 All right and we're live. So welcome everybody to the Building Your Brand session with CNCF. I'm calling in from LA and with me is Charlie and she's calling in from Berlin. We're very excited to be with you this morning and with that I guess we'll kind of jump into the slide deck. So I'm Bill Mulligan, I'm Marketing Manager at CNCF. If you have any questions during it please feel free to reach out to me. All my socials are there and also as we're going through the presentation if you have questions like please feel free to either drop them in the chat or message us directly. And so Charlie do you want to give a little introduction? Yeah hello. So as you can hopefully read I'm Charlie Mann and I manage content strategy for CNCF and by content we need end user stories. So case studies, spotlights, Philippian friends, think of me as someone who helps folks who consumer contribute to cloud native projects tell their stories. As Bill said I'm in Berlin so thankfully I didn't have to get up as early as possible. I'll be joining you all virtually for the next three days of coupon and it is really fantastic to see so many of you lovely folks here. I'm really looking forward to helping you find ways to leverage CNCF's many storytelling and promotional streams to build your brand. Awesome I'm at that I guess we can jump in. So there's kind of three main areas that CNCF kind of provides to its members and also people to help build their brand. So the first one is marketing amplification and brand awareness. The second one is cloud native community engagement and the third one is thought leadership across like technology trends. And so as we're going through the program we're going to break them down into these three buckets but obviously these aren't like hard and fast rules. A lot of the programs like mixed between each of these but yeah next slide. So the ones that we'll kind of like talk about in marketing amplification and brand awareness are the marketing committee online programs, the blog, Qube Weekly, QubeCon, cloud native con where we are right now and PR and analysts support. And then if we go to the next slide the things that we talk about in community engagement by the end user case study, investor program, Kubernetes partner placement, Kubernetes community days, Linux foundation membership and cloud native TV. And finally in the thought leadership side we have governing board participation. The different certification programs like certified Kubernetes, KCSP and ATPs, market research, TOC contributor and the interactive landscape placement. Yeah so that's all the programs at a high level. So yeah I guess we're done Charlie. All right yeah great session let's wrap it up. It's time to go our job here is done. Let's dive into the details. So marketing application and brand awareness. So the first thing is I actually have a message about this this morning asking where can I find a logo for KCSP to be on our website. So the great thing about CNCF is we've documented all of our branding guidelines and you can find all of our logos for whatever you need them for all our project certifications, memberships, those things on our website. So it's really easy to get to. So if you go to the next slide you can find all of it on github.com slash CNCF slash artwork and you can find every logo and every single format. I think this is an awesome resource for people that need to find things. I know I go here all the time for the different logos that I need. So if you want to pull out something for the event or your website this is the place to go for that. Next slide. Beyond that if you want to use some of the logos on like t-shirt wear so this is my logo from the last conference and I have another Linux foundation logo the Finos foundation. But if you want to get like any other branded stuff so for instance like you want to get like kubernetes t-shirts or stickers the most type of things we do have a CNCF store where you can do that. So you can buy these for your meetup your company your prize or event. We're also happy to help produce things if you want to and as I was saying before like we have all the logos and per our trademark guidelines you can use them for any non-commercial use cases. So you can't set up your own CNCF store and make money off of that but if you want to have things to hand out at meetups or you have a creative new swag thing that you'd like to hand out at your next event you are allowed to do that for these guidelines. Yeah Charlie do you want to talk a little bit about what's in the picture here? Oh gosh hang on can I can I go backwards? Yeah there you go. Did that work? Oh yes excellent. Gosh isn't it awful I work for CNCF and I can't. So yeah the pictures here you could actually see we have some really adorable swag for the Fipian Friends program and like Bill said you can actually use the Fipian Friends characters for your own purposes so if you want to print them individually on t-shirts if you want mugs if you want key chains you're free to do that which is a really really cool thing that you can do with CNCF. I really love that that you can use these characters to tell all sorts of different stories. Yep and I know shout out to Charlie she'll be giving a little session on Fipian Friends later later today right? It's tomorrow tomorrow is the Fipian Friends yeah session so more on that to come later. Yeah so be sure to stop by our session if you love this one you'll love that one too so next slide. So the other thing we talked about was the landscape placement. Various times this has been called the overwhelming the hellscape and yeah like pointless because it's so big but the great thing about the CNCF landscape is it does really give you a comprehensive overview of everything that's going on in the cloud native ecosystem. I know there's so many different projects and then we just go here when I need to find out what's going on in a certain area so yes it is kind of overwhelming to take in all at once but I don't think that's actually the way that a lot of people use the landscape so what they actually do is if you go to the next slide oh sorry okay. We changed a lot in this presentation. The really good thing is to dive down into certain areas say you're looking for what container runtime should I use in my production environment you can dive in see all the different options like you know be able to do a little research and you'll have a pretty comprehensive overview of whatever space you're looking at so that's the way a lot of people use it please also like add your projects and products to the landscape it's always great and I know a lot of people use it as a great resource when they're looking to discover a little bit more about it so if you haven't yet please add yourself to the landscape it's the self-service but via pull request all the details are in the github so next slide so the other thing that we can do is social media recognition now cncf is vendor neutral and project impartial but we do have a large audience that we can help share your message to so say you came out with a really great new blog article or there's an update to a cncf project cncf is happy to retweet that from the cncf handle the two ways to do that is to check out the hashtag social media channel and the cncf slack and or reach out to social at cncf.io and you can read the full guidelines about like what we can and can't do it's pretty well defined in the immediate guidelines so next slide the next thing that we can do is the online programs so if you're a member of cncf your company is entitled to different online programs so live webinars on-demand webinars the live stream option on cloud native live and also youtube playlist submission so this is a really great way to either create new content and share it with the cloud native community or reshare kind of content that you already existing have members so if you go to the next slide so depending on your membership level you're entitled to different things but even at the silver membership level you can have two activities per quarter so there's a lot of great ways to spread content that you already have um yeah and next slide and they also have a lot of great views so for example that last month we had five live streams with an average of 25 viewers and those live streams afterwards had a total of 3 000 views on youtube the same thing with the on-demand webinars another 3 000 views live webinars a thousand views and the end user launched live stream same thing so if there's it's a great way to spread your brand and message through the online programs so next slide the other thing that you can do is contribute to cube weekly this is a weekly newsletter that goes out to over 15 000 subscribers the the great thing about this is it's taking content from your blog say you have a great new technical blog post that you'd like to share or you wrote something up that you want to share with the wider cloud native community you can submit it to cube weekly and it goes out to all of our readers so for example you can see here the one from a couple weeks ago about like what to expect from cube con cloud native con north america so there's going to be a headline section there's going to be a technical section and there's also going to be an editorial section too and the other thing is if you want to propose any content like please just send it to cube weekly at cncf.io and we'll get it on the newsletter so next slide the other thing is if you want to not just have things on your blog but also share it with the cncf blog or the kubernetes blog you can do that too this is open to both member companies and also people i know i've helped a lot of people that are working in the kubernetes community program talk about their story we've had the team from kcd glada malah talked about like their story and how they got inspired to run one there the same thing for kcd uk that one's coming out right after cube con so lots of great ways to share your written message too next slide i can say and just a note on that the cncf and the kubernetes blog so obviously we run the the cncf blog we curate that content but the kubernetes blog is curated by the community and it does need to be kubernetes content so just remember that when you're deciding what you want to submit oh and i just saw a question can the same blog be considered for both cube weekly and cncf yes it can but cube weekly it has to be original content so make sure you put it there first so the next slide cool and this is just our guidelines on exactly how to submit to both of these you can come through the member desk or you can email blogs at cncf.io and we wanted to show you this slide so we've started um contributed content analytics so this is content for cncf not for cube weekly or the kubernetes blog um we've spun up these really nifty analytics dashboards so you can see how your content is performing we don't have this available for cube weekly or the k8 blog purely because they're managed by the community but for any cncf content you've contributed these dashboards alive 24 hours a day and you can set the searches by all kinds of different time bands like what's happened in the last year what's happened in the last week and you can access them at any time actually using the link that you can see on this slide and another one so i'm not sure how many of you um follow our technology radar so if you're an end user member you have the opportunity to participate in this it's a quarterly technology radar they're produced by our end user ecosystem team at cncf and at the beginning of each quarter we randomly pick around five end user organizations from the landscape and we ask do you want to take part in curating the radar the process if you are asked involves around two zoom calls with the radar group plus filming a webinar to discuss the results and if your company wasn't picked you can still take part in the voting stage um to have your voice heard your representatives to or specified when you joined they're going to receive an email each quarter when the votes are open and if you'd like to be part of the radar if your company would like to be part please slack me um charlie man i'm on the cncf slack we can talk these get great coverage in places like info queue etc and it's a really great way to to push your technical spokespeople as thought leaders in the industry so and then we've got end user story elements so if you have a great vendor neutral story you want to share with the global community please look no further than this program it's designed to help you amplify your stories in the best way you can for your organization we've got a couple of ways you can do this you can publish a written case study which appears on the homepage of cncf.io it's a self service option and we'll publish anything from one to three case studies each month um we promote these on our social channels as well so we really try and push that readership up this is open to any end user organization working with graduated or incubating projects you don't necessarily have to be a member um for members who are from vendor companies so if you are building products with cloud native um projects and then selling them on we want to stay vendor neutral but you can write about your end users and we will find a way to mention you um in the case studies you can also participate in an end user journey report and this is to demonstrate how your organization has grown as a tech leader only open to platinum and gold end user members right now and I'm going to show you an example of what this looks like in a few minutes um as Bill might have mentioned you can actually participate in the end user lounge livestream again this is with the ecosystem team this is really fun you haven't like a direct one-on-one interview with Katie Kamungi who leads this um and it's a really exclusive livestream for end users designed to showcase how you navigate the cloud native ecosystem um again open to all end user members and lastly you still can leverage the cncf's online programs to showcase your case study webinars you can submit a pre-recorded video case study for our youtube channels this is open to all cncf members and you can find all of the details on github and this is an example of a recent case study that we did with seagate we published this at the end of august and it's already the 13th most read case study of the year which is pretty great for only six weeks um as you can see we do require a couple of things for a case study to be successful um and one is metrics we really want numbers numbers don't have to be financial but we really want to find out how cloud native projects have made your business successful and as i mentioned um just a couple of minutes ago this is what an end user journey report looks like this was our very first end user journey report was Spotify and published at just a couple of weeks ago these reports are a real deep dive they highlight the active end user community members and they demonstrate how these organizations grow as technology leaders and how they benefit from the wider cloud native community it it is a lot more involved than a case study if you do want to take part but we ensure these receive really good promotion and media outreach so if you are interested if you represent a gold or a platinum member organization please reach out to me directly on slack and we can talk so and now we are on to community engagement cool perfect and this is what i get excited about because you know meeting and interacting people i think is the best part about the cloud native community everyone's super friendly and we love you know uh chatting and being being friends with each other um and so a great way to kind of like build your local community is to join a cloud native community group so this is previously our meetups program and what these are is a way for people in the local area say in your city or in your region connect and build a community with one another and you'll find them if you go to the next slide all around the world so you can export by your region i know there's i think there's like 300 different um uh meetup groups or cloud native community groups all around the world there's also ones for different projects so if you want to connect with people in your local area or you know find more about about a project then this is kind of your place to go so next slide the other thing that we do is have ambassadors and these are the people out there promoting the cncf brand a lot of them run cloud native community groups but some of them do other things in the community and the ecosystem too if you want to you know really get connected and like plugged into people who know a lot about the ecosystem check out our ambassadors there's more than likely one in your local area um they're great resources the people there the people organizing the community um chatting with the community so please feel free to jump into the ambassadors and chat chat with them there so next slide the other program that i run that i really love is the kubernetes community day program um i'm really biased because it's my program but it's actually my favorite program at cncf and so what these are is kind of like the next level up from the cloud native community groups it's you know local regional conferences um that are run by the community um kubecon is great but i think the fun thing about kcds is it brings kind of like the local flair and the local people um and brings them together in the in the cloud native community um go through the slide deck check out the blog post that talks kind of about it and you can see uh different kcds that are launched right now on cloud native community group so next slide like for example the ones that are being run right now uh is in just this past month we had kcd korea with 1200 attendees and kcd uk with 341 attendees and even more online it's going to be super packed going into the end of the year i thought it was going to slow down after kubecon but people are so excited about the kubernetes community days that we're going to have a ton of them going into the end of the year so kcd italy kcd washington bc kcd indonesia uh shout out to giri i'm in person for the first time last night uh kubecon which is really exciting kcd china kcd uh guatemalan kcd pakistan so events really all around the world there's probably one in your local region if there's not uh you can organize it and guess what the best thing is uh not the maybe maybe the worst thing depends on your perspective as you get to meet with me every single month uh we get we get to chat too so please submit your event today or reach out to me if you have any questions another thing that we have is uh the speaking at kubecon um obviously this is what we're doing right now and we'll i'm going to run over to the sessions before or you can run over virtually after this the sessions are going to be started uh this is you know really the place where cloud native comes together to connect uh share with each other on the cutting edges i know a lot of people like launch things or discuss what what's coming up next in the cloud native ecosystem at kubecon the cfp for eu is still open so if you want to speak at kubecon like please submit your talk today um i know a lot of people are getting ideas at kubecon uh from all the sessions that they're having and it'll help them create their uh cfp for eu too so next slide okay there we go um the other thing that's great about kubecon is we have so many co-located events so these are the events that have been happening the last two days uh originally just one day like day zero but now it's day i guess negative one and day zero and and it keeps on expanding because there's so many great things happening around the ecosystem you know this is kind of the things that are growing in cloud native and it's more focused on the specific project so we have things like supply chain security con production identity day prom con around prometheus envoy con um and there's a lot of like cool things to to check out so if you haven't seen them already um you you missed out this time but sign up for them next time and the events will be going off on youtube so next slide there's even more um now like this is really i think we're kind of like if you want to learn about like where cloud native is going and the cutting edge of it like check out the co-located events because these are kind of like the up and coming topics that everyone is talking about so things like get ops things like developer experience this is really where you learn kind of where cloud native is going next or share what you're doing to drive cloud native boards so next slide um charlie is this one yours i think it was yours but i can talk about it you want sure okay um so we have um a cncf community speakers bureau and basically what we want to do is we want to help connect people with expertise about our different projects and about different areas in the cloud native community to groups who want to learn about that so if you have a meetup group you can come on to our cncf speakers bureau you can search for speakers by the area of expertise where they are in the world we have over 300 speakers um this is really fantastic all of them are really genuinely lovely people and they will come to your event and they will help you learn whatever is that you want to learn we've had a little update to this um we've launched project pages um for our individual cncf hosted projects so you can also now find speakers through that if that's easier for you oh and our jobs board i actually learned um actually something really interesting um about the jobs board that we have over 5600 job seekers who've applied for a job since we launched this this is insane um and actually on a personal level i started working with the cncf through a contract job that i saw posted on this jobs board so if you want to take advantage of this as a member and post your jobs here you'll attract great candidates obviously like me um but also people who are super experienced in all kinds of cncf projects um people really do use this to uh to connect to the jobs that they want to go into next um what's my next one bill yeah so the next one is all the stuff we're doing with students and mentoring um so if you're a student uh i had a session yesterday talking about all the different resources you can check out the video right now on our twitch livestream um but the two things that I want to check out is the students repo it's also uh github.com slash cncf slash students and you can find more resources for getting started in the ecosystem and also we have paid mentorships or like internship opportunities to work on uh open source projects so these are two great programs that I finally encourage uh students to be involved in and really anyone new to the cloud native ecosystem next slide the other thing that we have is cloud native tv um this is really a program started like by the community for the community and it's a way to have more interactive experiences uh so actually you're experiencing it right now we're live streaming to you you know interacting and um chatting about like your questions in real time we have a bunch of great show hosts uh from all around the community covering things different things like how to contribute to projects uh projects 101 there's a game show like putting things in production talking about the crossover between um art and like technology so if you want to learn more about the cloud native ecosystem there's lots of great live streams all the time um yeah and come back here to cloud native tv click that uh subscribe buttons that you always stay informed with what's going on here so next slide the other thing that we have is a member referral program um and this is great not only because you're helping grow the cloud native ecosystem but also uh that you uh get a social like a benefit out of it too if you give us an introduction we'll give you shout outs um or credits or like a ticket to a different cnc event and if you if the your referral actually becomes a member or supporter we help give you a webinar or a homepage blog promotion so not only are you helping grow the cloud native ecosystem but you're also helping grow your brand too so next slide and the last section we're talking about today is thought leadership i mean this might be um one of mine so if you are looking to contribute thought leadership into the cncf ecosystem um we would love you to become a contributor and there's a couple of ways that you can do this one of the things that we've started recently is the cloud native glossary so this is a community initiative and the whole idea is to demystify cloud native concepts so this includes explanations for the most common terms and tooling that you'll discover um you can contribute new terms and you could also contribute language translations like i think we have spanish translations coming and you can find the glossary under the link in this presentation and this is a really great way i think to both get started contributing and dip your feet in the water but it's also a great way to lend the thought leadership a very experienced practitioner in your organization to a really important topic and and as we say on the slide um if you want to come and contribute to this you know you can put it on linkedin you can put it on your cv and it really will boost that employability factor that's so important today in this really competitive industry we also have the cloud native maturity model this is another new initiative this launched literally just weeks ago um you may have heard bill like joking earlier about the landscape slash hellscape so this model is actually designed to like further demystify the landscape and it's really to help organizations who are just on their road to cloud native and explaining what happens at each step of the journey and if you want to hear more about the work this group produces it's called the cartographos group please make sure you catch admiral basher's island adventure with fipian friends it's a book reading it's tomorrow at 11 a.m it's going to be live at the la convention center and it's also going to be on the virtual platform and this is a really fantastic introduction to the kind of really fun but really important work for this group of doing and i know i've been working with them they are actively looking for contributors so this is another really great way um to get involved and what are we on next huh training so as you may know we are the home of kubernetes and we really want to make the community as successful as possible so we offer certified and recognized training and we also offer certifications for organizations um as you can see from the numbers on this slide we have seen a huge uptick in folks who want to get certified and organizations that want to get certified and according to linux foundation and edx they do this open source jobs report every year and in 2020 52 percent of hiring managers said they're more likely to hire someone with certification and that's up from 47 percent a couple of years ago so it's only a small change but it's a change and as members of cnc there are discounts available for you on these trainings um you need to have a look again at your membership level to see what's open to you um but these are available i'm really happy to help sort of answer any questions and connect you to the right trainings for your organizational for you individually um we can take you through some of the most popular certifications that we offer so we have certified kubernetes conformance so this program kind of has three benefits and it's for your organization so obviously consistency any kubernetes user wants consistency when they're interacting with any installation of kubernetes um you also have to make sure that you provide timely updates now if you're going to go down this path and get certified and you need to remain certified you need to provide the latest version of kubernetes yearly or more frequently so you can be sure you always have access to latest features that the community has been working on um and lastly there's confirmability so end users must be able to confirm their distribution or platform remains conformant by running an identical open source conformance application that was used to certify we really encourage organizations to look for products that display the certified kubernetes logo if they want to install kubernetes so if you are a vendor if this is something that you'd like to do please do consider um getting your conformance because you get to display this lovely sticker um on your products we also have a certified kubernetes service provider program so if you'd like your organization to become a certified provider again a couple of requirements three or more of your engineers have to pass the cka exam this is the certified kubernetes administrator exam and it's basically to prove that you have the skills and the knowledge and the competency to perform all the responsibilities of kubernetes administrators um you need to have a business model that supports enterprise end users and you need to be a cncf member um i can show you here right now we have 222 certified service providers all of their logos are also on the cncf website so when companies are looking for a kubernetes service provider they often come to the website and choose somebody who they know has been certified by cncf and at an even deeper level um we have the kubernetes training partners program so if folks are looking for specialized training the maps directly to the certified kubernetes administrator that i talked about that certification um and also the certified kubernetes application developer exams there's a lot of acronyms in cncf i'm sorry um you can choose from a list of these ktps uh who've passed this qualification process it's highly rigorous um it's a much tougher set of criteria as you can see by this slide the requirements to become a certified training partner so there aren't as many um of these but you can see all these logos again on our website and if you are looking for a training partner of course you can come to any one of these and know in confidence that you're going to be getting absolutely top-notch service and i think this was um back to you bill for explaining a little bit about how you um you get a project in the sandbox yeah absolutely so cncf currently has 114 projects under its umbrella um i know a lot of people think of just you know the graduate of ones like kubernetes and prometheus but there's so many more and there's so much more happening in the cloud native ecosystem and you know the great thing about donating projects to cncf and why people are doing it is we provide you know that vendor neutral home to let projects grow and flourish on their own um and there is a lot of reasons to donate to a foundation if you're thinking about it but um we are here to support you on the journey and we would love to have you consider donating your project to the cncf sandbox um and there's a whole process for this um but the great thing that it does is you know provide an ability to uh have the community come together without having to worry about where the project is going or if one company is going to own it so if you go to the next slide there's lots of reasons to like host at cncf it provides the vendor neutral home uh you get a lot of resources like marketing uh technical resources like cloud credits there'll be like more announcements about that coming up um and yeah if you're considering doing it uh please feel free to like reach out to me and i can connect you with the right people in the organization we'd love to have you consider cncf as the home for your cloud native project yeah so next slide the last thing we're going to talk about today is the member resources uh if you're a cncf member um please uh you can go to member desk at cncf dot cncf dot i o and this will give you resources to all the things we went into presentation so i know we went through a lot of information today but if you want to do something like how do i submit a blog post or how do i like get into the slack channel this is a great resource for you to dive into to answer those questions and submitting that will like get you an answer as fast as possible um so go go to the member desk if you have any questions so next slide um yeah and this is kind of like the the feedback that you can do um the other way to reach out to us is just info at cncf dot i o uh also Charlie and i are both in the cncf slack please feel free to reach out to us there if you have any questions um i know i had some this morning about like different how to get involved in different programs always happy to help answer and help people you know build the brand in the cloud native community so next slide and the last thing i want to say is the community is always hiring um there are so many ways to get involved we would love to have you help grow and spread the voice of cloud native uh there's all these programs to take advantage of and we would love to have you do that so with that next slide feel free to contact us at any point if you have any questions uh my email is there my twitter is there you can also just like book a meeting with me um i know Charlie's contact information is there too yeah if you have any questions like please feel free to drop them in the chat and we can help answer them now um yeah so the first one is is membership only for companies uh yeah so membership is only for companies um but there's so many ways uh that individuals can get involved too it's it's free to contribute to any open source project under cncf umbrellas um the uh like bigger programs are just for things that are more focused on like uh like that companies would take advantage of but you as an individual contributor like don't have to pay anything to uh contribute to cncf um there's a question like how do we get um a link to be slides let me drop them in the chat one more time so you can have them yep so there's a slide back for anybody that needs it we'll also be um posting this afterwards and this recording will be available on youtube afterwards too how to contribute to cncf uh it's a lot bigger discussion i'd highly recommend you check out the uh college to cloud native student session that i did yesterday your if you're on watching on cloud native tv you can find it under the video sections at the bottom and i'll go into how to contribute to cncf any more questions from the audience things that we can help out with uh we would love to have you build your brand and spread the cloud native voice if not uh charlie any last parting words you'd like to say i think that was really fun and it was actually so nice to i mean obviously not meet folks in person i see a lot of people face to face um i see a lot of people are asking how to get into the cncf slack bill you just you can just join up if you're a slack user um you can come into the cncf workspace um it is open bill's just posted the link it's slack dot cncf dot io um once you're in there it's probably going to look pretty blank but once you start searching for our groups we have tons of groups available um yeah i think that's really odd uh the link is being updated i i saw some messages in the back end there's actually so many people joining uh i said in the cncf slack right now because of cubecon that we've uh broken the link just like check back shortly and it should be fixed um we broke the internet we actually did it yeah um all of you like are so excited about the cloud native community um that you broke our website so um if it's not working for you right now just uh like refresh it in a little bit and you'll be able to um do that so cool any more questions otherwise um i know i'm gonna probably run over to the keynotes um i actually have to like walk over there so that's something i have to do uh everyone else that's joining virtually or online um you can just you know take your coffee break uh go grab something to eat and just hop back to your uh computer um so see you either in person you can catch me on the hallways or reach out to me on any of the channels above so yeah yeah i'm not going to be there but feel free to reach out to me on slack anytime i'm based in berlin so forgive me if i don't respond overnight it's uh yeah all right it's hard with all these time zones yeah it's a it's always a it's always an adventure at cncf that we have such a global community um and it's great to have you along to uh build your brand with us so thanks everyone see you later thanks all