Marketing meets Tech. Why marketing is a must for open source projects.
Marketing von Open-Source-Software
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Marketing vonOpen-Source-Software
Offen und erfolgreich sein
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Vorgetragen vonSandro Groganz
Unabhängiger Berater:Open-Source-Marketing
Gründer:InitMarketing e.K.
Bio:VP Marketing, Mindquarry
VP Communication, eZ Systems
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Weltweit führender Dienstleisterfür das Marketing vonOpen-Source-Software
Strategie, Planung, Durchführung
7 Marketing-Experten: USA, Deutschland, Schweiz, Indien, Italien, Großbritannien
www.initmarketing.com
Kunden unter anderem:
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Dieser Vortrag dürftefür jeden hilfreich sein, derGeld verdienenwill mit Produkten die
Open-Source-Softwaresind oder daraus bestehen
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Was Du hier lernst
• Wie man mit seiner Zielgruppe kommuniziert
• Wie man Produkte und Dienstleistungen vermarktet
• Wie man das Marketing durchführt
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Was istOpen-Source-Marketing?
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Das Vermarkten vonOpen-Source-Produktenim Stile von Open Source
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Die dunkle Seitedes Marketings
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“Die Werbung ist ein parfümiertes Stück Aas.”
(Oliviero Toscani)
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Die intelligente Seitedes Marketings
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“Märkte sind Gespräche.”
(Das Cluetrain Manifest)
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Die allgegenwärtige Seitedes Marketings
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Weltweite Mundpropaganda
Personen betrachten Peersals die reinste Formakurater Information
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Marketing in Sozialen Netzwerken
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SchlüsselgruppenIndividuen
ProgrammiererDesignerBloggerNewbies
Journalisten...
Organisationen
FirmenPartner
RegierungMedienhäuserGemeinnützige
...
Communities
OSS-ProjekteWissenschaftler
...
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Im Open-Source-Marketinggeht es um
peer-to-peer, horizontale Kommunikationzwischen mehreren
Personen und Gruppenin unterschiedlichen Rollen
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Der Überblickund kleine Details
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1. Marketing Strategie
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Es geht nicht um das Logo
Es geht um denKompass der
einen leitet
Strategien ändern sich
Es gilt, dieImplikationenzu verstehen
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Die 4 C
1. Corporation (Firma)
2. Customer (Kunde)
3. Competitors (Wettbewerber)
4. Community
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Geschäftsmodelle
1. Optimierung (z.B. Linux)2. Duale Lizenz (z.B. MySQL)3. Beratung (z.B. System-Integratoren)4. Subscription (z.B. Red Hat)5. Patronage (z.B. Eclipse)6. Hosted (z.B. SugarCRM)7. Embedded (z.B. TIVO)
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Positioning
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Strategie-Elemente
Markttrends | Wettbewerbsanalyse | Window of opportunity | Vorteile von Open Source |
Produkt-Portfolio | Produktmerkmale | Support und Services |
Vertrieb | Preisfindung | Conversion rates | Marketing-Kommunikation | Partner-Programm |
Community-Building | Thought leadership | Corporate culture
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2. Marketing Plan
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ProductPricingPromotionPlace
PeopleProcess
Physical evidence
PersonalizationParticipationPeer-to-peer
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Plan-Elemente
Aufgaben | Milestones | Budget | Team | Benchmarks
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Weisheiten
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SPRECHE darüber
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Sag’ was du tust
Habe eine Meinung, teile Erfahrungen
Versuche nicht, es allen recht zu machen
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$pare Geld
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Vermeide Werbeanzeigen
Minimiere gedrucktes Infomaterial
Vermeide eine mehrsprachige Website
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Tue es!
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Tue es und mache Anpassungen auf dem Weg
Frage andere nach Rat
Keep it simple, stupid
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Sei o f f e n
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Biete alle produkt-relevanten Infos an
Leiste anderen einen Gefallen
Trete Gruppen Gleichgesinnter bei
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Fragen
?
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Danke!
www.initmarketing.com
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Credits
• Chess board: http://flickr.com/photos/waponigirl/162798520/