sharing apache's goodness: how we should be telling apache's story

Sharing Apache's Goodness:Sharing Apache's Goodness:How We Should be Telling Apache's StoryHow We Should be Telling Apache's Story

Joe Brockmeier@jzb

jzb@apache.org

IntroductionIntroduction

Crazy AssumptionsCrazy Assumptions

● You are involved with an Apache project*

● You want that project, and the Apache Software Foundation (ASF) to succeed

● You are willing to do something different, possibly difficult and uncomfortable, to make that happen

● You are not, in fact, a marketing or PR professional

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What We'll CoverWhat We'll Cover

● Why “sharing” is important

● State of Apache marketing

● Why Apache needs to improve

● How projects can take action

● Low-hanging fruit

● Slightly more difficult

● Doing the hard work

● Metrics

● Review

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Why 'Sharing' is Why 'Sharing' is ImportantImportant

Importance of PromotionsImportance of Promotions

● What's the point in creating software if no one uses it?

● New users become contributors, committers, PMC members, Apache members...

● Spread the “Apache Way” -- just because “open source” has “won” doesn't mean it's being done well...

● Companies that invest in ASF projects want to see them succeed

● Diversity

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The ASF's ServicesThe ASF's Services

Projects ExpectProjects Expect

● Mentoring (Incubator) and general oversight after graduation

● Assistance with trademarks, legal issues

● Infrastructure services (e.g. mailing lists, SVN/Git repositories, Web sites, Jira)

● Security response*

● Fundraising

● Marketing?

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Things EvolveThings Evolve

““Apache Considered Harmful”Apache Considered Harmful”

● “Apache slow to change” @rbowen

● Apache, lately, has gotten a bad rap

● We're not telling the larger Foundation story well, nor the projects

● Companies are looking elsewhere to participate*

● We could do much better at communicating about projects

● We could do much better at communicating between projects

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How to Take Action: How to Take Action: Marketing@Apache.orgMarketing@Apache.org

Can we Herd Cats?Can we Herd Cats?

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At least I'm not dealing with open source marketing...

Apache's Current SystemApache's Current System

● We have one contractor servicing 153 (and counting) projects

● Our current assets are underutilized (e.g. the Apache web site, Twitter, blogs)

● ApacheCon is a great resource too many projects are failing to capitalize on

● We are responsive to press, but not aggressive in pitching to press

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Modest ProposalModest Proposal

● Announcing marketing@apache.org -- a list to discuss marketing / promotion across all Apache projects

● Encourage more people to participate in ASF marketing – blogging, helping with ApacheCon, social media, etc.

● More work in public, more collaboration

● Should Marketing be a TLP?

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How to Take Action: How to Take Action: ProjectsProjects

Promoting Your TLPPromoting Your TLP

● Does your project have a marketing@ list? (Unless you're CloudStack, CloudDB, or OpenOffice, no.)

● Does your project recognize marketing as a contribution towards committership/PMC membership? (No? Why not?)

● Does your project have a promotional strategy?

● Who writes release announcements? Social media? Blogs? Project spokespersons?

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Low-Hanging FruitLow-Hanging Fruit

Picking the Low-Hanging FruitPicking the Low-Hanging Fruit

● Grab a @Twitter handle, Google+ Page, etc.

● Start, and maintain, a project blog.

● Improve your release announcements!

● Too many release announcements fail to even state what the project does.

● Are you pitching to relevant press?

● Do you have a project spokesperson?

● Do you have any easy-to-find materials to help promote your project?

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More AmbitiousMore Ambitious

Getting SeriousGetting Serious

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Taking it to the Next LevelTaking it to the Next Level

● Create a press kit

● 100- and 250-word project summaries

● Project facts / history / FAQ

● Quick start review guide

● Monthly or weekly news (hard to sustain!)

● Pitching third party publications, regular contributions

● User/developer surveys, providing feedback to developers

● Revising and improving documentation

● Use cases

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MetricsMetrics

Final ThoughtsFinal Thoughts

Thanks!Thanks!@jzb@jzb

jzb@apache.orgjzb@apache.org