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Description
When I first started using Ubuntu, the way I heard about it was several links down in a google search for "linux". This is exemplary of the poor exposure that Ubuntu has. We need to spread public awareness about the operating system, through media outlets, online campaigns, and possible tv/radio/billboard spots.
I think that the best place to start would be online campaigns, especially a series of official videos on youtube and other video sites. These should focus less on technical specs and the benefits of open-source, and more on the benefits of switching from Windows while retaining the ability to preform daily tasks. This will be targeting the main bulk of computer users: Microsoft customers who want to email, type, web browse, and don't like paying for an OS. Other facets of this campaign should include spreading the word about Ubuntu to non-tech oriented, high traffic website (myspace, yahoo), getting Ubuntu back as #1 on distrowatch.com, and creating guides in layman's terms so that non tech-savvy people can understand how to preform simple tasks. For example, don't tell people to open xorg.conf; tell them to type in the terminal 'sudo gedit /etc/X11/xorg.conf'.
Doing all of this will require a re-mobilization of the Ubuntu marketing team, several people to design a professional looking marketing video, and structure. Once more momentum is generated, the media will be apt to catch on to the trend. However, we want to make sure at all costs that this is positive exposure. Anything negative (eg. Ubuntu is for geeks only) could immensely hurt our image. Physical advertising is harder to get together, but if someone can find an investor, this could be very possible.
A final idea would be to push for Ubuntu in school systems. I know that where I live, the schools are forced to run Windows 2000 because of slow computers and no funds. Ubuntu could both free funds for education and implant knowledge about the system into children, our future consumer base.
Comment back with any ideas on how to improve this.
https://wiki.ubuntu.com/MarketingTeam
edit: We are now #1 on Distrowatch! Also, here is a great example of a promotional video: http://www.youtube.com/watch?v=duBfhSsjgmU&fmt=18
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Attachments
 Bug #1 : Microsoft has a majority market share
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Comments
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dark wrote on the 29 Feb 08 at 00:28
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I think that for many people Linux == Ubuntu and so I don't think that is much of a problem, in fact I have had several people ask me if I used Ubuntu or thought it was good when I told them I ran Linux. What Ubuntu I think needs is getting CDs out there, similar to what AOL did. If Ubuntu can get a live-CD included even as a "recovery CD" in the back of a generic computer book that would make people more familiar with Ubuntu and the more they are familiar with it the more likely they are to explore Linux and switch.
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meticulo wrote on the 29 Feb 08 at 03:45
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YES!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
we must solve the number one bug, a windows world
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rca123 wrote on the 29 Feb 08 at 04:02
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I'm not trying to start a flame war, but...
Before serious marketing takes place to **non tech-savvy** people, some serious evaluations of Ubuntu's usability need to take place. This includes installing on most hardware, including the use of ATI cards, webcams, etc. The last thing that should happen is for people to try out Ubuntu or Linux and think it is a worthless piece of trash because it can't run Application X and can't use Hardware Y.
Before the flame war begins... I am talking about the *non* tech-savvy. By all means we should market to the tech-savvy
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Narf wrote on the 29 Feb 08 at 08:34
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'ubuntu' is already a more searched string than 'linux' according to some statistics.
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pape wrote on the 29 Feb 08 at 11:47
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I'd rather see resources (money & time) put to improve Ubuntu than market it.
Word about Ubuntu will spread fastest via happy users and reviewers, both in the blogosphere and mainstream media.
I think that Linux/Ubuntu can maintain its "Cool factor" by being 'something you find' rather than something pushed on you by marketing people.
Take the do-it-yourself community approach. I think every Ubuntu user should show the world that (s)he is a happy Ubuntu user:
-Put a sticker on your laptop/desktop
-Put a link on your website/blog
-Buy a Ubuntu hat/shirt
-Join 'Ubuntu' group on Facebook (we're almost 10.000 already!)
You can't get better marketing than this! Microsoft, with all its money, can't get people to wear Microsoft shirts..
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pirast wrote on the 29 Feb 08 at 14:39
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better invest into development than into advertisments and cds
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nyvalbanat wrote on the 29 Feb 08 at 14:59
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Ubuntu is not yet ready for the masses. Heck, most programmers and other geeks still use windows and wouldn't necessarily know how to handle a linux desktop. I am currently the only one in my (software dev) department using Ubuntu on my primary desktop. This does make people curious about Linux, but I have to admit some further refining of the desktop experience has to happen before even my colleagues can adopt it. I would therefore hold off on the mass marketing and first push for corporate interoperability - easy desktop sharing, seamless printer/network share/active directory Samba integration, and, finally, get the stubborn Thunderbird dev team to allow corporate-style email headers in the reply messages (with From, To, CC, Subject) instead of the silly "On , wrote...".
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rawsausage wrote on the 29 Feb 08 at 23:20
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Marketing is all about integrating demand and offer. Not advertising. It is about finding out what real users (not these websites, the samples are too skewed) really want and building those things. It's about making strategic decisions (especially despite of change resistance from developers) and forming the final product. You have no clue about what you are talking about.
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upnorth wrote on the 1 Mar 08 at 01:23
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Mark for president!
But seriously, I want hit to do a fancy keynote in true Steve J. Style :)
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ethana2 wrote on the 2 Mar 08 at 07:25
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Make a competition for great commercial ideas and youtube them. I have many myself. We can be quite creative.. don't shun a format just because someone else started it either; you can take advantage of that.
OSX: Hi, I'm a mac.
Windows: ..and I'm a PC
Linux: actually, I think what you mean to say is..
Windows: shut up.
Linux: /You're/ a PC running OSX, and /you're/ a PC running Windows Vista.
OSX: Yeah...
Linux: so you should introduce yourselves accordingly..
OSX: Ok.. Hi, I'm OSX Leopard
Windows: And I'm windows Vista.
Linux: I'm Ubuntu Gutsy. Notice Windows' attempt to terminate the list by inserting an 'and'.
Linux: ..maybe that's just habit. I find it funny anyway.. Nevermind. So what's up?
OSX: Ubuntu Gutsy? What kind of retarded name is that?
Linux: It's actually an african word pertaining to teamwork and equality among men, but good job not being offensive.
Windows: That's gay.
*SLAP*
Linux: That... looked like it hurt.
I'm sorry if that sounds offensive... but.. you know what I mean. Use us to make commercials, youtube them.
Save money for development.
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ethana2 wrote on the 2 Mar 08 at 07:27
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Oh, that was an actual part of the idea.. sorry, i came up with that a long time ago and forgot that nuance.
See, microsoft and apple are haters --that's part of the implied message.
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bntuuu wrote on the 2 Mar 08 at 20:22
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Making the install and overall daily usage more user friendly should be a higher priority than just getting the word out.
When Ubuntu is really ready for a nontechnical crowd, then marketing would have a proper place.
Until then, it doesn't seem worth the money and effort.
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bgfeldm wrote on the 2 Mar 08 at 21:31
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A good Advertising Campaign needs stats (such as: size of user base) and wit. Apple's advertising campaign has the wit but is very misleading and uses slander remarks as in the current democratic politic campaigns. A good campaign needs not to be misleading.
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cmittle wrote on the 3 Mar 08 at 17:54
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I like the idea of having individuals tell their friends about Ubuntu. I also agree that finding out through a friend or a small article on a blog is much more exciting feeling for the person using it.
On the other hand I think A LOT of technically savvy people are not even aware of an alternative to Windows, I'm sure they've heard of Linux, but didn't know that it was free and had a GUI interface (I know I didn't).
Here's my idea of cheap, community driven marketing to, in my opinion, the best market for Ubuntu.
I would suggest a college student excited to spread the word about Ubuntu (or the Linux alternative in general) could print off 4 or 5 of these in their dorm room and put them up on bulliten boards on campus.
Here are my ideas for the flyer:
1. mention free alternative to windows
2. mention (or show a picture of a desktop) that it is very window's like for an easy transition
3. not have more than a few lines of text, 1 maybe two pictures
4. it would be best if these could be printed in b&w and still look good (college students are poor and color ink is expensive)
5. have a url where a prospective user could watch a video or see screenshots of what they could use it for (preferably focused more on text editing, photo processing and less on graphics things like compiz)
Maybe Canonical would want to draw up a few different versions of flyer and put what they think to be appropriate (good source of info and reliable, non-dead)links on it.
My .02
Cory
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Chocwise wrote on the 4 Mar 08 at 02:39
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@ cmittle:
You can't imagine how powerfull the Compiz Argument is when you try to get a Windows User testing an Ubuntu.
My two cousins, my good ol' Friend and a colleague, said they don't want to try a Linux 'cause you can't play games with it.
When I showed them my Compiz Fusion powered Desktop, all of them wanted to have one of my Ubuntu CD's. 3 of them are now using Ubuntu more than their Windows and Windows just to play their games. The other one has it installed, but CF won't run because of an ATI GPU, so he just uses Windows.
Many Users want to be (sorry) Eye-Fucked. So why should we ignore that powerfull Argument? Why don't strengthen that Argument by supporting the ATI OpenSource Driver Project, so that we don't have to tell ATI-Users that Ubuntu most likely can't Fuck their Eyes because their GPU isn't supported yet.
Because of all that I voted -1. The Development should be focussed, providing us lucky Ubuntu Users with arguments for our community driven Advertising Campaign.
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rouge568 wrote on the 4 Mar 08 at 03:09
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Everyone, thank you for voting and commenting.
I have read all your comments, and agree that Ubuntu is not yet ready for the Average Joe in terms of stability, features, usability, and hardware support. We have a long (but shrinking) way to go.
However, consider this a rough blueprint for when that day comes when we are ready to show the world what free software can do.
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cmittle wrote on the 4 Mar 08 at 15:55
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I agree that it looks appealing, I've seen many videos on youtube. I guess the reason I dislike using compiz as something to "sell" Ubuntu is that I believe a person that switches to it just because it's pretty is probably one of the "average joe" types that we probably shouldn't be targeting at this point.
Also I don't think a full fledged advertising campaign is appropriate, but maybe just 2 or 3 "approved" flyers from Canonical so computer science/engineer/(insert other nerdy major here) students can share it with one another.
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cmittle wrote on the 5 Mar 08 at 15:43
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Here's another thought. Ubuntu could try to connect with the department of education (or some sort of national schooling organization) to determine the requirements of a typical k-12 school computer system. The changes, if any, could be implemented into EdUbuntu or, if drastic, a new distribution could be made specially designed for schools.
I see this being a benefit for two reasons;
1. The biggest hurdle to convert people is because they are familiar with windows already, and probably aren't aware there are choices.
2. If it could get the endorsement of some large nationally recognized group, schools would be more willing to implement a plan that could save them a lot of money.
Also, this could free up a lot of money used to procure proprietary software for increased spending in areas that have suffered cutbacks, such as arts. There is also the implication that if kids would grow up recognizing the possibilities of community driven efforts, they will be more willing to contribute to these types of efforts as adults.
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Truefire wrote on the 9 Mar 08 at 22:25
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@ Chocwise :
Actually, you don't need to use the term,'f*ck*d'.
Don't say, "sorry' just don't say it, ok?
As for ATI GPU, all you need to do is install
the package, 'xserver-xgl'
and restart. Trust me, I have one.
Just look in synaptic for it :D.
@ cmittle : Great idea! Kudos!
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Truefire wrote on the 9 Mar 08 at 22:36
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Yeah, I did notice that some 'IT Pros'
have no idea that open-source is as predominant as it is.
This is simply because Microsoft pays to be the only competitor.
The worst thing is, these 'IT Pros' are clueless.
They think that you need to pay for every piece of knowledge.
Closed-source has made the mind closed.
I used to be that way.
Now I know the truth:
o Anything can be hacked
o Open-Source is everywhere, and it is the only way to create the perfect program for your needs.
o There's an Open alternative for everything.
o You can't criticize Open Source, it your fault you're not even filing bug reports.
o Open Source=Open Mind= True know-how.
I once debated a Windows user(IT Pro) on Linux,
and all he could say was that MS is unbeatable because of all the available programs, and that he used Unix back in the pre-GUI days, when everything was command line.
I showed him Compiz, and he realized that Linux had a GUI,
and he agreed that Linux may be better for the everyday user
who doesn't know whether to "Allow or Deny" on Vista or a firewall popup.
A user shouldn't need to pay for security- it should come with the system for heaven's sake.
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Eldmannen wrote on the 20 Mar 08 at 23:36
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Join the Ubuntu group on YouTube!
http://youtube.com/group/Ubuntu
Click the “Join This Group” link in the upper right corner.
Now we're taking over YouTube! :)
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yesmathew wrote on the 1 Apr 08 at 14:19
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I think TV ads are great idea. Even if at present they are unable to show in TV, at least we ubuntu advocates can spread the ads around social network sites like Orkut, youtube, personal blogs, face book, etc... Sounds great....
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srul89 wrote on the 30 Apr 08 at 07:42
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I think at individual level we all Ubuntu lovers can promote Ubuntu.We can convince our friends,relatives,and many people who do we know.College students can promote it in their college.Initially we should create momentum by word of mouth.
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zoomman wrote on the 21 May 08 at 14:59
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People calling themselves Linux Noobs are Linux Gurus compared to my abyssal lack of knowledge.
Nevertheless, ignorance doesn't mean I'm not without opinion.
If Ubuntu wants to capture the interest of even the quasi-semi-hemi tech savvy Microsoft curious users, it could go a long way by placing the existence and function of "Wubi" much more prominently on their web site. Indeed, I'm not certain it can even be gotten to from the Ubuntu.com website.
I came to the Ubuntu website as someone who was very, very interested in trying out this "Hardy Heron" I had read about (though couldn't remember the term "wubi", which was supposed to be easy for MS-serfs to install and try out, and I had to spend time googling in order to find Wubi . . . I still don't know how to get from the Ubuntu website to the Wubi Web site without just googling "wubi."
That just strikes me as --- well, really awkward, if not a little self-confounding. I mean, I don't know marketing or Linux or anything, but why create something like Wubi, specifically to lure MS-serfs into trying out Ubantu, and then make it virtually impossible for a visitor to find.
Personally, (and again, I remind you, everything I'm writing here is firmly, resolutely grounded in stark ignorance), I don't think that it's an either-or, advertise-or-develop issue, I think both can be done. I think that promoting the concept of "dual boot" and virtualization is a good one, one which is more and more supported by more and more powerful computers. I look at all the powerful software that I can use FOR FREE if I have a Linux os, and I'm ready to play with it.
I wonder how many people like me support the open-source/free software movement, and have absolutely no idea how to partition a disc. I bet there're a lot of us. Sorry, I've gone on too long.
Advertise, yes, but move Wubi up in front, too, I think.
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AndersFeder wrote on the 2 Jun 08 at 03:05
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I would recommend that Canonical look into how the community can help with this effort too. A community campaign alone will never have anything near as good an impact as a 'real' ad campaign but it can help keep the ball running, even after the ad money is spent, internationally too.
I think you'd find many willing to help out with spreading Ubuntu if only they had the necessary (high-quality) promotional materials. I'm not thinking of beer coasters, but rather, say, a high-profile international 1 month happening orchestrated by Canonical, things like that.
Microsoft would never be able to rely on unpaid labor. Ubuntu can pull this off because it has a real community. Do it, and show the world what makes Ubuntu something else.
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sdmatt1975 wrote on the 21 Jun 08 at 04:44
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Yeeeeeessssssssss
Start with the children, he he he.
My Mom is kinda connected in the education system. I will talk to her about making some inroads.
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notyetroot wrote on the 14 Aug 08 at 12:19
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Yes!
Make it a good one though. Don't resort to pop-ups or spam!
+1.
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pipertehc wrote on the 22 Aug 08 at 15:29
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advertising and marketing in a traditional sense (as discussed by rawsausage) is not the model ubuntu or linux should look at.
linux and Ubuntu are already established in the market place and have a very successful and loyal following market share is clearly the key and the community is the lock.
Mandriva recently (with limited success) held an install fest while this is a good idea im not sure the efforts went in the right direction.
Ubuntu needs to promote community efforts with clear precise goals using more viral means of promotion.
eg. open an advertising campaign to all media and new media students to create an add campaign under creative commons
in line with this hold a similar "install fest" around the beginning of the academic year (freshers week) with loco teams dual installing Ubuntu onto students machines with appropriate applications for their chosen subject.
this would only require a bunch of cd's (or a local network/alternative install)
this should generate a market share increase and the potential migration of open source into the academic and professional workplace.
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