7/30/2019 Marketing Open Source Software 1204748662776229 4

1/48

MarketingO en Source Software

Be open and successful

7/30/2019 Marketing Open Source Software 1204748662776229 4

2/48

Presented bySandro Groganz

Independent consultant:

Open Source Marketing

Founder:

InitMarketing e.K.

Bio:VP Marketing, Mindquarry

VP Communication, eZ Systems

7/30/2019 Marketing Open Source Software 1204748662776229 4

3/48

Leading world-wide provider of

Open Source marketing servicesStrategy, planning, implementation

7 marketing experts: USA, Germany,

Switzerland, India, Italy, UK

www.initmarketing.com

Some of our customers:

7/30/2019 Marketing Open Source Software 1204748662776229 4

4/48

7/30/2019 Marketing Open Source Software 1204748662776229 4

5/48

This talk might beof help to everyone who wants to

make moneywith productsbeing or based on

Open Source software

7/30/2019 Marketing Open Source Software 1204748662776229 4

6/48

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

7/30/2019 Marketing Open Source Software 1204748662776229 4

7/48

if($ready == true){

next_slide();}

7/30/2019 Marketing Open Source Software 1204748662776229 4

8/48

What isOpen Source marketing?

7/30/2019 Marketing Open Source Software 1204748662776229 4

9/48

MarketingOpen Source productsthe Open Source way

7/30/2019 Marketing Open Source Software 1204748662776229 4

10/48

The dark sideof marketing

7/30/2019 Marketing Open Source Software 1204748662776229 4

11/48

By the way, if anyone here is in advertising ormarketing...kill yourself...you're the ruiner of all

things good...you are Satan's spawn, filling theworld with bile and garbage...kill yourself.

(Bill Hicks)

7/30/2019 Marketing Open Source Software 1204748662776229 4

12/48

The bright sideof marketing

7/30/2019 Marketing Open Source Software 1204748662776229 4

13/48

Markets are conversations.

(The Cluetrain Manifesto)

7/30/2019 Marketing Open Source Software 1204748662776229 4

14/48

Any sideof marketing

7/30/2019 Marketing Open Source Software 1204748662776229 4

15/48

7/30/2019 Marketing Open Source Software 1204748662776229 4

16/48

World-wide word-of-mouth marketing

People regard peersas the purest form ofaccurate information

7/30/2019 Marketing Open Source Software 1204748662776229 4

17/48

7/30/2019 Marketing Open Source Software 1204748662776229 4

18/48

7/30/2019 Marketing Open Source Software 1204748662776229 4

19/48

7/30/2019 Marketing Open Source Software 1204748662776229 4

20/48

Marketing to social networks

7/30/2019 Marketing Open Source Software 1204748662776229 4

21/48

StakeholdersIndividuals

DevelopersDesignersBloggersNewbies

Journalists

...

Organizations

CompaniesPartners

Not-for-profitsGOs

Media Corps

...

Communities

OSS projectsScientists

...

7/30/2019 Marketing Open Source Software 1204748662776229 4

22/48

7/30/2019 Marketing Open Source Software 1204748662776229 4

23/48

Open Source marketing is about

peer-to-peer, horizontal communicationamong multiple persons and groups

with various roles

7/30/2019 Marketing Open Source Software 1204748662776229 4

24/48

The big pictureand small details

7/30/2019 Marketing Open Source Software 1204748662776229 4

25/48

1. Marketing Strategy

7/30/2019 Marketing Open Source Software 1204748662776229 4

26/48

Its not about the logo

Its about thecompass that

guides you

Strategies can change

You want totrack implicationsof what changed

7/30/2019 Marketing Open Source Software 1204748662776229 4

27/48

The 4 Cs

1. Corporation

2. Customer

3. Competitors

4. Community

7/30/2019 Marketing Open Source Software 1204748662776229 4

28/48

Business Models

1. Optimization (e.g. Linux)

2. Dual Lizense (e.g. MySQL)3. Consulting (e.g. system integrators)

4. Subscription (e.g. Red Hat)

5. Patronage (e.g. Eclipse)

6. Hosted, on demand, SaaS (e.g. SugarCRM)

7. Embedded (e.g. TIVO)

7/30/2019 Marketing Open Source Software 1204748662776229 4

29/48

Positioning

7/30/2019 Marketing Open Source Software 1204748662776229 4

30/48

Vendor-driven ecosystem

7/30/2019 Marketing Open Source Software 1204748662776229 4

31/48

Community-driven ecosystem

7/30/2019 Marketing Open Source Software 1204748662776229 4

32/48

Product Licensing

7/30/2019 Marketing Open Source Software 1204748662776229 4

33/48

Strategy Elements

Market trends | Competitive analysis | Window

of opportunity | Benefits of Open Source |Product portfolio | Product features | Supportand services |

Sales | Pricing | Conversion rates | Marketing |Partner program | Community building | Thought

leadership | Corporate culture

7/30/2019 Marketing Open Source Software 1204748662776229 4

34/48

2. Marketing Plan

7/30/2019 Marketing Open Source Software 1204748662776229 4

35/48

ProductPricingPromotionPlace

PeopleProcess

Physical evidence

Personalization

ParticipationPeer-to-peer

7/30/2019 Marketing Open Source Software 1204748662776229 4

36/48

Plan Elements

Tasks | Milestones | Budget | Team |

Benchmarks

7/30/2019 Marketing Open Source Software 1204748662776229 4

37/48

Pieces of Wisdom

7/30/2019 Marketing Open Source Software 1204748662776229 4

38/48

Be BOLD

7/30/2019 Marketing Open Source Software 1204748662776229 4

39/48

Talk about what you do

Have an opinion, share expertise

Dont please everyone

7/30/2019 Marketing Open Source Software 1204748662776229 4

40/48

$ave money

7/30/2019 Marketing Open Source Software 1204748662776229 4

41/48

Flee advertisements

Keep printed brochures simple

Avoid multilingual corporate Web site

7/30/2019 Marketing Open Source Software 1204748662776229 4

42/48

Do it!

7/30/2019 Marketing Open Source Software 1204748662776229 4

43/48

Do it and adjust as you go

Ask others for advice

Keep it simple, stupid

7/30/2019 Marketing Open Source Software 1204748662776229 4

44/48

Be o p e n

7/30/2019 Marketing Open Source Software 1204748662776229 4

45/48

Share all product-relevant information

Do favors to people

Join peer groups

7/30/2019 Marketing Open Source Software 1204748662776229 4

46/48

Questions

?

7/30/2019 Marketing Open Source Software 1204748662776229 4

47/48

Thank you!

www.initmarketing.com

7/30/2019 Marketing Open Source Software 1204748662776229 4

48/48

Credits

Chess board: http://flickr.com/photos/waponigirl/

162798520/