spreading the word open collaboratively

The Open Collaboration Marketing manifesto

An Open Collaboration is nonhierarchical, emergent, open, nonowned and participatory.

How do you market in an openly collaborative way?

In traditional marketing the focus is on selling something to the customer. In open collaboration marketing the intention is to connect those who need something with where they can get it. If someone does not need something then they should not be convinced to get it.
In traditional marketing the focus is on controlling how a product/service is presented to a customer. In open collaboration marketing is to facilitate the true nature of a product/service to be presented to others.
In traditional marketing there is a distinction between the company and the customers. In open collaboration that distinction begins to blur as the customers themselves make the product/service also.
In traditional marketing there is a distinction between Research&Development and Marketing. In open collaboration models the customer/client is involved with Research and Development, and that involvement is the organic marketing of the product/service.
In traditional marketing the model is interuption marketing where the idea is to interupt what people are doing to tell them about a product. In open collaboration marketing the participation of people in the product/service leads to a natural spread of the information.
In traditional marketing the company controls the message and brand image. In open collaboration marketing dialogue between customers is encouraged and customers help evolve what the message and brand is.
In traditional marketing the message and brand is set in stone. In open collaboration marketing the message and brand is constantly evolving.
In traditional marketing there is a massed broadcast message. In open collaboration the message seeps through person-to-person through the social networks and through word of mouth.
In traditional marketing there is not an effort to connect customers with other customers. In open collaboration there is a facilitation of customers to connect with each other and to form tribes and cell groups.
In traditional marketing one wants exclusivity. In open collaboration one encourages spinoffs and remixes. One encourage others to build on top of what you have.
In traditional marketing there is secrecy about what happens internally in a company. In open collaboration there is transparency. That transparency helps to keep people involved, informed and interested. The transparency itself can aid marketing.
In traditional marketing the focus is on creating a website that presents things in a nice light. In open collaboration the focus is on creating a website that is simple and allows people to participate and use it.
In traditional marketing there is a product/service to sell. In open collaboration the product/service is free. Money flows into the system through other means – donations, fellowships, grants, social investments, sponsorships, partnerships etc….. The fremium model where the basic service is free and the deluxe service costs money is a hybrid model combining open collaboration with traditional models.
In traditional marketing the product/service is owned by the company. In open collaboration the product/service is not owned by anyone. Thus it can be copied without legal problems. This facilitates the growing of a culture around these products/services. And can lead to many people then using your product/service.
In traditional marketing you are competing against other people with similar products/services. In open collaboration there is an understanding of your distinct inviduality as compared with other companies/groups, and there is an understanding that you are collaborating with them for a larger purpose and vision.

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