sharing apache's goodness: how we should be telling apache's story
DESCRIPTION
Slides for a talk from ApacheCon Europe 2014.TRANSCRIPT
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
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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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 [email protected] -- 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
