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Marketing
is for Geeks
              By
             @ordnas


  Initmarketing - The Open Source Marketing Agency
Species of Geek:
   Developer
Mammal
Microhabitat
Evolutionary
 adaptation
Low dietary
     intake
Sensitive
to light?
Evolution of the
Programming Geek
Geekus
Programmicus
Geekus
Programmicus
Geekus
Programmicus

                   Geekus
               Entreprenerius
Geekus
Programmicus

                                     Geekus
                                 Entreprenerius




     ...
Geekus

                    ?
Programmicus

                                     Geekus
                                 E...
Geekus
Programmicus

                                     Geekus
                                 Entreprenerius




     ...
Geekus
Programmicus

                                     Geekus
                                 Entreprenerius




     ...
Geekus
Programmicus

                                     Geekus
                                 Entreprenerius




     ...
$ $
      $
  $           $
  $



Geekus Economicus
Geek’s New Goals
•   Do what you love, love what you do
Geek’s New Goals
• Do what you love, love what you do
• Earn a living with what you love to do
Geek’s New Goals
• Do what you love, love what you do
• Earn a living with what you love to do




Commercial Open Source
Geek’s New Skills
•   Sales
•   Marketing
Geek’s New Skills

•   Marketing
Geek’s New Skills

•   Marketing




    Open Source Marketing
Marketing 101 for
 Joomla Geeks
class Marketing extends Geek {

    var $community =      ;

    function raise_visibility(){}
    function generate_leads...
class Marketing extends Geek {

    var $community =      ;

    function raise_visibility(){}
    function generate_leads...
Business
Ecosystem
Business Model
You
You

You
You

You

You
You

You

You

You
You
You

You
You

You

You
You

You

You
You

You

You

You
You

You

You

You

You
You

You

You

You

You

You
You
You
      You
You
             You



      Warning!
Market
Conversations
Press
Press
Press
Press



Trade Fairs
Press



Trade Fairs
Press



Trade Fairs
Marketing
Communications
Channels
•   Press, Weblogs
•   Events
•   Joomla! Forums
•   Joomla! Extensions Directory
•   etc.
Go-to-market
  Strategy
Chasm
Community
 Relations
Community      Marketing &
 Relations   Communications
Messaging
You
      You
You
                    You




        We are
      Open Source
You
                    You




        We are
      Open Source
Business
Benefits
Lead Generation
Case Study
Brand name
Tagline and positioning
Product pitch
Community adoption
License?
Sales
Business benefits?
Pricing?
Channels
✓   Website
✓   Standalone community
✓   Joomla! Extensions Directory
-   Public Relations
✓   Technical tutorial...
Go-to-market
Go-to-market
 Joomla!
Community
Go-to-market
 Joomla!
Community
Go-to-market
 Joomla!
            Business benefits
Community
Lead
Generation
Lead
            Generation


Joom!Fish
Lead
            Generation


Joom!Fish   =   Product
Lead
            Generation


Joom!Fish   =   Product + Subscription
Lead
            Generation

                                             Recurring and scalable
Joom!Fish   =   Product +...
Lead
                  Generation
Joomla! project


   Visibility



                                                   Re...
Lead
                Generation
Joomla! project =   Open Source Community


   Visibility



                             ...
Lead
                Generation
Joomla! project =   Open Source Community =          Global market


   Visibility



    ...
Lead
                Generation
Joomla! project =   Open Source Community =          Global market


   Visibility



    ...
Lead
                Generation
Joomla! project =   Open Source Community =          Global market


   Visibility



    ...
Lead
                Generation
Joomla! project =   Open Source Community =          Global market


   Visibility



    ...
Lead
                       Generation
      Joomla! project =    Open Source Community =          Global market


       ...
Thank you!

                                         Questions?

Credits


                                               ...
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
Marketing is for Geeks
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Marketing is for Geeks Slide 1 Marketing is for Geeks Slide 2 Marketing is for Geeks Slide 3 Marketing is for Geeks Slide 4 Marketing is for Geeks Slide 5 Marketing is for Geeks Slide 6 Marketing is for Geeks Slide 7 Marketing is for Geeks Slide 8 Marketing is for Geeks Slide 9 Marketing is for Geeks Slide 10 Marketing is for Geeks Slide 11 Marketing is for Geeks Slide 12 Marketing is for Geeks Slide 13 Marketing is for Geeks Slide 14 Marketing is for Geeks Slide 15 Marketing is for Geeks Slide 16 Marketing is for Geeks Slide 17 Marketing is for Geeks Slide 18 Marketing is for Geeks Slide 19 Marketing is for Geeks Slide 20 Marketing is for Geeks Slide 21 Marketing is for Geeks Slide 22 Marketing is for Geeks Slide 23 Marketing is for Geeks Slide 24 Marketing is for Geeks Slide 25 Marketing is for Geeks Slide 26 Marketing is for Geeks Slide 27 Marketing is for Geeks Slide 28 Marketing is for Geeks Slide 29 Marketing is for Geeks Slide 30 Marketing is for Geeks Slide 31 Marketing is for Geeks Slide 32 Marketing is for Geeks Slide 33 Marketing is for Geeks Slide 34 Marketing is for Geeks Slide 35 Marketing is for Geeks Slide 36 Marketing is for Geeks Slide 37 Marketing is for Geeks Slide 38 Marketing is for Geeks Slide 39 Marketing is for Geeks Slide 40 Marketing is for Geeks Slide 41 Marketing is for Geeks Slide 42 Marketing is for Geeks Slide 43 Marketing is for Geeks Slide 44 Marketing is for Geeks Slide 45 Marketing is for Geeks Slide 46 Marketing is for Geeks Slide 47 Marketing is for Geeks Slide 48 Marketing is for Geeks Slide 49 Marketing is for Geeks Slide 50 Marketing is for Geeks Slide 51 Marketing is for Geeks Slide 52 Marketing is for Geeks Slide 53 Marketing is for Geeks Slide 54 Marketing is for Geeks Slide 55 Marketing is for Geeks Slide 56 Marketing is for Geeks Slide 57 Marketing is for Geeks Slide 58 Marketing is for Geeks Slide 59 Marketing is for Geeks Slide 60 Marketing is for Geeks Slide 61 Marketing is for Geeks Slide 62 Marketing is for Geeks Slide 63 Marketing is for Geeks Slide 64 Marketing is for Geeks Slide 65 Marketing is for Geeks Slide 66 Marketing is for Geeks Slide 67 Marketing is for Geeks Slide 68 Marketing is for Geeks Slide 69 Marketing is for Geeks Slide 70 Marketing is for Geeks Slide 71 Marketing is for Geeks Slide 72 Marketing is for Geeks Slide 73 Marketing is for Geeks Slide 74 Marketing is for Geeks Slide 75 Marketing is for Geeks Slide 76 Marketing is for Geeks Slide 77 Marketing is for Geeks Slide 78 Marketing is for Geeks Slide 79 Marketing is for Geeks Slide 80 Marketing is for Geeks Slide 81 Marketing is for Geeks Slide 82 Marketing is for Geeks Slide 83 Marketing is for Geeks Slide 84 Marketing is for Geeks Slide 85 Marketing is for Geeks Slide 86 Marketing is for Geeks Slide 87 Marketing is for Geeks Slide 88 Marketing is for Geeks Slide 89 Marketing is for Geeks Slide 90 Marketing is for Geeks Slide 91 Marketing is for Geeks Slide 92 Marketing is for Geeks Slide 93 Marketing is for Geeks Slide 94 Marketing is for Geeks Slide 95 Marketing is for Geeks Slide 96 Marketing is for Geeks Slide 97 Marketing is for Geeks Slide 98 Marketing is for Geeks Slide 99 Marketing is for Geeks Slide 100 Marketing is for Geeks Slide 101 Marketing is for Geeks Slide 102 Marketing is for Geeks Slide 103 Marketing is for Geeks Slide 104 Marketing is for Geeks Slide 105 Marketing is for Geeks Slide 106 Marketing is for Geeks Slide 107 Marketing is for Geeks Slide 108 Marketing is for Geeks Slide 109 Marketing is for Geeks Slide 110 Marketing is for Geeks Slide 111 Marketing is for Geeks Slide 112 Marketing is for Geeks Slide 113 Marketing is for Geeks Slide 114 Marketing is for Geeks Slide 115 Marketing is for Geeks Slide 116 Marketing is for Geeks Slide 117 Marketing is for Geeks Slide 118 Marketing is for Geeks Slide 119 Marketing is for Geeks Slide 120 Marketing is for Geeks Slide 121 Marketing is for Geeks Slide 122 Marketing is for Geeks Slide 123 Marketing is for Geeks Slide 124 Marketing is for Geeks Slide 125 Marketing is for Geeks Slide 126 Marketing is for Geeks Slide 127 Marketing is for Geeks Slide 128 Marketing is for Geeks Slide 129 Marketing is for Geeks Slide 130 Marketing is for Geeks Slide 131 Marketing is for Geeks Slide 132 Marketing is for Geeks Slide 133 Marketing is for Geeks Slide 134 Marketing is for Geeks Slide 135 Marketing is for Geeks Slide 136 Marketing is for Geeks Slide 137 Marketing is for Geeks Slide 138
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Marketing is for Geeks

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Some open source geeks have a deep-rooted skepticism about marketing. This talk will demonstrate why marketing is not evil. Quite the opposite, all participants within an Open Source ecosystem rather benefit from reasonable marketing and communications. Attendees will first learn about the basics of marketing Open Source software. Next, we'll take a close look at how marketing and community communications relate to each other and differ from each other. Then, this talk will analyze the Joomla! ecosystem and its stakeholders from a marketing perspective. The analysis will allow to better understand which marketing and communication tactics each of the stakeholders could apply. For example, how developers can effectively communicate within mailing lists, or how system integrators can successfully position themselves as Joomla! experts on the Web or in sales pitches. By the end of the talk, attendees should have gained valuable insight from lessons learned and take home knowledge about a marketing framework they can use for fueling their own success.

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Marketing is for Geeks

  1. Marketing is for Geeks By @ordnas Initmarketing - The Open Source Marketing Agency
  2. Species of Geek: Developer
  3. Mammal
  4. Microhabitat
  5. Evolutionary adaptation
  6. Low dietary intake
  7. Sensitive to light?
  8. Evolution of the Programming Geek
  9. Geekus Programmicus
  10. Geekus Programmicus
  11. Geekus Programmicus Geekus Entreprenerius
  12. Geekus Programmicus Geekus Entreprenerius Geekus Managementus
  13. Geekus ? Programmicus Geekus Entreprenerius Geekus Managementus
  14. Geekus Programmicus Geekus Entreprenerius Geekus Managementus
  15. Geekus Programmicus Geekus Entreprenerius Geekus Managementus
  16. Geekus Programmicus Geekus Entreprenerius Geekus Managementus
  17. $ $ $ $ $ $ Geekus Economicus
  18. Geek’s New Goals • Do what you love, love what you do
  19. Geek’s New Goals • Do what you love, love what you do • Earn a living with what you love to do
  20. Geek’s New Goals • Do what you love, love what you do • Earn a living with what you love to do Commercial Open Source
  21. Geek’s New Skills • Sales • Marketing
  22. Geek’s New Skills • Marketing
  23. Geek’s New Skills • Marketing Open Source Marketing
  24. Marketing 101 for Joomla Geeks
  25. class Marketing extends Geek { var $community = ; function raise_visibility(){} function generate_leads(){} }
  26. class Marketing extends Geek { var $community = ; function raise_visibility(){} function generate_leads(){} }
  27. Business Ecosystem
  28. Business Model
  29. You
  30. You You
  31. You You You
  32. You You You You
  33. You
  34. You You
  35. You You You
  36. You You You
  37. You You You You
  38. You You You You You
  39. You You You You You You
  40. You
  41. You You
  42. You You Warning!
  43. Market Conversations
  44. Press
  45. Press
  46. Press
  47. Press Trade Fairs
  48. Press Trade Fairs
  49. Press Trade Fairs
  50. Marketing Communications
  51. Channels • Press, Weblogs • Events • Joomla! Forums • Joomla! Extensions Directory • etc.
  52. Go-to-market Strategy
  53. Chasm
  54. Community Relations
  55. Community Marketing & Relations Communications
  56. Messaging
  57. You You
  58. You You We are Open Source
  59. You You We are Open Source
  60. Business Benefits
  61. Lead Generation
  62. Case Study
  63. Brand name
  64. Tagline and positioning
  65. Product pitch
  66. Community adoption
  67. License?
  68. Sales
  69. Business benefits?
  70. Pricing?
  71. Channels ✓ Website ✓ Standalone community ✓ Joomla! Extensions Directory - Public Relations ✓ Technical tutorials, books (in DACH)
  72. Go-to-market
  73. Go-to-market Joomla! Community
  74. Go-to-market Joomla! Community
  75. Go-to-market Joomla! Business benefits Community
  76. Lead Generation
  77. Lead Generation Joom!Fish
  78. Lead Generation Joom!Fish = Product
  79. Lead Generation Joom!Fish = Product + Subscription
  80. Lead Generation Recurring and scalable Joom!Fish = Product + Subscription = revenue
  81. Lead Generation Joomla! project Visibility Recurring and scalable Joom!Fish = Product + Subscription = revenue
  82. Lead Generation Joomla! project = Open Source Community Visibility Recurring and scalable Joom!Fish = Product + Subscription = revenue
  83. Lead Generation Joomla! project = Open Source Community = Global market Visibility Recurring and scalable Joom!Fish = Product + Subscription = revenue
  84. Lead Generation Joomla! project = Open Source Community = Global market Visibility Recurring and scalable Joom!Fish = Product + Subscription = revenue Visibility Think Network
  85. Lead Generation Joomla! project = Open Source Community = Global market Visibility Recurring and scalable Joom!Fish = Product + Subscription = revenue Visibility Think Network = Services
  86. Lead Generation Joomla! project = Open Source Community = Global market Visibility Recurring and scalable Joom!Fish = Product + Subscription = revenue Visibility High margin Think Network = Services = consulting rates
  87. Lead Generation Joomla! project = Open Source Community = Global market Visibility Recurring and scalable Visibility Joom!Fish = Product + Subscription = revenue Visibility High margin Think Network = Services = consulting rates
  88. Thank you! Questions? Credits Contact me: • http://www.flickr.com/photos/joebeone/544978512/ • http://www.flickr.com/photos/marcn/472863574/ • http://www.flickr.com/photos/dkpto/4426951616/ @ordnas • http://www.flickr.com/photos/hirsch/22583890/ • http://www.flickr.com/photos/helgabj/1859917646/ • http://www.flickr.com/photos/worldeconomicforum/346665560/ • http://www.flickr.com/photos/nojhan/3204073130/ • http://www.flickr.com/photos/hagengraf/2311487135/ © 2010 Initmarketing (except where otherwise noted). Some rights reserved. Distributed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 Unported License.
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Some open source geeks have a deep-rooted skepticism about marketing. This talk will demonstrate why marketing is not evil. Quite the opposite, all participants within an Open Source ecosystem rather benefit from reasonable marketing and communications. Attendees will first learn about the basics of marketing Open Source software. Next, we'll take a close look at how marketing and community communications relate to each other and differ from each other. Then, this talk will analyze the Joomla! ecosystem and its stakeholders from a marketing perspective. The analysis will allow to better understand which marketing and communication tactics each of the stakeholders could apply. For example, how developers can effectively communicate within mailing lists, or how system integrators can successfully position themselves as Joomla! experts on the Web or in sales pitches. By the end of the talk, attendees should have gained valuable insight from lessons learned and take home knowledge about a marketing framework they can use for fueling their own success.

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