Pub355: The Cluetrain Manifesto & The Open Brand


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Pub355: The Cluetrain Manifesto & The Open Brand

  1. 1. Marketing Tactics & PrinciplesThe Cluetrain Manifesto & The Open Brand
  2. 2. Last WeekReadings• Chris Locke, Doc Searls, David Weinberger and Rick Levine, "The Cluetrain Manifesto,"• Kelly Mooney and Nita Rollins, Open Brand Monique Trottier @BoxcarMarketing
  3. 3. If marketing is about... • Conversation • Collaboration • Community Monique Trottier @BoxcarMarketing
  4. 4. And if we believe Clay Shirky ... that the web is a network of people who organize themselves Monique Trottier @BoxcarMarketing
  5. 5. Then we are talking about...Source: DSearls Monique Trottier @BoxcarMarketing
  6. 6. 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. Monique Trottier @BoxcarMarketing
  7. 7. 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
  8. 8. 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
  9. 9. 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. 10. 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
  11. 11. 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
  12. 12. 1999: The Cluetrain Manifesto2008: The Open Brand &Here Comes EverybodyToday: Business still struggles with theimplementing these concepts Monique Trottier @BoxcarMarketing
  13. 13. Open Brand Asks... (page 12-13) Monique Trottier @BoxcarMarketing
  14. 14. 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
  15. 15. It’s not the tools,it’s how we use them twitter: @boxcarmarketing
  16. 16. 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
  17. 17. Today’s Model is aOld Model was top down networked environment. page 97-98 !"#$%& !"#$%&() !"&&%#-./)($)*+,"& (++*$-./& $01234)5166789) *(+#,) In a networked environment (Cluetrain), people form communities and organize themselves (Shirky). They talk transparently (Open Brand) about their experiences. Monique Trottier @BoxcarMarketing
  18. 18. The O.P.E.N Brand is:• On-demand: Brands need to be accessible, immediate, & findable.• Personal: Brands need to build relationships with consumers.• Engaging: Brands need to be interactive and provide meaningful experiences that foster relationships.• Networked: Brands need to leverage the potential of word-of-mouth marketing – market to ‘true fans’ who will spread the word for them. Monique Trottier @BoxcarMarketing
  19. 19. What is a brand? brand, branding, branded Monique Trottier @BoxcarMarketing
  20. 20. What is a brand?• Specific information about an !"#$%&() !"&&%#-./) 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
  21. 21. Next UpAssignments• Complete the Open Brand metric system on a company of your choice, not mentioned in the book.• Email a copy to monique@boxcarmarketing.comReadings• Chapter 2 and 3 of Friends with Benefits