Community MattersWhy Open Source Marketing CanHelp Improve Your Product                                Vikram Vaswani     ...
"Am I in earth, in heaven, or in hell? Sleeping or waking? mad or well-advised?"- William Shakespeare, The Comedy of Error...
The Nature of the Beast
Layered Model                Cre dit: Simo n Phipps, " Co mmunity type s"                   we bmink. co m/e ssays/co mmun...
Co-developer Communities●   Core    ●   Primary code contributors    ●   Influence arising from activity    ●   Dislike be...
Deployer Communities●   Deployer-developers    ●   Configure and customize code for deployment    ●   Integrators, in-hous...
Business Ecosystem Model●   Vendor-driven     ●     Community-driven                              Cre dit: Sandro Gro g an...
Vendor-Driven Ecosystem●   Highly centralized●   Revolve around a single vendor●   Vendor exerts high level of control ove...
Community-Driven Ecosystem●   Decentralized●   Low degree of control by any single participant●   Characterized by    ●   ...
Spheres of Participation                                        Cre dit: Dave N ary, " Ho w do yo u co unt yo ur co mmunit...
Spheres of Participation●   Core    ●   Leaders, core committers and key influencers●   Around the core    ●   Contributor...
"Markets Are Conversations"
Technology Adoption Lifecycle                                                                            Cre dit: W ikipe ...
Adoption Funnel                              Cre dit: Do nnie B rkho lz, " A ptio n o f so ftware is a funne l"           ...
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 ntr...
The 90-9-1 Rule●   90% of users are lurkers (i.e., read or observe, but    dont contribute).●   9% of users contribute fro...
Network Effects●   The more users of a    product, the more    valuable it is.●   The more valuable a    product is, the m...
Traditional Sales Model                                            Cre dit: Ste phe n W   alli, " Ope n So urce Co mmuniti...
Community-Driven Sales Model                                          Cre dit: Ste phe n W   alli, " Ope n So urce Co mmun...
What The Community Offers●   Knowledge, expertise and experience    ●   Add value to commercial solution●   Advocates and ...
Benefits for Vendors●   Lower marketing and sales costs    ●   Self-qualifying leads    ●   Informed users●   Collective e...
Benefits for Customers●   More choices    ●   Open source vs. open core vs. commercial    ●   Licensing fees vs. support, ...
"Markets Are Conversations"                             Cre dit: Sandro Gro g anz, " M ting o pe n so urce is made fo r g ...
"Markets Are Conversations"●   Community members communicate with each other (eg: to    share information and knowledge)● ...
Enhancing Network Effects●   Marketing can help    communicate the value    of a product.●   Community    development can ...
Marketing Functions●   Messaging●   Branding●   Communication Strategy●   Thought Leadership●   Event Management●   Collat...
Community Development Functions●   Content Development    ●   Blog posts    ●   Articles and tutorials●   Conflict Resolut...
How to Make Friendsand Influence People
Communication Style●   Use factual, objective language    ●   Avoid management buzzwords and superlatives    ●   Avoid par...
Community Manager●   Responsibilities                 ●     Qualifications    ●   Content creation (30%)               ●  ...
SocialFresh Community ManagerReport 2012                    Cre dit: So cialFre sh. co m, " The 20 1 2 Co mmunity Manag e ...
SocialFresh Community ManagerReport 2012                    Cre dit: So cialFre sh. co m, " The 20 1 2 Co mmunity Manag e ...
SocialFresh Community ManagerReport 2012                    Cre dit: So cialFre sh. co m, " The 20 1 2 Co mmunity Manag e ...
Community Collaboration●   To be effective, a community needs tools for    collaboration and communication.●   Give commun...
Community Collaboration Tools
Community Collaboration Tools
Documentation                Cre dit: Use r Frie ndly by I lliad. Use d by Pe rmissio n. A Rig hts Re se rve d            ...
Documentation●   Developers love documentation!    ●   They just dont like creating it.●   Get them started by providing  ...
Community Channels●   Become active on all relevant channels●   Use community channels to:    ●        Announce news, prod...
Bubble-Up Communications Model               Cre dit: Sandro Gro g anz, " Effe ctive Ope n So urce Co mmunicatio ns: The B...
Bubble-Up Communications Model●   Informal    ●   Social media: Twitter, Tumblr, Facebook, …    ●   Forums, mailing lists ...
Community Code of Conduct●   Describes shared values and "ideal" behaviour●   Sets standards of behaviour for community me...
Example: Community Code of Conduct                                                      Cre dit: Ubuntu. co m             ...
Contribution Guidelines●   How to submit patches●   How to package patches●   How long to wait for patch reviews●   How to...
Example: Contribution Guidelines                                                       Cre dit: M e g o . co m            ...
Community Awards●   Reward community evangelism and code commits.●   Dual benefits    ●   Increases community participatio...
Questions?
Contact InformationEmail:●   vikram dot vaswani at ageofpeers dot comWeb:●   www.ageofpeers.com●   www.melonfire.com●   vi...
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Community Matters: Why Open Source Marketing Can Help Improve Your Product by Vikram Vaswani

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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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  • I think it would be good idea if a product in itself has feature for collaboration. The user will be able to avoid the contextual shift that they have to make if they were in a situation where they have to communicate and collaborate with the communicate members
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Community Matters: Why Open Source Marketing Can Help Improve Your Product by Vikram Vaswani

  1. 1. Community MattersWhy Open Source Marketing CanHelp Improve Your Product Vikram Vaswani October 2012
  2. 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. 3. The Nature of the Beast
  4. 4. Layered Model Cre dit: Simo n Phipps, " Co mmunity type s" we bmink. co m/e ssays/co mmunity-type s/
  5. 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. 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. 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. 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. 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. 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. 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 /
  12. 12. "Markets Are Conversations"
  13. 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. 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. 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. 16. The 90-9-1 Rule● 90% of users are lurkers (i.e., read or observe, but dont 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. 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. 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. 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. 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. 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. 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. 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. 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. 25. Enhancing Network Effects● Marketing can help communicate the value of a product.● Community development can assist product try-out, usage and enhancement.
  26. 26. Marketing Functions● Messaging● Branding● Communication Strategy● Thought Leadership● Event Management● Collateral Development
  27. 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. 28. How to Make Friendsand Influence People
  29. 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. 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. 31. SocialFresh Community ManagerReport 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. 32. SocialFresh Community ManagerReport 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. 33. SocialFresh Community ManagerReport 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. 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
  35. 35. Community Collaboration Tools
  36. 36. Community Collaboration Tools
  37. 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. 38. Documentation● Developers love documentation! ● They just dont like creating it.● Get them started by providing ● API documents ● Architecture documents ● Plugin development guides ● Code samples ● Articles and tutorials
  39. 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. 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. 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. 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. 43. Example: Community Code of Conduct Cre dit: Ubuntu. co m www. ubuntu. co m/pro je ct/abo ut-ubuntu/co nduct
  44. 44. Contribution Guidelines● How to submit patches● How to package patches● How long to wait for patch reviews● How to escalate patch reviews
  45. 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. 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
  47. 47. Questions?
  48. 48. Contact InformationEmail:● vikram dot vaswani at ageofpeers dot comWeb:● www.ageofpeers.com● www.melonfire.com● vikram-vaswani.inSocial networks:● twitter.com/ageofpeers● plus.google.com/100028886433648406825

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