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From Jan Lehnardt <...@apache.org>
Subject Re: CouchDB users interview
Date Sun, 29 Mar 2015 00:14:36 GMT

> On 28 Mar 2015, at 23:42, Noah Slater <nslater@apache.org> wrote:
> 
> Wow! There's so much great stuff going on in this thread. Thank you so much
> everybody!
> 
> Just wanted to say a few things:
> 
> - I support Jan's iterative idea. Let's get the basics done and build up
> from there (building our relationships with third-parties as we do so)
> 
> - There's an outside chance that we can get funding for the production of
> one professional quality video for our homepage. One. That's important, and
> I expect it means it will have to be a very general video, perhaps serving
> multiple purposes. I'll chase up on that now
> 
> - Myself or Jan have contacts at SoundCloud, ftr

They are not using CouchDB tho :)

> 
> On Sat, 28 Mar 2015 at 23:36 Robert Kowalski <rok@kowalski.gd> wrote:
> 
>> Hi list,
>> 
>> I like Jan's idea of smaller sub-projects: I have a pretty rough
>> schedule right now. but I could help to collect logos for the website.
>> 
>> I am open for all other ideas and can ask my contacts for interviews
>> that can result in whitepapers, interviews, case studies or even
>> videos - as long as there is someone who takes care of that in 100%
>> from the beginning to the end.
>> 
>> Please contact me if you would like to lead a case study, whitepaper
>> or interview. I am happy to help!
>> 
>> 
>> For the video idea that would also mean professional equipment & cut
>> (at least for my quality standards), and additionally I am unsure if
>> my contacts are willing to provide video content. Nevertheless I am
>> happy to help regarding contacts if someone has the time and money and
>> definitely wants to push that topic. Please also contact me!
>> 
>> Best,
>> Robert
>> 
>> On Sat, Mar 28, 2015 at 7:48 PM, Jan Lehnardt <jan@apache.org> wrote:
>>> tl;dr: I’m not stopping anyone from proceeding with this. I just want to
>> make sure that we don’t end up with a high-profile proposal that nobody in
>> this community can act on and that wastes our precious time that could be
>> used for more productive things.
>>> 
>>> 
>>> marketing@ hat:
>>> 
>>>> On 28 Mar 2015, at 19:11, Johs Ensby <johs@b2w.com> wrote:
>>>> 
>>>> Lena, when you say
>>>>> When developing a strategy + approach for this, it would be good imo
>> to elaborate which different ways we can take to achieve what the general
>> purpose of this is.
>>>> 
>>>> I think it is happening.
>>> 
>>> I don’t see it.
>>> 
>>> 
>>>> I think we could learn from the logo discussion that lead to a process
>> that will support a decision
>>>> Making a case video with a big brand is a lot more complicated than a
>> new sofa in the logo, since they are serious about their external comms, so
>> at this list we would need progress on in our abilities to discuss processes
>>> 
>>> I think we should start with goals, not with “we should have a flashy
>> video series“.
>>> 
>>> 1. Goals
>>> 
>>> - What do we want to convey?
>>> - …and to whom?
>>> - How does this benefit CouchDB?
>>>  - internal and external (e.g. attracting committers vs. boosting
>> CouchDB’s profile)
>>>  - what value add exists for people/companies that we’d engage (in
>> which ever way)
>>>  - what is the value add for the target audience (do deciders watch 1
>> hour documentary, or do developers care that we are used by Apple somewhere
>> etc.)
>>> 
>>> 2. Approaches
>>> 
>>> - for each goal, we should, before we start anything, decide:
>>>  - what tech to use (text, video, audio, slides, animation etc.) given
>> the target audience
>>>  - how to tell a particular story given the target audience
>>>  - which partners to interview (and how to convince them)
>>>  - how much effort it is and who can work on it
>>>  - how we do PR for a particular instalment (just dumping a video on
>> YouTube does not a success make, managing PR is not trivial)
>>> 
>>> None of this must be absolutely in depth, but once we have a list of
>> things we want to get out and a list of ways to get them out, we can sort
>> the latter list by what we can actually achieve as a group with the people
>> we have and anyone we can recruit. We need to be clear about these things
>> *before* we consider spending lots of time and maybe money on any one thing.
>>> 
>>> Here’s a start:
>>> 
>>> 1.
>>> 
>>> Message: big names trust Apache CouchDB
>>> Target Audience: deciders (including developers, who make tech choices)
>>> Approach: big name logos on website
>>> Story: not much, just use flashy logos
>>> Effort: small / medium (lots of emailing and getting PR/legal clearance
>> from companies)
>>> PR Effort: medium (should include a bunch of tweets at least)
>>> Who could do this: anyone who has the time to write emails and somewhat
>> understands corporate priorities and sensibilities.
>>> Possibile follow-up work: prepare presenter slides that people who give
>> CouchDB talks add to their slide deck to brag about CouchDB’s success.
>>> 
>>> 
>>> 2.
>>> 
>>> Message: Apache CouchDB is good for <mobile sync|big data|ease of
>> development|…>
>>> Target Audience: developers & deciders
>>> Story: CouchDB is good at X, here is a case study
>>> Approach: Case-Study section of our website
>>> Effort: medium (needs prep work for a bit of a questionnaire and then
>> reach out to CouchDB users who can fill it out, we take the results and
>> produce a case-study)
>>> Who could do this: Prep work: someone who knows how to ask good, broad
>> questions that allow specific answers. Write-up: someone who’s good at
>> writing things up (duh :)
>>> PR Effort: medium (tweets, blog/G+ posts etc)
>>> Possible follow-up work: really interesting case studies could be used
>> to make press releases (c.f. “Apache CouchDB helped find the Higgs-Boson”)
>>> 
>>> 
>>> 3.
>>> 
>>> Message: Apache CouchDB is developer friendly
>>> Target Audience: developers
>>> Story: Depends on interviewee.
>>> Approach: Interview series on the blog
>>> Effort: ...
>>> PR Effort: ...
>>> Follow-up: ...
>>> 
>>> 
>>> 4.
>>> 
>>> Message: Apache CouchDB is a great developer community, you should join
>>> Target Audience: developers
>>> Story: Depends on interviewee.
>>> Approach: Interview series on the blog
>>> Effort: ...
>>> PR Effort: ...
>>> Follow-up: ...
>>> 
>>> 
>>> And so on...
>>> 
>>> 
>>> * * *
>>> 
>>> PMC hat:
>>> 
>>> In addition, I’d like you, Johs, to consider the feedback you have
>> gotten so far on the video idea. If you ask for feedback on ideas, I’d
>> appreciate, if you’d address it:
>>> 
>>> - way too much effort for our group of volunteers
>>> - no sponsor to foot any bills
>>> - not great from an accessibility point of view
>>> - not great from a getting partners-to-do-this-with-in-the-frist-place
>> point of view
>>> - there are many more things that we can do more easily and with the
>> resources we have so why try to boil the ocean?
>>> 
>>> 
>>> * * *
>>> 
>>> Best
>>> Jan
>>> --
>>> 
>>> 
>>>> 
>>>> List of big brands that use CouchDB for impressive things
>>>> List of material already published for this (like some ugly powerpoint
>> from ta talk at a conference, far from approved by any big brand comms dept)
>>>> Develop story ideas
>>>> Run a "Who knows somebody” to id a possible contact based on a personal
>> relationships that form the first bases of trust
>>>> Make an interview
>>>> Develop the story
>>>> Get it approved (text)
>>>> Agree on where/how to publish it
>>>> Adapt it for relevant formats/channels
>>>> 
>>>> 1-2 is happening already
>>>> If you get a really good opportunity at 4) you to video if allowed
>>>> 
>>>> Jan,
>>>> 
>>>> For low-hanging fruit, you could branch out after point 3 and decide to
>> just publish a story without any reference/endorsement.
>>>> The only thing to care about then is to ask
>>>> Is it true?
>>>> Is it true that CouchDB has a role in the IMB/Apple cooperation
>> agreement?
>>>> Is it true that the BBC is using CouchDB to …..?
>>>> Is it true that the CERN is using CouchDB to …..?
>>>> 
>>>> The low-hanging branch could go like this
>>>> List of big brands that use CouchDB for impressive things
>>>> List of material already published for this (like some ugly powerpoint
>> from ta talk at a conference, far from approved by any big brand comms dept)
>>>> Run a "Who knows somebody” to id a possible contact based on a personal
>> relationships, this time to get a inside source
>>>> Check facts, verify them with two sources, quotes if possible
>>>> Develop a story
>>>> Publish on CouchDB web site
>>>> 
>>>> The problem with this approach is the channel.
>>>> Here my advice is to go for a story that works like rumour, a bit hot
>> and for insiders to share with the next layer of insiders until it reach
>> the outsiders.
>>>> j
>>>> 
>>>> 
>>>>> On 28 Mar 2015, at 18:36, Jan Lehnardt <jan@apache.org> wrote:
>>>>> 
>>>>>> 
>>>>>> On 28 Mar 2015, at 18:20, Johs Ensby <johs@b2w.com <mailto:
>> johs@b2w.com>> wrote:
>>>>>> 
>>>>>> Jan,
>>>>>>> I don’t see us taking a camera into CERN and the BBC for mood
shots
>> and interviews.
>>>>>> I do
>>>>>> Dont underestimate the “us” of this list
>>>>> 
>>>>> I’m not trying to. If anyone says they are willing to spend a week
or
>> so travelling to Geneva and London and a few more weeks on pre- and
>> post-production for the benefit of CouchDB, I’ll be their biggest
>> supporter. I’m just suggesting that I haven’t seen anyone here (yet) and
>> that with the resources I know about, we can do something very low-key that
>> can get us a looong way.
>>>>> 
>>>>> Just having a list of “these big names are using CouchDB” on the
>> website would be terrific, and, while not trivial, be A LOT easier than
>> producing high-quality video.
>>>>> 
>>>>> Having “here is what a few of those big names are doing with CouchDB
>> and how they like it / why they chose it” case-studies is the next level up
>> from there and that’s *still* going to be a lot less work etc.
>>>>> 
>>>>> I’m just worried we are getting excited about high hanging fruit while
>> starving and ignoring the low-hanging ones.
>>>>> 
>>>>> Again, I’ll support anyone who is going all out on kick-ass CouchDB
>> end-user videos. I just also want to make sure we do something with the
>> other resources we have to get something tangible going with less effort
>> and maybe even faster.
>>>>> 
>>>>> Best
>>>>> Jan
>>>>> --
>>>>> 
>>>>> 
>>>>> 
>>>>> 
>>>>>> 
>>>>>> Alexander,
>>>>>> great list, I am focusing on what I see as business cases for CouchDB
>> (Apple is a different animal)
>>>>>> - BBC: http://www.erlang-factory.com/conference/London2009/
>> speakers/endafarrell <http://www.erlang-factory.com/conference/London2009/
>> speakers/endafarrell> <http://www.erlang-factory.
>> com/conference/London2009/speakers/endafarrell <http://www.erlang-factory.
>> com/conference/London2009/speakers/endafarrell>>
>>>>>> - CERN: http://readwrite.com/2010/08/26/lhc-couchdb <
>> http://readwrite.com/2010/08/26/lhc-couchdb> <
>> http://readwrite.com/2010/08/26/lhc-couchdb <http://readwrite.com/2010/08/
>> 26/lhc-couchdb>>
>>>>>> all I need to develop a story idea of someone has a warm contact
that
>> is interesting in doing the interview and hopefully pull in some colleague
>>>>>> j
>>>>>> 
>>>>>> 
>>>>>>> On 28 Mar 2015, at 18:15, Jan Lehnardt <jan@apache.org <mailto:
>> jan@apache.org>> wrote:
>>>>>>> 
>>>>>>> Ok, then just my cautioning: producing video is orders of magnitude
>> more involved than producing text. Since we are just getting started,
>> unless we have someone who’s happy to do pro video work for us, I’d suggest
>> that we focus on text and use video as a prop for transcripts and such.
>>>>>>> 
>>>>>>> Note that the Apple videos you linked were done by a professional
>> video production crew with plenty of resources. I don’t see us taking a
>> camera into CERN and the BBC for mood shots and interviews.
>>>>>>> 
>>>>>>> Again, if we *do* have people that are willing to do this, I’m
all
>> for it. To get started, it might be easier and more bang for the buck to
>> start with text.
>>>>>>> 
>>>>>>> Best
>>>>>>> Jan
>>>>>>> --
>>>>>>> 
>>>>>>> 
>>>>>>>> On 28 Mar 2015, at 18:07, Johs Ensby <johs@b2w.com <mailto:
>> johs@b2w.com>> wrote:
>>>>>>>> 
>>>>>>>> Jan,
>>>>>>>> my suggestion if we got an opportunity with CERN or BBC is
to set
>> the target at
>>>>>>>> article that could be adopted to various purposes and with
video
>> being supporting clips and possibly a standalone.
>>>>>>>> What many dont realise is that the biggest part of this job
is
>> story and coordination of approval.
>>>>>>>> Heading for text first eases the approval process for a video
>> release.
>>>>>>>> 
>>>>>>>> Noah,
>>>>>>>> I thought of some case videos that Apple did some years back
a the
>> way to go
>>>>>>>> https://www.youtube.com/watch?v=42e-HFbt6Z4 <
>> https://www.youtube.com/watch?v=42e-HFbt6Z4> <https://www.youtube.com/
>> watch?v=42e-HFbt6Z4 <https://www.youtube.com/watch?v=42e-HFbt6Z4>>
>>>>>>>> This is a typical B2B story that uses interviews with several
>> people that
>>>>>>>> are part of the decision making process.
>>>>>>>> - head of production
>>>>>>>> - technology controller
>>>>>>>> - editor
>>>>>>>> this is an exemplary piece when it comes to supporting tech
>> selection.
>>>>>>>> Marketing is all about supporting decision making and in
B2B,
>> especially selecting tech platforms it needs to be this kind of story.
>>>>>>>> 
>>>>>>>> j
>>>>>>>> 
>>>>>>>>> On 28 Mar 2015, at 17:55, Jan Lehnardt <jan@apache.org
<mailto:
>> jan@apache.org>> wrote:
>>>>>>>>> 
>>>>>>>>> 
>>>>>>>>>> On 28 Mar 2015, at 17:46, Johs Ensby <johs@b2w.com
<mailto:
>> johs@b2w.com>> wrote:
>>>>>>>>>> 
>>>>>>>>>> Agree that there is not a one-size-fits-all approach
>>>>>>>>>> My “open” approach is
>>>>>>>>>> - story idea first
>>>>>>>>>> - interviewee agrees with it and OKs it with whoever
needed to go
>> public (comms dept)
>>>>>>>>>> - interview on video
>>>>>>>>> 
>>>>>>>>> Are you planning to release the video, or is that just
the basis
>> for a written version?
>>>>>>>>> 
>>>>>>>>> Best
>>>>>>>>> Jan
>>>>>>>>> --
>>>>>>>>> 
>>>>>>>>> 
>>>>>>>>>> - article writeup and approval
>>>>>>>>>> - video edit and apprtoval
>>>>>>>>>> - adaptation for various formats/channels
>>>>>>>>>> j
>>>>>>>>>> 
>>>>>>>>>>> On 28 Mar 2015, at 17:38, Noah Slater <nslater@apache.org
>> <mailto:nslater@apache.org>> wrote:
>>>>>>>>>>> 
>>>>>>>>>>> Are we interested in doing interview over, say,
white papers, or
>> case
>>>>>>>>>>> studies? I'd like to suggest that we approach
each company with
>> a list of
>>>>>>>>>>> options and see what works, instead of a one-size-fits-all
>> approach.
>>>>>>>>>>> 
>>>>>>>>>>> On Sat, 28 Mar 2015 at 15:38 Andy Wenk <andy@nms.de
<mailto:
>> andy@nms.de>> wrote:
>>>>>>>>>>> 
>>>>>>>>>>>> Dear Sally,
>>>>>>>>>>>> 
>>>>>>>>>>>> Alex, a fellow PMC member and others at the
marketing list of
>> the CouchDB
>>>>>>>>>>>> project had the great idea to start a interview
series with big
>> players in
>>>>>>>>>>>> the tech industry who are using CouchDB.
We are now looking for
>> people at
>>>>>>>>>>>> these companies we can contact. The list
is as follows:
>>>>>>>>>>>> 
>>>>>>>>>>>> Apple
>>>>>>>>>>>> BBC
>>>>>>>>>>>> CERN
>>>>>>>>>>>> NodeJS/NPM
>>>>>>>>>>>> Drupal
>>>>>>>>>>>> Soundcloud
>>>>>>>>>>>> Erlang Solutions
>>>>>>>>>>>> Apache Cordova
>>>>>>>>>>>> Microsoft
>>>>>>>>>>>> 
>>>>>>>>>>>> Please find more details below how these
companies / projects
>> use CouchDB.
>>>>>>>>>>>> 
>>>>>>>>>>>> Can you help us with some contacts? Or do
you have any advice
>> how to find
>>>>>>>>>>>> out, who are the people we should contact
at these companies?
>>>>>>>>>>>> 
>>>>>>>>>>>> Thank you so much for any help ;-)
>>>>>>>>>>>> 
>>>>>>>>>>>> Warm regards
>>>>>>>>>>>> 
>>>>>>>>>>>> Andy
>>>>>>>>>>>> 
>>>>>>>>>>>> ---------- Forwarded message ----------
>>>>>>>>>>>> From: Alexander Shorin <kxepal@gmail.com
<mailto:
>> kxepal@gmail.com>>
>>>>>>>>>>>> Date: 27 March 2015 at 12:44
>>>>>>>>>>>> Subject: Re: CouchDB users interview
>>>>>>>>>>>> To: "marketing@couchdb.apache.org <mailto:marketing@couchdb.
>> apache.org>" <marketing@couchdb.apache.org <mailto:marketing@couchdb.
>> apache.org>>, Andreas
>>>>>>>>>>>> Wenk <andy@nms.de <mailto:andy@nms.de>>
>>>>>>>>>>>> 
>>>>>>>>>>>> 
>>>>>>>>>>>> On Fri, Mar 27, 2015 at 1:52 PM, Andy Wenk
<andy@nms.de
>> <mailto:andy@nms.de>> wrote:
>>>>>>>>>>>>> Can someone send a list of companies
we would like to contact?
>>>>>>>>>>>> 
>>>>>>>>>>>> From my point of view:
>>>>>>>>>>>> 
>>>>>>>>>>>> - Apple: they have CouchDB included in XCode
server
>>>>>>>>>>>> - BBC:
>>>>>>>>>>>> http://www.erlang-factory.com/conference/London2009/
>> speakers/endafarrell
>>>>>>>>>>>> - CERN: http://readwrite.com/2010/08/26/lhc-couchdb
>>>>>>>>>>>> 
>>>>>>>>>>>> - NodeJS/NPM: they had a couple of posts
about their experience
>> with
>>>>>>>>>>>> CouchDB and troubles they had, but it would
be good to ask them
>> some
>>>>>>>>>>>> more questions about
>>>>>>>>>>>> - Drupal community: they don't technically
uses CouchDB, but the
>>>>>>>>>>>> replication protocol
>>>>>>>>>>>> - Soundcloud: iirc they uses CouchDB as well
or also just
>> replication
>>>>>>>>>>>> protocol
>>>>>>>>>>>> - Erlang Solutions: https://elearning.erlang-
>> solutions.com/couchdb/
>>>>>>>>>>>> - Apache Cordova: their plugins registry
>>>>>>>>>>>> http://http://plugins.cordova.io is driven
by CouchDB
>>>>>>>>>>>> - Microsoft: Yaron Goland seems very active
on replication@ ML
>> and may
>>>>>>>>>>>> know something
>>>>>>>>>>>> 
>>>>>>>>>>>> - Cloudant/IBM, PouchDB and Hoodie/Neighborhoodie:
I think,
>> there is
>>>>>>>>>>>> no need to explain why (:
>>>>>>>>>>>> 
>>>>>>>>>>>> These are big fishes, but any success with
them could attract
>> the
>>>>>>>>>>>> others. Most urls on CouchDB in the Wild
page are not giving
>> much
>>>>>>>>>>>> hope, but you can walk among them and pick
few links which you
>> likes.
>>>>>>>>>>>> 
>>>>>>>>>>>> In additional, may be some call on Twitter
/ ML / Socialmedia
>> may be
>>>>>>>>>>>> helpful.
>>>>>>>>>>>> 
>>>>>>>>>>>> --
>>>>>>>>>>>> ,,,^..^,,,
>>>>>>>>>>>> 
>>>>>>>>>>>> 
>>>>>>>>>>>> 
>>>>>>>>>>>> --
>>>>>>>>>>>> Andy Wenk
>>>>>>>>>>>> Hamburg - Germany
>>>>>>>>>>>> RockIt!
>>>>>>>>>>>> 
>>>>>>>>>>>> http://www.couchdb-buch.de
>>>>>>>>>>>> http://www.pg-praxisbuch.de
>>>>>>>>>>>> 
>>>>>>>>>>>> GPG fingerprint: C044 8322 9E12 1483 4FEC
9452 B65D 6BE3 9ED3
>> 9588
>>>>>>>>>>>> 
>>>>>>>>>>>> https://people.apache.org/keys/committer/andywenk.asc
>>>>>>>>>>>> 
>>>>>>>>>> 
>>>>>>>>> 
>>>>>>>>> --
>>>>>>>>> Professional Support for Apache CouchDB:
>>>>>>>>> http://www.neighbourhood.ie/couchdb-support/
>>>>>>>>> 
>>>>>>>> 
>>>>>>> 
>>>>>>> --
>>>>>>> Professional Support for Apache CouchDB:
>>>>>>> http://www.neighbourhood.ie/couchdb-support/
>>>>>>> 
>>>>>> 
>>>>> 
>>>>> --
>>>>> Professional Support for Apache CouchDB:
>>>>> http://www.neighbourhood.ie/couchdb-support/ <
>> http://www.neighbourhood.ie/couchdb-support/>
>>> 
>>> --
>>> Professional Support for Apache CouchDB:
>>> http://www.neighbourhood.ie/couchdb-support/
>>> 
>> 

-- 
Professional Support for Apache CouchDB:
http://www.neighbourhood.ie/couchdb-support/


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