Grassroots advocacy, ecosystems and open source

In much the same way that a community-centric, grassroots approach has spawned the growth of the disruptive force that is open source software. It is going to take those same influences to power further augmentation within the global software industry. At the point where pure technology takes a back seat to the primary concerns of solving business problems, it is necessary to ensure that outreach efforts, whether they are in the form of marketing, PR or branding are effectively synchronized towards that end.

Open source software has proven that it can harness bottom-up dynamism into open ecosystems which are capable of diffusing the reach of a product and its community. As a result, it is my perspective that efforts revolving around branding, marketing and PR must integrate these ecosystems into their respective strategies in order to maximize their potential. The optimal manner of doing so is by thoroughly encouraging advocacy in its many embodiments.

By beginning to conceptualize and empower the varied open source ecosystems as extended advocacy networks, open source operations can further unleash their respective productive capabilities. Even if both words, community and ecosystem, are still loosely understood in and around the open source world. They happen to be more than a random gathering of users, downloaders and committers. A community-driven ecosystem is one which draws its strength from the structurally ingrained open processes at the heart of open source.

Since lowered barriers to entry and participation tend to result in more opportunities for contribution from an enlarged base, there is more connection between how well those in that base are able to influence others around them and the degree of overall traction gained. We've already seen the positive effect this has on the quality of software and I can visualize how this can do the same for the aforementioned branding, marketing and PR. Imagine if the main focus of such moved from solely informing outsiders to include empowering insiders to become sources for outreach and advocacy.

Thus far, the topic of actively utilizing open source ecosystems as a source of advocacy has lain dormant, lacking a perceived need and/or motivation to explore its capacity. However, at this current moment, as open source tiptoes to the edge of direct competition with bigger, more established proprietary vendors, now is the time to begin understanding what ecosystems can mean to connecting further with the surrounding world, i.e. fanning the flames. In order to reap the benefits of extended networks of this breed, its participants must be willing and able to communicate the appropriate information throughout their personal spheres of influence. And while this is already happening naturally and has been at the root of the progress already witnessed, there is remarkable room for improvement.

The purpose of outlining advocacy efforts isn't to put them in a box, but to provide helpful guidelines of sort. Especially since advocacy and outreach both play crucial roles within the context of the open source distribution and business models. In evolving into the bona fide force-to-be-reckoned-with that it is, open source owes its ability to grow from the grassroots up. The result has been a large segment of software which actually meets the needs of those who employ it and by relation the organizations that might employ such individuals. At this point in time, forward looking upper management and executives have become increasingly aware of this fact and now look at open source alongside traditional closed source products. Still, this growing segment that is now aware of open source can't obfuscate the lack of well-rounded understanding of its benefits and risks. As I see it, the pressure to continuously explore ways to embrace (and better grasp) open source is still best applied from bottom-up advocacy.

Here's my personal set of step-by-step suggestions for the advocacy process:

1. Articulate the value proposition. I blogged about this previously, view the post, here.
2. Identify and target an audience. Full fledged technology adoption and usage involves more than one individual. Therefore, identifying and targeting the appropriate entities are part of tailoring advocacy efforts. This entails determining how much is known and isn't known about the open source model, in general. Too many far-ranging assumptions about that level of comprehension can severely cripple outreach.
3. Stick to the problem space. Technology can't exist within a vacuum. Consequently, it is imperative to define its individual problem space. Mentioning an open source fill in the blank product doesn't mean much when there are three other better known proprietary offerings, but speaking to how product X meets needs fit with a lower TCO enabled through the open source model is worth noting.
4. Identify communication channels. Any message worth bearing needs a channel through which it can be funneled to those who should hear. This might be the toughest task, as the type of channels, tools, and outlets best suited for the Participation Age have yet to emerge. Once we see a more powerful semantic web begin to take shape it might be as simple as marking stuff up and posting it online. But in the meantime, more traditional methods often do the trick...pilot demo's, WebEx or even plain-jane conference calls.
5. Easy on the buzzwords and tech terminology. Normal, human-centric language constructs are geared to experience the best results. Cryptic geekspeak or corporate talk will serve to do nothing except genericize the message.
6. Think campaigns. The word itself may sound like a word choice error here, but its purpose is simply to communicate a certain message to a given audience. This parallel is particularly relevant as advocacy isn't done for its own sake but as outreach to others who benefit from the content of that broadcast. It can also be helpful to address perception concerns that still surround open source as a subject area.
7. Take stock and reassess. What were the results? How can things be done better? Advocacy is a process which shouldn't end, only adapt in form to the situation at hand.

While there is sentiment abound that open source has arrived and no longer needs to advocated for, I am of the opinion that the journey to mainstream acceptance is only in its infancy. Meaning the open source software industry is set to experience succeeding waves of growth which will serve as the basis for stronger companies and products. But most importantly open source ecosystems as a whole will continue to expatiate and as they do so will be useful extensions of the according reach of open source. The progression of the groundwork for strong advocacy processes will help do just that.

 

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