hi all,
I'm RFS the author of MarketingPlan wiki.
I'm writing you because I'd like to give a hand to the development of
your projects.
First of all consider that I havent read all of what appened in the
marketing team for a long time so excuse me if something I say had
already been done. (whats up to ubuntupeople?)
Here's some of mine considerations excuse me, I dont want to be a
motherfucker flamer and I totally respect your ideas that I consider
very interesting and full of potentiality.
But what you are doing is considerable as Public Relations rather than
marketing
1. what marketing means?
Marketing means to sell something to someone (awful and horrible definition)
But in Ubuntu there are no consumer, there are users and none of them
are paying or consuming something, they're using something that is not
sold. (its not the same stuff... words are importants) :-)
Marketing means understand consumer needs (much more interesting) but:
- noone is tring to imagine, identify or define users needs (someone did
it, did you use his works?)
- noone has defined ubuntu users (someone did it, did you use his works?)
- noone has defined the potential ubuntu users (someone did it, did you
use his works?)
3. be more creative!
there are too much many ideas copied from firefox marketing (eg
spreadfirefox)
- firefox need to fight toward explorer and it seems that is winning but
firefox is a browser ubuntu is an OS (we cannot consider it as the same
thing) -- that point must be deeply discussed -- BUG #1 won't be
achieved unless with a long term approach (I'll be old and MS will be
still alive. Why? because is hard to kill a corporation with lots code
bugs but full of talented-well-payed marketing man, dont'you?)
4. Ubuntu users are having an EXPERIENCE!
An experience can be repeated if there's an interesting reward -- to
summup: I'll do it again if it's joyful
- is it joyful ubuntu?
- how the satisfied users talk about ubuntu?
- how the unsatisfied users talk about ubuntu?
- how to reconquer unhappy users?
- how to annihilate bad rumors on ubuntu?
-how to establish long term relationship with happy ubuntu users?
- there are many open/free userfriendly distros why a newbie should use
ubuntu?
- how many chances are that when the newbie will became more practical
will use some other geeky distros?
- how to say to the geeks that ubuntu is good for them?
- how to say to debian purist that ubuntu is better?
- why using ubuntu instead of debian if ubuntu is based on debian?
- how to reply to the previous questions? that is marketing.
- there are many unexpensive tools freely available on internet to
deliver and communicate messages (podcast - blog - vidcast - etc) is it
possible that ubuntu use none of theese tools? -- that is public
relations (PR)
5. whassup to the plan?
- whatsoever your questions are it seems that noone (as I suggested)
have defined a well structured plan.
I dont want to tell that what I wrote is good but if you google for
"marketing plan template" you'll find out many other interesting stuff.
All your ideas (the magazine it's great, spreadubuntu too) are very
interesting and brilliant (magazine first of all) but are only tools
that are not integrated in a well defined structure
It's very easy to define a plan:
- listen to the users
- select a goal (scopes in wiki.ubuntu.com/marketingteam are good and
motivating but are too many and too much difficult to achieve--in other
words the scope must become also easily reachable and measurable)
- selct your target (there is no target segmentation - users - potential
- unhappy - geeks etc....)
- define the tools to join the respective targets (more innovative ideas
than a website that says that ubuntu word must be spread all over the world)
- analize the results
CONCLUSIONS:
Now, the choices are:
- the marketing team became the PR team
- the team must accept constructive critics
- all of the marketing team decide to follow a well defined plan
- erase my contact from the mailing list :-( (no, pleze!)
- forgive my bad english and accept my ideas
my ideas are:
- all of you must read some Kotler's books (Lambin is interesting too)
- all of you must read the cluetrain manifesto (at least their thesis,
google for it)
- all of you must read a definition of viral marketing
- all of you must read at least some much more interesting marketing
definition
after that:
- must be defined an ubuntu user (geek, newbie, potential unhappy)
profile (age, sex, interests, needs)
- must be defined the benefits and the problems of using ubuntu
- must be encouraged the viral marketing tools (consider that ubuntu is
quite famous even without a well organized and productive marketing
team, why?)
- must be used more web 2.0 tools
- must be encouraged user partecipation (what about a sort of ubuntu
myspace? where users can easily add their experience with ubuntu, add
screenshots, listen to the latest ubuntu podcast etc????)
I really want to follow that path, and I really want to do something for
the community so, if you agree with me, lets do it togheter!!!!
goodbye
critics are really appreciated
RFS
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