Version 3 announcement marketing plan

[fmvilas]

Alright! We're gonna release AsyncAPI v3 🎉 The following is an outline of the activities I think we should be doing for the announcement. Pinging @thulieblack @derberg @AceTheCreator @jonaslagoni @Barbanio @alequetzalli but everyone is welcome to join the effort.

Note: To set the right expectations, I think we should gather feedback about this outline by the end of next week max. December is around the corner and there are a lot of things to do so we can't spend much time on just this. Happy to change my mind if you think otherwise. I'm just trying to convey a certain degree of urgency here 😅

Target date

Early December 2023. Maybe during Apidays Paris?

Target audience

Developers. Especially, those working in large companies.

Messages to convey

• New AsyncAPI v3 is out and you can try it now. Here’s how.
• This has been a huge community effort. Here are the people who have participated.
• Use it from VS Code to create a [insert example]. Here’s how.
• Model request/reply interactions with AsyncAPI. Glee and docs are ready. Here’s how.
• [What v3 means to the future. E.g., a sustainable growth of the spec removing old issues.]
• No more publish and subscribe confusion. A joke maybe?
• Anything else?

Social Media Announcements

AsyncAPI accounts

• Twitter & Mastodon: Create a series of posts leading up to the release and on the day of the launch. Use catchy hashtags like #AsyncAPIv3 and engage with key influencers in the API and messaging space.
• LinkedIn: Share detailed posts about the new features and improvements to target professionals and businesses.

Other accounts

If we leverage our community, we’ll get further.

• Coordinate with the marketing department of our sponsors and other companies who will want to collaborate on this effort. Depending on the level of engagement, this can go from them coming up with a set of posts on their own to us writing some for them.
• Leverage our individual community members. Give them guidelines and even posts to publish and specific dates.

Blog Posts

• Prepare a series of blog posts to go into depth about the new features, use cases, and real-world examples. Schedule these posts to be released over a span of a few weeks to maintain user engagement.
• Make sure we don’t only publish on our own blog but leverage our community blogs too.

Live Streams & Podcasts

• Organize a live launch event on platforms like YouTube, Twitch, Twitter, or LinkedIn Live. The event should include presentations from key community members, demos of new features, and Q&A sessions.
• Join other live streams from community folks. Companies, influencers, and others may be open to having us there. This way we reach people who are not yet in our community.

Email Marketing

• Send out email newsletters to inform them about the update, its benefits, and how to get started with Version 3.
• Collaborate with other community folks to appear in their newsletter too.

Webinars

• Host webinars that provide in-depth training on how to make the most of AsyncAPI Version 3. Share tips, tricks, and best practices.

Developer Outreach

• Reach out to developers and development teams directly through forums, Slack communities, and developer conferences. Invite them to join the webinars to demonstrate the power of AsyncAPI Version 3.

Metrics and Feedback Loop

• Monitor the engagement metrics and gather user feedback. This information will be valuable for post-launch improvements.

Giveaways and Contests

• Organize contests or giveaways related to the new version, encouraging user participation and engagement.

Continuous Promotion

• Continue to promote the new version through all channels over an extended period to reach as many potential users as possible.

Remember to coordinate the marketing efforts across all platforms, ensuring a consistent message and branding for AsyncAPI Version 3. The key is to not just announce the release but also to highlight the benefits and practical applications of the new features to create excitement and user adoption.

[thulieblack]

The plan looks solid, I like it 👌🏿.

It will be great to leverage APIday Paris since it is a leading event, and majority of the target audience tend to attend this. But a concern is who will be there to do the outreach?

Someone who is definitely not Lukasz.

Apart from this, we are on track.

[fmvilas]

AFAIK @Amzani will be there. In any case, I'm not worried about doing developer outreach in a single conference. I think it has to be a sustained effort over time. Probably counting with our ambassadors too.

[Barbanio]

Yes, it sounds good. @asyncapi/ambassadors, WDYT?

[M3lkior]

very good news and plan !

[derberg]

Had a chat with @ivangsa and he can write a blog post, probably in Sngular blog - and get it shared in Sngular socials

[ivangsa]

Hi, I will write a good blog post about v3 but I won't be able to have it for the release date... it will came a bit later..

[derberg]

@Barbanio will coordinate with you. Best would be if you could also convince Sngular to tweet/linkedin about the release

[thulieblack]

This was a success