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Marketing Tactics & Principles
The Cluetrain Manifesto & The Open Brand
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




                                                                  Monique Trottier
                                                                @BoxcarMarketing
If marketing is about...




        • Conversation
        • Collaboration
        • Community
                            Monique Trottier
                          @BoxcarMarketing
And if we believe Clay
              Shirky ...
 that the web is a network of people who organize themselves




                                               Monique Trottier
                                             @BoxcarMarketing
Then we are talking about...




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




                                                                                             Monique Trottier
                                                                                           @BoxcarMarketing
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.

                                            Monique Trottier
                                          @BoxcarMarketing
The Cluetrain’s 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.



                                               Monique Trottier
                                             @BoxcarMarketing
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.




                                                       Monique Trottier
                                                     @BoxcarMarketing
Time for a Quiz
                                                    8) The Cluetrain Manifesto encourages
1) Name one of the authors of the Cluetrain
                                                    companies to spend time developing mission
Manifesto:
                                                    statements and marketing pitches. True or false?
                                                    9) What does the Cluetrain Manifesto say about
2) When was it written?
                                                    marketing?
3) How many Theses are there?
                                                      a.	Advertising is still one of the best marketing
                                                         tools.
4) The first Theses is one of the most important –
                                                      b.	With the internet, marketing requires more
what is it?
                                                         effort.
                                                      c.	Markets want companies to be authentic and
5) The Cluetrain Manifesto says that markets
                                                         transparent.
shouldn’t be treated as demographic sectors.
True or False?
                                                    10) What can marketers learn from the Cluetrain
                                                    Manifesto?
6) According to the Cluetrain Manifesto, markets
make buying decisions by talking amongst each
                                                      a.
Spend more time studying your markets’
other. True or false?
                                                         demographics.
                                                      b.	Spend more time joining and getting to know
7) The Cluetrain states that although people are
                                                         the community.
more connected this doesn’t mean that they are
                                                      c.	Spend more time developing your marketing
any more powerful or organized. True or False?
                                                         message.



                                                                                          Monique Trottier
                                                                                        @BoxcarMarketing
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




                                                 Monique Trottier
                                               @BoxcarMarketing
The Open Brand’s 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.

 




                                                                    Monique Trottier
                                                                  @BoxcarMarketing
1999: The Cluetrain Manifesto

2008: The Open Brand &
Here Comes Everybody

Today: Business still struggles with the
implementing these concepts




                                             Monique Trottier
                                           @BoxcarMarketing
Open Brand Asks...
                          (page 12-13)




                   Monique Trottier
                 @BoxcarMarketing
What does it mean for marketers?
                                                                                      page 21

 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

                                                                           Monique Trottier
                                                                         @BoxcarMarketing
It’s not the tools,
it’s how we use them




                       monique@boxcarmarketing.com
                           twitter: @boxcarmarketing
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




                                                    Monique Trottier
                                                  @BoxcarMarketing
Today’s Model is a
Old Model was top down                                   networked environment.
                                                                                         page 97-98

            !"#$%&




                                             !"#$%&'()                             !"&&%#-./)
'($)*+,"&            '(++*$-./&




                                                             $01234)5166789)




                                                                 *(+#,)



             In a networked environment (Cluetrain),
             people form communities and organize
             themselves (Shirky). They talk transparently
             (Open Brand) about their experiences.                               Monique Trottier
                                                                               @BoxcarMarketing
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.
                                                        Monique Trottier
                                                      @BoxcarMarketing
What is a brand?
  brand, branding, branded




                               Monique Trottier
                             @BoxcarMarketing
What is a brand?
• Specific information about an          !"#$%&'()                       !"&&%#-./)


  organization, product or service                  $01234)5166789)

  (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.



                                                                 Monique Trottier
                                                               @BoxcarMarketing
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 monique@boxcarmarketing.com
Readings

• Chapter 2 and 3 of Friends with Benefits

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Pub355: The Cluetrain Manifesto & The Open Brand

  • 1. Marketing Tactics & Principles The Cluetrain Manifesto & The Open Brand
  • 2. 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 Monique Trottier @BoxcarMarketing
  • 3. If marketing is about... • Conversation • Collaboration • Community Monique Trottier @BoxcarMarketing
  • 4. And if we believe Clay Shirky ... that the web is a network of people who organize themselves Monique Trottier @BoxcarMarketing
  • 5. Then we are talking about... Source: DSearls http://www.flickr.com/photos/docsearls/5500125905/sizes/o/in/photostream/ Monique Trottier @BoxcarMarketing
  • 6. 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. Monique Trottier @BoxcarMarketing
  • 7. The Cluetrain’s 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. Monique Trottier @BoxcarMarketing
  • 8. 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. Monique Trottier @BoxcarMarketing
  • 9. Time for a Quiz 8) The Cluetrain Manifesto encourages 1) Name one of the authors of the Cluetrain companies to spend time developing mission Manifesto: statements and marketing pitches. True or false? 9) What does the Cluetrain Manifesto say about 2) When was it written? marketing? 3) How many Theses are there? a. Advertising is still one of the best marketing tools. 4) The first Theses is one of the most important – b. With the internet, marketing requires more what is it? effort. c. Markets want companies to be authentic and 5) The Cluetrain Manifesto says that markets transparent. shouldn’t be treated as demographic sectors. True or False? 10) What can marketers learn from the Cluetrain Manifesto? 6) According to the Cluetrain Manifesto, markets make buying decisions by talking amongst each a. Spend more time studying your markets’ other. True or false? demographics. b. Spend more time joining and getting to know 7) The Cluetrain states that although people are the community. more connected this doesn’t mean that they are c. Spend more time developing your marketing any more powerful or organized. True or False? message. Monique Trottier @BoxcarMarketing
  • 10. 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 Monique Trottier @BoxcarMarketing
  • 11. The Open Brand’s 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.   Monique Trottier @BoxcarMarketing
  • 12. 1999: The Cluetrain Manifesto 2008: The Open Brand & Here Comes Everybody Today: Business still struggles with the implementing these concepts Monique Trottier @BoxcarMarketing
  • 13. Open Brand Asks... (page 12-13) Monique Trottier @BoxcarMarketing
  • 14. What does it mean for marketers? page 21 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 Monique Trottier @BoxcarMarketing
  • 15. It’s not the tools, it’s how we use them monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 16. 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 Monique Trottier @BoxcarMarketing
  • 17. Today’s Model is a Old Model was top down networked environment. page 97-98 !"#$%& !"#$%&'() !"&&%#-./) '($)*+,"& '(++*$-./& $01234)5166789) *(+#,) In a networked environment (Cluetrain), people form communities and organize themselves (Shirky). They talk transparently (Open Brand) about their experiences. Monique Trottier @BoxcarMarketing
  • 18. The O.P.E.N Brand is: • On-demand: Brands need to be accessible, immediate, & findable. • Personal: Brands need to build relationships with consumers. • Engaging: Brands need to be interactive and provide meaningful experiences that foster relationships. • Networked: Brands need to leverage the potential of word-of-mouth marketing – market to ‘true fans’ who will spread the word for them. Monique Trottier @BoxcarMarketing
  • 19. What is a brand? brand, branding, branded Monique Trottier @BoxcarMarketing
  • 20. What is a brand? • Specific information about an !"#$%&'() !"&&%#-./) organization, product or service $01234)5166789) (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. Monique Trottier @BoxcarMarketing
  • 21. 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 monique@boxcarmarketing.com Readings • Chapter 2 and 3 of Friends with Benefits