Creating a Community is Hard

AMD is really tying to reach out to the enthusiast community with their news AMD Unprocessed website and forum, but so far, the going is pretty slow. It's always that way, because building a community takes time. The conversations are kind of forced at first, and no one knows quite what they can get away with, and when the community is somewhat exclusive (Unprocessed is primarily for tech bloggers) it takes even longer.

That said, the joint appears to be run by AMD and notable Windows blogger Robert McLaws. It looks like the idea is similar to what Microsoft is doing with The Hive (of which I am also a member), but focused on AMD products primarily.

I've got a bit of advice for AMD, and we'll see where it goes from here. First, they need to get more involved. Right now, a few of us are trying to get the ball rolling, but there has been very little involvement from AMD directly in the conversations. While it might not be Scott Carroll (who took over for Chris Aarons), some AMD people need to be there talking and assuring us the place is open for business. The only way bloggers will make a point to come there is if they have a direct conduit to information ... it's all about access. Otherwise, they can probably get better information from other third-party sources.

Second, with all due respect to Scott, get your welcome message off the home page. The idea of AMD "Unprocessed" flies against the idea of a PR guy providing us with information, so you may want to consider hiring an experienced Community Manager. Either that, or you've got to "open the kimono" right away and give bloggers access to information they couldn't get otherwise. Building trust takes time, but if you want to jump start a community, sometimes a grand gesture is required.

Lastly, if it's going to be a community, give people more places to talk about off-topic stuff, and maybe even about your competitors. Communities don't always stay on-topic, and sometimes it's the off-topic stuff that keeps people going in that difficult genesis period.

Anyway, it's an interesting experiment, and I hope it works. AMD has an opportunity to grab a little more mindshare from their competitors, and it's critical at a time where AMD is falling behind in the performance area, both in processors and graphics. Hopefully this will be great impetus for them.

Chris Aarons Leaves AMD

I'm a little late to the going-away party, but suffice it to say that I was thrilled when I heard that Chris Aarons was leaving AMD. Chris and I haven't worked together much (the HP TX1000 I currently have on loan was orchestrated by Chris), but the few conversations I've had with him proved to me that Chris is a man that "gets it" (to borrow Andru's wording).

Chris is starting his own "word of mouth" marketing company called "Buzz Corps". It sounds like a very exciting time for Chris, and he's going to be amazingly successful. I can't see how he won't. Companies need to understand that marketing changed into a collaborative process while they weren't looking, and no one can communicate that better than Chris. What's really funny is that it was one of Chris' "mistakes" (the free laptop debacle that was part of Vanishing Point) that proved both his own value and the message he was trying to send.

Congratulations, Chris, on the new adventure you're headed out on, and next time you're in Seattle, give me a ring!