ROUND ROCK, TX: Dell launched a new Web site for the elusive group of officeless or generally mobile “digital nomads,” by creating an on-line community around the topic.
While the Digital Nomads (DigitalNomads.com) launch coincided with the introduction of Dell's new Latitude laptop, the company's long-term strategy is to create a community for sharing ideas about using mobile devices more efficiently, said Bob Pearson, VP of communities and conversations at Dell.
Even so, the site will position Dell's new Latitude notebooks as enabling a nomadic lifestyle for people like executive travelers and bloggers, he added.
“If it's appropriate, we'll touch on the product, but if it's not, then we won't,” Pearson said. “And if we talk about something our competitor is doing, well that's fair, too.”
Digital Nomads will also feature people who have worked from spaces other than a traditional office. Current content includes interviews with blogger Shel Holtz and Treehugger.com founder Graham Hill.
"Our best work is when we do a partnership with the community,” Pearson said. “You'll see a lot more [external bloggers] on the site.”
Dell also created a Digital Nomad presence on Facebook, LinkedIn, Twitter, Delicious, and YouTube to encourage user engagement.
Bruce Eric Anderson, senior manager/enterprise evangelist at Dell, said the forum will target a range of consumers, including telecommuters, business travelers, and stay-at-home parents. Dell worked with marketing agency Enfatico on the site.
When promoting it to the media, the message will focus more on the digital nomad concept than Dell products, Anderson said. He declined to cite specific figures on the site's traffic during its first week, but said user engagement has been “impressive.”