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Marketing Your Open Source Project (All Things Open 2018)

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Your open source project competes with millions of others for users, contributors, and perhaps financial support. To stand out from the crowd, your project needs… marketing. If that term makes you shudder, or you simply don’t think you know how, this talk (aimed at anyone involved in open source) will help you understand the why and the how of open source marketing.

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Marketing Your Open Source Project (All Things Open 2018)

  1. 1. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Confidential and Trademark Deirdré Straughan, Open Source Content Lead, AWS With thanks to Charles Dorner, Amazon Marketing Your Open Source Project
  2. 2. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. The image part with relationship ID rId2 was not found in the file. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. The image part with relationship ID rId2 was not found in the file.
  3. 3. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. The image part with relationship ID rId2 was not found in the file. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. The image part with relationship ID rId2 was not found in the file.
  4. 4. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. The image part with relationship ID rId2 was not found in the file. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. The image part with relationship ID rId2 was not found in the file.
  5. 5. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  6. 6. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. The image part with relationship ID rId2 was not found in the file. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. The image part with relationship ID rId2 was not found in the file. Ugh. Do I have to?
  7. 7. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. There are millions of open source projects Github hosts over open source repositories SourceForge is home to open source projects Apache Software Foundation now has committees managing projects and another projects in incubation Eclipse Foundation now has projects and new projects in incubation OpenStack has project teams working on project repositories
  8. 8. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Open Source Development is Accelerating
  9. 9. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Open Source Leadership Summit 3/6
  10. 10. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  11. 11. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. The image part with relationship ID rId2 was not found in the file. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. The image part with relationship ID rId2 was not found in the file. The components of open source marketing
  12. 12. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Readme
  13. 13. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Documentation
  14. 14. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  15. 15. * Thanks, Kathy Sierra!
  16. 16. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Beyond GitHub • How to’s, blueprints, architectures, etc. • Blog • Videos & screencasts • Articles and press (trade press, scholarly journals, refereed conferences) • Books • Education • Logo/mascot
  17. 17. Refereed Journals The image part with relationship ID rId3 was not found in the file.
  18. 18. The image part with relationship ID rId3 was not found in the file.
  19. 19. • Tutorials • Workshops • Classes • Certifications
  20. 20. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Time needed to create different kinds of content: • Managing a whole blog:
  21. 21. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  22. 22. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Places to Put Content • GitHub repo (necessary, but not sufficient) • GitHub pages • Other website and/or wiki • Blog • YouTube
  23. 23. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Search Engine Optimization
  24. 24. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  25. 25. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Meetups, Talks, and Conferences
  26. 26. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. The image part with relationship ID rId2 was not found in the file. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. The image part with relationship ID rId2 was not found in the file. This one marketing secret will change your life…
  27. 27. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  28. 28. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. The air travel experience
  29. 29. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Community
  30. 30. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Brilliant Jerks Wired on the GitHub Open Source Survey
  31. 31. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. The image part with relationship ID rId2 was not found in the file. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. The image part with relationship ID rId2 was not found in the file. You are already doing marketing
  32. 32. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. The image part with relationship ID rId2 was not found in the file. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. The image part with relationship ID rId2 was not found in the file. Are you doing it well?
  33. 33. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Open Source Marketing Checklist q Customer q Code q Documentation q Technical papers q Blog q Video q Trade press q Books q Education q Logo/mascot q Events q Social media q Discussion forums q Community q Culture
  34. 34. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Thanks! to • Charles Dorner • Brendan Gregg • Laura Ramsey • Participants in the Marketing Open Source discussion session at the Community Leadership Summit who shared many ideas and helped refine mine.
  35. 35. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. References & further reading Diversity in Open Source Is Even Worse Than in Tech Overall: wired.com/2017/06/diversity-open-source-even-worse-tech-overall/ GitHub Open Source Survey: opensourcesurvey.org/2017/ Building Compassionate Communities in Tech, Isaac Schleuter @izs youtube.com/watch?v=8kLIonLrKdQ Kathy Sierra’s old “Creating Passionate Users” blog headrush.typepad.com/creating_passionate_users/ Kathy Sierra: Badass – Making Users Awesome amzn.to/2J7xed3
  36. 36. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Addendum from Q&A: How do you measure results? Content: • Traffic metrics (page views, time on page) • Social engagement metrics
  37. 37. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Project Metrics: Popularity
  38. 38. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Project Metrics: Activity

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