- 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.

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

4. What is Docker?

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

7. Analogy: Intermodal Shipping
Container

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)

10. Who is using Docker?
And hundreds of others…

11. Games of Growth

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

20. Questions?