Return-Path: X-Original-To: apmail-couchdb-marketing-archive@minotaur.apache.org Delivered-To: apmail-couchdb-marketing-archive@minotaur.apache.org Received: from mail.apache.org (hermes.apache.org [140.211.11.3]) by minotaur.apache.org (Postfix) with SMTP id 3C4B110B61 for ; Sat, 28 Mar 2015 18:50:38 +0000 (UTC) Received: (qmail 85225 invoked by uid 500); 28 Mar 2015 18:50:38 -0000 Delivered-To: apmail-couchdb-marketing-archive@couchdb.apache.org Received: (qmail 85185 invoked by uid 500); 28 Mar 2015 18:50:38 -0000 Mailing-List: contact marketing-help@couchdb.apache.org; run by ezmlm Precedence: bulk List-Help: List-Unsubscribe: List-Post: List-Id: Reply-To: marketing@couchdb.apache.org Delivered-To: mailing list marketing@couchdb.apache.org Received: (qmail 85168 invoked by uid 99); 28 Mar 2015 18:50:38 -0000 Received: from nike.apache.org (HELO nike.apache.org) (192.87.106.230) by apache.org (qpsmtpd/0.29) with ESMTP; Sat, 28 Mar 2015 18:50:38 +0000 X-ASF-Spam-Status: No, hits=0.0 required=5.0 tests= X-Spam-Check-By: apache.org Received-SPF: error (nike.apache.org: local policy) Received: from [95.143.172.184] (HELO monoceres.uberspace.de) (95.143.172.184) by apache.org (qpsmtpd/0.29) with ESMTP; Sat, 28 Mar 2015 18:50:13 +0000 Received: (qmail 25394 invoked from network); 28 Mar 2015 18:48:51 -0000 Received: from localhost (HELO ?10.0.0.16?) (127.0.0.1) by monoceres.uberspace.de with SMTP; 28 Mar 2015 18:48:51 -0000 Content-Type: text/plain; charset=utf-8 Mime-Version: 1.0 (Mac OS X Mail 8.2 \(2070.6\)) Subject: Re: CouchDB users interview From: Jan Lehnardt In-Reply-To: <925FC3CC-DB52-4FED-A482-630CCE550EAE@b2w.com> Date: Sat, 28 Mar 2015 19:48:50 +0100 Content-Transfer-Encoding: quoted-printable Message-Id: <0999F63A-4AF7-4B50-90A9-C3D7D4BA9454@apache.org> References: <84C43CBE-975A-400F-868F-945D0A85240D@b2w.com> <8DDAF57A-EE0F-416D-98A4-C5478727A3B7@b2w.com> <3816E177-D3B6-48D7-B8B1-5DFF9FB46CD8@b2w.com> <822C4188-79E0-4237-8372-FF8DB2586BBA@b2w.com> <7078D541-C963-4355-8944-69135E36F408@apache.org> <1FB3F8BE-D1CB-41E5-B532-FE2B193A2322@apache.org> <978BA32E-8F13-41ED-AF28-E9C66 09BEAC0@b2w.com> <60F36C7B-32BD-4F27-A2F5-F7BA74374CA5@apache.org> <925FC3CC-DB52-4FED-A482-630CCE550EAE@b2w.com> To: marketing@couchdb.apache.org X-Mailer: Apple Mail (2.2070.6) X-Virus-Checked: Checked by ClamAV on apache.org tl;dr: I=E2=80=99m not stopping anyone from proceeding with this. I just = want to make sure that we don=E2=80=99t 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 wrote: >=20 > 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. >=20 > I think it is happening. I don=E2=80=99t 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 =E2=80=9Cwe should have a = flashy video series=E2=80=9C. 1. Goals - What do we want to convey? - =E2=80=A6and to whom? - How does this benefit CouchDB? - internal and external (e.g. attracting committers vs. boosting = CouchDB=E2=80=99s profile) - what value add exists for people/companies that we=E2=80=99d 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=E2=80=99s 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=E2=80=99s = success. 2. Message: Apache CouchDB is good for 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=E2=80=99s = 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. =E2=80=9CApache CouchDB helped find the = Higgs-Boson=E2=80=9D) 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=E2=80=99d like you, Johs, to consider the feedback you = have gotten so far on the video idea. If you ask for feedback on ideas, = I=E2=80=99d appreciate, if you=E2=80=99d 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 -- >=20 > 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=E2=80=9D 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 >=20 > 1-2 is happening already > If you get a really good opportunity at 4) you to video if allowed >=20 > Jan, >=20 > 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 =E2=80=A6..? > Is it true that the CERN is using CouchDB to =E2=80=A6..? >=20 > 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=E2=80=9D 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 >=20 > 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 >=20 >=20 >> On 28 Mar 2015, at 18:36, Jan Lehnardt wrote: >>=20 >>>=20 >>> On 28 Mar 2015, at 18:20, Johs Ensby > wrote: >>>=20 >>> Jan, >>>> I don=E2=80=99t see us taking a camera into CERN and the BBC for = mood shots and interviews. >>> I do >>> Dont underestimate the =E2=80=9Cus=E2=80=9D of this list >>=20 >> I=E2=80=99m 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=E2=80=99ll be their = biggest supporter. I=E2=80=99m just suggesting that I haven=E2=80=99t = 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. >>=20 >> Just having a list of =E2=80=9Cthese big names are using CouchDB=E2=80=9D= on the website would be terrific, and, while not trivial, be A LOT = easier than producing high-quality video. >>=20 >> Having =E2=80=9Chere is what a few of those big names are doing with = CouchDB and how they like it / why they chose it=E2=80=9D case-studies = is the next level up from there and that=E2=80=99s *still* going to be a = lot less work etc. >>=20 >> I=E2=80=99m just worried we are getting excited about high hanging = fruit while starving and ignoring the low-hanging ones. >>=20 >> Again, I=E2=80=99ll 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. >>=20 >> Best >> Jan >> -- >>=20 >>=20 >>=20 >>=20 >>>=20 >>> 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 = = = = > >>> - CERN: 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 >>>=20 >>>=20 >>>> On 28 Mar 2015, at 18:15, Jan Lehnardt > wrote: >>>>=20 >>>> 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=E2=80=99s happy to do pro video work for us, = I=E2=80=99d suggest that we focus on text and use video as a prop for = transcripts and such. >>>>=20 >>>> Note that the Apple videos you linked were done by a professional = video production crew with plenty of resources. I don=E2=80=99t see us = taking a camera into CERN and the BBC for mood shots and interviews. >>>>=20 >>>> Again, if we *do* have people that are willing to do this, I=E2=80=99= m all for it. To get started, it might be easier and more bang for the = buck to start with text. >>>>=20 >>>> Best >>>> Jan >>>> -- >>>>=20 >>>>=20 >>>>> On 28 Mar 2015, at 18:07, Johs Ensby > wrote: >>>>>=20 >>>>> 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. >>>>>=20 >>>>> Noah, >>>>> I thought of some case videos that Apple did some years back a the = way to go >>>>> https://www.youtube.com/watch?v=3D42e-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. >>>>>=20 >>>>> j >>>>>=20 >>>>>> On 28 Mar 2015, at 17:55, Jan Lehnardt > wrote: >>>>>>=20 >>>>>>=20 >>>>>>> On 28 Mar 2015, at 17:46, Johs Ensby > wrote: >>>>>>>=20 >>>>>>> Agree that there is not a one-size-fits-all approach >>>>>>> My =E2=80=9Copen=E2=80=9D approach is >>>>>>> - story idea first >>>>>>> - interviewee agrees with it and OKs it with whoever needed to = go public (comms dept) >>>>>>> - interview on video >>>>>>=20 >>>>>> Are you planning to release the video, or is that just the basis = for a written version? >>>>>>=20 >>>>>> Best >>>>>> Jan >>>>>> -- >>>>>>=20 >>>>>>=20 >>>>>>> - article writeup and approval >>>>>>> - video edit and apprtoval >>>>>>> - adaptation for various formats/channels >>>>>>> j >>>>>>>=20 >>>>>>>> On 28 Mar 2015, at 17:38, Noah Slater > wrote: >>>>>>>>=20 >>>>>>>> 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. >>>>>>>>=20 >>>>>>>> On Sat, 28 Mar 2015 at 15:38 Andy Wenk > wrote: >>>>>>>>=20 >>>>>>>>> Dear Sally, >>>>>>>>>=20 >>>>>>>>> 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: >>>>>>>>>=20 >>>>>>>>> Apple >>>>>>>>> BBC >>>>>>>>> CERN >>>>>>>>> NodeJS/NPM >>>>>>>>> Drupal >>>>>>>>> Soundcloud >>>>>>>>> Erlang Solutions >>>>>>>>> Apache Cordova >>>>>>>>> Microsoft >>>>>>>>>=20 >>>>>>>>> Please find more details below how these companies / projects = use CouchDB. >>>>>>>>>=20 >>>>>>>>> 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? >>>>>>>>>=20 >>>>>>>>> Thank you so much for any help ;-) >>>>>>>>>=20 >>>>>>>>> Warm regards >>>>>>>>>=20 >>>>>>>>> Andy >>>>>>>>>=20 >>>>>>>>> ---------- Forwarded message ---------- >>>>>>>>> From: Alexander Shorin > >>>>>>>>> Date: 27 March 2015 at 12:44 >>>>>>>>> Subject: Re: CouchDB users interview >>>>>>>>> To: "marketing@couchdb.apache.org = " >, Andreas >>>>>>>>> Wenk > >>>>>>>>>=20 >>>>>>>>>=20 >>>>>>>>> On Fri, Mar 27, 2015 at 1:52 PM, Andy Wenk > wrote: >>>>>>>>>> Can someone send a list of companies we would like to = contact? >>>>>>>>>=20 >>>>>>>>> =46rom my point of view: >>>>>>>>>=20 >>>>>>>>> - 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 >>>>>>>>>=20 >>>>>>>>> - 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 >>>>>>>>>=20 >>>>>>>>> - Cloudant/IBM, PouchDB and Hoodie/Neighborhoodie: I think, = there is >>>>>>>>> no need to explain why (: >>>>>>>>>=20 >>>>>>>>> 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. >>>>>>>>>=20 >>>>>>>>> In additional, may be some call on Twitter / ML / Socialmedia = may be >>>>>>>>> helpful. >>>>>>>>>=20 >>>>>>>>> -- >>>>>>>>> ,,,^..^,,, >>>>>>>>>=20 >>>>>>>>>=20 >>>>>>>>>=20 >>>>>>>>> -- >>>>>>>>> Andy Wenk >>>>>>>>> Hamburg - Germany >>>>>>>>> RockIt! >>>>>>>>>=20 >>>>>>>>> http://www.couchdb-buch.de >>>>>>>>> http://www.pg-praxisbuch.de >>>>>>>>>=20 >>>>>>>>> GPG fingerprint: C044 8322 9E12 1483 4FEC 9452 B65D 6BE3 9ED3 = 9588 >>>>>>>>>=20 >>>>>>>>> https://people.apache.org/keys/committer/andywenk.asc >>>>>>>>>=20 >>>>>>>=20 >>>>>>=20 >>>>>> --=20 >>>>>> Professional Support for Apache CouchDB: >>>>>> http://www.neighbourhood.ie/couchdb-support/ >>>>>>=20 >>>>>=20 >>>>=20 >>>> --=20 >>>> Professional Support for Apache CouchDB: >>>> http://www.neighbourhood.ie/couchdb-support/ >>>>=20 >>>=20 >>=20 >> --=20 >> Professional Support for Apache CouchDB: >> http://www.neighbourhood.ie/couchdb-support/ = --=20 Professional Support for Apache CouchDB: http://www.neighbourhood.ie/couchdb-support/