Intro to the Cluetrain and Open Brand
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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
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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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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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• 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
