>>live from Washington, D. C. It's the Cube covering Bumi World 19. >>Do you buy movie? >>Welcome to the Cube. I'm Lisa Martin at Bumi World 2019 in Washington, D. C. Been here all day. Had some great conversations. One of my favorite things about movie is how impactful they are making their customers. And I'm very pleased to welcome the CEO off American Cancer Society. Kenny Ocular Kenny, Welcome to the Cube. >>Thank you. Happy to be here. >>Really? Enjoyed your keynote this morning on stage with Chris McNab. You know, the American Cancer Society is one of those organizations. I think that that impacts every single person on this planet in some way or another. We've all been touched by cancer, and it's so it's so interesting to look at it as how is technology fueling the American Cancer Society? Your CEO talk to us a little bit about what you guys are doing with booming. How Bhumi is really helping you guys two integrate all these different systems so that an agency is old and historic as a C s is is really transforming to be a modern kind of cloud driven organization. >>Yeah, I think all organizations now are becoming I t organizations. It's their heart, and it's important for us to the American Cancer Society to interact with. Our constituents are volunteers. Our patients are staff right in a digital way. So it is critically important that we are right there with everybody else, uh, interacting with them. And so, whether they're on the go and doing it on their mobile phone or, you know, at the doctor's office talking with their doctor about treatment options that were there to help them get them what they need, an information for their best chance to beat the beat the disease. >>So talk to me first about the business transformation that the American Cancer Society winter before your time there. But first it was. We have all these different organizations different leadership, different I t infrastructure, different financial operations model. Talk to us about first powdered it transform from a business like process perspective and then start looking at digital transformation. >>So some of it happened at the same time the organization made the decision back in about 2012 to consolidate other organizations. We were we kind of run ran regionally at the time and each independent, different region. There were 13 different regions kind of ran independently with their own I T systems. There were some shared technologies that we had of the organization, starting in about 2012 decided that no, we wanted to centralize our model and come together. We thought it was a more efficient manner and allowed us, in essence, to doom or for our mission, which is the ultimate goal. So there was a lot of consolidation around people on organization. Some of the processes I will say, God, God consolidated. Some are still going through some of that transformation. So after we kind of keep brought the organization's together and some of the people together, we kind of looked at Where are we with our technology and how do we move forward into the 21st century and do that effectively? And so at the time, we did kind of an analysis of our current state. As I mentioned in the keynote, we had a lot of technologies >>that were just older, had kind of run their course for >>end of life or just become that, you know, over change over a decade of changes and just being a monstrous the e meth or systems. That way, we're really struggling to keep up right both in terms of change and enhancement and delivering those capabilities back to our constituents. So we decided that no, it's time for us to move to a new and technology modernization effort, and we really wanted to be on the cloud first strategy. So we were looking at our cloud vendors and everything else. And one of the big selections was, as we chose Salesforce's R C R M platform we chose. Net Suite is our financially rp platform that we we could consolidate all those. And then as a part of that, we were looking at all of the leftover processes that weren't standardized, that we were still doing differently, that we could simplify. So taking stuff from 21 steps down to six steps if we could, you know, et cetera, and bringing that along with the transformation just to create more efficiencies for us and then, at the end of the day, driving a better end user experience with your volunteer, your staff, your patient, et cetera, >>it's a tremendous amount of data just in a serum like cells fours and Oracle Net Sweet. What was the thought and the opportunity to actually put an integration platform to enable that data to be shared between the applications and enabled whether it's providers or as you said volunteers, and we'll talk about that? And second, to be ableto have an experience that allows them to get whatever is that they're looking for. Talk to us about integration and sort of that driving kind of hub centralized hub aspect. >>Yeah. I mean, with any business data is key. And historically, we had our data was was >>spread out across multiple systems but then didn't always sync up. So you'd have you know you'd pull a report out of one system and say something different than when you looked at another system. So one of the key foundational tenets with the transformation was is we wanted our data to be in sync. We >>wanted to be able to see the same things no matter where you were looking. At that way, we we were all looking at the same information and basically a single source of truth. Yes, and boom. He was a critical component of that, right? With their integration platform, they were going to be our integration hub that is going >>to keep everything in sync. So we knew we had over, Um well, we had 100 and 20 applications that ultimately were a part of it. There were probably 20 major ones that had most of our data in there. And then boom. He is integrating all of those. So when information's coming across, whether it's coming in from, ah, donation made or an event participants or a patient referral form, all of that data comes in, comes in through Bumi, and it's propagated, orchestrated across the systems as it needs to be to make sure that it has all of the right information in it, that the data is as clean as we can make it, and it's all in sync. At the end of the day, >>that's critical. Having the data is great, but if you actually can't utilize an extract values from that, it's I don't want a worthless, but it's clearly the value, and they're you know, >>it's a lot harder to make good business decisions without good data, >>right? And when we're talking about something like patients dealing with with very, very scary situations, being able to Matt, whether it's matching a volunteer with ah mentor with a patient is going through something similar that could be game changing in lives and really kind of propagate. Talk to me about this service match that you guys have built with Bhumi. I think it's such a great service that you guys are delivering. Tell us about that. What it's enabling. >>So service matches an application that is part of our road to recovery program, where we provide rides for cancer patients to and from cancer treatment So often when you're getting chemo therapy, driving after chemotherapy is not an option. And ah, lot of a patient's have trouble with caregivers and family, always helping them. So the American Cancer Society provides this program to provide those rides free of charge for cancer patients. And the service match application is about connecting those patients to volunteers for the rides. So if if a patient calls in, they say, I need a ride, this is what time I'm going etcetera. They can do that now online as well, and we can connect them with a volunteer. So then that goes out to our volunteer community and somebody can say I can do that. I can help this person out, connects them up so that they can get to their treatments on time. >>That's so fantastic. And such a impact that you guys could make isn't something where you guys were integrating on the background with, like, a rideshare service or these just folks like Hey, I've got a car that seats five I want to help is it is available. It is. It is available to anybody. Anybody can >>volunteer, and most of the rides are handled volunteers If we cannot find a volunteer, we have a lot of great partners that worked with the American Cancer Society. They can provide those rideshare opportunities, so we'll make it happen and and get the patient to their treatment >>to talk to me about the ability to do that. That's a one great application of what you guys are doing with Bhumi. What was the actual building? That application? How long did it take to be able to say, Hey, we had this idea? We can connect these systems. We can facilitate something that's critical in the care of the patients. What was that kind of build an implementation like because when we talked a lot about time to value. And we've talked about that a lot today. So talk to me about it through that lens >>eso for us. We started on we're all on spreadsheets, right and paper. And yeah, it was it was about a 12 months process actually build some of the the service match application itself. The bony implementation came in as part of our transformation to make sure that all of the systems were integrated with that. So as people are requesting rides or whether that's through the call center or going through the website, that that information is there, that they can help patients with it. So if they need to change the schedule or do something different, that those all take place and that everybody has the latest information, it also enables us has were as changes are happening or even the rides are taking place. Notifications air going back out and back and forth so that everybody is up to date on all of the activity that's taking place. >>And to date, you guys have helped with service match alone Nearly 30,000 patients. >>Yeah, we we service. I think It's 30,000 patients a year. >>Wow. >>On the on the platform, we, uh, over 500,000 rides have been delivered since its inception. >>And And when was that inception? >>I'd have to look at the date. I don't >>know. A couple years ago were in the last. >>It's been It's probably been in over a decade now. >>Okay, that's awesome. So another thing. I'm curious. Four volunteers who want to do to raise funds to support the American Cancer Society is integration kind of essential component. You're smiling. So I think the answer is I think I know the answer. Talk to us about how, um, Bhumi is helping a CS to deliver, you know, a more seamless, a better fundraising experience for anybody that wants to actually go out and do that. >>Yeah. So we have a lot of donation processing systems that that that we leverage As for the American Cancer Society, because part of what we want to do is make it easy for people to raise money and raise it in their way. Right? So we have multiple systems, both from all the events that we do, whether it's the relay for life, for the making strides against breast cancer, which are two of our major event platforms. But we also have raised your way platforms. So if you want to do it yourself and you want to host a wine front razer with your friends and raise some money, we can absolutely help you do that as well. And what we do is we take all that information from all of that that from those events, and then bring that into the system so that we know what happened when who you were, so we can properly thank you. You can also get your tax credits and and all of the other things that go along with it. So >>that's awesome. So I want to ask you from a CEO's perspective, Bumi being a A single instance multi tenant cloud application delivered as a service to you and your previous role before you came to the American Cancer Society was insurance. Talk to me about that as a differentiator. What is that as a. C s continues to scale on, offer more programs and have more data to integrate roomies architecture and your perspective is that something that gives the A. C. S really a leg up to be able to do more, more. >>Absolutely. I think boonies, low code development strategy is is a differentiated for anybody that's using the platform it. We have been able to deliver Maur integrations in a shorter amount of time with our transformation than I've done in the past with other integration platforms or just developing it. I'll say the old fashioned way with Java or C sharp. So I think I think it's an integration platform. It's it's It's a real game changer in terms of what enterprises can do in terms of delivering, uh, faster and with Maur stability and performance than in the past, >>which is critical for many businesses that obviously yours included. They also take a look back at your previous role in a different industry. How is the role of the CEO changing in your perspective as things are moving to the cloud? But there's the explosion of edge and this consume arised implementation, right or influence because as consumers, we have access to everything and we want to be able to transact anything, whether it's signing up to be a volunteer or an actual patient needing to have access to records or a ride? How How is that consumers ation effect changing the role of the CEO, opening up more opportunities? >>Yeah, that's a big question. >>Sorry. It's >>okay. Um, yeah, I think the role of C I. O. Is changing significantly in terms of they are required to be more of a business leader are as much as a business leader as as any of the other C suite executives. And it is justice critical for them to understand the business where it's going be a part of the strategy with it and helped drive. From that perspective, The consumer ization component is actually in some ways, I think, making the c i o in the i t. Job a little bit harder. There's, um there's a lot that goes into making sure that what we're doing is secure on, performs well and sometimes just the overall consumer ization of technology. It looks so easy sometimes, and sometimes it's easy to underestimate some of the the complex nature of what we're doing and the level of security that needs to be applied to make sure that were protecting our constituents and making sure that their data is safe and secure. >>How does Boonmee help facilitate doctors? You right? We talk about security all the time. In any industry. How is what you're doing with Louis giving you maybe that peace of mind or or the confidence that what's being moved around as data and applications migrate, that you've got a secure, safe environment? That data? >>Yeah, I think Bumi does several things. First off, they've got a lot of security certifications is a part of their program. They make it relatively easy to to leverage that they allow us to deploy the the atoms where we need to. So whether that's on Prem or in our own tenants, behind our firewalls, all of those things will allow us to deploy it in whatever method we feel is most secure based on the data that we're trying to move >>except Well, Kenny, it's been a pleasure having you on the Cube just really quickly. Where can we go if we want to become a volunteered to help patients >>san sir dot org's >>cancer dot org's Awesome Kenny has been a pleasure. Thank you so much. Thank congratulations on the massive impact that A C S is making not just with Bhumi, but in the lives of many, many people. We appreciate your time. >>We're very excited and happy. We can help. >>All right. I'm Lisa Martin. You're watching the Cube from Bhumi World 2019. Thanks for watching.

>> Live from Barcelona, Spain, it's theCUBE. Covering KubeCon CloudNativeCon Euope 2019. Brought to you by Red Hat, the Cloud Native Computing foundation and eco-system partners. >> Welcome back to the Fira here in Barcelona, Spain. This is theCUBE's coverage of KubeCon CloudNativeCon 2019. I'm Stu Miniman, my co-host for two days of coverage is Corey Quinn, and we're excited to have on the program a first time guest, but a company that we've known for quite a while, Daniel Lopez Ridruejo, who's the CEO and co-founder of Bitnami. Just announced recently that Bitnami is being acquired by VMware. Daniel, thanks so much for joining us and congratulations to you and the team on the 'exit' as it were. >> Thank you very much, gracias. It's an honor to be here. >> Yeah so we had Erica Brescia who's the co-founder of yours on theCUBE seven years ago. Back then I was trying to figure out exactly what Bitnami was and where it fit in this whole world. Maybe you can just bring us up to speed for those that maybe don't know, and there's all these people in the enterprise space that might not know your community that the dev space knows real well, as to bring us back the who and the why of Bitnami >> Yeah Erica is my co-founder and we have been building this together over the years. It has been quite a fair ride and, we started Bitnami as an offshoot of our previous company called Bedrock in which we made software easy to install. And then we realized that a lot of what people wanted to make easy to install on Linux was Open Source software, so we started working with companies like MySQL and SugarCRM, Splunk really early on when they were only four or five people, and over time we decided to do the same thing as an Open Source project for all those other tools and projects that didn't have a way to make them easy to install. We started as Bitnami.org, we wanted to emphasize that it was an Open Source project, was never going to be a company, and it didn't turn out that way. >> All right so, we got a lot of things to cover, but help us connect the dots as to those early you know, dot org, it wasn't a company, to a company having the dev space to, we're starting down the path towards the enterprise, which seemed to be a natural fit as to what happened today. >> Yeah so going back to your original question of why we wanted to make, was always being driven. There is all this marvelous Open Source software out there that is super difficult to use for a great majority of people, and we just wanted to lower the barrier to make it easy to use, and that's what got it started. We never expected the success. It turns out we went from a hundred, to a thousand, to ten thousand to hundreds of thousands of downloads, and you know, we're super popular with developers. We have literally millions of developers using Bitnami, and as part of that evolution, we started working with the cloud providers. We drive a significant percentage of usage for Amazon, for Google, for Microsoft, that's what makes it valuable to those cloud vendors, and as the next stage of the company, we wanted to go directly to the enterprises in which we already have a lot of developers in those same enterprises, but when you go move to production, you know that it's a lot of red tape, a lot of gates that you have to go about compliance and security, and that's where we're taking the company to. >> Nine, ten years ago I stumbled over you, over your company or I guess project at that time, and it was the second best way I ever found to run WordPress. The first of course is, don't run WordPress. I'm very serious. Don't run WordPress. And I'm curious now, with the acquisition of Bitnami, what is the longer-term vision for how this fits into a more cloud-native landscape. Is it continuing to just be the, well not just but, is it continuing to be the application you get from a catalog and it's up and running, is their a containerized story, is there something else I'm not seeing? >> No, that's the core of Bitnami, and that will continue to do that. What has evolved over time is that initially you could download an installer and run it on your Mac. And then we were one of the first early adapters of AWS, so we created all these AMIs and when, you know, people were thinking that we were crazy, that Amazon was a company that sold books, but you know, what were we doing? We kind of saw where it was going early on. And then as Kubernetes came along, we were really, really early there as well, and we were one of the early partners of these around Helm. We provided a lot of the Helm charts. Right now we may have dabbled a little bit on Serverless, So whatever comes next, we will be there and our goal continues to be the same thing, which is to make awesome software available to everyone. So independently of the underlying platform, that's where we're focusing, so, the core mission is not changing, we're just omitting that, and going after the enterprise, more red hat enterprise Linux, you know, more OpenShift, more multi tier, high availabilty, more production features. >> All right so, you talk about all those pieces, and you talk about linux and everything there. I want you help connect, how does that tie into VMware and what you see them doing today because, sure Linux has been something that could live on a hypervisor for a long time, but in many ways there's been struggles in competition between VMware and them and the Linux community in the past, but, you know, we're starting to see some of that change and maybe this helps accelerate some of that change. >> Yeah I think there is a couple of companies, Microsoft and VMware, that were completely different companies than five years ago and probably the decision would have been different for us like five years ago versus what the company is today and where they're going. For us VMware is, the holy grail of acquisition is 2 plus 2 equals five, and that's hardly the, you know, there's a lot of acquisitions that don't go that way. For us it was a very thought out decision and it was, I think it was clear for us in the sense that we have a very big footprint with developers, they own enterprise IT, we wanted to go enterprise, they wanted to go into developers, they understand Open Source, they understand distributed teams, yeah. >> Maybe, I'd love to hear your insight as to that developer community, because when I walk around the show floor, you know, there was that struggle between the enterprise and the developers, and now, the storage world, we need to get CI/CD and all these things and they're like "uh, we don't know how to get there" . And over the last few years, it seems there's been a blurring of the lines, and more enterprise is embracing it, Open Source is a big piece of that, so is it, as you said, five years ago this wouldn't have happened, but now it feels like we're ready for that next step of the curve. >> Correct. And all of that is because of this standardization, that Kubernetes is allowing, you can standardize business practices, and your seeing a consolidation, the CI/CD wall. And it's like, things that used to be very exotic now is business as usual. And it's a parallel, you know, I started using Linux in '93, when there was not even a concept of a Linux distribution, you have to do all these things just to get a prompt, but over time people have standardized, you know I remember there were like, 50 or 60 Linux distributions; StagWare, SLS. And eventually, everybody converged on Red Hat enterprise Linux. I think something similar is going to happen, we're just midway there, in which you will not have KubeCon because Kubernetes will be something transparent that is boring. So, we're not there yet, but at some point Kubernetes will be boring and there will be layers on top of that where all the action is. Or will be. >> From my perspective, coming from a small startup background, it seemed to me that VMware was always one of those stodgy, boring companies I didn't have much time for and lately there've been a series of high profile acquisitions, Heptio, Wavefront, CloudFront and now Bitnami, and it's really changing, almost without me noticing, my entire perception of their place in the modern evolving cloud ecosystem. >> I think so, and that's one of the things that attracted us and I talked to Victoria about it, get to spend a bit of time with the CEO, with the people at the high level. For us it was very important. But again, one thing we haven't mentioned is that, for the most part we have been bootstrapped. We have been profitable, we only took a little money from Ycombinator when we were already profitable. So we have choices. Sometimes our BC funded peers don't have that choice, so it was a very meditated decision, and for me for these kind of acquisitions, when a much bigger company joins forces with a smaller company, the strategies need to be aligned. And to me, VMware realized that the world, a few years ago, that the world is going to be moved to cloud, the world is going to go towards Kubernetes and containers. And the acquisition of Heptio, the acquisition of CloudHealth, told us that they're serious about that and that we can fit right in and take advantage of that transformation they are going. And so far it's working really, really, really well and that's part of what made us decide to go in this direction. >> Yeah Daniel, what can you tell us about things, once this actually does close, what will that mean for the brand? What about relationships with, you mentioned Heptio? But not only Heptio, Pivotal obvously is a big player in this space. How does all of that line up? >> With Heptio and other units like the marketplace's other groups, we were already working with them before the acquisition, with Heptio, with ksonnet and a bunch of other initiatives. We're just going to double down on that, and they want to keep Bitnami, they want to keep the brand, they want to keep the team. If anything we're going to get more resources, and again, that was the fact that they didn't want to touch something that is working. We have been partners for, I think, seven or eight years. We have gotten to know each other over that time and built that trust that is needed. In a way nothing is going to change. We're going to have the same team doing the same things, we're just going to have more access to their userbase. Which is what we're going to do. We started down this path because we were raising money to build an enterprise sales force, and at some point we decided, okay, this doesn't make sense. We're going to give away all this chunk of the company to get access to the enterprise, or to build a sales force to get access to the enterprise, when we can be part of VMware and get that for free. >> You've mentioned a fair bit about what's going to change as far as you getting exposure to new customers, effectively broadening into additional markets. What does this mean for your existing customers who are, in some cases, whenever you're a customer of a small-ish company, and there's an acquisition, it sometimes is natural to be a little concerned of, do I need to find a new vendor? Do I need to find a new provider? And frankly, there's nothing else like you that I've ever seen on the market. >> No, that's a really good question. For us, what is a little bit unique is we have millions of users, but we only have a handful of customers. So our customers are AWS, Google, Microsoft, Oracle. So it was very important; VMware is already a vendor to all of these; and so far everybody is going to stay and we're just going to continue and deepen the relationship. And that's one of the things that made this attractive. So for customers, nothing is going to change. And we're just going to continue to deepen those relationships. And again, that was important. Had we gone through some of the other options there would have been a lot of very outward conversations to have and that is not the case. >> Yeah Daniel, how about the developer community itself. It's just had millions of downloads out there. We understand how some of the reaction can be. >> Yeah, everybody is like, is VMware going to be the evil company that's going to touch that? And I think so far the feedback has been extremely positive, including even Hacker News, right, which is shocking. >> And those people don't like anything. >> I've been high Hacker News since the very beginning and it can be harsh. So it was something I was monitoring how people. And so far it has been very positive and that's only not a testimony how much people like Bitnami but also again, VMware acquire Heptio and everything's great. We talk to a lot of the people at Heptio, you know, hey how are things going? How has it been? And everybody loved it there, so for us it was something that gave us a lot of reassurance that all these other companies with a lot of Open Source DNA were being successful there and gave us reassurance. Time will tell. We'll see one year from now where we are, but so far everybody that we have talked to, all the conversations have been great. >> So Daniel you have a very interesting viewpoint on this whole ecosystem, we work with all the cloud providers. Any commentary you'd give of, you talk about that midway point of maturity? Where do you see things today, where do you see them going? What do we need to fix as an industry? >> Well it's very difficult to predict where things are going I just think that at this point it's very safe to say that it's going to be a multi-cloud war. That was not like three, four years ago. It seemed like it could be a repeat of the '90s in which Microsoft own ninety-something percent of the market share. And there was a lot of things that didn't make sense. Right now at least Amazon, plus a bunch of other clouds, are viable, and if anything they are growing. So a lot of companies like HashiCorp, like VMware. Companies that support this multi-cloud environment, not all of them, but all of them are very well positioned to thrive because it's not going to change any time soon. The other thing I think that is safe to assume is, we are going to have more artifacts than ever, so companies like Artifactory, I think they will do well. As any companies have to do to do with security. We're going to have more security issues, not less. But in the long term that's as much as I can predict. >> All right, well, Daniel, thank you so much. Congratulations again, and we look forward to seeing you at VMworld. Where we'll have theCUBE there. It'll actually be our tenth year being at Vmworld. >> Awesome >> So we're excited and always happy to talk to, especially the startups some great news here. For Corey Quinn, I'm Stu Miniman, thanks as always for watching theCUBE.

>> A cube at DMC World twenty fourteen is brought to you by D. M. C. Redefine, see innovating the world's first converged infrastructure solution for private cloud computing brocade. Say goodbye to the status quo and hello to Brocade. >> Welcome back to the Cube. This silken angle TVs live wall to wall Coverage of DMC World twenty fourteen here in the Sands Convention Center in Las Vegas. We've got three days to stage is over eighty guests. Lots of practitioners, execs, business leaders got a special segment. I'm bringing you today, bringing onto two thirds of the geek whispers, podcasts, Those in the story for the virtual ization and Claude Communities. No art is to guess. Well, let me introduce it's John Troyer, who's making his debut as the founder of tech reckoning. >> Thanks for having me. >> And we've got Amy Lewis influence marketing from Cisco. Name is your first time on the Cube, so, you know, welcome to the program. >> Thank you for having me on. >> All right, so So, guys, you know, we've been to a lot of conferences way we've hung out with, You know, the various influencers bloggers. It's changed a lot. This is my twelfth year coming M. C World. If you had told me twelve years ago some of things I'd be doing at this show, I wouldn't have believed you. I mean, I was one of the guys in a polo that only got out of out of the office once a year to give a presentation and, you know, talks in people about some cool tak um, and you know, social media is one of those things that, you know turn my career. Eleven. So you know what? Let's have a conversation about what's going on in the industry with kind of community influences and everything. John, maybe you could start us often. You know, Maybe if it leads in tow your new gigs? >> Sure, sure, on one on one, and things have changed. On the other hand, the same dynamics are playing out. Buying the buying cycle has changed. The buying process has changed. Customers are looking much more to their peers and not to traditional media analysts. Marketing folks, they can't find more ads. You can't send out more E mail. So what do you do? You need to get part of the conversation. We've been saying that for five or ten years, that's actually happened. Now the folks that were early on into the blogging space have turned themselves into communicators as well as technologists. We've seen, you know, their careers have have gone and all sorts of interesting places, for instance, you. But I think now that even we could talk about his art Is blogging dead? But I think now we're seeing it. We're seeing social media not as a trade or a practice practice, but simply a tool set that we all use. So that's all I'm saying is it's a It's more of a it spread throughout our organization. Not so much in one tiny niche, right? >> Yeah, Jonah, I love that point. I I I've been preaching for a bunch of years that this is an important skill, something you have to have their wonderful tools. But you've been doing community for a lot longer than Social Media has been around, and, you know, so it's peace, Amy, your influence marketing. What would please way out on this? >> Yeah, I chose the title, actually myself on purpose. To say it's not just social media, think social Media is very important, but like John was saying that to me is a set of tools. They're important platforms or important communications channels, but influencers the people who between the term citizen analysts they are unpaid analyst. But people are very passionate about technology, and they want to write on block and share, really engage their community. That's an important group of people. It's a really a buying center, and we have to find new ways to address them. So community is more important than >> ever. Citizen analysts thought, Let's focus that >> some of the >> people you know, I say some people goto event and they get it, get it, get wined and dined and they get to, you know, write about a bunch of stuff I'm like, you know you're better than journalists, you know, you'll You know you do some really good stuff and sometimes it's a little bit too friendly to the people that are doing it. So you know where do you see the role of kind of the press? You know, the analyst and the influencer? >> It's a great question I've been checking. We need to abstract the or chart. It is. It is a complicated question, but I think the traditional presses really trained and rightfully so in giving us that neutrality. So that is still a very important role. I think the analysts are paid Tio Tio, analyze particular sets, etcetera. They have nation specialty. I think the citizen analyst is interesting because they are what you don't know about the neutrality. But you do know that there are people who roll up their sleeves and really touched the technology. So that becomes a very interesting set because they really care about the technology Kazakh but could become their problem if they don't, you know, raise our voice and sort of engaged with technology and let the community know what, what the new trends are, what they need, what business needs. Our etcetera gives us a really applied version, the PR in the e R outside. >> Don't you want to comment on matter? >> I mean, these are the folks that they lose their jobs if they picked the wrong technology. So they have much more. Their discussions have it. They have more skin in the game. >> Aye, that's right. If you've got the practitioner, you know whether it be the end user sometime times it's the you know channel guy that they do that that's good, You know? What about the people inside the corporations that are also using these? >> I'm super bullish about the use of employees as advocates and evangelists in our community, both for technical education. And for the commercial part of our conversation in the enterprise space, we don't sell solutions with Russia. Your hair's a pressure and very nice calm. Give me a call. We sell it with relationships with people. I've been working on the social media since it existed, I suppose. And what we've seen over and over again is the social channels are really great for getting the word out. But without that personal component, it's like just handing out brochures. So you need your employees out there. You need your employees talking to folks. You need your employees without their representing your brand, just like they would have an event. I've seen that at something. On one hand, it's something that's so trivial that we all agree it's true. On the other hand, I don't. I think a lot of people are just realizing that now. >> So, John, you know, there's some some big companies, you know, creative certification programs to do some of this. There's some companies that just, you know, sign everybody up and, you know, it could be kind of an echo chamber or things like that. You know what? What do you see in these days? To kind of help out. You know the community >> well. There's a lot of software and a lot of programmatic things you could do. Those may be useful in terms of organizing you. It comes down to the people in the culture of the company and help much. You trust your people to go out. I think the best thing we can do is sit up platform for folks to be able to, to communicate. I think that's actually what Amy does really well at Cisco. >> X. It's, um I always talk about influence marketing as being people, platforms in content. And so I agree. I think that we sorted out some of the platform issues as we've learned about social media and grew up with it. I think that we are still working out the people in the content side and what's appropriate, how we can join together and do that and how we can creates a mute platforms may be using the tools of social tio to drive the conversation forward. >> All right. So, I mean, I got one for you. You know, how do we balance the kind of creation of information and kind of the community and fund? I mean, you do a lot of fun event you've got, you know, awful club this week. You've got, you know, bacon, stack and B bacon and bacon. I e I mean, I can't keep track of you, deport vacants and everything. And, you know, there'd be some executives here that would be like that, That social stuff. And they're playing games and things like that. So how do we balance kind of attic business value and greeting, you know, value to the community. And, you know, having fun in building community. >> No, it's a great question. A couple of years ago, I got a text in the middle of the night that said, Please explain to me how the bacon is a marketing play. Please explain this and you know, I need a power point slide. So if you've never had to explain, be bacon on the power points, I for that challenge out to everyone. But I think in the last couple of years people started to see it more and more as we're, uh, we're similar to the sales role, and that's how we've sort of changed the language. So I perform a sales like function, except I don't carry a quota. So it is about building the relationship like John was saying, and it is about balancing fun with your intent. So I think that if you create a fun environment, if you create an openness and willingness to listen, then the good things will follow. So you form the relationships of people. You open up their ability to create content with you because they don't feel under attack. They're ready to share. And again, it's it's kind of a magical formula. Be nice and create opportunity. >> Yeah, so >> I think we'll part of it's a generational ship. I think part of it a generational shift and part of it is a temperamental she So tradition again, going back to sales traditional enterprise sales. You might go and play golf with somebody, cause that's what you enjoy doing for our kind of geeks. Our golf is eating bacon and talking about the duplication strategies, right? That's where we're having the most fun. So it's It's just it's same sort of thing. Just a shift in generations. >> Yeah, I wonder if you know what, what role this community help in kind of careers. You know, I think you know, we're talking so much of these shows about, you know, if your storage admin. If you're networking admin and you know you're down there, you know, configuring Luns or setting up the land, you know, we're going to have a job in a couple of years because automation is gonna change. You know, how much does the community help in kind of those career paths and education? >> So, John, I think we should interview stew on this one. Should we have the geek whispers takeover. I think this is your great example. You've talked about you, you were on a career path and we hear this a lot, and when you raise your hand to volunteer, we sort of jokingly call the spokes uniforms. You both really enjoy the technology and like to communicate about it. When you raise your hand and make yourself known to the community, to your employers, to the world at large, it gives you different opportunities. And I think I don't think you go into technology really without wanting to have an evolving, exciting career. So I think that he's becoming proficient in these tools. Joining your community is an opportunity to learn from your peers to get back to your peers and to raise her profile and open yourself up to the possibility of a new opportunity or a new idea or different engagement. A new way to learn >> In today's business environment, communication is a key part of whatever you do, even if you're the guy sitting there configuring the lungs, because if you're not communicating with your teams and the application teams and the storage of network virtualization team, you're not going to succeed so I think that's an important part of it, right? Being a communicator, absolutely critical and art. Barney. >> All right, so either one of you feel free to answer, but I think back to my early days, you know, two thousand eight, I was so excited when I got invited to a couple of conferences. A blogger, you could kind of get a pass, and I would, You know, ten might take my own vacation time and usually spend that on expenses because my employer at the time didn't get it. It was this innovation conference in, like, in a New York City with four hundred people, and it was like, kind of amazing. I've seen people go to B m world on their own dime where they can get a pass. I mean, you know, it's great to see when you when you got the passion. So I guess the question I wanted to ask is, you know, with companies today, who should they be inviting? How do they do it? You know? You know. Is it you know, the blogger Or is it the, you know, empty Alexis co expert? You know, bm where be expert, you know, What? How's that? How's that changing? Or is it >> changing? Well, I think what you've seen happen over the years is something that was a little more unstructured, which was a kind of blogger relations program. Working with both customers partners, employees in your ecosystem has turned into something a little more formal. We created the V Expert program in two thousand nine to formalize what we were already doing. It's an analogy to the endless relations, press relations, investor relations, sorts of programs. So I mean, it's it's it's a little more buttoned up. It's a little more of a membership thing, but we I know both of DMC and BM where and it Cisco, Francisco champions to try to embrace all the folks that are out there blogging. I think you know, if you're a market or you need to make sure that you're keep your eyes open and you don't just talk to the people that you've gathered in your living room, Bye. You know, a lot of it's pretty easy if you're enthusiastic about technology, if you're engaged with the technology, if you put some effort into it, it's actually pretty easy to get involved with one of these programs there, there, there and there, there, fourth of people in them right there. They're not there to say the glory of the emcee and glory of Cisco and glory of'em, where they're there to help you with your career. They're there to give you tools to give you networking and, you know, hopefully get you to places like this. So I encourage everybody that that's interested in starting, you know, go ahead and get started. It's easier than you think to get involved. >> I agree with that, and I think that way want to be almost like an airline program that you'd actually want to participate. And it's sort of my job like this is a customer service activity, and I often talk about if you talk about the large pool of influencers. Maybe they haven't identified yet. Or maybe they prefer to stay independent. Or maybe they do have interest in a lot of different technologies. Me for them to engage in one of these programs, that stolen, important set of people that you have to deal with the mark, you know, and again set up these blogger days have longer briefings. But like John was saying, When you have the group of people that you name and give it a program name, this is a little bit of inside baseball if we don't talk about giving program a name and funding can follow. So if you're working in a corporate marketing environment, it's really important to explain to people that marketing structure behind what you're doing and when you treat them as a class, it gives you some advantage is you can scale out a little easier. You can provide more assets to those individuals, and it frees you up to Dio. What I love to do, which is is to really engage with those individuals and create content with them. So, >> yeah, so how is engagement these days? You know, I think back, you know, that you know, ten years ago, you talk. You know, one percent of the community would, you know, be doing almost all the contribution. Ten percent might be a little active and everybody else's lurker. You know, when we founded Wicked Bond Day, Volonte actually has on his business card that he's a one percenter which goes back to you know it. It's, you know, the one percent that causes all the trouble, the one percent that causes all all of the commotion. So, you know, with this wave, I mean, we were founded off of, you know, economics in crowd sourcing and everything else, and the Cube is all about, you know, sharing information. We put it all out there. We want everybody to contribute and, you know, give that feedback. You know, How are we along now? You know that that journey to get more people involved. >> I think the opportunity is there more than ever. I think you're right. I mean, there's always gonna be a percentage of people who want to raise her hand, the class that want to give up their PTO to go to a conference that that had this other life they just can't help themselves. And so in some ways it's finding the most impassioned and giving them opportunities. But I think that with the platforms and the scale, there is a greater opportunity for people. They don't want to start their own block. For instance, one of the things we do it Cisco champions is allowed people to guess, block or allow them to come post a podcast. So I think there are more more ways to and there, you know, that's one example. There's lots of other groups that provide people again a little bit a dose of it so they might not want to run a full media company on their own. They don't wanna build Q, but they want to participate. And I think that we have so many more opportunities for them to do that that we're seeing group. >> We're seeing platform ships over the years. I think we as technologists human beings have a tendency to forget their past relatively quickly, as people have moved from the MySpace world to the Facebook Twitter world. I think actually, we're headed for I don't call it I don't want to call it post Facebook, but it certainly is. A multi platform world made >> it just like >> it's a multi device world. We're not opposed PC world in that. I think you're seeing the rise of more specialized communities. They come back again from from our from our origins back ten or twenty years ago. I think we're seeing that people want more deeper engagement along the company. A lot of the report building and kind of conversation. And hey, how are you? Goes on on Twitter. But I think people are really looking for a place where they can have a better conversation, more interaction, more lasting death that might not be on their own. Blogger in their own kind of indie web sort of style, roll your own block. But there are more and more platforms that people are making available for this kind of connection again. What was once niche eventually permeates the whole >> yes. So, you know, the concern I have is it's tough because it is so dispersed right now, you know? You know, I love Twitter, you know? Hi, I'm stew, you know, on Twitter. And I know you guys are big on it, too. And I don't love the multi platform discussion. You know, I always love when you dropped that kind information on the community. But, you know, how >> do we How do we get that >> depth? It's one of the things I always worry about is, you know, people will read the headline and, you know, just react at it and, you know, they might even share it a bunch, but they haven't read it. Uh, so how do we get that deeper engagement? Deeper understanding. I mean, you know, I always say, you know, the I'm too busy is a poor excuse because, you know, you know Michelangelo and I'd sign that many hours in the day way we did and, you know, sure they didn't have their phone buzzing all over >> the place. >> I actually think we should do less. Not more. I think I think too much information, too many channels, too many corporate channels, too many personal channels, too much bad content. The world does not need more crappy content. So whether you're a individual, blogger or marketer, I'd say just turn the dial back a little bit. Did work on better, longer pieces that add more? I think that's the only way that we can shift the conversation. >> Yeah, long for love it. Oh, no, absolutely. I still read so >> well. It's a curatorial function as well, that we have to be responsible. And that's yet one more way people can participate. We see people rise and in the community because they're really great curator Sze, because they syndicate the content in ways are interesting to others because time is of a value so that becomes a real asset. And the skill is Well, >> yeah, great. Great point. Could you know, so many times I'm like I really like to do a thousand word post on this, but, you know, sometimes all I'll come out of this show and take, you know, I did a year ago. I did it. I didn't article on the federation. You know, the ZPM were pivotal and coming out of the show, I've got a lot of new data, and I could really quickly take some photos. I've done. Takes some of the notes. I take some of the tweets and, you know, put together an order. Won't take me as long. I mean, I'll probably do it on the plane ride home. So what I wanna ask next is, you know, you guys see a lot of things out there. What coolest thing you're seeing either at a at a conference or event or you know what? What? What's catching, right? What? What's interesting? Done. >> There's a whole new side out there called Tech, right? I don't know what's cool out there again. I'm seeing multi channel multi, a lot of experiments. There's some cool stuff going on with the indie web. There's I mean, everything is mobile. I don't know. There's just a lot of places. It >> sounds like you Let's give the plug. Integrity has finally cool things and, you know, solid. But something >> like that tech reckoning is a site that's gonna bring. It's an independent site. It's not associate with any vendor. It's going to bring some of the community and enterprise community together to talk about some of these things about Where is it going as a whole? Where's technology going, where our career is going to try to help us get to whatever this you know, it is a service. Third platform, Whatever you wanna call it, where the heck were going? It looks pretty interesting, and it looks like it isn't gonna be quite the same thing. So we're trying to bring together a set of people and just tackle some of those problem and also work together and collaborate. It's so much easier with open source with cloud. With all the tools we have available, it's so cheap and easy to build new pieces of technology, not just a type of each other words online, but to actually build stuff that I'm very excited about. The power taking going far. This from open source, right? Taking the power of people to come together and build cool new stuff. That's what I would like to. >> Still, I'm just angry that you scooped Matt and I on getting to interview John first about >> tech recognition. So, Amy, you you do some cool things that some of events we talk about, the waffle bacon, you What have you seen out there that that's kind of interesting? Or, you know, how do you find some of the cool new ideas? >> Yeah, I think you always I'm working with a really talented events team right now. And I think one of the things I've seen them sort of transform is that social is not other, you know? And we're seeing the social and this concept of community permeate and really think about our audience to really engage that core base, those those tech enthusiasts, and to see what you can do to in engage them. So I'm saying it in real life and in these community platforms. So I think that's been one of the other great trends is watching people band together and various kinds of consortiums. I won't name names, but there's a few folks outlook community. We're seeing a lot of this happen where they're sort of grouping together, and they're saying if they pull their resource is what happens, they might be able to gather enough money to go to a conference or to fund a buddy or to get a hotel room that they've got extra spaces somebody can crash. So I'm saying it's very cool, sort of stitching together opportunity and working together to learn more. So again, the combination of the platforms, using the technology and then in real life connection. >> All right, so I've been asking all the questions here. So before we wrap up, you know, Amy, anything you want, Johnny, when as me, John same, we throw it open. When Whenever >> you first signed up for your Twitter account, did you think it would lead you here because you have the best Twitter >> account? No, actually, a friend of mine for me and Steve Todd, who was blogging before I was, and he said, You know, when there's trepidation when you're gonna get published and you never know where it leads. And we were talking about this after he and I were on the stage at Radio City Music Hall right after Bill Clinton had been on because they brought the bloggers down when we were there. And it's like, Come on, you know, I'm, you know, I'm an engineer by training, you know, I've done. You know, I've done some sales. I've done engineering. I've done you no operations. Technologist is hard. So you know, some of the places the people I've met. I mean, if you just reach out to people, it still, even though there's so many people on Twitter, you know, the people that right and our authors and bloggers, If you comment or you reach out to them, a lot of them reach back. I mean, you know, I still amazed at some of the people I've met get to rub elbows with. No, just just have had a blast with him. So >> get another one. So do you think unicorns can be trained? Do you think people have to be born with the skill set, Or do you think you can be a uniformed rancher? >> No, I think I think I think they could be trained. You know, it's absolutely it's Ah, it's a tough skill set. I mean, you know, doing video is not easy. First couple of times you do it. It's different there's there's all these muscles. You know, Writing is one of those things that you know. I thought I was an okay writer, but hadn't done a lot of it. They're things you do. So try it out. And that thing I tell you, you got to stick with it for a while. I thought Twitter was pretty stupid. First Go on it. But, you know, I stuck on it for another six months and have some fun with it. No, here we are six years later and you know it is a lot and, you know, blocking of writing and blogging and everything else you know all over. I >> like the muscle memory idea. >> It's hard. You were on camera, have remember not to scratch my face. Strange. He'll set, I ask. I actually, I'm seeing a lot of interest in short form video. I know the kids are all doing it. I mean, obviously, we're doing it here. You do it. It's part of your practice. But in talking with people about our new activities, it's just so easy to take a chair. I think that's actually, even though it's been coming up for years, I think where I think that's an interesting thing >> on all right now, I'll give one of those inside tips videos. Great. Some people don't like to watch video. Yeah, broadcaster great. Some people don't like to listen to him, you know, writing's great. Some people won't read. So you know what? One of the early lessons I had is when I was, you know, being a, you know, active member on standard evangelizing of solution. I did it everywhere it you know that give presentations that shows you put it up on slide chair. You do you two videos, you blogged about it. You talk to everybody, you bet that you can everywhere. And you know, it just permeates out there. It could be a bunch of works and then there's tools that are out there. >> They're all connected events, right? I've discovered recently, and I can't believe I just realized this. But it was with the conversation with Amy on our Christmas broadcast that even though I've been part of an online group for years, I'm part of digital marketing for BM. Where for years, Uh, actually, most of my work. Half of my work is off line having my workers meeting people in person, getting to meet them and connecting that online and offline. And the synergy there is just is immense. >> Yeah, absolutely. I mean, other than the keynotes, my phone stays in my pocket for the most time. Unless I'm going between events. It's the in real life and nearly getting to know things. I was joking, You know, Twitter went away. Tomorrow might be a little sad, but I can connect the most. All those people, we got him on LinkedIn, Facebook and, you know, email. I still use something. Don't taking their holds. Absolutely. So you know, to wrap. I guess if you want to, just You know what people find more on your podcast. Find your website. You know Amy, Like it start? Well, >> where >> are Equus? Versace, of course. Geek hyphen whispers dot com on way, published every week. So give us a listen. See what you think. And I'm >> Matthew Brender. Sorry you couldn't join this time, but it's a lot as it were. A DMC world and you two are here in Matthew's. >> It's hard. We're going toe to toe. It's true. We're going to record with him like it's a Max headroom figure on a yes tomorrow, so and also I'm on Twitter as calms mention and I block under that same constantly dot com girls have engineers. That's true. I have engineers, unplug dot com as well. And now sixty second Tech, the short first on the popcorn version >> and I. J. Troia on Twitter and tech reckoning dot com. I went inside. >> Hey, Amy, John. Thanks so much. We We love taking the podcast. Inception. Sile inside the Cube. Look forward to seeing you lost events connecting with the community and everybody. Definitely check out their stuff. I'm at stew on Twitter with yvonne dot org's is where most of my articles go, and, of course, silicon angled on TV is where you can find all the video. Thanks for joining us. We will be back with the rest of DMC world covered.