6226 2014 week1_part1_share
TRANSCRIPT
MKTG 6226F: Social Media for Marketing and Management
January 6, 2014 Class 1: Introduction Prof = Rob Kozinets Office - 329N Secretary = Sheila Sinclair Phone = (416) 736-2100 x. 20513 Email = [email protected] or [email protected]
Leonardo da Vinci (Italian dra+sman, Painter, Sculptor, Architect and Engineer whose genius epitomized the Renaissance humanist ideal. 1452-‐1519)
RelaEonships
The Cluetrain Manifesto • 95 “Theses” • Thesis 1: Markets are
ConversaEons • Thesis 2: Markets consist
of human beings, not demographic sectors
• Thesis 3: ConversaEons among human beings sound human. They are conducted in a human voice.
The Cluetrain Manifesto • Thesis 4: Whether delivering
informaEon, opinions, perspecEves, dissenEng arguments or humorous asides, the human voice is typically open, natural, and uncontrived
• Thesis 5: People recognize each other as such from the sound of this voice
• Thesis 6: The Internet is enabling conversaEons among human beings that were simply not possible in the age of mass media
Modern CorporaEons
• Dehumanize relaEonships into quanEfied valuaEons
• Tend to be “inauthenEcity engines”
• ConversaEon Terminators • Reward us for forgeWng
the human voice • Social media demands
wake us up from this terminaEng trajectory
