The document summarizes the evolution of corporate websites from being primarily investor-focused in the late 1990s to becoming more open and engaging with consumers, now called "icitizens", in the late 2000s. It discusses trends driving icitizenry like social media and open innovation. It outlines Coca-Cola's redesign in 2009 to be more open and engage icitizens through dialogue. Finally, it recommends four things companies can do today to begin openly listening to and engaging with icitizens.

1. Evolution of the Corporate Site Presented by Resource Interactive & The Coca-Cola Company July 30, 2009

5. EVOLUTION OF CORPORATE WEB PRESENCE

6. Source: Stealingshare.com, 2009 70% of U.S. consumers believe that U.S. companies are falling behind in meeting consumer expectations.

9. – 2000 investor focused

10. evolution of corporate web sites Investor Focused MID – LATE 1990S Brand Portfolio Overview 2000 – 2002

11. Limited Brands - 2002

12. evolution of corporate web sites Investor Focused MID – LATE 1990S Brand Portfolio Overview 2000 – 2002 Recruiting Talent 2002 – 2003

13. Limited Brands - 2003

14. evolution of corporate web sites Investor Focused MID – LATE 1990S Brand Portfolio Overview 2000 – 2002 Recruiting Talent 2002 – 2003 Reputation and Crisis Management 2003 – 2006

15. – 2003 - 2006

16. Corporate & Social Responsibility 2006 – 2009 Recruiting Talent 2002 – 2003 Reputation and Crisis Management 2003 – 2006 evolution of corporate web sites Investor Focused MID – LATE 1990S Brand Portfolio Overview 2000 – 2002

17. Coca-Cola – 2007- 2009

18. Coca-Cola – 2007- 2009 corporate social responsibility

19. CORPORATE COMMUNICATIONS OPENING UP

20. consumers to icitizens Consumer has become an insufficient term. Consumers are or will become icitizens, continually empowered by the digital world to become actively involved in brands and companies in a desire to not just consume, but to make a difference and impact the world they live in.

21. consumers becoming icitizens “ How many of your assets does a consumer want to access in today’s web-made world? All of them. Right now. It’s time to open .” — Tim Armstrong President, NA Advertising and Commerce

22. O.P.E.N. Dialogue 2009 AND BEYOND O.P.E.N. is not be limited to brands Corporate & Social Responsibility 2006 – 2009 Recruiting Talent 2002 – 2003 Reputation and Crisis Management 2003 – 2006 Investor Focused MID – LATE 1990S Brand Portfolio Overview 2000 – 2002

23. corporate communications becoming O.P.E.N. empowers icitizens icitizentry The New Investor Brand Portfolio Overview Recruiting Talent Reputation & Crisis Management Corporate & Social Responsibility O.P.E.N. Dialogue

24. risk of status quo

25. TRENDS THAT MATTER

26. TRENDS FUELING ICITIZENRY: Eco Everything FLATPACK DESIGN

27. TRENDS FUELING ICITIZENRY: Anti-Consumption

28. TRENDS FUELING ICITIZENRY: Open Innovation

29. TRENDS FUELING ICITIZENRY: Consumer-Influenced eCommerce

30. TRENDS FUELING ICITIZENRY: Tuangou Shoppers team up for better deals

31. TRENDS FUELING ICITIZENRY: Social Media on the Corporate Radar

32. Source: “The world’s most valuable brands. Who’s most engaged?” ENGAGEMENTdb.com opportunity

33. 2009 redesign objective To reinforce the strength and dynamic nature of The Coca-Cola Company’s business through leadership, global reach and breadth of portfolio

35. O.P.E.N. dialogue and engagement

38. the future: communications transparency My Starbucks Idea Change.gov Dell IdeaStorm Lance Armstrong twitter poll

39. FOUR THINGS YOU CAN DO TODAY

44. dialogue Let’s talk.

45. thank you www.resource.com/icitizen GET AN O.P.E.N. ASSESSMENT [email_address] VISIT: www.thecoca-colacompany.com [email_address]