Open Source Marketing Workshop

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Deck of slides used by InitMarketing for workshops on marketing Open Source software.

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Open Source Marketing Workshop

  1. 1. Open Source Marketing Workshop
  2. 2. This session might be of help to everyone who wants to make money with products being or based on Open Source software
  3. 3. What you will learn • How to communicate effectively to your audience • How to market your products and services • How to successfully execute your marketing efforts
  4. 4. if($ready == true){ next_slide(); }
  5. 5. What is Open Source marketing?
  6. 6. The dark side of marketing
  7. 7. “By the way, if anyone here is in advertising or marketing...kill yourself...you're the ruiner of all things good...you are Satan's spawn, filling the world with bile and garbage...kill yourself.” (Bill Hicks)
  8. 8. The bright side of marketing
  9. 9. “Markets are conversations.” (The Cluetrain Manifesto)
  10. 10. Any side of marketing
  11. 11. World-wide word-of-mouth marketing
  12. 12. World-wide word-of-mouth marketing People regard peers as the purest form of accurate information
  13. 13. Marketing to social networks
  14. 14. Stakeholders Individuals
  15. 15. Stakeholders Individuals Developers Designers Bloggers Newbies Journalists ...
  16. 16. Stakeholders Individuals Organizations Developers Designers Bloggers Newbies Journalists ...
  17. 17. Stakeholders Individuals Organizations Developers Companies Designers Partners Bloggers Not-for-profits Newbies GOs Journalists Media Corps ... ...
  18. 18. Stakeholders Individuals Organizations Communities Developers Companies Designers Partners Bloggers Not-for-profits Newbies GOs Journalists Media Corps ... ...
  19. 19. Stakeholders Individuals Organizations Communities Developers Companies OSS projects Designers Partners Scientists Bloggers Not-for-profits ... Newbies GOs Journalists Media Corps ... ...
  20. 20. Open Source marketing is about peer-to-peer, horizontal communication among multiple persons and groups with various roles
  21. 21. The big picture and small details
  22. 22. 1. Marketing Strategy
  23. 23. It’s not about the logo
  24. 24. It’s not about the logo It’s about the compass that guides you
  25. 25. It’s not about the logo It’s about the compass that guides you Strategies can change
  26. 26. It’s not about the logo It’s about the compass that guides you Strategies can change You want to track implications of what changed
  27. 27. The 4 C’s 1. Corporation 2. Customer 3. Competitors
  28. 28. The 4 C’s 1. Corporation 2. Customer 3. Competitors 4. Community
  29. 29. Positioning
  30. 30. Strategy Elements Market trends | Competitive analysis | Window of opportunity | Benefits of Open Source | Product portfolio | Product features | Support and services | Sales | Pricing | Conversion rates | Brand development | Media relations | Partner program | Community building | Thought leadership | Corporate culture
  31. 31. 2. Marketing Plan
  32. 32. P roduct P ricing P romotion P lace
  33. 33. P roduct P ricing P romotion P lace P eople P rocess P hysical evidence
  34. 34. P roduct P ricing P romotion P lace P eople P rocess P hysical evidence P ersonalization P articipation P eer-to-peer
  35. 35. Plan Elements Tasks | Milestones | Budget | Team | Benchmarks
  36. 36. 3. Marketing Execution
  37. 37. Branding
  38. 38. Branding Using marketing to influence peoples’ attitudes towards, and perceptions of, the brand.
  39. 39. “A brand is not what you say it is. It’s what they say it is.” (Marty Neumeier)
  40. 40. Who?
  41. 41. The Open Source Alternative for E-Commerce Platforms Who?
  42. 42. Media Relations
  43. 43. Social Media
  44. 44. Target Audience • Informed intuition • Follow the sun • Communicate early, communicate often • The higher up the stack, the more fierce competition, the more important the positioning
  45. 45. Awareness Circle
  46. 46. Pieces of Wisdom
  47. 47. Be BOLD
  48. 48. Talk about what you do
  49. 49. Talk about what you do Have an opinion, share expertise
  50. 50. Talk about what you do Have an opinion, share expertise Don’t please everyone
  51. 51. $ave money
  52. 52. Use advertising carefully
  53. 53. Use advertising carefully Keep printed brochures simple
  54. 54. Use advertising carefully Keep printed brochures simple Avoid multilingual corporate Web site
  55. 55. Do it!
  56. 56. Do it and adjust as you go
  57. 57. Do it and adjust as you go Ask others for advice
  58. 58. Do it and adjust as you go Ask others for advice Keep it simple, stupid
  59. 59. Be o p e n
  60. 60. Share all product-relevant information
  61. 61. Share all product-relevant information Do favors to people
  62. 62. Share all product-relevant information Do favors to people Join peer groups
  63. 63. Questions ?
  64. 64. Thank you! www.initmarketing.com © 2008 InitMarketing e.K. (except where otherwise noted). Some rights reserved. Distributed under a Creative Commons, Attribution-NonCommercial-NoDerivs 2.0 Deed.
  65. 65. Credits • Chess board: http://flickr.com/photos/waponigirl/162798520/ • iPhone at MacWorld: http://flickr.com/photos/wahaha_wu/352709963/ • Who are you?: http://flickr.com/photos/zigwamp/2645598186/ • Butterfly: http://flickr.com/photos/wwworks/2396177587/ • The conversation prism: http://www.flickr.com/photos/briansolis/ 2735401175/ • “BS” on newspaper box: http://www.flickr.com/photos/ 87913776@N00/517063978/

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