SlideShare ist ein Scribd-Unternehmen logo
1 von 32
Downloaden Sie, um offline zu lesen
Community Marketing at Docker 
#dockertour 
By Julien Barbier, Sr Dir of Growth, Marketing & Community at Docker – 1h presentation at Epitech
About me 
• Julien Barbier {Epitech 2006.} 
• 2004-2008: Software engineer & Product Manager 
(Paris, France) 
• 2008-2012: Entrepreneur (Paris, France & Miami, 
FL) 
• Oct 2012-now: co-Founder of #while42 
(International French Tech Engineers Network, 
1500+ members in 30+ chapters around the World) 
• Oct 2012-now: Sr Director of Growth, Marketing & 
Community at Docker (ex-dotCloud, San Francisco, 
CA) 
• Contact me: julien@docker.com | 
@julienbarbier42
About Docker 
• Build, Ship and Run Any App, Anywhere 
• dotCloud, Founded my Solomon Hykes 
{Epitech 2006.}, in France (2008), and 
“relaunched” in SF (2010) 
• dotCloud released Docker open source, 
Mar 2013 
• Huge traction since then, in both user and 
enterprise adoptions led to a pivot 
• Huge online and offline community 
• www.docker.com | @docker | @docker_fr
Docker Tour de France @ Epitech 
• 9:00 – Docker 101 /w Jerome Petazzoni | @jpetazzo 
• 11:00 – Community at Docker /w Julien Barbier | 
@julienbarbier42 
• 13:30 – open Docker 3-day non-stop Hackathon /w Epitech & 
Docker Partners 
• Official hashtag 
#dockertour 
#dockertour
Community is the new marketing 
#dockertour 
• Community represents 80+% of our “Marketing” 
• Lower budget, Higher conversion rate vs traditional marketing 
Your product/brand is 
NOT what you say it is. 
It is what THEY say it is.
Community, TL;DR; 
• Community is like a network 
#dockertour 
• A community/network is as strong as the number of links between its 
members 
• IRL links are more precious than Online links 
• You do NOT own or control the community 
• It is NOT your community: you are part of it, you can influence it, but you 
do not own it 
• It is not what your community can do for you, but what you can do for your 
community 
• Your product/brand is not what you say it is. It is what THEY say it 
is. 
• Lower budget, Higher conversion rate vs traditional marketing 
• Communities everywhere! 
• At the end of the day everything is always about people
People, TL;DR; #dockertour
Track and monitor EVERYTHING 
• Track and measure EVERYTHING 
• If it is useless now, it WILL be useful later 
• Integrate tracking and metrics EVERYWHERE 
• Should be part of your product release cycles 
• Should be part of every offline & online 
marketing campaign 
• Measure the impact of every change, 
update, new feature, campaign, tweet, 
meetup, event, press release… 
• Be both HUMAN and DATA DRIVEN 
#dockertour
The San Francisco Docker VIP club 
• Jan 18, 2013: Initial commit 
• Closed source 
• Private presentations to startups by Solomon & Andrea 
• Word of mouth 
• “VIP” club on GitHub, by invitation only 
• Belonging, Self-Esteem 
• Mar 20, 2013: the project leeks on Hacker News 
• Hits front page & #1 
• 15K visits in a day 
• Huge interest from the 
HN community 
#dockertour
Hacking Hacker News 1/3 
• HN = Tech early adopters 
• Use / Create tools for monitoring 
• Reminder: Track EVERYTHING 
• If the tool does not exist, create it! 
• Track your company and product & 
join the conversation as soon as possible 
• And track competitors too! 
• www.hnwatcher.com 
• Upvote and get to the front page 
• More traffic and brand awareness 
• Join the conversation as soon as possible 
• Your product/brand is not what you say it is. 
It is what THEY say it is 
• Create and/or Post Content that 
this community like 
• It is about what you can do for your community 
#dockertour
Hacking Hacker News 2/3 
• Timing is important 
• Experiment 
• And track + document 
• Target different groups 
of people by posting at different times 
Source: http://blog.itlater.com/whats-the-best-time-to-post-to-hackernews/ 
#dockertour
Hacking Hacker News 3/3 
• Do not post obvious marketing content 
• Remember: you are here to help this community 
• Post in other social networks BEFORE 
• You will get more upvotes due to community posts 
• Belonging, Recognition 
• If it’s good content and if it does not work, Recycle! 
• Try same blog post but with a different URL 
• Try with different format 
• Blog post, Gist, Slideshare presentation, Youtube video, e-book, … 
• Help the Docker community 
• It is about what you can do for your community 
• Upvote and post their content too! 
• Recognition, Respect, Love 
• Add more links to your community 
• More brand awareness 
#dockertour
The social network strategy 
• Tips from HN strategy are true here too (cf previous 3 slides) 
• Be everywhere! 
• Reddit, Twitter, Facebook, Google+, Slideshare, Youtube, GitHub, 
Stack Overflow… 
• But do know where to put more efforts when you do not have enough time 
(track & measure!) 
• Use the specificity of each social network 
• Different users, different features, different post previews, etc… 
• Join the conversation as soon as possible 
• Your product is not what you say it is. It is what THEY say it is -> you 
want to be part of this conversation! 
• Identify leaders / influencers on each social media 
#dockertour
Twitter tips of the day 
• Include authors & companies handles in your 
tweets 
• Recognition, Respect, Love 
• Add more links to your community 
• -> More RTs -> More reach -> even more links for 
your community + recognition for authors 
• NOTE: this is true for your team too! 
• Your team is a community 
• Everything is a community! 
• NOTE2: this is true for journalists too! 
• Everything is a community! 
• NOTE3: this is true for partners too! 
• Everything is a community! 
• It is ok to post several times 
#dockertour
Twitter love + belonging example #dockertour
Which twitter account should I use? 
• Founder: 5K followers 
• Company / product / brand: 500 followers 
• Who should post product releases, news & co? 
• Brand! 
• Build your company brand first! 
• Build your company’s community (vs founder’s community) 
• Be careful of Ego / Personal branding 
• The founder may leave, but the brand will stay 
• You don’t want the community to leave with the founder 
#dockertour 
• Have the founder(s) RT the company tweet 
• Your logo is (theoretically) more eye-catchy & recognizable than your 
founder’s picture in a twitter stream
Social Networks: more tips 1/2 
#dockertour 
• Post / RT your community’s content (blog post, articles, 
videos, …) 
• It is your way to say thank you 
• It is about what you can do for your community 
• Belonging, Recognition, Respect, Love 
• Add more links to your community 
• Encourages them to write more 
• Do the same for every social media 
• Use specificity 
• Don’t be lazy! 
• Do NOT use automatic / auto-posts tools 
• Do NOT use AddThis (or equivalent buttons) on your blog and websites 
-> terrible branding!
Social Networks: more tips 2/2 
• Include Photos / pictures in your articles 
• Or even better: Use Open Graph or equivalent 
(ogp.me) 
• -> More reach! (min 30% more clicks when you 
have a picture) 
#dockertour 
BAD GOOD
Social Network: tracking tools 
• Use the right tools 
• It does not have to be fancy or expensive 
• What we use at Docker for Social Networks 
(& web) 
• Mention.net 
• HNWatcher.com 
• Twitter.com 
• (+ Google News for press) 
• Forget about Google Alert, it does NOT work 
• Track EVERYTHING
Content strategy 
• Write good content, unique & relevant 
• Write content your community wants to read 
• It is about what you can do for your community 
• Target likely amplifiers! 
• Forget about your SEO magic tricks 
• It does not work in the long run 
• Encourage your community to build content 
• Say thank you, repost, post, upvote, RT, include them in your 
newsletter, itw them, … 
• Belonging, Recognition, Respect, Love 
• Your team is your community too! 
• Say thank you, gamify, hall of fame, tweet, post, recycle, etc… 
• Belonging, Recognition, Respect, Love 
#dockertour
Google search auto complete 
• This is what your community is looking for 
• Free tool! 
• Automate: http://keywordtool.io/ 
#dockertour
Buzzsumo 
• Find out what content did buzz on social medias 
#dockertour
Why IRL community is so important 
• Community is like a network 
• Adds more link to your network 
• IRL links are more precious than Online links 
• It is all about people, so you want to meet them and build a stronger 
relationship 
• People like meeting other people to talk about ideas, problems, 
discover new tricks, etc... 
• Belonging, Self Actualization 
• A “meetup” visitor has more “value” than a website visitor 
• More engaged 
• More likely to stick with the product 
• Actually more likely to stick with YOU, the person they have just met 
• It is all about people 
• Use IRL as many times as possible 
• Mix formats 
• Regular meetups, Panels, Hack day, Hackathon, etc… 
• Provide Food + Drinks + Wifi! :) 
#dockertour
Start small, and scale 
• Target meetups in your area 
• Target by topics, competitors, & attendees personas 
• Hijack competitors’ meetups 
• Try to get a team member to talk (lightning talks) 
• Meetup co-organizers are looking for content help your community 
• Create your own meetup group 
• Can be in your office 
• Treat the first members with care and love 
• A first meetup /w 5 ppl is already a lot! 
• Invite ppl from your community to co-organize / speak 
• It is what you can do for your community 
• Adds more links 
• Scale yourself 
• Create second, third group where your team can go 
• Help your community build your community 
• See next slide 
• It does take more time and effort to grow the Offline 
community 
#dockertour 
Be sure to track this too! 
RSVPs 
Attendees 
Members of local groups 
Feedback (online/offline, surveys)
Help the community build the community! 
• Help Meetup (co-)organizers with 
• Best practices 
• Updates on the product & messaging + Content 
• Your product/brand is not what you say it is. It is what THEY say it 
is 
• Tools 
• SWAG 
• Tee-shirts 
• Stickers 
• Invite users to speak 
• People love to hear real life stories 
• Your product/brand is not what you say it is. It is what THEY say it 
is 
• Users love to speak (Recognition, Mastery, Self-Esteem) 
• Don’t make it a sales event! 
• It should be about the community first 
• Help them promote their event 
• Event page 
• Twitter and co 
• Newsletter 
• Love, Recognition, Belonging
Bring IRL back online 
• Adds more link to your community 
• Tweet about IRL events 
• Quotes, photos (tag ppl -> love!), numbers, 
interesting facts, etc… 
• Follow up with emailing / survey 
• Say thank you (send love!) 
• No sales speech 
• Add content they care about (it is about helping your community) 
• Include links to presentations they just saw 
• Include links to anything that could answer their questions 
• Include a link to your newsletter and / or online tutorial… 
#dockertour
Bring online back to IRL 
• Adds more link to your community 
• IRL links are more precious than Online 
links 
• Add a page with the upcoming meetups and events 
• Include meetups and events calendar in your newsletter 
• Use twitter and co to inform people about the next event 
• Find any excuse to invite people to meet you 
• Regular meetup 
• Giving a talk at a conference 
• Panel 
• Celebration 
• Big news, Announcements, Previews, Proposals… 
• Hack day 
• Hackathon 
• Product update
Docker Global Hack Day 
• 1500+ attendees, in 30+ cities around the world 
• Includes both Online & Offline communities 
• More links! 
• Belonging 
• Each meetup group provides a (safe) venue + food + drinks + wifi 
• Main event in SF was broadcasted live 
• 2500+ views in 64 different countries 
• Recorded -> great content we then did post on social networks and co 
• Preview of 3 proposals 
• Self actualization 
• And get feedback from the community 
• 4 Partners involved (MSFT Azure, Rackspace, Digital Ocean, Online Labs) 
• Partners are part of your community (everything is a community, give love to your partners too) 
• 1 customer involved 
• How Docker is used at Yelp (Achievement Mastery Recognition Respect for the speaker) 
• People hack on Docker 
• They have to submit title + video + description -> great content 
• Best hack wins tickets to DockerCon Europe 
• DockerCon sold out, this is the only way to get tickets (Achievement Mastery Recognition Respect) 
• The community votes on social networks for the winner
Show the example 
• Show the example 
• Pre-brief co-organizers 
#dockertour
The voting page 
• 36 projects submitted 
• Tweet to vote! 
• Add team twitter 
handles in the tweet! 
• Recognition, Love 
• Reach on Twitter: 3M+ 
• https://docker.com/community/globalhackday
End result 
• This was super FUN 
• Huge reach & noise everywhere 
• So much that press already referred and linked to content in several articles. (more SEO) 
• Thousands of tweets around Docker 
• And Docker Global Hack Day 
• Great position + Messaging was out and buzzing 
• Great feedback from the community 
• Great content was built 
• The whole Maslow pyramid was covered 
• We strengthened the community 
• Co-organizers 
• Hackers 
• Partners 
• Users 
• Online community 
• Community is happy 
• And winners will be super happy 
• They also wrote blog posts referring our content (more traffic + SEO) 
• Partners are happy 
• They also built content referring our content (more traffic + SEO)
Thank you! 
• Any questions? 
• Ping me to chat more about Community, Marketing and Growth 
Hacking: 
• julien@docker.com 
• @julienbarbier42 
#dockertour

Weitere ähnliche Inhalte

Was ist angesagt?

Brand activation, BTL Activation, Brand Promotion, Road Shows
Brand activation, BTL Activation, Brand Promotion, Road ShowsBrand activation, BTL Activation, Brand Promotion, Road Shows
Brand activation, BTL Activation, Brand Promotion, Road ShowsGreen Flag Technologies
 
Community Management vs Social Media Management - Whats The Difference?
Community Management vs Social Media Management - Whats The Difference? Community Management vs Social Media Management - Whats The Difference?
Community Management vs Social Media Management - Whats The Difference? Dan Spicer
 
Social Media Marketing Plan for Presentations
Social Media Marketing Plan for PresentationsSocial Media Marketing Plan for Presentations
Social Media Marketing Plan for PresentationsEthos3
 
Nwc buyer personas lob owner it admin developer
Nwc buyer personas  lob owner it admin developerNwc buyer personas  lob owner it admin developer
Nwc buyer personas lob owner it admin developerFrank Field
 
The Spot Hype Pitch-deck 2018
The Spot Hype Pitch-deck 2018The Spot Hype Pitch-deck 2018
The Spot Hype Pitch-deck 2018Ronald Reed
 
Ogilvy DO Brief - Chester's big ideaL
Ogilvy DO Brief - Chester's big ideaLOgilvy DO Brief - Chester's big ideaL
Ogilvy DO Brief - Chester's big ideaLChester Lau
 
Mpc brand activation
Mpc brand activationMpc brand activation
Mpc brand activationAndrei Barbu
 
Gucci Guilty Advertising & Marketing Campaign
Gucci Guilty Advertising & Marketing CampaignGucci Guilty Advertising & Marketing Campaign
Gucci Guilty Advertising & Marketing CampaignTom Pheby
 
Lowes mediaplan
Lowes mediaplanLowes mediaplan
Lowes mediaplanRose Osial
 
360 Campaign Plan for the Commercial Launch of a robot vacuum cleaner.
360 Campaign Plan for the Commercial Launch of a robot vacuum cleaner.360 Campaign Plan for the Commercial Launch of a robot vacuum cleaner.
360 Campaign Plan for the Commercial Launch of a robot vacuum cleaner.MariannaBrousti
 
How to build a brilliant brand voice
How to build a brilliant brand voiceHow to build a brilliant brand voice
How to build a brilliant brand voiceLauren Pope
 
Digital Marketing Strategy 101
Digital Marketing Strategy 101Digital Marketing Strategy 101
Digital Marketing Strategy 101Dena Walker
 
Social Beat - India's fastest growing independent digital marketing agency
Social Beat - India's fastest growing independent digital marketing agencySocial Beat - India's fastest growing independent digital marketing agency
Social Beat - India's fastest growing independent digital marketing agencySocial Beat
 
The New Requirements for Building a Modern B2B Customer Experience
The New Requirements for Building a Modern B2B Customer ExperienceThe New Requirements for Building a Modern B2B Customer Experience
The New Requirements for Building a Modern B2B Customer ExperienceAcquia
 
Mobile Apps: How to Survive in the Mindful Era
Mobile Apps: How to Survive in the Mindful EraMobile Apps: How to Survive in the Mindful Era
Mobile Apps: How to Survive in the Mindful EraMozza
 
SearchLove Boston 2016 | Larry Kim | Hacking RankBrain: Four Strategies You’l...
SearchLove Boston 2016 | Larry Kim | Hacking RankBrain: Four Strategies You’l...SearchLove Boston 2016 | Larry Kim | Hacking RankBrain: Four Strategies You’l...
SearchLove Boston 2016 | Larry Kim | Hacking RankBrain: Four Strategies You’l...Distilled
 
Chobani's $500M pitch deck
Chobani's $500M pitch deckChobani's $500M pitch deck
Chobani's $500M pitch deckPitch Decks
 

Was ist angesagt? (20)

Brand activation, BTL Activation, Brand Promotion, Road Shows
Brand activation, BTL Activation, Brand Promotion, Road ShowsBrand activation, BTL Activation, Brand Promotion, Road Shows
Brand activation, BTL Activation, Brand Promotion, Road Shows
 
Community Management vs Social Media Management - Whats The Difference?
Community Management vs Social Media Management - Whats The Difference? Community Management vs Social Media Management - Whats The Difference?
Community Management vs Social Media Management - Whats The Difference?
 
Social Media Marketing Plan for Presentations
Social Media Marketing Plan for PresentationsSocial Media Marketing Plan for Presentations
Social Media Marketing Plan for Presentations
 
Nwc buyer personas lob owner it admin developer
Nwc buyer personas  lob owner it admin developerNwc buyer personas  lob owner it admin developer
Nwc buyer personas lob owner it admin developer
 
The Spot Hype Pitch-deck 2018
The Spot Hype Pitch-deck 2018The Spot Hype Pitch-deck 2018
The Spot Hype Pitch-deck 2018
 
Ogilvy DO Brief - Chester's big ideaL
Ogilvy DO Brief - Chester's big ideaLOgilvy DO Brief - Chester's big ideaL
Ogilvy DO Brief - Chester's big ideaL
 
Mpc brand activation
Mpc brand activationMpc brand activation
Mpc brand activation
 
Gucci Guilty Advertising & Marketing Campaign
Gucci Guilty Advertising & Marketing CampaignGucci Guilty Advertising & Marketing Campaign
Gucci Guilty Advertising & Marketing Campaign
 
Lowes mediaplan
Lowes mediaplanLowes mediaplan
Lowes mediaplan
 
360 Campaign Plan for the Commercial Launch of a robot vacuum cleaner.
360 Campaign Plan for the Commercial Launch of a robot vacuum cleaner.360 Campaign Plan for the Commercial Launch of a robot vacuum cleaner.
360 Campaign Plan for the Commercial Launch of a robot vacuum cleaner.
 
How to build a brilliant brand voice
How to build a brilliant brand voiceHow to build a brilliant brand voice
How to build a brilliant brand voice
 
Digital Marketing Strategy 101
Digital Marketing Strategy 101Digital Marketing Strategy 101
Digital Marketing Strategy 101
 
Social Beat - India's fastest growing independent digital marketing agency
Social Beat - India's fastest growing independent digital marketing agencySocial Beat - India's fastest growing independent digital marketing agency
Social Beat - India's fastest growing independent digital marketing agency
 
Media planning
Media planningMedia planning
Media planning
 
The New Requirements for Building a Modern B2B Customer Experience
The New Requirements for Building a Modern B2B Customer ExperienceThe New Requirements for Building a Modern B2B Customer Experience
The New Requirements for Building a Modern B2B Customer Experience
 
Social media calendar
Social media calendarSocial media calendar
Social media calendar
 
Mobile Apps: How to Survive in the Mindful Era
Mobile Apps: How to Survive in the Mindful EraMobile Apps: How to Survive in the Mindful Era
Mobile Apps: How to Survive in the Mindful Era
 
SearchLove Boston 2016 | Larry Kim | Hacking RankBrain: Four Strategies You’l...
SearchLove Boston 2016 | Larry Kim | Hacking RankBrain: Four Strategies You’l...SearchLove Boston 2016 | Larry Kim | Hacking RankBrain: Four Strategies You’l...
SearchLove Boston 2016 | Larry Kim | Hacking RankBrain: Four Strategies You’l...
 
Chobani's $500M pitch deck
Chobani's $500M pitch deckChobani's $500M pitch deck
Chobani's $500M pitch deck
 
Advertising agency business plan
Advertising agency business planAdvertising agency business plan
Advertising agency business plan
 

Andere mochten auch

Corporate Community Management
Corporate Community ManagementCorporate Community Management
Corporate Community ManagementVanina Delobelle
 
Making a Gabillion Dollars With Community Marketing...or something like that
Making a Gabillion Dollars With Community Marketing...or something like thatMaking a Gabillion Dollars With Community Marketing...or something like that
Making a Gabillion Dollars With Community Marketing...or something like thatTara Hunt
 
Harnessing the Power of Social Media for Marketing and Community Outreach
Harnessing the Power of Social Media for Marketing and Community OutreachHarnessing the Power of Social Media for Marketing and Community Outreach
Harnessing the Power of Social Media for Marketing and Community OutreachAlex de Carvalho
 
Magazine anotation
Magazine anotationMagazine anotation
Magazine anotationsarahwalley
 
5. colour palette
5. colour palette5. colour palette
5. colour palettesarahwalley
 
Draft double page spreads
Draft double page spreadsDraft double page spreads
Draft double page spreadssarahwalley
 
Changes to my Images
Changes to my ImagesChanges to my Images
Changes to my Imagessarahwalley
 
Türk Kartlı Ödeme Sektöründe Gelişim
Türk Kartlı Ödeme Sektöründe Gelişim Türk Kartlı Ödeme Sektöründe Gelişim
Türk Kartlı Ödeme Sektöründe Gelişim Cardtek
 
Growth hacking | Workshop at Epitech
Growth hacking | Workshop at EpitechGrowth hacking | Workshop at Epitech
Growth hacking | Workshop at EpitechJulien Barbier
 
Initial images for my front cover of my
Initial images for my front cover of myInitial images for my front cover of my
Initial images for my front cover of mysarahwalley
 
Kartlı Ödemelerde Yenilikçilik
Kartlı Ödemelerde Yenilikçilik Kartlı Ödemelerde Yenilikçilik
Kartlı Ödemelerde Yenilikçilik Cardtek
 
Docker, the Future of Distributed Applications | Docker Tour de France 2014
Docker, the Future of Distributed Applications | Docker Tour de France 2014Docker, the Future of Distributed Applications | Docker Tour de France 2014
Docker, the Future of Distributed Applications | Docker Tour de France 2014Julien Barbier
 
Build Your Own SaaS using Docker
Build Your Own SaaS using DockerBuild Your Own SaaS using Docker
Build Your Own SaaS using DockerJulien Barbier
 
Community Marketing: Using Customer & Peer Endorsement to Lift Conversions, G...
Community Marketing: Using Customer & Peer Endorsement to Lift Conversions, G...Community Marketing: Using Customer & Peer Endorsement to Lift Conversions, G...
Community Marketing: Using Customer & Peer Endorsement to Lift Conversions, G...Percussion Software
 
Community is the New Marketing
Community is the New MarketingCommunity is the New Marketing
Community is the New MarketingCMX
 
The Science of Building Community
The Science of Building CommunityThe Science of Building Community
The Science of Building CommunityJennifer Lopez
 
Next Generation NFC Solutions and Contactless Infrastructure
Next Generation NFC Solutions and Contactless InfrastructureNext Generation NFC Solutions and Contactless Infrastructure
Next Generation NFC Solutions and Contactless InfrastructureCardtek
 

Andere mochten auch (20)

Corporate Community Management
Corporate Community ManagementCorporate Community Management
Corporate Community Management
 
Making a Gabillion Dollars With Community Marketing...or something like that
Making a Gabillion Dollars With Community Marketing...or something like thatMaking a Gabillion Dollars With Community Marketing...or something like that
Making a Gabillion Dollars With Community Marketing...or something like that
 
Harnessing the Power of Social Media for Marketing and Community Outreach
Harnessing the Power of Social Media for Marketing and Community OutreachHarnessing the Power of Social Media for Marketing and Community Outreach
Harnessing the Power of Social Media for Marketing and Community Outreach
 
Magazine anotation
Magazine anotationMagazine anotation
Magazine anotation
 
5. colour palette
5. colour palette5. colour palette
5. colour palette
 
Draft double page spreads
Draft double page spreadsDraft double page spreads
Draft double page spreads
 
Changes to my Images
Changes to my ImagesChanges to my Images
Changes to my Images
 
Hierarchy
HierarchyHierarchy
Hierarchy
 
Türk Kartlı Ödeme Sektöründe Gelişim
Türk Kartlı Ödeme Sektöründe Gelişim Türk Kartlı Ödeme Sektöründe Gelişim
Türk Kartlı Ödeme Sektöründe Gelişim
 
Presentation1
Presentation1Presentation1
Presentation1
 
Growth hacking | Workshop at Epitech
Growth hacking | Workshop at EpitechGrowth hacking | Workshop at Epitech
Growth hacking | Workshop at Epitech
 
Initial images for my front cover of my
Initial images for my front cover of myInitial images for my front cover of my
Initial images for my front cover of my
 
Kartlı Ödemelerde Yenilikçilik
Kartlı Ödemelerde Yenilikçilik Kartlı Ödemelerde Yenilikçilik
Kartlı Ödemelerde Yenilikçilik
 
Docker, the Future of Distributed Applications | Docker Tour de France 2014
Docker, the Future of Distributed Applications | Docker Tour de France 2014Docker, the Future of Distributed Applications | Docker Tour de France 2014
Docker, the Future of Distributed Applications | Docker Tour de France 2014
 
Community at Docker
Community at DockerCommunity at Docker
Community at Docker
 
Build Your Own SaaS using Docker
Build Your Own SaaS using DockerBuild Your Own SaaS using Docker
Build Your Own SaaS using Docker
 
Community Marketing: Using Customer & Peer Endorsement to Lift Conversions, G...
Community Marketing: Using Customer & Peer Endorsement to Lift Conversions, G...Community Marketing: Using Customer & Peer Endorsement to Lift Conversions, G...
Community Marketing: Using Customer & Peer Endorsement to Lift Conversions, G...
 
Community is the New Marketing
Community is the New MarketingCommunity is the New Marketing
Community is the New Marketing
 
The Science of Building Community
The Science of Building CommunityThe Science of Building Community
The Science of Building Community
 
Next Generation NFC Solutions and Contactless Infrastructure
Next Generation NFC Solutions and Contactless InfrastructureNext Generation NFC Solutions and Contactless Infrastructure
Next Generation NFC Solutions and Contactless Infrastructure
 

Ähnlich wie Community Marketing

Community Marketing at Docker | Docker Tour de France 2014
Community Marketing at Docker | Docker Tour de France 2014Community Marketing at Docker | Docker Tour de France 2014
Community Marketing at Docker | Docker Tour de France 2014Julien Barbier
 
Marketing & Community at Docker (30-min presentation to Trinity Ventures' por...
Marketing & Community at Docker (30-min presentation to Trinity Ventures' por...Marketing & Community at Docker (30-min presentation to Trinity Ventures' por...
Marketing & Community at Docker (30-min presentation to Trinity Ventures' por...Julien Barbier
 
Introductorysocialmedia
IntroductorysocialmediaIntroductorysocialmedia
Introductorysocialmediarobweaver
 
Social media architecture
Social media architectureSocial media architecture
Social media architectureDean Da Costa
 
Engagement Editors Workshop
Engagement Editors WorkshopEngagement Editors Workshop
Engagement Editors WorkshopSteve Buttry
 
Social Media Power Tips for Business
Social Media Power Tips for BusinessSocial Media Power Tips for Business
Social Media Power Tips for BusinessBoot Camp Digital
 
Membership Building for Toastmasters- Effective Use of Social Media
Membership Building for Toastmasters- Effective Use of Social MediaMembership Building for Toastmasters- Effective Use of Social Media
Membership Building for Toastmasters- Effective Use of Social MediaRae Stonehouse
 
Social Media for the Campus Progress Journalism Network
Social Media for the Campus Progress Journalism NetworkSocial Media for the Campus Progress Journalism Network
Social Media for the Campus Progress Journalism Networktarakutz
 
Maximizing Social Capital to Increase Core Facility Exposure and Usage
Maximizing Social Capital to Increase Core Facility Exposure and UsageMaximizing Social Capital to Increase Core Facility Exposure and Usage
Maximizing Social Capital to Increase Core Facility Exposure and UsageRyan Duggan
 
Social Media for Artists
Social Media for ArtistsSocial Media for Artists
Social Media for ArtistsSusan Tenby
 
Socialmedia children
Socialmedia childrenSocialmedia children
Socialmedia childrenLeRoy Hill
 
Social Media Listening and Curation: Amplifying Your Message, Finding your C...
Social Media Listening and Curation:  Amplifying Your Message, Finding your C...Social Media Listening and Curation:  Amplifying Your Message, Finding your C...
Social Media Listening and Curation: Amplifying Your Message, Finding your C...Susan Tenby
 
Coloradodigitaljournalism 121019094853-phpapp01
Coloradodigitaljournalism 121019094853-phpapp01Coloradodigitaljournalism 121019094853-phpapp01
Coloradodigitaljournalism 121019094853-phpapp01Gabriel Garcia
 
Coloradodigitaljournalism 121019094853-phpapp01
Coloradodigitaljournalism 121019094853-phpapp01Coloradodigitaljournalism 121019094853-phpapp01
Coloradodigitaljournalism 121019094853-phpapp01Piera Colognori
 
Building a community - BuildStuff Lithuania 2014
Building a community - BuildStuff Lithuania 2014Building a community - BuildStuff Lithuania 2014
Building a community - BuildStuff Lithuania 2014Gill Cleeren
 
Marketing Your Open Source Project
Marketing Your Open Source ProjectMarketing Your Open Source Project
Marketing Your Open Source Projectdeirdrestraughan
 
20170318 community leaders_open
20170318 community leaders_open20170318 community leaders_open
20170318 community leaders_openHideki Ojima
 

Ähnlich wie Community Marketing (20)

Community Marketing at Docker | Docker Tour de France 2014
Community Marketing at Docker | Docker Tour de France 2014Community Marketing at Docker | Docker Tour de France 2014
Community Marketing at Docker | Docker Tour de France 2014
 
Marketing & Community at Docker (30-min presentation to Trinity Ventures' por...
Marketing & Community at Docker (30-min presentation to Trinity Ventures' por...Marketing & Community at Docker (30-min presentation to Trinity Ventures' por...
Marketing & Community at Docker (30-min presentation to Trinity Ventures' por...
 
Marketing for Hackers
Marketing for HackersMarketing for Hackers
Marketing for Hackers
 
Introductorysocialmedia
IntroductorysocialmediaIntroductorysocialmedia
Introductorysocialmedia
 
Social media architecture
Social media architectureSocial media architecture
Social media architecture
 
Engagement Editors Workshop
Engagement Editors WorkshopEngagement Editors Workshop
Engagement Editors Workshop
 
Social Media Power Tips for Business
Social Media Power Tips for BusinessSocial Media Power Tips for Business
Social Media Power Tips for Business
 
Membership Building for Toastmasters- Effective Use of Social Media
Membership Building for Toastmasters- Effective Use of Social MediaMembership Building for Toastmasters- Effective Use of Social Media
Membership Building for Toastmasters- Effective Use of Social Media
 
Social Media for the Campus Progress Journalism Network
Social Media for the Campus Progress Journalism NetworkSocial Media for the Campus Progress Journalism Network
Social Media for the Campus Progress Journalism Network
 
Maximizing Social Capital to Increase Core Facility Exposure and Usage
Maximizing Social Capital to Increase Core Facility Exposure and UsageMaximizing Social Capital to Increase Core Facility Exposure and Usage
Maximizing Social Capital to Increase Core Facility Exposure and Usage
 
Social Media for Social Good
Social Media for Social GoodSocial Media for Social Good
Social Media for Social Good
 
MPA2014-EDT
MPA2014-EDTMPA2014-EDT
MPA2014-EDT
 
Social Media for Artists
Social Media for ArtistsSocial Media for Artists
Social Media for Artists
 
Socialmedia children
Socialmedia childrenSocialmedia children
Socialmedia children
 
Social Media Listening and Curation: Amplifying Your Message, Finding your C...
Social Media Listening and Curation:  Amplifying Your Message, Finding your C...Social Media Listening and Curation:  Amplifying Your Message, Finding your C...
Social Media Listening and Curation: Amplifying Your Message, Finding your C...
 
Coloradodigitaljournalism 121019094853-phpapp01
Coloradodigitaljournalism 121019094853-phpapp01Coloradodigitaljournalism 121019094853-phpapp01
Coloradodigitaljournalism 121019094853-phpapp01
 
Coloradodigitaljournalism 121019094853-phpapp01
Coloradodigitaljournalism 121019094853-phpapp01Coloradodigitaljournalism 121019094853-phpapp01
Coloradodigitaljournalism 121019094853-phpapp01
 
Building a community - BuildStuff Lithuania 2014
Building a community - BuildStuff Lithuania 2014Building a community - BuildStuff Lithuania 2014
Building a community - BuildStuff Lithuania 2014
 
Marketing Your Open Source Project
Marketing Your Open Source ProjectMarketing Your Open Source Project
Marketing Your Open Source Project
 
20170318 community leaders_open
20170318 community leaders_open20170318 community leaders_open
20170318 community leaders_open
 

Mehr von Julien Barbier

Intro Docker to Loire Atlantique
Intro Docker to Loire AtlantiqueIntro Docker to Loire Atlantique
Intro Docker to Loire AtlantiqueJulien Barbier
 
Docker & Growth Hacking presentation at UBI I/O - San Francisco
Docker & Growth Hacking presentation at UBI I/O - San FranciscoDocker & Growth Hacking presentation at UBI I/O - San Francisco
Docker & Growth Hacking presentation at UBI I/O - San FranciscoJulien Barbier
 
while42 SF #12 - Selected Side Projects
while42 SF #12 - Selected Side Projectswhile42 SF #12 - Selected Side Projects
while42 SF #12 - Selected Side ProjectsJulien Barbier
 
Docker - 15 great Tutorials
Docker - 15 great TutorialsDocker - 15 great Tutorials
Docker - 15 great TutorialsJulien Barbier
 
Run Docker On Windows Using Vagrant
Run Docker On Windows Using VagrantRun Docker On Windows Using Vagrant
Run Docker On Windows Using VagrantJulien Barbier
 
Who wants to be an entrepreneur @ European Institute of Technology
Who wants to be an entrepreneur @ European Institute of TechnologyWho wants to be an entrepreneur @ European Institute of Technology
Who wants to be an entrepreneur @ European Institute of TechnologyJulien Barbier
 
Notions juridiques internet - Support de conférence @ European Institute of T...
Notions juridiques internet - Support de conférence @ European Institute of T...Notions juridiques internet - Support de conférence @ European Institute of T...
Notions juridiques internet - Support de conférence @ European Institute of T...Julien Barbier
 

Mehr von Julien Barbier (7)

Intro Docker to Loire Atlantique
Intro Docker to Loire AtlantiqueIntro Docker to Loire Atlantique
Intro Docker to Loire Atlantique
 
Docker & Growth Hacking presentation at UBI I/O - San Francisco
Docker & Growth Hacking presentation at UBI I/O - San FranciscoDocker & Growth Hacking presentation at UBI I/O - San Francisco
Docker & Growth Hacking presentation at UBI I/O - San Francisco
 
while42 SF #12 - Selected Side Projects
while42 SF #12 - Selected Side Projectswhile42 SF #12 - Selected Side Projects
while42 SF #12 - Selected Side Projects
 
Docker - 15 great Tutorials
Docker - 15 great TutorialsDocker - 15 great Tutorials
Docker - 15 great Tutorials
 
Run Docker On Windows Using Vagrant
Run Docker On Windows Using VagrantRun Docker On Windows Using Vagrant
Run Docker On Windows Using Vagrant
 
Who wants to be an entrepreneur @ European Institute of Technology
Who wants to be an entrepreneur @ European Institute of TechnologyWho wants to be an entrepreneur @ European Institute of Technology
Who wants to be an entrepreneur @ European Institute of Technology
 
Notions juridiques internet - Support de conférence @ European Institute of T...
Notions juridiques internet - Support de conférence @ European Institute of T...Notions juridiques internet - Support de conférence @ European Institute of T...
Notions juridiques internet - Support de conférence @ European Institute of T...
 

Community Marketing

  • 1. Community Marketing at Docker #dockertour By Julien Barbier, Sr Dir of Growth, Marketing & Community at Docker – 1h presentation at Epitech
  • 2. About me • Julien Barbier {Epitech 2006.} • 2004-2008: Software engineer & Product Manager (Paris, France) • 2008-2012: Entrepreneur (Paris, France & Miami, FL) • Oct 2012-now: co-Founder of #while42 (International French Tech Engineers Network, 1500+ members in 30+ chapters around the World) • Oct 2012-now: Sr Director of Growth, Marketing & Community at Docker (ex-dotCloud, San Francisco, CA) • Contact me: julien@docker.com | @julienbarbier42
  • 3. About Docker • Build, Ship and Run Any App, Anywhere • dotCloud, Founded my Solomon Hykes {Epitech 2006.}, in France (2008), and “relaunched” in SF (2010) • dotCloud released Docker open source, Mar 2013 • Huge traction since then, in both user and enterprise adoptions led to a pivot • Huge online and offline community • www.docker.com | @docker | @docker_fr
  • 4. Docker Tour de France @ Epitech • 9:00 – Docker 101 /w Jerome Petazzoni | @jpetazzo • 11:00 – Community at Docker /w Julien Barbier | @julienbarbier42 • 13:30 – open Docker 3-day non-stop Hackathon /w Epitech & Docker Partners • Official hashtag #dockertour #dockertour
  • 5. Community is the new marketing #dockertour • Community represents 80+% of our “Marketing” • Lower budget, Higher conversion rate vs traditional marketing Your product/brand is NOT what you say it is. It is what THEY say it is.
  • 6. Community, TL;DR; • Community is like a network #dockertour • A community/network is as strong as the number of links between its members • IRL links are more precious than Online links • You do NOT own or control the community • It is NOT your community: you are part of it, you can influence it, but you do not own it • It is not what your community can do for you, but what you can do for your community • Your product/brand is not what you say it is. It is what THEY say it is. • Lower budget, Higher conversion rate vs traditional marketing • Communities everywhere! • At the end of the day everything is always about people
  • 8. Track and monitor EVERYTHING • Track and measure EVERYTHING • If it is useless now, it WILL be useful later • Integrate tracking and metrics EVERYWHERE • Should be part of your product release cycles • Should be part of every offline & online marketing campaign • Measure the impact of every change, update, new feature, campaign, tweet, meetup, event, press release… • Be both HUMAN and DATA DRIVEN #dockertour
  • 9. The San Francisco Docker VIP club • Jan 18, 2013: Initial commit • Closed source • Private presentations to startups by Solomon & Andrea • Word of mouth • “VIP” club on GitHub, by invitation only • Belonging, Self-Esteem • Mar 20, 2013: the project leeks on Hacker News • Hits front page & #1 • 15K visits in a day • Huge interest from the HN community #dockertour
  • 10. Hacking Hacker News 1/3 • HN = Tech early adopters • Use / Create tools for monitoring • Reminder: Track EVERYTHING • If the tool does not exist, create it! • Track your company and product & join the conversation as soon as possible • And track competitors too! • www.hnwatcher.com • Upvote and get to the front page • More traffic and brand awareness • Join the conversation as soon as possible • Your product/brand is not what you say it is. It is what THEY say it is • Create and/or Post Content that this community like • It is about what you can do for your community #dockertour
  • 11. Hacking Hacker News 2/3 • Timing is important • Experiment • And track + document • Target different groups of people by posting at different times Source: http://blog.itlater.com/whats-the-best-time-to-post-to-hackernews/ #dockertour
  • 12. Hacking Hacker News 3/3 • Do not post obvious marketing content • Remember: you are here to help this community • Post in other social networks BEFORE • You will get more upvotes due to community posts • Belonging, Recognition • If it’s good content and if it does not work, Recycle! • Try same blog post but with a different URL • Try with different format • Blog post, Gist, Slideshare presentation, Youtube video, e-book, … • Help the Docker community • It is about what you can do for your community • Upvote and post their content too! • Recognition, Respect, Love • Add more links to your community • More brand awareness #dockertour
  • 13. The social network strategy • Tips from HN strategy are true here too (cf previous 3 slides) • Be everywhere! • Reddit, Twitter, Facebook, Google+, Slideshare, Youtube, GitHub, Stack Overflow… • But do know where to put more efforts when you do not have enough time (track & measure!) • Use the specificity of each social network • Different users, different features, different post previews, etc… • Join the conversation as soon as possible • Your product is not what you say it is. It is what THEY say it is -> you want to be part of this conversation! • Identify leaders / influencers on each social media #dockertour
  • 14. Twitter tips of the day • Include authors & companies handles in your tweets • Recognition, Respect, Love • Add more links to your community • -> More RTs -> More reach -> even more links for your community + recognition for authors • NOTE: this is true for your team too! • Your team is a community • Everything is a community! • NOTE2: this is true for journalists too! • Everything is a community! • NOTE3: this is true for partners too! • Everything is a community! • It is ok to post several times #dockertour
  • 15. Twitter love + belonging example #dockertour
  • 16. Which twitter account should I use? • Founder: 5K followers • Company / product / brand: 500 followers • Who should post product releases, news & co? • Brand! • Build your company brand first! • Build your company’s community (vs founder’s community) • Be careful of Ego / Personal branding • The founder may leave, but the brand will stay • You don’t want the community to leave with the founder #dockertour • Have the founder(s) RT the company tweet • Your logo is (theoretically) more eye-catchy & recognizable than your founder’s picture in a twitter stream
  • 17. Social Networks: more tips 1/2 #dockertour • Post / RT your community’s content (blog post, articles, videos, …) • It is your way to say thank you • It is about what you can do for your community • Belonging, Recognition, Respect, Love • Add more links to your community • Encourages them to write more • Do the same for every social media • Use specificity • Don’t be lazy! • Do NOT use automatic / auto-posts tools • Do NOT use AddThis (or equivalent buttons) on your blog and websites -> terrible branding!
  • 18. Social Networks: more tips 2/2 • Include Photos / pictures in your articles • Or even better: Use Open Graph or equivalent (ogp.me) • -> More reach! (min 30% more clicks when you have a picture) #dockertour BAD GOOD
  • 19. Social Network: tracking tools • Use the right tools • It does not have to be fancy or expensive • What we use at Docker for Social Networks (& web) • Mention.net • HNWatcher.com • Twitter.com • (+ Google News for press) • Forget about Google Alert, it does NOT work • Track EVERYTHING
  • 20. Content strategy • Write good content, unique & relevant • Write content your community wants to read • It is about what you can do for your community • Target likely amplifiers! • Forget about your SEO magic tricks • It does not work in the long run • Encourage your community to build content • Say thank you, repost, post, upvote, RT, include them in your newsletter, itw them, … • Belonging, Recognition, Respect, Love • Your team is your community too! • Say thank you, gamify, hall of fame, tweet, post, recycle, etc… • Belonging, Recognition, Respect, Love #dockertour
  • 21. Google search auto complete • This is what your community is looking for • Free tool! • Automate: http://keywordtool.io/ #dockertour
  • 22. Buzzsumo • Find out what content did buzz on social medias #dockertour
  • 23. Why IRL community is so important • Community is like a network • Adds more link to your network • IRL links are more precious than Online links • It is all about people, so you want to meet them and build a stronger relationship • People like meeting other people to talk about ideas, problems, discover new tricks, etc... • Belonging, Self Actualization • A “meetup” visitor has more “value” than a website visitor • More engaged • More likely to stick with the product • Actually more likely to stick with YOU, the person they have just met • It is all about people • Use IRL as many times as possible • Mix formats • Regular meetups, Panels, Hack day, Hackathon, etc… • Provide Food + Drinks + Wifi! :) #dockertour
  • 24. Start small, and scale • Target meetups in your area • Target by topics, competitors, & attendees personas • Hijack competitors’ meetups • Try to get a team member to talk (lightning talks) • Meetup co-organizers are looking for content help your community • Create your own meetup group • Can be in your office • Treat the first members with care and love • A first meetup /w 5 ppl is already a lot! • Invite ppl from your community to co-organize / speak • It is what you can do for your community • Adds more links • Scale yourself • Create second, third group where your team can go • Help your community build your community • See next slide • It does take more time and effort to grow the Offline community #dockertour Be sure to track this too! RSVPs Attendees Members of local groups Feedback (online/offline, surveys)
  • 25. Help the community build the community! • Help Meetup (co-)organizers with • Best practices • Updates on the product & messaging + Content • Your product/brand is not what you say it is. It is what THEY say it is • Tools • SWAG • Tee-shirts • Stickers • Invite users to speak • People love to hear real life stories • Your product/brand is not what you say it is. It is what THEY say it is • Users love to speak (Recognition, Mastery, Self-Esteem) • Don’t make it a sales event! • It should be about the community first • Help them promote their event • Event page • Twitter and co • Newsletter • Love, Recognition, Belonging
  • 26. Bring IRL back online • Adds more link to your community • Tweet about IRL events • Quotes, photos (tag ppl -> love!), numbers, interesting facts, etc… • Follow up with emailing / survey • Say thank you (send love!) • No sales speech • Add content they care about (it is about helping your community) • Include links to presentations they just saw • Include links to anything that could answer their questions • Include a link to your newsletter and / or online tutorial… #dockertour
  • 27. Bring online back to IRL • Adds more link to your community • IRL links are more precious than Online links • Add a page with the upcoming meetups and events • Include meetups and events calendar in your newsletter • Use twitter and co to inform people about the next event • Find any excuse to invite people to meet you • Regular meetup • Giving a talk at a conference • Panel • Celebration • Big news, Announcements, Previews, Proposals… • Hack day • Hackathon • Product update
  • 28. Docker Global Hack Day • 1500+ attendees, in 30+ cities around the world • Includes both Online & Offline communities • More links! • Belonging • Each meetup group provides a (safe) venue + food + drinks + wifi • Main event in SF was broadcasted live • 2500+ views in 64 different countries • Recorded -> great content we then did post on social networks and co • Preview of 3 proposals • Self actualization • And get feedback from the community • 4 Partners involved (MSFT Azure, Rackspace, Digital Ocean, Online Labs) • Partners are part of your community (everything is a community, give love to your partners too) • 1 customer involved • How Docker is used at Yelp (Achievement Mastery Recognition Respect for the speaker) • People hack on Docker • They have to submit title + video + description -> great content • Best hack wins tickets to DockerCon Europe • DockerCon sold out, this is the only way to get tickets (Achievement Mastery Recognition Respect) • The community votes on social networks for the winner
  • 29. Show the example • Show the example • Pre-brief co-organizers #dockertour
  • 30. The voting page • 36 projects submitted • Tweet to vote! • Add team twitter handles in the tweet! • Recognition, Love • Reach on Twitter: 3M+ • https://docker.com/community/globalhackday
  • 31. End result • This was super FUN • Huge reach & noise everywhere • So much that press already referred and linked to content in several articles. (more SEO) • Thousands of tweets around Docker • And Docker Global Hack Day • Great position + Messaging was out and buzzing • Great feedback from the community • Great content was built • The whole Maslow pyramid was covered • We strengthened the community • Co-organizers • Hackers • Partners • Users • Online community • Community is happy • And winners will be super happy • They also wrote blog posts referring our content (more traffic + SEO) • Partners are happy • They also built content referring our content (more traffic + SEO)
  • 32. Thank you! • Any questions? • Ping me to chat more about Community, Marketing and Growth Hacking: • julien@docker.com • @julienbarbier42 #dockertour