The document summarizes a webinar presented by Resource Interactive and Bazaarvoice about how manufacturers can better engage online consumers. It discusses the importance of manufacturers having a strong online presence and digital strategy. It then describes an assessment tool called OPEN that evaluates how well a brand's online presence is on-demand, personal, engaging, and networked. The webinar highlights examples of manufacturers like GE, Samsung, and Epson that are leveraging user reviews and social engagement well and emphasizes the business benefits these strategies can provide.
15. WORLDVIEW OF A CLOSED BRAND WORLDVIEW OF AN OPEN BRAND Targets Consumers Fosters Communities of Consumers Monologue Brand Management Awareness Push Guarded Communications Created by Marketers Brand Stewardship Dialogue / Trilogue Engagement Pull Transparent Communications Co-created with Consumers
16. AWARENESS CONSIDERATION SELECTION LOYALTY Impact of traditional brand communications at the onset of the consumer purchase journey is decreasing PURCHASE Friends & Neighbors Mass Media message Store staff At-shelf/on-pack messaging
17. a new consumer journey LISTEN & LEARN BUILD AWARENESS FACILITATE PARTICIPATION SUPPORT PURCHASE REENGAGE & EMPOWER Search result Facebook page Mobile Web site Store visit Facebook fan page Ratings & reviews