Reading: Cluetrain Manifesto
November 30, 2009 by Megan Hueter
Filed under Marketing and Advertising, Sports Journalism, inspiration
Image credit: http://thinkwinemarketing.wordpress.com/
This blog post is part of my ongoing weekly series discussing the role of social media and female athletics. It’s also a class requirement for a course I’m taking at John’s Hopkins University.
In short, Cluetrain Manifesto by Levine, Locke, Searls & Weinberger, is a book that changed my life. This is my second time reading it, and I was just as engaged as ever this time around.
The central theme: “All markets are conversations.” The authors talk about the history of markets – “selling things” – as conversations. They used to be hyper-local, and producers directly communicated with their customers.
Throughout the 21st century, technology and innovation have separated these two groups. Social media is giving everyday people a voice, and all of a sudden, producers (now corporate America) are being forced to talk directly with their customers again. Now people like me are in the business of telling them how to do it again, being as authentic and meaninful as possible.
It all goes back to the basics of building relationships – trust, honesty and direct engagement = success.
No matter what industry you’re in, the premise of a “relationship” and a subsequent “conversation” applies, and it’s one to constantly think about as you determine the meaning of “return on investment” (ROI) and continue to define “success” means to you, both online and off.
This is how I, over the past two years, have been grasping the essence of the sports industry. It’s a giant conversation comprised of fans, athletes, business people, brands, the media and consumers. I chose to dive in head first and made a lot of friends along the way.
Where’s your voice in the conversation about sports?
Who is the loudest?
Where’s the voice of female athletes in the conversation about sports?
