Download - The Cluetrain Manifesto & The Open Brand

Marketing Tactics & PrinciplesThe Cluetrain Manifesto & The Open Brand

Monique Trottier@BoxcarMarketing

Last Week

Readings

• Chris Locke, Doc Searls, David Weinberger and Rick Levine, "The Cluetrain Manifesto," http://www.cluetrain.com/

• Kelly Mooney and Nita Rollins, Open Brand

http://www.cluetrain.com

http://www.cluetrain.com


If marketing is about...

• Conversation

• Collaboration

• Community


And if we believe Clay Shirky ...

that the web is a network of people who organize themselves


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

Then we are talking about...

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

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


• 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


• 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.

The Cluetrain’s Key Points


• 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:


Time for a Quiz1) Name one of the authors of the Cluetrain Manifesto:

2) When was it written?

3) How many Theses are there?

4) The first Theses is one of the most important – what is it?

5) The Cluetrain Manifesto says that markets shouldn’t be treated as demographic sectors. True or False?

6) According to the Cluetrain Manifesto, markets make buying decisions by talking amongst each other. True or false?

7) The Cluetrain states that although people are more connected this doesn’t mean that they are any more powerful or organized. True or False?

8) The Cluetrain Manifesto encourages companies to spend time developing mission statements and marketing pitches. True or false?9) What does the Cluetrain Manifesto say about marketing?

a.Advertising is still one of the best marketing tools.

b.With the internet, marketing requires more effort.

c.Markets want companies to be authentic and transparent.

10) What can marketers learn from the Cluetrain Manifesto?

a. Spend more time studying your markets’ demographics.

b.Spend more time joining and getting to know the community.

c.Spend more time developing your marketing message.


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


• 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.

The Open Brand’s Key Points


1999: The Cluetrain Manifesto

2008: The Open Brand & Here Comes Everybody

Today: Business still struggles with the implementing these concepts


Open Brand Asks...(page 12-13)


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?page 21

[email protected]: @boxcarmarketing

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


• 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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Old Model was top down

Today’s Model is a networked environment.

page 97-98

In a networked environment (Cluetrain), people form communities and organize themselves (Shirky). They talk transparently (Open Brand) about their experiences.


• 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.

The O.P.E.N Brand is:


brand, branding, branded

What is a brand?


What is a brand?

• Specific information about an organization, product or service (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.

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Next Up

Assignments

• Complete the Open Brand metric system on a company of your choice, not mentioned in the book. http://bit.ly/pub355-OPEN

• Email a copy to [email protected]

Readings

• Chapter 2 and 3 of Friends with Benefits

http://bit.ly/pub355-OPEN

http://bit.ly/pub355-OPEN

mailto:[email protected]

mailto:[email protected]