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 <[email protected]> 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 <[email protected]> wrote: >> >>> >>> On 28 Mar 2015, at 18:20, Johs Ensby <[email protected] <mailto:[email protected]>> >>> 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 <[email protected] >>>> <mailto:[email protected]>> 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 <[email protected] <mailto:[email protected]>> >>>>> 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 <[email protected] >>>>>> <mailto:[email protected]>> wrote: >>>>>> >>>>>> >>>>>>> On 28 Mar 2015, at 17:46, Johs Ensby <[email protected] >>>>>>> <mailto:[email protected]>> 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 <[email protected] >>>>>>>> <mailto:[email protected]>> 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 <[email protected] >>>>>>>> <mailto:[email protected]>> 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 <[email protected] <mailto:[email protected]>> >>>>>>>>> Date: 27 March 2015 at 12:44 >>>>>>>>> Subject: Re: CouchDB users interview >>>>>>>>> To: "[email protected] >>>>>>>>> <mailto:[email protected]>" <[email protected] >>>>>>>>> <mailto:[email protected]>>, Andreas >>>>>>>>> Wenk <[email protected] <mailto:[email protected]>> >>>>>>>>> >>>>>>>>> >>>>>>>>> On Fri, Mar 27, 2015 at 1:52 PM, Andy Wenk <[email protected] >>>>>>>>> <mailto:[email protected]>> 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/
