Week 6 Social Networking & Business

Lateral Thinking Puzzle “Acting on an anonymous phone call, the police raid a house to arrest a suspected murderer. They don't know what he looks like but they know his name is John and that he is inside the house. The police bust in on a carpenter, a truck driver, a mechanic and a fireman all playing poker. Without hesitation or communication of any kind, they immediately arrest the fireman. How do they know they've got their man?”

Housekeeping Comment Period Ended Comment Period Ended –New Comment Period Starts Today

Blog Talk Debate And the winner is…

The Debate The Internet Makes Us Dumb(er) YousifJangJulieChristina The Internet Does Not Make Us Dumb(er) AlexSongDannyOnyee

Class Discussion: Assignment #1 Cartoon ©

Conversational Marketing and Social Retailing

Word of Mouth Marketing (WoMM) Conversational Marketing (CM)

Where it all started… “…The Net is a real place where people can go to learn, to talk to each other, and to do business together. It is a bazaar where customers look for wares, vendors spread goods for display, and people gather around topics that interest them. It is a conversation. At last and again…” Cluetrain Manifesto: All Markets are Conversations

Defining CM “In the hypothetical, CM is the bottom-up approach to communication where ‘broadcast’ is replaced by connecting directly with customers.” “In the hypothetical, CM is the bottom-up approach to communication where ‘broadcast’ is replaced by connecting directly with customers.” “In just a few more years, the current homogenized ‘voice’ of business will seem as contrived and artificial as the language of the 18th century French court.” “In just a few more years, the current homogenized ‘voice’ of business will seem as contrived and artificial as the language of the 18th century French court.”

Six Degrees + CM = Relationship-Based Marketing “Marketers have long used all sorts of demographic and geographic data to target potential customers -- age, sex, education level, income, zip code. But there's another variable that companies may want to consider: Who is connected to whom?” “Marketers have long used all sorts of demographic and geographic data to target potential customers -- age, sex, education level, income, zip code. But there's another variable that companies may want to consider: Who is connected to whom?” Network-based Marketing: Using Existing Customers to Help Sell to New Ones Jan 2007)

User Reviews “Reviews and ratings {are} the No. 1 customer-requested feature online at Walmart.com, and we're pleased to offer this service to better help our community of customers shop smart and make informed decisions about the products they purchase…” Cathy Halligan, Chief Marketing Officer, Walmart

Online buying – with friends

Welcome Kevin!

Blog Talk

Time for Hands-on in the LAB Photo © Charles Darwin University 2005

Case Study: Sun 360

Markets are Conversations…but not all Conversations are Marketing Market conversations are now the best source of information about companies and their products and services Market conversations are now the best source of information about companies and their products and services Those conversations are not themselves marketing Those conversations are not themselves marketing –You and me talking about whether we like our new digital cameras is not you and me marketing to each another. Preserving the integrity of the conversation is as central a marketing tenet as not lying about product specs or prices Preserving the integrity of the conversation is as central a marketing tenet as not lying about product specs or prices Webjungle and Dave Weinberger

CM and Blogs “Blogs are different… has carried on billions of conversations over the past decade. But those exchanges were private. Most blogs are open to the world. As the bloggers read each other, comment, and link from one page to the next, they create a global conversion.” Business Week Article

Whole New Businesses… “..tracks over blogs, news, and media- sharing sites…to find brand mentions”

Manifesto on Monday Morning from the Cluetrain Team

“…The white paper was to frame …thinking around Cluetrain, eight years after marketing began not to get its points…”

The purpose of conversation is to create and improve understanding, not for one party to “deliver messages” to the other. That would be rude. The purpose of conversation is to create and improve understanding, not for one party to “deliver messages” to the other. That would be rude. There is no “audience” in a conversation. If we must label others in conversation, let’s call them partners. There is no “audience” in a conversation. If we must label others in conversation, let’s call them partners. People in productive conversation don’t repeat what they’re saying over and over. They learn from each other and move topics forward. People in productive conversation don’t repeat what they’re saying over and over. They learn from each other and move topics forward.

Conversations are about talking, not announcing. They’re about listening, not surveying. They’re about paying attention, not getting attention. They’re about talking, not announcing. Conversations are about talking, not announcing. They’re about listening, not surveying. They’re about paying attention, not getting attention. They’re about talking, not announcing. “Driving” is for cars and cattle, not conversation. “Driving” is for cars and cattle, not conversation. Conversation is live. Its constantly moving and changing, flowing where the interests and ideas of the participants take it. Even when conversations take the form of , what makes them live is current interest on both sides. Conversation is live. Its constantly moving and changing, flowing where the interests and ideas of the participants take it. Even when conversations take the form of , what makes them live is current interest on both sides.

Time for Hands-On Photo © Charles Darwin University 2005

Social Retailing “Providing social tools and platforms around products and services to create better informed and better organized buying behavior.”

Producer RetailConsumer Products Services Experiences Connected Informed Organised MaterialConsumer Social Retailing Social Retailing

It is about giving away..

Giving away design

Give away marketing

It is about information..

Class Discussion Cartoon ©