This document discusses Microsoft's Channel 9 wiki and forums, which were created in response to the Cluetrain Manifesto's message that companies need to engage in conversations with customers on the internet. Channel 9 allows users to create video, technical discussions, and share open source projects. It has attracted a diverse user community, including Microsoft employees who routinely communicate with users. The wiki has been successful in changing perceptions of Microsoft and bringing forward new ideas from users.