Transcript of "The Cluetrain Manifesto & The Open Brand"
Marketing Tactics & PrinciplesThe Cluetrain Manifesto & The Open Brand
Last WeekReadings• Chris Locke, Doc Searls, David Weinberger and Rick Levine, "The Cluetrain Manifesto," http://www.cluetrain.com/• Kelly Mooney and Nita Rollins, Open Brand Monique Trottier @BoxcarMarketing
If marketing is about... • Conversation • Collaboration • Community Monique Trottier @BoxcarMarketing
And if we believe Clay Shirky ... that the web is a network of people who organize themselves Monique Trottier @BoxcarMarketing
Then we are talking about...Source: DSearls http://www.ﬂickr.com/photos/docsearls/5500125905/sizes/o/in/photostream/ Monique Trottier @BoxcarMarketing
The Cluetrain Manifesto• Cluetrain.com 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. Monique Trottier @BoxcarMarketing
The Cluetrain’s 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. Monique Trottier @BoxcarMarketing
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 Trottier @BoxcarMarketing
Time for a Quiz 8) The Cluetrain Manifesto encourages1) Name one of the authors of the Cluetrain companies to spend time developing missionManifesto: statements and marketing pitches. True or false? 9) What does the Cluetrain Manifesto say about2) When was it written? marketing?3) How many Theses are there? a. Advertising is still one of the best marketing tools.4) The ﬁrst Theses is one of the most important – b. With the internet, marketing requires morewhat is it? effort. c. Markets want companies to be authentic and5) The Cluetrain Manifesto says that markets transparent.shouldn’t be treated as demographic sectors.True or False? 10) What can marketers learn from the Cluetrain Manifesto?6) According to the Cluetrain Manifesto, marketsmake buying decisions by talking amongst each a.Spend more time studying your markets’other. True or false? demographics. b. Spend more time joining and getting to know7) The Cluetrain states that although people are the community.more connected this doesn’t mean that they are c. Spend more time developing your marketingany more powerful or organized. True or False? message. Monique Trottier @BoxcarMarketing
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 Monique Trottier @BoxcarMarketing
The Open Brand’s 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. Monique Trottier @BoxcarMarketing
1999: The Cluetrain Manifesto2008: The Open Brand &Here Comes EverybodyToday: Business still struggles with theimplementing these concepts Monique Trottier @BoxcarMarketing
Open Brand Asks... (page 12-13) Monique Trottier @BoxcarMarketing
What does it mean for marketers? page 21 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 Trottier @BoxcarMarketing
It’s not the tools,it’s how we use them firstname.lastname@example.org twitter: @boxcarmarketing
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 Monique Trottier @BoxcarMarketing
Today’s Model is aOld Model was top down networked environment. page 97-98 !"#$%& !"#$%&() !"&&%#-./)($)*+,"& (++*$-./& $01234)5166789) *(+#,) In a networked environment (Cluetrain), people form communities and organize themselves (Shirky). They talk transparently (Open Brand) about their experiences. Monique Trottier @BoxcarMarketing
The O.P.E.N Brand is:• On-demand: Brands need to be accessible, immediate, & ﬁndable.• Personal: Brands need to build relationships with consumers.• Engaging: Brands need to be interactive and provide meaningful experiences that foster relationships.• Networked: Brands need to leverage the potential of word-of-mouth marketing – market to ‘true fans’ who will spread the word for them. Monique Trottier @BoxcarMarketing
What is a brand? brand, branding, branded Monique Trottier @BoxcarMarketing
What is a brand?• Speciﬁc information about an !"#$%&() !"&&%#-./) organization, product or service $01234)5166789) (or even person) that distinguishes it from others in the marketplace. *(+#,)• A promise about the qualities and characteristics that make the organization, product or service unique. Monique Trottier @BoxcarMarketing
Next UpAssignments• Complete the Open Brand metric system on a company of your choice, not mentioned in the book. http://bit.ly/pub355-OPEN• Email a copy to email@example.comReadings• Chapter 2 and 3 of Friends with Beneﬁts
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