Breaking the Kubernetes Kill Chain: Host Path Mount
Os Kelly
1. Leveraging Your Developer Network as
a Competitive Weapon
Denise M Kalos
O’Reilly Media, Inc.
Andrew Kelly
Cognisync LLC
July 26, 2007
Cognisync
2. WEAPON
(wěp'ən) “A means used to defend against or
defeat another: Logic was her weapon.”
Cognisync
3. Community as a competitive weapon?
Communities perform actions
Leveraged to support corporate objectives
Community activity results in “hard to recreate” data
Builds competitive barriers
Pool of participants is finite
People are loyal to their friends/community
Loyalty influences buying decisions
Cognisync
4. Turn community into a weapon
Breakdown Legacy
Departmental Silos
Truly Capture
User Mindshare
Leverage Resulting
Community Activity
Cognisync
5. What is today’s Corporate “Devnet”?
A web presence by a company with a purpose to
interface with external developers
Purpose is to:
Accelerate Development and Innovation
Build Developer Loyalty
Market Products/Services
Generate Leads
Devnets are Important if…
A company’s objectives rely on the technical prowess of external
developers
A company requires proliferation of a technology to succeed
Cognisync
6. Developer Network Maturity Model
Level 6 Community Self-Sustaining
Leveraged Sponsor Leveraging Activities
Federation Activities Occurring
Co-development Occurring
Web 2.0
Strong Community Identity – Voice,
Level 5
Communications Tools integrated,
Productive
aligned and managed Assets
Continuously improved Multi-directional
Collaboration Metrics are gathered
Level 4 Actively engage the community in a dialogue
around topics and technologies of mutual interest
Proactive
for the purpose of creating awareness and
sharing community knowledge & information
Discrete Communication Tools Available
Level 3
Broad Asset Portfolio Supplied
Supportive
Possible Support Capabilities
Traditional
Level 2 Technical Information Provided
Provisional Basic Assets Provided (SDK, etc)
Support is Documented
Level 1 Marketing Information Provided
Informational Links to External Resources
Cognisync
7. Corporate Portals – Today’s State
Acme
Software Company
Alliances and Professional Open Source IT or Marketing
Engineering Application Support
Partner Programs Services Program Office Group
Support Portal SourceForge? Devnet
Partner Portal
• Knowledgebase • Downloads
• Partner Information
• CRM System • Forums
• Partner Links
• Whitepapers
• Partner Application
Cognisync
8. Current Portal Strategy Drawbacks
Company-customer interaction is serial
Best practices are not proliferated
Partner-company-customer interaction does not exist
Support is application-centric, not solution-centric
Support is not scalable
Infrastructure not architected for integration or
collaboration
Cognisync
9. Corporate Portals – Tomorrow’s State
Acme
Software Company
Alliances and Professional Open Source IT or Marketing
Engineering Application Support
Partner Programs Services Program Office Group
Role-based Professional Services
Access Projects
Open/Gated Source
Premium Access to Projects
Support
Partner-Customer
User-contributed Interaction
Knowledgebase
Acme User Community
Cognisync
10. Community Impact on Product Lifecycle
Community Effect
Strong Developer
Community
Product Sales
ROI
Weak Developer
Community
Extended
Maturity
Introduction Growth Maturity Decline
Product Lifecycle Stages
Cognisync
11. Why Act Now?
Definition of Consumer is being redefined
Consumers aren’t waiting for answers
Is it too much?
Is it good information?
Where’s the opportunity?
Global communities/friends
Trust
Sharing
Learning
Virtual visibility and recognition among peers is paramount
New approach to marketing
The audience becomes your advocate
Openness is the rule
Cognisync
12. Challenges
How do we build a thriving community and also meet our
business objectives?
What is the right mix of information, resources and tools?
People 90%, Technology 10%?
How much do we share?
How to we harness what is in the mind of the developer,
partner, client, etc.?
How do we leverage the network effect?
How do we earn loyalty?
Where is the ROI?
Cognisync
13. Solution Approach – Think Strategically
Have an agreed upon overarching goals
Clearly define various departmental objectives
Understand current capabilities
Clearly understand external community environment
(competition, partners, suppliers, etc.)
Craft community long-term community strategy
Cognisync
14. On-line Relations - Program Management
Triad
on
Co
ati
mm
icip
ar t
un
ity
dP
Ne
an
ed
nt
s
me
Aw
lig n
Community
a ren
rA
es
so
s
on
Sp
Community-centric Infrastructure
Cognisync
15. Sponsor Needs:
tion
Co
ipa
mm
Support Objectives
rtic
uni
Pa
ty N
and
Drive Sales
eed
nt
s
me
Reduce Support Costs
Aw
DEVNET
n
Alig
are
Support Partner Programs
nes
sor
s
on
Provide Marketing Data
Sp
Disrupt Competition Community-centric Infrastructure
Transform the Enterprise
Proliferate FOSS culture inside
Stimulate Innovation
Build employee loyalty
Cognisync
16. Community Needs:
tion
Co
ipa
mm
Solve Technical Challenges
rtic
un
Pa
it y
Build Professional Skills
and
Ne
nt
ed
Build Reputation
me
sA
DEVNET
n
Alig
wa
Build Individual Networks
ren
sor
ess
on
Keep Current on Industry Trends
Sp
Drive Partner Business Community-centric Infrastructure
Belong
Be around like-minded people
Express Innovative Ideas
Implement Innovative Ideas
Be a Part of Something Exclusive
Cognisync
17. Infrastructure Needs – Easy as ABC:
tion
Co
ipa
mm
rtic
Attract Users
uni
Pa
ty N
and
eed
Build Community
nt
s
me
Aw
DEVNET
n
Alig
are
Capture the Mind
nes
sor
s
on
Sp
Community-centric Infrastructure
Cognisync
18. Attract Users
tion
Co
ipa
mm
Information Architecture
rtic
uni
Pa
ty N
and
Logical, simple
eed
nt
s
me
User-centric (not company-centric)
Aw
DEVNET
n
Alig
are
Static Content
nes
sor
s
on
Community Goals
Sp
WIFM (What’s In It For Me) Community-centric Infrastructure
Dynamic Content
Relevant, Insightful, Rare, Timely (dedicated editor)
User-focused (no press releases!)
Targeted Documentation (remember the Help need)
Evidence of Community Activity Displayed
Cognisync
19. Build Community
tion
Co
ipa
mm
Guidance
rtic
uni
Pa
ty N
and
Why Participate?
eed
nt
s
me
How to Participate
Aw
DEVNET
n
Alig
are
Open-source-like Registration (easy)
nes
sor
s
on
Communication Activities
Sp
RSS Feeds (in and out) Community-centric Infrastructure
Article Feedback
Surveys/Contests
Voting
Blog
Social Networks
Cognisync
20. Capture the Mind
tion
Co
ipa
mm
Collaborative Capabilities
rtic
uni
Pa
ty N
Document Collaboration
and
eed
nt
Wikis, Forums
s
me
Aw
DEVNET
n
Source Code Collaboration
Alig
are
nes
sor
SVN
s
on
Defect Tracking
Sp
Mailing Lists Community-centric Infrastructure
Product Collaboration
Product Roadmap Involvement
Product Engineering Access
Partner Collaboration
Partner-Company-Client Collaboration
Attitude is a function of control – give up control
Cognisync
21. Putting it Together
Messaging and Promotion Layer: spotlights, contests, featured forum/blog posts, key events, recent news, etc.
A
Navigation Layer: feature-centric view (blogs, forums, downloads, events, article search, wiki, RSS Feeds, etc.)
COIN Layer: Specific Communities of Interest (COINS) per product, technology, solution, etc
Product 1 Wiki Pages Community Tools (all with focus on
participation/contribution)
Product 2
Blogs Forums Spotlights
Product 3 • IUG Content
B
• Best Practices
Technology 1 Learning
Articles APIs/SDKs
• FAQs Resources
Technology 2
• Guidelines
Whitepape Sample
Technology 3 Tagged Content
rs
• How-to’s Code
Etc
Premium Access: Premium KB, Premium Forums, Premium Content, Premium Code
C
Collaborative Project Layer (role-based permissions, project collaborative tools)
Services Client Projects Partner Co-development Projects Open Source Projects
Cognisync
22. It’s All About People
Applied Web 2.0 principles will enable people to behave differently
to think differently
People need exposure to things that will capture their interest to
keep them engaged
People need the right resources available at the right time in the
right form to accelerate innovation
People need a place to find their voice and hear what others have
to say to harness collective intelligence
People need a forum to shine and share their success in
order to build social capital allowing for the mining of top talent
People need to be actively guided to ensure that their energy and
efforts align with strategic objectives
Cognisync
23. The Great Balancing Act
Impact technology trends Drive market adoption
Gain respect and recognition Contribute to lead generation
Increase professional visibility Spur innovation
Develop skills and fulfill potential Improve quality
Reduce development costs
Belong to something special
Be safe to express Create brand loyalty
Create competitive barriers
Work on a reliable system
Sponsor Goals
Community Member Needs
Manage
Launch
Plan and
Construct
Align
Assess
Cognisync
24. Summary – The Holistic Community
User Groups
Customer Support
“The Town Meeting”
“The Walled Garden”
Pro-Services
“The Experts”
COMMUNITY Open and Gated Source
“The Bazaar”
RELATIONS
Developer Network
Partner Relations
“The Town Square”
“Fellow Travelers”
Cognisync
26. Symbian Developer Network
Technology: Java, with Jive forums and Confluence
Wiki
High Points
Easy navigation
Targeted social networking
No link to corporate (“no-spin”)
Seamless integration of tools
Key Successes
Page hits from 900,000 to over 4M in just six months
Community site surpassed corporate site for hits
New components in the pipeline, other silos looking to join
(eyeballs attract attention)
Cognisync
28. BEA dev2dev Developer Network
Technology: Java, with integrated forums, blogs and
project collaboration
High Points
Comprehensive community components
Role-based project capability
Physical user group integration
No link to corporate (“no-spin”)
Key Successes
Considered a benchmark of ISV developer networks
Receiving benefits of community activity (open source plug-ins)
Strong membership loyalty
Transformational Impact on BEA (spawned “arch2arch”)
Cognisync
29. Key Takeaway Points
Communities can be viewed as competitive
weapons
Support cost-reduction and revenue generating
activities
Support capture of finite population of mindshare
Innovative communities are comprised of
diverse individuals with congruent goals
Communities should be viewed as strategic
assets, planned and managed accordingly
Build your community for your community
Cognisync
30. “In the global economy, no man, company or nation is an island. The
bona fide new business rule for competitiveness, ‘collaborate or perish,’
is a global one.”
-- Don Tapscott and Anthony D. Williams
Wikinomics
Contact information:
Denise M Kalos Andrew Kelly
Vice President, Corporate Solutions Founder/CEO
O’Reilly Media, Inc. Cognisync, LLC
denise@oreilly.com arkelly@cognisync.com
Cognisync
