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Open-Source Mechanics: Marketing Through Community Segmentation

Sep 30, 2007, 00:00 (0 Talkback[s])
(Other stories by Matt Asay)

"The truth about community is somewhat more complicated, Stegner and Onetti write, requiring traditional marketing segmentation to effectively feed and harvest from one's communities. How one does this is non-trivial but critically important.

"Stegner and Onetti propose several different methods, and then walk through the Funambol experience, which I find particularly valuable because I believe that Funambol, more than most open-source companies, recognized the distinction between different types of community members and has worked hard to interact with them differently..."

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