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The Cluetrain Manifesto and Open Brand refer to markets as conversation and talk about how the networked environment of the web changes how businesses should approach marketing. Conversation, collaboration and community. Also includes the Positioning Statement related to brand promise and identity.
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Marketing Tactics & PrinciplesThe Cluetrain Manifesto & The Open Brand
Monique Trottier@BoxcarMarketing
Last Week
Darren Barefoot and Julie Szabo, Introduction and Chapter 1, Friends With Benefits, xxiii – 20
Chris Anderson, "The Long Tail," Wired 12.10, http://www.wired.com/wired/archive/12.10/tail.html
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
Source: DSearls http://www.flickr.com/photos/docsearls/5500125905/sizes/o/in/photostream/
Then we are talking about...
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• 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
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• 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.
The Cluetrain’s Key Points
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• 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:
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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
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• 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 Open Brand’s Key Points
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1999: The Cluetrain Manifesto
2008: The Open Brand & Here Comes Everybody
Today: Business still struggles with the implementing these concepts
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Open Brand Asks...(page 12-13)
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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?page 21
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• 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?
Monique Trottier@BoxcarMarketing
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Old Model was top down
Today’s Model is a networked environment.
page 97-98
In a networked environment (Cluetrain), people form communities and organize themselves (Shirky). They talk transparently (Open Brand) about their experiences.
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• 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.
The O.P.E.N Brand is:
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brand, branding, branded
What is a brand?
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What is a brand?
• Specific information about an organization, product or service (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.
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What is the brand promise of Okanagan Woman?
Home DecorFood & RecipesFashion
•Full colour glossy, saddle stitched magazine
•25,000 print run
•Quarterly•Distributed to Okanagan
businesses & women’s organizations
Monique Trottier@BoxcarMarketing
Positioning Statement Exercise
1. For (who is the customer?)
2. Who need (what is their pain?)
3. Product X is (what is your product?)
4. That provides (how does it solve the pain?)
5. Unlike competitors (what competes with your product?)http://www.ilovekelowna.com/community-directory/entertainment-general/media-tv-radio-newspapers/
6. Our product (what makes your product superior?)
7. The company also provides (what added punch is provided to seal the deal?)
Next Up 7 Sentence Marketing Plan
