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Community Matters: Why Open Source Marketing Can Help Improve Your Product by Vikram Vaswani

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vvaswani

Explains the nature of open source communities and illustrates how community marketing can help increase product adoption, reduce sales costs and enhance the product development process.

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Community Matters
Why Open Source Marketing Can
Help Improve Your Product



                                Vikram Vaswani
                                  October 2012
"Am I in earth, in heaven, or in hell?
 Sleeping or waking? mad or well-advised?"

- William Shakespeare, The Comedy of Errors
               Act II Scene 2
The Nature of the Beast
Layered Model




                Cre dit: Simo n Phipps, " Co mmunity type s"
                   we bmink. co m/e ssays/co mmunity-type s/
Co-developer Communities
●   Core
    ●   Primary code contributors
    ●   Influence arising from activity
    ●   Dislike being marketing targets
●   Extenders
    ●   Localize and package code
    ●   Create extensions and plug-ins
    ●   Dislike being marketing targets

                                          Cre dit: Simo n Phipps, " Co mmunity type s"
                                             we bmink. co m/e ssays/co mmunity-type s/
Deployer Communities
●   Deployer-developers
    ●   Configure and customize code for deployment
    ●   Integrators, in-house developers
    ●   Receptive to marketing programs
●   Users
    ●   Use deployed code for business purposes
    ●   Receptive to marketing programs



                                              Cre dit: Simo n Phipps, " Co mmunity type s"
                                                 we bmink. co m/e ssays/co mmunity-type s/

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Community Matters: Why Open Source Marketing Can Help Improve Your Product by Vikram Vaswani

  • 1. Community Matters Why Open Source Marketing Can Help Improve Your Product Vikram Vaswani October 2012
  • 2. "Am I in earth, in heaven, or in hell? Sleeping or waking? mad or well-advised?" - William Shakespeare, The Comedy of Errors Act II Scene 2
  • 3. The Nature of the Beast
  • 4. Layered Model Cre dit: Simo n Phipps, " Co mmunity type s" we bmink. co m/e ssays/co mmunity-type s/
  • 5. Co-developer Communities ● Core ● Primary code contributors ● Influence arising from activity ● Dislike being marketing targets ● Extenders ● Localize and package code ● Create extensions and plug-ins ● Dislike being marketing targets Cre dit: Simo n Phipps, " Co mmunity type s" we bmink. co m/e ssays/co mmunity-type s/
  • 6. Deployer Communities ● Deployer-developers ● Configure and customize code for deployment ● Integrators, in-house developers ● Receptive to marketing programs ● Users ● Use deployed code for business purposes ● Receptive to marketing programs Cre dit: Simo n Phipps, " Co mmunity type s" we bmink. co m/e ssays/co mmunity-type s/
  • 7. Business Ecosystem Model ● Vendor-driven ● Community-driven Cre dit: Sandro Gro g anz, " M ting o pe n so urce is made fo r g e e ks" arke o pe nso urce . co m/busine ss/1 2/9 /a-co mple te -g uide -marke ting -pro je ct-busine ss
  • 8. Vendor-Driven Ecosystem ● Highly centralized ● Revolve around a single vendor ● Vendor exerts high level of control over participants ● Ecosystem entry and exit ● Rights and privileges of participants ● Monitoring Cre dit: Sandro Gro g anz, " M ting o pe n so urce is made fo r g e e ks" arke o pe nso urce . co m/busine ss/1 2/9 /a-co mple te -g uide -marke ting -pro je ct-busine ss
  • 9. Community-Driven Ecosystem ● Decentralized ● Low degree of control by any single participant ● Characterized by ● A vibrant developer community ● Extensive Q& A ● Active word-of-mouth marketing. ● No single major vendor Cre dit: Sandro Gro g anz, " M ting o pe n so urce is made fo r g e e ks" arke o pe nso urce . co m/busine ss/1 2/9 /a-co mple te -g uide -marke ting -pro je ct-busine ss
  • 10. Spheres of Participation Cre dit: Dave N ary, " Ho w do yo u co unt yo ur co mmunity size " e blo g s. g no me . o rg /bo lsh/20 0 9 /0 4/0 1 /ho w-do -yo u-co unt-yo ur-co mmunity-size /
  • 11. Spheres of Participation ● Core ● Leaders, core committers and key influencers ● Around the core ● Contributors for code, artwork, translations, or with other skills ● Forum members, mailing list participants, enthusiasts ● Extremities ● Users ● Boundaries are porous and ill-defined. ● People move closer to the center or further away from it as time passes. Cre dit: Dave N ary, " Ho w do yo u co unt yo ur co mmunity size " e blo g s. g no me . o rg /bo lsh/20 0 9/0 4/0 1 /ho w-do -yo u-co unt-yo ur-co mmunity-size /
  • 13. Technology Adoption Lifecycle Cre dit: W ikipe dia e n. wikipe dia. o rg /wiki/File : Te chno lo g y-A ptio n-Life cycle . png do
  • 14. Adoption Funnel Cre dit: Do nnie B rkho lz, " A ptio n o f so ftware is a funne l" e do re dmo nk. co m/dbe rkho lz/20 1 2/0 4/1 8 /ado ptio n-o f-so ftware -is-a-funne l/
  • 15. The 90-9-1 Rule Cre dit: Jako b N lse n, " Participatio n I q uality: Enco urag ing M re Use rs to Co ntribute " ie ne o www. use it. co m/ale rtbo x/participatio n_ ine quality. html
  • 16. The 90-9-1 Rule ● 90% of users are lurkers (i.e., read or observe, but don't contribute). ● 9% of users contribute from time to time, but other priorities dominate their time. ● 1% of users participate a lot and account for most contributions. Cre dit: Jako b N lse n, " Participatio n I q uality: Enco urag ing M re Use rs to Co ntribute " ie ne o www. use it. co m/ale rtbo x/participatio n_ ine quality. html
  • 17. Network Effects ● The more users of a product, the more valuable it is. ● The more valuable a product is, the more users it has.
  • 18. Traditional Sales Model Cre dit: Ste phe n W alli, " Ope n So urce Co mmunitie s and Custo me rs in Picture s" ste phe sblo g . blo g s. co m/my_ we blo g /20 1 0 /0 5/o pe n-so urce -co mmunitie s-and-custo me rs-in-picture s. html
  • 19. Community-Driven Sales Model Cre dit: Ste phe n W alli, " Ope n So urce Co mmunitie s and Custo me rs in Picture s" ste phe sblo g . blo g s. co m/my_ we blo g /20 1 0 /0 5/o pe n-so urce -co mmunitie s-and-custo me rs-in-picture s. html
  • 20. What The Community Offers ● Knowledge, expertise and experience ● Add value to commercial solution ● Advocates and evangelists ● Increase awareness of commercial solution ● Anchor for commercial products ● Add-ons, plugins, extensions, support Cre dit: Ste phe n W alli, " Ope n So urce Co mmunitie s and Custo me rs in Picture s" ste phe sblo g . blo g s. co m/my_ we blo g /20 1 0 /0 5/o pe n-so urce -co mmunitie s-and-custo me rs-in-picture s. html
  • 21. Benefits for Vendors ● Lower marketing and sales costs ● Self-qualifying leads ● Informed users ● Collective enhancement ● Rapid feedback ● Bug resolution ● New feature integration / customization ● Market intelligence ● Localization / Portability
  • 22. Benefits for Customers ● More choices ● Open source vs. open core vs. commercial ● Licensing fees vs. support, consulting and training fees ● Free community support vs. paid vendor support ● More access and control ● Unrestricted product evaluation ● Direct communication with developers ● Participation in product roadmap definition
  • 23. "Markets Are Conversations" Cre dit: Sandro Gro g anz, " M ting o pe n so urce is made fo r g e e ks" arke o pe nso urce . co m/busine ss/1 2/9 /a-co mple te -g uide -marke ting -pro je ct-busine ss
  • 24. "Markets Are Conversations" ● Community members communicate with each other (eg: to share information and knowledge) ● Partners communicate with each other (eg: to subcontract work or share leads) ● Partners communicate with clients (eg: to send proposals or implement projects) ● Partners communicate with community members (eg: to obtain technical assistance or subcontract work) ● Clients communicate with each other (eg: to obtain referrals) Cre dit: Sandro Gro g anz, " M ting o pe n so urce is made fo r g e e ks" arke o pe nso urce . co m/busine ss/1 2/9 /a-co mple te -g uide -marke ting -pro je ct-busine ss
  • 25. Enhancing Network Effects ● Marketing can help communicate the value of a product. ● Community development can assist product try-out, usage and enhancement.
  • 26. Marketing Functions ● Messaging ● Branding ● Communication Strategy ● Thought Leadership ● Event Management ● Collateral Development
  • 27. Community Development Functions ● Content Development ● Blog posts ● Articles and tutorials ● Conflict Resolution ● Staff Training in Community Engagement ● Coordination with Third-Party Communities ● Member Intervention
  • 28. How to Make Friends and Influence People
  • 29. Communication Style ● Use factual, objective language ● Avoid management buzzwords and superlatives ● Avoid partisanship and flame wars ● Stick to dry "geek-friendly" humour ● Be considerate and polite ● Invest time in defining and explaining controversial positions
  • 30. Community Manager ● Responsibilities ● Qualifications ● Content creation (30%) ● Social skills ● Social media marketing ● Writing skills (30%) ● Social media experience ● Event planning (20%) ● Passion for product and ● Communications industry strategy (10%) ● Analytics (10%) Cre dit: Erin B ury, " Co mmunity M anag e r Jo b De scriptio n, ADe finitive Guide " so cialfre sh. co m/a-de finitive -co mmunity-manag e r-jo b-de scriptio n/
  • 31. SocialFresh Community Manager Report 2012 Cre dit: So cialFre sh. co m, " The 20 1 2 Co mmunity Manag e r Re po rt" so cialfre sh. co m/co mmunity-manag e r-re po rt-20 1 2/
  • 32. SocialFresh Community Manager Report 2012 Cre dit: So cialFre sh. co m, " The 20 1 2 Co mmunity Manag e r Re po rt" so cialfre sh. co m/co mmunity-manag e r-re po rt-20 1 2/
  • 33. SocialFresh Community Manager Report 2012 Cre dit: So cialFre sh. co m, " The 20 1 2 Co mmunity Manag e r Re po rt" so cialfre sh. co m/co mmunity-manag e r-re po rt-20 1 2/
  • 34. Community Collaboration ● To be effective, a community needs tools for collaboration and communication. ● Give community members tools to: ● Participate in development ● Identify bugs ● Suggest new features ● Translate and localize the product ● Improve documentation ● Provide technical support and advice
  • 37. Documentation Cre dit: Use r Frie ndly by I lliad. Use d by Pe rmissio n. A Rig hts Re se rve d ll http: //ars. use rfrie ndly. o rg /carto o ns/? id= 20 0 20 9 0 5
  • 38. Documentation ● Developers love documentation! ● They just don't like creating it. ● Get them started by providing ● API documents ● Architecture documents ● Plugin development guides ● Code samples ● Articles and tutorials
  • 39. Community Channels ● Become active on all relevant channels ● Use community channels to: ● Announce news, product releases and events ● Stay informed about community trends and needs ● Engage with community members ● Intervene to activate/assist community members
  • 40. Bubble-Up Communications Model Cre dit: Sandro Gro g anz, " Effe ctive Ope n So urce Co mmunicatio ns: The B ubble -up Appro ach" sandro . g ro g anz. co m/20 0 9 /0 7 /0 1 /e ffe ctive -o pe n-so urce -co mmunicatio ns-the -bubble -up-appro ach/
  • 41. Bubble-Up Communications Model ● Informal ● Social media: Twitter, Tumblr, Facebook, … ● Forums, mailing lists and discussion groups ● Weblogs and wikis ● User groups ● Formal ● Newsletters ● Presentations, articles and screencasts ● Public and analyst relations ● Books and documentation Cre dit: Sandro Gro g anz, " Effe ctive Ope n So urce Co mmunicatio ns: The B ubble -up Appro ach" sandro . g ro g anz. co m/20 0 9 /0 7 /0 1 /e ffe ctive -o pe n-so urce -co mmunicatio ns-the -bubble -up-appro ach/
  • 42. Community Code of Conduct ● Describes shared values and "ideal" behaviour ● Sets standards of behaviour for community members ● Explains how to resolve disagreements ● Should be concise and clear ● Not legally enforceable (nor should it be)
  • 43. Example: Community Code of Conduct Cre dit: Ubuntu. co m www. ubuntu. co m/pro je ct/abo ut-ubuntu/co nduct
  • 44. Contribution Guidelines ● How to submit patches ● How to package patches ● How long to wait for patch reviews ● How to escalate patch reviews
  • 45. Example: Contribution Guidelines Cre dit: M e g o . co m e me e g o . co m/abo ut/co ntributio n-g uide line s
  • 46. Community Awards ● Reward community evangelism and code commits. ● Dual benefits ● Increases community participation ● Raises visibility of nominees within and outside the community ● Awards program becomes part of a marketing program for influencers/super users ● Used by MySQL, eZ Systems and Eclipse
  • 48. Contact Information Email: ● vikram dot vaswani at ageofpeers dot com Web: ● www.ageofpeers.com ● www.melonfire.com ● vikram-vaswani.in Social networks: ● twitter.com/ageofpeers ● plus.google.com/100028886433648406825