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OpenStack August 2014 Marketing Meeting


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In this OpenStack community marketing meeting, we'll discuss 2H 2014 plans, including target audiences, campaigns, content development, events and the Paris Summit.

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OpenStack August 2014 Marketing Meeting

  1. 1. OpenStack Open Marketing Meeting August 13, 2014
  2. 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. 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. 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. 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. 6 2H Focus: Drive Adoption Across Three Audiences ‣ Enterprise Decision Maker ‣ Telco / Service Provider Decision Maker ‣ App Developers
  7. 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 ‣ 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. 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. 9 App Developers / End Users ‣ Key Messages & Topics: Open platform and APIs, Flexibility, Portability, Targeting OpenStack clouds ‣ Calls to Action:, 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 (Nov target) ‣ Paris Summit: Larger ‘Targeting OpenStack Clouds’ track and possible working sessions to facilitate more end user engagement
  10. 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. 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 •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. 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. 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
  14. 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 or join the mailing list at
  15. 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! ‣
  16. 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. 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. 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. 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 by Friday, August 15.
  19. 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 (, 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
  20. 20. 20 Get Involved ‣ Join the ‘Win the Enterprise’ working group: ‣ ‣ Contribute to the content team: ‣ Meetings every other Thursday ‣ ‣ Join the Industry Analyst team: ‣ Participate in the Paris Summit ( ‣ Hotel rooms, sponsorships, early bird reg deadline Aug 27 ‣ List your products in the Marketplace: ‣ Nominate your customers for the Superuser Award (coming soon)!
  21. 21. 21 Who to Contact on the Foundation Team? Lauren Sell Media & Analyst Relations Messaging Community Working Groups OpenStack Summits & events Kathy Cacciatore Industry events Content development & Win the Enterprise Claire Massey OpenStack Summits Regional community events & branding Shari Mahrdt Support for Summits / events / social media / community management team Margie Callard Analyst Relations Commercial logo programs Case studies Content development & Win the Enterprise Allison Price Social Media OpenStack Update newsletter Superuser Magazine