Intro to the Cluetrain and Open Brand


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The Cluetrain Manifesto (1999) and Open Brand (2008) tell us about changes in the market, technology, social media and how businesses could/and should participate.

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Intro to the Cluetrain and Open Brand

  1. 1. Online Marketing: Theory The Cluetrain Manifesto & The Open Brand by Monique Sherrett You should follow me on twitter @boxcarmarketing
  2. 2. If online marketing is about... • Conversation • Collaboration • Community twitter: @boxcarmarketing
  3. 3. And if we believe Clay Shirky ... that the web is a network of people who organize themselves twitter: @boxcarmarketing
  4. 4. Then we are talking about...Source: DSearls twitter: @boxcarmarketing
  5. 5. The Cluetrain Manifesto• went live April 1999• Written by Chris Locke, Doc Searls, David Weinberger and Rick Levine• They felt that a powerful global conversation had begun• And that through the internet people were discovering and inventing new ways to share relevant knowledge with blinding speed. twitter: @boxcarmarketing
  6. 6. Key Points• Markets are conversations.• Markets are networks of people.• Markets make buying decisions by talking amongst each other.• Companies are networks of people.• Companies should use a human voice instead of corporate-speak. twitter: @boxcarmarketing
  7. 7. What the Cluetrain Manifesto Means for Marketers:• People talk.• The conversation will go on with or without you.• Markets demand transparency, authenticity and trust.• Join your community.• The masses are greater than mass media. twitter: @boxcarmarketing
  8. 8. 10 Years Later...• The Open Brand was written by Kelly Mooney and Dr. Nita Rollins in 2008• The book is about the power shift from brands to consumers and how marketers need to behave differently• The lessons of The Cluetrain Manifesto are still being learned twitter: @boxcarmarketing
  9. 9. Key Points • There’s been a relationship shift in the way consumers relate to products: before, during and after a purchase consumers are engaging with each other through blogs, peer-reviews and other interactive ways. • Consumers are taking control over the messages that brands once controlled. • For brands to survive this relationship shift they must engage with consumers within consumers’ communities. twitter: @boxcarmarketing
  10. 10. The Cluetrain Manifesto 1999 The Open Brand 2008 (We still don’t get it) Today twitter: @boxcarmarketing
  11. 11. Open Brand Asks.. twitter: @boxcarmarketing
  12. 12. What does it mean for marketers? Worldview of Closed Brands Worldview of Open Brands Target Consumers ‣ Fosters Communities of Consumers Monologue ‣ Dialogue Awareness ‣ Engagement Push ‣ Pull Scripted Communication ‣ Transparent Communication Request, Periodic Feedback ‣ 24/7 Feedback, Input-Focused Created by Marketers ‣ Co-Created with Consumers Brand Management ‣ Brand Stewardship twitter: @boxcarmarketing
  13. 13. Closed Brands Are Missing Out twitter: @boxcarmarketing
  14. 14. It’s not the tools,it’s how we use them twitter: @boxcarmarketing
  15. 15. How is this important to our class?• Use your human voice• People form social networks• Markets are networked environments of people• People recognize honesty, transparency, authenticity twitter: @boxcarmarketing
  16. 16. BRAND  CONSUMER  COMMUNITY  Old Model was top down CONSUMER  COMMUNITY  Shared Passion  BRAND Today’s Model is a networked environment. twitter: @boxcarmarketing
  17. 17. The O.P.E.N Brand is:• On-demand: Brands need to be accessible, immediate, & findable.• Personal: Brands need to build relationships with consumers.• Engaging: Brands need to be interactive and provide meaningful experiences that foster relationships.• Networked: Brands need to leverage the potential of word-of-mouth marketing – market to ‘true fans’ who will spread the word for them. twitter: @boxcarmarketing
  18. 18. Next StepsAssignments• Complete the Open Brand metric system on a company of your choice, not mentioned in the bookReadings• Chapter 2 and 3 of Friends with Benefits You should follow me on twitter @boxcarmarketing