Let me share some of my analysis of Drupal marketing efforts while getting prepared for my talk Marketing Open Source Software at Drupalcon. Comments are highly welcome, be it to this blog entry or during my talk or any day while I am at Drupalcon.

Drupal is a great brand

The Drupal brand is highly visible: For example, a Google search for Drupal generates 19 million results. Compare this with Alfresco, generating just 1.8 million results (including the Alfresco Grill).

The Drupal brand is vivid: A big part of the Drupal brand is in the people in the community.

Drupal is a registered trademark: That allows VCs to justify a $7 million investment.

Drupal is successful

There will be a whopping 800 attendees at Drupalcon - sold out - wow! That’s double the amount of the previous conference. Nice growth rate.

200 000 registered users at drupal.org, 300 signing up each day, Drupal downloads approaching 100 000 a month, and more impressive Drupal statistics.

Comparing this with the statistics of other Open Source CMS, it clearly places Drupal in the top league.

Drupal marketing is community-driven

Drupal joined the forefront of Open Source marketing. Not only is the product Open Source, but marketing Drupal is itself being managed and performed like an Open Source project. Everyone is invited to contribute to Drupal marketing by helping craft a marketing strategy, positioning statement, marketing collaterals and all.

This leads to a load of valuable information created by enthusiastic volunteers which would typically cost tens of thousands of dollars. For example, take a look at the Drupal 6 landing page and you will be greeted by plenty of information and many videocasts.

Drupal is not the first when it comes to community-driven marketing. The Typo3 Communication Committee and its members such as the excellent Daniel Hinderink are doing a great job in volunteer-based marketing. The Plone community is also following that marketing path.

Balancing interests of Drupal stakeholders

Drupal Association and Acquia, the VC-backed startup of Drupal lead Dries Buytaert, are the backbones of Drupal’s success. Both organizations are being lead by Dries, which is good, because it ensures a balanced strategy. In Dries’ own words:

Since the health and vitality of the Drupal project at large is extremely important to us, we’ve taken great pains to make sure that I am able to continue to act for the best interests of the Drupal community at large as I have done for the past 7 years.

Drupal marketing challenges

Sounds like the sun always shines in Drupal land, but there are severe challenges ahead for the Drupal community.

Let’s look at the issues from a strategic point first:

• Does the Drupal community want to grow? I guess so.
• How do they want to grow? I have no clue and did not find any public information or discussion yet. Do they want to appeal more to business professionals (e.g. system integrators) now that there is a Red Hat style support subscription for Drupal within eyespot?
• What are the means for growth? Drupal Association invests what they get from donations and sponsors. Apparently, they can raise quite some money e.g. for Drupalcon. Will they be able to raise money for marketing if necessary?

It is clear that Drupal needs to focus its marketing if they wanted to communicate to business professionals. This is presumably in the interest of Acquia. It is of course also in the interest of Drupal Association and all other members of the Drupal community, because clear messages will attract more pragmatists to Drupal’s Open Source market place - this is where the money is.

Some concrete suggestions from my perspective, which is somewhere between a visionary (I still feel young-at-heart) and pragmatist (I do have some experience):

The impression I have of Drupalcon up-to-now is: chaos.

The schedule was made available only two weeks before the event happens - much too late! A friend of mine who wants to meet with me at Drupalcon asked me a few days ago: “Sandro, I would attend only two days, which days would you recommend?” Well, I could not tell him, because there was no schedule available.

I was happy that I knew very early that my talk was accepted, but I felt uncomfortable that I did not know the exact day and time. Drupalcon is not my only concern, I have an open source marekting company to manage and some work to do myself. I rather book flights late, because some urgent work or customer meeting might require me to depart later or return earlier then planned.

Furthermore, I did not receive an email telling me that my talk was accepted. Maybe this is because the organizers told me in advance in private email. What about other speakers? Did they first hear that their talk was accepted from the various blog posts? If so, then I recommend that Drupalcon organizers don’t assume that potential speakers read their blog, because some people might simply not have the time to do so. Just send them an email and make all other necessary information available on the Drupalcon Web site.

Speaking about the Drupalcon Web site … too much information at too many places and not properly organized. The most important piece of information, the week at a glance schedule is even unavailable right now. Similar issues exist with the Drupal 6 landing page, which provides too much information and makes it hard to grasp the major benefits of Drupal 6 in ten seconds.

In fact, there is also important information missing or hard to find (at least, I did not manage to find it quickly enough). For example, how can I get an idea of the Drupal business environment, because I want to make sure that there is enough support I can get for money? There is a list of Drupal hosting companies, but that is only a fraction of all businesses. What about system integrators, media agencies, training providers, and so on?

Community-driven marketing is a mixed blessing

All of the above issues show that community-driven marketing can have its downsides. What looks like an highly dynamic community from the inside can easily look like a chaotic bunch of volunteers from the outside. To avoid this impression, Drupal marketing needs to better take care of the limited time available to professionals who “just” do business with Drupal.

This means two things:

First, at the top entry levels (e.g. Drupal 6 landing page), always provide only very necessary information. This information should help the audience to decide:

1. This is not of interest to me
2. I will take a look at this later
3. I want to jump right into it

Second, don’t mix up pull information (e.g. Weblogs) with push information (e.g. speaker confirmation), make sure you adhere to best practices, so that your audience is not being confused by unexpected behavior (i.e. there is no alternative to sending out speaker confirmation emails).

Wanted: Drupal marketing lead

Please, Drupal marketing volunteers, don’t get me wrong. I think you are doing a tremendous job, I think you stand out from the crowd and do your best with fantastic results. What you do need now is a marketing strategy as the basis for consolidation and a leader in Drupal marketing who thoroughly takes care of focusing the brand.

The saying goes that a good software developer can boil down 100 lines of code to at least a third, providing the same functionality with higher performance. This is what the Drupal marketing lead is supposed to do with Drupal’s marketing collaterals: Have her boil down information to a third or fifth to make the message clearer and Drupal marketing will perform better.

The tough part for the marketing lead will be to drive consensus among the Drupal community, such as picking the best slogan from a myriad of suggestions. Unfortunately, marketing is not like software programming. The wrong slogan will not throw an error if you run it, at least not immediately. The risk is that marketing-related discussions can last forever - with let’s say 20 000 community members having 40 000 opinions - if there is no accepted authority or biased skepticism against marketing amongst community leaders.

I am happy to share some exciting news with you about the Open Source marketing consultancy I currently build up:

• I found a “f*****g awesome” (as Zak put it) company name. Thanks to Zak Greant, Lars Trieloff and Markus Nix for valuable feedback.
• Luckily, I was able to register the related domain name.
• European Patent and Trademark Attorney Dr. Christian Reinders helped me register the trademark.
• Two great people will join the consultancy right from the start. They both are highly experienced when it comes to Open Source marketing and will add their specific expertise to the consultancy’s services portfolio. Their joining means that we will have offices in England and USA from day one.

The corporate Web site will go online mid February with a preliminary simple design. We will announce a logo contest at the day the Web site is up. The winner will receive an iPod touch and $50 for iTunes. Once we have a logo, the site’s design will be adjusted.

We also plan to provide a public forum where we will be happy to answer questions related to Open Source marketing.

As you might already guess: we intend to market the consultancy using the same Open Source marketing techniques which we recommend to and execute for our customers.

Open Source companies benefit from continuous lead generation in an open ecosystem. They can operate with lower direct sales efforts, because prospects most likely already tried out the OSS product and contact them to agree on a deal. OSS companies can furthermore increase the number of leads with a moderate marketing budget, because their ecosystem contributes to the buzz.

Due to their open communication environment, Open Source ecosystems provide multiple access points to the marketplace for any type of individual and organization, be it do-it-yourself developers or enterprises in search for guarantees in exchange for money.

Potential customers can download and try out the software, consult documentation for instructions, ask in forums, write about their experiences in a blog, buy a book about the software, contact support for help, sign a service level agreement, use an on-demand flavor of that software, etc.

All participants steadily increase the abundance of information in an Open Source business environment and thus make it more likely for sales leads to emerge. Abundant information ecosystems make it more likely to please and sustain curiosity of entrants to the market place. Curiosity killed the cat and fuels Open Source.

In essence, Open Source lead generation is about monetizing the chain of knowledge production related to an OSS product.

It is important for those with a commercial interest, to draw a line between paid and unpaid work which still allows both sides to benefit from each other. For example, if an Open Source vendor receives a technical question per email which they will most likely not get paid for when answering, they should nicely point the questioner to the public forum.

Free support should only be provided via forums or mailinglists. The goal is to build a public knowledge base which allows to raise the overall knowledge of the community and to allow newbies a quicker entry. This leads to professionalization of the whole business environment, more capital in the market and thus to a more profitable business for all members of the ecosystem.

Find more Open Source marketing articles in my Wiki.

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The meritocratic style of Open Source communities can irritate those who simply want to make a deal to raise their own productivity (so-called pragmatists). Highly community-driven projects without at least one strong corporate leader provide too many options frustrating especially those pragmatic buyers who are willing to spend good money for the best services.

A community without one ore more strong companies is in danger to alienate pragmatists who don’t want to invest time to become part of that community to later trade merit, but instead want to invest money to benefit immediately from the expertise hidden inside the community. For highly community-driven projects, crossing the chasm also means trading merit for money and building at least one strong corporation to provide the buying experience pragmatists expect (i.e. the whole product).

For example, Drupal is still a largely community-driven Open Source CMS project without a strong company taking the place of the cathedral in the bazaar. Where could a potential pragmatic customer turn to if in search for the one and only Drupal service provider with the best expertise, longest and most successful in-market track record and offices around the globe?

In fact, things are changing when it comes to Drupal: Acquia sets out to become for Drupal what MySQL is for MySQL. Chances are good they will succeed, given their team and $7 Million VC financing. This means that Drupal can finally line up with those Open Source competitors who are Open Source CMS vendors providing enterprise-grade services, such as Magnolia, Alfresco, eZ Systems.

Interestingly, Joomla! (formerly known as the CMS called Mambo) has gone the opposite way by cutting off the one malicious corporate head and letting a thousand small heads grow. It remains to be seen if this puts Joomla! into a good position given the long march towards consolidation in the CMS market. Same goes for Plone, now a true democratic community.

Pragmatic customers want to buy the best from the best. They appreciate simple choices and distinct correlations between a product and a company - even if they just want to turn towards that company to check out which other companies provide similar services (e.g. partner companies).

In other words: Pragmatists don’t want to search whom they need to talk to. They need a point of reference, even if it is just for comparison sake. Allow me a pointed remark: A “secret society” of community members or a multitude of small companies scares pragmatists away if that’s the only way how they can get an Open Source product up and running.

Find more Open Source marketing articles in my Wiki.

Due to solid demand, I will officially start my own business offering marketing consulting services to Open Source software creators and contributors in February. Clients will be able to choose from a broad range of marketing services, including strategic as well as operational tasks and social media as well as traditional marketing.

The mission is to help companies and organizations behind Open Source projects become more visible and profitable, hence to boost adoption of Open Source. The only criteria is that a client contributes to Open Source software development, which makes up for the following types of potential customers:

• Creators: Vendors of Open Source products
• Contributors: Companies offering proprietary software including Open Source components they contribute to
• Investors: VCs financing an Open Source venture

The consultancy will be able to help with:

• Defining an Open Source marketing strategy
• Open Source communications coaching of management
• Branding and positioning
• Community building/maintenance
• Building/maintaining a partner network crediting Open Source contributions
• Public relations (printed magazines, blogosphere, …)
• Collaterals (brochures, business cards, …)
• Events (e.g. (un-)conferences, partner meetings, …)
• Investor pitches
• Managing the contents of a client’s Web site
• Social media: creating product Screencasts, coaching bloggers, …
• …

One could completely outsource all marketing activities to the consultancy or take it in for specific projects or campaigns only.

I’ll be happy to share my experiences in this Weblog with you along the way and I will continue to provide general Open Source marketing know-how distilled from client projects to the public.

I’d also be happy to hear your advice.

I have a deep fascination for quantum physics ever after reading Heisenberg’s book Physics and Beyond (”Der Teil und das Ganze” in German) while graduating at high school.

For example, the concept of wave-particle dualism states that all matter exhibits both wave- and particle-like properties. Just imagine the next person you are talking to suddenly transforming into innumerable numbers of waves going right through you (The Matrix contains a similar scene).

Wave-particle dualism seems like a nice analogy to describe the core elements of Open Source communities. For example, interaction between OSS community members exhibits both monetary as well as reputational properties. Money is the particle of OSS communities, while reputation is the wave.

Money and reputation can be regarded as the same “thing” which appears to us in two different properties. Both are a mean to value a person’s expertise. You get what you’re worth, either in terms of money (i.e. getting paid for your work), or in terms of reputation (i.e. being acknowledged as a valuable community member).

The dividing line between money and reputation is blurry, because money is another way of valuing reputation and building a reputation can seamlessly lead to making money.

The money-reputation-”thing” is a quantum, an indivisible entity of Open Source communities, a matter of economic and personal exchange forming the basis for The Wealth of Networks.

Find more Open Source marketing articles in my Wiki.

The potential for successfully building or extending a corporate identity based on Open Source depends on a company’s relationship towards an Open Source product. The graph below relates the extend of product ownership to the level of awareness potentially available for marketing:

Basically, the more you own the product, i.e. the more it is directly correlated to your company, the more you can make out of it.

If you’re the creator of the product (e.g. MySQL, the company, is the creator of MySQL, the database), you can utilize maximum awareness in your market. Your whole ecosystem will support your marketing efforts. For example, those providing extensions to your product, will automatically market your product while promoting their extension.

If you’re an external contributor to a product (e.g. providing patches with bug fixes), you might only be known amongst the developers community and your company will have a hard time transforming your contributions into business value via marketing. Nevertheless, being a contributor is not worthless. It allows you to build tight relationships within an OSS community, helping you to spot early trends and to mobilize visionaries and early adopters for whatever your offerings are.

System integrators market their specific expertise and experience, their goal is to build up a good reputation amongst customers. Of course, large system integrators (such as IBM) can leverage quite some awareness with all sorts of marketing tools, while small to medium ones typically try to score with their expertise (see for example Optaros White Papers).

Independent Software Vendors (ISVs) typically market to a certain industry. For example, they provide extensions or add-ons for an OSS product connecting to proprietary CRM systems (e.g. SAP connectors).

Distributors, such as the major Linux distributors, can utilize a similar level of awareness like large system integrators do - of course, depending on the fact whether their offerings are industry-specific or of general nature. Product ownership of distributors is two-fold: They don’t really own the OSS products they assemble, but they do provide tools which they own (e.g. installers, updaters, etc.) and which are crucial for a distribution’s business relevance.

Find more Open Source marketing articles in my Wiki.

Still, many Open Source projects think they will rule the world without marketing, simply because their software is hyper-fantastic-mega-great. In the early days of Open Source, that might have worked out, at least within the growing group of aficionados.

Today, there is a growing amount of often competing Open Source products and most importantly, the companies or organizations behind the software want to sell to end users who are sometimes not geeks (to say the least).

Hence, it is time to spread the word about your great Open Source product in a way that your focus group(s) understand(s) - and that’s what marketing is about. Some people call it “evangelism”, because the term “marketing” seems to have a bitter taste in the Open Source domain.

Nevertheless, in the end, what you will do, is marketing, and most likely, you will use traditional as well as new fancy means to gain visibility. So, let’s call it what it is.

The main reason why I avoid the term “evangelism” is that Open Source companies are usually technology-driven because they have been founded by software developers. The key for success lies in becoming market-driven and there’s nothing holy about it, it’s rather down-to-earth customer-oriented work.

There is indeed something special about Open Source marketing and that’s the aspect of community relations. It’s got a lot to do with social media marketing and building personal networks, in essence an ecosystem of mutual coaching and support.

I started to compile an Open Source Marketing Checklist in my Wiki and will keep extending it over time. This checklist is supposed to help Open Source companies and organizations to start or sanity-check their marketing. All hints come without any warranty, of course, but they always worked for me.

I don’t like marketing phrases trying to pull my leg even before I know what the offer is about. Recently, I received an email from my German mobile phone provider, it starts (translated from German):

You have to grab this chance!

… and I stopped reading and immediately deleted the email. Do they think they can talk me into a buying decision with an initial aggressive sentence?

I get the same feeling of being treated like an idiot after reading lots of information hardly finding the price of the offer, nor being able to make a choice. Try out Microsoft SharePoint Web site - how long will it take you to find a price tag? How much longer will it take until you got an idea which of the SharePoint product variants might be the right one for you?

Some products might need more explanation than others, but in the end, all a customer wants to know is: What do I get for which price?

Assuming that higher intelligence leads to higher income/revenue, why are those with a good spending power much too often being treated like idiots by marketing? Customers mature just like markets mature, urging marketing to catch up, make potential customers feel intelligent and acknowledge that they can decide for themselves.