Marketing PostgreSQL brand where to start Valeria Kaplan dataegret.com
About me
PostgreSQL: ➢ 24/7 Support ➢ Consulting ➢ Training dataegret.com github.com/dataegret pgcenter.org facebook.com/dataegret @dataegret
1 What is marketing?
01 What is marketing? “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” The Chartered Institute of Marketing, 2015 “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” American Мarketing Association, 2013
01 What is marketing? “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” The Chartered Institute of Marketing, 2015 “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” American Мarketing Association, 2013
Marketing is a process that identifies needs and provides value to customers and society at large. needs value
02 Branding
02 Branding BRAND
02 Branding font: Strait BRAND names "PostgreSQL" and "Postgres" The world's most advanced open source database
02 Branding BRAND
02 Branding BRAND
02 Branding Brand and logo - what’s the difference? PostgreSQL VS. Brand Name, tagline, logo, mascots, colour, typography ...
02 Branding ● diversity ● openness ● transparency ● oldschool at core ● openness to change BRAND
02 Branding ● diversity ● openness ● transparency ● oldschool at core ● openness to change ● fun ● puzzle solving ● excitement BRAND
03 Community growth
03 Community growth Larger community more contributors higher postgres and reviewers popularity better code stronger community
03 Community growth How to Larger community sustain it? higher postgres more contributors popularity and reviewers better code needs value
04 Messaging
04 Messaging needs person/company/ customers and community that society at large does marketing value
04 Messaging Key questions marketers ask Who are you trying to reach - customer ? What are their needs (interests, concerns, hesitations)? What value can you provide to them? How do you reach those customers? How do you stand out among competition? How do you make customers stay ?
04 Messaging There isn’t a perfect way, but there is always a better way! Curiosity Empathy Reflection
05 Needs & Conversations
05 Conversations database functionality ex-database concerns concerns • • licensing – open source license Multi-Version concurrency Control (MVCC), • Postgres features and how to • use them Vacuum • overall picture, what different • No hints companies in the community • no automatic backups offer and how they can be used • No ON LOGIN triggers • “real” cost of open source • Backups product • Automatic sharding • documentation • and more...
05 Conversations database functionality ex-database concerns concerns • • licensing – open source license Multi-Version concurrency Control (MVCC), • Postgres features and how to • use them Vacuum • overall picture, what different • No hints companies in the community • no automatic backups offer and how they can be used • No ON LOGIN triggers • “real” cost of open source • Backups product • Automatic sharding • documentation • and more...
05 Conversations Is it reflective of the “real life”?
05 Conversations Social Media analytics Platform: Twitter Year worth of Tweets: 1 June 2018-31 May 2019 Keywords: PostgreSQL, postgres Language: English *data has been downloaded using Crimson Hexagon
05 Conversations Why Twitter? • Popular • @PostgreSQL @pgconfeu @postgresplanet and more... • (relatively) unbiased market research • Everything is in public domain • Messages have character limit “96% of People Who Talk About Your Brand Online Don’t Follow It” Breonna Bergstrom, CoSchedule blog* * https://coschedule.com/blog/social-media-statistics/
05 Conversations 325,846 Pieces of content Sample 10,000 Tweets
05 Conversations USA 2,337 Europe 2,059 Rest of the world 2,197 n=6,593* *not all conversations’ country is identifiable
Twitter Topics Features 50% Advertisement 15% Events 10% Comparison with other DB 8% Jobs 7% News 4% General chatter 3% Documentation 1% Other 2% n=150
05 Conversations database functionality ex-database concerns concerns • • licensing – open source license Multi-Version concurrency Control (MVCC), • Postgres features and how to • use them Vacuum • overall picture, what different • No hints companies in the community • no automatic backups offer and how they can be used • No ON LOGIN triggers • “real” cost of open source • Backups product • Automatic sharding • documentation • and more...
03 Conversations “Cost” Licensing 1. 56 mentions out of 10k “real” cost of an open-source 2. (majority are positive) product 3. Postgres features and how to use them 4. Community companies offering 5. Documentation “Licensing” only 8 mentions of licensing, all in favour of Postgres cheaper “...we used to use Oracle. The licensing fees were getting expensive for our clients though...” n=56 no risk of license change “...avoiding the risk associated with a company changing its license terms like #MongoDB did here is one of the under- appreciated benefits of community driven open source like #PostgreSQL over company controlled open source like #MongoDB”
03 Conversations “Cost” Licensing 1. 56 mentions out of 10k “real” cost of an open-source 2. (majority are positive) product 3. Postgres features and how to use them 4. Community companies offering 5. Documentation “Licensing” only 8 mentions of licensing, all in favour of Postgres There isn’t much conversation around licensing n=56 There is some conversation about cost (reducing license cost) Postgres attracts by its lower price, but it needs to deliver in terms of its scalability and features ➔ worth highlighting on the website, in social channels
03 Conversations “Difficult” 1. Licensing Only 6 mentions out of 10k 2. “real” cost of open source product (3 of them are actually Postgres features and how to use them 3. positive) 4. Community companies offering 5. Documentation “Annoying” Only 6 mentions out of 10k Term “feature” 309 mentions out of 10k “Slow” - questions about functionality Only 27 mentions out of 10k - suggestions about features needed (half of them are not talking - announcements about new features about postgres being slow) - blog posts about new features “Security” 144 mentions out of 10k slow replication - often used in ads “..system was unnecessary, borderline annoying - Postgres took way too long to have replication - MegaCLI arguments were bananas but this...this is truly unacceptable.”
03 Conversations “Difficult” 1. Licensing Only 6 mentions out of 10k 2. “real” cost of open source product (3 of them are actually Postgres features and how to use them 3. positive) 4. Community companies offering 5. Documentation “Annoying” Only 6 mentions out of 10k Term “feature” 309 mentions out of 10k “Slow” - questions about functionality Only 27 mentions out of 10k - suggestions about features needed (half of them are not talking - announcements about new features about postgres being slow) - blog posts about new features Nearly half of conversations on Twitter are about features (usage questions, announcements, case studies). “Security” 144 mentions out of 10k There is definitely interest in such content. - often used in ads ➔ highlight features on the website, ➔ provoke discussion on Twitter about needed features to increase engagement from outside the community.
03 Conversations 1. Licensing 2. “real” cost of open source product 3. Postgres features and how to use them Community companies offering 4. 5. Documentation 15% of Twitter conversations are ads. ● Should we rely only on companies? ● Is there an issue of trust? mistrust “..There used to be a lot of mistrust around open n=150 source. Glad we've moved past that.”
03 Conversations 1. Licensing 2. “real” cost of open source product 3. Postgres features and how to use them Community companies offering 4. 5. Documentation 15% of Twitter conversations are ads. ● Should we rely only on companies? ● Is there an issue of trust? Companies using Twitter for promotion. Need for a more structured community overview? n=150 ➔ unbiased visual on the website to explain what community companies offer
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