[Marketing] core message platform (CMP) discussion

[Bill Washburn]

Regarding the question...

Out of interest what is the process going to be for developing the marketing
message - who will have the final say?

Well, this is a grassroots kind of movement, so the community is the source
of most of the core messaging...  perhaps with tweaks from the most
experienced amongst all of you in certain circumstances.  As much as
possible when it comes to "final say,"  we ought to be able to gain a level
of enthusiastic agreement on most of the important and main points.  No?

Regarding the main message being the "What is OpenID?" section, I agree this
is the core...

A big question about the "What is OpenID?" section is:  Is there one single
main message sound bite or tag-line that works for all audiences or will the
main message have to vary depending on which group being targeted?

Or to put the question another way, does the core message about OpenID need
to target multiple audiences, (website operators, developers, early
adopters, end-users) or is there really only one target audience that ought
to be the focus of all attention?

-bill


On 8/22/07, Andrew Tomlinson <adt at cannontomlinsonbyrne.com> wrote:
>
>  Yes, mechanism is probably not the right word. Openid.net uses framework
> in its descriptor which is more friendly than protocol, but this is still
> specialist terminology.
>
> "OpenID is an open, decentralized, free framework for user-centric digital
> identity."
>
> On a quick search to see how the BBC described OpenID for a semi-technical
> audience (maybe people on this list wrote the press releases so it may be
> tainted data):
>
> http://news.bbc.co.uk/1/hi/technology/6339813.stm - "The Open ID scheme
> uses web addresses that people already own to help authenticate their
> identity. "
> http://news.bbc.co.uk/1/hi/technology/6376029.stm - "OpenID is a
> decentralised identification system that lets individuals use a single
> password for any site that supports it."
>
> Scheme seems to me a lot more approachable. I also like the use of
> the term "web address" instead of using URI or overloading the term OpenID -
> makes things sound a lot less technical.
>
> Maybe the main descriptor might benefit from a non-technical version as
> well as the current technical one on openid.net. Something like:
>
>  "OpenID is a simple, safe, free way to use the same password on multiple
> websites."
>
> Not perfect, but demonstrates the idea. Do people think this loses too
> much of the message?
>
> Let me know what you think.
>
> Andrew
>
>  ------------------------------
> *From:* marketing-bounces at openid.net [mailto:marketing-bounces at openid.net]
> *On Behalf Of *Hans Granqvist
> *Sent:* 21 August 2007 21:26
> *To:* OpenID marketing
> *Subject:* Re: [Marketing] core message platform (CMP) discussion
>
>
>  What is OpenID?
> >
> > 1.   A decentralized, open source mechanism for single sign-on ...
> > 2.   An way to eliminate the "I have far too many user names and
> > passwords"
> > pain
> > 13.  OpenID enables single registration
> > *    It is more secure than username and password
>
>
> OpenID is not am authentication mechanism but a protocol, so that
> statement is incorrect.
>
> ...
> > The first section is the main message. Getting that right is the key.
> >
>
> Exactly.
>
> -Hans
>
>
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> http://openid.net/mailman/listinfo/marketing
>
>
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