Marketing plan

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= Marketing Plan =
+
== The plan ==
  
 +
=== Educate ===
  
 +
* Inform the voluntary switchers
 +
* Easy to find answers to questions
 +
* Highlight spins that show unique use cases
  
This page falls under the Marketing/Tasks page: http://fedoraproject.org/wiki/Marketing/Tasks
+
=== Build bridges ===
  
It is now set as a placeholder until action items get assigned.
+
* Support
 +
* Feedback from users to devs
 +
* Questions from devs to users (surveys)
 +
* Build positive dev support/feedback opportunities
  
{{Anchor|Summary}}
+
=== Spread the brand ===
{{Anchor|Background}}
+
== SUMMARY / BACKGROUND ==
+
{{Anchor|SituationAnalysis}}
+
=== SITUATION ANALYSIS ===
+
{{Anchor|Customer}}
+
==== CUSTOMER ====
+
{{Anchor|TargetAudience}}
+
==== TARGET AUDIENCE ====
+
  
{{Anchor|PrimaryTarget}}
+
* 4 Foundations are good -- use them!
===== PRIMARY TARGET =====
+
* Success stories/examples of each
 +
* Ambassadors communicate to focused audiences
 +
** Design schools
 +
** CS departments
 +
** Downstream conferences
 +
* Social networking
  
* Free and open source software enthusiasts, developers, and remixers.
+
=== Build on-ramps ===
  
<!-- THAT INCLUDES:
+
* [[Fedora-tour]]
-->
+
* EasyFix
<!-- * Systems maintainers and leading edge technologists
+
* Engineering services queue
-->
+
* How to file a bug, check/add to wiki page or other outlets
<!-- * Software appliance creators
+
-->
+
<!-- * Virtualization users and developers
+
-->
+
<!-- * People interested in security enhancements like SELinux, either through development or consumption
+
-->
+
  
{{Anchor|SecondaryTarget}}
+
== How we made this plan ==
===== SECONDARY TARGET (AS NEEDED) =====
+
  
* General desktop users
+
This plan was created during the [[Marketing FAD 2010]] - you can see a lot of the discussion [[Marketing_FAD_2010#Day_1:_Saturday|in the first day's logs]], particularly the IRC logs. We went through several exercises to try and get out what we were thinking, and the notes from that are below.
* Enterprise users, developers, and organizations interested in tracking the development of RHEL or participating in it
+
  
{{Anchor|OtherTargets}}
+
This was very much a a kickoff brainstorm - we didn't expect the handful of contributors at the FAD to have answers to ''everything,'' but we figured we could get our own thoughts out and then share them with other people to encourage them to consider and share theirs.
===== OTHER TARGETS (AS NEEDED) =====
+
==== CATEGORY ====
+
{{Anchor|MarketNeeds}}
+
===== MARKET NEEDS =====
+
{{Anchor|MarketAnalysis}}
+
===== MARKET ANALYSIS =====
+
{{Anchor|MarketDemographics}}
+
===== MARKET DEMOGRAPHICS =====
+
{{Anchor|MarketTrends}}
+
===== MARKET TRENDS =====
+
{{Anchor|MarketGrowth}}
+
===== MARKET GROWTH =====
+
{{Anchor|Competition}}
+
==== COMPETITION ====
+
{{Anchor|DirectCompetition}}
+
===== DIRECT COMPETITION =====
+
{{Anchor|IndirectCompetition}}
+
===== INDIRECT COMPETITION =====
+
{{Anchor|ChannelsOfDistribution}} {{Anchor|DistributionChannels}}
+
==== CHANNELS OF DISTRIBUTION ====
+
{{Anchor|CompanyPosition}} {{Anchor|Capabilities}}
+
==== COMPANY POSITION / CAPABILITIES ====
+
{{Anchor|RelevantHistory}}
+
===== RELEVANT HISTORY =====
+
{{Anchor|SWOT}}
+
===== SWOT (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS) ANALYSIS =====
+
{{Anchor|MarketingOrganization}}
+
===== MARKETING ORGANIZATION =====
+
{{Anchor|BrandPositioning}}
+
=== BRAND POSITIONING ===
+
{{Anchor|Mission}}
+
==== MISSION ====
+
  
The Fedora mission: '''to give''' to our users the best free software experience in the world, and '''to teach''' our users to become the best free software contributors in the world.
+
=== What are the goals of a marketing plan? ===
 +
** Who is this plan for?
 +
*** Members (current and new) of the Fedora Marketing team
 +
*** Members of the Fedora Project who want to understand how the Fedora Marketing team is using resources (people, time...)
 +
** Who is it addressing?
  
{{Anchor|PointsOfDifference}}
+
=== Distro: where are we right now? ===
==== POINTS OF DIFFERENCE ====
+
  
* '''Innovation.'''  Fedora seeks always to be the leader in the development and distribution of new technologies in all areas: security, virtualization, usability, etc.
+
We first tried to figure out our first impressions on where Fedora-the-distribution stood at that moment.
* '''Expertise.'''  The best developers in the free software world work on Fedora, and working in Fedora is a means of learning directly from these developers.
+
* '''Freedom.'''  Fedora is completely committed to the growth of free software in a way that no other operating system can match.
+
  
{{Anchor|PointsOfParity}}
+
==== Give 3 words that describe the distribution ====
==== POINTS OF PARITY ====
+
  
* '''User Experience.'''  Fedora offers a user experience that is unsurpassed.
+
People went around and added three words each to this list - how do we (as Fedora contributors) see Fedora-the-distribution ''now''? (March 2010).
  
{{Anchor|CoreBrandEssence}}
+
* Free
==== CORE BRAND ESSENCE ====
+
* Innovative
 +
* High-context (this means it's difficult to establish context when you're getting started on what all the crazy stuff going on is, but it's great once you get used to things.)
 +
* Powerful
 +
* Intimidating
 +
* Time-consuming
 +
* Interesting
 +
* Good quality
 +
* interesting
 +
* fresh
 +
* Productivity Suite
 +
* Bleeding Edge
 +
* Stability/Security
 +
* community-driven (which causes the high-context sometimes - but doesn't have to)
 +
* Fluid
 +
* Mostly works
 +
* Lots of updates--every day another 10-20 meg (can't tell a difference if I install them or not)
 +
* commitment
 +
* complex
 +
* Challenging
 +
* Uneven
 +
* "can't keep up" (explanation: too much churn, noise, etc. to figure out what's going on at any given point in time without significant investment... need to selectively ignore a lot)
 +
* steep learning curve
  
* '''Freedom.'''  We care about software freedom.
+
==== 1 sentence description of the person that's happiest with the distro right now ====
* '''Friends:'''  We care about the people around us, especially those who are devoted to freedom
+
* '''Features.'''  We care about bringing new features to free software.
+
* '''First'''      We care about being the first to tackle important challenges.
+
* '''Foundation''' We care about providing a foundation of freedom in software and content
+
  
(See also [[Marketing/Fedora4F| ]] .)
+
People went around and added three words each to this list - who do we (as Fedora contributors) see as the current users happiest with Fedora-the-distribution ''now''? (March 2010). The intent is to compare our first reactions to this question against our intended [[User base]] and see how well it matched up.
  
{{Anchor|BrandPersonality}}
+
* Someone who is deeply involved with Linux
==== BRAND PERSONALITY ====
+
* Tinkerers who don't need a safety net
 +
* The contributors
 +
* Mel when she was in high school and had lots of time and energy to play around
 +
* Ryan when he is in high school and has lots of time and energy to play around :)
 +
* Software engineer who wants the latest, most reliable product that's available in terms of having FOSS stuff they need to get end stuff
 +
* Someone who is more of a free software purist
 +
* Someone who has been using it for three or more releases
 +
* Someone who has someone else to help fix broken things
 +
* Someone who has been using the distro for 3+ releases, because they will have figured out the best practices that work for them.
 +
* Some one who likes challenges or end user that gets the box installed for him/her
 +
* Someone who messes with a lot of stuff and learns and just grows better (Learning from mistakes, perfecting at doing many things)
  
Fedora is the defender of the free software world.  Always making the tough decisions, always giving to others, always doing the right thing, even when it's hard.
+
=== Distro: Where we want to be ===
  
{{Anchor|KeyMarketingMessages}}
+
We then went around and shared our thoughts on where we would like Fedora-the-distro to be, and what groups we might want to look at to help with that.
=== KEY MARKETING MESSAGES ===
+
==== MESSAGE 1 ====
+
==== MESSAGE 2 ====
+
==== MESSAGE 3 ====
+
==== ETC. ====
+
  
{{Anchor|StrategiesAndTactics}}
+
==== User base of tomorrow ====
=== STRATEGIES & TACTICS ===
+
  
{{Anchor|Product}}
+
This has already been defined. From https://fedoraproject.org/wiki/User_base
==== PRODUCT ====
+
  
Fedora Project - Not just the operating system but the community and ideology that accompanies it?
+
# Voluntary switcher
 +
# Computer-friendly
 +
# Likely collaborator
 +
# General productivity user
  
{{Anchor|ProductOverview}}
+
==== Hypothetical folks that fit this description, but who we don't serve well right now ====
===== PRODUCT OVERVIEW =====
+
* Law student, designer, etc. non-dev and never wants to be technical - but wants to contribute to FOSS
 
+
* Our amused SO's/parents who want to be supoportive and give feedback, but only to us directly (for instance, Mel's Linux-using friends who come up with patches but don't have time to learn their way around how to submit it upstream and pass it to her instead)
Fedora is a set of projects sponsored by Red Hat and guided by contributors. These projects are developed by a large community of people who strive to provide and maintain the very best in free, open source software and standards.
+
* Locally focused head of a LUG who'd rather concentrate on regional stuff (not global IRC channels) - "the global Fedora community has to reach out to *me* because I have no time to reach out to it myself" (I would submit that some other FOSS projects do this very well, and this is why they spread so fast - they have out-of-the-box "here, do this, SWAG!" experiences for LUGs.)
 
+
* The operating system is the main product
+
* Fedora Hosted is also significant
+
* Fedora People
+
* Transifex too
+
* Fedora TV
+
* Gobby/Koji/General Infrastructure pieces
+
* Non-DE orientated spins? e.g. CC LiveContent
+
 
+
{{Anchor|ReleaseInformation}}
+
===== RELEASE INFORMATION =====
+
 
+
The operating system is released every six months, once in October (Halloween) and once in May (May Day).
+
 
+
* 20 March 2008 - Beta Release
+
* 02 April 2008 - Release Candidate
+
* 10 April 2008 - Preview Release
+
* 29 April 2008 - Fedora 9 Release
+
 
+
{{Anchor|KeyChanges}}
+
===== KEY CHANGES TO PRODUCT (FUNCTIONALITY, ETC.) =====
+
 
+
Detailed list of planned changes available from [http://fedoraproject.org/wiki/Releases/9/FeatureList here] .
+
 
+
Summary of the changes made so far is available from [http://fedoraproject.org/wiki/Releases/9/Beta/ReleaseNotes here] .
+
 
+
{{Anchor|Price}}
+
==== PRICE ====
+
{{Anchor|Relevance}}
+
===== RELEVANCE? =====
+
 
+
Obviously Fedora is freely distributed, and as is promised, will always be this way.
+
 
+
Price is perhaps a valid point to promote to those who are from outside the free/open source community and don't have this as an expectation, but it shouldn't be promoted over and above the principles that lay behind the project (freedom etc).
+
 
+
{{Anchor|Place}}
+
==== PLACE ====
+
{{Anchor|DistributionStrategies}}
+
===== DISTRIBUTION STRATEGIES =====
+
 
+
* Fedora Free Media
+
* Open Source / Linux Conventions
+
* http/ftp/bittorrent
+
* commercial re-distributors of printed discs
+
* magazines
+
 
+
{{Anchor|Promotion}}
+
==== PROMOTION ====
+
 
+
===== FWN/news.fedoraproject.org =====
+
 
+
* Great way to keep the community informed
+
* Also, possible to use n.fp.o as a central site for outsiders to discover what we're up to (i.e. Press/laypress)
+
 
+
===== Word of Mouth =====
+
 
+
* Ambassadors
+
 
+
* Fedora Free Media
+
 
+
* Fedora Forums
+
 
+
===== Social News sites =====
+
 
+
* Submitting Fedora Related Stories
+
 
+
* Commenting for corrections/praise etc
+
 
+
===== Publications =====
+
 
+
* Nothing stopping us from writing articles for various publications (online or offline) that talk and praise Fedora - I've done it!
+
* E-mail authors if they're factually incorrect, or have overlooked Fedora.
+
 
+
===== Podcasts =====
+
 
+
* Figure out popular Linux/FOSS-centric and other relevant podcasts
+
* Arrange for podcast interviews - maybe set up a media contact site for this
+
 
+
===== Be Fedora Promotion Page =====
+
 
+
* Self service page where you can learn how to promote Fedora personally
+
** email sigs
+
** phpbb/other forum sigs (upload Fedora forum sig graphics to popular sig graphic sites?)
+
** AOL / Livejournal / Other buddy icons/avatars with Fedora logos
+
** social network groups you can join (facebook linux app, facebook fedora group, linkedin fedora group, etc)
+
** web banners you can add to your personal website
+
 
+
{{Anchor|Budget}}
+
=== BUDGET / FINANCIALS ===
+
{{Anchor|Evaluation}}
+
=== EVALUATION ===
+
==== METRICS / KEYS TO SUCCESS ====
+
==== MARKET RESEARCH ====
+
 
+
Raw dump of the above showing the original nesting:
+
 
+
<pre>
+
1 SUMMARY / BACKGROUND
+
 
+
2 SITUATION ANALYSIS
+
 
+
2.1 CUSTOMER
+
 
+
2.1.1 TARGET AUDIENCE
+
 
+
2.1.1.1 PRIMARY TARGET
+
 
+
2.1.1.2 SECONDARY TARGET (AS NEEDED)
+
 
+
2.1.1.3 OTHER TARGETS (AS NEEDED)
+
 
+
2.2 CATEGORY
+
 
+
2.2.1 MARKET NEEDS
+
 
+
2.2.2 MARKET ANALYSIS
+
 
+
2.2.3 MARKET DEMOGRAPHICS
+
 
+
2.2.4 MARKET TRENDS
+
 
+
2.2.5 MARKET GROWTH
+
 
+
2.3 COMPETITION
+
 
+
2.3.1 DIRECT COMPETITION
+
 
+
2.3.2 INDIRECT COMPETITION
+
 
+
2.4 CHANNELS OF DISTRIBUTION
+
 
+
2.5 COMPANY POSITION / CAPABILITIES
+
 
+
2.5.1 RELEVANT HISTORY
+
 
+
2.5.2 SWOT (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS) ANALYSIS
+
 
+
2.5.3 MARKETING ORGANIZATION
+
 
+
3 BRAND POSITIONING
+
 
+
3.1 MISSION
+
 
+
3.2 POINTS OF DIFFERENCE
+
 
+
3.3 POINTS OF PARITY
+
 
+
3.4 CORE BRAND ESSENCE
+
 
+
3.5 BRAND PERSONALITY
+
 
+
4 KEY MARKETING MESSAGES
+
 
+
4.1 MESSAGE 1
+
 
+
4.2 MESSAGE 2
+
 
+
4.3 MESSAGE 3
+
 
+
4.4 ETC.
+
 
+
5 STRATEGIES & TACTICS
+
 
+
5.1 PRODUCT
+
 
+
5.1.1 PRODUCT OVERVIEW
+
 
+
5.1.2 RELEASE INFORMATION
+
 
+
5.1.3 KEY CHANGES TO PRODUCT (FUNCTIONALITY, ETC.)
+
 
+
5.2 PRICE
+
 
+
5.2.1 RELEVANCE?
+
 
+
5.3 PLACE
+
 
+
5.3.1 DISTRIBUTION STRATEGIES
+
 
+
5.4 PROMOTION
+
 
+
5.4.1 STRATEGY 1
+
 
+
5.4.1.1 TACTIC 1
+
 
+
5.4.1.2 TACTIC 2
+
 
+
5.4.1.3 TACTIC 3
+
 
+
5.4.1.4 ETC.
+
 
+
5.4.2 STRATEGY 2
+
 
+
5.4.3 ETC.
+
 
+
6 BUDGET / FINANCIALS
+
 
+
7 EVALUATION
+
 
+
7.1 METRICS / KEYS TO SUCCESS
+
 
+
7.2 MARKET RESEARCH
+
 
+
</pre>
+
----
+
[[Category:Marketing]]
+

Revision as of 04:10, 21 March 2010

Contents

The plan

Educate

  • Inform the voluntary switchers
  • Easy to find answers to questions
  • Highlight spins that show unique use cases

Build bridges

  • Support
  • Feedback from users to devs
  • Questions from devs to users (surveys)
  • Build positive dev support/feedback opportunities

Spread the brand

  • 4 Foundations are good -- use them!
  • Success stories/examples of each
  • Ambassadors communicate to focused audiences
    • Design schools
    • CS departments
    • Downstream conferences
  • Social networking

Build on-ramps

  • Fedora-tour
  • EasyFix
  • Engineering services queue
  • How to file a bug, check/add to wiki page or other outlets

How we made this plan

This plan was created during the Marketing FAD 2010 - you can see a lot of the discussion in the first day's logs, particularly the IRC logs. We went through several exercises to try and get out what we were thinking, and the notes from that are below.

This was very much a a kickoff brainstorm - we didn't expect the handful of contributors at the FAD to have answers to everything, but we figured we could get our own thoughts out and then share them with other people to encourage them to consider and share theirs.

What are the goals of a marketing plan?

    • Who is this plan for?
      • Members (current and new) of the Fedora Marketing team
      • Members of the Fedora Project who want to understand how the Fedora Marketing team is using resources (people, time...)
    • Who is it addressing?

Distro: where are we right now?

We first tried to figure out our first impressions on where Fedora-the-distribution stood at that moment.

Give 3 words that describe the distribution

People went around and added three words each to this list - how do we (as Fedora contributors) see Fedora-the-distribution now? (March 2010).

  • Free
  • Innovative
  • High-context (this means it's difficult to establish context when you're getting started on what all the crazy stuff going on is, but it's great once you get used to things.)
  • Powerful
  • Intimidating
  • Time-consuming
  • Interesting
  • Good quality
  • interesting
  • fresh
  • Productivity Suite
  • Bleeding Edge
  • Stability/Security
  • community-driven (which causes the high-context sometimes - but doesn't have to)
  • Fluid
  • Mostly works
  • Lots of updates--every day another 10-20 meg (can't tell a difference if I install them or not)
  • commitment
  • complex
  • Challenging
  • Uneven
  • "can't keep up" (explanation: too much churn, noise, etc. to figure out what's going on at any given point in time without significant investment... need to selectively ignore a lot)
  • steep learning curve

1 sentence description of the person that's happiest with the distro right now

People went around and added three words each to this list - who do we (as Fedora contributors) see as the current users happiest with Fedora-the-distribution now? (March 2010). The intent is to compare our first reactions to this question against our intended User base and see how well it matched up.

  • Someone who is deeply involved with Linux
  • Tinkerers who don't need a safety net
  • The contributors
  • Mel when she was in high school and had lots of time and energy to play around
  • Ryan when he is in high school and has lots of time and energy to play around :)
  • Software engineer who wants the latest, most reliable product that's available in terms of having FOSS stuff they need to get end stuff
  • Someone who is more of a free software purist
  • Someone who has been using it for three or more releases
  • Someone who has someone else to help fix broken things
  • Someone who has been using the distro for 3+ releases, because they will have figured out the best practices that work for them.
  • Some one who likes challenges or end user that gets the box installed for him/her
  • Someone who messes with a lot of stuff and learns and just grows better (Learning from mistakes, perfecting at doing many things)

Distro: Where we want to be

We then went around and shared our thoughts on where we would like Fedora-the-distro to be, and what groups we might want to look at to help with that.

User base of tomorrow

This has already been defined. From https://fedoraproject.org/wiki/User_base

  1. Voluntary switcher
  2. Computer-friendly
  3. Likely collaborator
  4. General productivity user

Hypothetical folks that fit this description, but who we don't serve well right now

  • Law student, designer, etc. non-dev and never wants to be technical - but wants to contribute to FOSS
  • Our amused SO's/parents who want to be supoportive and give feedback, but only to us directly (for instance, Mel's Linux-using friends who come up with patches but don't have time to learn their way around how to submit it upstream and pass it to her instead)
  • Locally focused head of a LUG who'd rather concentrate on regional stuff (not global IRC channels) - "the global Fedora community has to reach out to *me* because I have no time to reach out to it myself" (I would submit that some other FOSS projects do this very well, and this is why they spread so fast - they have out-of-the-box "here, do this, SWAG!" experiences for LUGs.)