Anatomy of a Marketing Launch
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1 Anatomy of a Marketing Launch Results from the Europa Launch Ian Skerrett Eclipse Foundation
2 Purpose of the presentation Share the experiences we had during the launch of Europa. Share our results Learn from your experiences
3 Agenda Press and Analyst Outreach Community Outreach Results and Summary
4 US Press Outreach Target Press Coverage (14) Stephen Shankland, Cnet Stacey Cowlet, CRN Darryl Taft, eweek Paul Krill, InforWorld Heather Havenstein, ComputerWorld Sean Micheal-Kerner, Internet News John Waters, AD Trends Alex Handy, SD Times Jon Erikson, DDJ Gavin Clarke, Register SearchWebServices IT Business Edge Dana Blankenhorn, ZD Net Ed Burnette, ZD Net Target Press No Coverage Matt Asay, C/NET blogger *** Steve Hamm, Business Week Peter Varhol, FTP Online David Berlind, ZDNet blogger Charlie Babcock, Information Week The New York Times The Associated Press
5 Nice Coverage
6 German Coverage Eclipse Magazin und Entwickler Magazin: ( Heise: ( Computer Zeitung: ( Golem: ( Inside-IT Schweiz: Eclipse: Neuer "Rekord-Release ( IT Administrator Magazin: ( ZDNet Deutschland: Silicon (
7 Analyst Outreach Target (Coverage) Micheal Cote, Stephen O Grady, Redmonk Alex Fletcher Target (No Coverage) Jeffery Hammond, Forrester Dana Gardner Additional Coverage Joe Niski, Burton Group
8 Developer Portals EclipseZone InfoQ TheServerSide
9 Community Outreach Create technical content about projects that can be re-used. Use multiple channels to spread the word into new communities Use different formats Podcasts, Videos, Webinars, Blogs, etc
10 EclipseZone Podcast Series 6 podcasts with different project leaders. Content and access to EclipseZone and Javalobby network. Podcast Corona ECF STP DSDP DLTK Mylyn Hits
11 BZ Media Webinar Target key technology that has broad appeal Eclipse 3.3 and Mylyn Bring new people into the Eclipse community Results 900+ registrants 240+ attendees
12 Eclipse Live Webinars Europa Projects Project Registered Attended Views on Eclipse Live Intro to Web Services with WTP Test First Developer with Eclipse Eclipse Modeling What is New in Europa CDT 4.0 Reaching for Uberness ECF Project: Building Communications into Tools and Applications The Platform Guru s Present What s New in
13 Redmonk Video Demos Create a new concept of having someone interview a project leader while they give a demo. Sponsored 5 demos with Redmonk. Project EMF DTP BIRT Equinox Mylyn Eclipse Live Views Redmonk Views 14,916 25,566 1,742 24,017 2,284
14 EPIC Europa Podcast Podcast interviews with Eclipse Member companies on how they plan to use Europa. Provide content for EPIC and highlight member companies. Member Genuitec OpenMake Remain Innoopract BEA Codegrear RedHat Iona Eclipse Live Views
15 Europa Reviews- Write a Review, Win a Shirt Contest Encourage individuals to blog about Europa. Offer free shirts to all participants and offer a grand prize of EclipseCon or ESE pass. Encourage cross posting on DZone Results 59 blog posts Global response: English, German, Italian, Chinese, Swedish, French, Portuguese,
16 Measuring Success Very difficult to measure Blog searches Google Downloads
17 Results Blog Searches and Google 29-Jun 9-Jul 16-Jul 14-Sep Technorati , Google Blog 10,540 11, , Jun 29-Jun 14-Sep Google (eclipse europa) 1,310,000 1,800,000 2,460,000
18 Results - Downloads Europa Callisto
19 Summary Getting the community to write reviews was probably the most successful and cost efficient Videos and webinars becoming more popular Of course topic and speaker can drive a lot of interest
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