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
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Source: DSearls http://www.flickr.com/photos/docsearls/5500125905/sizes/o/in/photostream/
Then we are talking about...
Monique Trottier@BoxcarMarketing
• 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
Monique Trottier@BoxcarMarketing
• 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
Monique Trottier@BoxcarMarketing
• 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:
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
• 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
Monique Trottier@BoxcarMarketing
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
Monique Trottier@BoxcarMarketing
• 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.
Monique Trottier@BoxcarMarketing
• 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:
Monique Trottier@BoxcarMarketing
brand, branding, branded
What is a brand?
Monique Trottier@BoxcarMarketing
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
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