“The cluetrain manifest. The End of Business as Usual”. I would read it if I were you.
Markets have always been conversations and people like to talk to each other about their “shit” when they have to make a decision.
Recomiendo el libro a las personas responsables de la estrategía empresarial, directores generales, marketing u dueño/empresario de una pyme.
El libro “The cluetrain manifest, the end of business as usual” explica como el hiperenlace y la comunicación entre “las personas” gracias a la www nos está haciendo “volver” a la forma tradicional de hacer negocios: entre personas y conversando.
La mayoría (99,999%) de las empresas siguen soñando con un Internet tipo > tubo sentido único> para meter y “empujar” #@|&%$ hacia sus potenciales “consumidores”. Sus responsables están equivocadas.
En fin, no voy a escribir un resumen habitual sino unas cuantas de las frases que más me han gustado. Así se pueden dejar caer por donde quieres, escribirlos en la pared del lavabo de Marketing en el septimo (mejor el lavado donde van a comer l@s peces gord@s) o usarlas para impresionar (o asustar) con “tu mente” a aquella persona especial.
El libro. Locke, Christopher, et al. The cluetrain manifesto, the end of business as usual. Cambridge Massachusetts: Perseus Publishing, 2001. Lo de et al significa Rick Levine, Doc Searls y David Weinberger. Sólo está en inglés.
Introducción ("maybe" la parte más importante del libro)
People of Earth.... A POWERFUL GLOBAL CONVERSTAION HAS BEGUN. xxi
The manifest includes 95 points.
Markets are conversations. xxii
Markets consist of human beings, not demographic sectors.
The human voice is typically open, natural, uncontrived.
The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
Hyperlinks subert hierarchy. (ojo. la idea es muy fuerte).
Markets want to talk to companies.
Sadly, the part of the company a networked market wants to talk to is usuarlly hidden behind a smokescreen of hucksterism, of language that rings false—and often is.
Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall.
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.
As markets, as workers, both of us are sick to death of getting our information by remote control.
As markets, as workers, we wonder why you're not listening. You seem to be speaking a different language.
We are immune o advertising. Just forget it.
If you want us to talk to you, tell us something. Make it something interesting for a change.
We are waking up and linking to each other. We are watching. But we are not waiting.
(fin de introducción)
Conversation ignores the bounderies between companies and their customers p. 55
We seem to know, intuitively, when something spoken, written, or recorded is sincere and honest—when it comes from another person's heart, rather than being a synthesis of corporatespeak.... Missing are the voice, humor and simple sense of worth and honesty that characterize person-to-person conversation.
...Networked markets get smart fast.
Metcalf's Law states that the value of a network increase as the square numer of users connected to it—connections multiply value exponentially.
THE CLUETRAIN COROLLARY: the level of knowledge on a network increases as the square of the number of users times the volume of conversation.
So, in market conversations, it is far easier to learn the truth about the products being punped, about the promises being made, and about the people making those promises.
Networked markets are not only smart markets, but they're also equipped to get much smarter, much faster, that business-as-usual.
INSIDE FORT BUSINESS
The only place where firewalls are used to protect nothing or to control employees.
You may not hear this at your place of work, but the WEB has touched it.
Whether you like it or not (Mr. Business), your business is becoming hyperlinked (from the outside).
It is a little thing (hyperlink). It is a big change in the ground rules of work. The official structure is of little use to you. Instead, your network of trusted colleagues becomes paramount. Your effectiveness depends upon how networked you are, how hyperlinked you are.
Fort Business views information access as a publishing process, pushing to the appropiate people precisely the information they need at the right time.
Companies that let their customers and suppliers into the process early on deliver better products. And they forge the bonds of trust and delight.
*/ my words. Companies “that let their employees out to talk with clients are archieving better rankings in customer satisfaction for after sales services.
*/ Finishing up.
I do not know if I will add anymore to this summary. If you really want more, maybe it would be better to just read the book yourself.
