Joomla Day Netherlands - Building the Joomla Marketing Strategy

a marketing perspective

* I am only talking about the CMS now & not the framework

Parth LawateStrategic Marketing Manager,

Joomla Marketing Working Groupparth.lawate@community.joomla.org

@parthlawate, @techjoomla

www.techjoomla.com

Cook

Bookworm Gardener

JUG Pune

Joomla Freak

Trekking

Entrepreneur Joomla Day India

Open Source

Software Architecht

Marketing

Content Strategy

Hiking

CEO, Techjoomla Director, Tekdi Technologies

Parth – Self note.. Speak Slowly !

the discovery let's understand Joomla! from a marketing

perspective before we talk about marketing it

To know that we need to answer

2 important questions

what are we selling ?

to whom are we selling it ?

Joomla! has a lot of avatars

which means people use it in different roles

some of the roles of Joomla!

● a tool to build websites● a content management system in the real

sense● a strong base for building web applications● a rapid prototyping tool ● what else ?

for a variety of different use cases

just some use cases

● Corporate Web sites or portals

● Corporate intranets and extranets

● Online magazines, newspapers, and publications

● E-commerce and online reservations

● Government applications

● Small business Web sites

● Non-profit and organizational Web site

● Community-based portals & Social Networks

● School and church Websites

● Personal or family home pages

use cases continued

● Inventory control systems● Data reporting tools● Application bridges● Custom product catalogs● Integrated e-commerce systems● Complex business directories● Reservation systems● Communication tools● Full on Custom web applications

with Joomla as the base

What Else ?

Joomla! can do anything !

but it can get the market confused

as to what is Joomla! good for ?

we need a clear message for the market

Whats our clear one line goal for marketing ?

We want to see Joomla adoption increase & see more of the Web being

powered by Joomla

so what is the target market for Joomla! ?

or in other words who do we want to sell Joomla! to ?

the users

● Large Enterprise

● Small and Medium Business

● Government

● Bloggers

● Entrepreneurs

● Who else ?

Who do we need to convince & collaborate with ?

the influencers

● Technology Hobbyists● Site Builders & integrators● Design & Web

Development agencies ● Joomla Extension

Developers● Consultants● Programmers using Joomla

as a base for web apps

Who Else ?

the decision makers

● CTOs and CIOs in large organizations

● Technology officers and consultants to Government

● In case of smaller organizations the CEOs themselves

Who Else ?

Let's talk

Strategy

how do we get there ?

How do we get them to Joomla ?

● Make them aware that Joomla is an option - brand awareness

● A non prejudiced perspective of the capabilities of Joomla - reputation

● A clear & easy way for them to decide what Joomla can do for them as end users. - information

Segment the Markets

How you Sell Joomla as an App Develooment platform is very different than when you sell it as a Website building platform

Market Segmentation & targeted Strategy

Because Joomla has so many end users & so many 'avatars' you have send the right message in the right place

● Strategy based on 'Joomla roles'

● Strategy Based on Use cases

Increasing the Stickyness of Joomla

● Getting users is hard !

● We need to make sure they stay with us

we need some hosting love

Why Hosts ?

They are poised at a very strategic position to influence people on technology they choose for

their projects

For many, they are their first introduction to web technologies like Joomla !

How can Hosts help ?

● Actively promote Joomla

● Blog about Joomla & write tutorials

● Sponsor Joomla events

● Tweet about Joomla

● Get involved in the Joomla community

● Offer Joomla specific value additions

● Provide specialist Joomla support

How Can you help ?

Join the Get it Done Teams !

data aggregation & analysis team● Do SWOT analysis● Aggregate & analyze

data to help us 'Smell the coffee'

● Connect with the end users & collect feedback

● And more !

the writers team

● Blogs● PR Releases● Official Website

content & landing pages

● Help get the Joomla message across

the design team

● Create assets & Designs to present content

● Help create designs for the official Joomla websites

● Create info graphics & more !

social media team

● Help get the word out

● Create a buzz and make trends happen !

the hosting liason team

● Increase integration & promotion via hosting companies

● Guest blog on hosting sites

● Evangelize & promote Joomla! to hosts

the evangelists & speakers

● Speak at non Joomla events

● Educate the general market about Joomla

● Reach out to the people who dont know Joomla

The Joomla 1.5 Care group

● Remember Joomla 1.5 ?

● A lot of the Joomla users are still on 1.5

● We need to help them migrate !

Oh and yes..

We've got competition !

The competition

● Wordpress ● Drupal● Typo3● Concrete 5● DotNetNuke

● Site Core● Sitefinity● Other Commercial

CMS

Lets Tweet !

Tweet the one the that you love the most about the Joomla Software with the #jpositiv hashtag

Question & Discussions

Thank You !

Stay #jpositiv !!

● parth.lawate@community.joomla.org● Twitter @parthlawate