openstack august 2014 marketing meeting

OpenStackOpen Marketing MeetingAugust 13, 2014

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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

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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.

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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

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• 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

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2H Focus:Drive Adoption Across Three Audiences

‣ Enterprise Decision Maker

‣ Telco / Service Provider Decision Maker

‣ App Developers

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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 openstack.org

‣ 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

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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

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App Developers / End Users‣ Key Messages & Topics: Open platform and APIs,

Flexibility, Portability, Targeting OpenStack clouds

‣ Calls to Action: developer.openstack.org, 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 developer.openstack.org (Nov target)

‣ Paris Summit: Larger ‘Targeting OpenStack Clouds’ track and possible working sessions to facilitate more end user engagement

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Key Dates & TimelineHosted 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

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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

OpenStack.org/Summit•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

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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

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‣ 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 ecosystem@openstack.org

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‘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 carol.l.barrett@intel.com or join the mailing list at enterprise-wg-request@lists.openstack.org

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‣ 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!

‣ superuser.openstack.org

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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.

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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.

http://ubm.io/1uqc6Dmo 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.

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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 kathyc@openstack.org by Friday, August 15.

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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 (WHD.global), March 24-26, 2015, Europa Park, Rust, Germany. Sponsorship, booth or community area, VIP dinner

o Other events/coming soono Events Calendar on OpenStack Marketing portal

http://www.openstack.org/marketing

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Get Involved

‣ Join the ‘Win the Enterprise’ working group:

‣ enterprise-wg-request@lists.openstack.org

‣ Contribute to the content team:

‣ Meetings every other Thursday

‣ openstack-content@lists.openstack.org

‣ Join the Industry Analyst team: margie@openstack.org

‣ Participate in the Paris Summit (openstack.org/summit):

‣ Hotel rooms, sponsorships, early bird reg deadline Aug 27

‣ List your products in the Marketplace: ecosystem@openstack.org

‣ Nominate your customers for the Superuser Award (coming soon)!

openstack.org/marketing

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Who to Contact on the Foundation Team?

Lauren Sell

lauren@openstack.org

Media & Analyst RelationsMessagingCommunity Working GroupsOpenStack Summits & events

Kathy Cacciatore

kathyc@openstack.org

Industry eventsContent development & Win the Enterprise

Claire Massey

claire@openstack.org

OpenStack SummitsRegional community events & branding

Shari Mahrdt

shari@openstack.org

Support for Summits / events / social media / community management team

Margie Callard

margie@openstack.org

Analyst RelationsCommercial logo programsCase studiesContent development & Win the Enterprise

Allison Price

allison@openstack.org

Social MediaOpenStack Update newsletter openstack.org/user-storiesSuperuser Magazine

openstack.org/foundation/staff