Shop.org Summit: Opening Up Your Brand

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Well, all that cute Web 2.0 terminology – you know how you guys do, combining two words to make one or leaving vowels out and stuff – is now the sole property of bloggers and developers, because marketers, if you’ll forgive the Kentucky boy in me, done went corporate boardroom on it.

Shop.org Summit: Opening Up Your Brand
Shop.org Summit: Opening Up Your Brand

(Our on-scene WebProNews staff has passed along this latest news from Shop.org’s Annual Summit in Las Vegas. If you can’t be there, you need to be here with WebProNews this week, for videos and reports.)

There are now mnemonic device acronyms and presentations and talking points and silly new phrases that involve "chief" and "officer" and new words that i’s in front of them instead of e’s this time around.

And that’s not necessarily a bad thing, because there’s always something to be learned; it just makes me long for something more casual and less lexicographically puzzling.

Oh well, forget it, and let’s talk about what Kelly Mooney, President and Chief Experience Officer Resource Interactive had to say in her keynote address at Shop.org’s Annual Summit in Las Vegas.

Mooney’s presentation centered around online marketing concepts addressed in her upcoming book Open Brand: When Push Comes to Pull in a Web-Made World.

Like the language is changing, so are the people and the environs in which they exist, and we are seeing the rise of the "iCitizen," who is a part of a communal digital existence which will help build brands in ways that are at once more transparent and more participatory than ever before.

The iCitizen has to have a stake in the brand, a desire to pass it along, and becomes a co-creator of marketing and branding. The "open brand’s new strategic imperative" is boiled down succinctly and easy enough to remember into a handy acronym: OPEN.

Which stands for:

On demand

This means, says Mooney, using the Internet as your "Chief Opening Officer."

This is done, in part, by knowing who the chief influencers are in the blogosphere and developing a relationship with them. Contribute to the blogosphere and advance your product via SEO, offering tools, rewards, and fostering shared passion among the iCitizenry.   

Shop.org Summit: Opening Up Your Brand
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  • http://www.dotthisdot.com/website/marketing/buzzwords/web2.0/web-2-the-social-network-blogs-are-just-a-diary-with-a-comment-function.html Martin

    Web 2.0 –

    Is it really true, have you really discovered the basics of the internet? – that’s amazing. It only took you what? like 10 years. Think it was called usenet back then, in 1997.

    The next big thing will probably be web 3.0 – the online videogame. That trend started around 1999. But let’s just rephrase it and pretend it’s new when we begin to market it :)

    Sincerely, and have fun

    • D Bruce Curtis

      Back in 1977 the online experiment we now
      know as web 2.0 was dubbed P.L.A.T.O. I was one of 500 users (Guinea Pigs). You were not allowed to use your real name and you had to use a “handle” of no more than five characters and no caps because of memory usage limits. (the real origins of hacker names) The next big thing then was email. It took twenty years to actually catch on. Three interactive games you could play
      linked to three collages. You could only play these during off hours. 10 p.m. to 4 a.m. My how things have changed.

  • Matt

    I just thought I combine 2 words and leave out vowels from your intro. You should have said “leaving vowels out nstuff”. Oh, and I dropped a space. I read religiously, keep the good stuff coming.

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