The document summarizes OpenStack marketing metrics and activities for the first half of 2014 and plans for the second half. Key metrics like website traffic, YouTube views, and Twitter followers all increased significantly compared to the same period in 2013. The second half marketing focus will be on driving adoption among enterprise decision makers, telcos/service providers, and app developers. Major events and content plans were outlined to target each audience.

1. OpenStack
Open Marketing Meeting
August 13, 2014

2. 2
Agenda
‣ 1H Press, Web, Social Metrics
‣ 2H Audience-Driven Focus
‣ Mark Your Calendar: Key Dates
‣ Paris Summit Update
‣ Marketplace Update
‣ Win the Enterprise Update
‣ Industry Events
‣ How to Get Involved

3. 3
Web, YouTube & Twitter Metrics – 1H 2014
Website Sessions Unique Visitors YouTube Views Twitter Followers
1H – 2013 2,802,436 1,300,799 149,654 21,300
2H - 2013 3,519,613 1,710,961 217,312 32,500
1H – 2014 4,642,177 2,310,693 310,233 56,000
Compared to 1H 2013:
•Website traffic has increased
66%
• Unique visitors increased
78%
•YouTube Views have
increased 107%
Compared to 2H 2013:
•Website traffic has increased
32%
• Unique visitors increased
35%
•YouTube Views have
increased 43%
In 1H of 2014, viewers watched 2,069,845 minutes on the OpenStack
YouTube channel – almost double the previous period.
In the past year, the OpenStack Twitter handle has gained 34,700
followers, 23,500 of which were gained in the past 6 months.

4. 4
Press Coverage – 1H 2014
• 6,000+ OpenStack mentions in 1H of 2014
• Top Articles
• Red Hat CTO: 5 Business Benefits of Open Source Software
• IBM’s Acquisition of Cloudant and the Walmart Effect in Tech
• HP to Invest over $1 Billion in Open-Source Cloud Computing

5. 5
• AWS: 55%
• OpenStack: 41%
• CloudStack: 4%
Peaks in Coverage
AWS
• Google and Amazon slash cloud
offering prices a day apart
• Instagram Migrates from Amazon’s
Cloud into Facebook Data Centers
• Verizon Signs Up Oracle to Tackle
Amazon in the Cloud
CloudStack
• BT to Support Cisco’s InterCloud
Service
Share of Voice - 1H 2014

6. 6
2H Focus:
Drive Adoption Across Three Audiences
‣ Enterprise Decision Maker
‣ Telco / Service Provider Decision Maker
‣ App Developers

7. 7
Enterprise
‣ Key Messages & Topics: Agility, Flexibility and Openness,
Stability, Cost Savings
‣ Calls to Action: OpenStack Marketplace; enterprise events and
workshops; whitepapers, videos and case study content
‣ Activities:
‣ Auto Manufacturer whitepaper campaign August 19th; building out
enterprise user section on openstack.org
‣ Events: Cloud Connect @ Interop, Gartner Symposium, FutureCom,
Cloud Connect China, Gartner Data Center Conference
‣ Paris Summit: New Enterprise IT Strategies track and more enterprise
user keynote time
‣ Additional content development with reference architectures (Win the
Enterprise team); goal to have presentation deck ready for Gartner
Symposium, Oct 6

8. 8
Telco / Service Provider
‣ Key Messages & Topics: Scale, Flexibility and Openness, NFV,
Data Sovereignty, Cost Savings, Stability
‣ Calls to Action: Whitepapers and landing page (target Sept/Oct),
join working group
‣ Activities:
‣ Telco World Forum keynote by Toby Ford of AT&T (Oct 6)
‣ New Telco working group spinning up under User Committee; message
and content development
‣ NFV whitepaper, campaign and landing page
‣ Focus on NFV progress during Juno release (Nova capabilities)
‣ Paris Summit: Telco Strategies track and keynote panel

9. 9
App Developers / End Users
‣ Key Messages & Topics: Open platform and APIs, Flexibility,
Portability, Targeting OpenStack clouds
‣ Calls to Action: developer.openstack.org, join working group
‣ Activities:
‣ Engaging end users (public cloud customers and enterprise internal
customers) for input and to develop new app-focused case studies
‣ New End User working group spinning up under User Committee;
message and content development
‣ Design update for developer.openstack.org (Nov target)
‣ Paris Summit: Larger ‘Targeting OpenStack Clouds’ track and possible
working sessions to facilitate more end user engagement

10. 10
Key Dates & Timeline
Hosted Private Cloud Marketplace category August 13
Auto Manufacturer Whitepaper Campaign
(launch of enterprise section)
August 19
Gartner Symposium (WTE deck ready) October 6
Telco World Forum (telco-focused landing page) October 7
Juno Software Release (PR, campaigns) October 16
OpenStack Summit & Analyst Session November 3-7
Superuser Award Winners November 3

11. 11
Key Dates
•Nov 2: Board Meeting
•Nov 3-5: Main Conference & Expo at Le Palais des Congrès
•Nov 3: Analyst Session Breakout
•Nov 4-7: Design Summit at Le Méridien
OpenStack.org/Summit
•Hotel room blocks at Hyatt and Le Méridien (selling out)
•Travel Support Program – deadline Aug 18
•Registration open – early bird deadline Aug 27
•Agenda announced – late August / early September
•Sponsorships available now – deadline Sept 19

12. 12
Themes
•Enterprise adoption and case studies
•App developers & applications running on OpenStack
•Telco adoption and strategies, including NFV
•Data sovereignty and privacy
•Maturing ecosystem, continuing the Marketplace (Marché)
Programs
•Changing keynote format, more room for user stories, in-depth
topical issues and government/industry experts
•Expanding Ops Summit, more days and sessions
•Continuing related OSS project design & working session
•Coordinating with OW2 & OWF for open source week

13. 13
‣ Launched in May with Training, Consulting, Public Clouds,
Distributions & Appliances, and Drivers
‣ New category added to Marketplace today: Hosted Private
Clouds
‣ To participate in the Marketplace, contact
ecosystem@openstack.org

14. 14
‘Win the Enterprise’ Working Group
‣ Teams formed at Atlanta Summit, driven by community
members at Intel and Comcast. Worked on marketing/tech
subteams since the Summit and presented to the Board in July.
‣ Outputs included: SWOT, White Paper/Top 10 Manufacturer,
and Analyst Readouts on Perceptions vs. Realities
‣ Post board meeting: will continue to operate together for another
update in Paris on applicable content (use cases and reference
architectures) as well as coordinate with technical teams further.
‣ To get involved, contact Carol Barrett at
carol.l.barrett@intel.com or join the mailing list at
enterprise-wg-request@lists.openstack.org

15. 15
‣ Publication soft launched in May; steadily growing
readership, contributors and content
‣ Now that we have solid base of content and feedback,
starting to promote and drive more traffic to the site
‣ Launching Superuser Awards, to be given out at the
Paris Summit
‣ Call for submissions will open in August and close mid-
September. Nominate your customers!
‣ superuser.openstack.org

16. 16
OpenStack Industry Events Update
• CloudOpen North America: August 20-22, Chicago, IL.
Bronze sponsor, community-staffed booth.
• Software Defined Enterprise World Forum, September 10-
14, London, England. Community panel, session and demo.
• Cloud Connect China, September 16-18, Shanghai. Half
day hands-on workshop Monday, September 16.
• DEVIEW 2014, September 29-30, Seoul, South Korea. Tom
Fifield speaking.

17. 17
OpenStack Industry Events Update
• Cloud Connect Summit @ Interop, September 29-October 3,
New York City, NY. No sponsorship, however…
o Introduction to OpenStack: Enterprise Boot Camp, Sept. 30.
http://ubm.io/1uqc6Dm
o Potential “vendor tech panels”. Worked very well in Las Vegas.
Will be asking for interest from new participants.
o Discounted sponsorship and registrations for OpenStack
community.
• Gartner Symposium/ITExpo, October 5-9, Orlando, FL.
o Standard sponsor, booth, VIP breakfast.
o Providing videos and collateral for member booths.
• Telco Cloud World Forum and SDN & NFV World (co-
located), October 7-8, Dallas, TX. Toby Ford, AT&T, keynoting.

18. 18
OpenStack Industry Events Update
• CloudOpen Europe, October 13-15, Dusseldorf, Germany. Silver
sponsor, small booth. Will request volunteers from community.
• FUTURECOM, Oct 13-15, Sao Paolo, Brazil. 15,000 business level
attendees. Sponsoring booth, local community and user panel, blog
post. Heidi Bretz attending.
• USENIX LISA, November 9-14, Seattle, WA. Sponsorship, booth,
half day tutorial, demo. Will request community support for booth.
Highly recommend this event – 1000+ large scale installation
admins/operators – fantastic audience.
• Gartner Data Center Conference, December 2-5, Las Vegas, NV.
Will sponsor and have a Pavilion, if enough interest.
o 2,500 incredible CIO, CTO level attendees.
o Cost to participate 15K USD
o Please send serious interest to kathyc@openstack.org by
Friday, August 15.

19. 19
OpenStack 2015 Industry Events: Early Planning
• Cloud Expo Europe, March 11-12, 2015, London, England.
Kiosks available in OpenStack section of “OpenCloud Park”
for 4,500 GBP.
• World Hosting Days (WHD.global), March 24-26, 2015,
Europa Park, Rust, Germany. Sponsorship, booth or
community area, VIP dinner
o Other events/coming soon
o Events Calendar on OpenStack Marketing portal
http://www.openstack.org/marketing

20. 20
Get Involved
‣ Join the ‘Win the Enterprise’ working group:
‣ enterprise-wg-request@lists.openstack.org
‣ Contribute to the content team:
‣ Meetings every other Thursday
‣ openstack-content@lists.openstack.org
‣ Join the Industry Analyst team: margie@openstack.org
‣ Participate in the Paris Summit (openstack.org/summit):
‣ Hotel rooms, sponsorships, early bird reg deadline Aug 27
‣ List your products in the Marketplace: ecosystem@openstack.org
‣ Nominate your customers for the Superuser Award (coming soon)!
openstack.org/marketing

21. 21
Who to Contact on the Foundation Team?
Lauren Sell
lauren@openstack.org
Media & Analyst Relations
Messaging
Community Working Groups
OpenStack Summits & events
Kathy Cacciatore
kathyc@openstack.org
Industry events
Content development & Win the
Enterprise
Claire Massey
claire@openstack.org
OpenStack Summits
Regional community events &
branding
Shari Mahrdt
shari@openstack.org
Support for Summits / events /
social media / community
management team
Margie Callard
margie@openstack.org
Analyst Relations
Commercial logo programs
Case studies
Content development & Win the
Enterprise
Allison Price
allison@openstack.org
Social Media
OpenStack Update newsletter
openstack.org/user-stories
Superuser Magazine
openstack.org/foundation/staff