March 12-14, 2019 - Half Moon Bay, CA
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Wednesday, March 13 • 4:40pm - 5:10pm
Panel Discussion: Anti-Marketing Marketing: How to Build Authentic Evangelism Programs for Open Source Projects - Ben Cotton, Red Hat; Jen Gray, Adobe; Amanda Katona, VMware; Jennifer Lankford, AnyContext; and Kim McMahon, Cloud Foundry Foundation

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Traditional marketing and communications for open source simply doesn’t work. Engaging developers and building community requires a level of authenticity that cause many marketers to simply miss the mark. So, how do you reach a developer audience online that insists that it…. doesn’t buy into marketing?

This panel of open source marketing experts will share best practices for building organic, authentic “marketing” campaigns via social, content, and digital that helps build communities without the "smarm". They’ll share what does and does not work, new approaches for engagement, and tips for collaborating, engaging, and building community.

There will also be time for audience engagement in an interactive conversation on best practices we all use in our communications activities.

avatar for Jen Gray

Jen Gray

Sr. Marketing Manager, Adobe
Jen Gray joined Adobe almost 4 years ago working on Adobe PhoneGap and Apache Cordova and has been hooked on the Open Source community since. As a Sr. Marketing Manager she helped found the Adobe Open Source Office and now works on the Developer Relations team helping to build the... Read More →

Amanda Katona

Director of Cloud Native Community Engagement, VMware
Amanda is a community and legislative advocate at heart. She heads up marketing efforts for cloud native community engagement inside the Cloud Native Business Unit within VMware. Prior to this role, she led open source marketing for The {code} Team representing open source efforts... Read More →
avatar for Ben Cotton

Ben Cotton

Fedora Program Manager, Remote US IN
Ben Cotton is a meteorologist by training, but weather makes a great hobby. Ben works as the Fedora Program Manager at Red Hat. Prior to that, he was a Product Marketing Manager at Microsoft focused on Azure’s high performance computing offerings. Ben is a Community Moderator for... Read More →
avatar for Jennifer Lankford

Jennifer Lankford

Founder, Lankford Communications
Jennifer is a tech communications and marketing consultant with more than 12 years experience bringing disruptive and emerging products and open source projects to market. As a result, she knows first-hand the important distinctions between promoting open source projects and traditional... Read More →
avatar for Kim McMahon

Kim McMahon

Director of Visibility & Community Engagement, RISC-V International
Kim McMahon is the Director of Visibility & Community Engagement at RISC-V International. She comes to RISC-V with a deep background in marketing for open source and technology. She has spent her career with companies such as SGI, Cray, VMware, Cloud Native Computing Foundation, and... Read More →

Wednesday March 13, 2019 4:40pm - 5:10pm PDT
Salon 2