This document provides an introduction to the class MKTG 6226F: Social Media for Marketing and Management. It lists the professor (Rob Kozinets), his contact information, and references several key concepts from the Cluetrain Manifesto, including that markets are conversations between human beings, and social media enables new types of human conversations. It also critiques how some modern corporations try to dehumanize relationships and terminate conversations.

1. January 6, 2014
Class 1:
Introduction
Prof = Rob Kozinets
Office - 329N
Secretary = Sheila
Sinclair
Phone = (416) 736-2100
x. 20513
Email =
rkozinets@schulich.yorku.
ca
or rkozinets@gmail.com
MKTG 6226F: Social Media
for Marketing and Management

2. Leonardo
da
Vinci
(Italian
dra+sman,
Painter,
Sculptor,
Architect
and
Engineer
whose
genius
epitomized
the
Renaissance
humanist
ideal.
1452-­‐1519)

4. RelaEonships

7. The
Cluetrain
Manifesto
• 95
“Theses”
• Thesis
1:
Markets
are
ConversaEons
• Thesis
2:
Markets
consist
of
human
beings,
not
demographic
sectors
• Thesis
3:
ConversaEons
among
human
beings
sound
human.
They
are
conducted
in
a
human
voice.

8. The
Cluetrain
Manifesto
• Thesis
4:
Whether
delivering
informaEon,
opinions,
perspecEves,
dissenEng
arguments
or
humorous
asides,
the
human
voice
is
typically
open,
natural,
and
uncontrived
• Thesis
5:
People
recognize
each
other
as
such
from
the
sound
of
this
voice
• Thesis
6:
The
Internet
is
enabling
conversaEons
among
human
beings
that
were
simply
not
possible
in
the
age
of
mass
media

12. Modern
CorporaEons
• Dehumanize
relaEonships
into
quanEfied
valuaEons
• Tend
to
be
“inauthenEcity
engines”
• ConversaEon
Terminators
• Reward
us
for
forgeWng
the
human
voice
• Social
media
demands
wake
us
up
from
this
terminaEng
trajectory