Comments on: Intel’s Community Marketing: Fishing Where The Fish Are http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/ Jeremiah Owyang discusses how web tools and social media enable companies to connect with customers Fri, 19 Mar 2010 17:29:21 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: ‘Digg’ing Intel – Value Beyond An Ad | V/Speak http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-1152338 ‘Digg’ing Intel – Value Beyond An Ad | V/Speak Tue, 02 Feb 2010 18:31:28 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-1152338 [...] teaser link that drives them to a content hub on Digg (see below, credit ChasNote).  As I’ve stated before, driving people to Intel.com is not my first priority.  Bringing them great content in their [...]

[...] teaser link that drives them to a content hub on Digg (see below, credit ChasNote).  As I’ve stated before, driving people to Intel.com is not my first priority.  Bringing them great content in their [...]

]]> By: Allen http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-1145232 Allen Sun, 22 Nov 2009 02:06:41 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-1145232 Did David share any actual results? did top of mind scores move? were purchases impacted? "asking lots of questions" is not a metric that can be handed back to the CEO. <br><br>But I do agree that going where the customers are is something I've been pushing since the mid 90s. Did David share any actual results? did top of mind scores move? were purchases impacted? “asking lots of questions” is not a metric that can be handed back to the CEO.

But I do agree that going where the customers are is something I've been pushing since the mid 90s.

]]> By: » Top 40 + 200 Blog Posts on Social Media Spotlight Ideas http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-1138494 » Top 40 + 200 Blog Posts on Social Media Spotlight Ideas Mon, 09 Nov 2009 22:23:05 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-1138494 [...] Intel’s Community Marketing: Fishing Where The Fish Are - Web Strategy by Jeremiah – Oct ‘08 [...]

[...] Intel’s Community Marketing: Fishing Where The Fish Are – Web Strategy by Jeremiah – Oct ‘08 [...]

]]> By: jenn_lee_ca http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-959302 jenn_lee_ca Tue, 24 Mar 2009 17:39:18 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-959302 Great post and best said as: It is better to market through the community than AT the community. Great post and best said as:

It is better to market through the community than AT the community.

]]> By: The V-Files » The Commander in Chief ‘gets’ social http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-947605 The V-Files » The Commander in Chief ‘gets’ social Mon, 16 Mar 2009 21:19:34 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-947605 [...] social media tools and disciplines into his everyday campaign activities, he was able to ‘Fish where the Fish are‘ and go where his customer base was.  That’s top of mind for me every time I engage in [...]

[...] social media tools and disciplines into his everyday campaign activities, he was able to ‘Fish where the Fish are‘ and go where his customer base was.  That’s top of mind for me every time I engage in [...]

]]> By: manu prasad » Figuring Social Media? http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-853100 manu prasad » Figuring Social Media? Mon, 19 Jan 2009 08:13:06 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-853100 [...] Jeremiah Owyang wrote about Intel’s community efforts, which also throws light on the join vs create debate that [...]

[...] Jeremiah Owyang wrote about Intel’s community efforts, which also throws light on the join vs create debate that [...]

]]> By: Trust economy. Jeszcze trochę o zaufaniu « Wiktor Cegła http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-823363 Trust economy. Jeszcze trochę o zaufaniu « Wiktor Cegła Sun, 04 Jan 2009 16:06:50 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-823363 [...] bardzo podobny temat pisał też niedawno analiytk Forrestera, Jeremiah Owyang. Intel fishes where the fish are. Wszystkie trzy rzeczy to elementarz nowego marketingu. « 100 numerów PLAYA - [...]

[...] bardzo podobny temat pisał też niedawno analiytk Forrestera, Jeremiah Owyang. Intel fishes where the fish are. Wszystkie trzy rzeczy to elementarz nowego marketingu. « 100 numerów PLAYA – [...]

]]> By: Intel łowi tam, gdzie są ryby « Wiktor Cegła http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-760106 Intel łowi tam, gdzie są ryby « Wiktor Cegła Wed, 26 Nov 2008 13:32:37 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-760106 [...] i zaawansowanych grup potencjalnych klientów Intel też miał tę wątpliwość. Wybrał mądrze: http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/ . « Obsesja dodawania [...]

[...] i zaawansowanych grup potencjalnych klientów Intel też miał tę wątpliwość. Wybrał mądrze: http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/ . « Obsesja dodawania [...]

]]> By: Figuring Social Media? | brants http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-736188 Figuring Social Media? | brants Fri, 14 Nov 2008 04:13:33 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-736188 [...] Brand, Internet, Social networking (No Ratings Yet)  Loading ... Recently, Jeremiah Owyang wrote about Intel’s community efforts, which also throws light on the join vs create debate that [...]

[...] Brand, Internet, Social networking (No Ratings Yet)  Loading … Recently, Jeremiah Owyang wrote about Intel’s community efforts, which also throws light on the join vs create debate that [...]

]]> By: jeremiah_owyang http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-734112 jeremiah_owyang Wed, 12 Nov 2008 17:50:04 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-734112 As I mentioned measurement is difficult. Sure we can measure engagement, but tying it directly to increased sales hasn't been done. Why? well it's simple. eCommerce and social media haven't yet married. Something to watch in 2009 As I mentioned measurement is difficult. Sure we can measure engagement, but tying it directly to increased sales hasn’t been done.

Why? well it’s simple. eCommerce and social media haven’t yet married.

Something to watch in 2009

]]> By: Elaine Schoch http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-733968 Elaine Schoch Wed, 12 Nov 2008 16:11:53 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-733968 Last weekend at the Thin Air Summit in Denver you said that PR has always been challenged with measurement. Now, social media is faced with the same issue. I agree with your thinking - fish where the fish are - but how do you measure that in numbers and dollars? In this economy, we need to be able to justify the cost of "testing". Calls to action can don't have to be a link back to the corporate website but if you're going to test something make sure it's measurable. Last weekend at the Thin Air Summit in Denver you said that PR has always been challenged with measurement. Now, social media is faced with the same issue. I agree with your thinking – fish where the fish are – but how do you measure that in numbers and dollars? In this economy, we need to be able to justify the cost of “testing”. Calls to action can don’t have to be a link back to the corporate website but if you’re going to test something make sure it’s measurable.

]]> By: For Marketing, Social Media is Budget Friendly and Powerful - Regular Geek http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-722972 For Marketing, Social Media is Budget Friendly and Powerful - Regular Geek Tue, 04 Nov 2008 11:29:38 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-722972 [...] I am not a marketing or public relations guru, I will leave you with words from Jeremiah Owyang: As a result, David fished where the fish were, and avoided trying to suck the members off the [...]

[...] I am not a marketing or public relations guru, I will leave you with words from Jeremiah Owyang: As a result, David fished where the fish were, and avoided trying to suck the members off the [...]

]]> By: Recent Links on Ma.gnolia at Fast Wonder Blog: Consulting, Online Communities, and Social Media http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-718925 Recent Links on Ma.gnolia at Fast Wonder Blog: Consulting, Online Communities, and Social Media Sat, 01 Nov 2008 05:32:41 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-718925 [...] Intel’s Community Marketing: Fishing Where The Fish Are [...]

[...] Intel’s Community Marketing: Fishing Where The Fish Are [...]

]]> By: David Veneski http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-717047 David Veneski Thu, 30 Oct 2008 14:49:23 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-717047 Jeremiah (and some info for Allen) - I would be happy to work with you on a Case Study that brings in numbers other than 'awareness'. While awareness is definitely part of the media mix for Intel, it is actual 'interaction' and participation in the conversation that I am aiming for. In addition, I am very keen on building an environment that promotes loyalty to the space we've created. We've done that with several efforts - increasing repeat and loyal visitors exponentially during the life of the programs and tailoring those programs based on what the community is looking for. I can bring several examples to the table in a Case Study. Being an ingredient brand, it is difficult to get a direct association of our efforts to sales, as getting sales out data from OEMs and Retailers (other than boxed product) has proven to be, let's say, a challenge at the very least. However, that's not to say we haven't had some key interactions in our social efforts that can be directly related to actual sales on the enterprise front and some new alliances due to connections made through a specific expert symposium we held. I won't plug the programs here as I don't want to take away from Jeremiah's intention on this post - let's start that Case Study and bring forth some stellar results. David Jeremiah (and some info for Allen) –

I would be happy to work with you on a Case Study that brings in numbers other than ‘awareness’. While awareness is definitely part of the media mix for Intel, it is actual ‘interaction’ and participation in the conversation that I am aiming for. In addition, I am very keen on building an environment that promotes loyalty to the space we’ve created. We’ve done that with several efforts – increasing repeat and loyal visitors exponentially during the life of the programs and tailoring those programs based on what the community is looking for. I can bring several examples to the table in a Case Study.

Being an ingredient brand, it is difficult to get a direct association of our efforts to sales, as getting sales out data from OEMs and Retailers (other than boxed product) has proven to be, let’s say, a challenge at the very least. However, that’s not to say we haven’t had some key interactions in our social efforts that can be directly related to actual sales on the enterprise front and some new alliances due to connections made through a specific expert symposium we held.

I won’t plug the programs here as I don’t want to take away from Jeremiah’s intention on this post – let’s start that Case Study and bring forth some stellar results.

David

]]> By: Intel Marketing: Fishing Where the Fish Are http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-715790 Intel Marketing: Fishing Where the Fish Are Wed, 29 Oct 2008 12:04:40 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-715790 [...] Owyang applauds Intel for marketing strategies that bring value to customers without forcing those customers to [...]

[...] Owyang applauds Intel for marketing strategies that bring value to customers without forcing those customers to [...]

]]> By: jeremiah_owyang http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-715528 jeremiah_owyang Wed, 29 Oct 2008 06:08:54 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-715528 Jalal Previous web marketing strategy is about getting customer to come to your products. (search marketing, direct mail, banner ads) Although we've yet to see many companies do this, but why not: Put the products where the customers already exist? Jalal, at some point, we'll evolve and eCommerce will join communities where they exist. Intel is a special case, as a 'component' product (not a 'consumer product), they're seeking consideration, and trust is part of that factor. Jalal

Previous web marketing strategy is about getting customer to come to your products. (search marketing, direct mail, banner ads)

Although we’ve yet to see many companies do this, but why not:

Put the products where the customers already exist?

Jalal, at some point, we’ll evolve and eCommerce will join communities where they exist.

Intel is a special case, as a ‘component’ product (not a ‘consumer product), they’re seeking consideration, and trust is part of that factor.

]]> By: Jalal http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-715401 Jalal Wed, 29 Oct 2008 02:41:14 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-715401 I hear you about the strategy, but what exactly is the ROI from staying where the fish are, and not linking to corporate sites? From a marketing standpoint, can they say concretely what they're gaining besides a hunch about "trust"? I hear you about the strategy, but what exactly is the ROI from staying where the fish are, and not linking to corporate sites? From a marketing standpoint, can they say concretely what they’re gaining besides a hunch about “trust”?

]]> By: jeremiah_owyang http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-715233 jeremiah_owyang Tue, 28 Oct 2008 23:16:58 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-715233 Bill David's a winner in everything he does --no surprise. Bill

David’s a winner in everything he does –no surprise.

]]> By: Bill Dellinger http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-715152 Bill Dellinger Tue, 28 Oct 2008 21:23:52 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-715152 David was also a letter winner on the University of Oregon Track & Field and Cross Country teams. David was also a letter winner on the University of Oregon Track & Field and Cross Country teams.

]]> By: Len Kendall http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/comment-page-1/#comment-714267 Len Kendall Tue, 28 Oct 2008 00:47:16 +0000 http://www.web-strategist.com/blog/2008/10/25/community-marketing-fishing-where-the-fish-are/#comment-714267 Especially in the case of Intel, why in the world would a brand manager want to drive traffic to the corporate site. Intel doesn't sell a product that can be purchased directly by the consumer (for the most part). This activity is all about reinforcing the brand so the goal should be to drive interaction with their personality online and not one-sided corporate literature. Especially in the case of Intel, why in the world would a brand manager want to drive traffic to the corporate site. Intel doesn’t sell a product that can be purchased directly by the consumer (for the most part). This activity is all about reinforcing the brand so the goal should be to drive interaction with their personality online and not one-sided corporate literature.

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