Intro to the Cluetrain and Open Brand

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    16-May-2015
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The Cluetrain Manifesto (1999) and Open Brand (2008) tell us about changes in the market, technology, social media and how businesses could/and should participate.

Transcript of Intro to the Cluetrain and Open Brand

  • 1. Online Marketing: Theory The Cluetrain Manifesto & The Open Brandby Monique Sherrett monique@boxcarmarketing.comYou should follow me on twitter @boxcarmarketing

2. If online marketing is about... Conversation Collaboration Communitymonique@boxcarmarketing.comtwitter: @boxcarmarketing 3. And if we believe Clay Shirky ...that the web is a network of people who organize themselvesmonique@boxcarmarketing.comtwitter: @boxcarmarketing 4. Then we are talking about...Source: DSearls http://www.ickr.com/photos/docsearls/5500125905/sizes/o/in/photostream/ monique@boxcarmarketing.com twitter: @boxcarmarketing 5. 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 globalconversation had begun And that through the internet peoplewere discovering and inventing new waysto share relevant knowledge withblinding speed.monique@boxcarmarketing.comtwitter: @boxcarmarketing 6. Key Points Markets are conversations. Markets are networks of people. Markets make buying decisions by talkingamongst each other. Companies are networks of people. Companies should use a human voice instead ofcorporate-speak.monique@boxcarmarketing.comtwitter: @boxcarmarketing 7. 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 8. 10 Years Later... The Open Brand was written by Kelly Mooney andDr. Nita Rollins in 2008 The book is about the power shift from brands toconsumers and how marketers need to behavedierently The lessons of The Cluetrain Manifesto are stillbeing learned monique@boxcarmarketing.com twitter: @boxcarmarketing 9. Key Points Theres been a relationship shift in the way consumersrelate to products: before, during and after a purchaseconsumers are engaging with each other through blogs,peer-reviews and other interactive ways. Consumers are taking control over the messages thatbrands once controlled. For brands to survive this relationship shift they mustengage with consumers within consumers communities.monique@boxcarmarketing.comtwitter: @boxcarmarketing 10. The Cluetrain Manifesto 1999 The Open Brand2008 (We still dont get it)Today monique@boxcarmarketing.com twitter: @boxcarmarketing 11. Open Brand Asks..monique@boxcarmarketing.comtwitter: @boxcarmarketing 12. What does it mean for marketers? Worldview of Closed Brands Worldview of Open Brands Target Consumers Fosters Communities of Consumers Monologue DialogueAwareness EngagementPush Pull Scripted Communication Transparent Communication Request, Periodic Feedback 24/7 Feedback, Input-FocusedCreated by Marketers Co-Created with ConsumersBrand Management Brand Stewardship monique@boxcarmarketing.com twitter: @boxcarmarketing 13. Closed Brands Are Missing Outmonique@boxcarmarketing.comtwitter: @boxcarmarketing 14. Its not the tools,its how we use themmonique@boxcarmarketing.comtwitter: @boxcarmarketing 15. 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@boxcarmarketing.com twitter: @boxcarmarketing 16. BRAND CONSUMERCOMMUNITY Old Model was top down CONSUMER COMMUNITY SharedPassion BRANDTodays Model is a networked environment. monique@boxcarmarketing.comtwitter: @boxcarmarketing 17. The O.P.E.N Brand is: On-demand: Brands need to be accessible,immediate, & findable. Personal: Brands need to build relationships withconsumers. Engaging: Brands need to be interactive andprovide meaningful experiences that fosterrelationships. Networked: Brands need to leverage the potentialof word-of-mouth marketing market to true fanswho will spread the word for them. monique@boxcarmarketing.com twitter: @boxcarmarketing 18. Next StepsAssignments Complete the Open Brand metric system on a company ofyour choice, not mentioned in the bookReadings Chapter 2 and 3 of Friends with Benetsmonique@boxcarmarketing.com You should follow me on twitter @boxcarmarketing