[Marketing] core message platform (CMP) discussion

Andrew Tomlinson adt at cannontomlinsonbyrne.com
Thu Aug 23 10:30:00 UTC 2007


I think the main public descriptor needs to be suitable for general media.
The more sophisticated it is the more work you will make the person writing
a story about OpenID - if we give a cut and paste soundbite that they
understand it is easier for them to publicise OpenID.
 
I think where you go next needs to be tailored as there are multiple
different distinct aspects OpenID:
 
1. A protocol you can use for intranet/extranet/internet SSO (developers)
2. A authentication method you can put on your website (RP owners)
3. An identifier type that an identity company may want to provide for their
customers (OP owners)
4. A way to reduce the numbers of usernames and passwords you need to
remember (end-users)
5. OpenID community - decentralised, open, free, shaking things up etc
(media)
 
It seems to me that the information for end-users is the one that is causing
the most aggro at the moment. So focussing on that aspect can't be too bad
an aim. Working on OP/RP owners (not developers) comes soon after as it
increases the value of your OpenID, but for now an 'if you build it they
will come' policy could suffice.
 
> we ought to be able to gain a level of enthusiastic agreement 
I look forward to 'enthusiastic agreement' from all parties on where the
marketing/messaging goes ;)
 
I made some flippant comment like that regarding how the site should
recommend OPs to help get people started. I received some criticism for that
as I was being negative so this time I will offer an alternative.
 
Maybe a solution is for the foundation or even the general community to vote
on who will have the final say on these fundamental marketing matters.
Having one person (or a committee as second best) with the responsibility
and decision making power has got to be better for getting things done
doesn't it? It doesn't stop them soliciting advice from everybody!
 
Just a thought.
 
Andrew
 
________________________________

From: marketing-bounces at openid.net [mailto:marketing-bounces at openid.net] On
Behalf Of Bill Washburn
Sent: 23 August 2007 05:52
To: OpenID marketing
Subject: Re: [Marketing] core message platform (CMP) discussion


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
<http://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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