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OpenStack Marketing Plan - Community Presentation

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OpenStack Marketing Plan - Community Presentation

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An overview of the 1H2016 OpenStack Marketing Plan shared with the marketing community during our regular calls. Learn more at https://wiki.openstack.org/wiki/Governance/Foundation/Marketing#Open_Marketing_Meetings_2016

An overview of the 1H2016 OpenStack Marketing Plan shared with the marketing community during our regular calls. Learn more at https://wiki.openstack.org/wiki/Governance/Foundation/Marketing#Open_Marketing_Meetings_2016

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OpenStack Marketing Plan - Community Presentation

  1. 1. OpenStack Marketing 2015 HIGHLIGHTS & 2016 PREVIEW
  2. 2. 2 2015 Highlights: Events Vancouver Summit: • 6,000+ attendees from 55 countries • 319 sessions • 86 media & analysts Tokyo Summit: • 5,100+ attendees from 56 countries • 292 sessions • 100+ media & analysts OpenStack sponsorship at other industry events: • OSCON • PYCON • Gartner Catalyst • Gartner Symposium • Cloud Expo Europe • Connect AU • FOSDEM • CloudCamp Bangladesh 13 OpenStack Days hosted worldwide
  3. 3. 3 2015 Highlights: Content White papers: • Exploring Opportunities: Containers • OpenStack, Adding Speed and Agility to Virtualized Infrastructure with OpenStack • Expediting Digital Workflow with OpenStack •Booklet: OpenStack: A Business Perspective •Collateral: OpenStack: An Overview •Case studies: In-depth: Intel IT and Adobe Digital Marketing, Kilowatts for Humanity, NTT Resonant, FICO, DigitalFilm Tree •Marketing campaigns accounted for 70,000+ website visits and 10,000+ downloads of collateral, including workload-specific whitepapers Superuser •Two print magazines published •Superuser TV launched with 20+ segments •85% growth in unique visitors to Superuser •Superuser award winners: Comcast & NTT Group
  4. 4. 4 2015 Highlights: Metrics • The OpenStack social media audience grew by 47% in 2015 with the most growth on LinkedIn where the audience grew by 85% • Have news to share? Email socialmedia@openstack.org so we can help promote your announcements and events. • Total website visits increased 27% and the number of unique visitors increased by 33% • Marketing campaigns accounted for 10,000+ downloads of collateral, including workload-specific whitepaper • 3 new Gold Members and 40 new corporate sponsors joined the Foundation Community size in December 2015 Growth Twitter 108,459 30,686 (+39%) Facebook 11,002 4,470 (+68%) LinkedIn 26,863 12,341 (+85%) LinkedIn OS Group 40,512 12,506 (+45%) LinkedIn WOS Group 582 251 (+43%)
  5. 5. 5 2015 Highlights: PR & AR Press metrics & top announcements • Google & Kubernetes announcement • Training • Interoperability • COA: Certified OpenStack Administrator Top analyst reports • OpenStack is Ready For Business - Are You? (Forrester) • Total Economic Impact - Major global retailer (Forrester)
  6. 6. 6 2016 Strategy & Key Messages
  7. 7. 7 Foundation focus: 2016 is the year of User Experience Better UX for operators & architects Better UX for app developers Better UX for community members
  8. 8. 8 Marketing goals • Create a home for new audiences including telecom and ISVs • Position OpenStack as the easiest path to cloud with an ecosystem of support • Promote ecosystem companies including increasing marketplace traffic and outbound leads • Increase support and involvement of marketing community, portal, tools • Increase Summit user attendance & satisfaction
  9. 9. 9 Execution strategy Content: Focus on key messages and deliverables on specific audiences. •Uplevel enterprise story from operators to architects and CIOs •Increase exposure to app developers, telecom •Target audiences with specific content on the web & email campaigns •Align with organizations such as OPNFV and Kubernetes Address major concerns about OpenStack (e.g. training, complexity) through user stories and proof points Sponsor industry events reaching new audiences and support ecosystem companies with assets & content they can leverage
  10. 10. 10 Positioning strategy 1.Change the perception of OpenStack from “complex and challenging to implement” to “clear and the easiest path to cloud.” 2.WHY: The benefits of cloud computing: a. Cloud is a requirement for an agile, scalable, adaptable IT infrastructure b. Mitigating risk: OpenStack is both vendor and tech agnostic, to make change easier to handle 3.HOW: Strong ecosystem of vendor support; training; onboarding content 4.WHAT’S NEXT: OpenStack is a strategy for growth: It is a way of future-proofing your infrastructure, a platform for the next decade, a path to production for new technologies
  11. 11. 11 Monthly campaigns
  12. 12. 12 2016 Plan: Events
  13. 13. 13 OpenStack Summits Austin, April 25 – 29 • Registration is open: Prices increase in early March • Call for Speakers is currently open and closes on February 1 • March 8 is the last day to sponsor the Austin Summit Barcelona, October 25 - 28 • More information coming soon
  14. 14. 14 Austin Summit Official Community Event • Rainey Street: Quarter mile stretch of 17 bars, restaurants and food trucks located less than half a mile from the Convention Center • An immersive Austin experience featuring seven live music stages, authentic barbecue and tex-mex, stand up comedy, and plenty of surprises throughout the evening • Sponsorship deadlines quickly approaching, a few spots remain • Headline: Late January • Premier/Spotlight/Startup: Mid-February • For more information please visit: https://www.openstack.org/summit/austin-2016/sponsors/
  15. 15. 15 Summit Deadlines • February 1 - Call for Speakers submission deadline • February 9 - Deadline to apply for the Travel Support Program • Early March - Early bird pricing ends • March 8 - Last day to sign the sponsor contract • April 19 - Deadline to apply for a visa invitation letter
  16. 16. 16 OpenStack Days • Seoul: February 18th • Tel-Aviv: June 2nd • Budapest: June 6th • Prague: June 8th • Cologne: June 21st and 22nd • Tokyo: June 6th and 7th • Taipei: July 12th • China: July 14th • Houston: July 28th and 29th
  17. 17. 17 Industry Events • *FOSDEM, Jan 30-31, Brussels • *Container World, Feb 16-18, Santa Clara • KubeCon, March 10-11, London • Open Networking Summit, March 14-17, Santa Clara • World Hosting Days, March 15-17 Rust Germany • Big Communications (Light Reading, Telco) May 24-25, Austin • *Cloud Foundry Summit, May 24-25, Santa Clara • *PyCon, May 28-June 5, Portland • OpenPlatform for NFV Summit, June 20-23, Berlin • DockerCon, June 20-21, Seattle • *Gartner Catalyst, August 15-18, San Diego • Next Generation Mobile Networks Industry Conf and Expo, Oct 12-13, Frankfurt, Germany • SuperComputing, Nov 13-18, Salt Lake City
  18. 18. 18 Events support Here’s what we’re creating to support the OpenStack community at events year-round: OpenStack 101 deck - A modifiable presentation that presents a high-level overview of OpenStack’s organization, technology, use case highlights and ecosystem. Available to speakers anywhere. OpenStack event animation - A 30- to 60-second kinetic animation clip that explains “What is OpenStack and why might I use it?” for use in general tech conferences, email signatures, and social properties. Available for use by any OS commercial member, and can be modified to add the company’s own logo.
  19. 19. 19 Superuser • Superuser Awards nominations open first week of February through mid- March • New awards category promotes both small & large OpenStack use cases • Two print publications distributed in 2015 - third edition will be available at the Austin Summit • 20+ Superuser TV episodes aired in Tokyo, featuring community members and projects. Want to contribute or be featured? Email superusertv@openstack.org • Open to community contributions, case studies and feedback. Email editor@openstack.org.
  20. 20. 20 Community Working Groups – Get Involved! Analyst relations •Share intel, collaboratively build report schedule; review reports to provide feedback; help drive marketshare report in 2015 •Join the mailing list to learn about upcoming meetings Content team •Get involved in upcoming content campaigns and get a preview of campaigns prior to launch •The next meeting is next Tuesday, January 19 at 2pm CT / 8pm UTC •Join us! Enterprise working group •Identify and remove barriers to Enterprise adoption and deployment of OpenStack •Weekly meetings, Thursday at 9 am PT • Wiki: https://wiki.openstack.org/wiki/Enterprise_Working_Group
  21. 21. Thank you!

Hinweis der Redaktion

  • Session totals DO NOT include Design Summit and Ops Summit sessions
  • Focus (with David Flanders) on reaching app dev community,
    User Survey & sharing more of that data
    UX for community = make better events, support,
    This is positioning strategy - thinking behind is easiest path to cloud
  • The open infrastructure community
    one platform… technology agnostic…
    bimodal IT… need a message (we’re both… depends on how deployed… SPOG)... inquiry w/Donna Scott
    enabling platform for containers, well aligned with PaaS, container management and developer tools - not in opposition
  • easy path to cloud (path to containers, path to NFV)
    Should we include a view into the audience matrix - architect/ VP of Infrastructure
  • Agility / type 2 cloud / bi-modal IT
    Only platform that allows for type 2 plus management of legacy...One platform for VMs, containers, bare metal “best candidate for cross-platform API”
    And it will take you into the future...Platform for the next decade, sustainability, innovation

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