D 5.3 Dissemination &
Communication Strategy
Grant Agreement nr.
612 053
Project acronym
CloudCatalyst
Project title
Reenergize productivity, efficiency and competitiveness of European
economy through Cloud Computing
Funding scheme
Coordination and support actions (CSA)
Due Date of
Deliverable
Actual Submission
Date
31/12/2013
31/12/2013
Revision date
31/12/2014
Main editor (s)
Melanie Delannoy (EuroCloud); Andreas Weiss (EuroCloud Europe)
Contributor (s)
Dalibor Baskovc (EuroCloud); Ignacio Llorente (UCM); Marta Pinto (PT);
Frederico Melo Santos (PT)
Project Co-funded by the European Commission within the ICT Policy Support
Programme
DISSEMINATION LEVEL
PU
PP
RE
Public
Restricted to other programme participants (including the
Commission Services)
Restricted to a group specified by the consortium (including the
Commission Services)
x
D. 5.3. Dissemination and Communication Strategy
C
Confidential, only for members of the consortium and the
Commission Services
DOCUMENT CHANGE LOG
Version
Date
Editor
Modified
pages
Summary of
modifications
First document
draft
First document
review
Second document
review
0.1
09/12/2013
Melanie Delannoy
All
0.2
12/12/2013
Marta Pinto
All
0.3
17/12/2013
Melanie Delannoy
All
0.4
23/12/2013
Andreas Weiss
All
Overall review
0.5
30/12/2013
Ignacio Llorente
(UCM)
All
UCM’s document
contributions
0.6
30/12/2013
Dalibor Baskovc
All
EuroCloud inputs
1.0
30/12/2013
Frederico Melo
Santos
Marta Pinto
All
Final document
revision
1.1
15/01/2014
Dalibor Baskovc
According to EC
recommendations
from dec.2014
FINAL VERSION CIRCULATED TO
Recipient
Date
PORTUGAL TELECOM (coordinator)
31/12/2013
EUROPEAN COMMISSION (Project Officer)
31/12/2013
Disclaimer
This document contains materials, which are copyrighted by the CloudCatalyst consortium partners
and may not be reproduced or copied without written permission. All CloudCatalyst consortium
members have agreed to publish in full this document. The commercial use of any information
contained in this document may require a license from the owner of that information.
Neither the CloudCatalyst consortium as a whole nor any individual party of the CloudCatalyst
consortium, provide any guarantee that the information contained in this document is ready to be
used as it is, or that use of such information is free from risk, and will accept no liability for any loss
or damage experienced by any person and/or entity using this information.
Statement of originality
This document contains original unpublished work except where clearly indicated otherwise.
Acknowledgement of previously published material and of the work of others has been made through
appropriate citation, quotation or both.
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D. 5.3. Dissemination and Communication Strategy
Executive summary
The present deliverable is part of WP5 - Task 5.1 Website and project materials. The main
objective of the dissemination and communication strategy is to foster the work carried out
by the CloudCatalyst project. It will include key information such as the role, objectives and
the main activities carried out by CloudCatalyst.
The aim of CloudCatalyst is to provide useful tools to foster the adoption of cloud computing
in Europe. It will set up a cross-border advice service for companies aiming to develop,
adopt or deploy cloud solutions, considering their different needs and requirements, based
on the assumptions and objectives defined in the European Cloud Computing Strategy. This
project will also contribute to a better positioning and recognition of the European Cloud
Computing market thanks to the unlocking of the full spectrum of the cloud channel value
chain for the benefit of all. This includes both the European business software industry and
the European individual citizen and consumer who should be given access to value-added
services.
The dissemination and communication strategy is a key element of the global development
of this project as it will cross European borders and will provide a common understanding
platform for all different types of cloud stakeholders – including telcos, software companies,
hardware and network equipment vendors and OTT providers – stimulating the provision
and consumption of services efficiently in compliance to established cloud business strategy
patterns. The Dissemination and Communication Strategy will clearly target three major
groups:



The software development and scientific community developing and deploying cloud
computing solutions;
Incubators on local, national and European wide levels;
Large industries, SMEs, Startups and entrepreneurs, with a high need flexible and
scalable solutions, wishing to adopt mobility and cloud solutions as a way to enhance
productivity within their operations.
The objective is to develop awareness about the CloudCatalyst services and create an
enthusiastic and strong community of cloud developers, adopters and supporters. This
project will help researchers and entrepreneurs sharing thoughts and ideas on innovative
products and services based on worldwide state of the art technology. It will also connect
experts that have the know-how in the start-up scene, investors and business developers
and start discussing how to build better and innovative solutions.
In order to achieve a higher impact, the efforts of all CloudCatalyst stakeholders as well as
the active participation of the EuroCloud human resources present in its European poles, are
needed.
3
D. 5.3. Dissemination and Communication Strategy
Table of contents
1
INTRODUCTION ............................................................................................................. 6
2
DISSEMINATION AND COMMUNICATION OBJECTIVES ................................................ 7
2.1
2.2
COMMUNICATION AND DISSEMINATION TARGETS ......................................................................... 8
THE COORDINATION ROLES ................................................................................................... 9
Project Coordinator ................................................................................................................ 9
Dissemination coordinator ..................................................................................................... 10
Work package leaders and Partners ....................................................................................... 10
3
LOGO AND BRANDING ................................................................................................. 11
Rules for brand consistency .................................................................................................. 11
4
TARGET GROUPS .......................................................................................................... 13
5
DIFFERENT MESSAGES&STRATEGIES TOWARDS TARGET GROUPS ........................... 13
5.1
5.2
5.3
5.4
5.5
6
EUROPEAN INDUSTRIES ....................................................................................................... 13
PROVIDERS ...................................................................................................................... 13
ACCELERATORS AND INCUBATORS .......................................................................................... 13
SUPPORT POLICIES ............................................................................................................ 13
FUNDING............................................................................ ERRO! MARCADOR NÃO DEFINIDO.
BOOTCAMP STRATEGY .................................................. ERRO! MARCADOR NÃO DEFINIDO.
6.1
FOCUS GROUP (PARTICIPANTS) ................................................ ERRO! MARCADOR NÃO DEFINIDO.
6.2
BOOTCAMP ORGANIZERS AND PARTNER ORGANIZATIONS ................. ERRO! MARCADOR NÃO DEFINIDO.
6.3
ORGANIZATIONAL STRATEGY ................................................... ERRO! MARCADOR NÃO DEFINIDO.
6.4
PR & MARKETING STRATEGY ................................................... ERRO! MARCADOR NÃO DEFINIDO.
6.5
DATA AND PRIVACY PROTECTION POLICY..................................... ERRO! MARCADOR NÃO DEFINIDO.
1 MADRID BOOTCAMP – 15, 16 AND 17 APRIL .................................. ERRO! MARCADOR NÃO DEFINIDO.
7
COMMUNICATION TOOLS ............................................................................................ 14
7.1
7.2
7.3
7.4
7.5
7.6
7.7
7.8
7.9
7.10
8
DELIVERABLES .................................................................................................................. 14
WEBSITE......................................................................................................................... 14
NEWSLETTER ................................................................................................................... 16
PRESS / MEDIA ................................................................................................................. 17
PROJECT EVENTS, WORKSHOPS & BOOTCAMPS ......................................................................... 17
EXTERNAL EVENTS ............................................................................................................. 21
CP-EVENTS (CONSORTIUM PARTNERS) ................................................................................... 22
SOCIAL MEDIA .................................................................................................................. 22
NETWORKING WITH OTHER EU INITIATIVES ............................................................................. 23
PRINT MATERIAL ............................................................................................................... 23
DISSEMINATION AND COMMUNICATION AGENDA .................................................... 24
9 ......................................................................................................................................... 25
4
D. 5.3. Dissemination and Communication Strategy
10
HOW TO MEASURE THE SUCCESS OF THE PROJECT (KPI – KEY PERFORMANCE
INDICATORS) ..................................................................................................................... 26
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
SMARTNEWS .................................................................................................................. 28
CLOUD EXPO EUROPE ...................................................................................................... 29
1ST 2014 CONCERTATION MEETING | UNIT E2 SOFTWARE & SERVICES .............................. 29
HYBRID? - COMBINATION OF BOTH; ....................................................................................... 31
MAIN ISSUE IS SECURITY SO IF WE SOLVE THIS, HYBRID WILL HAPPEN; ............................................ 31
SERVICES THAT INTERACT WITH CITIZENS, GEO LOCATING SERVICES;.............................................. 31
SCALE; MAJOR IS SECURITY, OTHER IS UNDERSTANDING THE CLOUD AND OPTIONS THAT OFFER;............ 31
PAST IT DIRECTOR AT STFC RUTHERFORD APPLETON LABORATORY WITH 360,000 USERS, 1100 SERVERS
AND 140 STAFF .......................................................................................................................... 31
1.9
SAAS HAS MORE POTENTIAL. ................................................................................................ 31
1.10
CLOUD PROVIDES SIMPLE OUTSOURCES MODEL FOR EXTRA SERVICES THAT YOU NEED. YOU ARE ALSO
GREENER IN TERMS OF ENERGY, EFFORT AND SPEED.............................................................................. 31
1.11
PAAS, HAS BIGGER POTENTIAL. SOHO (SMALL OFFICE, HOME OFFICE) SERVICES ARE BIG POTENTIAL. . 32
1.12
HEAD OF PARALLEL AND DISTRIBUTED COMPUTING LABORATORY, JSI, SINCE 2012. ...................... 32
1.13
THE MORE IMPORTANT FOR HIM IS PAAS SERVICE MODEL; FOR ROMAN HYBRID CLOUD IS ONLY THE
PHRASE FOR MARKETING, BECAUSE COMPANIES ALREADY USE THE HYBRID CLOUD; HIGH PERFORMANCE COMPUTING;
32
1.14
MAIN MOTIVATOR IS PRICE/PERFORMANCE; .......................................................................... 33
1.15
SECURITY IS NOT A PROBLEM, BANK SECTOR SHOW THAT THIS WORKS, WHY NOT ON PUBLIC SECTOR. .. 33
5
D. 5.3. Dissemination and Communication Strategy
1 Introduction
The Dissemination and Communication Strategy describes the internal and external
communication plan. The main goal is to raise awareness about the CloudCatalyst project
results and deliverables, as key instruments to foster cloud development and adoption.
The main challenges intended to be covered by this strategy are: Addressing communication
between all the partnering organizations; Communicate to the target groups outside of the
project.
The consortium shall define the message or messages to be transmitted to the several
target groups. An evident objective is to focus on positive achievements and the benefits
they could bring. This requires clear agreement and careful coordination among all parties
who may act as spokespersons or information sources for a particular project or network.
Inconsistent facts, figures, emphases and viewpoints are to be avoided at all costs.
Key messages to be transmitted are:







What is the project about?
Aim of the project;
Potential impact of the project;
Who is involved in the project?
What are the project conferences, workshops and events?
Major developments;
Key milestones of the project.
This will be carried out by using various communication channels and materials, but also by
face-to-face information, conferences and workshops. This dissemination strategy outlines
the external public communication and presentation strategy for the CloudCatalyst project.
6
D. 5.3. Dissemination and Communication Strategy
2 Dissemination and Communication Objectives
The dissemination of objectives, concepts and results to the different audiences is very
important for the CloudCatalyst project consortium. At the expert level, special attention is
paid to the presentation of project results at international conferences and leading
discussion circles. At the business and more general level, the interested public is addressed
by the project’s website, various dissemination tools and the media. The dissemination
activities address the following objectives:




Raise awareness about the Accelerator toolbox and the Go-to-the-Cloud services,
which will include guidelines, best practices and management tools for accelerating
the development of innovative and disruptive Cloud Computing services and products
collection;
Raise awareness about the online service for information sharing and dissemination,
coaching and consulting to EU entrepreneurs, SMEs and other key stakeholders
interested in the development and implementation of cloud solutions;
Support in fostering the emergence of a strong and enthusiastic community of cloud
adopters and supporters in Europe;
Increase the awareness of Cloud Computing benefits and positive impact in the
European economy;

To be present in major Cloud Computing events throughout Europe such as: ICT,
Cloud Expo Europe (UK), just to mention a few;

Stimulate the full engagement of all the affiliates;

Inspire others by presenting the results achieved.
In order to achieve the mentioned objectives the project will implement the strategy
presented below:

Build a user-friendly and practical website including an overview of the CloudCatalyst
project, its strategies and achievements, industry partners and the outputs;

Issue periodical
developments;

Create a brochure/flyer about the CloudCatalyst Accelerator Toolbox and the project
in general;

Work closely with the local, regional and national media to raise awareness about the
project outputs;

Work in collaboration with the communication departments of all partners (include
links on their websites to the CloudCatalyst website; coordinate regular initiatives);

Stimulate the engagement of the affiliates through regular network benchmarking
initiatives and media presence, where they can give information about their
involvement in the project activities;

Broadcast all the events/initiatives carried out by the CloudCatalyst Consortium;

Create relevant social media channels like LinkedIn web page and link it with all
CloudCatalyst partners. It is important to be present in a number of social media
electronic
newsletter
with
updates
on
the
CloudCatalyst
7
D. 5.3. Dissemination and Communication Strategy
platforms well defined and managed on a regular basis, including LinkedIn, twitter,
Facebook etc.;

Press clipping and Media monitoring;

Define a corporate identity (logo/brand) to get people to recognize the project along
the years.
2.1 Communication and Dissemination Targets
The main scope is create awareness about the project and engage the various target groups
for active participation and usage of the project deliverables with further enhancement in
respect to gathered feedback and performance indicators.
This section provides a list of the target communities addressed by CloudCatalyst. The
Dissemination and Communication Strategy contemplates activities and actions to attract the
following target groups:






Incubators: CloudCatalyst is an platform aimed for start-ups and small companies
that are members of incubators and that are willing to develop on top of and/or
adopt cloud computing;
The Software Community: CloudCatalyst will create a Cloud accelerator toolbox
that can be used by the software development community in order to promote
active exchange of knowledge, requirements and common interests in
implementing collaboration models for the software community and
entrepreneurs;
Science and research communities: These communities contribute to the
development and deployment of cloud computing solutions thanks to their
research;
Different type of companies: Large industries, SMEs, Startups and entrepreneurs,
with a high need for cost-effective, highly flexible and scalable solutions, wishing
to adopt mobility and cloud solutions as a way to enhance productivity within their
operations.
General Public: European individual citizen and consumer who shall be given
access to a multitude of value-added services that foster the adoption of cloud
computing solutions;
Major stakeholders: Telcos, software companies, hardware and network
equipment vendors, and OTT providers, which can contribute to the definition of
the services via surveys.
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D. 5.3. Dissemination and Communication Strategy
The CloudCatalyst ecosystem is illustrated as follows:
Entrepreneurs
Will explore state of the art
research, ideas and innovation
opportunities. Will benefit from
entrepreneurship and startups development tool-box
Researchers
Cloud Service Providers
Will find more efficient strategies
for research exploitation in an
open community ecosystem
Will increase revenue based on
services aggregation in a open and
share revenues strategy, and on
costumers increased confidence
Business Developers
Cloud Consumers
Will use cloud as an enabler for
increasing business efficiency
and will find new strategies to
surpass the economy constrains
Will use services based on safe
and fair contracts and conditions
and will have access to risk
mitigation and insurance tools
FIGURE 1 – CLOUDCATALYST ECOSYSTEM
2.2 The Coordination Roles
To ensure high quality dissemination of results a number of specific roles and procedures
have been defined, clarifying responsibilities for dissemination activities.
Project Coordinator
The project coordinator has the full authority and responsibility to make decisions to
guarantee the success of the project. The project coordinator is involved in all major
dissemination activities since adequate news/information spreading is a relevant part of the
CloudCatalyst communication policy. The project coordinator is the main contact person for
all external inquires. He represents the project in general and professional public and is the
liaison with the European Commission. His contact details are enclosed in all press releases
and the project website.
The project coordinator has to review all deliverables and reports formally. This includes
publishable deliverables, which form an important part of the CloudCatalyst dissemination
strategy.
9
D. 5.3. Dissemination and Communication Strategy
Dissemination coordinator
The leader of WP 5 Dissemination and exploitation activities, EuroCloud, acts as an advisor
and coordinator for all CloudCatalyst dissemination activities. EuroCloud supports the
consortium partners on their activities on an operational level. This includes assistance in
choosing a suitable dissemination platform, formal design according to CloudCatalyst
branding and approval with other project partners. The events defined will be prepared by
EuroCloud, who shall also be responsible for coordinating the consortium partners'
contributions and ensures that the project results are presented to the appropriate
audience.
Work package leaders and Partners
The work package leaders contribute to the dissemination activities by publishing the
objectives and results of their work packages according to the guidelines specified in this
dissemination strategy. They coordinate dissemination efforts within their project teams and
act as an interface to the project coordinator and the dissemination coordinator.
All consortium partners are asked to actively participate in dissemination activities using the
resources of their companies, their media relations and their scientific and industrial
network. Collaborative publications can be provided by teams of project partners as a joint
contribution. All associates are asked to assist other consortium members by reviewing and
approving their dissemination documents if required and by contributing necessary content.
All dissemination activities must follow the guidelines laid down in this dissemination
strategy.
10
D. 5.3. Dissemination and Communication Strategy
3 Logo and Branding
The CloudCatalyst brand identity was developed to establish a consistent design for all
dissemination activities and thus created a high recognition value. In professional circles this
will lead to an easy attribution of publications to the project emphasizing the technological
and business impact of the project. The development of the brand was guided by the wish
to create an appealing and memorable design. The logo was discussed and chosen by all
partners in the kick off meeting resulting in the following picture:
FIGURE 2 – CLOUDCATALYST LOGO
Rules for brand consistency
In order to achieve logo consistence, all the partners of the consortium shall follow a set of
templates and rules are defined and presented below.
11
D. 5.3. Dissemination and Communication Strategy
FIGURE 3 – CLOUDCATALYST - VARIANTS
FIGURE 4 – CLOUDCATALYST LOGO - BACKGROUND ADAPTATIONS
12
D. 5.3. Dissemination and Communication Strategy
4 Target groups
There are several project target groups for which we have been developing different
messages and strategies to be deployed, among which we are focusing towards:



European industries, with high potential to become heavy users of cloud services
(ICT, education, banking, healthcare, media, and government)
targeting mainly provider side (SMEs and startups) and their requirements in term of
technologies (IaaS, PaaS, SaaS)
accelerator and incubator offerings, specifically the ones who are ready to support
their membes by tools provided through CloudCatalyst project
4.1 Messages & strategies towards target groups
4.1.1 European industries
We plan to approach representatives from specific industries during the second year of the
project to collect their feedback and recommendation on cloud adoption, also
communication will be targeted specially towards the needs of the industries in scope. We
will involve representative of these industries also on our workshops, so the tools developed
within second year will serve better to their needs. Also based on interviews with industry
representatives, our newsletters within second year of the project will targeting specific
need of industries.
4.1.2 Providers
We will develop direct communication with EU providers coming from targeted countries,
with the invitation to become part of our network and stay on our online platform with their
up-to-date offerings and associated data.
4.1.3 Accelerators and incubators
We will start direct communication with accelerators & incubators, which we included within
desktop research phase and offer them free of charge usage of our tools. Based on their
response we will also start preparing sustainability plans with proper business model behind
and define the rest of the challenges accelerators & incubators might have in cases where
they want to develop their offering on a higher level on the scale of development we have
encountered (Support+space; domain experts and mentors; dedicated programs; global
reach). These players will also be involved in the bootcamps that the consortium will launch
in the second year of the project.
13
D. 5.3. Dissemination and Communication Strategy
5 Communication Tools
The following communication tools and media will be used for dissemination activities
addressing the various stakeholders. Extensive dissemination activities will be undertaken at
local, national and European level.
5.1 Deliverables
The project deliverables are the main instrument to document the progress of work and the
project outcome. A number of theses deliverables are classified as public and will be
published on the project website. These publications make projects results available to
stakeholders and to the interested public on a technical level. The deliverables and their
dissemination level are listed in the description of work.
5.2 Website
The project website (http://www.cloudcatalyst.eu) is the main dissemination channel to the
targets defined earlier and a gateway for everyone interested in the project. It will be
promoted as a portal for ideas and best practices’ exchange centre. One of the strategic
goals is to extend the number of web portal readers and users.
The website is currently made of two areas, located on one single page: About and Main
Outputs. This straightforward layout will evolve over time, with the development of the
cloud accelerator toolbox, go-to-the-cloud services, the deployment of the bootcamps and
the information sharing space. It will function as a standard communication tool to
disseminate news, events and achievements. The functionalities and links will be updated
further during the project lifetime with the upcoming and planned developments.
The planned scope for the maintenance and evolvement of the website is 2014 and 2015.
14
D. 5.3. Dissemination and Communication Strategy
FIGURE 5 - WEBSITE STRUCTURE
15
D. 5.3. Dissemination and Communication Strategy
5.3 Newsletter
A periodical e-newsletter (every 6 months) will be sent to all the stakeholders of
CloudCatalyst and other subscribers. The e-newsletter will also be sent to the different
EuroCloud networks and EuroCloud partners, such as EuroCIO. EuroCloud will also establish
further channels and RSS feeds, thus making it an important communication channel,
maximizing synergy effects between portal and project promotion.
The newsletter content will be organized as follows:




Updates on the project activities;
Explanation of main outcomes and status;
Upcoming workshops, and conferences throughout Europe;
Description of conferences and workshops CloudCatalyst participated in.
FIGURE 6 – FIRST NEWSLETTER (OCTOBER 2013)
16
D. 5.3. Dissemination and Communication Strategy
5.4 Press / Media
In order to maximize the impact of the dissemination activities, the project will implement a
close relation with the media across Europe, based on the following strategy:

Creation of a Press-Kit to use during certain events and for interviews with the
media;

Attract the local, regional and European reporters to the outcomes of
CloudCatalyst by:
o Establishing long term relationships with key journalists in order to
facilitate publication and raise interest;
o Creating stories about project’s activities that can raise journalists’
interest;

Issue Press Releases when there is something newsworthy. Despite this rule at
least every semester a press release has to be issued These PRs will be sent to
local, regional, national and international media;

Maintain Press Wire tools and distribution contacts (e.g. Cordis, IDG, Local press
distribution lists…);

The different EuroCloud channels, in the different countries, are an ideal way to
disseminate news and interest.
6 Project conferences, workshops & bootcamps
Consortium partners will target to disseminate the project outcome to relevant events,
workshops and bootcamps. The schedules and topics need to be planned and discussed with
the consortium partners. A schedule should be released by the start of 2014 and updated in
2015.
6.1 Annual conferences
The project dissemination must not be based on electronic communication only
contact is required. In fact, the project involves a long lasting process of
exchange, requirements analysis and best practices adaptation. Within all above
actions personal contact is required. Taking this into consideration, the following
be organized:
– personal
knowledge
mentioned
events will

1st CloudCatalyst conference: has taken place in Slovenia in september 2014 (organized
by EuroCloud and SI.Mobil), was coorganized by 4 other EU funded projects SUCRE,
OCEAN, CloudCatalyst, and CloudForEurope – results were published also on
http://www.cloudconference.eu/media/filer_public/2014/10/17/class_2014__wrap_up_1.
pdf.

2nd CloudCatalyst conference: will take place in Portugal, by the end of the project
(organized by PT and UPTEC).
6.2 Workshops
Three national workshops will take place in Germany, Portugal and France. Implementing a
hands-on strategy, the workshops will explore all the major subjects addressed by the
consortium, namely the guidelines and best practices for the developers’ community,
17
D. 5.3. Dissemination and Communication Strategy
entrepreneurs, technical transfer units, start-up incubators and other stakeholders.
6.3 Bootcamps
The bootcamps will be aligned with the dates of the workshops and CloudCatalyst
conferences to make sure that the project reaches a large audience and make an efficient
use of the resources available (human and financial). The bootcamps willl be held in
Portugal, Slovenia and, still under definition, Spain or Luxembourg
Having analyzed hundreds of (cloud) startups we have identified the most common
problems faced by new teams. These issues are largely confirmed by the Startup Genome
Report1 and can be summed up in the following points:
a) startups face major problems if they scale before they find their product-market fit;
b) teams are often unable to execute their vision and;
c) they are largely unsuccessful in communicating the vision to their broader team,
customer base, as well as investors.
The CloudCatalyst bootcamps will be mainly focused on point a).
During the bootcamp, CloudCatalyst members will validate the teams that went through the
Go-to-the Cloud online program help, either online or onsite (we will validate which way
gives better results). Also, bootcamp methodology will be tested to enable other
stakeholders (such as startup accelerators, business accelerators, industries with research
departments) who would like to follow the same path of bringing the innovative cloud
services on the market within other EU countries, to replicate the CloudCatalyst bootcamp
methodology in their environment/country.
The bootcamp will bring together experts with following competencies:
- Technical know-how for successful cloud service creation
- Business experts: product managers, marketing, sales force, business developers
- Venture Capital people
- Entrepreneurs and Ex-Startup managers
With the bootcamp we intend to start building the network on EU level, where people that
have experience in bringing new cloud services into life would be first filter and educators of
how to make a successful cloud service.
In the second year of the project, the consortium will organize 3 editions of the bootcamp in
Spain, Portugal and Slovenia. The first edition will happen in Madrid and it will be considered
the “pilot service validation bootcamp” to test the methodology described in the document.
The objective is to do match making of best cloud services and their teams with the VC’s,
and to prove whether it is worth risking to invest on the cloud services presented during
bootcamp.
6.3.1 Focus group (participants)
Bootcamps are focused on:
-
Research teams from universities and institutes
Startup teams (not incorporated) – minimum 2 people present
1 https://s3.amazonaws.com/startupcompass-public/StartupGenomeReport1_Why_Startups_Succeed_v2.pdf
18
D. 5.3. Dissemination and Communication Strategy
All these
strategy.
startups.
Incorporated startups – min 2 founders present
Angel / Seed backed startups – min 2 founders present
participants share the same need: define market and assemble a go-to-market
The agenda of each bootcamp will be defined according to the profile of the
6.3.2 Bootcamp organizers and partner organizations
For successful bootcamp in CloudCatalyst project we need at least 4 organizations:
- Local incubator, accelerator, startup school
- Research institutes, University or other knowledge partner
- CloudCatalyst partner
- Cloud Experts/Telco provider/Infrastructure provider
Later (after project will be finished) Incubator/accelerator or startup school will be able to
use Go-To-Cloud services for their own. They will have a chance to connect with other
partners.
6.3.3 Organizational strategy
Bootcamp planning should follow this timeline:
2 months before:
Preparing partnerships with organizations
Define date of the bootcamp
Define PR messages and create landing page/Eventbrite 2page
Define draft agenda
Define venue (projector, microphones, place…)
Start with PR & marketing strategy

1 month before:
-
-
Define all the speakers
Invite Investors to be part of the program (if applicable)
Do the PR & marketing strategy
1 week before:
- Communicate with participants and partners based on the marketing strategy
- Prepare the materials
Bootcamp:
- Take care everything happened by the agenda
- Use PR channels for marketing (pictures on TW, FB …)
- Take care for the speakers and participants
After Bootcamp
-
2
Thank you letter to everyone
Post results on social media
Send PR release to media and on the channels
Invite people to other events that will follow
www.eventbrite.com
19
D. 5.3. Dissemination and Communication Strategy
6.3.4 PR & Marketing strategy
For PR & marketing, organizations should use the following channels (own and partners
organizations):
Facebook
Twitter
LinkedIn
Mailing lists
Media contacts
Webpage (Eventbrite pages)
Newsletters (physical and online)
Usually the best option is to post the news (it could be blog post) and spread it around.
After the event, a PR release is also recommended.
-
6.3.5 Data and privacy protection policy
By registering on bootcamp, every participant agrees with terms of service regarding their
relation to bootcamp organizers and partners. Terms of service include:
-
-
Participant agree that could be on photos, taken on events
Participant agree, that his personal data is collected only for purpose of
bootcamp and it will not be used for other purposes
Participant agree that if he need to disclose and company secret (company data,
prepatents …) will this announce before disclosure and for this purpose all the
participants will sign NDA
Investors on final pitches never sign NDA-s, so their pitch must be framed in that
way.
20
D. 5.3. Dissemination and Communication Strategy
6.3.6 Madrid bootcamp – 15, 16 and 17 April
The agenda of the bootcamp can be adjusted according to the profile of the startups.
Day 1:
Introduction of all teams (2min intro of all teams)
Introduction of all mentors
Key topic: Modeling & lean strategy;
Cloud accelerator tools: BMG CANVAS, PROBLEM MAP
Introduction to lean philosophy, business modeling framework and lean processes. Teams
form an understanding of product market fit and what it means for a startup. Include also
market segmentation. Teams will learn about targeting their market, predicting the size of
the market, segmenting markets and choosing the appropriate segment to target.
Day 2:
Key topic: Customer Discovery tools & Customer profiling;
Cloud accelerator tools: EMPATHY MAP, VP CANVAS
What teams need to know to get most out of their customer discovery process and how not
to skew results. Practical advice on how to conduct customer discovery interviews and how
to build their first landing page with no money or technical skills. In customer profiling part
is the aim to teach teams to look at the world from their customers' point of view so they
can truly understand their customer. They will build their customer experience journey and
decompose the problem they are solving on partial problems and learn to understand their
value.
Day 3:
Key topic: Storytelling & How 2 pitch
Teams study the art of storytelling and how it applies to every aspect of communication
about their business (PR, investor pitching, user acquisition …). Pitching and demo
workshops where teams pitch in front of each other and offer feedback. Teams will also
learn the ins and outs of pitching, audience analysis, preparation and tips and tricks against
stage fright. Optional/additional: Explaining Squoia pitch framework for pitching in front of
investors.
Conclusion: Presenting results/pitching in front of 2-3 investors that will give them feedback
on their work.
6.4 External Events
In order to achieve a higher impact, to foster cloud computing development and adoption
throughout Europe and attract the target groups defined earlier: scientific and software
communities, SMEs and larger companies, entrepreneurs and key stakeholders, the
dissemination and communication activities includes also an active participation in the most
important Cloud Computing events, as listed below:

Future Internet Assembly (www.future-internet.eu)
21
D. 5.3. Dissemination and Communication Strategy










Cloud World Forum - www.cloudwf.com
ICT2014 and 2015
Cebit (http://www.cebit.de)
EuroCloud congress & Awards 2014 (www.eurocloudcongress.org)
Broadband World Forum Europe (http://broadbandworldforum.com)
Cloud Connect (http://www.cloudconnectevent.com/)
Enterprise Cloud Computing and Virtualization Conference
European Identity & Cloud Conference (http://www.id-conf.com/)
Concertration meetings organized by EU commision in 2014&2015
CloudScape event 2015
As part of past events, it is important to mention that EuroCloud presented the
CloudCatalyst project during the ICT2013 event in October 2013, as can be seen through
the following links:
http://www.cloudwatchhub.eu/node/20;
http://www.cloudwatchhub.eu/sites/default/files/allslides_short.pdf)
6.5 CP-Events (Consortium Partners)
It is also important for each consortium partner to involve CloudCatalyst in its own events
and to propose workshop opportunities. This would raise awareness and show the
commitment of each partner. It is also a strong extra channel that can bring more visibility
and give a strong boost to the project locally.
6.6
Social Media
It is important to use multiple channels to disseminate information and allow consortium
partners and key stakeholders to communicate about the CloudCatalyst project, especially
about its role, objectives and outcomes. The following social media channels will be
established and managed through the hootsuite tool that allows the management of various
channels at once:



LinkedIn Group. It offers a truly professional overview and online positioning. It also
permits people to show their membership to CloudCatalyst through their own
network, which will help raise awareness and bring people to the page. News will be
updated on a regular basis and include mention of events, objectives and an update
of the outcomes. People can contribute on a regular basis to the page;
Twitter. Essential to keep people aware about the evolution of the project and get all
the updates immediately;
Facebook. Some organisations have gained strong visibility via this tool (i.e.:
https://www.facebook.com/botfree.eu; https://www.facebook.com/HelixNebula).
The dissemination coordinator is responsible for the management of these channels.
22
D. 5.3. Dissemination and Communication Strategy
6.7
Networking with other EU Initiatives
The strength of the project and the dissemination and communication of its activities also
lies in the different ties partners have with other EU initiatives. Strong ties have been
established with the following organisations:




Cloudwatchhub (http://www.cloudwatchhub.eu/). This initiative is funded by the
European Commission FP7 programme to help turn best practices on interoperable
clouds into common practices. It aims to contribute to an internal market of services
to boost opportunities for businesses and citizens;
Cloud for Europe (http://www.cloudforeurope.eu/). This initiative supports public
sector cloud use as collaboration between public authorities and industry. The
project identifies obstacles, finds innovative solutions and builds trust in European
cloud computing;
Helix >Nebula (http://www.helix-nebula.eu/) Helix Nebula - the Science Cloud, will
support the massive IT requirements of European scientists. The project aims to
pave the way for the development and exploitation of a Cloud Computing
Infrastructure, initially based on the needs of European IT-intense scientific research
organisations, while also allowing the inclusion of other stakeholders’ needs
(governments, businesses and citizens).
European Grid Infrastructure (http://www.egi.eu/). This non-profit organization aims
to support the digital European Research Area through a pan-European research
infrastructure, based on an open federation of reliable services, which provide
uniform access to computing and data storage resources.
More networking ties will be created with the development of the CloudCatalyst project and
will be referenced and communicated on a regular basis.
6.8
Print Material
A number of posters, brochures and some giveaways will be prepared. They will be used as
additional dissemination materials during CloudCatalyst related events and workshops. They
are also an essential communication medium and can reach a high number of attendees.
23
D. 5.3. Dissemination and Communication Strategy
7 Dissemination and Communication Agenda
The Dissemination and Communication agenda is planned as follows:
Type (Brochure,
Website, Press
releases, Articles,
workshops…)
Description
Audience
October
Logo
Design
Project
Partners
October
Press Release
Press release/article presenting Project’s goals
and partners
Public
October
Factsheet
General information on the project
Public
October
Newsletter
Newsletter nº1, presenting project
Public
October December
Website
Website Design and Structure
Project
Partners
March
Press Release
Press release/article presenting updates and
news
Public
March
Newsletter
Newsletter nº2, presenting project & updates
Public
March
Brochures
Print material to present the global project
Public
September Press Release
Press release/article presenting updates and
news
Public
September Newsletter
Newsletter nº3, update on the project
Public
September Workshop
Workshop in Luxembourg. Organizer:
EuroCloud
Public
September Conference
Conference nº1 in Slovenia. Organizers:
EuroCloud and Si.mobil
Public
Workshop in Portugal. Organizer: PT
Public
Date
2013
2014
2015
January
Workshop
24
D. 5.3. Dissemination and Communication Strategy
March
Press Release
Press release/article presenting updates and
news
Public
March
Newsletter
Newsletter nº4, presenting project & updates
Public
March
Workshop
Workshop in Brussels. Organizer: EuroCloud
Public
April
Bootcamp
Bootcamp in Spain (organizers UCM, SI.MOBIL
and PT)
Public
June
Bootcamp
Bootcamp in Portugal (organizers PT and
UPTEC)
Public
June
Bootcamp
Bootcamp in Slovenia (organizers SI.MOBIL
and EUROCLOUD)
Public
September Press Release
Press release/article presenting updates and
news
Public
September Newsletter
Newsletter nº5, update on the project
Public
September Conference
Conference nº2 in Portugal. Organizers: PT
and UPTEC
Public
September Workshop
Workshop in Germany (Location to be
confirmed). Organizer: EuroCloud
Public
25
D. 5.3. Dissemination and Communication Strategy
8 How to Measure the Success of the Project (KPI –
key performance indicators)
Measures of success should tell the consortium the following about whether the goals set
were:





achieved the results expected;
produced results that weren’t expected;
goals should be changed;
project should continue (or not);
goals should be measured in other ways.
A measure of success defines a set of values used to measure against which can be
summarized into the following sub-categories:

Quantitative indicators, which can be presented as a number.
1. Website views;
2. Number of workshop attendees;
3. Number of press news and newsletter;
4. Number of answers to the surveys;
5. Number of downloads of the toolbox;
6. Number of users on the go-to-the-cloud service;
7. Number of users on Linked.in group;
8. Number of followers on Twitter;
9. Number of likes on Facebook page;
10. Number of events and number of attendees per event.

Qualitative indicators, which are related to the feedback from:
1. Groups targeted;
2. Newsletter recipients;
3. Attendees at workshops and events;
4. Media (with publications, interviews…);
5. Social media engagement.
Updated on dissemination and communication: measures of success within first
year of the project
KPIs - Dissemination activities
Expected Progress
Year 1
Web Site visits: number of unique accesses
>1.50
0
Achieved
Year 2
>3.000
26
D. 5.3. Dissemination and Communication Strategy
Newsletters: number of newsletters
3 (2)
Achieved
2
Press release: number of press releases
3
Achieved
2
Workshops: number of workshops held to
present project results to wider audiences
-
Achieved
+1
3
Bootcamps: number of bootcamps held to
validate CloudCatalyst services
-
3
Conferences: number of events organized by
the consortium
1
1
KPIs - Communitiy engagement
Expected Progress
Year 1
Year 2
N# of EUROCLOUD partners to recieve
newsletters
9.000
Achieved
9.000
N# of EUROCLOUD congress attendees
invited to CC events
300
Achieved
600
N# of companies participating in
EUROCLOUD innovation award invited to
CC events
200
Achieved
450
N# of SAPO CODEBITS attendees to
receive CloudCatalyst flyers
400
Achieved
800
N# of entrepreneurs that are part of PT
startup programme and that will be involved in
CloudCatalyst activities
51
Achieved
71
N# of teams of START:CLOUD programme
supported by Si.mobil that will be invited to
attend the bootcamp in Slovenia
17
N# of people participating in hands-on
tutorials about building cloud services within
the workshops, bootcamps and other events
25
26
Achieved
50
27
D. 5.3. Dissemination and Communication Strategy
N# of cloud entrepreneurial projects
supported by UPTEC that will be invited to
attend the bootcamp in Portugal
KPIs - Web site statistics
-
30
Expected Progress
Year 1
N# of visits on top days
N# Top pages
181
11007
N# twitter followers
71
N# of mailing subscribers
720
KPIs - Media coverage
Year 2
Expected Progress
Media name
Year 1
Year 2
SapoTek
ComputerWorld
Falar de Tecnologia
ITOne.lu
Cloud Computing Journal
Computer Weekly
Eurasia Hoy
Eurasia Review
1.1
SmartNews
28
D. 5.3. Dissemination and Communication Strategy
KPIs – presentation in external Expected Progress
events
Year 1
RedIris
Meeting
Technical
Group
Year 2
Oct.2013
ICT 2013
Oct.2013
1.2
Cloud Expo Europe
1.3
1st
2014
Concertation
Meeting | Unit E2
Software
&
Services
Feb. 2014
March 2014
EGI Community Forum 2014
May 2014
European Researcher’s Night at
Universidad Complutense de
Madrid
Sept. 2014
2nd 2014 Concertation Meeting
| Unit E2 Software & Services
Sept. 2014
EuroCloud Congress 2014
Sept. 2014
KPIs – Publications in books and journals
Expected Progress
Year 1
N# of visits on top days
N# Top pages
Year 2
181
11007
N# twitter followers
71
N# of mailing subscribers
720
29
D. 5.3. Dissemination and Communication Strategy
Topic Publications in books Channel
and journals
Date
Project background
EuroCloud Congress 2013
15/10/13
Networking Session
ICT 2013
07/11/13
ICT 2013 event review
EuroCloud Europe WebSite
29/11/13
ICT 2013 event review
Cordis
06/12/13
Video
interviews
Short Description
Role/ Industry Answers Overview
Focus
/
Organization
Alex Delis
Professor of Computer Innovation
Science at National and
Kapodistrian
Univ.
of
Athens (UOA)
Affiliate member at Athena
Research
Innovation
Center in Athens, Greece
Cedric
Thomas
OW2 Consortium, France - Open
Source
a strategy consultant who Community
took the CEO job at OW2 Builder
after driving the launch of
this
open-source
organization.
See
www.ow2.org
PaaS has bigger growth
potential.
From
the
institutional point of view,
access management is
also very important and
cloud
allow
easy
management.
For adoption in public
administration
is
also
availability on rural areas
across EU, because for
services we need to
support also rural areas to
have
the
equal
possibilities.
PaaS has bigger growth
potential.
Big
Data,
Privacy, IoT are the
opportunities for next gen
of application.
One of the main drivers to
move to the cloud is cost
optimization.
30
D. 5.3. Dissemination and Communication Strategy
Manuel Nina
Technical Assistant in the
European and Portuguese
Parliaments on matters of
energy policy, electric
mobility, innovation and
web
based
social Smart City Focus
networking-projects (CIP
and FP7), related to
energy, smart cities, cloud
computing and living lab
open-innovation.
1.4
Hybrid? combination
of both;
1.5
Main issue is
security so if
we solve this,
hybrid will
happen;
1.6
Services that
interact with
citizens, geo
locating
services;
1.7
Scale; Major
is security,
other is
understandin
g the cloud
and options
that offer;
Dealing
with
data.
Crosschecking
different
data
sources
and
understanding the data.
1.9
1.8
Keith Jeffery
Past IT
Director at
STFC
Rutherford
Appleton
Laboratory
with 360,000
users, 1100
servers and
140 staff
Advised government on
security
and
green
computing. Chaired the EC
Expert Groups on GRIDs
and on CLOUD Computing.
EU Researcher
SaaS has
more
potential.
1.10 Cloud
provides
simple
outsources
model for
extra
services that
you need.
You are also
greener in
terms of
energy,
effort and
speed.
In healthcare cloud will
allow much faster
reactions and responds
that should be critical for
31
D. 5.3. Dissemination and Communication Strategy
many lives.
Dejan
Podgorrod
Ana Robnik
Leon Kralj
Roman
Trobec
Experience in technical,
sales and management
areas. His recent job
responsibilities
include
Innovation
Systems Sales Manager
Enabler
IBM Slovenia in the
Systems and Technology
Group and Systems Sales
Manager IBM DEMA.
Telecommunication
Consultant - leading a
research
group
and
ICT
coordinating
work
in
Provider
standardization
organizations internally in
Iskratel.
CEO, Goap d.o.o. Nova
Gorica GOAP is primarily
focused
on
the
development of its own
ICT
high-tech and innovative
House
products and solutions
which are installed in
hotels, residential, office
buildings and cruise ships.
1.12 Head of
Parallel and
Distributed
Computing
Laboratory,
JSI, since
2012.
Areas of Research: parallel
systems,
algorithms,
computing
clusters,
scientific computing, HPC,
BigData,
distributed
systems, grids, clouds,
digital
transmission
Education
Because he is from IBM,
he sees potential on PaaS
and databases as a
services. He sees big
potential on Internet of
things and cloud as
enabler of that trend.
Cloud
1.11 PaaS, has
bigger
potential.
SoHo (Small
office, Home
Office)
services are
big potential.
Motivators to move to the
cloud are also to reduce
OPEX and CAPEX.
Bigger potential have
PaaS. For adoption of
public sector the barrier is
Smart also low informing form
public authorities what
cloud could give them.
The same is in health
sector.
1.13 The more
important for
him is PaaS
service
model; for
Roman
hybrid cloud
is only the
phrase for
marketing,
because
companies
already use
the hybrid
32
D. 5.3. Dissemination and Communication Strategy
systems, wireless sensor
networks, computers in
biomedicine,
e-health,
Publications
cloud; High
performance
computing;
1.14 Main
motivator is
price/perform
ance;
1.15 Security is
not a
problem,
bank sector
show that
this works,
why not on
public sector.
Healthcare is an important
area and he expects
development of the area,
but it will be last a couple
of years to adopt the
technologies.
33