The OpenStack marketing highlights for 2015 showcase successful summits in Vancouver and Tokyo, attracting thousands of attendees, numerous sessions, and significant media presence. Key strategic focuses for 2016 include improving user experience, broadening audience reach, and enhancing marketing campaigns, alongside planned events such as the Austin and Barcelona summits. The document also emphasizes the growth in social media engagement and outlines marketing goals intended to change perceptions of OpenStack to a more user-friendly platform for cloud adoption.

1. OpenStack Marketing
2015 HIGHLIGHTS &
2016 PREVIEW

2. 2
2015 Highlights: Events
Vancouver Summit:
• 6,000+ attendees from 55
countries
• 319 sessions
• 86 media & analysts
Tokyo Summit:
• 5,100+ attendees from 56
countries
• 292 sessions
• 100+ media & analysts
OpenStack sponsorship at
other industry events:
• OSCON
• PYCON
• Gartner Catalyst
• Gartner Symposium
• Cloud Expo Europe
• Connect AU
• FOSDEM
• CloudCamp Bangladesh
13 OpenStack Days hosted
worldwide

3. 3
2015 Highlights: Content
White papers:
• Exploring Opportunities: Containers
• OpenStack, Adding Speed and Agility to Virtualized
Infrastructure with OpenStack
• Expediting Digital Workflow with OpenStack
•Booklet: OpenStack: A Business Perspective
•Collateral: OpenStack: An Overview
•Case studies: In-depth: Intel IT and Adobe Digital Marketing,
Kilowatts for Humanity, NTT Resonant, FICO, DigitalFilm Tree
•Marketing campaigns accounted for 70,000+ website visits and
10,000+ downloads of collateral, including workload-specific
whitepapers
Superuser
•Two print magazines published
•Superuser TV launched with 20+ segments
•85% growth in unique visitors to Superuser
•Superuser award winners: Comcast & NTT Group

4. 4
2015 Highlights: Metrics
• The OpenStack social media audience grew by 47% in 2015 with the
most growth on LinkedIn where the audience grew by 85%
• Have news to share? Email socialmedia@openstack.org so we can
help promote your announcements and events.
• Total website visits increased 27% and the number of unique visitors
increased by 33%
• Marketing campaigns accounted for 10,000+ downloads of collateral,
including workload-specific whitepaper
• 3 new Gold Members and 40 new corporate sponsors joined the
Foundation
Community size in
December 2015
Growth
Twitter 108,459 30,686 (+39%)
Facebook 11,002 4,470 (+68%)
LinkedIn 26,863 12,341 (+85%)
LinkedIn OS Group 40,512 12,506 (+45%)
LinkedIn WOS Group 582 251 (+43%)

5. 5
2015 Highlights: PR & AR
Press metrics & top announcements
• Google & Kubernetes announcement
• Training
• Interoperability
• COA: Certified OpenStack Administrator
Top analyst reports
• OpenStack is Ready For Business - Are You? (Forrester)
• Total Economic Impact - Major global retailer (Forrester)

6. 6
2016 Strategy & Key Messages

7. 7
Foundation focus: 2016 is the year of User
Experience
Better UX for operators & architects
Better UX for app developers
Better UX for community members

8. 8
Marketing goals
• Create a home for new audiences including telecom and
ISVs
• Position OpenStack as the easiest path to cloud with an
ecosystem of support
• Promote ecosystem companies including increasing
marketplace traffic and outbound leads
• Increase support and involvement of marketing community,
portal, tools
• Increase Summit user attendance & satisfaction

9. 9
Execution strategy
Content: Focus on key messages and deliverables on specific
audiences.
•Uplevel enterprise story from operators to architects and CIOs
•Increase exposure to app developers, telecom
•Target audiences with specific content on the web & email
campaigns
•Align with organizations such as OPNFV and Kubernetes
Address major concerns about OpenStack (e.g. training,
complexity) through user stories and proof points
Sponsor industry events reaching new audiences and support
ecosystem companies with assets & content they can leverage

10. 10
Positioning strategy
1.Change the perception of OpenStack from “complex and
challenging to implement” to “clear and the easiest path to
cloud.”
2.WHY: The benefits of cloud computing:
a. Cloud is a requirement for an agile, scalable, adaptable IT
infrastructure
b. Mitigating risk: OpenStack is both vendor and tech agnostic,
to make change easier to handle
3.HOW: Strong ecosystem of vendor support; training;
onboarding content
4.WHAT’S NEXT: OpenStack is a strategy for growth: It is a
way of future-proofing your infrastructure, a platform for the
next decade, a path to production for new technologies

11. 11
Monthly campaigns

12. 12
2016 Plan: Events

13. 13
OpenStack Summits
Austin, April 25 – 29
• Registration is open: Prices increase in early March
• Call for Speakers is currently open and closes on February 1
• March 8 is the last day to sponsor the Austin Summit
Barcelona, October 25 - 28
• More information coming soon

14. 14
Austin Summit Official Community Event
• Rainey Street: Quarter mile stretch of 17 bars, restaurants and food
trucks located less than half a mile from the Convention Center
• An immersive Austin experience featuring seven live music stages,
authentic barbecue and tex-mex, stand up comedy, and plenty of
surprises throughout the evening
• Sponsorship deadlines quickly approaching, a few spots remain
• Headline: Late January
• Premier/Spotlight/Startup: Mid-February
• For more information please visit:
https://www.openstack.org/summit/austin-2016/sponsors/

15. 15
Summit Deadlines
• February 1 - Call for Speakers submission deadline
• February 9 - Deadline to apply for the Travel Support Program
• Early March - Early bird pricing ends
• March 8 - Last day to sign the sponsor contract
• April 19 - Deadline to apply for a visa invitation letter

16. 16
OpenStack Days
• Seoul: February 18th
• Tel-Aviv: June 2nd
• Budapest: June 6th
• Prague: June 8th
• Cologne: June 21st and 22nd
• Tokyo: June 6th and 7th
• Taipei: July 12th
• China: July 14th
• Houston: July 28th and 29th

17. 17
Industry Events
• *FOSDEM, Jan 30-31, Brussels
• *Container World, Feb 16-18, Santa Clara
• KubeCon, March 10-11, London
• Open Networking Summit, March 14-17, Santa Clara
• World Hosting Days, March 15-17 Rust Germany
• Big Communications (Light Reading, Telco) May 24-25, Austin
• *Cloud Foundry Summit, May 24-25, Santa Clara
• *PyCon, May 28-June 5, Portland
• OpenPlatform for NFV Summit, June 20-23, Berlin
• DockerCon, June 20-21, Seattle
• *Gartner Catalyst, August 15-18, San Diego
• Next Generation Mobile Networks Industry Conf and Expo, Oct 12-13,
Frankfurt, Germany
• SuperComputing, Nov 13-18, Salt Lake City

18. 18
Events support
Here’s what we’re creating to support the OpenStack community
at events year-round:
OpenStack 101 deck - A modifiable presentation that presents
a high-level overview of OpenStack’s organization, technology,
use case highlights and ecosystem. Available to speakers
anywhere.
OpenStack event animation - A 30- to 60-second kinetic
animation clip that explains “What is OpenStack and why
might I use it?” for use in general tech conferences, email
signatures, and social properties. Available for use by any OS
commercial member, and can be modified to add the
company’s own logo.

19. 19
Superuser
• Superuser Awards nominations open
first week of February through mid-
March
• New awards category promotes both
small & large OpenStack use cases
• Two print publications distributed in
2015 - third edition will be available at
the Austin Summit
• 20+ Superuser TV episodes aired in
Tokyo, featuring community members
and projects. Want to contribute or be
featured? Email
superusertv@openstack.org
• Open to community contributions, case
studies and feedback. Email
editor@openstack.org.

20. 20
Community Working Groups – Get Involved!
Analyst relations
•Share intel, collaboratively build report schedule; review reports to provide
feedback; help drive marketshare report in 2015
•Join the mailing list to learn about upcoming meetings
Content team
•Get involved in upcoming content campaigns and get a preview of
campaigns prior to launch
•The next meeting is next Tuesday, January 19 at 2pm CT / 8pm UTC
•Join us!
Enterprise working group
•Identify and remove barriers to Enterprise adoption and deployment of
OpenStack
•Weekly meetings, Thursday at 9 am PT
• Wiki: https://wiki.openstack.org/wiki/Enterprise_Working_Group

21. Thank you!