Intro to the Cluetrain and Open Brand

Online Marketing: Theory
The Cluetrain Manifesto & The Open Brand
by Monique Sherrett

monique@boxcarmarketing.com
You should follow me on twitter @boxcarmarketing

If online marketing is about...

• Conversation

• Collaboration

• Community
twitter: @boxcarmarketing

And if we believe Clay Shirky ...
that the web is a network of people who organize themselves


Then we are talking about...

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


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 global
conversation had begun

• And that through the internet people
were discovering and inventing new ways
to share relevant knowledge with
blinding speed.


Key Points
• 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.


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.


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


Key Points
• 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 Cluetrain Manifesto
1999

The Open Brand
2008

(We still don’t get it)
Today

Open Brand Asks..


What does it mean for marketers?
Worldview of Closed Brands Worldview of Open Brands

Target Consumers ‣ Fosters Communities of Consumers

Monologue ‣ Dialogue

Awareness ‣ Engagement

Push ‣ Pull

Scripted Communication ‣ Transparent Communication

Request, Periodic Feedback ‣ 24/7 Feedback, Input-Focused

Created by Marketers ‣ Co-Created with Consumers

Brand Management ‣ Brand Stewardship


Closed Brands Are Missing Out


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


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


BRAND

CONSUMER COMMUNITY

Old Model was top down

CONSUMER COMMUNITY

Shared Passion

BRAND

Today’s Model is a networked environment. monique@boxcarmarketing.com

The O.P.E.N Brand is:
• 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.


Next Steps
Assignments

• 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

You should follow me on twitter @boxcarmarketing

Intro to the Cluetrain and Open Brand

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