This document discusses Docker's community marketing strategies. It notes that community represents 80% of Docker's marketing with a lower budget but higher conversion rate than traditional marketing. It emphasizes that the community is not owned by the company but that the company should focus on contributing value to the community. It provides tips for engaging communities on platforms like Hacker News, Twitter, meetups and content creation to build connections between community members.
Effectively Market Your Events and Your CommunitySarah Page
Presentation given during the Texas Midwest Community Network annual conference in Abilene, TX on October 23, 2013. Presentation is entitled "Effectively Market Your Events and Your Community".
What's All the Fuss About Pinterest & Why Should I Care? #SMM12AnalogFolk
Presentation made at Social Media Marketing 2012 on October 25th.
Dispelling the myth that Pinterest is solely the preserve of middle aged American women pinning about cupcakes.... with a couple of cupcakes.
Effectively Market Your Events and Your CommunitySarah Page
Presentation given during the Texas Midwest Community Network annual conference in Abilene, TX on October 23, 2013. Presentation is entitled "Effectively Market Your Events and Your Community".
What's All the Fuss About Pinterest & Why Should I Care? #SMM12AnalogFolk
Presentation made at Social Media Marketing 2012 on October 25th.
Dispelling the myth that Pinterest is solely the preserve of middle aged American women pinning about cupcakes.... with a couple of cupcakes.
Going Social: Fernie Chamber of Commerce Feb 24Aerin Guy
Going Social: a workshop designed to explore the possibilities of the web and social media for small business. Delivered to a lovely audience at the Fernie Chamber of Commerce on February 24, 2011.
How to develop and deliver your content strategyAnalogFolk
Click on the notes tab to see speaker notes (not available in embeds).
Creating content for the always-on lives brands now live is intrinsically different to creating advertising content. I delivered this talk at Digital Shoreditch to pull apart those differences in the processes in an effort to explain how to develop and deliver content that bridges the gap between campaigns.
The talk is a whistle stop tour of a process we've developed at AnalogFolk squeezed into 15 minutes. The media analogy to the economic concept of Stock & Flow was introduced by Robin Sloan and is one we've embraced at AnalogFolk. Thanks go out to Noah Brier for drawing attention to it in his excellent AdAge article.
Thanks go out to Matt Dyke for his oversight and the always excellent Kate Sigrist for the sexy divider charts.
"Coca Cola is no longer about creative excellence, but content excellence. Burberry is "as much a media-content company and a design company". Red Bull Media House originate feature-length films from their own film crews and music from their own studio. Facebook and Twitter no longer want media spend to sell ads, but to generate reach for content. Consumers don't want ads, they want good content.
In this talk we're going to explore how agencies can lead the content generation process from ideation to partnership to delivering and seeding content across social platforms to maintain an always-on content strategy. We will bring our strategies to life by referring to successful case studies throughout the talk.
Questions answered :
How do I create content for my clients?
How can I create low/no budget content?
How do I focus on the right platforms?
How can I deliver an always-on content calendar?
How can I improve my content-creation process from receiving the brief to delivery?"
Understanding the basics of social media and how it can be used to benefit you personally and professionally.
This presentation was originally designed for and presented to Funglode in the Dominican Republic.
Great social media execution is a powerful new weapon in Search Engine Optimization (SEO) that can lead to top search rankings for your company. Today, over 50% of Google searches for major brands turn up user-generated content, blog articles and other social media related content. However, most fail to deliver even close to the desired results.
Of the three pillars of SEO (content, architecture, and links), it’s the “link authority” pillar that’s usually the weakest. If only it weren’t so darned difficult and time-consuming to acquire high quality, relevant links! Yet without such links, you won’t be able to earn the trust, authority and importance required to rank well in search results, and your optimization efforts will fall short.
So, how do you solve this?
To answer that, author and consultant Stephan Spencer shares how to deploy a structured process via social media that can help your company be found – and stand out – in search engine results.
To contact Stephan directly or look at more of his videos, interviews, and articles, check out his website at www.stephanspencer.com
Writers Workshop 2015 - Joining the Conversation: Fundamentals of Social MediaMelanie Parlette-Stewart
f you are serious writer, having an online social media presence is something that can work to your advantage. You can use social media to market a book, yourself, or an organization. Social media is one of the most important tools we can use for marketing and communication. Learn about popular social media tools such as Facebook, Twitter, Pinterest, YouTube, Instagram, and blogging. This workshop will explore best practices for engagement and getting the conversation going. Other issues covered will include managing risk, analytics, picking the best tools for your strategy, and privacy.
Whether you’re building a community or a personal brand, this workshop will provide you with tips and tools to get you started on developing an effective social media plan.
Gerton ten Ham explores how Tricode started working with Magnolia CMS in Spring 2013, what they have learnt and what their big goal is - specifically, how they envision a SaaS solution that's specifically powered by Magnolia.
Build Your Own SaaS using Docker. A proof of concept with a simple Memcached SaaS.
See the Memcached as a service application in action at http://www.memcachedasaservice.com
Find the source code on GitHub: https://github.com/jbarbier/SaaS_Memcached
Securing MongoDB to Serve an AWS-Based, Multi-Tenant, Security-Fanatic SaaS A...MongoDB
MongoDB introduces new capabilities that change the way micro-services interact with the database, capabilities that are either absent or exist only partially in high-end commercial databases such as Oracle. In this session I will share from my experiences building a cloud-based, multi-tenant SaaS application with extreme security requirements. We will cover topics including considerations for storing multi-tenant data in the database, best practices for authentication and authorization, and performance considerations specific to security in MongoDB.
App Dev in the Cloud: Not my circus, not my monkeys...Eric D. Schabell
When faced with all the hype around Cloud, most application developers are not really all that excited. Maybe you get that feeling that it isn't your problem, just leave me to my applications. Let me show you why, as an application developer, you can't ignore your Cloud stack anymore.
We will examine your Cloud stack anxieties and provide you with a solutions to ease you into your first private PaaS on your own local machine that you can install in just minutes. Finally you will be given a myriad of examples to take home with you to take control of this circus and own the monkeys!
http://www.schabell.org/2016/12/codemotion-rome-2017-app-dev-in-cloud-monkeys.html
Going Social: Fernie Chamber of Commerce Feb 24Aerin Guy
Going Social: a workshop designed to explore the possibilities of the web and social media for small business. Delivered to a lovely audience at the Fernie Chamber of Commerce on February 24, 2011.
How to develop and deliver your content strategyAnalogFolk
Click on the notes tab to see speaker notes (not available in embeds).
Creating content for the always-on lives brands now live is intrinsically different to creating advertising content. I delivered this talk at Digital Shoreditch to pull apart those differences in the processes in an effort to explain how to develop and deliver content that bridges the gap between campaigns.
The talk is a whistle stop tour of a process we've developed at AnalogFolk squeezed into 15 minutes. The media analogy to the economic concept of Stock & Flow was introduced by Robin Sloan and is one we've embraced at AnalogFolk. Thanks go out to Noah Brier for drawing attention to it in his excellent AdAge article.
Thanks go out to Matt Dyke for his oversight and the always excellent Kate Sigrist for the sexy divider charts.
"Coca Cola is no longer about creative excellence, but content excellence. Burberry is "as much a media-content company and a design company". Red Bull Media House originate feature-length films from their own film crews and music from their own studio. Facebook and Twitter no longer want media spend to sell ads, but to generate reach for content. Consumers don't want ads, they want good content.
In this talk we're going to explore how agencies can lead the content generation process from ideation to partnership to delivering and seeding content across social platforms to maintain an always-on content strategy. We will bring our strategies to life by referring to successful case studies throughout the talk.
Questions answered :
How do I create content for my clients?
How can I create low/no budget content?
How do I focus on the right platforms?
How can I deliver an always-on content calendar?
How can I improve my content-creation process from receiving the brief to delivery?"
Understanding the basics of social media and how it can be used to benefit you personally and professionally.
This presentation was originally designed for and presented to Funglode in the Dominican Republic.
Great social media execution is a powerful new weapon in Search Engine Optimization (SEO) that can lead to top search rankings for your company. Today, over 50% of Google searches for major brands turn up user-generated content, blog articles and other social media related content. However, most fail to deliver even close to the desired results.
Of the three pillars of SEO (content, architecture, and links), it’s the “link authority” pillar that’s usually the weakest. If only it weren’t so darned difficult and time-consuming to acquire high quality, relevant links! Yet without such links, you won’t be able to earn the trust, authority and importance required to rank well in search results, and your optimization efforts will fall short.
So, how do you solve this?
To answer that, author and consultant Stephan Spencer shares how to deploy a structured process via social media that can help your company be found – and stand out – in search engine results.
To contact Stephan directly or look at more of his videos, interviews, and articles, check out his website at www.stephanspencer.com
Writers Workshop 2015 - Joining the Conversation: Fundamentals of Social MediaMelanie Parlette-Stewart
f you are serious writer, having an online social media presence is something that can work to your advantage. You can use social media to market a book, yourself, or an organization. Social media is one of the most important tools we can use for marketing and communication. Learn about popular social media tools such as Facebook, Twitter, Pinterest, YouTube, Instagram, and blogging. This workshop will explore best practices for engagement and getting the conversation going. Other issues covered will include managing risk, analytics, picking the best tools for your strategy, and privacy.
Whether you’re building a community or a personal brand, this workshop will provide you with tips and tools to get you started on developing an effective social media plan.
Gerton ten Ham explores how Tricode started working with Magnolia CMS in Spring 2013, what they have learnt and what their big goal is - specifically, how they envision a SaaS solution that's specifically powered by Magnolia.
Build Your Own SaaS using Docker. A proof of concept with a simple Memcached SaaS.
See the Memcached as a service application in action at http://www.memcachedasaservice.com
Find the source code on GitHub: https://github.com/jbarbier/SaaS_Memcached
Securing MongoDB to Serve an AWS-Based, Multi-Tenant, Security-Fanatic SaaS A...MongoDB
MongoDB introduces new capabilities that change the way micro-services interact with the database, capabilities that are either absent or exist only partially in high-end commercial databases such as Oracle. In this session I will share from my experiences building a cloud-based, multi-tenant SaaS application with extreme security requirements. We will cover topics including considerations for storing multi-tenant data in the database, best practices for authentication and authorization, and performance considerations specific to security in MongoDB.
App Dev in the Cloud: Not my circus, not my monkeys...Eric D. Schabell
When faced with all the hype around Cloud, most application developers are not really all that excited. Maybe you get that feeling that it isn't your problem, just leave me to my applications. Let me show you why, as an application developer, you can't ignore your Cloud stack anymore.
We will examine your Cloud stack anxieties and provide you with a solutions to ease you into your first private PaaS on your own local machine that you can install in just minutes. Finally you will be given a myriad of examples to take home with you to take control of this circus and own the monkeys!
http://www.schabell.org/2016/12/codemotion-rome-2017-app-dev-in-cloud-monkeys.html
This training covers the 4 steps to social media success using tips that even power users will find useful.
Learn best practices for:
✅ setting up a great profile
✅ connecting with the right people and growing your network
✅ creating posts that get results
✅ participating in an online community
This workshop is packed with power tips for using LinkedIn, Facebook, Instagram and Twitter to build an online presence and connect with the right people at the right time in the right place with the right message.
The Boot Camp Digital team of Digital Marketing and Social Media Speakers is in high demand and we speak to organizations and businesses of all sizes, all over the world! If you'd like one of our experts to speak to your group, or want to have a social media workshop for your organization, contact us at https://bootcampdigital.com/digital-marketing-social-media-speakers/
Join Brian Pichman of the Evolve Project as he helps uncover great ways to find alternative funding opportunities. From using different methods and strategies, you can really do more for your library; from learning how to communicate with vendors in a different way or leveraging your community for support. We will also focus on crowdsourcing support (through sites such as Kickstarter or Indiegogo) is a challenging and often daunting task. In order for a truly successful campaign, there are a variety of steps that need to be meticulously maintained and followed. This session helps you learn the basics, from start to finish, about launching your new idea through a crowd- sourced campaign. It also discusses various methods and strategies to find extra money so that you may do more! It shares strategies and methods from a business perspective that libraries can use to have successful wins. Learn how to do more with less, find new sources for funding, and build a strategy to get more for your school.
Social Media Boot Camp Kuala Lumpur Malaysia November 2014Shane Gibson
Shane Gibson social media speaker (Malaysia Seminar)
It is not who you know but who knows you in today’s hyperconnected marketplace. The consumer and the crowd now own your brand, and in order to profit from this new dynamic, you need a solid strategy and set of principles to engage the marketplace.
Social media has a new set of rules that marketers can follow or break (often at their brand’s peril). The tools will change over time, but the rules of engagement will stay the same. These are principles that your team can apply today and they are also business strategies that they can take with them as technology and the web evolve.
In this full multi-day social media boot camp series, our course leader will share with your team on understanding the role social media. He will also unearth how the social networking play in this new dynamic will be paramount to your future success as sales professionals, marketers, and corporations.
Key benefits for attending this event:
· GOVERN the“7 Rules of Engagement” in sales and marketing for better impact when using social media
· ENRICH tips and approaches to using tools like blogging, Twitter, Facebook and Video to stay top of mind with clients
· GAIN insight by using hyper-local social media and networks to own your local market
· INCORPORATE strategies and tips on influencing online “Thought Leaders” and influencers (tapping into vast source online word-of-mouth referrals)
· MAGNIFY the use of Social Media to connect, attract and grow profitable client opportunities
· INTEGRATE online and offline media for your business profitability
· APPLY 7 easy steps launch your business into the social media space
· UNCOVER specific tips on measuring success, developing easy to implement plans and keeping things organized and simple to execute (and keep your team on-track)
Who Should Attend
VPs, GMs, HODs, Directors, Team Leader, Senior Managers and Managers of:
· Social Media
· Marketing/ Marketing Strategist/ Marketing and Communication
· Brand and Communication
· Digital Strategist/Digital Media and Social Engagement/Digital Marketing
· Corporate Communication
· Public Relation
· Brand and Product Management
· E-commerce
· Media Relation
· Corporate Affair
· Customer Service
· Entrepreneurs
FREE TAKEAWAY!!
Social Media Plan Template including sample social media calendars, social media policies and event marketing template and guide.
Delegates are required to bring laptop to benefit from the hands-on
Social Media Planning – Now that you’ve got your staff and board excited about social media, what’s next? Like most plans, it starts with a strategy, one that's based on a desire to build relationships. What does a social media plan look like? What are the key elements? Where should you dedicate your time and how can you make most of your efforts? This session will present strategies and tactics you can employ, and will touch on how it all ties into the communications plan you’ve already got.
Extending Your Voice Online: Navigating the Social WebSara Holoubek
Sara Holoubek's presentation on the the Social Web as part of the Woodhull dinner series.
From blogging to facebook to twitter, self-publication has never been more accessible to the general public. However, most of these powerful tools don't come with instructions. Learn best practices for extending your voice, building your platform and creating a personal brand.
Building a community - BuildStuff Lithuania 2014Gill Cleeren
You want to be a user group lead? Thinking of starting your own user group? Awesome! But there are a number of things to think about before starting. Is your whole idea viable? Where do I get speakers and attendees? Should I create a legal entity? How do I finance the whole thing?
In this session, Gill Cleeren will tell you how he has had a successful user group in Belgium for almost 10 years now.
A discussion about various techniques and mechanisms for generating revenue in and around open source projects.
This presentation uses the Cake Software Foundation (http://cakefoundation.org) who own the rights to the CakePHP framework (http://cakephp.org) as an example, and how a separate company (Cake Development Corporation http://cakedc.com) works with the Cake Software Foundation, but as a separate entity to generate money, and pay employees to with with and on open source software.
Similar to Community Marketing at Docker | Docker Tour de France 2014 (20)
Who wants to be an entrepreneur @ European Institute of TechnologyJulien Barbier
Conference @ European Institute of Technology, 2012
With
- Julien Barbier, founder, emerchant (twitter @julienbarbier42)
- Jean Michel Billaut, founder of l'Atelier BNP-PARIBAS (twitter @Billaut)
Notions juridiques internet - Support de conférence @ European Institute of T...
Community Marketing at Docker | Docker Tour de France 2014
1. Community Marketing at Docker
By Julien Barbier, Sr Dir of Growth, Marketing & Community at Docker & Victor Coisne, Community Manager at
Docker – 45 minutes presentation at
#dockertour
2. About us: Julien Barbier
• Julien Barbier {Epitech 2006.}
• 2004-2008: Software engineer & Product Manager
(Paris, France)
• 2008-2012: Entrepreneur (Paris, France & Miami, FL)
• Oct 2012-now: co-Founder of #while42 (International
French Tech Engineers Network, 1500+ members in 30+
chapters around the World)
• Oct 2012-now: Sr Director of Growth, Marketing &
Community at Docker (ex-dotCloud, San Francisco, CA)
• Contact me: julien@docker.com | @julienbarbier42
3. About us: Victor Coisne
• 2007 - 2010: Student at Novancia / University of the West of
England, Bristol
• 2010 – 2012: Marketing, Sales and Project Management
in a web agency (Paris)
• 2013: Student at UC Berkeley (Berkeley, CA)
• Sep 2013-now: Community Manager at Docker
(ex-dotCloud, San Francisco, CA)
• Contact me: victor@docker.com | @vcoisne
4. About Docker
• Build, Ship and Run Any App, Anywhere
• dotCloud, Founded my Solomon Hykes
{Epitech 2006.}, in France (2008), and
“relaunched” in SF (2010)
• dotCloud released Docker open source,
Mar 2013
• Huge traction since then, in both user and
enterprise adoptions led to a pivot
• Huge online and offline community
• www.docker.com | @docker | @docker_fr
5. Community is the new marketing
• Community represents 80+% of our “Marketing”
• Lower budget, Higher conversion rate vs traditional marketing
Your product/brand is
NOT what you say it is.
It is what THEY say it is.
#dockertour
6. Community, TL;DR;
• Community is like a network
• A community/network is as strong as the number of links between its
members
• IRL links are more precious than Online links
• You do NOT own or control the community
• It is NOT your community: you are part of it, you can influence it, but you
do not own it
• It is not what your community can do for you, but what you can do for your
community
• Your product/brand is not what you say it is. It is what THEY say it
is.
• Lower budget, Higher conversion rate vs traditional marketing
• Communities everywhere!
• At the end of the day everything is always about people
#dockertour
8. Track and monitor EVERYTHING
• Track and measure EVERYTHING
• If it is useless now, it WILL be useful later
• Integrate tracking and metrics EVERYWHERE
• Should be part of your product release cycles
• Should be part of every offline & online
marketing campaign
• Measure the impact of every change,
update, new feature, campaign, tweet,
meetup, event, press release…
• Be both HUMAN and DATA DRIVEN
#dockertour
9. The San Francisco Docker VIP club
• Jan 18, 2013: Initial commit
• Closed source
• Private presentations to startups by Solomon & Andrea
• Word of mouth
• “VIP” club on GitHub, by invitation only
• Belonging, Self-Esteem
• Mar 20, 2013: the project leeks on Hacker News
• Hits front page & #1
• 15K visits in a day
• Huge interest from the
HN community
#dockertour
10. Hacking Hacker News 1/3
• HN = Tech early adopters
• Use / Create tools for monitoring
• Reminder: Track EVERYTHING
• If the tool does not exist, create it!
• Track your company and product &
join the conversation as soon as possible
• And track competitors too!
• www.hnwatcher.com
• Upvote and get to the front page
• More traffic and brand awareness
• Join the conversation as soon as possible
• Your product/brand is not what you say it is.
It is what THEY say it is
• Create and/or Post Content that
this community like
• It is about what you can do for your community
#dockertour
11. Hacking Hacker News 2/3
• Timing is important
• Experiment
• And track + document
• Target different groups
of people by posting at different times
Source: http://blog.itlater.com/whats-the-best-time-to-post-to-hackernews/
#dockertour
12. Hacking Hacker News 3/3
• Do not post obvious marketing content
• Remember: you are here to help this community
• Post in other social networks BEFORE
• You will get more upvotes due to community posts
• Belonging, Recognition
• If it’s good content and if it does not work, Recycle!
• Try same blog post but with a different URL
• Try with different format
• Blog post, Gist, Slideshare presentation, Youtube video, e-book, …
• Help the Docker community
• It is about what you can do for your community
• Upvote and post their content too!
• Recognition, Respect, Love
• Add more links to your community
• More brand awareness
#dockertour
13. The social network strategy
• Tips from HN strategy are true here too (cf previous 3 slides)
• Be everywhere!
• Reddit, Twitter, Facebook, Google+, Slideshare, Youtube, GitHub,
Stack Overflow…
• But do know where to put more efforts when you do not have enough time
(track & measure!)
• Use the specificity of each social network
• Different users, different features, different post previews, etc…
• Join the conversation as soon as possible
• Your product is not what you say it is. It is what THEY say it is -> you
want to be part of this conversation!
• Identify leaders / influencers on each social media
#dockertour
14. Twitter tips of the day
• Include authors & companies handles in your
tweets
• Recognition, Respect, Love
• Add more links to your community
• -> More RTs -> More reach -> even more links for
your community + recognition for authors
• NOTE: this is true for your team too!
• Your team is a community
• Everything is a community!
• NOTE2: this is true for journalists too!
• Everything is a community!
• NOTE3: this is true for partners too!
• Everything is a community!
• It is ok to post several times
#dockertour
16. Which twitter account should I use?
• Founder: 5K followers
• Company / product / brand: 500 followers
• Who should post product releases, news & co?
• Brand!
• Build your company brand first!
• Build your company’s community (vs founder’s community)
• Be careful of Ego / Personal branding
• The founder may leave, but the brand will stay
• You don’t want the community to leave with the founder
• Have the founder(s) RT the company tweet
• Your logo is (theoretically) more eye-catchy & recognizable than your
founder’s picture in a twitter stream
#dockertour
17. Social Networks: more tips 1/2
• Post / RT your community’s content (blog post, articles,
videos, …)
• It is your way to say thank you
• It is about what you can do for your community
• Belonging, Recognition, Respect, Love
• Add more links to your community
• Encourages them to write more
• Do the same for every social media
• Use specificity
• Don’t be lazy!
• Do NOT use automatic / auto-posts tools
• Do NOT use AddThis (or equivalent buttons) on your blog and websites
-> terrible branding!
#dockertour
18. Social Networks: more tips 2/2
• Include Photos / pictures in your articles
• Or even better: Use Open Graph or equivalent
(ogp.me)
• -> More reach! (min 30% more clicks when you
have a picture)
BAD GOOD
#dockertour
19. Social Network: tracking tools
• Use the right tools
• It does not have to be fancy or expensive
• What we use at Docker for Social Networks
(& web)
• Mention.net
• HNWatcher.com
• Twitter.com
• (+ Google News for press)
• Forget about Google Alert, it does NOT work
• Track EVERYTHING
20. Content strategy
• Write good content, unique & relevant
• Write content your community wants to read
• It is about what you can do for your community
• Target likely amplifiers!
• Forget about your SEO magic tricks
• It does not work in the long run
• Encourage your community to build content
• Say thank you, repost, post, upvote, RT, include them in your
newsletter, itw them, …
• Belonging, Recognition, Respect, Love
• Your team is your community too!
• Say thank you, gamify, hall of fame, tweet, post, recycle, etc…
• Belonging, Recognition, Respect, Love
#dockertour
21. Google search auto complete
• This is what your community is looking for
• Free tool!
• Automate: http://keywordtool.io/
#dockertour
23. Why IRL community is so important
• Community is like a network
• Adds more link to your network
• IRL links are more precious than Online links
• It is all about people, so you want to meet them and build a stronger relationship
• People like meeting other people to talk about ideas, problems, discover
new tricks, etc...
• Belonging, Self Actualization
• A “meetup” visitor has more “value” than a website visitor
• More engaged
• More likely to stick with the product
• Actually more likely to stick with YOU, the person they have just met
• It is all about people
• Use IRL as many times as possible / Be open
• Mix formats
• Regular meetups, Panels, Hack day, Hackathon, etc…
• Provide Food + Drinks + Wifi! :)
#dockertour
24. Start small, and scale
• Target meetups in your area
• Target by topics, competitors, & attendees personas
• Hijack competitors’ meetups
• Try to get a team member to talk (lightning talks)
• Meetup co-organizers are looking for content help your community
• Create your own meetup group
• Can be in your office
• Treat the first members with care and love
• A first meetup /w 5 ppl is already a lot!
• Invite ppl from your community to co-organize / speak
• It is what you can do for your community
• Adds more links
• Scale yourself
• Create second, third group where your team can go
• Research and anticipate the seasonality / calendar of your
industry
• Takes time and effort to grow the Offline community but ROI is
sustainable
#dockertour
Be sure to track this too!
RSVPs
Attendees
Members of local groups
Feedback (online/offline, surveys)
25. Help the community build the community!
• Help Meetup (co-)organizers with
• Best practices
• Updates on the product & messaging + Content
• Your product/brand is not what you say it is. It is what THEY say it
is
• Tools
• SWAG
• Tee-shirts
• Stickers
• Invite users to speak
• People love to hear real life stories
• Your product/brand is not what you say it is. It is what THEY say it
is
• Users love to speak (Recognition, Mastery, Self-Esteem)
• Don’t make it a sales event!
• It should be about the community first
• Help them promote their event
• Event page
• Twitter and co
• Newsletter
• Love, Recognition, Belonging
26. Bring IRL back online
• Adds more link to your community
• Tweet about IRL events
• Quotes, photos (tag ppl -> love!), numbers,
interesting facts, etc…
• Follow up with emailing / survey
• Say thank you (send love!)
• No sales speech
• Add content they care about (it is about helping your community)
• Include links to presentations they just saw
• Include links to anything that could answer their questions
• Include a link to your newsletter and / or online tutorial…
#dockertour
27. Bring online back to IRL
• Adds more link to your community
• IRL links are more precious than Online
links
• Add a page with the upcoming meetups and events
• Include meetups and events calendar in your newsletter
• Use twitter and co to inform people about the next event
• Find any excuse to invite people to meet you
• Regular meetup
• Giving a talk at a conference
• Panel
• Celebration
• Big news, Announcements, Previews, Proposals…
• Hack day
• Hackathon
• Product update
28. Docker Global Hack Day
• 1500+ attendees, in 30+ cities around the world
• Includes both Online & Offline communities
• More links!
• Belonging
• Each meetup group provides a (safe) venue + food + drinks + wifi
• Main event in SF was broadcasted live
• 2500+ views in 64 different countries
• Recorded -> great content we then did post on social networks and co
• Preview of 3 proposals
• Self actualization
• And get feedback from the community
• 4 Partners involved (MSFT Azure, Rackspace, Digital Ocean, Online Labs)
• Partners are part of your community (everything is a community, give love to your partners too)
• 1 customer involved
• How Docker is used at Yelp (Achievement Mastery Recognition Respect for the speaker)
• People hack on Docker
• They have to submit title + video + description -> great content
• Best hack wins tickets to DockerCon Europe
• DockerCon sold out, this is the only way to get tickets (Achievement Mastery Recognition Respect)
• The community votes on social networks for the winner
29. Show the example
• Show the example
• Pre-brief co-organizers
#dockertour
30. The voting page
• 36 projects submitted
• Tweet to vote!
• Add team twitter
handles in the tweet!
• Recognition, Love
• Reach on Twitter: 3M+
• https://docker.com/community/globalhackday
31. End result
• This was super FUN
• Huge reach & noise everywhere
• So much that press already referred and linked to content in several articles. (more SEO)
• Thousands of tweets around Docker
• And Docker Global Hack Day
• Great position + Messaging was out and buzzing
• Great feedback from the community
• Great content was built
• The whole Maslow pyramid was covered
• We strengthened the community
• Co-organizers
• Hackers
• Partners
• Users
• Online community
• Community is happy
• And winners will be super happy
• They also wrote blog posts referring our content (more traffic + SEO)
• Partners are happy
• They also built content referring our content (more traffic + SEO)
32. Thank you!
• Any questions?
• Ping us to chat more about Community, Marketing and Growth
Hacking:
• julien@docker.com - victor@docker.com
• @julienbarbier42 - @vcoisne
#dockertour