Cluetrain Manifesto Approach To Conversational Marketing
I know that quite a few of you haven’t heard of the Cluetrain Manifesto. Summing up, it’s the Jerry Maguire approach to Marketing. Check out some of the 65 theses, and you’ll get the picture that it asks for companies to participate in conversations with their markets.
Now Peter Hirschberg, chairman of Technorati is participating in delivering a paper pushing those core concepts into business. Quoted from Finding conversational marketing’s heartbeat | Between the Lines | ZDNet.com
Eight years ago, Chris Locke, Rick Levine, Doc Searls, and David Weinberger presented the The Cluetrain Manifesto, which came up with the phrase that in the Internet age “markets are conversations.”
Now Peter Hirshberg, chairman of Technorati, and Steve Hayden, vice-chairman of Ogilvy & Mather Worldwide, along with Doc Searls are extending Cluetrain concepts to the office, with a paper, “The Manifesto on Monday Morning: How to put the wisdom of Cluetrain into action when you get to your office.” The paper will be presented at the Conversational Marketing Summit today in San Francisco.
The Cluetrain Manifesto was ahead of its time–before the “Live Web” of blogs, wikis, RSS and the high-velocity, real-time information flow–and business practices are just beginning to catch up.
The authors also include a “Conversational Advertising Code of Conduct,” and are solicitating comments in true conversational marketing fashion. Among the “codes” are the four areas where transparency is required: Use of a publisher’s content, the editorial process, attributing advertising and influencing content creators.
Conversational Marketing is hot. Hence the web viewer’s much higher use of text based links over banner ads for eCommerce related traffic. It was Disruptive Technology eight years ago and still remains cutting edge. Now it’s becoming mainstream. I’m a big proponent of Disruptive Technology, and concentrate on reading between the hype in order to get my clients the best while minimizing their risk.
Raw Data and Transparency
Transparency is key. People need to trust the authors of the content they read to form opinions. I find it’s critical to let people know what my raw data is that I base my decisions on, particularly with the Adobe RoboHelp thread that’s been on fire this month.
So… I’m evaluating different software that I’ve been talking about evaluating for over six months. There should be no surprises there. The transparency should be that, first, I know a lot of the insiders in the industry and second, I need to adopt some sort of server technology (or recommend adoption of same) for my clients and my own business.
Posted by Charles in Corporate Authenticity |
