Cluetrain_Manifesto_Agar

cluetrain
the cluetrainManifesto Rick Levine, Christopher Locke, Doc Searls, and David Weinberger
A Social Media Knowledge Benchmark
Robbie Agar
MKTG 6900A Fall 2009

The Cluetrain Manifesto Theses
1. Markets are conversations.
2. Markets consist of human beings, not demographic sectors.
3. Conversations among human beings sound human. They are conducted ina human voice.
6. The Internet is enabling conversations among human beings that weresimply not possible in the era of mass media.
8. In both internetworked markets and among intra-networked employees, people are speaking to each other in a powerful new way.
7. [How? Because] Hyperlinks subvert hierarchy.
10. As a result, markets are getting smarter, more informed, more organized….
13. What’s happening to markets [i.e. getting smarter] is also happening among employees. A metaphysical construct called “The Company” is the only thing standing between the two.
14. Corporations do not speak in the same voice as these new networkedconversations. To their intended online audience, companies sound hollow,flat, literally inhuman.

The Basic Idea
The connectedness of the Web is transforming what’s outside (markets) andinside (employees) your business
Internetworked Markets
(Consumers)
Fort Business
Intranetworked Workers
conversations
conversations
There’s a new conversation among and between your market and your workers.
You can padlock the doors and lift the draw-bridge.
OR JOIN THE CONVERSATION.

The Historical Narrative
Ancient markets created conversations
However, mass production, mass marketing and mass media drove a wedge between the two
The Industrial Revolution meant no more personal conversation, no more “craft”, no more human element
The Internet permits, no-no, requires businesses to start speaking to their customers … in a HUMAN voice.

The Modern Imperative
Talking in a human voice doesn’t mean more brochure-ware…
It means tearing down the walls separating your business (i.e. fort work) and employees from consumers
by letting them answer support questions, post product plans…. even talk about the Maple Leafs Stanley Cup parade route.
No cloak of officialdom - Lighten up and Loosen up!

The Hyperlinked Organization
Markets are now smarter, but so are employees
Old businesses rely on hierarchy, structure, secrecy, planning
However the web’s is and businesses need to be
Hyperlinked
Decentralized
Hyper Time
Open Direct Access
Rich Data
Broken
Borderless

General Review
One or two slides (approx.)
Your Review of the book
What was valuable?
What could have been handled better?
What was the quality of the evidence?

General Review
Insightful but extremely abstract
Very theoretical, not particularly practical
Simplistic, easier said then done
Thoughts about having an open conversation with the market are valuable
The web changes the power dynamic between consumers and producers
People want to hear the human voice

General Review
Evidence is convincing but anecdotal
Individual examples but no companies were provided in support of argument
The Saturn example.

SMM Focused Takeaways
One to three slides (approx.)
What did this book contribute to our general understanding of social media marketing?
Definitions?
Different kinds of social media?
Marketing purposes/uses?
Where are certain kinds stronger/weaker?

Marketing isn’t about driving axes into our customers heads – it’s about creating conversations
Companies can’t be silent
Repeating the party line is the quickest way to public mockery
The message doesn’t always need to be positive, but it needs to be genuine

SMM has implications beyond the marketing department
Corporate culture
Corporate structure
Employee Incentives/disincentives
The web places control of “brands” in the hands of consumers
Don’t like your position? The answer isn’t to reposition, but to change who you are!

http://kozinets.net	101
http://sece.posterous.com	5
http://www.kozinets.net	3
http://www.planetnography.com	1

Cluetrain_Manifesto_Agar

by York University-SSB on Oct 26, 2009

Accessibility

Categories

Upload Details

Usage Rights

4 Embeds 110

Statistics

Cluetrain_Manifesto_Agar — Presentation Transcript