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June 16, 2005
Microsoft's mea culpa, and its response
A good mea culpa from Microsoft: A Windows product manager says the software giant has been a poor listener.
"We have not done a good job of listening to the needs of online consumer leaders," says Microsoft's Josh Levine. "We have heard repeatedly that these communitie want one place to find timely, in-depth information coming out of the Windows group as well as other groups across Microsoft that touch consumer technology."
So, the company has launched The Hive, an online community for online community leaders. I like Levine's positioning of the Hive: "The Hive isn't about Microsoft. It's about community leaders coming together to better serve their readers and members." But he says it's not a marketing initiative. Hmmm.
Providing a community forum for influentials and evangelists to connect is a solid strategy, so kudos to Microsoft for its timeliness. A few niggles: I'm not sure the Hive's points-for-participation feature is necessary. If the experience of another "hive" is indicative -- in this case, BzzAgent -- then roughly 25% (or less) of a community participates in points programs. It seems that fewer people are motivated by points. Delivering on the mission of the community -- getting insider news and information about Windows products, sharing
tips with other community leaders to help improve one's community -- should provide the incentive to participate.
That, and the name "The Hive" joins a crowded field of buzz nomenclature. "Bees were a good analogy for the idea of leaders coming together and cross-pollinating ideas and sharing information," Levine says. "Plus, poodles seemed too silly."
Josh is mistaken about two things:
1. The Hive is a marketing initiative; connecting customers is marketing. It's just not part of a lame ad campaign.
2. Poodles are not silly.
Other blogs that reference Microsoft's mea culpa, and its response:
I have only one question for either you or Levine: How do you define "community leader?" All I know is every time I see a "spokesperson for any affinity community to which I belong, that spokesperson is saying something I disagree with and he or she never asked me to begin with.
I'd say a community leader is someone who facilitates bringing together people who share a common interest.
Ben
After reading your comments on 'The Hive' i decided to see for myself.
I do agree that the point for treats thing is not necessary but today on my first visit, i did notice some topics I was interested in regarding BLOGS and advertising for example. I did like the fact that there are members from outside the US as well.
These are my first impressions.
Serge
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