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Cluetrain Ch 2 And 3
 

Cluetrain Ch 2 And 3

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outline of chapters 2 and 3 of "The Cluetrain Manifesto."

outline of chapters 2 and 3 of "The Cluetrain Manifesto."

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    Cluetrain Ch 2 And 3 Cluetrain Ch 2 And 3 Presentation Transcript

    • Cluetrain Chapters 2 & 3
    • Ch.2 The Longing
    • The spiritual lure of the Web
      • The return of the voice
      • Longing indicates something is missing in our life
      • Longing for the web occurs in the midst of a profoundly managed age
        • 21st century, American idea
    • Managed world
      • Risk avoidance
      • Smoothness
      • Fairness
      • Discretionary attention
      • Lies
      • Lack of voice
    • A managed life
      • Leads to resentment
      • However much we long for the Web is how much we hate our job
      • All the concessions to a managed life have to do with giving up our voice
    • Our Voice
      • Nothing is more intimately a part of who we are then our voice
        • Gives style and shape to content
      • Our voice is expresses in our words, our tone, our body language, our visible enthusiasm
      • Our managed voice is virtually the same as everyone else’s
      • We are all victims of this assault on voice, the attempt to get up to shut up and listen to the narrowest range of ideas possible
    • It is only the force of our regret at having lived in this bargains that explains the power of our longing for the web
    • Web - voice
      • All of the allure of the Web comes back to the promise of the web.
      • The web is a granting of a place in which we can be who we are
      • It is a public place; it means presenting oneself to others
      • The web is viral; it infects everything it touches
    • Put your ass on the line
      • Make a bonfire of your reputation and a close enemy of most men who would wish you well
      • Do what you will, but speak out always. Be shunned, be hated, be ridiculed, be scared, be in doubt, but don’t be gagged.
    • Chapter 3
    • Talk is cheap
      • Artists have a stubborn faith in their ability to create newness from next to nothing.
      • This faith shapes their work, enables them to establish themselves as individuals.
    • Bricolage
      • The opportunism of those who work with their hands, creating stuff out of whatever is lying about.
      • The web is group bricolage.
      • Individuals build it without working from a master plan.
    • The “voice” of the marketer
      • In the same way we distinguish personal attention from inattention, we can tell the difference between commercial pitch and words that come when someone’s life animates their message
    • The “voice” of the marketer
      • Authentic voice/authentic marketing comes of focus, attention, caring, connection, and honesty of purpose.
      • Authenticity, honesty, and personal voice underlie much of what’s successful on the web
      • The ultimate success isn’t from talking, it’s from people wanting to listen, needing to hear each other’s voices and answering in kind
    • Talk on line
      • Tech is putting a sharper, more urgent point on the importance of conversation.
      • Conversations are moving faster, touching more people, and bridging greater distances than we’re used to
    • Community
      • One definition of community is a group of people who care about each other more than they have to
      • It is conversation, the verbal glue binding people separated by geography into community
      • Fake voices are eschewed
    • twitter
      • “is having conversations with lots of constituents really practical?” YES!
      • This is basically twitter
    • blogs
      • With more people, more stories in the mix, it’s harder for one negative story to sway me
      • A single corp story is a fiction in a world of free conversation
      • Corp stories, like corp cultures, are informed by individuals over time through many contacts, conversations, and opportunity to tell stories
    • blogs
      • Stories play a large part in the success of organizations.
      • With stories, we teach, pass along knowledge of our craft, and create a sense of shared mission
    • Why companies fail
      • The problem is not in the effort required to coordinate voices, but in the attitude that assumes speech demands coordination and control
      • Thinking they’re having a conversation when they’re having a lecture
      • Not allowing the conversation to overcome the class structure of business
    • Customer loyalty
      • CL is not a commodity a company owns.
      • Where it exists at all-and it’s rare- loyalty to a company is based on respect
      • That respect is based on how the company has conducted itself in conversations with the market
    • Bottom line
      • Not conversing, participating, is not an option.
      • If we don’t engage people inside and outside our organization in conversation, someone else will.
      • Start talking!