apouc 2014-oracle-community-programs

1 Confidential – Oracle Internal

Oracle Community Programs Overview & Updates Updated May 2014

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Internal - Confidential 2

Agenda

OTN Program Overview

Oracle ACE Program Updates

Java Champions Update


About OTN

OTN’s mission is to evangelize, advocate for, and

expand the community of technologists who work with

Oracle products and technologies to design, develop and

deploy technical solutions. We’ve grown to be the largest

and most comprehensive developer community by

fostering engagement at the intersection of Oracle and

industry standard technologies.

Mission


About OTN

Authentically extend the reach of Oracle channels

Provide social proof that our solutions are the best in class

Drive adoption of new releases via advocacy

Increase customer success via technical content development

Provide strategic product feedback to development

Provide market insight to product marketing

Maintain a pipeline of ACEs/Java Champions

Program Goals


OTN Reach in Perspective

5,757,840 7,115,626

29,113,158

70,577,137

81,661,127

79,918,559

FY09 FY10 FY11 FY12 FY13 FY14 (Jan)

% Visits and Download Volume

OTN drives approx 65%

of overall site traffic


Community Programs & Customer Lifecycle

A Post Purchase Focus with Pre-Purchase Influence

ACE articles, papers, case studies

Downloads & Documentation

Forums content

ACE articles, papers,

Documentation & Patches

Forums/MOSC support

Developer Days & VDDs

Demos & How-To’s

Social properties

Blogs Nurture content +

Qualification data


OTN in FY 14

Objectives

• Increase advocacy for Oracle technologies by Architects, System Admins, Database Developers/Admins and Java Developers

• Advocate for the role of the technical end-user to product management

• Drive grass-roots evaluation/feedback/adoption of Oracle product and technologies

• Grow technical communities as a resource/channel for internal groups

Approach

• Focus efforts on our most engaged communities (ACEs & Champions)

• Develop/implement audience specific strategies for increasing engagement

• Improve community infrastructure and provide active community management

• Establish OTN as the technical research hub for potential buyers

Reinvigorating our community from the inside out


Evolving from Growth to Engagement*

OTN is still the largest technical community in the world.

Our best opportunities involve engaging our existing community

more effectively on owned and 3rd party platforms.

We continue to focus on:

1. Driving from 3rd party sites to owned sites

2. Increasing engagement

3. Nurturing the next generation of advocates

4. Better alignment of investments to goals

*Parallels a shift from lead generation to lead qualification


Program Summary

• Virtual Technology Summit – A quarterly online virtual summit featuring a mix of

Oracle and community content. Events include hands-on-labs and are available on

demand

• OTN Workshop Kit (formerly Developer Day) – Kits that feature content from the

Virtual Technology Summit events will be made available for use by regional field

marketing units.

• Developer Challenges – OTN is launching a series of Developer Challenges

starting with the Java Embedded Challenge in FY14/15. Additional challenges will be

created for other solution areas.

• 3rd Party Events – OTN will continue to provide a prioritized list of 3rd party events

by audience, but will no longer financially support event participation. OTN, however,

will increase travel support for Community Manager participation.

• ACE Associate – OTN will be adding a new level to that ACE program to facilitate

expansion regionally and into new technology areas.

PLATFORM UPGRADES

Forums Upgrade – OTN

continues to invest

heavily in the forums to

improve the experience.

Local group functionality

will be added in early

FY15

Blogs Upgrade – OTN

will replace our blogging

infrastructure and overall

strategy, shifting away

from single author driven

blogs to a smaller number

of highly active group

blogs.


10+ Years of Recognizing Advocacy

2003 2004 2005 2006 2007 2014

OTN Community Experts Launched

• Recognized outstanding Oracle Discussion Forums contributors

• Started with 8 participants

Fusion Middleware Regional Directors Launched

• Selected 5 community experts to participate

Oracle ACE Program Reaches 100 Participants

Program Renamed Oracle ACE

• Reflects broader Oracle community contributions

ACE and FMW Directors Combined

• One ACE program with 2 tiers – ACE and ACE Director

• Includes DB and MW experts

ACE Associate Tier Launched

• 3-tier program with 400+ global participants


The Oracle ACE Program Recognizing Community Members for Advocacy and Evangelism

3-Tier

Program

Tier

Description

Baseline entry for community

members who have

recently initiated activity

Active community members with

an established profile

Top-tier community members who want to

engage more closely with Oracle

Qualifications

Must have measureable activity in

at least 2 areas:

• Oracle Discussion Forums

• Published content

• Book authorship

• Oracle-related blogs

• Event speaker

• Active social media participant

• Participation in Oracle User

Groups

High historical level of Oracle

community recognized contributions

in the following areas:

• Oracle Discussion Forums

• Published content

• Book authorship

• Oracle-related blogs

• Frequent event speaker

• Established social media

networks

• Participation in Oracle User

Groups

Above and beyond those of an Oracle

ACE. Additional qualifications include:

• Track record of major contributions to

the community

• One-year commitment in an honorary

(non-compensated) capacity,

including:

o Ongoing dialogues with local

community

o Providing community feedback

o Product team interactions via in-

person briefings or web

conferences


General Oracle Community Member

OTN Member

Active Member

ACE - Consistent and useful community activity

- Regular blogger

- Large social network

- Presenter, author

- Established community profile

Lurker

Engaged Community

Participant & Advocate

- Signs up for email newsletters

- Downloads OTN software

- Becomes Discussion Forums member

Registers @ Oracle.com

Joins Oracle on social networks

- Establishes blog

- Writes OTN article

- Presents at Oracle-

related event

- Participates in user group

- Answers discussion forum questions

- Takes part in social conversations

The Path to Becoming an Oracle ACE


The Oracle ACE Program

Community member initiates activity; builds

profile and network

• Voluntarily shares experience and provides guidance

Nomination is submitted

• Self nomination is O.K. for Associate & ACE tiers

• ACE Director must have 3 references – employees and/or current ACE Directors

Nomination committee

reviews nomination

• Committee is comprised of program office and relevant product team members (based on nominee’s area of expertise)

Submission is accepted or

declined

• Based on individual qualifications

• Suggestions are given to declined nominee on how he/she can achieve status

Nomination Process For All Tiers


Oracle ACE Director Profile

Oracle ACE Director

Tim Hall

Proven Veteran: 20 years of experience focusing on

database administration and PL/SQL development.

Also an Oracle Certified Professional (OCP)

DBA/Developer.

Prolific Voice in the Community: Since 2000, has

published over 400 articles on his popular website

www.oracle-base.com and has garnered 3,100+

Twitter followers (@oraclebase).

Popular Evangelist: Has participated on 5 OTN

Tours in LAD, EMEA, and APAC and has given more

than 40 conference presentations at Oracle and

Oracle User Group events worldwide since 2006.

http://www.oracle-base.com/




North America

EMEA

APAC

LAD

40%

35%

19%

6%

441 Active

Oracle ACEs,

Associates and

ACE Directors

Current as of May 2014

Advocacy Across the Regions Distribution by Geographic Region

84 in JAPAC:

• 3 Associates

• 16ACE Directors

• 65 ACEs


Current as of May 2014

APAC Growth and Country Representation Oracle ACE, ACE Directors & ACE Associates

0

10

20

30

40

50

60

70

80

90

2011 2012 2013 2014

ACE ACED Associates

China

Japan*

Australia

India

Korea

Others

APAC Growing 20% Annually Current Distribution by Country

Others: Singapore, Malaysia, New Zealand, Thailand (1 each)

*includes one residing in US


Advocacy Across the Stack

39%

16% 15%

10% 8%

4.5% 2% 2% 1% 1% 0.5%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Oracle ACE Program Expertise Comparison

current as of Feb 2014

Distribution by Community/Area of Expertise

0

5

10

15

20

25

30

35

40 # of JAPAC ACE’s by Expertise


A Deep Reach and Influence in the Community

222 blogs maintained

Over 800 blog posts/year

66 books published

Over 1,800 presentations

made worldwide (FY13 to date)

255 Twitter accounts maintained

Combined total of 234,000+

followers*

605,000+ tweets*

*As of Dec 2013


A low-cost, grassroots effort

that has reached

over 21K+ users in 64 cities

in LAD, APAC, and EMEA

“I love the OTN Tours. They are an extremely valuable experience

because of the learning that happens both ways. The attendees

ask great questions and are very excited to learn. This provides me

with a learning opportunity, and keeps the contact going in building

a network after the conference as I follow up with an answer.”

- Michelle Malcher, ACE Director, United States / @mmalcher

OTN ACE Tours ACE Program Sponsorship Combined with UG Organization


OTN ACE Tours

LAD Tours

- 4 Tours since FY11

- 13 unique cities visited

EMEA – Nordic Tours


- 4 cities visited

APAC – India Tours

-2 Tours since FY13

-13 cities visited

APAC Tours


- 17 cities visited

*Does not include FY14 data


Why Do ACEs Do What They Do?

Satisfying to help others

Peer recognition

Another level of credibility

ACE Directors – get insight into

Oracle’s future strategy and direction

Benefits for Participation Official recognition on

Oracle website

Invitation to participate in

ACE events

Profile posted in online

ACE Directory

Association with the best

of the best in the Oracle

community


Connect with the Oracle ACE Program

oracle.com/technetwork/oracleace

Facebook.com/oracleaces

Twitter.com/oracleaces

Linkedin.com/in/oracleace

Email: [email protected]


What is the Java Champion Program?

The Java Champions are an exclusive group of passionate Java

technology and community leaders who are community-nominated

and selected under a project sponsored by Oracle

Under Oracle’s sponsorship, Java Champions provide feedback,

ideas and direction that will help Oracle grow the Java Platform

Java Champions are invited by Oracle's Java Development and

Developer Program team to participate in technical discussion

and/or community building activities


Java Champions Participant Geographic Distribution

138 Java Champions

Worldwide

EMEA

North America

APAC

LAD

45% 42%

7% 7%


Who Are Java Champions?

Java luminaries, senior developers, architects, and

consultants

Professors and Academic Leaders

Authors of Java-related content (online & print) and

industry conference speakers

Java User Group (JUG) leaders and the managers of

Java-related portals

Exclusive group of passionate community leaders


Java Champion Principles

Java Champions are leaders; ideal candidates are leading Java-related projects, JUG

communities, and so on.

Java Champions are technical luminaries; the candidate should be a Java engineer

or architect who is relatively senior and has lots of experience.

Java Champions are independent-minded and credible; Java Champions may author

or publish content that is pro, neutral, or negative toward Oracle.

Java Champions are involved with some really cool applications of Java

Technology or some humanitarian or educational effort. The application must be

openly available to the Java community (vs. a company-proprietary or government-

classified project).

Java Champions are able to evangelize or influence other developers through their

own professional activities (via consulting, teaching, writing, speaking, etc.)


Oracle ACEs versus Java Champions

Similarities

Passionate community leaders

Recognized for their ongoing, valuable contributions to the community

Feedback valued by Oracle

Oracle ACEs Java Champions

Expertise in Oracle products and

technologies

Expertise in Java platform

Nominations are ratified by Oracle Peer review process for all

nominations

Expectation for ongoing interaction

(ACE Directors)

Independent group – relationship

based on common interest

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