How do you feel about defining targets? I think it would be wise
because it would let us all pull in the same direction, even though
many of us obviously have different opinions on what is important. By
defining targets, we can also define a ladder of steps to take for
those who are inspired, in order to grow in our community. This is
without a doubt our main goal. I think we should not only market, but
market marketing of Ubuntu.
Targets
1. Those who doesn't know and care. Our goal is to make them want to try it.
2. The ones who are interested, but feel the obstacle is too great.
3. Those who have installed it: We make them want to keep it.
4. Dualbooters: We inspire them to use Ubuntu more than the other one.
5. Regular users: We inspire them to spread the word.
6. Inspired users: We educate them on how they can contribute to the
actual software, translations, etc.
This approach will without a doubt lower the percentage of
contributors among new users, but I belive that the percentage isn't
that important. I think it's more important to increase the number of
contributors rather than the percentage of contributors per user. By
making Ubuntu easier to try -- because we get ridd of the rabbledabble
of FLOSS, revolution and duty -- we increase the number of potentials.
For our potentials, we address the concerns before they arrise. This
will increase our hitrate when it comes down to how many actually
sticks to Ubuntu. Those who stick, might still just use Windows
because we're not ready yet, and that's great. Let them! I myself
dualbooted with Windows from Warty and until Dapper, which was good
enough for me. But I was willing to jump through hoops to test this
thing. Most people aren't, and they shouldn't be.
Ok, so they have it installed, but they don't use it much. We should
sell them reasons to use Ubuntu for serious stuff and Windows for
entertainment. As an example, you might have a salesman who keeps his
own score in private, in order to inspire himself. Use Ubuntu for that
and just boot back to Windows when you're going to entertain yourself.
This way, both systems are useful and none feel like a waste. Do they
write a diary? Do it in Ubuntu. Do they do they keep track of their
personal finances? Ubuntu. The goal is to make Ubuntu equal in
importance. That way, they will use both and won't have to choose.
Now, perhaps they're using Windows more than Ubuntu, but they're still
using Ubuntu on a regular basis. Great. Why do they do that? How can
they help their friends achieve the same benefits? This is when we
really come down on them and treat them like family.
And now they're inspired? This is when we do something very strange as
a marketing team. We now market the limitations of free software and
Ubuntu. We make them feel like things should be different, but we also
tell them how they can contribute to the evolution and make it so.
From the spur of the moment, I will enjoy your replies.
Jo-Erlend Schinstad
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