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OpenStack 2015 Marketing Plan

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OpenStack 2015 Marketing Plan

  1. 1. OpenStack Marketing 2014 Highlights & 2015 Preview
  2. 2. 2 Agenda • 2014 Marketing Metrics & Highlights • 2015 Themes & Initiatives • Update on Key Activities - Events - Campaigns & Case Studies • Foundation Marketing Team & Working Groups • We’re Hiring!
  3. 3. 3 2014 Highlights
  4. 4. 4 2014 Highlights 1. Atlanta & Paris Summits 2. Major brands speaking about OpenStack at Summits, events, case studies 3. Social Media & Web Traffic • New look & feel • Marketplace • Top 10 Automaker case study / integrated campaign
  5. 5. 5 OpenStack Summit Atlanta: May 2014
  6. 6. 6 OpenStack Summit Paris: November 2014
  7. 7. 7 New Case Studies • Launched Superuser Magazine! • BMW • Wells Fargo • Overstock.com • BBVA • Disney • Sony • Cloud & Heat • Verizon
  8. 8. 8 OpenStack.org New Look & Feel
  9. 9. 9 Marketplace Launch • 65+ products & services in the Marketplace (not including drivers) • Added Hosted Private Cloud category in August • 570,503+ page visits • 30% increase in Marketplace traffic after OpenStack.org redesign
  10. 10. 10 Automaker Whitepaper Campaign Results: • 27,000+ page visits • 3,683+ whitepaper downloads • Collaborated with ecosystem member Solinea on the case study • Worked closely with Win the Enterprise team and marketing community on promotion • Launching point for new enterprise section on OpenStack.org; building out additional pages by workload
  11. 11. 11 Social Media & Web Traffic Growth 2013 2014 Website Traffic 6,322,049 9,903,342 Unique Visitors 2,951,456 4,913,069 (50%) Marketplace Traffic N/A 570,503 Marketplace Unique Visitors N/A 434,391 (76%) Community Size in Jan 2014 Community Size in Dec 2014 Network Growth Twitter 32,544 77,773 45,229 (+139%) Facebook 4,687 6,532 1,845 (+39%) LinkedIn 7,066 14,522 7,456 (+106%) LinkedIn OS Group 15,546 28,006 12,460 (+80%) LinkedIn WOS Group 141 331 190 (+135%)
  12. 12. 12 2015 Preview
  13. 13. 13 Situational Context ‣ In 2014, Board of Directors defined OpenStack core for downstream products with capabilities & code for Havana; in 2015 Foundation implements product testing for logo programs and Marketplace ‣ The Technical Committee has also started examining the scope of OpenStack and are considering new project classification & tagging program, which could provide more flexibility and context for users as they’re adopting different components of OpenStack ‣ After BMW, BBVA, Disney, Wells Fargo and major brands spoke about using OpenStack in 2014, we’re moving past “where are the users” question to the more sophisticated “why? what is the value?” ‣ Next frontier is end users, how enterprise teams drive adoption among internal end users, and how public clouds can attract developers to build on OpenStack APIs
  14. 14. 14 What’s next for OpenStack? Make OpenStack the most attractive platform for applications with a consistent and interoperable experience across clouds and a thriving ecosystem of tools
  15. 15. 15 2015 is the year of INTEROP
  16. 16. 16 Marketing Initiatives 1. Demonstrate the value of being part of a global network of public / private clouds running common IaaS services 2. Articulate evolution of the software platform to a tighter, stable core, with a large ecosystem of innovation 3. As a defined target with open APIs, position OpenStack as the best platform for building and running cloud applications
  17. 17. 17 1) Global Network of Cloud Deployments ‣ DefCore policy becomes reality; roll out new testing and logo program to give users confidence in OpenStack-branded solutions ‣ Updates to Marketplace based on product test results; continue to promote Marketplace as call to action ‣ Demonstrate hybrid cloud workload federation via case studies and potential Summit presentation ‣ Develop messaging around the power of a global cloud network for workload portability, standard APIs, vendor & geographical choice
  18. 18. 18 2) Next Phase of Cloud Innovation ‣ Communicate evolution of the software platform to a tighter, stable core balanced with an even greater ecosystem of innovative services (more next slide) ‣ Articulate the benefits of stable core services through enterprise case studies and example reference architectures ‣ Continue to position OpenStack as the center of cloud innovation, with support for a diverse set of technologies and well-positioned to capitalize on emerging tools like containers
  19. 19. 19 Preview: Evolution of Integrated Software Release ‣ Artist formerly known as the “big tent” ‣ Technical committee is considering evolution of “integrated release” to a more sophisticated tag / classification system. There would still be a coordinated release, but it would be smaller than the current integrated release ‣ Presents a large opportunity from marketing perspective to message stable, solid core and ecosystem of innovation ‣ These changes will also have broad impacts on our taxonomy, marketing cadence, etc. ‣ Expect to communicate changes around Kilo release, since it will be “last” integrated release, as well as the Vancouver Summit ‣ It’s still very early! This is a multi-month process and proposals are still evolving; nothing is set in stone
  20. 20. 20 3) Building on OpenStack ‣ In the last year, application ecosystem and API working groups have spun up to support next level users ‣ Application ecosystem team tackling reference app and documentation in 2015; which we can promote and use as a call to action for collateral and possibly new industry events ‣ Building out openstack.org/enterprise and developing reference architectures by workload ‣ Plans to expand the Marketplace for tools & applications later in 2015
  21. 21. 21 Key Activities: Events ‣ OpenStack Summits in Vancouver & Tokyo ‣ Industry events calendar ‣ Moving away from direct sponsorship to enabling ecosystem ‣ Evolution of “OpenStack Days” ‣ Updates to community events policy ‣ Online store with kits for user groups, industry events and regional OpenStack Days
  22. 22. 22 ‣ Important Deadlines for Vancouver: ‣ Registration is now open! ‣ Sponsor contract online TOMORROW, January 28th ‣ Speaking submissions due February 9th ‣ Tokyo, October 26 – 29, 2015 ‣ Early prospectus available in the next few weeks
  23. 23. 23 2015 Top Industry Event Sponsorships ‣ Global events calendar: http://bit.ly/1CIG2xE ‣ Large sponsorships/Foundation organization: ‣ Cloud Expo Europe, March 11-12, London ‣ PyCon, April 8-16, Montreal ‣ ConnectAU, April 21-22, Melbourne ‣ OSCON, July 20-24, Portland ‣ Gartner Catalyst, August 10-13, San Diego ‣ Gartner Symposium, October 4-8, Orlando ‣ Supercomputing, November 15-20, Austin ??
  24. 24. 24 OpenStack Days • Working on new template for regional and vertical- specific OpenStack community events to provide more branding guidance, resources and assets • This work will evolve current events guidelines, which can be found at: https://www.openstack.org/brand/event-policy/ • Currently scheduled events:
  25. 25. 25 Key Activities: Campaigns & Case Studies ‣ Launch integrated campaign series by workload (with anchor case study and/or whitepaper) ‣ Commission marketshare/adoption report (analyst relations team) ‣ Superuser Magazine (superuser.openstack.org) ‣ Continue to promote OpenStack Marketplace as the call to action, launch updates throughout the year
  26. 26. 26 Integrated Campaigns – More Detail ‣ Building out openstack.org/enterprise section; goal of five campaigns in 2015 ‣ Based on workload / common use case with anchor whitepaper or case study wrapped with supporting content ‣ Reference Top 10 automaker whitepaper: http://www.openstack.org/enterprise/ ‣ Potential topics: ‣ Integrating and managing legacy applications / infrastructure ‣ Enabling software development ‣ Workload portability, hybrid cloud and federation scenarios ‣ Big data / analytics
  27. 27. 27 Foundation Team & Working Groups
  28. 28. 28 OpenStack Foundation Points of Contact Shari Mahrdt Marketing Coordinator Summits & global events shari@openstack.org Claire Massey Marketing Manager Summits, global events claire@openstack.org Allison Price Marketing Coordinator Case studies, social media allison@openstack.org Kathy Cacciatore Consulting Mktg Manager Content, Win the Enterprise & industry events kathyc@openstack.org Lauren Sell Marketing & Community Services Product branding, PR/AR, content lauren@openstack.org
  29. 29. 29 Extended Team ‣ Media / Analyst Relations ‣ US & Team Lead: Robert Cathey, Cathey Communications (robert@cathey.co) ‣ Europe: Speakeasy Strategies (rponcelet@speakeasystrategies.com) ‣ Asia: Currently evaluating firms! Please send leads ‣ Superuser Magazine ‣ Jones-Dilworth & Nicole Martinelli (editor@superuser.org) ‣ Logo Programs & Trademark Questions ‣ Lisa Miller (logo@openstack.org) ‣ OpenStack Summits & Major Event Production ‣ FNtech (events@openstack.org)
  30. 30. 30 Community Working Groups – Get Involved! • Analyst relations ‣ Share intel, collaboratively build report schedule; review reports to provide feedback; help drive marketshare report in 2015 ‣ Margie stepping back, Lauren & Robert to help drive team in the interim ‣ Content team ‣ Difficulty making traction last year; looking for interest and also making new content hire to help coordinate community effort ‣ Win the Enterprise marketing/business team ‣ Weekly meetings, Wednesday at 7 am PT / 9 am ‣ https://wiki.openstack.org/wiki/Win_the_Enterprise ‣ Telco Working Group (covers NFV) ‣ Application Ecosystem Working Group
  31. 31. 31 We’re Hiring!! • Marketing Content Manager • Membership Manager • Ecosystem Manager • App Dev Community Coordinator • Marketing Interns • Potentially looking for project-based help to support a few industry events See all the open positions: http://www.openstack.org/community/jobs/? foundation=1 Please tell your friends!
  32. 32. Thank you!

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