The first content oriented keynote at shop.org was given by Kelly Mooney, President and Chief Experience Officer of Resource Interactive, a leading interactive marketing services firm. Kelly’s talk centered around the idea of OPEN brands which stands for O – On demand, P – Personal, E – Engaging, N – Networked. She pointed out that marketing strategy around brands is changing in which the consumer is affecting your brand through blogs, reviews, and social linking. Brand owners need to determine if they are going to remain closed or embrace the consumer forces. Kelly and other folks from Resource Interactive have written a book on the subject called the OPEN Brandwhich is due out in October in ebook form and print in December. I’m definitely going to pick it up when it’s available.
Jeremiah Owyang, a Web Strategist in the valley wrote an interesting blog post, The Irrelevant Corporate Website. The majority of the statements are correct around the idea that corporations should be embracing community systems and the content produced around that community as they provide trust, buy in, and feedback to learn from.
However I have to disagree with the post title and overall statement on the relevance of corporate sites. Jeremiah couldn’t actually believe that corporate sites as we have them today are irrelevant. (continue reading…)