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Marketing von Open-Source-Software

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Mittlerweile ist bekannt, dass Open Source ein tragfähiges Geschäftsmodell ist - aber wie vermarktet man ein Open-Source-Produkt?

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Marketing von Open-Source-Software

  1. 1. Marketing von Open-Source-Software Offen und erfolgreich sein
  2. 2. Vorgetragen von Sandro Groganz Unabhängiger Berater: Open-Source-Marketing Gründer: InitMarketing e.K. Bio: VP Marketing, Mindquarry VP Communication, eZ Systems
  3. 3. Weltweit führender Dienstleister für das Marketing von Open-Source-Software Strategie, Planung, Durchführung www.initmarketing.com 7 Marketing-Experten: USA, Deutschland, Schweiz, Indien, Italien, Großbritannien Kunden unter anderem:
  4. 4. Dieser Vortrag dürfte für jeden hilfreich sein, der Geld verdienen will mit Produkten die Open-Source-Software sind oder daraus bestehen
  5. 5. Was Du hier lernst • Wie man mit seiner Zielgruppe kommuniziert • Wie man Produkte und Dienstleistungen vermarktet • Wie man das Marketing durchführt
  6. 6. if($ready == true){ next_slide(); }
  7. 7. Was ist Open-Source-Marketing?
  8. 8. Das Vermarkten von Open-Source-Produkten im Stile von Open Source
  9. 9. Die dunkle Seite des Marketings
  10. 10. “Die Werbung ist ein parfümiertes Stück Aas.” (Oliviero Toscani)
  11. 11. Die intelligente Seite des Marketings
  12. 12. “Märkte sind Gespräche.” (Das Cluetrain Manifest)
  13. 13. Die allgegenwärtige Seite des Marketings
  14. 14. Weltweite Mundpropaganda Personen betrachten Peers als die reinste Form akurater Information
  15. 15. Marketing in Sozialen Netzwerken
  16. 16. Schlüsselgruppen Individuen Organisationen Communities Programmierer Firmen OSS-Projekte Designer Partner Wissenschaftler Blogger Regierung ... Newbies Medienhäuser Journalisten Gemeinnützige ... ...
  17. 17. Im Open-Source-Marketing geht es um peer-to-peer, horizontale Kommunikation zwischen mehreren Personen und Gruppen in unterschiedlichen Rollen
  18. 18. Der Überblick und kleine Details
  19. 19. 1. Marketing Strategie
  20. 20. Es geht nicht um das Logo Es geht um den Kompass der einen leitet Strategien ändern sich Es gilt, die Implikationen zu verstehen
  21. 21. Die 4 C 1. Corporation (Firma) 2. Customer (Kunde) 3. Competitors (Wettbewerber) 4. Community
  22. 22. Geschäftsmodelle 1. Optimierung (z.B. Linux) 2. Duale Lizenz (z.B. MySQL) 3. Beratung (z.B. System-Integratoren) 4. Subscription (z.B. Red Hat) 5. Patronage (z.B. Eclipse) 6. Hosted (z.B. SugarCRM) 7. Embedded (z.B. TIVO)
  23. 23. Positioning
  24. 24. Strategie-Elemente Markttrends | Wettbewerbsanalyse | Window of opportunity | Vorteile von Open Source | Produkt-Portfolio | Produktmerkmale | Support und Services | Vertrieb | Preisfindung | Conversion rates | Marketing-Kommunikation | Partner-Programm | Community-Building | Thought leadership | Corporate culture
  25. 25. 2. Marketing Plan
  26. 26. Product Pricing Promotion Place People Process Physical evidence Personalization Participation Peer-to-peer
  27. 27. Plan-Elemente Aufgaben | Milestones | Budget | Team | Benchmarks
  28. 28. Weisheiten
  29. 29. SPRECHE darüber
  30. 30. Sag’ was du tust Habe eine Meinung, teile Erfahrungen Versuche nicht, es allen recht zu machen
  31. 31. $pare Geld
  32. 32. Vermeide Werbeanzeigen Minimiere gedrucktes Infomaterial Vermeide eine mehrsprachige Website
  33. 33. Tue es!
  34. 34. Tue es und mache Anpassungen auf dem Weg Frage andere nach Rat Keep it simple, stupid
  35. 35. Sei o f f e n
  36. 36. Biete alle produkt-relevanten Infos an Leiste anderen einen Gefallen Trete Gruppen Gleichgesinnter bei
  37. 37. Fragen ?
  38. 38. Danke! www.initmarketing.com
  39. 39. Credits • Chess board: http://flickr.com/photos/waponigirl/ 162798520/

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