Presentation on theme: "Leveraging Communities Michele Perry, CMO. 2 Topics Sourcefire Community Experience Types of Communities Social Media and Community."— Presentation transcript:
Leveraging Communities Michele Perry, CMO
2 Topics Sourcefire Community Experience Types of Communities Social Media and Community
3 From Humble Beginnings
4 Much larger competitors… (Linear Scale)
5 …And Yet
6 The Power of Community Over 3 million downloads of Snort 210,000 registered users Snort has a footprint in virtually every major network in the world Snort has become de facto standard for intrusion detection and prevention
7 Strong Revenue Growth FYE: December 31 ($MM, GAAP) CAGR 83% * FY2008E is the mid point of the Company’s annual guidance range provided in the 3Q08 earnings release
8 Why Communities Matter Because people hate salespeople! People like buying – they don’t like being sold to! Get information from family, friends, & peers And now – communities!
9 Which Communities Matter Sourcefire Snort ClamAV
10 Motivations Peter Kollock’s Framework - “The Economies of Online Cooperation: Gifts and Public Goods in Cyberspace” 1998
11 Virtuous Cycle 1.Community doesn’t happen overnight 2.Most online communities grow slowly at first, due in part to the fact that the strength of motivation for contributing is usually proportional to the size of the community. 3.Virtuous cycle in which more participation begets more participation.
12 Which ones matter?
13 Communities Do we want to build followings in these communities or have these communities lead back to our communities? What if folks try to create their own communities? (ie Snort Group on LinkedIn) How do we help grow our communities? What makes a community vibrant and how do you measure the vibrancy?
14 Different Elements How do our customers use these sites? How do we use social media to spread the word? How do we tweak our messages for 140 word sound bytes? Who and How do we engage prospects/cust omers?
15 Goals Old-fashioned marketing with new-fangled social media and community aspects These are just a means to an end Be sure you understand what that “end” is! Circle of Influence Overall content strategy What content resources do you have/need and how will they be used? For example, Wikipedia updates via landing page info or website info Reuse!
16 Summary Communities are very powerful Accelerate growth Force Multiplier Create a Barrier to Entry Danger Be careful not to confuse motion with progress! Know your Circle of Influence No one person has the “community” job Communities serve different purposes at different times Communities mature You can’t fake community Be true to the community