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a marketing perspective
* I am only talking about the CMS now & not the framework
Parth LawateStrategic Marketing Manager,
Joomla Marketing Working [email protected]
@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
