Cluetrain Manifesto

#cbdiner #stay

or

#cbdiner #go

Cluetrain Manifesto

#cbdiner #deal

or

#cbdiner #no deal

1. Markets are conversations.

Cluetrain Manifesto

Cluetrain Manifesto

Q1

18. Companies that don't realize their markets are now

networked person-to-person, getting smarter as a result

and deeply joined in conversation are missing their best opportunity.

Cluetrain Manifesto

Q1 In a networked market

will innovation come from the

customer or from the R&D department?

Q1 (more)

73. You're invited, but it's our world.

Take your shoes off at the door. If you want to barter with us,

get down off that camel!

Cluetrain Manifesto

Q2

13. What's happening to markets is also happening among employees.

A metaphysical construct called "The Company“ is the only thing standing between the two.

Cluetrain Manifesto

Q2 Will Enterprise

Social change the role of HR inside the

organisation ?

Q3

31. Networked markets can change suppliers overnight. Networked knowledge workers

can change employers over lunch. Your own "downsizing initiatives“

taught us to ask the question: "Loyalty? What's that?"

Cluetrain Manifesto

Brand loyalty over 12 months

Q3 In a world where there

is no customer, employer or employee

loyalty how do we build relationships that are

meaningful ?

Q4

32. Smart markets will find suppliers

who speak their own language.

Cluetrain Manifesto

Q4 Does the rise of social

tools signpost the end of the corporate web site?

Q5

50. Today, the org chart is hyperlinked, not hierarchical.

Respect for hands-on knowledge wins over respect for abstract authority.

Cluetrain Manifesto

Q5 Is influence replacing

hierarchy ?

Q6

65. We're also the workers who make your companies go.

We want to talk to customers directly in our own voices,

not in platitudes written into a script.

Cluetrain Manifesto

Q6 Are companies going to

be bold enough to let their customers talk to

anyone inside the business ?

Q7

10. Networked markets are getting smarter, more informed, more organized.

Participation in a networked market changes people fundamentally.

Cluetrain Manifesto

Cluetrain Manifesto

Q7 How does

participation fundamentally change

people ?

Q8

12. There are no secrets. The networked market knows more

than companies do about their own products.

And whether the news is good or bad, they tell everyone.

Cluetrain Manifesto

Q8 Does the networked market know more

about your products than you do?

Q9

82. Your product broke. Why?

We'd like to ask the guy who made it. Your corporate strategy makes no sense. We'd like to have a chat with your CEO.

What do you mean she's not in?

Cluetrain Manifesto

In the NYC office of Lehman Brothers the CEO was called

the ‘invisible man’ by personnel from the trading floor at HQI

he was so elusive he didn’t even make it to the infamous 31st floor

Q9 Does the CEO report to the shareholders or to the networked

market ?

Q10

17. Companies that assume online markets

are the same markets that used to watch their ads on television

are kidding themselves.

Cluetrain Manifesto

Q10 If networked markets

are proving to be different then what

will a networked workforce look like?

Q11

86. When we're not busy being your "target market,“

many of us are your people. We'd rather be talking to friends online

than watching the clock. That would get your name around better than

your entire million dollar web site. But you tell us speaking to the market is

Marketing's job.

Cluetrain Manifesto

Does allowing your

staff to go off piste

increase productivity

?

Q11

Q12

42. As with networked markets, people are also talking to each other

directly inside the company — and not just about rules and regulations,

boardroom directives, bottom lines.

Cluetrain Manifesto

“the regulators are not comfortable with our use of Social networking tools but the will get use to it, its inevitable” “with these tools, our employees will create value for us and our customers in ways we cannot even imagine today”

Reversed employee antagonism and resistance to Sunday opening by facilitating conversation on the corporate platform and devolving decision making power to employees . Now employees actively champion the Sunday opening policies which they actively shaped .

Q12 Do Enterprise social

tools represent an opportunity to re-

engage a disengaged workforce?