[Marketing] Fw: Marketing Digest, Vol 86, Issue 28

[Sean DALY]

Thanks Ifeanyi,

It's true I have lots of experience, unfortunately I have very little free
time to contribute. Here is a quick overview which may be useful.

The 2009 marketing strategy we implemented, based on Sugar on a Stick, was
very successful for a time during the netbook boom, but today's environment
is very different with tablets, iOS/Android, etc. I had suggested two other
ideas since then to the community to facilitate Sugar for teachers:
prebuilt VMs for VirtualBox, and preloaded bootable SD cards and branded
cases for Raspberry Pi. Since then, Lionel has developed Sugarizer, which
in my view deserves serious consideration for marketing initiatives
targeting teachers. Dave's efforts to identify a reference platform are
also useful.

Samuel suggested a SWOT analysis today - it's an excellent suggestion, the
last one we did is now way out of date. Work with Samuel and Dave and
Samson on that, it will be helpful even for project recruitment which is
their focus. A competitive landscape survey will be complementary to the
SWOT. When the community reaches consensus on the project's vision, work on
marketing objectives (as opposed to project objectives) can be done. This
usually involves a calendar with what actions are planned. If budget is
available, you will want metrics - ways to measure spend effectiveness.

Brand values: this is about how Sugar is different from anything else. We
always emphasized low-floor, no ceiling; support for minority languages
which for-profit companies ignore; the pedagogical pedigree; View Source;
collaboration; the Journal.

There is also the PR aspect - targeting journalists, bloggers, and
influencers. Communiqués are important for allowing a site visitor to get
an idea of the project's direction in just a few minutes. Historically, we
put PR on newswires. But these days, social media is very effective. Here's
a tip for news coverage: if an initiative will influence large-buyer
decisions (education ministries), or represents a real innovation (value
proposition for less than what people usually pay), there could be press
interest.

The ongoing challenge is overcoming negative image perceptions of OLPC -
that the $100 unit price didn't happen, that the project was somehow
influenced by Microsoft, even that the project still exists. There is also
an identified issue that our slick logo encourages a perception that we are
a for-profit startup, not a nonprofit volunteer org. this is why we said
"Nonprofit" in many of our PR communiqué titles.

Good luck

Sean


On Thu, Jun 23, 2016 at 3:38 PM, Ifeanyi Peter <ifeanyipeter42 at yahoo.com>
wrote:

> Sean,
>
> Please share you ideas, you have been in marketing for God knows how long
> and probably have experince in this things.
>
> Please do share with us the old marketing strategy as Dave has asked, lets
> not try to reinvent the wheel and 'break it' in the process.
>
> Thanks
>
>
> On Thursday, June 23, 2016 1:50 PM, "marketing-request at lists.sugarlabs.org"
> <marketing-request at lists.sugarlabs.org> wrote:
>
>
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> Today's Topics:
>
>   1. Re:  [SLOBS] [IAEP] Fwd: Google for Nonprofits    Affiliation
>       Request Sent (Sean DALY)
>   2. Re:  The End of Sugar (thought exercise) (Walter Bender)
>   3. Re:  [SLOBS] [IAEP] Fwd: Google for Nonprofits    Affiliation
>       Request Sent (Dave Crossland)
>
>
> ----------------------------------------------------------------------
>
> Message: 1
> Date: Thu, 23 Jun 2016 13:21:28 +0200
> From: Sean DALY <sdaly.be at gmail.com>
> To: Dave Crossland <dave at lab6.com>
> Cc: Sugar Labs Marketing <marketing at lists.sugarlabs.org>, iaep
>     <iaep at lists.sugarlabs.org>, Samson Goddy <samsongoddy at gmail.com>,
>     Walter Bender <walter.bender at gmail.com>, SLOBs
>     <slobs at lists.sugarlabs.org>
> Subject: Re: [Marketing] [SLOBS] [IAEP] Fwd: Google for Nonprofits
>     Affiliation Request Sent
> Message-ID:
>     <CANnY+GOWfAuvS=N_UE6q-9U7U_r8RfeaAq9LCOoLL-Mafn976A at mail.gmail.com>
> Content-Type: text/plain; charset="utf-8"
>
> OK Dave, you're the new Marketing Coordinator!
>
> Perhaps it's best that I bow out and become just an interested observer. I
> just don't have the time to explain marketing fundamentals and also develop
> strategy and execution.
>
> thanks & good luck
>
> Sean
>
>
> On Thu, Jun 23, 2016 at 6:41 AM, Dave Crossland <dave at lab6.com> wrote:
>
> > Hi Sean
> >
> > On 22 June 2016 at 15:37, Sean DALY <sdaly.be at gmail.com> wrote:
> > >
> > > We agree on using Google AdWords, but no work has been done on
> > communication
> > > strategy, and although I am thrilled there is interest in marketing, I
> am
> > > also very concerned that more emphasis seems to be on the media rather
> > than
> > > the message, and my requests that this be worked on before starting
> > > campaigns aren't leading anywhere.
> >
> > Where you've requested this be worked on, Samson has got back to you
> > with a proposal document, and there have been comments from members.
> >
> > If you want to lead the marketing effort, I think its incumbent upon
> > you to either ask Samson to go over the feedback he got and use it to
> > improve his proposal document and share a new version, if that is the
> > next step you think he should take; or, to draft your own document
> > that lays out the strategy that you think we ought to be working on
> > together, and solicit comments on it.
> >
> > Do you see alternative actions to take to lead this somewhere? I'm
> > eager to hear them :)
> >
> > If you agree those 2 paths forward would be good, please take one.
> >
> > > It's true that I am more interested in marketing to teachers than
> > recruiting
> > > FLOSS developers, but with social media it's more important than ever
> to
> > > have an integrated plan.
> >
> > If you want an integrated plan, please work with Samson and myself and
> > all other members to create one :)
> >
> > I am also waiting for a reply to my email asking you to provide links
> > to the plans written in the past.
> >
> > > Dave, if this doesn't make sense to you, you can coordinate marketing
> > from
> > > now on, I'm not sure I have the energy to repeat myself over and over.
> I
> > can
> > > only say I know what works and what doesn't, and randomness in
> marketing
> > > doesn't.
> >
> > I don't think Samson and I are opposed to following your lead.
> >
> > If you think our approach is 'random,' then please do work on a
> > structured approach with us.
> >
> > Rather, I think what Samson and I are opposed to is inaction; you said
> > on the call the other day -
> > https://wiki.sugarlabs.org/go/Vision_proposal_2016/Call_1 - that you
> > have been "mystified" for the last 2-3 years on how to market Sugar,
> > that in the early days you developed a good strategy - which I am yet
> > to read - but a crisis developed in how to get tasks that you think
> > needed to be done to become completed within a volunteer community.
> > You didn't do them yourself, and no one did them, and so the marketing
> > aspects of Sugar have dried up.
> >
> > Well, here is me and Samson eager to volunteer and get things going.
> >
> > If you want to "assign" tasks to us, we might say that we don't take
> > orders. Sure. But if you want to work with us to list all the possible
> > tasks, and to prioritise them, and then to do these tasks yourself and
> > ask us to join you in doing them, then I expect we will be happy to
> > join you.
> >
> > Samson, do you agree?
> >
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> ------------------------------
>
> Message: 2
> Date: Thu, 23 Jun 2016 08:21:47 -0400
> From: Walter Bender <walter.bender at gmail.com>
> To: Samuel Greenfeld <samuel at greenfeld.org>
> Cc: Sugar Labs Marketing <marketing at lists.sugarlabs.org>
> Subject: Re: [Marketing] The End of Sugar (thought exercise)
> Message-ID:
>     <CADf7C8tiBm9ZXFueiJZiguZhiofizzfUGg2r3_=WiyAfpE3mwQ at mail.gmail.com>
> Content-Type: text/plain; charset="utf-8"
>
> On Wed, Jun 22, 2016 at 9:45 PM, Samuel Greenfeld <samuel at greenfeld.org>
> wrote:
>
> > Historically there have been several organizations financially supporting
> > Sugar development.
> >
> > But at least some of those have left, others have reduced their
> > contributions, and it is unclear to me if any new groups have made
> > significant tangible investments in the project.
> >
> > The XO laptop and icon, both commonly associated with Sugar, are OLPC
> > trademarks.  There is nothing stopping anyone from licensing these and
> > putting applications in the Android/Apple/Chromebook stores claiming to
> be
> > "Based on Sugar" with a new "Journal" interface.
> >
> > In short: Sugar is having trouble expanding beyond its current territory,
> > or at least publicly appears to be.
> >
> > So this week I thought of a couple of questions:
> >
> >    - What would cause you and/or your school(s) to stop using Sugar?
> >    - What would another project have to offer in order for it to be used
> >    instead?
> >    - When would it be a good idea to move everyone to a new project?
> >    - Under what circumstances should Sugar Labs be shutdown?
> >
> > If we can answer these questions, maybe we can reform Sugar to better
> meet
> > these competitive challenges.
> >
> >
> I guess I have a different vision of Sugar than you. I am interested in our
> creating a best-of-breed pedagogical framework what hopefully will see wide
> dissemination in schools, but also will show the way forward for the ed
> tech community as a whole, which I think tends to focus on market share
> more than learning outcomes. What I would like from marketing is some
> mechanism for highlighting the powerful ideas in Sugar that seem to be
> lacking in most other systems so that even if a school decides to go with a
> different product/project, they put pressure on that project to provide
> tools, not apps, collaboration, transparency, self reflection and group
> critique, and responsibility on the shoulders of students and teachers to
> shape their own world. So personally, I find your questions irrelevant to
> my goals.
>
> -walter
>
> > _______________________________________________
> > Marketing mailing list
> > Marketing at lists.sugarlabs.org
> > http://lists.sugarlabs.org/listinfo/marketing
> >
> >
>
>
> --
> Walter Bender
> Sugar Labs
> http://www.sugarlabs.org
> <http://www.sugarlabs.org>
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> ------------------------------
>
> Message: 3
> Date: Thu, 23 Jun 2016 08:50:32 -0400
> From: Dave Crossland <dave at lab6.com>
> To: Sean DALY <sdaly.be at gmail.com>
> Cc: Sugar Labs Marketing <marketing at lists.sugarlabs.org>, SLOBs
>     <slobs at lists.sugarlabs.org>, Samson Goddy <samsongoddy at gmail.com>,
>     iaep <iaep at lists.sugarlabs.org>, Walter Bender
>     <walter.bender at gmail.com>
> Subject: Re: [Marketing] [SLOBS] [IAEP] Fwd: Google for Nonprofits
>     Affiliation Request Sent
> Message-ID:
>     <CAEozd0xOMpSy37sXQweEgYirkZLJULtw6sznvmHS_RTupdKgBQ at mail.gmail.com>
> Content-Type: text/plain; charset="utf-8"
>
> Hi Sean
>
> Sincerel I'm sorry to hear that.
>
> Please do share with us the old marketing strategy, I am keen to see it :)
>
> Cheers
> Dave
> On Jun 23, 2016 7:21 AM, "Sean DALY" <sdaly.be at gmail.com> wrote:
>
> > OK Dave, you're the new Marketing Coordinator!
> >
> > Perhaps it's best that I bow out and become just an interested observer.
> I
> > just don't have the time to explain marketing fundamentals and also
> develop
> > strategy and execution.
> >
> > thanks & good luck
> >
> > Sean
> >
> >
> > On Thu, Jun 23, 2016 at 6:41 AM, Dave Crossland <dave at lab6.com> wrote:
> >
> >> Hi Sean
> >>
> >> On 22 June 2016 at 15:37, Sean DALY <sdaly.be at gmail.com> wrote:
> >> >
> >> > We agree on using Google AdWords, but no work has been done on
> >> communication
> >> > strategy, and although I am thrilled there is interest in marketing, I
> >> am
> >> > also very concerned that more emphasis seems to be on the media rather
> >> than
> >> > the message, and my requests that this be worked on before starting
> >> > campaigns aren't leading anywhere.
> >>
> >> Where you've requested this be worked on, Samson has got back to you
> >> with a proposal document, and there have been comments from members.
> >>
> >> If you want to lead the marketing effort, I think its incumbent upon
> >> you to either ask Samson to go over the feedback he got and use it to
> >> improve his proposal document and share a new version, if that is the
> >> next step you think he should take; or, to draft your own document
> >> that lays out the strategy that you think we ought to be working on
> >> together, and solicit comments on it.
> >>
> >> Do you see alternative actions to take to lead this somewhere? I'm
> >> eager to hear them :)
> >>
> >> If you agree those 2 paths forward would be good, please take one.
> >>
> >> > It's true that I am more interested in marketing to teachers than
> >> recruiting
> >> > FLOSS developers, but with social media it's more important than ever
> to
> >> > have an integrated plan.
> >>
> >> If you want an integrated plan, please work with Samson and myself and
> >> all other members to create one :)
> >>
> >> I am also waiting for a reply to my email asking you to provide links
> >> to the plans written in the past.
> >>
> >> > Dave, if this doesn't make sense to you, you can coordinate marketing
> >> from
> >> > now on, I'm not sure I have the energy to repeat myself over and over.
> >> I can
> >> > only say I know what works and what doesn't, and randomness in
> marketing
> >> > doesn't.
> >>
> >> I don't think Samson and I are opposed to following your lead.
> >>
> >> If you think our approach is 'random,' then please do work on a
> >> structured approach with us.
> >>
> >> Rather, I think what Samson and I are opposed to is inaction; you said
> >> on the call the other day -
> >> https://wiki.sugarlabs.org/go/Vision_proposal_2016/Call_1 - that you
> >> have been "mystified" for the last 2-3 years on how to market Sugar,
> >> that in the early days you developed a good strategy - which I am yet
> >> to read - but a crisis developed in how to get tasks that you think
> >> needed to be done to become completed within a volunteer community.
> >> You didn't do them yourself, and no one did them, and so the marketing
> >> aspects of Sugar have dried up.
> >>
> >> Well, here is me and Samson eager to volunteer and get things going.
> >>
> >> If you want to "assign" tasks to us, we might say that we don't take
> >> orders. Sure. But if you want to work with us to list all the possible
> >> tasks, and to prioritise them, and then to do these tasks yourself and
> >> ask us to join you in doing them, then I expect we will be happy to
> >> join you.
> >>
> >> Samson, do you agree?
> >>
> >
> >
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>
> End of Marketing Digest, Vol 86, Issue 28
> *****************************************
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