- Docker is an open platform for distributed applications and an alternative to standard virtualization that allows developers to build, ship, and run applications anywhere.
- In the early days with no budget or awareness, Docker grew its community by building things they requested like memcached as a service, which trended on sites like Hacker News and SlideShare.
- Docker scaled its community through an online and offline strategy, treating community members as part of the company and leveraging their products/posts. This included growing their meetup group network to over 98 cities and 38 countries.
Docker & Growth Hacking presentation at UBI I/O - San Francisco
1. @
Docker and growth strategy @ UBI I/O - 7/8/2014
by Julien Barbier & Victor Coisne
2. Agenda
The Marketing team – 3min
Docker: What / Why – 12 min
Games of Growth – 15min
3. 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
5. 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
8. Let’s create a shipping container system for
applications
9. 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)
12. 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
13. 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
14. 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
15. 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 receive
alerts whenever “docker”
is mentioned on HN
16. 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
17. 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
18. Docker meetup groups
98 cities
38 countries
Q2 = 174 meetups
and events on
Docker
Docker Meetup groups Year
1
19. 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