Last week, I published a video interview with Ross Turk that I recorded at Open World Forum in Paris. Here’s another interview that I recorded at the event, this time with Stéfane Fermigier, Founder and Chairman at Nuxeo. In this interview he discusses how Nuxeo markets its open source product and he also provides insight into the French open source community. Merci for a great interview, Stéfane!
Web sites of community-driven Open Source project are gradually becoming more professional and “marketing savvy” in their presentation. Earlier, many of these sites would be presented in a rather technical style, with lots of code and API examples and basic design. This was of course done deliberately, with the idea of highlighting technical benefits and thereby capturing the attention of developers who would then become interested in, and contribute to, the project.
However, this has begun to change. Many Open Source projects are now dialing back the technical approach, focusing instead on a more professional overview of the project and clear categorization of content for users, developers and partners. In other words, these projects have now matured (or hope to mature) to the point where they also wish to gain traction with other members of the Open Source community, such as end-users or companies who might want to partner with or sponsor the project.
Tech Talk vs. Marketing Lingo
To illustrate what I mean, let’s compare the sites of two popular CMS projects, TYPO3 and Midgard. Both are currently in the process of relaunching their websites, which makes it easy to analyze how their marketing and communications has developed over time.
Midgard’s Web site is all about the code. For example, the home page focuses on developer benefits of Midgard, such as its rapid development tools for Web services and its data sharing capabilities. The home page also specifies the technologies used by Midgard, and provides links to developer tools such as the source code repository, issue tracker, mailing lists and other developer tools. Even the items in the news feed mostly focus on recent software releases.
In short, this is a site by developers and for developers, and while it does provide some information for other members of the community, it’s the developer focus that stands out most strongly.
TYPO3’s Web site is less developer-oriented and broader and more inclusive in its scope (disclaimer: my company Initmarketing has previously worked with TYPO3, although not on its Website). Web site content is clearly categorized for users, developers, decision-makers and community members; this offers a way for TYPO3 to position itself appropriately for each class of visitor. The navigation shows the different entry points into the project – for example, as an extension developer, writer, translator, sponsor – and there’s also an extension repository, which also serves a barometer of project activity.
In short, although this is an Open Source project that hopes to attract community developers, it moves the code and technical details one level down so that it is also attractive to other community members, such as end-users, and corporate sponsors. Note that it’s not only the messaging though, it’s also the visual design where they differ and which makes the new TYPO3 website appear more professional. Needless to say that this all has a huge impact on how the two brands will be perceived by prospective users.
Another example of this marketing-oriented trend can be seen on the new GNOME 3.0 Web site. It’s attractively presented, and its home page focuses almost exclusively on end-user benefits … even though it’s obviously a community-driven software project that also needs to attract developers. As with TYPO3, the idea here seems to be to make the project more accessible, by highlighting non-technical benefits and thereby increasing end-user adoption. And that’s very much “marketing” thinking!
If you have an Open Source project, there are some lessons in this for you.
For your project to succeed, you must attract the attention of the community. While you certainly need developers to adopt your project, it’s also important that you cater to end-users, because
- the more you highlight user and business benefits,
- the more potential users will get the impression that your community understands their needs and
- the more successful the project is in the user space,
- the more motivated developers are to contribute.
Marketing is useful here, because that’s what it’s good at: presenting and positioning your project in the best possible light to different user segments.
This doesn’t mean that your project site shouldn’t display any code; rather, it means that the code needn’t be up-front, but can be located a level or two down in the navigation tree, perhaps in a specific section for developers.
At the same time, there are also companies who might want to sponsor your project, or individuals who might want to contribute to it with money or time donations. Don’t ignore these user segments; instead, make sure that your project site has useful information for all of them – for example, ways to contribute, benefits of becoming a sponsor, areas where non-programming help is needed – and make sure they feel valued and necessary to the overall success of the project.
The more inclusive and all-rounded your project Web site, the more likely you are to achieve broad marketplace adoption … and that’s where the rewards really lie!
You might have noticed by looking at the screenshots that none of the websites have a tagline or slogan in the header – except for the current Midgard site, which indicates the product category: “Open Source Content Management Framework”. This means that all of the above projects neglect a strong opportunity for a unique positioning and branding.
I wonder what are the reasons? Is it too hard for community-driven projects to decide on the positioning or a tagline because the software is being used in very different ways? Or because the community’s decision-making processes are ineffective? Or does the community believe that its project is widely known and thus won’t need a tagline?
Perhaps this is a field where OSS projects still need to mature marketing-wise.
Please shell out a few minutes to help the IKS Project identify business needs for semantic CMS by participating in a survey. The results will help the EU-funded project to work towards an Open Source interactive knowledge stack.
There are two different sets of questions, depending on your background:
Thanks for participating in the survey and please spread the word!
I’ve just published an article that explains how a PHP-based product can gain a good position in the market and be made appealing to customers by using marketing communication. The focus is on products licensed under an Open Source license. Yet, most of the recommendations also apply to proprietary offerings.
The article has initially been published in German by PHPmagazin. It has now been translated to English and is available on the Initmarketing website: Commercialization of PHP Software.
Rome is a great city and it will host a bunch of great people (including me 🙂 ) at November 12-13. This is when the second IKS Project workshop will take place. The goal of this workshop is to start working on an Open Source software stack that allows other Open Source projects and software vendors to leverage semantic search technologies.
IKS is an EU-funded project with an overall budget of 8.5 million Euros. The first workshop back in May saw two dozen of bright Open Source CMS minds discussing a semantic stack in general. This time, it will also make sense for non-CMS-related Open Source projects and vendors to join.
There will be interesting presentations from some key figures at the second workshop in Rome, such as Peter Mika of Yahoo! Research talking about “The Role of Semantics in Search”.
If you’re up to joining the Open Source Web 3.0 train, then hurry up, because the October 22nd deadline for registering for the 2nd IKS workshop on semantic search is approaching quickly. See you there!
Jeff is probably one of the brightest software marketing experts out there and in this interview, he shares some valuable insights. Most notably, he explains how Acquia offers extended functionality in the cloud for Drupal and builds a business around this combination of Open Source and SaaS that also leverages network effects. In a way, this could make Acquia the Google of the Drupal community.
As with all InitMarketing.tv videos, you can
The EU-funded IKS Project invites FOSS companies and projects to take part in building a software stack for knowledge management that is Open Source.
IKS is funded with 6.5 million Euros by the European Union and 2 million Euros are being invested by the consortium partners which makes up for an overall budget of 8.5 millions. The project will run for 4 years.
Financial support is available for 50 yet to be selected companies/organizations who agree to evaluate the IKS software stack as early adopters as well as 100 individuals who are members of a related FOSS project and who would like to actively engage in IKS project development. The budget for contributors to IKS is meant to alleviate the entry hurdles, e.g. for travel and accommodation for attending the IKS workshop end of May.
The premier focus of IKS is on FOSS content management systems and how they can make use of the to-be-developed IKS technology to let content objects behave the way they are supposed to across varying applications. Additionally, IKS also aims at cooperating with FOSS projects helping to implement semantics-aware software.
Wernher Behrendt, one of the initiators of IKS, exemplifies the project’s vision as follows:
Think of a task that has been defined in a project management software. Ideally, the project management software allows you to edit the task as you would expect it, for example, you can extend the ending date in case the work will take longer. Now, what happens if you want to transfer your work plan to the Web content management system that powers your Web site to display it to the public?
You will most likely create a screenshot of the work plan in the project management software, upload the screenshot in your WCMS and include it on a Web page. In between, you have lost all information about what a task is and how another application should treat it in case you want to edit it within the imported work plan.
This is where IKS comes to the rescue, because its software stack will not only provide a layer that takes care of metadata information (e.g. Ontologies, RDF, …), but will also be able to deal with information on how to process a content object across different applications.
If you’d like to join, IKS provides further information on its Web site and how to get in contact with them. Contribute to IKS as a…
InitMarketing has made its calendar of world-wide conferences and trade fairs related to Free and Open Source Software, IT and specific industries available to the public.
It currently includes 122 events in 17 countries taking place in 2009. 43 of them in Germany, 69 in USA. We use this calendar when planing events for our customers, thus we’ll regularly update it. Please let us know of any events which are not on our radar yet by commenting to my blog or commenting at the bottom of the events page.
InitMarketing helped Magnolia launch the new Magnolia On Air at Gilbane Boston Conference 2008. Magnolia On Air is a content management solution for the broadcast media built on top of Magnolia Enterprise Edition.
Boris Kraft, CTO Magnolia, talking to a conference participant in front of the Magnolia booth.
I am also here in Boston, enjoying the conference and meeting lots of people from the OSS CMS space.