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OpenStack Marketing
2014 Highlights &
2015 Preview
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
2014 Highlights
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
OpenStack Summit Atlanta: May 2014
6
OpenStack Summit Paris: November 2014
7
New Case Studies
• Launched Superuser
Magazine!
• BMW
• Wells Fargo
• Overstock.com
• BBVA
• Disney
• Sony
• Cloud & Heat
• Verizon
8
OpenStack.org New Look & Feel
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
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
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
2015 Preview
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
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
2015 is the year of
INTEROP
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
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
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
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
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
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
‣ 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
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
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
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
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
Foundation Team &
Working Groups
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
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
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
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!
Thank you!

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OpenStack 2015 Marketing Plan

  • 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!
  • 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
  • 7. 7 New Case Studies • Launched Superuser Magazine! • BMW • Wells Fargo • Overstock.com • BBVA • Disney • Sony • Cloud & Heat • Verizon
  • 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 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 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%)
  • 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 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 2015 is the year of INTEROP
  • 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 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 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 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 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 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 ‣ 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 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 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 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 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
  • 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 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 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 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!

Editor's Notes

  1. Redesign, better navigation Open sourcing, migrating to infra team management Redesigning docs section
  2. 2014 was the year of the user. Our focus was to build a strong footprint of openstack deployments, both on-premise and service providers. If last year was about growing the footprint, this year is global network of clouds running common services, validating that and articulating the value for next level users.