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Cluetrain Manifesto &
   The Open Brand
   PUB 355: September 24, 2010
       by Monique Trottier




                    ...
The Cluetrain Manifesto
• Markets are conversations.

• Markets are networks of people.

• Markets make buying decisions b...
What the Cluetrain Manifesto
       Means for Marketers:

•   People talk.

•   The conversation will go on with or withou...
The Open Brand


    •   There’s been a relationship shift in the way consumers relate to
        products: before, during...
The Cluetrain Manifesto
         1999

   The Open Brand
        2008

                          monique@boxcarmarketing.c...
Cluetrain > Open Brand

•   10 years later ...

•   Use your human voice

•   People form social networks

•   Markets are...
What does it mean
             for marketers?
•   Worldview of Closed Brands   •   Worldview of Open Brands

•   Target Co...
The O.P.E.N Brand is:

• On-demand: Brands need to be accessible,
  immediate, & findable.

• Personal: Brands need to buil...
Open or Closed?




                                     monique@boxcarmarketing.com
                  You should follow m...
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Transcript of "Pub355 week2-cluetrainopenbrand"

  1. 1. Cluetrain Manifesto & The Open Brand PUB 355: September 24, 2010 by Monique Trottier monique@boxcarmarketing.com You should follow me on twitter @boxcarmarketing
  2. 2. The Cluetrain Manifesto • 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. monique@boxcarmarketing.com twitter: @boxcarmarketing
  3. 3. 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. monique@boxcarmarketing.com twitter: @boxcarmarketing
  4. 4. The Open Brand • 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.   monique@boxcarmarketing.com twitter: @boxcarmarketing
  5. 5. The Cluetrain Manifesto 1999 The Open Brand 2008 monique@boxcarmarketing.com twitter: @boxcarmarketing
  6. 6. Cluetrain > Open Brand • 10 years later ... • Use your human voice • People form social networks • Markets are networked environments of people • People recognize honesty, transparency, authenticity monique@boxcarmarketing.com twitter: @boxcarmarketing
  7. 7. 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 monique@boxcarmarketing.com twitter: @boxcarmarketing
  8. 8. 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. monique@boxcarmarketing.com twitter: @boxcarmarketing
  9. 9. Open or Closed? monique@boxcarmarketing.com You should follow me on twitter @boxcarmarketing
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