OpenStack Marketing

2015 HIGHLIGHTS &2016 PREVIEW

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

2015 Highlights: ContentWhite 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

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

2015 Highlights: PR & ARPress 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

2016 Strategy & Key Messages

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

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

Execution strategyContent: 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

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 handle3.HOW: Strong ecosystem of vendor support; training;

onboarding content4.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

Monthly campaigns

12

2016 Plan: Events

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

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

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

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

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

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

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

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

Thank you!