Ten years ago, four authors came together to start a new conversation about marketing. The result was a book called The Cluetrain Manifesto and with it, Chris Locke, Rick Levine, Doc Searls, and David Weinberger nailed 95 Theses on the door of the Internet and challenged us all to wake up to a transformation underway in how companies and people engage in markets.
Their Ideas have grown up to become a reality during past ten years. Today markets in corporate space and consumer products have begun to recognize that they have to listen to their customers. Their recognition of collaborative online communities has created new opportunities for them.
Those who are interested in identifying real world applications should listen to a weekly podcast. It attempts to put into practical, usable terms the methods of implementing the ideas laid out in The Cluetrain Manifesto. Three interviews available at BlogTalkRadio provides summary of reflection on ideas proposed by Cluetrain Manifesto.
There are several initiatives showing adoption of these practices in the nonprofit world. Increasingly organizations are realizing that initiatives which ignore the people behind the computers are going to fail.
Call to action is not new for Nonprofit. In-fact some of them can’t survive without it. It would be interesting to find out how emerging ecology of conversation have begun shaping call to action and role of professional Nonprofits in this changed environment. Internet profoundly changes the way people interact with nonprofit. Creative uses of these challenges have created new opportunities for nonprofit work.