As one of the least discussed Web 2.0 Marketing elements shown in the graphic below, Wikis and Open Source Marketing can be valuable tools given the right situation. When I discuss these elements with small business owners, however, most, even those familiar with social media, have no idea what they are. So let’s begin by loosely defining what they are.
Open source, most commonly used to describe software, is more of a cultural concept than a technical specification in much the same way that “Web 2.0 marketing” is a term most commonly used to describe the evolution and integration of interactive tools, such as social media tools, rather than a specific standard or code. In the case with software, open source is usually a collaborative effort by many developers, offered “as is” and free of cost. Users are also allowed to modify the code as they see fit (e.g. Linux, Mozilla/Firefox, etc.). Open Source Marketing takes it a step further by putting marketing control in the hands of the community and letting them run with it. Read more about open source marketing…
Wiki is a website that can be viewed and modified by anyone with a browser and internet access – generally used for collaboration by a group. A familiar example of a Wiki is Wikipedia. Although Wikipedia is not a marketing Wiki, Wikis are a great platform to implement Open Source Marketing.
I searched YouTube and found an older but relevant video that explains how a Wiki works. It does not explaining using it for marketing but I think it will help you understand the concept.
Imagine launching a website that your readers can actually edit. That in a nutshell is a “Wiki.” Sound a little scary? “Brand guardians” who cut their teeth on traditional marketing models no doubt feel high anxiety in response to this new trend as it flies in the face of the “command the media and control the message” mantra. However, as Collaborate Marketing points out, a new breed of marketers have emerged with a different vision of the world. Inspired by websites such as The Cluetrain Manifesto, they understand the mindset of the new consumer and the values of Open Source Marketing. And this has led them on a winding path into an unknown frontier which is very different from the command and control mindset of the traditional marketer.
These new pioneering marketers have learned that the expansive vistas created by Open Source values are transparent, operate in real-time, are controlled by people not companies, are global, highly reactive, are flooded with information and made up of millions of interlinked niches. They understand that for marketing strategies to be effective they must reflect this new marketplace.
Make no mistake, launching a Wiki to implement Open Source Marketing has it challenges. It is not always a bed of roses as the LA Times found out. They launched a Wiki for their editorials then promptly removed it after it was defaced.
Yet, others like Wikipedia.org (not really a marketing example) have enjoyed phenomenal success. I mention this only because it is a Wiki with which almost every web surfer is familiar. Examples of marketing success using a Wiki would include, among many others, Channel 9 Wiki (Microsoft Developer Network), Intel, Sidekick (T-Mobile), Cherry Jones 4eva (Ford), Mike 2.0, Scrapbooks etc. (Better Homes and Gardens) and Intuit.
So how can you take advantage of Open Source Marketing, Wikis and their success, while avoiding the pitfalls that plagued the LA Times and others? Here are a few tips:
- Use control measures to lock down specific pages
- Manage access to your Wiki site through the sign-up process
- Make your Wiki user-friendly with instructions
- Create and enforce a code of ethics or conduct
The good news is that finding Wiki software that will work for your application is not difficult or expensive. You can find good comparisons at Wikipedia and WikiMatrix.
I trust you will find this article useful as well as a bit controversial. Just remember that all social media elements lean toward Open Source Marketing because they build communities, are customer/prospect centric, transparent (some more than others), operate in real-time environments (or nearly real-time), are controlled by people rather than companies, and consumers love them! As with all Social Media, you better be there or be left out in the cold.
Those that enjoyed this article, also enjoyed:
Web 2.0 Online Marketing Series – Overview
The Elements of a Web 2.0 Website
Web 2.0 Blogging For Business
Web 2.0 SEO – Search Engine Optimization
Web 2.0 Email Marketing & Autoresponders
Web 2.0 Pay-Per-Click Advertising
Web 2.0 Online Press Releases & Articles
Web 2.0 Forum & Blog Commenting
Web 2.0 Professional & Social Networking
Web 2.0 RSS Feeds and Widgets
Web 2.0 Video & Podcasting
Web 2.0 Bookmarking & Reviewing Sites
Web 2.0 Affiliate Marketing Programs
If you would like to contact me, you can do so by emailing me at mike.clough@bestbizpractices.org or visiting my LinkedIn page.
Posted by: Mike Clough
