OpenStack Marketing Meeting:Logo Programs & User CampaignJanuary 23, 2013

Mark CollierCOO, OpenStack Foundation@sparkycollier

Lauren SellDirector of Marketing, OpenStack Foundation@laurensell

Upcoming Events‣ OpenStack Summit, April 15-18, Portland

‣ Speaking submissions due February 15 – looking for users!

‣ Sponsorships nearly sold out

‣ http://www.openstack.org/summit

‣ Upcoming Events

‣ Scale11x, February 22-24

‣ PyCon, March 13-21

‣ World Hosting Days, March 19-21

OpenStack Update‣ 2013 Upcoming Editions (content deadline)

‣ March 8 (March 1)

‣ April 4: Special Edition - Grizzly Release + Summit Preview (March 29)

‣ May 20 (May 13)

‣ July 22 (July 15)

‣ September 23 (Sept 16)

‣ October Summit Edition TBD date:(TBD)

‣ November 18 (Nov 11)

‣ newsletter@openstack.org

Commercial Logo Programs

Disclaimer

This presentation is not a substitute for a detailed review of the full trademark policy and associated license agreements, which you can find here:

openstack.org/brandContact logo@openstack.org with questions

OpenStack Interest is high

OpenStack interest is global

The ecosystem is delivering tons of choices

With so much activity…

There is a risk of confusing the market

The trademark policy is designed to:

‣Help community promote OpenStack, with guidelines to police bad actors

‣Clearly identify OpenStack products

What is the Primary Logo?

‣ Available for community building and non-commercial use

When can you use primary logo?

‣ Organizing a user group meetup

‣ Publishing educational content or news articles about OpenStack that does not promote a product, even on a commercial website

‣ Presenting your involvement in the community, for example in a slide deck

What about marketing my OpenStack product?

‣ We’ve created co-marketing licensing programs to clearly identify your OpenStack products

‣ Specific product logos

‣ Ability to use the OpenStack wordmark in your product name (as outlined in the agreement)

Helpful tips

• Market OpenStack appropriately on your own website and social media accounts

• Use the official OpenStack names for the components, such as “OpenStack Object Storage” or “OpenStack Networking”

• Email logo@openstack.org with questions

• Review openstack.org/brand• Obtain a license for the appropriate

commercial use logo & wordmark

• Register a new domain or social media handle (e.g. twitter) with “openstack” in it

• Use project code names in your product marketing

• Buy google keywords

• Ask a random stranger• Guess about the policy• Grab the primary logo off of google

Do Don’t

Swift Nova

Quantum

Family of logos for product marketing

There are two major categories

Incorporates OpenStack software

Works with OpenStack Software

• Includes/runs OpenStack software (Compute and/or Object Storage) from the latest two versions

• Exposes OpenStack API

• Compatible tools• Services and training

Examples

Incorporates OpenStack software

Works with OpenStack Software

• Software distribution • Converged appliance

• Object Storage specific products

• Public cloud (IaaS)

• Management tools• Hardware tested with

OpenStack• Professional services• Training

Other requirements

Incorporates OpenStack software

Works with OpenStack Software

• Programs available to Corporate Sponsors and Gold or Platinum Members of the Foundation

• One year signed agreement• Comply with guidelines for product naming• Clearly state which components & versions are

used

• One year signed agreement

• Comply with guidelines for product naming

“nutrition label”

Summary: Commercial Use ProgramsProgram Name

OpenStack Distribution

OpenStack Cloud

Powered by OpenStack

Powered by OpenStack Storage

Built for OpenStack

Category Examples

Software Distribution based on OpenStack

IaaS Cloud Appliances & Converged Solutions

Object Storage based products

Cloud App/Tool, Compatible HW, Services

Logo

Wordmark in product name (example with “ACME” as the company brand)

ACME OpenStack

ACME OpenStack Cloud

ACME Appliance Powered by OpenStack

ACME Cloud powered by OpenStack Storage

ACME Software for OpenStack

ACME Hardware for OpenStack

Software Requirement

Include OpenStack Compute & Object Storage software & expose OpenStack APIs

Include OpenStack Object Storage & expose APIs

Designed to interoprate with OpenStack (e.g. through APIs)

Release Freshness

From latest 2 releases at time of launch

From latest 2 releases (rolling)

Business Program available to Foundation sponsors and Gold & Platinum Members (see openstack.org/join), licensing agreement required

Licensing agreement

How do I participate in the co-marketing programs?

1. Select appropriate program for your product

2. Determine if membership/sponsorship required to participate in the program (openstack.org/join)

3. Provide information about your product and sign license agreement with the Foundation (openstack.org/brand)

4. Incorporate commercial logo and wordmark in your product marketing according to guidelines

5. Coordinate with Foundation staff for marketing/PR to amplify your product launch

User Stories Campaign:Participate in the Pilot Program!

Goals

‣ Identify and showcase a diverse set of OpenStack case studies

‣ Counter the perception that OpenStack is only for tech companies and test/dev

‣ Promote ecosystem companies whose customers are successfully deploying OpenStack

Pilot Program User Criteria

‣ Enterprise Private Cloud

‣ Ideally Billion+ Revenue

‣ Falls outside the tech industry

‣ Name brand / recognizable = big plus

‣ Using OpenStack for production workloads

‣ Willing to promote publicly

‣ Speak about it, write up a case study, etc

Tell us about your customer

‣ Business Drivers

‣ Reasons for choosing OpenStack

‣ Use case/applications running on OpenStack

‣ Results/metrics to date

‣ Technical Details

‣ Size of cloud

‣ OpenStack version and components used (Compute, Object Storage, etc)

‣ Hypervisors, integrations with legacy systems, etc.

‣ Overview of products/Services used from ecosystem

User Campaign Details Help drafting a case study Paid and earned social campaigns to drive traffic to case study Featured user story across all OpenStack channels for at least a month

Newsletter Website homepage/banner Social media (Facebook/LinkedIn/Twitter)

Webinar featuring the user as well as your company representative

Media coverage, press and analyst opportunities Optional creative components such as

Video interview Twitter chat or blog Q&A Infographic 

Links and mentions back your company & offerings Potential speaking opportunities at the OpenStack Summit Qualify for best case study award to be presented at the April &

October Summits

Thank You

Support the Foundation as a Member or Sponsor

Platinum Member

Gold Member Corporate Sponsor Startup Sponsor

Board Rep Appoint a Board Member

Elect representatives for Gold class to Board

No* No*

Press release announcing you joined

✔ ✔

Inclusion on signage at industry events

✔ ✔

Recognition on openstack.org Featured Placement

Featured Placement ✔ ✔

Badge for your site Platinum Badge Gold Badge Sponsor Badge Sponsor Badge

Opportunity to be included in Newsletter

✔ ✔ ✔ ✔

Access to restricted use OpenStack logo within guidelines

✔ ✔ ✔ ✔

Annual Fee $500k + 2 FTE $50K-$200k (0.025% of company revenue)

$25k $10k

*Individuals from any company can run & vote for Individual Member Board Seats