MozillaZine

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 mozilla.org 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."


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

by raiph

Friday July 16th, 2004 6:57 PM

You are replying to this message

> I disagree with your characterization of that as spamming.

Blake said they spoke to cnet before deciding what to do. Nothing much could go wrong once that was done, as long as the request made of the fans was reasonable. The request was reasonable. I believe the result was a smart quick win in terms of what both download.com and the Firefox team wanted out of it. Congrats are in order.

But the Opera stuff did happen, and wasn't nice. Is there anything simple that MF can do in their guidance for future projects that would retain the positive impacts and reduce bad stuff like the Opera nastiness? I think so. I think the overall "whatever it takes" attitude needs to be balanced by something that nudges fans away from unethical behavior (and "we are not telling you how to vote" doesn't provide that balance).

The reason I post this is not really about download.com, which is in the past. My concern is the much broader and longer For The Record campaign announced today, and the complementary project I have just finished setting up called FANS. In both cases we do NOT want fans to do "whatever it takes". We want fans to behave ethically. Hopefully, simply talking about this issue, as I am doing in this post, as occurs on the FANS pages, and as no doubt will occur in the For The Record guidelines, is all it will take to ensure that a better balance will naturally be struck in the future.

For The Record, here's the FANS URL: <http://kb.mozillazine.org/index.phtml?title=FANS>