Branding and the Open Source Marketplace

I’m quite busy with transitioning from my life as a consultant to working for Magnolia. Hence, I was not yet able to let you know that opensource.com published yet another article from yours truly.

In the extremely overcrowded open source marketplace, marketing managers find it difficult to think of innovative ways to raise their brand’s visibility. With so many brands jostling for attention, the low signal-to-noise ratio might tempt marketers into adopting an “everything but the kitchen sink” approach, attempting every idea from the marketing playbook in the hope that one will stick. However, this would be a mistake: careful niche marketing offers greater opportunities for brand advancements and market share. Let’s see how.

Read more over at opensource.com: Branding and the Open Source Marketplace

My Article on opensource.com: Why Marketing Is For Geeks

Red Hat’s opensource.com has published my article “Marketing open source is made for geeks”, which has a case study and some ideas for how you can take your open source product “across the chasm“. Every open source business ecosystem offers multiple revenue opportunities to exploit. However, to do this successfully, you must have a good understanding of business dynamics within the ecosystems. Armed with this knowledge, you can use open source marketing techniques to raise your credibility and generate sales for your product. Read more

Emotional Branding in Open Source

The power of a brand lies in its ability to communicate core product attributes to consumers and evoke an emotional reaction from them. Every marketer knows that emotions can drive purchase decisions and so, a brand that is able to evoke them effectively has a strong market advantage over its competitors. Apple is one of the best in the game at this: the emotions evoked by the brand are so powerful that the company is able to sell its products at a significant premium over its competitors, even though competing products may boast more bells and whistles.

Emotional Branding and Open Source

This type of emotional branding has been in use for many years in customer-facing industries such as automobiles (Ferrari and its sports cars, Volkswagen and its Beetle), but it’s just beginning to gain traction in Open Source product marketing. This is because, for many years, Open Source firms have focused mostly on communicating the technical features and business benefits of their products to end-users, rather than attempting to build strong emotional connections with them.

Today, however, Open Source marketers have realized that end-users aren’t just interested in technical specifications; they’re also taking buying decisions based on more emotional reasons such as ease of use, elegance, social acceptability and community engagement. And so, Open Source marketing is evolving as well, with more and more Open Source firms writing emotional taglines and carving out emotional positioning territory for themselves. Look at the CMS marketplace, for example, and you’ll see WordPress promising “beautiful sites”, Magnolia offering “simplicity”, and Drupal highlighting its “community”.

Reasons for Emotional Branding

There are a number of reasons why a mature Open Source firm should consider an emotional branding strategy:

Differentiation: As the marketplace becomes more competitive, with many products offering the same basic functionality, a firm must seek new ways to differentiate itself from competitors. A purely technical messaging strategy will not work, as other products in the marketplace will offer the same or similar features. An emotional brand provides a way for the firm to build a brand identity that is different from its competitors, and carve out emotional territory for itself. If it is successful, it will gain an advantage over competitors that have not yet begun emotional branding.

Identity: Emotional branding helps to imbue a software product with a life and personality of its own, distinct from its feature set. As an analogy, contrast describing a human being purely on physical attributes (two eyes, two ears, one mouth…) versus personality (handsome, joyful, elegant, …), and you’ll realize that the latter offers more meaningful insight than the former. In the same way, creating an emotional brand for a product helps give it a distinct identity and personality that is reflective of the parent company and also allows users to enter into an emotional relationship with it.

Community: An emotional brand helps with community development by creating excitement and enthusiasm. For example, by using a friendly green robot as its primary brand identity, Google has created a personality (user friendly, fun, innovative…) for Android that allows it to attract and excite even non-technical users and thereby motivate them to build a relationship with the product. This community is critical for bottom-up adoption and word-of-mouth marketing; it also motivates partners and staff.

Emotional Brand Architecture

In general, emotional messaging and branding works as a layer on top of current category- and feature-based messaging. The basic idea is simple: focus on the user rather than the technology in order to communicate the emotional aspect of the brand. This emotional brand identity is communicated through the visual identity and copy style of the brand, and by using product images alongside product features to “humanize” the brand (and avoid plain vanilla stock photos).

It’s also important to realize that emotional branding is not just about positioning the brand externally, but also has a relationship with the internal culture of the company. The emotional brand needs to resonate well with the corporate culture, because it’s important that everyone in the company should feel comfortable when communicating the brand externally. As any brand manager knows, consistent messaging and images requires thorough review (so-called “brand policing”), but the more the emotional brand is in sync with the company, the lower the cost of ensuring consistent communications. Syncing the brand identity with the corporate culture is even more important for organizations in Open Source due to a higher degree of transparent communication.

Conclusion

As the Open Source marketplace evolves and categories become more and more crowded, emotional branding provides a way for a firm to regain its competitive advantage. By building an emotional relationship with new and existing customers, it can speed product adoption, shorten the sales cycle and build a loyal following for its product. Emotional branding also provides a springboard for the firm to take its marketing activities to new levels, by connecting with consumers and making its Open Source product brand stand out.

Tips and Tricks for Writing Good Website Copy

For most Open Source vendors, their Website is their primary marketing channel and forum to communicate with users, partners and community developers. And so, it’s quite important that the Website meet the vendor’s positioning, messaging and communication needs whilst also being usable, informative and comprehensive.

At Age of Peers, we’re often asked to help Open Source vendors with their marketing and communications strategy, and one of the tasks in that list usually involves reviewing, editing and fixing their Website copy. If you or your marketing team are planning to undertake a similar task, this blog post has some quick tips and techniques that I’ve found useful in the past.

Understand the Website Structure

I’ve found that each Website is a different animal, insofar as its structure goes. It’s important to fully understand the key sections of the Website before starting to write even a single line of copy. This can help inform the copy and ensure that content is properly targeted. For example, if the Website structure displays separate sections for users, partners and community developers, it provides an impetus to begin thinking about the tone and style for each of these sections (more business-like for partners, more informal for community developers and users).

Understanding the Website structure right from the start also helps identify duplication – for example, two sections of the site talking about the same product. This can often produce mixed messages unless the purpose of each section is clearly identified – for example, product features for users versus product features for developers. In this case too, having a good understanding of the Website structure is essential to ensuring the copy is correctly positioned and not redundant.

Create a Style Guide

A style guide is a critical element of any Website copywriting exercise. A style guide sets certain standards or rules for the copy, and ensures that all authors produce copy that is consistent and uniform. There’s nothing more disconcerting than for site visitors to see a different style (of spelling, grammar, capitalization, voice, tone…) on each page of what is supposed to be the same Website! Having a style guide ensures that all content authors start with a common foundation and understanding, and it also serves as a useful guiding document for the vendor’s staff when handling future content updates to the site.

Stay on Message

(Re)launching a Website is a major project, and more often than not, it is undertaken specifically to better communicate a vendor’s position and message to the marketplace. Therefore, it’s of primary important that every element of every page on the Website support and reinforce that message. To ensure this, I find it valuable to spend a fair amount of time defining or reading the vendor’s marketing and communication strategy, to identify the unique selling points of its products and how it plans to position itself for market advantage. This gives me good ideas about the style, tone and voice of the copy – for example, whether it should be informal (community open source project) or corporate (enterprise OSS vendor).

This isn’t enough, however. I also find it useful to review the Websites of the vendor’s closest competitors and review their copy, for a number of reasons:

  • To understand their target audience and see how and if it differs from my client’s audience;
  • To identify common, industry-specific technical terms that can be used to gain buy-in from technical users; and
  • To review other vendors’ marketing “proof points”, such as case studies, customer testimonials and white papers.

All of this information is extremely useful when writing or reviewing Website copy, as it helps ensure that the final Website is both on par with competitors in the same industry niche and also serves to communicate the vendor’s marketing message and position concisely and clearly.

Use Keywords, Headings and Hyperlinks

These tips might seem self-evident, but it’s surprising how often even experienced content authors forget them:

  • Keywords: We’re in the age of SEO, so remember to ensure that each page of the Website contains the appropriate keywords to ensure that the site is accurately indexed by search engines. This can be accomplished through the use of <meta> tags, SEO-compliant descriptive URLs and descriptive page titles and headers.
  • Headings: Use headings to break up large chunks of text. This ensures that copy is readable and that users find what they need more efficiently. If the website layout permits it, highlight important information in factboxes or separate framed areas.
  • Hyperlinks: Hyperlinking information between pages is a good way to highlight and cross-reference useful information for visitors; it also helps makes pages “come alive” by ensuring that users don’t hit a dead end but always have a further link to click through and read more information. Done properly, hyperlinks within the copy can serve almost like an alternative navigation system, allowing users to drill down specifically to the information they want.
  • Call to Action: For the corporate Website which typically serves a commercial interest, it is important to include calls to action such as a “Buy now” button on as many pages as possible, simply to generate leads. Ideally, there should be just one call to action on a page to not confuse the audience.

Maintain Control

Even a medium-sized corporate Website could easily have in excess of 100 pages, each with its own quirks and specific needs, and so it’s important to set up and maintain control over the copywriting project right from the start. My current favorite tool for this at the moment is Google Docs, which lets you set up an online spreadsheet that you can share with all the editors and authors working on the copy.

Here’s how this typically works:

  • I set a spreadsheet up with fields for Page, URL, Status, Responsible Person and Comments.
  • I then create a complete sitemap of the Website, entering a separate URL and editor or author name on each row of the spreadsheet.
  • As editors and authors work on individual pages, they update the page status and enter comments (for example, missing images, errors in page layout and so on).
  • Different team members review the comments, make changes and update the status further, marking pages as “Done” once no open issues remain.
  • Color coding different rows of the spreadsheet helps identify the status of each page: red for critical problems, yellow for minor problems or to indicate a pending review, and green for completed pages.

This method ensures that all concerned individuals (including client staff) have access to the spreadsheet and can see exactly what’s going on, identify critical areas and achieve the project’s end result in a collaborative manner.

Hopefully these tips have given you some ideas about what you need to do the next time you or your marketing team decide to update your Website copy. Or, if you have other tips, I’d love to hear them (write me a comment!).

Glyn Moody on PR by Organizations in Open Source

I had the chance to do a video interview with Glyn Moody, a renown technology journalist and consultant, at the South Tyrol Free Software Conference (SFScon), past Friday.

Glyn provides great answers to the following questions:

  • Is “Open Source” still a newsworthy topic?
  • What are the trends in Open Source watched by journalists?
  • How to do PR in a sane way?
  • How important are social media in the marketing mix?

He also points out that a topic he’s closely watching these days is how governments try to fight back the internet – something he discussed in his keynote at SFScon and in a related article afterwards, which also includes his slides.

Marketers and Content Strategists: Two Sides of the Same Coin

“Markets are conversations”, says The Cluetrain Manifesto and if you take the analogy a little further, you’ll realize that conversations are only meaningful when all the participants have something useful to contribute. In an Open Source ecosystem, where the number of participants are much larger (and sometimes much louder), it’s even more important for vendors to ensure that their contributions to the ongoing conversation are meaningful and valuable.

Content for Conversations

For Open Source vendors and Open Source marketing practitioners, this implies a need for a greater focus on content: how it is analyzed, produced, approved, delivered, licensed, managed, and migrated. Open Source marketing, as a practice, needs to have a holistic understanding of not just the brand and messaging strategy, but also operational, “where the rubber meets the road” aspects like the content model, the metadata strategy, the SEO strategy, the editorial and approval workflows, the Website taxonomy, and so on. In short, marketers need to also be content strategists.

Marketer = Content Strategist?

My good friend Lars Trieloff made me aware through Twitter of a blog post, by Cleve Gibbon that identifies what content strategists do. Among his list of tasks are brand strategy, messaging strategy, tone of voice, style guide development, SEO strategy. Now think about what marketers do, and you’ll realize there’s a very close overlap here: many of these tasks are routinely performed by marketers as part of the marketing function. From this perspective and to at least some extent, the roles of content strategist and marketer are intertwined.

Marketer = Digital Librarian?

Another point to consider is that when doing Open Source marketing, the role of the marketer is to serve more as a “facilitator” of information rather than a “gatekeeper”. To do this effectively, the marketer must have a holistic understanding of the available information (content) and must be able to categorize it effectively (perhaps like a digital librarian) to ensure that the audience (which might comprise users, partners, developers or other vendors) is able to find what they need easily. Again, this involves no small amount of thinking about the content model, content types and content architecture – tasks that are commonly performed by content strategists.

Corporate Websites as Information Hubs

Look also at the tools used by content strategists and by marketers, and you’ll see a distinct overlap. Content strategists focus on content, and the primary content platform for Open Source products is usually their Website. In a similar vein, while marketers do have other tools at hand (advertising, public relations, roadshows), they focus a large part of their attention on the Website, as it’s the primary communication and messaging platform, and the locus of user activity for the Open Source ecosystem. Marketers ensure that the content appearing on the Website conforms to the company’s stated brand identity and messaging; but they also need to verify that it is useful, informative, comprehensible and engaging…all content strategy tasks.

Practical Lessons

So what does this mean for you, the Open Source vendor or marketing practitioner?

  1. First, you must realize that the marketing role also encompasses the content strategist role; the two are closely linked, and one cannot be performed without the other. This also means that if your marketing team doesn’t already include the necessary skills to perform content strategy well, it’s time to go out and acquire those skills, to supplement the strength of your overall marketing and communication effort.
  2. A content strategist must also work closely with what Cleve Gibbons terms a content executioner. Typically, this is a developer or technical expert who knows the ins and outs of the CMS system being used, and can assist with the actual implementation of workflows, content modeling, migration and other technical tasks. Having this person working closely with your Open Source marketing team reduces the risk of the content strategy being incorrectly implemented; at the same time, it ensures that the content architecture and infrastructure supports marketing and communication needs.

Modelio Goes Open Source with Marketing and Community Development Support from Age of Peers

I’m very happy to announce a new client of my agency Age of Peers:

Paris-based Modeliosoft has open-sourced Modelio, a professional modeling environment for developers, systems engineers and business architects. We supported Modeliosoft with marketing and community strategy services as well as implementing marketing and media relations activities for the launch of the open source product.

Modelio offers an array of features that is quite unique when compared with other open source as well as proprietary modeling tools. The Modeliosoft team is great and I always enjoyed our meetings in Paris – and Paris 🙂