The Clue Train

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Reengineering the NOAA PR Machine for the 21st Century
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The Clue Train

  1. The Clue Train Reengineering the NOAA PR Machine for the 215' Century "The clue train stopped there four times a day for ten years and they never took delivery. " — Veteran of a firm now free-falling out of the Fortune 500 ', w1.I. p Eric Hackathorn, NOAA/ ESFBL
  2. The Cluetrain Manifesto - 95 theses in the style of Martin Luther A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting , . _j , r . smerter—end getting smarter faster than most companies. (and agencies 7)
  3. mm km in yum mull gal I'll nun ' (Dissemination (PR department) to the masses) #58: If willingness to get out of the way is taken as a measure of IQ, then very few companies have yet wised up.
  4. yesterday’s web «~ Over 80% of the contents were created by firms and media, only 20% were created by people ~ Corporations were in a central position as Firms served contents to people used to interaction models inherited from traditional media r Built and operated like a cathedral
  5. #71: Your tired notions of "the market" make our eyes glaze over. We don't recognize ourselves in your projections—perhaps because we know we're already elsewhere. , . . - 7”‘
  6. today’s web: the media bazaar! , _r , mm: L‘. H») ; , . “*‘ J ¥ ; « ' : _ ' J ‘V 4 ' ‘ i{; af': ”’%4,_ ') H 1‘ ", ,x‘ v, l;l". “; . " _“‘-: V-u. mm: = A _ , l, .,, _i . / ~ : ."'~, . rt 7 3 Ear‘ , x. _& U ~ a e -, . ’ #62 Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall.
  7. peer to peer influenceis more powerful than ever. #85: When we have questions we turn to each other for answers. If you didn't have such a tight rein on "your people" maybe they'd be among the people we'd turn to.
  8. tools of the trade - Blogs — http: //bloqsearch. goog| e.com/ - 1/. ,«’technora“li . co s Wikis —Wikipedia: hit 3/, »"'www. wiki edia. com/ '
  9. the heck is a biog? A blog is a website where entries are made . Blogs often provide in j°uma| Style and commentary or news on a di3P'3Y9d in 3 r9V9r59 particular subject, such as chronological order. food, politics, or local news; some function as more personal online diaries. A typical biog combines text, images, and links to other blogs, web pages, and other media related to its topic. Most blogs are primarily textual although some focus on photographs (piioiobiog), videos (yiog), or audio (podcasiiiig), and are part of a wider network of social media.
  10. the market’s conversation you can't control -« 1 the conversation, - , — but at least you can be part of it, , have a voice. .. ” i l #15: In just a few more years, the current homogenized "voice" of business—the sound of mission statements and brochures- will seem as contrived and artificial as the language of the 18th century French court.
  11. the Internet has given people a voice. .. Weblogs Cumulative: March 2003 - October 1006 ms: are we in the conversation? >u. coo. ooo - s¢. ooo. ooo / 54.0000” X 51.000000 - 50.000000 / 41000000 4o. ooo. coo 57 Million+ weblogs Tracked. 44.000000 42.000000 . .,, oo. ,,m Blogosphere growth remains strong with nearly 3M 38900-000 blogs created monthly during Q3 2006 and 100K 36.000000 , ,w, ,_c, ,, blogs being created every day. § 32.000000 3 3o. ooo. coo 28.000000 26.000000 2a. coo. coo #83: We want you to take 50 21.000000 zo. coo. coo million of us as seriously as . Il. CO0.C00 = e.ooo. coo you take one reporter from The Wall Street Journal. . u.ooo, coo / / ’ o. coo. coo , _/ 4.coo, coo _ _, -.-—<- 2300.000 _. - -——‘ "' DMD
  12. WIKIPEDIA English Deutsch The Free Encydouda Die fret: Enzykbpidle I I35 0005 lflltlu III 0000 Arlfll Francois __ , . M'9E°'3|d ~: ::: ::e: -.: :" . . 7' 7 Bil § 9 C Nederlands 7-J-asst: J ~, °' "'”“"""'°"““ z‘2u”. :. _ lflwoaamlulln Svenslu ‘ 4 luliano out me ancykbufln L bncktanltn lluro use one. mi-lslu is: con. man Portugués Espafiol A olrldopdda that L1 anclcbpdh live I)! 0000 Inigo: III 000v ulculos search - such: - recherthev - uulal - HI - zoelsen ~ sol: - rkerca - oust: - buuar i: l Iwish 3 iii http: //www. wikipedia. com/
  13. #22: Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view.
  14. We are not seats or eyeballs or end users or consumers. We are human beings — and our reach exceeds your grasp. Deal with it. it

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