[marketing] Re: Idea for F25 marketing blitz: Delivered in under 30 minutes or it's free

[Justin W. Flory]

On 10/24/2016 08:54 PM, Matthew Miller wrote:

On Mon, Oct 24, 2016 at 11:07:36PM +0200, Till Maas wrote:

I just updated my system and it took about 26 minutes. I think it'd be
fun to play with the 1980s pizza chain delivery promise, and have some
banners and maybe stickers with related slogans and graphics. (Of course,
Fedora is _always_ free; that should be worked in somehow.)
What do you all think?

I like the idea. To incorporate that Fedora is free, we could use an
"and" instead of "or" as Fedora is better than pizza, it is delivered in
under 30 minutes AND it's free.


Nice! Something like "Delivered in under 30 minutes¹ -- and it's always
free²"

1 usually depending on network traffic hardware configuration etc etc
fineprint

2 no fine print here!



Hi everyone, I'm jumping onto this discussion rather late. Echoing off 
of Matthew's original pain point, I can also verify seeing the exact 
same complaint, at least as far as Twitter and /r/Linux (Reddit) goes. 
It's a constant back-and-forth sort of complaint, and I do think the key 
issue is *lack of awareness* over how Fedora has changed in recent 
releases to make upgrading as painless as possible. So it's important to 
keep in mind that the *problem* we are trying to solve is an awareness 
problem (particularly for people who have been around for a while, since 
my understanding is that many moons ago, it was much more painful).


I'm trying to think of ways we can more effectively deliver this 
message. As an American, I love the original phrase, but I am concerned 
that it won't translate well across various regions just because of 
network speeds and other things we can't control. While it's all 
speculation, I feel like it would be a more difficult promise to deliver 
on than we anticipate because we're assuming everyone has a steady 
network connection and also current hardware. I tried doing an upgrade 
to F25 Beta on an older netbook of mine, and it did not share the same 
speedy results that I had on my prime laptop.


However, the point still stands: Fedora is not painful to upgrade. How 
do we deliver this message? How can we convey this to the greater 
audience of Linux users and community?


The idea of a short video or graphic for sipping coffee and upgrading, 
and having it be done in the span of the video / graphic is fair. I 
think the idea behind this is conveying a few simple things:


* Upgrading Fedora is quick
* Upgrading Fedora is not a laborious, multi-step process
* Upgrading does not require your full attention

I am very particular to the idea of having a graphic or video since 
these are very effective ways of delivering a message, but I think in 
our case it's a matter of missing video talent to do this (as far as I 
am aware). So, what are tools we have available to us?


* Fedora websites (i.e. branding)
* Fedora Magazine
* Social media accounts
* Announcement mailing list
* Community groups on social platforms (i.e. things we *don't* manage)

I think the most effective thing we could do NOW to deliver this message 
is come up with some sort of catchphrase, motto, slogan, etc. and update 
our official presences with this phrase. Small steps to this would be to 
update social media account biography boxes and websites with the 
phrase. Bigger steps would be corresponding content on the Fedora 
Magazine that is then shared out on the social media or in these 
community groups. Of course, in the final release announcement, this 
could be the key line at the top of the announcement (both on the 
mailing list and in the Magazine).


Anything else, I think we would be hard-pressed to do before F25 (even 
in the event there is a delay for the Nov. 15 release date). To get some 
gears turning, here's some of my own ideas for a "release slogan" for F25:


1. Fedora 25: Download. Update. Done. (or "Download. Install. Done."??)
2. Fedora 25: A quick upgrade or your money back!
3. Fedora 25: Upgrading never felt so easy
4. Fedora 25: Boot loops aren't anything you have to worry about.[1]
5. Fedora 25: More features. More freedom. Less time.

Whether you like these or not, they're intended to help start discussion 
about things we do like. Please offer your feedback or thoughts here, 
and if we reach an agreement, we can make an attempt to drive this 
before F25 (if we hit snags, we can delay a targeted campaign such as 
this to F26).



[1] This is a snarky comment with regards to the Windows 10 boot loop... 
could be interpreted many ways, but needs more consideration. 
http://www.extremetech.com/computing/237117-windows-10-update-traps-some-systems-in-a-boot-loop-microsoft-promises-fix


--
Cheers,
Justin W. Flory
jflo...@gmail.com



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[marketing] Re: Idea for F25 marketing blitz: Delivered in under 30 minutes or it's free

[Till Maas]

On Sat, Oct 15, 2016 at 12:16:36PM -0400, Matthew Miller wrote:

> I just updated my system and it took about 26 minutes. I think it'd be
> fun to play with the 1980s pizza chain delivery promise, and have some
> banners and maybe stickers with related slogans and graphics. (Of course,
> Fedora is _always_ free; that should be worked in somehow.)
> 
> What do you all think?

I like the idea. To incorporate that Fedora is free, we could use an
"and" instead of "or" as Fedora is better than pizza, it is delivered in
under 30 minutes AND it's free.

Kind regards
Till
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[marketing] Re: Idea for F25 marketing blitz: Delivered in under 30 minutes or it's free

[hammersmake]

> Matthew Miller píše v So 15. 10. 2016 v 12:16 -0400:
> 
> 
> Definitely a good idea. I can imagine a video where you start the
> upgrade process, have a sip of coffee, look back at the monitor and the
> ugprade is done.
> 
> Anyone it'd be great to have a video about news in Fedora 25. GNOME has
> been doing them for some time and they're pretty popular: https://www.y
> outube.com/watch?v=LhY7rpWXm1Y (they usually get up to 135k views on
> Youtube, that's a great number). Such videos can also be used at Fedora
> booths played in loops.

Might be worth creating something with digital painting time lapse and a voice 
over similar to what Creative Commons New Zealand creates. Here's an example:  
https://www.youtube.com/watch?v=AeTlXtEOplA

Cheers,

William.
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[marketing] Re: Idea for F25 marketing blitz: Delivered in under 30 minutes or it's free

[Matthew Miller]

On Tue, Oct 18, 2016 at 01:53:20PM +, Gabriele Trombini wrote:
> I opened a new ticket [1] for the Design Group, I also linked this
> discussion, so everyone wants to add a idea is requested to edit the ticket.
> [1] https://fedorahosted.org/design-team/ticket/486

Awesome -- thanks for taking the initiative on that.

-- 
Matthew Miller

Fedora Project Leader
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[marketing] Re: Idea for F25 marketing blitz: Delivered in under 30 minutes or it's free

[Gabriele Trombini]

Hello,

I opened a new ticket [1] for the Design Group, I also linked this
discussion, so everyone wants to add a idea is requested to edit the ticket.

[1] https://fedorahosted.org/design-team/ticket/486

Thanks.

Gabri

Il giorno mar 18 ott 2016 alle ore 14:59 Jiri Eischmann <
eischm...@redhat.com> ha scritto:

> Matthew Miller píše v So 15. 10. 2016 v 12:16 -0400:
> > When I ask what people would like from Fedora, one of the most common
> > requests is "make it either LTS or rolling release". Since these are
> > very different thing with very different impact on users, I usually
> > dig
> > deeper and find that the real thing is people are worried about
> > losing
> > a day or two to upgrading.
> >
> > I've been emphasizing for a while now that our answer is to address
> > that actual pain point, and rather than changing the way we release,
> > we're solving it by making upgrades easy. And with Fedora 25, it
> > seems
> > like we're really getting there. Since it's one of the top things
> > people present as a problem, and we've got an answer, I think we
> > should
> > develop some marketing around it.
> >
> > I just updated my system and it took about 26 minutes. I think it'd
> > be
> > fun to play with the 1980s pizza chain delivery promise, and have
> > some
> > banners and maybe stickers with related slogans and graphics. (Of
> > course,
> > Fedora is _always_ free; that should be worked in somehow.)
> >
> > What do you all think?
>
>
> Definitely a good idea. I can imagine a video where you start the
> upgrade process, have a sip of coffee, look back at the monitor and the
> ugprade is done.
>
> Anyone it'd be great to have a video about news in Fedora 25. GNOME has
> been doing them for some time and they're pretty popular: https://www.y
> outube.com/watch?v=LhY7rpWXm1Y (they usually get up to 135k views on
> Youtube, that's a great number). Such videos can also be used at Fedora
> booths played in loops.
>
> Someone did this for F22: https://www.youtube.com/watch?v=bgfnHck_lbI
> and it got 55k views even though it was not an official video.
>
> Generally I think we should expand more into video. I know it's usually
> more consuming than static graphics, but it gets attention. And
> sometimes it's not even that difficult. For example, we did a video
> that showed what people can find at the Fedora booth at LinuxDays. I
> just grabbed a phone and the video was done and uploaded within 10
> minutes and it was played by hundreds of ppl.
>
> Jiri
>
> P.S. my upgrade to F25 took 15 minutes in total, pretty awesome
> :)___
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[marketing] Re: Idea for F25 marketing blitz: Delivered in under 30 minutes or it's free

[Jiri Eischmann]

Matthew Miller píše v So 15. 10. 2016 v 12:16 -0400:
> When I ask what people would like from Fedora, one of the most common
> requests is "make it either LTS or rolling release". Since these are
> very different thing with very different impact on users, I usually
> dig
> deeper and find that the real thing is people are worried about
> losing
> a day or two to upgrading.
> 
> I've been emphasizing for a while now that our answer is to address
> that actual pain point, and rather than changing the way we release,
> we're solving it by making upgrades easy. And with Fedora 25, it
> seems
> like we're really getting there. Since it's one of the top things
> people present as a problem, and we've got an answer, I think we
> should
> develop some marketing around it.
> 
> I just updated my system and it took about 26 minutes. I think it'd
> be
> fun to play with the 1980s pizza chain delivery promise, and have
> some
> banners and maybe stickers with related slogans and graphics. (Of
> course,
> Fedora is _always_ free; that should be worked in somehow.)
> 
> What do you all think?


Definitely a good idea. I can imagine a video where you start the
upgrade process, have a sip of coffee, look back at the monitor and the
ugprade is done.

Anyone it'd be great to have a video about news in Fedora 25. GNOME has
been doing them for some time and they're pretty popular: https://www.y
outube.com/watch?v=LhY7rpWXm1Y (they usually get up to 135k views on
Youtube, that's a great number). Such videos can also be used at Fedora
booths played in loops.

Someone did this for F22: https://www.youtube.com/watch?v=bgfnHck_lbI
and it got 55k views even though it was not an official video.

Generally I think we should expand more into video. I know it's usually
more consuming than static graphics, but it gets attention. And
sometimes it's not even that difficult. For example, we did a video
that showed what people can find at the Fedora booth at LinuxDays. I
just grabbed a phone and the video was done and uploaded within 10
minutes and it was played by hundreds of ppl.

Jiri

P.S. my upgrade to F25 took 15 minutes in total, pretty awesome :)

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[marketing] Re: Idea for F25 marketing blitz: Delivered in under 30 minutes or it's free

[Gabriele Trombini]

Il 18 ott 2016 1:56 PM, "Matthew Miller"
>
> Sure - please do.
>
> I still like the pizza delivery idea too, though. :)
>

We don't have any limit about the versions we could do...

What about animated gifs?

In the ticket I'll share this discussion, so design is able to better
understand what you meant.

Thanks

Gabri
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[marketing] Re: Idea for F25 marketing blitz: Delivered in under 30 minutes or it's free

[Matthew Miller]

On Sun, Oct 16, 2016 at 08:02:50PM +0200, Gabriele Trombini wrote:
> Something like "drink your coffee, update your system" with a comic
> (?)where a fedora man (I'd like a woman more than a man, so the right
> attention to the diversity is highlighted) drinks a cup of coffee and a
> progress get completed at the same time. At the end a popup says: "system
> updated".
> 
> Does it make sense?

Excellent for a short video - I don't know if we have anyone
interested/able to make that, though. How can we translate to a
single-frame graphic?


-- 
Matthew Miller

Fedora Project Leader
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[marketing] Re: Idea for F25 marketing blitz: Delivered in under 30 minutes or it's free

[Gabriele Trombini]

Il 16 ott 2016 7:27 PM, "Matthew Miller"  ha
scritto:
>
[Snip]
>
> I like this idea in general, but in this case I'm looking more at a
> targetted message addressing the specific "upgrades are pain" problem.
> Using Mercedes as an example, like these "Keeps your cargo on the road"
> ads:
>
> http://adsoftheworld.com/media/print/mercedes_disaster_averted_1
> http://adsoftheworld.com/media/print/mercedes_disaster_averted_2
> http://adsoftheworld.com/media/print/mercedes_disaster_averted_3
>
> or "Spots danger ahead"
>
> http://adsoftheworld.com/media/print/mercedes_deer_3
> http://adsoftheworld.com/media/print/mercedes_granny
>
>

Something like "drink your coffee, update your system" with a comic
(?)where a fedora man (I'd like a woman more than a man, so the right
attention to the diversity is highlighted) drinks a cup of coffee and a
progress get completed at the same time. At the end a popup says: "system
updated".

Does it make sense?

Thanks.

Gabri
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[marketing] Re: Idea for F25 marketing blitz: Delivered in under 30 minutes or it's free

[Matthew Miller]

On Sun, Oct 16, 2016 at 03:02:06PM +, Gabriele Trombini wrote:
> > I just updated my system and it took about 26 minutes. I think it'd be
> > fun to play with the 1980s pizza chain delivery promise, and have some
> > banners and maybe stickers with related slogans and graphics. (Of course,
> > Fedora is _always_ free; that should be worked in somehow.)
> If I'm not wrong, the meaning of "1980s pizza chain delivery promise" is
> the promise to get your ordered pizza before a established time, right?

Yes, specificially, delivered in 30 minutes or less.

> Well in this case I don't think this is a viable way because there are
> variables (like internet connection, hardware more or less ols, and so
> on...) we can't gather in a timing for the upgrade to be assured.

Yeah, we can't _actually_ promise it. There needs to be some fine
print.


[...]
> I'd like to reach an "evergreen" slogan for Fedora. I'd love something like
> Mercedes "The best or nothing". This slogan is ever recognizable;
> everywhere in the world, when you hear or read "the best or nothing" you
> suddenly think : Mercedes.

I like this idea in general, but in this case I'm looking more at a
targetted message addressing the specific "upgrades are pain" problem.
Using Mercedes as an example, like these "Keeps your cargo on the road"
ads:

http://adsoftheworld.com/media/print/mercedes_disaster_averted_1
http://adsoftheworld.com/media/print/mercedes_disaster_averted_2
http://adsoftheworld.com/media/print/mercedes_disaster_averted_3

or "Spots danger ahead"

http://adsoftheworld.com/media/print/mercedes_deer_3
http://adsoftheworld.com/media/print/mercedes_granny





-- 
Matthew Miller

Fedora Project Leader
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[marketing] Re: Idea for F25 marketing blitz: Delivered in under 30 minutes or it's free

[Gabriele Trombini]

Hello folks,

a couple of considerations here:

Il giorno sab 15 ott 2016 alle ore 23:13 Sylvia Sánchez 
ha scritto:

>
> I love the idea.  Effective and funny.  We should find the word or concept
> to use instead of  "free".
>

Sylvia, IMO this is not a point, 'cause "free" is one of the Four
Foundations and begins with the "F", just like Fedora. Also I don't find
any other word identifying the free concept.

>
> On 15 October 2016 at 18:16, Matthew Miller 
> wrote:
>

[snip]

> I just updated my system and it took about 26 minutes. I think it'd be
> fun to play with the 1980s pizza chain delivery promise, and have some
> banners and maybe stickers with related slogans and graphics. (Of course,
> Fedora is _always_ free; that should be worked in somehow.)
>
> What do you all think?
>
>
>
If I'm not wrong, the meaning of "1980s pizza chain delivery promise" is
the promise to get your ordered pizza before a established time, right?

Well in this case I don't think this is a viable way because there are
variables (like internet connection, hardware more or less ols, and so
on...) we can't gather in a timing for the upgrade to be assured.

Rather, some time ago, we established the slogan for the website (we can
watch it at getfedora.org "Choose Freedom. Choose Fedora.") and Taking a
glance below that sentence, we read "less setup, more innovatio. Choose a
flavor of Fedora streamlined for your needs, and get to work right away".
Maybe, we could improve that last sentence including the concept Matthew
explained in his mail.

I'd like to reach an "evergreen" slogan for Fedora. I'd love something like
Mercedes "The best or nothing". This slogan is ever recognizable;
everywhere in the world, when you hear or read "the best or nothing" you
suddenly think : Mercedes.

Thanks.

Gabri
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