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Online Marketing: TheoryThe Cluetrain Manifesto & The Open Brand

by Monique Sherrett

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If online marketing is about...

• Conversation

• Collaboration

• Community

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And if we believe Clay Shirky ... that the web is a network of people who organize themselves

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Source: DSearls http://www.flickr.com/photos/docsearls/5500125905/sizes/o/in/photostream/

Then we are talking about...

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• 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.

The Cluetrain Manifesto

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• 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.

Key Points

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• 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.

What the Cluetrain Manifesto Means for Marketers:

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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

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• 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.

 

Key Points

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The Cluetrain Manifesto1999

The Open Brand2008

(We still don’t get it)Today

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Open Brand Asks..

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Worldview of Closed Brands

Target Consumers

Monologue

Awareness

Push

Scripted Communication

Request, Periodic Feedback

Created by Marketers

Brand Management

Worldview of Open Brands

‣ Fosters Communities of Consumers

‣ Dialogue

‣ Engagement

‣ Pull

‣ Transparent Communication

‣ 24/7 Feedback, Input-Focused

‣ Co-Created with Consumers

‣ Brand Stewardship

What does it mean for marketers?

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Closed Brands Are Missing Out

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It’s not the tools, it’s how we use them

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• Use your human voice

• People form social networks

• Markets are networked environments of people

• People recognize honesty, transparency, authenticity

How is this important to our class?

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BRAND 

CONSUMER  COMMUNITY 

CONSUMER 

BRAND 

COMMUNITY 

Shared Passion 

Old Model was top down

Today’s Model is a networked environment.

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

• 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.

The O.P.E.N Brand is:

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Next StepsAssignments

• Complete the Open Brand metric system on a company of your choice, not mentioned in the book

Readings

• Chapter 2 and 3 of Friends with Benefits