Open-Source Mechanics: Marketing Through Community Segmentation

“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…”