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

1. Open Source Marketing
Workshop

2. This session might be
of help to everyone who wants to
make money
with products
being or based on
Open Source software

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

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5. What is
Open Source marketing?

6. The dark side
of marketing

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. The bright side
of marketing

9. “Markets are conversations.”
(The Cluetrain Manifesto)

10. Any side
of marketing

12. World-wide word-of-mouth marketing

13. World-wide word-of-mouth marketing
People regard peers
as the purest form of
accurate information

17. Marketing to social networks

18. Stakeholders
Individuals

19. Stakeholders
Individuals
Developers
Designers
Bloggers
Newbies
Journalists
...

20. Stakeholders
Individuals Organizations
Developers
Designers
Bloggers
Newbies
Journalists
...

21. Stakeholders
Individuals Organizations
Developers Companies
Designers Partners
Bloggers Not-for-profits
Newbies GOs
Journalists Media Corps
... ...

22. Stakeholders
Individuals Organizations Communities
Developers Companies
Designers Partners
Bloggers Not-for-profits
Newbies GOs
Journalists Media Corps
... ...

23. Stakeholders
Individuals Organizations Communities
Developers Companies OSS projects
Designers Partners Scientists
Bloggers Not-for-profits ...
Newbies GOs
Journalists Media Corps
... ...

25. Open Source marketing is about
peer-to-peer, horizontal communication
among multiple persons and groups
with various roles

26. The big picture
and small details

27. 1. Marketing Strategy

28. It’s not about the logo

29. It’s not about the logo
It’s about the
compass that
guides you

30. It’s not about the logo
It’s about the
compass that
guides you
Strategies can change

31. 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

32. The 4 C’s
1. Corporation
2. Customer
3. Competitors

33. The 4 C’s
1. Corporation
2. Customer
3. Competitors
4. Community

34. Positioning

35. 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

36. 2. Marketing Plan

37. P roduct
P ricing
P romotion
P lace

38. P roduct
P ricing
P romotion
P lace
P eople
P rocess
P hysical evidence

39. P roduct
P ricing
P romotion
P lace
P eople
P rocess
P hysical evidence
P ersonalization
P articipation
P eer-to-peer

40. Plan Elements
Tasks | Milestones | Budget | Team |
Benchmarks

41. 3. Marketing Execution

42. Branding

43. Branding
Using
marketing to
influence peoples’
attitudes towards, and perceptions of, the brand.

44. “A brand is not what you say it is.
It’s what they say it is.”
(Marty Neumeier)

46. Who?

47. The Open Source Alternative for E-Commerce Platforms
Who?

48. Media Relations

49. Social Media

50. 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

51. Awareness Circle

52. Pieces of Wisdom

53. Be BOLD

54. Talk about what you do

55. Talk about what you do
Have an opinion, share expertise

56. Talk about what you do
Have an opinion, share expertise
Don’t please everyone

57. $ave money

58. Use advertising carefully

59. Use advertising carefully
Keep printed brochures simple

60. Use advertising carefully
Keep printed brochures simple
Avoid multilingual corporate Web site

61. Do it!

62. Do it and adjust as you go

63. Do it and adjust as you go
Ask others for advice

64. Do it and adjust as you go
Ask others for advice
Keep it simple, stupid

65. Be o p e n

66. Share all product-relevant information

67. Share all product-relevant information
Do favors to people

68. Share all product-relevant information
Do favors to people
Join peer groups

69. Questions
?

70. 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.

71. 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/