Intro to the Cluetrain and Open Brand

[email protected] should follow me on twitter @boxcarmarketing

Online Marketing: TheoryThe Cluetrain Manifesto & The Open Brand

by Monique Sherrett

mailto:[email protected]


[email protected]: @boxcarmarketing

If online 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.

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:




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.

Key Points




The Cluetrain Manifesto1999

The Open Brand2008

(We still don’t get it)Today




Open Brand Asks..




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?




Closed Brands Are Missing Out




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?




BRAND

CONSUMER COMMUNITY

CONSUMER

BRAND

COMMUNITY

Shared Passion

Old Model was top down

Today’s Model is a networked environment.




• 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:



[email protected] should follow me on twitter @boxcarmarketing

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



Business

Intro to the Cluetrain and Open Brand