Marketing 450: Part 4

Some key points from The Cluetrain Manifesto

There is no market for your message.
There is no market for your secrecy.
Our only hope is to talk, starting now.

Dynamic Storytelling

Incremental elements that get dispersed across multiple channels of conversation to create a unified and coordinated brand experience

Devotion of time

70% low-risk content, 50% of time
20% innovate from what works,
engage more deeply
10% high-risk content, brand new
ideas, tomorrow's 70/20

What's a guardrail

A clear definition of who the brand is
and what makes it different.
Something you can look at and know
if you are on- or off-track immediately.

Personas

� An image of who we interact with
� More than plain demographics, they
have geographic, psychographic,
intent, technological and other
considerations
� They tell a story with a fictitious person
who represents a larger group

POV

point of view
It is the thing for which your brand will stand and the measure against which you will determine the content to produce and not to produce

S.M.A.R.T

Specific
Measurable
Actionable
Relevant
Timely

Content Auditing

Aligning content to POV and business goals.
Ensuring content is right for the people you
want to establish a relationship with.

Story mining (baiting)

Uncovering stories that exist about your company, its products, services, history, people, location, industry, quirks, leaders, etc.

socialize content

provide a system by which people can share it with one another. In fact, not just a system but a compulsion to share it...something that makes them feel and
look better for sharing it!

T strategy

Deep in one area, broad in others

Heuristic ideation

process by which teams/people generate new ideas by looking at two items of interest that are already in existence but not apparently connected, then finding a way to connect them.