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.

1. Marketing
is for Geeks
By
@ordnas
Initmarketing - The Open Source Marketing Agency

2. Species of Geek:
Developer

5. Mammal

6. Microhabitat

7. Evolutionary
adaptation

8. Low dietary
intake

9. Sensitive
to light?

10. Evolution of the
Programming Geek

12. Geekus
Programmicus

13. Geekus
Programmicus

14. Geekus
Programmicus
Geekus
Entreprenerius

15. Geekus
Programmicus
Geekus
Entreprenerius
Geekus Managementus

16. Geekus
?
Programmicus
Geekus
Entreprenerius
Geekus Managementus

17. Geekus
Programmicus
Geekus
Entreprenerius
Geekus Managementus

18. Geekus
Programmicus
Geekus
Entreprenerius
Geekus Managementus

19. Geekus
Programmicus
Geekus
Entreprenerius
Geekus Managementus

20. $ $
$
$ $
$
Geekus Economicus

21. Geek’s New Goals
• Do what you love, love what you do

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

23. Geek’s New Goals
• Do what you love, love what you do
• Earn a living with what you love to do
Commercial Open Source

24. Geek’s New Skills
• Sales
• Marketing

25. Geek’s New Skills
• Marketing

26. Geek’s New Skills
• Marketing
Open Source Marketing

27. Marketing 101 for
Joomla Geeks

28. class Marketing extends Geek {
var $community = ;
function raise_visibility(){}
function generate_leads(){}
}

29. class Marketing extends Geek {
var $community = ;
function raise_visibility(){}
function generate_leads(){}
}

30. Business
Ecosystem

33. Business Model

39. You

40. You
You

41. You
You
You

42. You
You
You
You

47. You

48. You
You

49. You
You
You

50. You
You
You

51. You
You
You
You

52. You
You
You
You
You

53. You
You
You
You
You
You

57. You

58. You
You

59. You
You
Warning!

60. Market
Conversations

71. Press

72. Press

73. Press

74. Press
Trade Fairs

75. Press
Trade Fairs

76. Press
Trade Fairs

77. Marketing
Communications

78. Channels
• Press, Weblogs
• Events
• Joomla! Forums
• Joomla! Extensions Directory
• etc.

81. Go-to-market
Strategy

83. Chasm

84. Community
Relations

85. Community Marketing &
Relations Communications

86. Messaging

87. You
You

88. You
You
We are
Open Source

89. You
You
We are
Open Source

91. Business
Benefits

92. Lead Generation

100. Case Study

102. Brand name

103. Tagline and positioning

104. Product pitch

105. Community adoption

106. License?

107. Sales

108. Business benefits?

109. Pricing?

121. Channels
✓ Website
✓ Standalone community
✓ Joomla! Extensions Directory
- Public Relations
✓ Technical tutorials, books (in DACH)

122. Go-to-market

123. Go-to-market
Joomla!
Community

124. Go-to-market
Joomla!
Community

125. Go-to-market
Joomla!
Business benefits
Community

126. Lead
Generation

127. Lead
Generation
Joom!Fish

128. Lead
Generation
Joom!Fish = Product

129. Lead
Generation
Joom!Fish = Product + Subscription

130. Lead
Generation
Recurring and scalable
Joom!Fish = Product + Subscription =
revenue

131. Lead
Generation
Joomla! project
Visibility
Recurring and scalable
Joom!Fish = Product + Subscription =
revenue

132. Lead
Generation
Joomla! project = Open Source Community
Visibility
Recurring and scalable
Joom!Fish = Product + Subscription =
revenue

133. Lead
Generation
Joomla! project = Open Source Community = Global market
Visibility
Recurring and scalable
Joom!Fish = Product + Subscription =
revenue

134. Lead
Generation
Joomla! project = Open Source Community = Global market
Visibility
Recurring and scalable
Joom!Fish = Product + Subscription =
revenue
Visibility
Think Network

135. Lead
Generation
Joomla! project = Open Source Community = Global market
Visibility
Recurring and scalable
Joom!Fish = Product + Subscription =
revenue
Visibility
Think Network = Services

136. 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

137. 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

138. 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/
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Distributed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 Unported License.