Firefox Marketing Project, Week 2

Thursday July 15th, 2004

Blake Ross writes: "Many thanks to everyone who participated in our first marketing project. As I write this, 1369 people have given Firefox a 96% approval rating, and 1220 people have rated it straight fives across the board. Firefox is now on the most popular list, above other heavyweights like MSN Messenger, AIM, and Winamp. This was an amazing launch to our 'ten weeks, ten ideas, ten million downloads' community marketing campaign.

"For our second initiative, we're stepping it up a bit and asking you to help us manage the enormous volume of press coverage that our products enjoy daily. We're seeking to mobilize a team of determined individuals that can manage itself in identifying three types of press coverage — factually inaccurate stories, stories that don't mention Firefox or Thunderbird but should, and stories that are factually correct and balanced — and respond to them accordingly. A new mailing list will be used to coordinate daily activity; the team will be determined, focused, easily mobilized and not prone to the sort of long and aimless discussions that plague other lists. The Foundation's in-house press relations team will continue to handle the 'tier 1', most prominent stories, but for everything else we need your help. More information about the initiative and how you can help is available at my blog."

#18 Re: Race to Construct. Not War to Demolite.

by asa <>

Friday July 16th, 2004 5:23 PM

You are replying to this message

I disagree with your characterization of that as spamming. is interested in getting as many reviews as possible (reading reviews holds eyeballs on their ads and provides a service to their users). Mozilla is interested in its users telling other people about its software and has for years and will continue to for years, count on it's community of users to use word of mouth, word of blog, word of review sites, word on call-in radio programs, letters to the editors, stealth installs, whatever it takes to get the word out about its products.

I also disagree with your suggesting that it's anyone's job to speak out against a few bad acts. We clearly explained our effort and nowhere in that said anything about trashing anyone else. The little Opera thing doesn't bother me a bit. A small handfull of their zealots gave bad reviews to Firefox and a small handful of Firefox zealots gave some bad reviews to Opera. So the f*$k what? The world didn't end. The only people that noticed or cared (I certainly wasn't among those that cared) were a few zealots and fanboys on both sides. Who cares?

I'm wide open to criticism. That doesn't mean I'm going to act on it. Some of the criticism I read and dismiss as not worth my time is completely valid. Some is not. I'll use the experience I've got doing what I do to make that decision. This is not a democracy and never has been. It's a meritocracy and I've earned my wings on these projects. Don't count on me to give equal time or even equal consideration to everyone. Go do some good work for the project and I'll probably spend more time listening to you (the general "you", not you specifically.)

And in case I haven't made myself clear, I've got zero regrets about the review campaign. I think it was 100% legitimate use of grassroots support to proselytize on behalf of our product. I don't think that anything of significance "went wrong" or even had much liklihood of "going wrong". Our community stepped up and made a difference. If you don't want to participate with the hundreds of others, don't. If you want to criticize, do. Don't expect me to spend any significant time wading through a bunch of whining and bitching from people whose contributions to the project aren't visible to me (again, this is not directed at you, the more general audience.)\