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There's nothing like a little criticism to spark reflection and introspection. Well, usually after a hefty dose of denial and defensiveness first. But we're all about community self actualization here so I thought I'd take this opportunity to open up the dialogue and invite your feedbackpositive or constructiveon this site and our efforts in various new media forums across the web. Here goes.

 

Holding up the mirror

As a background, recently Open Port and our community managers received some criticism from the community-at-large that the site, and our technical experts, were too focused on marketing objectives. IT Blogger rodtrent on his myITForum.com blog complains that when he attempted to find vPro information on Open Port, he noticed in a discussion that the community was "inundated with responses from vendors about how their management product was the best." Additionally, in an Intel-sponsored forum on popular IT fansite Ars Technica a community member laments how he is tired of hearing the product name vPro in the forum.

 

So these criticisms are valid. We want you to know we hear you. And we wanted to ask more of you to join this conversation. What do you think? Are we "doing it right?" And by "it" I mean does Open Port enable tech enthusiasts and IT professionals like yourselves the opportunity to engage in technical discussions and connect with others who have similar interests in Intel technology?

 

The Nacho Analogy

In the spirit of engaged dialogue, I wanted to propose an analogy that might help frame the discussion. My colleague Bob Duffy came up with a brilliant one I thought I'd share with you. It has to do with nachos. He noticed that nearly every restaurant you visit includes nachos on their menu. And let's face it, some nachos are better than others, depending on the restaurant. So what makes a good nacho, you ask? Bob says it is the "cheese to chip ratio." The best nachos, Bob claims, have a well balanced ratio between cheese to chip. Too much cheese can drown the chip. And too much chip can be dry and difficult to swallow.

 

The same holds true, he argues, for commercial information in community conversations. Since this site is on Intel.com, there is going to be some element of cheese (aka marketing). But the chip (aka non-commercial information) is the foundation of the information that is shared among the community and should be the crux of the community conversations. So what is a good community chip-to-cheese ratio? Is it 20% commercial information (or marketing) and 80% technical data?

 

You decide. And while you're at it, can someone please figure out how to make the real cheese as liquidy and gooey as the fake cheese product they put on nachos?



Add a comment Leave a comment on this blog post.
Jun 4, 2008 6:38 PM Guest Ilene  says:

Why would 'marketing' content not be considered important information? What makes something marketing content versus other types of information? Ultimately it is up to the reader to decide whether the information is valid to them, one person's marketing is another person's information.

Jun 4, 2008 6:19 PM Guest Richard Fahey  says:

I'm not sure there is anything inherently wrong with people participating in a conversation to promote their products. I think the corollary would be much worse; people not contributing their opinions. As long as everything is transparent within the conversation i.e. it is clear who people work for etc. I see no problem with this. It is up to others to decide and make their opinions on all the available conversation threads.

 

On Marketing question, I think people already appreciate this is an Intel branded and hosted platform. It is always more effective for others to promote your products i.e. non-intel people, than for Intel employees to try to market their products within the forums. There is a great presentation from Seth Godin at http://tinyurl.com/4uxgbr which talks about this kind of marketing, and why it is more influential.

 

As for the 20% commercial and 80% technical question, I don't believe you can quantify this. It really depends on the question posed. Is the person looking to be marketed to, or are they simply asking a technical question. As for whether the blogs should be commercial or technical it's probably a bit of both. I think you can probably analyse which are more popular and take it from there.

Jun 11, 2008 12:38 AM Axel Schultze Axel Schultze    says:

You asked the question... my answer is "Depends on your goals". And while there is NOTHING wrong with being a bid too much on the commercial side - it may be less inviting, may be less likely to contribute, may be overwhelmingly dominated by Intel and NOT the community and at the end it is just a tiny little bid less successful. Meaning the conversation continues to happen on one of the 1 Million groups, forums or message boards - nobody knows where.

 

Hence the question: What is success?

1) is it lots of activities from your several million user strong community?

Than the answer is YES too much marketing, too less care, too hard to find.

2) Is it to participate in the social media movement and justifying it with square inch of product placement the answer is NO

3) Is it to win insight into your customers and partners and learn what they do with your products? The answer is _ oh well it is what it is...

4) Is success to empower your community to actively engage, discuss all kinds of topics, not only technical but also business topics and bring NEW CONTACTS to the community, making your users to advocates and viral sales force the answer is : IT IS WAY TOO MUCH MARKETING

 

Facebook won 60 Million users with zero advertising, zero cold calls in just 5 years. MySpace won 250 Million users with zero traditional marketing in 7 years. An average American is hit by 4,000 brand impressions of all kind every day - there is no need to make it 4,001. Instead provide those people with a place to communicate, create a dialog not only with you but MUCH MORE IMPORTANTLY with others. Brand advocacy is a value no ad budget in the world can buy.

 

Xeequa just won the "American Entrepreneur Idol 2008" with a business model that was described as "A company that actually may transform the way we do business".

 

But with all that said - you are way ahead of the rest of the industry. Your community engagement is awesome and you demonstrate you care. You and your team work hard to get it right. Thats what counts and will make you a thought leader - again.

 

 

My 2 cent

Axel

Sep 10, 2009 1:23 AM Guest nhattruong  says in response to Axel Schultze:

I argee

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nuoc hoa | nuoc hoa nam | nuoc hoa nu