Shel Holtz, a well-known communications consultant, posted an in-depth look at our Tubetastic marketing campaign, calling it “a lesson in excellent blogger outreach.”

Shel also took a close look at ThoughtFarmer itself, and had this to say:

I must confess, I was pretty impressed with ThoughtFarmer, which includes a slew of features ranging from single-signon and polls to inline tagging and image galleries.

Read his entire write-up.

The world’s #2 blog, TechCrunch, featured us this week:

ThoughtFarmer embraces the Wiki model, offering an open and democratic authoring environment with no barriers to content creation. The service then adds structure and social networking to the wiki core.

Read the entire article here.

The May 2008 edition of Canadian Lawyer magazine features an article by Gerry Blackwell on how lawyers are using wikis to collaborate and organize.

ThoughtFarmer customer Hicks Morley was interviewed extensively for this article. An excerpt:

After looking at six or eight products last summer, [Hicks Morley] settled on ThoughtFarmer (www.thoughtfarmer.com), server-based software from Vancouver’s OpenRoad Communications Ltd.

Colman is pleased with the decision. “One of the lessons we’ve learned is that it’s really important to select a tool that’s very easy to use. We did look at some products that had tons of features but we thought they would be too overwhelming [for users]. That’s why we picked ThoughtFarmer — it’s intuitive, it has a nice clean look, and it’s easy to pick up.”

Colman also liked the Web 2.0 features that some other products didn’t have, such as RSS (really simple syndication) as a mechanism for notifying participants of changes, and tagging, a simple way to group pages by subject or theme making it easier to browse a document base. ThoughtFarmer also lets individual Hicks Morley users set up their own personal wikis to store links and documents they use all the time. It also lets them search for documents across all of the firm’s wikis.

After running a six-week ThoughtFarmer pilot project with one small practice group, the firm gave Colman the go-ahead to roll the product out across the firm. She is now helping transfer already-built wikis from DominoWiki to ThoughtFarmer, and to build new ones.

Read the entire article by accessing the digital version of Canadian Lawyer.

ReadWriteWeb featured an article on our hilarious Tubetastic marketing campaign. From the article:

Unlike many companies pitching, the ThoughtFarmer team didn’t just tell us what their software could do nor did they ask for our time via an on-the-phone walkthrough. Instead, they appealed to ego and curiosity to intrigue us enough to take a look.

Read the full article.

This is a guest post by marketing guy, Darren Barefoot.

Over the past couple of months, we’ve been working to devise an effective marketing campaign for ThoughtFarmer. Our goal was to reach out to online influencers in the technology space–bloggers, analysts and journalists (those job titles are getting very blurry these days). We wanted to introduce ThoughtFarmer to these folks, and encourage them to take our wiki-powered intranet solution for a test drive.

After some brainstorming and false starts, we devised Tubetastic, a fake company with a fake logo, a fake org chart and, you guessed it, a fake intranet. If you want to have a look at the site, just ask and we’ll send you access details.

What Were We Thinking?

We undertook an intensive approach to connecting with these influencers. Our thinking is based on a few beliefs:

• Everyone is really busy. You need to be creative to interrupt the fire hose of inputs.
• When you work hard to craft an original approach, people respond to it. If you invest a lot of effort, it demonstrates respect for your audience. It says “we value your attention, so we went to a lot of trouble to get some of it”.
• Marketing works best when your marketing strategy is as close as possible to the thing you’re marketing. It seemed obvious to use a ThoughtFarmer intranet as the centrepiece of this campaign.
• What do we care most about? Ourselves. Marketing works best when we can see ourselves in the context of the campaign. When influencers visit Tubetastic, they see themselves and their peers.
• Find the funny. The slogan for Tubetastic is “We make tubes. A whole series of them.” Savvy readers will recognize this as a nod to United States Senator Ted Stevens’ infamous metaphor for the internet. This opening gambit, in theory, entices our audience to log in and find out what the heck is going on. It seems to have worked. Rob Lewis was “instantly curious”.

Here’s how we put the campaign together:

Prepare the Intranet

To start, we invented a fake tube manufacturing company called Tubetastic Inc.

We created fake employee profiles for each influencer. Each profile is a sort of entry interview, with the answers coming from excerpts from their blogs and articles. We left one question unanswered, in the hopes that some folks might offer up their opinion.

Here, for example, is the profile for Sarah Perez of ReadWriteWeb fame:

Though ThoughtFarmer offers a dead sexy interactive org chart, we needed a printable one. We were a bit cheeky, and stuck really popular bloggers in rather junior positions. Robert Scoble is a Tubular Receptionist, while Mike Arrington is the company mascot.

We also wrote a couple of hopefully-amusing short articles to fill out the site a bit. They’re in the style of cheery, boring stories that you might read on your average corporate intranet. One is titled “Our Tubes Are the Shiniest for the Third Year Running.” Here’s how it starts:

As many of you know, our Quality Assurance team participates every year in Tube-o-Rama, the tradeshow and industry challenge in which tube industry employees compete for glory and prizes. For the third year in a row, our tubular QA experts have come home with the trophy for best tube polishing.

“It really was our finest hour,” said Junior Tube Polisher Stowe Boyd. “Our time to shine. And shine we did. We shined those tubes like they were our grandma’s silverware.”

Another story involves the Operations team relocating to Chile. It’s not The Onion, but hopefully they make the occasional reader smile.

It’s the early days of this campaign, but we were pleased when analyst James Governor added his own amusing short piece. It concerns legal action by prog-rock legend Mike Oldfield, who wrote the album “Tubular Bells”.

Prepare the Packages

People are inundated with email. Technologists are also overrun by new channels. Just today Robert posted this to his Twitter feed:

NOTE TO PR PEOPLE AND ENTREPRENEURS: I am far less likely to talk about you or do what you want if you DM me than if you just beg in public.

Instead, we like to send our audience something interesting via snail mail. The natural fit was a faux new employee package. It contained:

• A welcome letter, which prominently featured login details for the Tubetastic intranet.
• An employee badge, with their name, job title and photo.
• The aforementioned org chart, with their name circled.

We couldn’t find actual addresses for everybody, but we did reasonably well. For the remainder, we put digital versions of these assets on the web and contacted them through an online channel (email, IM, Twitter and so forth).

Then we sent out the packages. We’ll follow up in a week or so, to confirm that people received their goodies.

The Risks

This sort of strategy isn’t without risk. Here’s what we saw as potential problems:

• Nobody notices. This is every marketer’s fear. We’ve done our best to avoid the black hole of apathy.
• They get creeped out. It’s possible that some folks might be a little weirded out by seeing an employee profile featuring themselves. However, most of these folks live very public lives, so we’re optimistic that it’ll matter less to them than the average person.
• Snail mail doesn’t work. Either the mail doesn’t get to the actual recipient, or they choose to ignore it. We’re not overly worried about this one. I asked Sarah Perez what she thought of the old-fashioned approach, and she replied, “I thought it was cute! Usually snail mail is junk or bills so it’s nice to get something unexpected.”
• They publish their login details, and the intranet site gets hammered or covered in graffiti. Too many people looking at ThoughtFarmer is a nice problem to have. We just have to pay very close attention to the site over the next few weeks. We’re mitigating this by providing an easy way to request access.

As Seth Godin says, “safe is risky, and risky is safe”. In our experience, the best campaigns are the ones where we feel queasy about their launch.

Who We Contacted

For the sake of completeness, here’s the list of bloggers, journalists and analysts who we contacted.

Darren and I will be at the Web 2.0 Expo in San Francisco this week. Our plans for the week:

• Stake out our booth
• Show off the latest version of ThoughtFarmer
• Meet some players in our marketspace (the nice ones)
• Scowl at some players in our marketspace (the mean ones)
• Court the media & analysts
• Hand out 7000 business cards
• Find some good restaurants

Drop by our booth! We’re booth #15 in the Long Tail Pavilion. And for some commentary on the Expo, follow us on Twitter.

New feature in ThoughtFarmer 2.5.5: TF Uploader, a Windows desktop client for uploading files and folders. Watch the video:

We intended it to be an administrative tool primarily for initial content migration. You clean up a shared drive, drag it onto the Uploader, and it queues up and transfers to your intranet.

The other thing we’re finding it useful for is photo albums. Drag some pics from your digital camera onto TF Uploader, and within seconds you have a nice neat photo album in ThoughtFarmer.

Are wikis social software? Take a look at a typical Wikipedia page. There’s nothing social about it. It’s collaborative, sure. But it’s not social.

As we’ve written before, we believe that content is so much more meaningful when it’s put in a social context. That’s why every wiki page in ThoughtFarmer clearly indicates:

• Who created it
• Who edited it
• Who commented on it

Clicking on any of these names shows you:

• A rich profile of who the person is [screenshot]
• What else they’ve been creating [screenshot]
• A link to follow them via RSS

In the upcoming years, I think we’ll see more and more wikis make small changes to become more social. In the meantime, I’m glad ThoughtFarmer has a head start.

Hat tip to Jevon MacDonald, who got me thinking about this in his post “Wikis are not Social Software“.

When IDEO needed something better than a wiki for internal collaboration, they turned to ThoughtFarmer.

IDEO is the company that designed the Swiffer Sweeper for Procter & Gamble, the Palm V personal digital assistant for 3Com, and the first mouse for Apple. They devised the “Keep the Change” account service for Bank of America, the Windows Home Computing concept for Microsoft, and the Coasting Bicycle design strategy for Shimano.

Recently, IDEO embarked on a new project to empower their internal communities to create and manage their own online collaborative spaces. With more than 500 employees in eight offices around the world, they sought better ways to share knowledge and collaborate across physical distances.

“We knew that wikis promised much of what we were after,” says Gentry Underwood, project lead for the initiative. “But most of the tools on the market are too difficult to use. We wanted something intuitive and straightforward, that our communities could pick up and start using without training.”

Gentry’s team tested more than 20 systems in search of one that would be both simple and powerful enough to provide their community with basic online collaboration and communication abilities. In the end, they chose ThoughtFarmer.

Today, IDEO’s ThoughtFarmer installation is an eclectic mix of ideas, conversations, reference documents and project materials. The content is fluid and constantly changing: every day edits are made as pages evolve, new discussions emerge and new files are uploaded.

“Our ThoughtFarmer system has been a big success within the organization,” says Gentry. “After only six months, we’re seeing literally hundreds of times more activity than any other wiki-like tool we’ve ever used. It’s already become an integral piece of our intranet.”

This is an email blast we sent out yesterday to our newsletter subscribers, announcing the release of ThoughtFarmer 2.5. If you’d like to be on our newsletter list, sign up.

ThoughtFarmer is the ultimate intranet. Forget the impossibly complex, seldom-used corporate intranets of days gone by. ThoughtFarmer is a simple, social way for employees to collaborate, share ideas and find information. And with the release of ThoughtFarmer 2.5, it just got even better.

Apply page permissions by group and by person

An all-new drag and drop interface makes it a snap to apply page permissions. Share your page with just a few people, or with a few predefined groups, or with everyone.

View changes by relevance to you

An all-new interface for tracking recent activity makes it a cinch to find changes that concern you. Drag the slider to the left to see your recent changes. Drag to the right to see your network’s recent changes, and farther right to see everyone’s recent changes.

Version control on all document attachments

ThoughtFarmer has always stored version history on web pages. Now you can access full version history for all document attachments, too — like Office documents, Acrobat files and digital photos!

More tagging options

In addition to hierarchical tag bundles and group-editable taxonomies, ThoughtFarmer now supports free tagging and tag clouds.

Ready to learn more?

• View more screenshots on Flickr
• Follow us on Twitter
• Contact Chris McGrath for a live demo or for pricing information
• Visit us at the Web 2.0 Expo in San Francisco, April 22 - 25