I stumbled accross this great piece of insight provided by David Veneski, a marketing manager at Intel, who said that one of the requirements of his marketing efforts was to NOT link to Intel.com.
Wham! Thank you David. Exactly what I was preaching to a client the other day.
Well-known web analyst, Jeremiah Owyang adds that rather than try to join a community then pull them away, the marketing efforts of Intel was focused on to join communities and staying there – likely where the trust is highest.
A popular prophecy amongst web designers and strategist is predicting the death of print. I prefer to say, bye-bye to the irrelevant mammoth corporate “brochure” website.
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I don’t understand. Why not? Am I missing a link to Veneski or Intel?
@NicP – hi!
Intel’s aim is to build loyalty and trust around its brand – and one of the ways they do this is by rather engaging their target market within communities that are NOT owned and controled by Intel themselves i.e. fishing where the fish are.
As a matter of fact, if you look at your own personal brand – you might realize that most of your interaction with other web users doesn’t happen on your site, but on other communities – like Twitter, like FB, like other topical blogs.
Point is, it just isn’t enough to try and pull people to your website – you need to mingle with them in their space as well
Hope this makes better sense!
Communities seem to perceive selfish agendas (pull) – it’s like they have a 6th sense to weed it out – so rather mingle, listen, get involved and engage.