The document summarizes key principles from The Cluetrain Manifesto and The Open Brand about how marketing and branding must adapt to networked environments. The Cluetrain Manifesto from 1999 argued that markets are conversations and companies should use transparency and authentic human voices. The Open Brand from 2008 discussed how consumers now have more control over brands and companies must engage with consumers within their communities. Both texts discuss the importance of dialogue, transparency, and community for modern marketing.
Review of The Cluetrain and The Open Brandsomisguided
Here is a 7 sentence marketing plan for Okanagan Woman magazine:
1. Okanagan Woman magazine targets busy professional women in the Okanagan region.
2. These women are always on the go and need inspiration for balancing work, family, and lifestyle.
3. Okanagan Woman is a glossy quarterly magazine focused on local stories, recipes, fashion, and events.
4. The magazine provides an escape for readers looking to learn about what's happening in their community and gain ideas for their personal and professional lives.
5. Unlike other local publications that are monthly or weekly, Okanagan Woman is a curated quarterly guide specifically for Okanagan women.
6
The document discusses how digital marketing and social media were leveraged by the Obama campaign to win the 2008 US presidential election. It examines the campaign's use of various online platforms like websites, email, online advertising, streaming video, social networks, and file-sharing sites to spread their message and engage supporters. Key strategies included providing transparency, empowering supporters to create their own campaigns, and allowing open sharing of all campaign content. This enabled the campaign to develop a large force of passionate volunteers who took political campaigning to new heights through digital organizing.
This document summarizes upcoming CSS features like Box Alignment Level 3, CSS Grid Layout, CSS Shapes, CSS Feature Queries, and CSS Custom Properties. It explains what each feature does at a high level and provides example code snippets. The document also encourages developers to get involved by filing issues on browser bug trackers, requesting new features, and creating blog posts/demos to help drive adoption of these new CSS specifications.
Gave a talk at StartCon about the future of Growth. I touch on viral marketing / referral marketing, fake news and social media, and marketplaces. Finally, the slides go through future technology platforms and how things might evolve there.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The Cluetrain Manifesto (1999) and Open Brand (2008) tell us about changes in the market, technology, social media and how businesses could/and should participate.
The document discusses the Cluetrain Manifesto and the concept of the "Open Brand." [1] The Cluetrain Manifesto from 1999 argued that markets are conversations between networks of people, and companies should use a human voice. [2] The "Open Brand" concept from 2008 recognized that consumers now engage with each other and control brand messages through online communities. [3] For brands to survive, they must engage with consumers within their communities with transparency, authenticity, and dialogue rather than monologue.
Review of The Cluetrain and The Open Brandsomisguided
Here is a 7 sentence marketing plan for Okanagan Woman magazine:
1. Okanagan Woman magazine targets busy professional women in the Okanagan region.
2. These women are always on the go and need inspiration for balancing work, family, and lifestyle.
3. Okanagan Woman is a glossy quarterly magazine focused on local stories, recipes, fashion, and events.
4. The magazine provides an escape for readers looking to learn about what's happening in their community and gain ideas for their personal and professional lives.
5. Unlike other local publications that are monthly or weekly, Okanagan Woman is a curated quarterly guide specifically for Okanagan women.
6
The document discusses how digital marketing and social media were leveraged by the Obama campaign to win the 2008 US presidential election. It examines the campaign's use of various online platforms like websites, email, online advertising, streaming video, social networks, and file-sharing sites to spread their message and engage supporters. Key strategies included providing transparency, empowering supporters to create their own campaigns, and allowing open sharing of all campaign content. This enabled the campaign to develop a large force of passionate volunteers who took political campaigning to new heights through digital organizing.
This document summarizes upcoming CSS features like Box Alignment Level 3, CSS Grid Layout, CSS Shapes, CSS Feature Queries, and CSS Custom Properties. It explains what each feature does at a high level and provides example code snippets. The document also encourages developers to get involved by filing issues on browser bug trackers, requesting new features, and creating blog posts/demos to help drive adoption of these new CSS specifications.
Gave a talk at StartCon about the future of Growth. I touch on viral marketing / referral marketing, fake news and social media, and marketplaces. Finally, the slides go through future technology platforms and how things might evolve there.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The Cluetrain Manifesto (1999) and Open Brand (2008) tell us about changes in the market, technology, social media and how businesses could/and should participate.
The document discusses the Cluetrain Manifesto and the concept of the "Open Brand." [1] The Cluetrain Manifesto from 1999 argued that markets are conversations between networks of people, and companies should use a human voice. [2] The "Open Brand" concept from 2008 recognized that consumers now engage with each other and control brand messages through online communities. [3] For brands to survive, they must engage with consumers within their communities with transparency, authenticity, and dialogue rather than monologue.
This document discusses social media marketing strategies for non-profits. It provides statistics showing that most non-profits are using social media, with blogs and social networks being most popular. Examples are given of effective non-profit social media campaigns, focusing on community engagement. A 4-step strategy is outlined: listen and learn, plan, engage, and evaluate. Key aspects of planning include developing social media policies and monitoring, response, and engagement plans. The document emphasizes engaging supporters through conversations rather than just eyeballs and aiming for action over traffic.
Pub 355 Advancing The 7-Sentence Marketing Plansomisguided
This document provides guidance on developing a 7-sentence marketing plan that outlines goals, actions, target audience, niche, tools/tactics, business identity, and success metrics. Each of the 7 sentences is explained in detail. Sentence 1 defines marketing goals, while Sentence 2 describes how those goals will be achieved. Sentence 3 identifies the target market through personas. Sentence 4 establishes the business' niche and competitive advantage. Sentences 5-6 detail the tools/tactics and business identity. Finally, Sentence 7 specifies how success will be measured. The document emphasizes connecting all elements of the plan and ensuring they align with the target audience's wants and needs.
This document summarizes a social media marketing seminar presented by a social media consultancy firm. It provides an overview of the company and its clients, and outlines what attendees will learn, including case studies and new social media campaigns. Key topics covered are how customers now control brands online, the importance of information currency and interactivity for engagement, and measuring social media deliverables and outcomes.
This document outlines a social media marketing seminar presented in Atlanta, Georgia on March 10, 2010. It introduces the social media consultancy presenting, which is based in Cleveland with additional offices. The seminar will provide case studies of past social media campaigns and discuss some new engagements. It will also cover key takeaways on how social media has changed the marketing landscape and customers now control brands through online conversations. The presentation will review the social media universe and platforms, and discuss an effective currency-centric model for social media marketing focused on providing valuable information to consumers.
The document summarizes Katy Keim's presentation on building brand nations through online customer communities. Some key points include:
1) Keim discusses how brands can transform casual fans into advocates by building vibrant online communities full of passionate, engaged customers.
2) Examples are provided of how brands like Verizon have successfully engaged customers through social media to improve products and services.
3) The presentation outlines characteristics of successful brand nations, including that they are engaging, scalable, measurable, and have a presence everywhere customers are online and on mobile.
Week 2: Pub355 Introducing the Longtailsomisguided
The document summarizes Chris Anderson's theory of the "long tail" and its implications for marketing. The key points are:
1) With lower distribution costs on the internet, niche products that were previously unprofitable "misses" can now make money. This has shifted consumption from a few "hits" to many niche products.
2) Democratization of tools and distribution allows many more people and products to participate in markets.
3) Marketers must find ways to reach fragmented audiences across many channels rather than relying on mass media. Successful companies like Amazon and Netflix understand customer behavior in a market of infinite choice.
Women in technology and social media marketing is discussed. Social media aims to facilitate interaction and sharing of content online. Nearly 50% of consumers make purchases based on social recommendations, so social media is important for understanding customers. A case study shows how "mommy bloggers" negatively reacted to a Motrin campaign on Twitter, spreading to YouTube and traditional media. The lesson is for companies to identify online influencers, listen to social media discussions, and engage customers appropriately.
Millennials, born between 1980-2000, have been influenced by helicopter parenting, immersed in technology from a young age, and came of age during the Great Recession. They value speed, trust peer recommendations over corporations, are highly social both online and offline, and want to make a positive impact. To reach them, brands must speak their language, engage them where they are digitally, understand their complex preferences, and continually adapt tactics for different life stages. Big brands are already courting millennials through innovative digital strategies, while others leverage millennials' creativity through engagement campaigns. Effective marketing to millennials focuses on speed, cleverness, transparency, and enhancing their experiences.
Lessons Learned From 10 Years of Creative Business Ideas - PresentationEuro RSCG Worldwide
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This document discusses how sales has changed in the modern, digital era known as "Sales 2.0". With information readily available online, buyers no longer rely solely on salespeople for information. The author argues that salespeople must embrace new technologies and communication channels to stay relevant. They must understand buyers and sell solutions, not just products. The document outlines a framework called "Complex Sale 2.0" for using emerging technologies and a consultative sales process to understand buyers and influence key decision makers.
Global leadership and ethical issues in marketing & advertisingChristian Adams
The document discusses several issues related to global leadership and ethics in marketing and advertising. It notes that marketing leaders are responsible for creating brands and strategic engagement with consumers. However, global marketing presents additional challenges, such as accounting for cultural differences between domestic and foreign markets. The document also examines how new technologies like the internet have disrupted industries and changed consumer behavior. Finally, it explores various ethical issues in marketing, such as manipulating consumer behavior and being environmentally sustainable. Effective future marketing leaders will need to navigate these global and ethical challenges.
Marketing has evolved with technological changes. Marketing 1.0 focused on selling products without considering customer needs. Marketing 2.0 is customer-centric but still focuses on profits. Marketing 3.0 will treat customers as human beings who want to actively participate and have their anxieties and desires fulfilled. It will be collaborative, with companies and customers co-creating value, iconic by addressing societal contradictions, and independent by giving customers freedom to communicate on their own terms.
Five awarded essays on branding by MEC's rising stars:
- I Believe in the Future Brands Must be Superhuman..
- I Believe that in the Future Brands will have to Earn the Right to Communicate
- I Believe the Future Belongs to Brand-Driven Businesses
- I Believe that the Future of Brands Lies in making Loving Fun
- Statics & Flows: The Creation of Brand Fame in theDigital Age
Harnessing the chaos of social marketing through objective driven planningMN AMA
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The cost to reach customers has dropped because of 3 factors:
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* Democratization of distribution
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In a world of infinite shelf space and niche consumption patterns, how do publishers (of any content: books, music, videos, photos) get noticed?
Best Competitive Marble Pricing in Dubai - ☎ 9928909666Stone Art Hub
Stone Art Hub offers the best competitive Marble Pricing in Dubai, ensuring affordability without compromising quality. With a wide range of exquisite marble options to choose from, you can enhance your spaces with elegance and sophistication. For inquiries or orders, contact us at ☎ 9928909666. Experience luxury at unbeatable prices.
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Contenu connexe
Similaire à The Cluetrain Manifesto & The Open Brand
This document discusses social media marketing strategies for non-profits. It provides statistics showing that most non-profits are using social media, with blogs and social networks being most popular. Examples are given of effective non-profit social media campaigns, focusing on community engagement. A 4-step strategy is outlined: listen and learn, plan, engage, and evaluate. Key aspects of planning include developing social media policies and monitoring, response, and engagement plans. The document emphasizes engaging supporters through conversations rather than just eyeballs and aiming for action over traffic.
Pub 355 Advancing The 7-Sentence Marketing Plansomisguided
This document provides guidance on developing a 7-sentence marketing plan that outlines goals, actions, target audience, niche, tools/tactics, business identity, and success metrics. Each of the 7 sentences is explained in detail. Sentence 1 defines marketing goals, while Sentence 2 describes how those goals will be achieved. Sentence 3 identifies the target market through personas. Sentence 4 establishes the business' niche and competitive advantage. Sentences 5-6 detail the tools/tactics and business identity. Finally, Sentence 7 specifies how success will be measured. The document emphasizes connecting all elements of the plan and ensuring they align with the target audience's wants and needs.
This document summarizes a social media marketing seminar presented by a social media consultancy firm. It provides an overview of the company and its clients, and outlines what attendees will learn, including case studies and new social media campaigns. Key topics covered are how customers now control brands online, the importance of information currency and interactivity for engagement, and measuring social media deliverables and outcomes.
This document outlines a social media marketing seminar presented in Atlanta, Georgia on March 10, 2010. It introduces the social media consultancy presenting, which is based in Cleveland with additional offices. The seminar will provide case studies of past social media campaigns and discuss some new engagements. It will also cover key takeaways on how social media has changed the marketing landscape and customers now control brands through online conversations. The presentation will review the social media universe and platforms, and discuss an effective currency-centric model for social media marketing focused on providing valuable information to consumers.
The document summarizes Katy Keim's presentation on building brand nations through online customer communities. Some key points include:
1) Keim discusses how brands can transform casual fans into advocates by building vibrant online communities full of passionate, engaged customers.
2) Examples are provided of how brands like Verizon have successfully engaged customers through social media to improve products and services.
3) The presentation outlines characteristics of successful brand nations, including that they are engaging, scalable, measurable, and have a presence everywhere customers are online and on mobile.
Week 2: Pub355 Introducing the Longtailsomisguided
The document summarizes Chris Anderson's theory of the "long tail" and its implications for marketing. The key points are:
1) With lower distribution costs on the internet, niche products that were previously unprofitable "misses" can now make money. This has shifted consumption from a few "hits" to many niche products.
2) Democratization of tools and distribution allows many more people and products to participate in markets.
3) Marketers must find ways to reach fragmented audiences across many channels rather than relying on mass media. Successful companies like Amazon and Netflix understand customer behavior in a market of infinite choice.
Women in technology and social media marketing is discussed. Social media aims to facilitate interaction and sharing of content online. Nearly 50% of consumers make purchases based on social recommendations, so social media is important for understanding customers. A case study shows how "mommy bloggers" negatively reacted to a Motrin campaign on Twitter, spreading to YouTube and traditional media. The lesson is for companies to identify online influencers, listen to social media discussions, and engage customers appropriately.
Millennials, born between 1980-2000, have been influenced by helicopter parenting, immersed in technology from a young age, and came of age during the Great Recession. They value speed, trust peer recommendations over corporations, are highly social both online and offline, and want to make a positive impact. To reach them, brands must speak their language, engage them where they are digitally, understand their complex preferences, and continually adapt tactics for different life stages. Big brands are already courting millennials through innovative digital strategies, while others leverage millennials' creativity through engagement campaigns. Effective marketing to millennials focuses on speed, cleverness, transparency, and enhancing their experiences.
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This document summarizes lessons learned from Euro RSCG Worldwide's book "The Creative Business Idea Book: Ten Years of Breakthrough Thinking". Some key lessons include: finding influential customer segments called "prosumers" to understand emerging trends; making consumers feel ownership and connection to spread ideas virally; seeking diverse collaborative partners to deliver more than any one group alone; and constantly innovating to push brands forward and retain relevance.
This document discusses how sales has changed in the modern, digital era known as "Sales 2.0". With information readily available online, buyers no longer rely solely on salespeople for information. The author argues that salespeople must embrace new technologies and communication channels to stay relevant. They must understand buyers and sell solutions, not just products. The document outlines a framework called "Complex Sale 2.0" for using emerging technologies and a consultative sales process to understand buyers and influence key decision makers.
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The document discusses several issues related to global leadership and ethics in marketing and advertising. It notes that marketing leaders are responsible for creating brands and strategic engagement with consumers. However, global marketing presents additional challenges, such as accounting for cultural differences between domestic and foreign markets. The document also examines how new technologies like the internet have disrupted industries and changed consumer behavior. Finally, it explores various ethical issues in marketing, such as manipulating consumer behavior and being environmentally sustainable. Effective future marketing leaders will need to navigate these global and ethical challenges.
Marketing has evolved with technological changes. Marketing 1.0 focused on selling products without considering customer needs. Marketing 2.0 is customer-centric but still focuses on profits. Marketing 3.0 will treat customers as human beings who want to actively participate and have their anxieties and desires fulfilled. It will be collaborative, with companies and customers co-creating value, iconic by addressing societal contradictions, and independent by giving customers freedom to communicate on their own terms.
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- I Believe in the Future Brands Must be Superhuman..
- I Believe that in the Future Brands will have to Earn the Right to Communicate
- I Believe the Future Belongs to Brand-Driven Businesses
- I Believe that the Future of Brands Lies in making Loving Fun
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MN AMA 2010 Annual Conference - Conquering Chaos speaker presentation: Harnessing the chaos of social marketing through objective driven planning - Dane Hartzell, Bolin Marketing.
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The landscape is fast-changing, conferring advantages to Public Relations as the preferred platform for companies seeking to grow their goodwill, build stronger brands, and create a sustainable enterprise.
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The cost to reach customers has dropped because of 3 factors:
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* Democratization of distribution
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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
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