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Joomla Day Netherlands - Building the Joomla Marketing Strategy..

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Joomla Day Netherlands - Building the Joomla Marketing Strategy..

  1. 1. a marketing perspective * I am only talking about the CMS now & not the framework
  2. 2. Parth Lawate Strategic Marketing Manager, Joomla Marketing Working Group parth.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
  3. 3. Parth – Self note.. Speak Slowly !
  4. 4. the discovery let's understand Joomla! from a marketing perspective before we talk about marketing it
  5. 5. To know that we need to answer 2 important questions
  6. 6. what are we selling ? to whom are we selling it ?
  7. 7. Joomla! has a lot of avatars
  8. 8. which means people use it in different roles
  9. 9. 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 ?
  10. 10. for a variety of different use cases
  11. 11. 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
  12. 12. 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 ?
  13. 13. Joomla! can do anything !
  14. 14. but it can get the market confused as to what is Joomla! good for ?
  15. 15. we need a clear message for the market
  16. 16. Whats our clear one line goal for marketing ?
  17. 17. We want to see Joomla adoption increase & see more of the Web being powered by Joomla
  18. 18. so what is the target market for Joomla! ? or in other words who do we want to sell Joomla! to ?
  19. 19. the users ● Large Enterprise ● Small and Medium Business ● Government ● Bloggers ● Entrepreneurs ● Who else ?
  20. 20. Who do we need to convince & collaborate with ?
  21. 21. 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 ?
  22. 22. 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 ?
  23. 23. Let's talk Strategy how do we get there ?
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. Increasing the Stickyness of Joomla ● Getting users is hard ! ● We need to make sure they stay with us
  28. 28. we need some hosting love
  29. 29. 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 !
  30. 30. 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
  31. 31. How Can you help ?
  32. 32. Join the Get it Done Teams !
  33. 33. 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 !
  34. 34. the writers team ● Blogs ● PR Releases ● Official Website content & landing pages ● Help get the Joomla message across
  35. 35. the design team ● Create assets & Designs to present content ● Help create designs for the official Joomla websites ● Create info graphics & more !
  36. 36. social media team ● Help get the word out ● Create a buzz and make trends happen !
  37. 37. the hosting liason team ● Increase integration & promotion via hosting companies ● Guest blog on hosting sites ● Evangelize & promote Joomla! to hosts
  38. 38. the evangelists & speakers ● Speak at non Joomla events ● Educate the general market about Joomla ● Reach out to the people who dont know Joomla
  39. 39. 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 !
  40. 40. Oh and yes.. We've got competition !
  41. 41. The competition ● Wordpress ● Drupal ● Typo3 ● Concrete 5 ● DotNetNuke ● Site Core ● Sitefinity ● Other Commercial CMS
  42. 42. Lets Tweet ! Tweet the one the that you love the most about the Joomla Software with the #jpositiv hashtag
  43. 43. Question & Discussions
  44. 44. Thank You ! Stay #jpositiv !! ● parth.lawate@community.joomla.org ● Twitter @parthlawate

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