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Deck of slides used by InitMarketing for workshops on marketing Open Source software.
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Open Source MarketingWorkshop
This session might beof help to everyone who wants to
make moneywith products
being or based onOpen Source software
What you will learn
• How to communicate effectively to your audience
• How to market your products and services
• How to successfully execute your marketing efforts
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What isOpen Source marketing?
The dark sideof marketing
“By the way, if anyone here is in advertising or marketing...kill yourself...you're the ruiner of all things good...you are Satan's spawn, filling the world with bile and garbage...kill yourself.”
(Bill Hicks)
The bright sideof marketing
“Markets are conversations.”
(The Cluetrain Manifesto)
Any sideof marketing
World-wide word-of-mouth marketing
World-wide word-of-mouth marketing
People regard peersas the purest form ofaccurate information
Marketing to social networks
Stakeholders
Individuals
Stakeholders
Individuals
DevelopersDesignersBloggersNewbies
Journalists...
Stakeholders
Individuals
DevelopersDesignersBloggersNewbies
Journalists...
Organizations
Stakeholders
Individuals
DevelopersDesignersBloggersNewbies
Journalists...
Organizations
CompaniesPartners
Not-for-profitsGOs
Media Corps...
Stakeholders
Individuals
DevelopersDesignersBloggersNewbies
Journalists...
Organizations
CompaniesPartners
Not-for-profitsGOs
Media Corps...
Communities
Stakeholders
Individuals
DevelopersDesignersBloggersNewbies
Journalists...
Organizations
CompaniesPartners
Not-for-profitsGOs
Media Corps...
Communities
OSS projectsScientists
...
Open Source marketing is aboutpeer-to-peer, horizontal communication
among multiple persons and groupswith various roles
The big pictureand small details
1. Marketing Strategy
It’s not about the logo
It’s not about the logo
It’s about thecompass that
guides you
It’s not about the logo
It’s about thecompass that
guides you
Strategies can change
It’s not about the logo
It’s about thecompass that
guides you
Strategies can change
You want totrack implicationsof what changed
The 4 C’s
1. Corporation
2. Customer
3. Competitors
The 4 C’s
1. Corporation
2. Customer
3. Competitors
4. Community
Positioning
Strategy Elements
Market trends | Competitive analysis | Window of opportunity | Benefits of Open Source |
Product portfolio | Product features | Support and services |
Sales | Pricing | Conversion rates | Brand development | Media relations | Partner program |
Community building | Thought leadership | Corporate culture
2. Marketing Plan
P roductP ricingP romotionP lace
P roductP ricingP romotionP lace
P eopleP rocess
P hysical evidence
P roductP ricingP romotionP lace
P eopleP rocess
P hysical evidence
P ersonalizationP articipationP eer-to-peer
Plan Elements
Tasks | Milestones | Budget | Team | Benchmarks
3. Marketing Execution
Branding
Branding
Usingmarketing to
influence peoples’attitudes towards, and perceptions of, the brand.
“A brand is not what you say it is.It’s what they say it is.”
(Marty Neumeier)
Who?
Who?
The Open Source Alternative for E-Commerce Platforms
Media Relations
Social Media
Target Audience
• Informed intuition
• Follow the sun
• Communicate early, communicate often
• The higher up the stack, the more fierce competition, the more important the positioning
Awareness Circle
Pieces of Wisdom
Be BOLD
Talk about what you do
Talk about what you do
Have an opinion, share expertise
Talk about what you do
Have an opinion, share expertise
Don’t please everyone
$ave money
Use advertising carefully
Use advertising carefully
Keep printed brochures simple
Use advertising carefully
Keep printed brochures simple
Avoid multilingual corporate Web site
Do it!
Do it and adjust as you go
Do it and adjust as you go
Ask others for advice
Do it and adjust as you go
Ask others for advice
Keep it simple, stupid
Be o p e n
Share all product-relevant information
Share all product-relevant information
Do favors to people
Share all product-relevant information
Do favors to people
Join peer groups
Questions
?
Thank you!
www.initmarketing.com
© 2008 InitMarketing e.K. (except where otherwise noted). Some rights reserved.Distributed under a Creative Commons, Attribution-NonCommercial-NoDerivs 2.0 Deed.
Credits• Chess board: http://flickr.com/photos/waponigirl/162798520/
• iPhone at MacWorld: http://flickr.com/photos/wahaha_wu/352709963/
• Who are you?: http://flickr.com/photos/zigwamp/2645598186/
• Butterfly: http://flickr.com/photos/wwworks/2396177587/
• The conversation prism: http://www.flickr.com/photos/briansolis/2735401175/
• “BS” on newspaper box: http://www.flickr.com/photos/87913776@N00/517063978/
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