Marketing in the 2.0 :: Libraries and the Cluetrain

Marketing in the 2.0exposure :: community :: freedom

Thesis 1Markets are conversations.

Thesis 3Conversations among human beings sound human. They are conducted in a human voice.

+ ( or ) =

Thesis 4• Whether delivering information,

opinions, perspectives, dissenting arguments or humorous asides,

the human voice is typically open, natural, uncontrived.

Thesis 6The Internet is enabling

conversations among human beings that were simply not

possible in the era of mass media.

Thesis 7Hyperlinks subvert hierarchy

Thesis 11People in networked markets

have figured out that they get far better information and support

from one another than from vendors.

Thesis 17Companies that assume online markets are the same markets

that used to watch their ads on television are kidding themselves.

Thesis 41Companies make a religion of security, but this is largely a red herring. Most are protecting less

against competitors than against their own market and workforce.

ThankYou

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www.libraryblogging.com

Jason Griffey

✦Pattern Recognition✦http://www.jasongriffey.net/wp

✦Jason-griffey@utc.edu✦AIM: utcrefJason✦http://www.twitter.com/griffey✦http://delicious.com/griffey/tennshare08/

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Head of Library Information TechnologyUniversity of Tennessee at Chattanooga