Leveraging Communities

Michele Perry, CMO

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Topics

Sourcefire Community ExperienceTypes of CommunitiesSocial Media and Community

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From Humble Beginnings

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Much larger competitors…

(Linear Scale)

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…And Yet

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The Power of Community

Over 3 million downloads of Snort

210,000 registered users

Snort has a footprint in virtually every major network in the world

Snort has become de facto standard for intrusion detection and prevention

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Strong Revenue Growth

FYE: December 31($MM, GAAP)

CAGR 83%

* FY2008E is the mid point of the Company’s annual guidance range provided in the 3Q08 earnings release

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Why Communities Matter

Because people hate salespeople!People like buying – they don’t like being sold to!Get information from family, friends, & peersAnd now – communities!

                               

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Which Communities Matter

SourcefireSnort

ClamAV

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Motivations

Peter Kollock’s Framework - “The Economies of Online Cooperation: Gifts and Public Goods in Cyberspace” 1998Peter Kollock’s Framework - “The Economies of Online Cooperation: Gifts and Public Goods in Cyberspace” 1998

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Virtuous Cycle

1. Community doesn’t happen overnight2. Most online communities grow slowly at first,

due in part to the fact that the strength of motivation for contributing is usually proportional to the size of the community.

3. Virtuous cycle in which more participation begets more participation.

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Which ones matter?

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Communities

Do we want to build followings in these communities or have these communities lead back to our communities?What if folks try to create their own communities? (ie Snort Group on LinkedIn)How do we help grow our communities?What makes a community vibrant and how do you measure the vibrancy?

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Different Elements

How do our customers use these

sites?

How do we use social media to

spread the word?

How do we tweak our messages for 140 word sound bytes?

Who and How do we engage prospects/customers?

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Goals

Old-fashioned marketing with new-fangled social media and community aspects• These are just a means to an end• Be sure you understand what that

“end” is!

Circle of InfluenceOverall content strategy• What content resources do you

have/need and how will they be used?

• For example, Wikipedia updates via landing page info or website info

• Reuse!

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Summary

Communities are very powerful• Accelerate growth• Force Multiplier• Create a Barrier to Entry

Danger• Be careful not to confuse motion with progress!• Know your Circle of Influence• No one person has the “community” job

Communities serve different purposes at different times• Communities mature

You can’t fake community• Be true to the community

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Questions?