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Docker and growth strategy @ UBI I/O - 7/8/2014 by Julien Barbier & Victor Coisne

Agenda The Marketing team – 3min Docker: What / Why – 12 min Games of Growth – 15min

Meet The full Growth, Marketing, Community, and Com team @ Docker

Julien Barbier Head of Marketing & Community @ Docker Founder of while42 - the French Tech Engineers Network Founder of Eurisko International LLC (ecommerce, Miami) Founder of NoteTonEntreprise.com (France) Contact

julien@docker.com @julienbarbier42

Victor Coisne Marketing coordinator @ Docker Contact

victor@docker.com @vcoisne

What is Docker?

Pivot and Definition From dotCloud to Docker Docker

An open platform for distributed applications for developers and sysadmins.

Build, Ship and RunAny App, Anywhere Alternative to standard virtualization

Docker containers vs VM

Analogy: Intermodal Shipping Container

Let’s create a shipping container system for applications

Major Use Cases CI / CD

Application lifecycle management - from code to build to test to stage to deploy to on-going management and maintenance

Alternative to Virtualization Disruptive economics

Hyper scaling Agility - Scale-out, down, up...rapidly

Cross cloud deployment and portability Development flexibility (laptop, datacenter,

hybrid/private/public cloud)

Who is using Docker?

And hundreds of others…

Games of Growth

Before we begin Track and Measure EVERYTHING

possible Even data that you do not need

today. They will be useful tomorrow

Integrate tracking and metrics in your product cycle When you release a product or

feature you have to have the tracking related to it before it goes out

Measure the impact of every change / feature / update / product / …

First Docker Growth Hack At the beginning, there was (almost) nothing

Budget = 0 Awareness = 0 Team = 1

Build cool things that your community ask for Example: (SaaS) memcached as a service

Website + white paper + GitHub repo #5 on Hacker News Trending on SlideShare Still in top 20 referrer

Recycle Failing is not an option! :) If a blog post fails to get traffic on a network

then Retry with a updated url Try SlideShare Try PDF Try eBook …

Example “PaaS Under the hood” Blog = almost nothing SlideShare = almost nothing eBook = HUGE traction

Hacking Hacker News Because it is the right community

Tech early adopters Build brand awareness Gain visibility and traffic Control messaging Upvote as fast as possible Automate: HNWatcher.com

The whole team receivealerts whenever “docker”is mentioned on HN

Scaling the Community Community management is NOT just Twitter +

Facebook… Build an Online + Offline strategy Treat the community as if there were part of your

company They should get the credit for what they are doing Treat their products / posts the same way you

HN Twitter Reddit Facebook As if it was your product / blog post

Say THANK YOU!

Twitter and co - tip of the day Mention the author handle – She should be

given the credit for what she did Mention the company handle Mention other handles when interesting They will potentially all RT DO NOT use auto post tools! Remember: each social network is different

Docker meetup groups 98 cities 38 countries Q2 = 174

meetups and events on Docker

Docker Meetup groups Year 1

The meetup strategy Reach out to people to give a talk about your product in other meetup groups Co-organize meetups with other companies Create your own Meetup network

Recruit co-organizers from Related meetup groups Bloggers Users

Help them Decks on Docker Provide guidelines Help with communication / Marketing Send goodies

Leverage your whole eco-system Users + Customers + Enterprises + Partners + SI… Third party endorsement is always better

Talk to RSVPs Before and after the meetup Share Photos + Slides + Videos Provide call to actions

Meetups everywhere! Organize meetups where your team is traveling

Small is beautiful

Questions?