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[openstack-dev] [release][ptl] Improving the process for release marketing

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Release marketing is a critical part of sharing what’s new in each release, and we want to rework how the marketing community and projects work together to make the release communications happen.

Having multiple, repetetive demands to summarize "top features" during release time can be pestering and having to recollect the information each time isn't an effective use of time. Being asked to make polished, "press-friendly" messages out of release notes can feel too far outside of the PTL's focus areas or skills. At the same time, for technical content marketers, attempting to find the key features from release notes, ML posts, specs, Roadmap, etc., means interesting features are sometimes overlooked. Marketing teams don't have the latest on what features landed and with what caveats.

To address this gap, the Release team and Foundation marketing team propose collecting information as part of the release tagging process. Similar to the existing (unused) "highlights" field for an individual tag, we will collect some text in the deliverable file to provide highlights for the series (about 3 items). That text will then be used to build a landing page on release.openstack.org that shows the "key features" flagged by PTLs that marketing teams should be looking at during release communication times. The page will link to the release notes, so marketers can start there to gather additional information, eliminating repetitive asks of PTLs. The "pre selection" of features means marketers can spend more time diving into release note details and less sifting through them.

To supplement the written information, the marketing community is also going to work together to consolidate follow up questions and deliver them in "press corps" style (i.e. a single phone call to be asked questions from multiple parties vs. multiple phone calls from individuals).

We will provide more details about the implementation for the highlights page when that is ready, but want to gather feedback about both aspects of the plan early.

Thanks for your input,
Anne Bertucio and Sean McGinnis


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asked Sep 27, 2017 in openstack-dev by Anne_Gentle (6,980 points)   1 3 4

5 Responses

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On 9/26/2017 4:33 PM, Anne Bertucio wrote:

Release marketing is a critical part of sharing what’s new in each release, and we want to rework how the marketing community and projects work together to make the release communications happen.

Having multiple, repetetive demands to summarize "top features" during release time can be pestering and having to recollect the information each time isn't an effective use of time. Being asked to make polished, "press-friendly" messages out of release notes can feel too far outside of the PTL's focus areas or skills. At the same time, for technical content marketers, attempting to find the key features from release notes, ML posts, specs, Roadmap, etc., means interesting features are sometimes overlooked. Marketing teams don't have the latest on what features landed and with what caveats.

To address this gap, the Release team and Foundation marketing team propose collecting information as part of the release tagging process. Similar to the existing (unused) "highlights" field for an individual tag, we will collect some text in the deliverable file to provide highlights for the series (about 3 items). That text will then be used to build a landing page on release.openstack.org that shows the "key features" flagged by PTLs that marketing teams should be looking at during release communication times. The page will link to the release notes, so marketers can start there to gather additional information, eliminating repetitive asks of PTLs. The "pre selection" of features means marketers can spend more time diving into release note details and less sifting through them.

To supplement the written information, the marketing community is also going to work together to consolidate follow up questions and deliver them in "press corps" style (i.e. a single phone call to be asked questions from multiple parties vs. multiple phone calls from individuals).

We will provide more details about the implementation for the highlights page when that is ready, but want to gather feedback about both aspects of the plan early.

Thanks for your input,
Anne Bertucio and Sean McGinnis


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Anne and Sean,

Thank you for starting this effort.  I have been amazed how many times I
have been asked for the same information since the end of Pike.  I think
that having a more automated process for this would be very helpful.

One request would be that the process allow for more than just a 'one
liner' on key features.  If this is being targeted at marketing people
we will need to be able to provide more information.  So, if we could
have something like little commit messages where there is a summary of
what the highlight is and then can provide a bit more verbose
explanation (a few sentences) I think that would make this addition more
helpful.

I look forward to hearing more about this!

Jay


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responded Sep 26, 2017 by jungleboyj_at_gmail. (2,360 points)   2
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Excerpts from Jay S Bryant's message of 2017-09-26 18:39:34 -0500:

On 9/26/2017 4:33 PM, Anne Bertucio wrote:

Release marketing is a critical part of sharing what’s new in each release, and we want to rework how the marketing community and projects work together to make the release communications happen.

Having multiple, repetetive demands to summarize "top features" during release time can be pestering and having to recollect the information each time isn't an effective use of time. Being asked to make polished, "press-friendly" messages out of release notes can feel too far outside of the PTL's focus areas or skills. At the same time, for technical content marketers, attempting to find the key features from release notes, ML posts, specs, Roadmap, etc., means interesting features are sometimes overlooked. Marketing teams don't have the latest on what features landed and with what caveats.

To address this gap, the Release team and Foundation marketing team propose collecting information as part of the release tagging process. Similar to the existing (unused) "highlights" field for an individual tag, we will collect some text in the deliverable file to provide highlights for the series (about 3 items). That text will then be used to build a landing page on release.openstack.org that shows the "key features" flagged by PTLs that marketing teams should be looking at during release communication times. The page will link to the release notes, so marketers can start there to gather additional information, eliminating repetitive asks of PTLs. The "pre selection" of features means marketers can spend more time diving into release note details and less sifting through them.

To supplement the written information, the marketing community is also going to work together to consolidate follow up questions and deliver them in "press corps" style (i.e. a single phone call to be asked questions from multiple parties vs. multiple phone calls from individuals).

We will provide more details about the implementation for the highlights page when that is ready, but want to gather feedback about both aspects of the plan early.

Thanks for your input,
Anne Bertucio and Sean McGinnis


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Anne and Sean,

Thank you for starting this effort.  I have been amazed how many times I
have been asked for the same information since the end of Pike.  I think
that having a more automated process for this would be very helpful.

One request would be that the process allow for more than just a 'one
liner' on key features.  If this is being targeted at marketing people
we will need to be able to provide more information.  So, if we could
have something like little commit messages where there is a summary of
what the highlight is and then can provide a bit more verbose
explanation (a few sentences) I think that would make this addition more
helpful.

I was planning on the usual "embed RST in YAML" pattern. The amount
of detail you leave will then be completely up to you.

Doug

I look forward to hearing more about this!

Jay


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responded Sep 27, 2017 by Doug_Hellmann (87,520 points)   3 4 7
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On 9/26/2017 7:00 PM, Doug Hellmann wrote:
Excerpts from Jay S Bryant's message of 2017-09-26 18:39:34 -0500:

On 9/26/2017 4:33 PM, Anne Bertucio wrote:

Release marketing is a critical part of sharing what’s new in each release, and we want to rework how the marketing community and projects work together to make the release communications happen.

Having multiple, repetetive demands to summarize "top features" during release time can be pestering and having to recollect the information each time isn't an effective use of time. Being asked to make polished, "press-friendly" messages out of release notes can feel too far outside of the PTL's focus areas or skills. At the same time, for technical content marketers, attempting to find the key features from release notes, ML posts, specs, Roadmap, etc., means interesting features are sometimes overlooked. Marketing teams don't have the latest on what features landed and with what caveats.

To address this gap, the Release team and Foundation marketing team propose collecting information as part of the release tagging process. Similar to the existing (unused) "highlights" field for an individual tag, we will collect some text in the deliverable file to provide highlights for the series (about 3 items). That text will then be used to build a landing page on release.openstack.org that shows the "key features" flagged by PTLs that marketing teams should be looking at during release communication times. The page will link to the release notes, so marketers can start there to gather additional information, eliminating repetitive asks of PTLs. The "pre selection" of features means marketers can spend more time diving into release note details and less sifting through them.

To supplement the written information, the marketing community is also going to work together to consolidate follow up questions and deliver them in "press corps" style (i.e. a single phone call to be asked questions from multiple parties vs. multiple phone calls from individuals).

We will provide more details about the implementation for the highlights page when that is ready, but want to gather feedback about both aspects of the plan early.

Thanks for your input,
Anne Bertucio and Sean McGinnis


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Anne and Sean,

Thank you for starting this effort.  I have been amazed how many times I
have been asked for the same information since the end of Pike.  I think
that having a more automated process for this would be very helpful.

One request would be that the process allow for more than just a 'one
liner' on key features.  If this is being targeted at marketing people
we will need to be able to provide more information.  So, if we could
have something like little commit messages where there is a summary of
what the highlight is and then can provide a bit more verbose
explanation (a few sentences) I think that would make this addition more
helpful.
I was planning on the usual "embed RST in YAML" pattern. The amount
of detail you leave will then be completely up to you.

Doug
+2  Sounds like a good plan to me.  Thank you!

I look forward to hearing more about this!

Jay


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responded Sep 27, 2017 by jungleboyj_at_gmail. (2,360 points)   2
0 votes

On 14:33 Sep 26, Anne Bertucio wrote:
Release marketing is a critical part of sharing what’s new in each release,
and we want to rework how the marketing community and projects work together
to make the release communications happen.

Having multiple, repetetive demands to summarize "top features" during
release time can be pestering and having to recollect the information each
time isn't an effective use of time. Being asked to make polished,
"press-friendly" messages out of release notes can feel too far outside of
the PTL's focus areas or skills. At the same time, for technical content
marketers, attempting to find the key features from release notes, ML posts,
specs, Roadmap, etc., means interesting features are sometimes overlooked.
Marketing teams don't have the latest on what features landed and with what
caveats.

To address this gap, the Release team and Foundation marketing team propose
collecting information as part of the release tagging process. Similar to the
existing (unused) "highlights" field for an individual tag, we will collect
some text in the deliverable file to provide highlights for the series (about
3 items). That text will then be used to build a landing page on
release.openstack.org that shows the "key features" flagged by PTLs that
marketing teams should be looking at during release communication times. The
page will link to the release notes, so marketers can start there to gather
additional information, eliminating repetitive asks of PTLs. The "pre
selection" of features means marketers can spend more time diving into
release note details and less sifting through them.

To supplement the written information, the marketing community is also going
to work together to consolidate follow up questions and deliver them in
"press corps" style (i.e. a single phone call to be asked questions from
multiple parties vs. multiple phone calls from individuals).

We will provide more details about the implementation for the highlights page
when that is ready, but want to gather feedback about both aspects of the
plan early.

As being someone who participates in building out that page, I welcome this to
represent highlights from the community itself better.

--
Mike Perez


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responded Sep 29, 2017 by Mike_Perez (13,120 points)   2 3 4
0 votes

On Fri, Sep 29, 2017 at 11:16 PM, Mike Perez thingee@gmail.com wrote:
On 14:33 Sep 26, Anne Bertucio wrote:

Release marketing is a critical part of sharing what’s new in each release,
and we want to rework how the marketing community and projects work together
to make the release communications happen.

Having multiple, repetetive demands to summarize "top features" during
release time can be pestering and having to recollect the information each
time isn't an effective use of time. Being asked to make polished,
"press-friendly" messages out of release notes can feel too far outside of
the PTL's focus areas or skills. At the same time, for technical content
marketers, attempting to find the key features from release notes, ML posts,
specs, Roadmap, etc., means interesting features are sometimes overlooked.
Marketing teams don't have the latest on what features landed and with what
caveats.

To address this gap, the Release team and Foundation marketing team propose
collecting information as part of the release tagging process. Similar to the
existing (unused) "highlights" field for an individual tag, we will collect
some text in the deliverable file to provide highlights for the series (about
3 items). That text will then be used to build a landing page on
release.openstack.org that shows the "key features" flagged by PTLs that
marketing teams should be looking at during release communication times. The
page will link to the release notes, so marketers can start there to gather
additional information, eliminating repetitive asks of PTLs. The "pre
selection" of features means marketers can spend more time diving into
release note details and less sifting through them.

To supplement the written information, the marketing community is also going
to work together to consolidate follow up questions and deliver them in
"press corps" style (i.e. a single phone call to be asked questions from
multiple parties vs. multiple phone calls from individuals).

We will provide more details about the implementation for the highlights page
when that is ready, but want to gather feedback about both aspects of the
plan early.

As being someone who participates in building out that page, I welcome this to
represent highlights from the community itself better.

--
Mike Perez


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It's a good thing. Thanks for the feature!


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responded Oct 2, 2017 by Jean-Philippe_Evrard (1,360 points)   2
...