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Review of The Cluetrain and The Open Brand

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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

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Marketing Tactics & Principles The Cluetrain Manifesto & The Open Brand
Last Week Darren Barefoot and Julie Szabo, Introduction and Chapter 1, Friends With Bene鍖ts, 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
Then we are talking about... Source: DSearls http://www.鍖ickr.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 Cluetrains 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
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 Brands Key Points Theres 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
Its not the tools, its 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
Todays Model is a Old Model was top down networked environment. page 97-98 !"#$%& !"#$%&'() !"&&%#-./) '($)*+,"& '(++*$-./& $01234)5166789) *(+#,) In a networked environment (Cluetrain), people form communities and organize themselves (Shirky). They talk transparently (Open Brand) about their experiences. Monique Trottier @BoxcarMarketing
The O.P.E.N Brand is: On-demand: Brands need to be accessible, immediate, & 鍖ndable. Personal: Brands need to build relationships with consumers. Engaging: Brands need to be interactive and provide meaningful experiences that foster relationships. Networked: Brands need to leverage the potential of word-of-mouth marketing market to true fans who will spread the word for them. Monique Trottier @BoxcarMarketing
What is a brand? brand, branding, branded Monique Trottier @BoxcarMarketing
What is a brand? Speci鍖c information about an !"#$%&'() !"&&%#-./) 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
What is the brand promise of Okanagan Woman? Home Decor Food & Recipes Fashion Full colour glossy, saddle stitched magazine 25,000 print run Quarterly Distributed to Okanagan businesses & womens organizations
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?) Monique Trottier @BoxcarMarketing
Next Up 7 Sentence Marketing Plan

More Related Content

Review of The Cluetrain and The Open Brand

  • 1. Marketing Tactics & Principles The Cluetrain Manifesto & The Open Brand
  • 2. Last Week Darren Barefoot and Julie Szabo, Introduction and Chapter 1, Friends With Bene鍖ts, 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
  • 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.鍖ickr.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 Cluetrains 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. 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
  • 10. The Open Brands Key Points Theres 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
  • 11. 1999: The Cluetrain Manifesto 2008: The Open Brand & Here Comes Everybody Today: Business still struggles with the implementing these concepts Monique Trottier @BoxcarMarketing
  • 12. Open Brand Asks... (page 12-13) Monique Trottier @BoxcarMarketing
  • 13. 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
  • 14. Its not the tools, its how we use them monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 15. 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
  • 16. Todays Model is a Old Model was top down networked environment. page 97-98 !"#$%& !"#$%&'() !"&&%#-./) '($)*+,"& '(++*$-./& $01234)5166789) *(+#,) In a networked environment (Cluetrain), people form communities and organize themselves (Shirky). They talk transparently (Open Brand) about their experiences. Monique Trottier @BoxcarMarketing
  • 17. The O.P.E.N Brand is: On-demand: Brands need to be accessible, immediate, & 鍖ndable. Personal: Brands need to build relationships with consumers. Engaging: Brands need to be interactive and provide meaningful experiences that foster relationships. Networked: Brands need to leverage the potential of word-of-mouth marketing market to true fans who will spread the word for them. Monique Trottier @BoxcarMarketing
  • 18. What is a brand? brand, branding, branded Monique Trottier @BoxcarMarketing
  • 19. What is a brand? Speci鍖c information about an !"#$%&'() !"&&%#-./) 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
  • 20. What is the brand promise of Okanagan Woman? Home Decor Food & Recipes Fashion Full colour glossy, saddle stitched magazine 25,000 print run Quarterly Distributed to Okanagan businesses & womens organizations
  • 21. 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?) Monique Trottier @BoxcarMarketing
  • 22. Next Up 7 Sentence Marketing Plan