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© 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
© 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.
© 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.
© 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.
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
© 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?
© 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
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Open Source Development is Accelerating
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Open Source Leadership Summit 3/6
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
© 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
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Readme
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Documentation
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
* Thanks, Kathy Sierra!
© 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
Refereed Journals
The image part with
relationship ID rId3 was
not found in the file.
The image part with
relationship ID rId3 was
not found in the file.
• Tutorials
• Workshops
• Classes
• Certifications
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Time needed to create different kinds of content:
• Managing a whole blog:
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
© 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
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Search Engine Optimization
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Meetups, Talks, and Conferences
© 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…
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
The air travel experience
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Community
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Brilliant Jerks
Wired on the GitHub Open Source Survey
© 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
© 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?
© 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
© 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.
© 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
© 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
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Project Metrics: Popularity
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Project Metrics: Activity

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Marketing Your Open Source Project (All Things Open 2018)

  • 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.
  • 3.
  • 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. © 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.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10. © 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.
  • 11. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  • 12.
  • 13. © 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?
  • 14. © 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
  • 15. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Open Source Development is Accelerating
  • 16. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Open Source Leadership Summit 3/6
  • 17.
  • 18.
  • 19.
  • 20. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  • 21. © 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
  • 22.
  • 23.
  • 24.
  • 25. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Readme
  • 26. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Documentation
  • 27. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  • 28. * Thanks, Kathy Sierra!
  • 29. © 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
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35. Refereed Journals The image part with relationship ID rId3 was not found in the file.
  • 36. The image part with relationship ID rId3 was not found in the file.
  • 37.
  • 38. • Tutorials • Workshops • Classes • Certifications
  • 39. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Time needed to create different kinds of content: • Managing a whole blog:
  • 40. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  • 41. © 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
  • 42. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Search Engine Optimization
  • 43. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  • 44. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Meetups, Talks, and Conferences
  • 45.
  • 46.
  • 47. © 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…
  • 48. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
  • 49. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. The air travel experience
  • 50. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Community
  • 51. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Brilliant Jerks Wired on the GitHub Open Source Survey
  • 52.
  • 53. © 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
  • 54. © 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?
  • 55. © 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
  • 56. © 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.
  • 57. © 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
  • 58. © 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
  • 59. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Project Metrics: Popularity
  • 60. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Project Metrics: Activity