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The Cluetrain Manifesto: 10th Anniversary Edition [Format Kindle]

David Weinberger , Christopher Locke , Rick Levine , Doc Searls , McKee Jake , Jake McKee , J. P. Rangaswami , Dan Gillmor
5.0 étoiles sur 5  Voir tous les commentaires (1 commentaire client)

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Présentation de l'éditeur

The Cluetrain Manifesto began as a Web site in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the Linux Journal, and NPR, posted 95 theses about the new reality of the networked marketplace. Ten years after its original publication, their message remains more relevant than ever. For example, thesis no. 2: “Markets consist of human beings, not demographic sectors”; thesis no. 20: “Companies need to realize their markets are often laughing. At them.” The book enlarges on these themes through dozens of stories and observations about business in America and how the Internet will continue to change it all.

With a new introduction and chapters by the authors, and commentary by Jake McKee, JP Rangaswami, and Dan Gillmor, this book is essential reading for anybody interested in the Internet and e-commerce, and is especially vital for businesses navigating the topography of the wired marketplace.

Biographie de l'auteur

Rick Levine is co-founder of Mancala, Inc. Previously, he was architect of Sun Microsystems' Java Software group. He lives in Boulder, Colorado. Christopher Locke publishes Gradient Reversals from Boulder, Colorado. A noted speaker, he has also written extensively for publications such as Forbes, Internet World, Information Week, and The Industry Standard. Doc Searls is Senior Editor of Linux Journal. He has written for Upside, Omni, and PC Magazine. He co-founded Hodskins Simone & Searls, which became one of the leading advertising agencies in Silicon Valley. He lives in Woodside, California. David Weinberger is the editor of JOHO (Journal of the Hyperlinked Organization). He is a commentator on NPR's "All Things Considered" and has written for Wired, the New York Times, and Smithsonian. He lives in Boston. Craig Newmark is an Internet entrepreneur best known for being the founder of the San Francisco-based website Craigslist. Jake McKee is the Principal and Chief Ant Wrangler at Ant's Eye View, a Dallas-based customer collaboration strategy practice. He was previously Global Community Relations Specialist for the LEGO Company.

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Commentaires client les plus utiles
5.0 étoiles sur 5 La bible du web marketing 14 février 2014
Format:Broché|Achat vérifié
Ecrit en ... 1999, retouché (à peine), et toujours d'actualité. Un ouvrage incontournable pour qui veut comprendre le web social et ses impacts
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Amazon.com: 4.1 étoiles sur 5  19 commentaires
23 internautes sur 24 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 `We are watching but we are not waiting.' 14 août 2009
Par Jennifer Cameron-Smith - Publié sur Amazon.com
This book was originally published in 2000, when the potential of the Internet was becoming apparent to many traditional businesses and managers. At that time, many were seeing the Internet as replacing traditional markets (at least in some areas) and millions were starting to explore the knowledge potential. Smart search engines were starting to reshape the way in which many of us obtained instant information.

That was at the end of last century: is this book still relevant today?

Yes, and no. For many of us, world-wide connectivity is still new enough that we have not fully embraced the rules of engagement For others, unfamiliar with a different way of doing business, much of what is written in this book will seem obvious and self-evident. But is it?

Much of this book is about the conversations that occur continuously in the virtual world. The spontaneity of these conversations; their breadth and instantaneous coverage is now a given. Good news and bad is disseminated instantly. Product recommendations (good and bad) can be published by anyone with an Internet connection. Of course, not all aspects of these instant connections are good. The virtual world has its own demons.

I reread this book to remind myself of where we were a decade ago (or last century, if you prefer). I also wanted to check whether the potential of so many interconnected conversations was becoming reality. My answer (there are surely others) is yes. The conversations of connectedness are changing both the business we do and the way in which we do it.
Is it still worth reading, or rereading, this book? Yes. Perhaps the ideas could have been condensed for easier digestion, but there is something in the enthusiasm of the delivery that is also part of the message.

Jennifer Cameron-Smith
21 internautes sur 22 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Are You Listening to Your Customers? 4 août 2009
Par MR CM Grenier - Publié sur Amazon.com
The Cluetrain Manifesto was originally hosted as a website by four employees who respectively worked at IBM, Sun Microsystems, the Linux Journal, and National Public Radio (NPR). These four IT and social experts wrote "The Cluetrain Manifesto: the end of business as usual" and created a paradigm shift in the way businesses view customers, ecommerce and the Internet. Authors Christopher Locke, Rick Levine, Doc Searls, and David Weinberger convincingly illustrate that the freedom of expression provided by the Internet will force businesses to listen and conversate with customers on a real level or face business extinction.

The book contains a list of 95 theses. Below are my favorite 10 from the list:
1. Markets are conversations
2. Markets consist of human beings, not demographic sectors
7. Hyperlinks subvert hierarchy
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
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
24. Bombastic boasts - "We are positioned to become the preeminent provider of XYZ" - do not constitute a position
50. Today, the org. chart is hyperlinked, not hierarchical. Respect for hands-on knowledge wins over respect for abstract authority
60. Markets want to talk to companies
74. We are immune to advertising. Just forget it.
75. If you want us to talk to you, tell us something. Make it something interesting for a change.

The heiarchical mass marketing mediums like TV ads, billboards, and planted Press Releases are rendered virtually useless because customers don't want to be interrupted and they no longer believe in a one-way business conversation. Customers can compare prices across tens of thousands of stores with a click of a mouse. User feedback and peer reviews speak truth to corporation's product and service quality claims. And activist groups are creating tribes of followers to challenge the PR statements written by tenured media relations experts.

The book encourages companies to allow employees at all levels to speak openly with customers, answer questions and personally respond to issues and complaints on blogs, email and forums. The authors contend that the traditional command and control management of employees that restricts open employee interaction with customers will ruin a company in the post web 2.0 world.

The Cluetrain Manifesto is guide for doing business in a world with thousands of collaborative social platforms in existence today and will exponentially grow tomorrow.

I personally attended Church with Doc Searls, before Dr. Searls moved to teach at Harvard, and heard Doc share that 'markets are conversations'.
12 internautes sur 16 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 don't miss it.. 16 juin 2009
Par Nuzhet Algunes - Publié sur Amazon.com
We are living the times of change. A critical 20 years of period, which we can call "a transition period from industrial age to information age".

Within that transition, people are changing. By all means. Their consumption patterns, their reactions to life, expectations from life.. Everything is changing.

And of course their attitude to business and brands is changing.

Most of the brands that are in our lives, keep trying to communicate with us with the industrial age formula of marketing, which is unfortunately obsolete right now.

World is changing, so must the brands. This is inevitable.

Cluetrain manifesto, when first published in 1999 was a revolutionary book. Looking at the pages after 10 years, I can see how visionary the book and its content was.

In 1999, it was talking about "networked societies and its impacts on brands, as well as simple and effective recipes for brands on "how to adopt themselves to the new networked language".

Today, after 10 years, we are talking about facebook, twitter, like they came out from nowhere, and we are trying to find ways "to get in to that networked conversations with our brands"..

Thats the reason why, I was very happy to see the 10th anniversary edition on amazon. Hope it will be read by more and more marketing professionals.

Cluetrain Manifesto is a must have for every marketeer, who wants to move himself/herself & his/her brand to the new world of marketing.
5 internautes sur 7 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Now with even more clues and cluesters!! 27 juillet 2009
Par Frank Paynter - Publié sur Amazon.com
Buy this book. Seriously. If you're reading this review then you need to know more about the Cluetrain phenomenon, a meme that has bounded many people's online reality for the last ten years. There is no better way to find out more about Cluetrain than to read the book. Oh, and then you should probably read through it again.

I think that the "Cluetrain Manifesto" has a lot in common with Hawking's "A Brief History of Time." More people have purchased Hawking's book and left it unread than any other. They leave it beside the bed or in the john, or wherever they put books they intend to read, but somehow they never get around to reading it. That's what happens to popular physics, I'm afraid. And it also happens to the current trend in marketing and business books. Which Cluetrain epitomized--ten years ago.

So, yeah. You already have a copy of Cluetrain, and for gods sake it's available online for free, but the odds are you've never cracked the cover of the dead tree version or spent more than about a minute-and-a-half staring at the pixels of the online version before your commitment to continuous partial distraction drove you to click forward, a busy little internet bee pollinating a million flowers but never stopping to appreciate just one. I could be wrong.

Anyway, I've been watching this Amazon review space for a month waiting for someone to write something, anything (and that doesn't count the dude who wrote his review before the ink was dry and offered the book buying public even less substance than I offer here.)

I'm reviewing this on my blog any day now, but thought I'd put in a good word for it here before it is totally remaindered and my more serious review becomes moot.

The Cluetrain Manifesto was written by four men who had strong voices and clear vision regarding the internet. The original text is there in the tenth anniversary edition, as well as updates from each of the four authors and additional material from four other internet advocates.

Really, just buy it. And read it this time. A lot of it is still as real as it was in 1999, and some of it is even more-so.
4.0 étoiles sur 5 More Appropriate for Larger Businesses 9 avril 2012
Par The Scarolas - Publié sur Amazon.com
I came across this book at the bookstore. As with any book, I first checked the Amazon reviews. I also tend to hold the Fast Company endorsements in high regard. I am part of a small business & have been reading various books on social media and the internet economy. This book would have been much more impressive had I read it when it came out 10 years ago. Now, I would say it is worth reading but it felt dated (for example, the Lycos story). In the new material for the revised edition, the authors also spent a good bit of time explaining that change has not occurred as quickly as they expected.

I would say that the authors did a good job of hammering a few key points throughout the book in an interesting way. In a few of the sections, the material nearly slipped into self-absorbtion; but to the authors credit they pulled it back and kept on message. The 3 new chapters added by new contributors were as good as anything in the core of the book.

This book is not a "how to" book about competing in the internet economy. It is focused instead on the philosophy that business managers need to adopt regarding less control and greater engagement with their customers and employees. We are all seeing this and so the main thesis is right on track (as predicted by the authors a decade ago). Working for a small company, I think there are better books that are geared toward smaller businesses ("Six Pixels of Separation") and provide more concrete steps and what you should be doing to achieve the ideals laid out in this book. This book would be a great introduction to senior managers for larger businesses who could use a wake up call regarding more openness and greater engagement for customers.
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