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The cluetrain manifesto — VUB

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on 9 October 2012

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Transcript of The cluetrain manifesto — VUB

The Cluetrain Manifesto: Paola Battista — Stéphanie Coomans
Beatriz Peon — Jana Stehlikova
VUB/ MaCommu/ Digital Media Marketing/ Prof. Pierson The End of Business as Usual Table of contents The context of Cluetrain Manifesto
Summary of the main ideas and examples
This theory today
Some critics
Some limits The context of the Cluetrain Manifesto - 4 authors: Rick Levine, Christopher Locke
(chap. 1), Doc Searls, David Weinberger
- Web in 1999 / book 2000 (best-seller)
- Beginning of the rise of the Internet
- Access to powerful information = human right
- Start of a revolution of online communication Summary of the main ideas Information of the authors, www.cluetrain.com
Brief history of internet, www.internetsociety.org The impact of the internet on relationship between markets (consumers) and organizations and how they do adapt. www.cluetrain.com Internet Success:
- ≠ rules than business
- only market for new ideas
- primary purpose not to sell something
- importance of each other
- freedom of speech
- connects people together “Through the internet, people are discovering and inventing new ways to share relevant knowledge with blinding speech. A powerful global conversation has began”. www.cluetrain.com The markets (consumers) Before - consumer is passive
- people are there just to buy products
- the ads are repetitive // web 1.0 >< web 2.0
sites are static, no interactivity, no open source programs Locke, chap. 1, Internet Apocalypso // push marketing >< pull marketing
information is pushed towards the consumer, no interaction Web 1.0 defined, www.computer.howstuffworks.com Push and pull strategy, www.tutor2u.net After Example: - consumers are active
- suggest, add, participate, personalize
- ads need to catch consumer's interest // pull marketing >< push marketing
based on consumer demand // web 2.0 >< web 1.0
sites are dynamic, interactive, cooperative, user-centered Locke, chap. 1, Internet Apocalypso Web 2.0 characteristics, www.computer.howstuffworks.com Push and pull strategy, www.tutor2u.net Example: Commercial Mr. Clean youtube: /watch?v=L0YPsuZYZIY Commercial Tipp-ex youtube: /watch?v=4ba1BqJ4S2M The markets: conclusion “Market wants to participate in the
conversations going on behind the
corporate firewall. De-cloaking
getting personal” Locke, chap. 1, Internet Apocalypso The organizations Before - gap between buyer and seller
- divorce from the day to day concerns of real people
- employees = executors of other's projects
- distrust between managers and workers
- control: Panopticon of Betham // top down model >< bottom up model
policy decided by the upper level, everything under control Locke, chap. 1, Internet Apocalypso Top Down vs Bottom Up Business Models, www.investigatiorblog.com After - workers are self-directed, empowered
- free and open exchange, respect for knowledge
- trust inside and outside the organization => command and control management // bottom up model >< top down model
those who do the work have more power => total quality management Locke, chap. 1, Internet Apocalypso Top Down vs Bottom Up Business Models, www.investigatiorblog.com Example: New Pixar headquarters, 1995 youtube: /watch?v=pHPZMIAhpqs Example: Ryanair Ryanair as seen by its employees, http://www.itfglobal.org "I have been with Ryanair for over 4 years now and yes it's had it's up's and down's but I have overall enjoyed working there until recently. (...) We have recently got a new supervisor who thinks it acceptable to threaten with 'disciplinary action' for everything! She recently held a meeting stating that safety and sales where equally important! I am sorry but the safety of passengers and crew are my main priority not how many tea and coffee i can sell! The people in the head office need to take a serious look at things! (...) "
-Cabin Crew, Belgium - gap between employees and head office
- ≠ concerns
- employees have to execute

Other stories:
- exploitation
- control
- no respect of the contracts The Cluetrain Manifesto today voice -> new attitudes -> new ways of communication Marketing 2.0: "Marketing 2.0, a new term to define a necessary evolution of marketing nowadays, which is based in being customers-centered, and offering them messages with an attractive content in an environment where the message can be easily delivered. Along with these, both content and environment have to lead to an interaction with the public they are aimed at." New methods to spread the message, marketing 2.0, www.c.enter-network.eu Example: Magnum pleasure hunt www.pleasurehunt.mymagnum.com Community
management: "It is, above all, about developing, facilitating and nurturing relationships between people having the same interests or objectives. Its role is to lead the group towards reaching, renovating its objectives and goals. It is a multitasking activity that covers monitoring, supporting and listening to the group as a whole." What is community management?, www.http://socialmediatoday.com Example: KLM www.minutebuzz.com/2011/04/07/klm Viral marketing: "Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. Off the Internet, viral marketing has been referred to as “word-of-mouth,” “creating a buzz,” “leveraging the media,” “network marketing.” " The principles of viral marketing, www.webmarketingtoday.com Example: TNT campaign 15 of the best viral marketing campaigns,
www.prospectmx.com Thank you
for your
attention! Some critics - Just another way to do business, not replacing former methods Knowles David, Should you believe the hype on-line, www.conversation.cipr.co.uk - "Keep an ear on what is being said about your brand, don´t think that the conversational marketing is the only way” Knowles David, Should you believe the hype on-line, www.conversation.cipr.co.uk - It's still business as usual, market and marketing was/is/will be about money Chervenka Andrew, The Cluetrain Manifesto 10 years later on-line, www.huffingtonpost.com Some limits - divert the aims of a company
- demolish a business image
- not enough contribution
- customers want more and more
- bad buzz
- non controlled reputation
- .... Le marketing participatif et ses limites, www.n-square.net Opportunities and dangers of the communication 2.0, www.webaholics.info Alain Heureux President of the Interactive Advertising Bureau
promote the growth of interactive advertising "sharing, learning, networking, and educating each other"
protect the interests of the industry
prove the value of the market
professionalize the industry
Creator of The Egg
building in Brussels
dedicated to creativity, innovation and technologies
human-centric approach http://www.iabeurope.eu
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