‘Til All Are One

Lately, I’ve been thinking more than ever about ways to promote free and open source software to a non-technical crowd. This has largely been prompted by the Education Expo in Sydney, for which I am co-ordinating the Linux Australia stand (Stand F9). Currently on my mind is Open CeBIT, which is right around the corner. I’ve been doing some (fortunately not all) planning for two stands, my employer’s and Linux Australia’s.

Here are some thoughts I have had regarding FOSS marketing. It’s a bit of a jumble, but hopefully it comes of some help.

• Marketing is just structured, methodical, non-rabid evangelism. It isn’t inherently dirty, and it is not synonymous with advertising (advertising can be a part of marketing, but the two aren’t conjoined). We in the FOSS community need to get over the stigma that is sometimes attached to ‘marketing’, so that we may harness it for good and not evil.
• Identify your target audience, then determine what kinds of questions they will be asking/thinking. This is Marketing 101, but it can be easy to lose sight of. While can be good to cast a wide net, being tactically focused can often yield better results. For the Education Expo we have a leaflet specifically for students, and for CeBIT we have one for businesses.
• As a follow-on from the previous point, know whom to keep on-side. While your school/university might be using Microsoft products, that doesn’t necessarily mean that they are in bed with Bill Gates. Don’t assume malice when the more likely reason is simple ignorance or misunderstanding. Writing an accusative article in your student paper might give you a temporary sense of satisfaction, but such a hostile approach is more than likely to backfire on you and cement the Establishment’s negative (or lack of) opinion on FOSS. Try to gently educate, not censure.
• Relevant case studies are pure gold. If you’re dealing with the education sector, talk about successful school deployments, interesting projects like One Laptop Per Child and appropriate devices like the Asus Eee PC.
• Referencing honest, independent studies can be much more persuasive than referring to press releases or vendor-sponsored reports.
• There are some angles that might not directly apply to the target professions/market, but might peripherally be of interest to people. This includes things like the benefits to the local economy and industry, the environment, government and so on.
• Most people either have children, are children or have a soft spot for children. FOSS is great for kids and education, so be able to talk about that! Parents are always looking for ways to get their kids engaged in fun and constructive activities, if only so that they can have five minutes of peace and quiet in the house
• Focus on value, not cost. It might not cost anything to acquire and use FOSS, but people are naturally sceptical of things that are promoted as having no cost (and really, who can blame them?). Leading your argument with “it’s free” leaves people to wonder if there is a catch or if the product is of a lesser quality. To take OpenOffice.org as an example, it compares very favourably to Microsoft Office in terms of functionality and of course freedom. To stress the ‘freeware’ angle is to sell it short, and could leave your listener to believe that it’s just an ‘el cheapo’ knock-off. The fact that many companies (e.g. Sun, Novell, IBM) contribute to and benefit from OpenOffice.org’s development is evidence that it is of a high standard and is of economic value. Firefox is a great example to use, as almost everyone has some familiarity with it. Firefox has benefited greatly from Google and AOL, to name but two major contributors. In turn, these companies have built business models around it (not so much AOL these days, but they are still probably the largest contributor overall).
• FOSS is very pro-free-market, and is in fact similar to the ideal held by many economists known as perfect competition. As already mentioned, Linux has and continues to be beneficial to a very wide range of companies and industries.
• Freedom is vital, but I find that people normally don’t understand if you begin your explanation by talking about distributed development or Software Libre. Start by talking about more obvious benefits, like software quality, rapid development, long-term affordability, reliability and so on. This will inevitably lead people to wonder how this can be achieved, and of course the answer is that it is all Free Software. Then you have your opening to talk about software freedom and the FOSS community, and it will seem much more relevant to your audience. This isn’t a matter of de-emphasising Freedom, but rather a way to prepare your audience so that they can be more receptive to it.
• Of course, there are the age-old arguments versus Windows surrounding speed, viruses, and so on. But it is better to keep the Microsoft-bashing to a minimum. Going off on an anti-Microsoft rant only fuels those who like to falsely label FOSS supporters as communists/anarchists/anti-capitalists.
• Nevertheless, proprietary software is potentially capable of matching FOSS for quality, speed, security, etc.. The one thing they cannot match is Freedom. Freedom is our fundamental advantage.
• Analogies to parts of everyday life can help to make people connect with the ideas behind FOSS. Simple things like sharing and modifying recipes, lending a book, opening the bonnet of your car and remixing music are already accepted (indeed, expected) by the general populace, and have direct parallels to the principles of FOSS.
• Speaking of analogies and examples, appropriate ones are closer than you may think. Just about everyone uses FOSS in some form or other. Firefox, OpenOffice.org, the GIMP, Google, Youtube, Facebook, Wikipedia and Apache are all great examples. There is nothing to be afraid of.
• Mac OS X users are already prolific users of FOSS, as their operating system contains some BSD, Samba, CUPS and more. They are familiar with FOSS without even knowing it.
• EULAs and DRM mean that the software or media file that you just bought isn’t really owned by you. Your rights are restricted and can be revoked at any time. This should be cause for concern for any consumer.
• It might help to capitalise Free Software in documentation, as a means of emphasis and to differentiate from freeware.
• Be honest! Free software is inherently honest and accountable by virtue of being open. We should be using his honesty and openness as our advantage. Remember that there’s a difference between explaining something in an attractive way and outright lying. Don’t make FOSS sound better than it really is. Nothing is perfect, and if you make FOSS sound perfect you’ll likely be met with suspicion. Linux isn’t Windows — it does look an feel different. But it’s not necessarily any better or worse (depending on the particular software in question), it’s just a bit different. If you lead people to think that OpenOffice.org is the same as Microsoft Office, they might rail against it at the slightest difference they find. It’s different, but certainly no more different than Office 2003 is from Office 2007. At the end of the day, it’s about managing expectations — portraying FOSS in a positive light but not creating unrealistic hopes. The last thing we want are a battalion of users disgruntled because they expected FOSS to be able to vacuum their house. Those people will be far less likely to try FOSS again, even years later.
• As a corollary of the previous point, advocacy is about managing expectations. Set realistic expectations and people will be less likely to be disappointed in the longer term.
• Avoid sounding like you’re selling snake oil. Copious use of all-caps, bold text and exclamation marks runs the risk of making your well-intentioned writing look like just another scam.
• Be positive! People don’t want to read bad news, and there’s plenty of good stuff to say about FOSS. Honesty takes priority, but phrase it well.
• Be prepared to fight FUD, but remain positive.
• Free software is more trustworthy. Would you trust your privacy and sensitive data (Web browsing history, e-mail, financial records, etc.) to non-auditable software? Identity theft and other forms of cybercrime are a major and underappreciated problem. The old assertion that nobody would bother to “hack” into your home computer is misleading, as most intrusions are made by bots and worms.
• A picture can tell a thousand words. A video can tell a million. A good screencast works wonders. If you’re running a stand at an expo, have a monitor playing a pile of screencasts in a continuous loop, with subtitles (because people are unlikely to be able to hear anything on a crowded show floor).
• Internationalisation and Accessibility can be powerful drawcards for some, especially those of non-English speaking backgrounds.
• Not everybody loves FOSS (yet), but few can argue against the merits of open standards. Most FOSS is built around open standards.
• Open standards are at least as important as Free Software. Don’t conflate the two — proprietary software can employ open standards. Even if someone rejects OpenOffice.org, I’d feel some solace knowing that they’re converting their MS Office documents to PDF (an open standard) for sharing with others.
• Make it as easy as possible for people to get involved. Hand out CDs or DVDs with software useful to your audience, like Ubuntu/Edubuntu and the OpenDisc/OpenEducationDisc. Don’t expect people to jump ship straight to Linux. Let them get their feet wet first with FOSS apps on Windows, LiveCDs, dual boots and so on. Baby steps are much easier to make than massive strides.
• Welcome people to get involved in your community. Ask them to join your mailing lists. Invite them to your next LUG meeting. Make sure they are fully aware that there’s a vibrant community out there to help them. They can even make friends and employment/business contacts.
• There’s only so much that you can include in a short article/spiel, so be sure to refer to other resources that have more information. Quote or link to sources if you feel they do a good job — there’s no sense in trying to reinvent the wheel. Nobody wants a link farm, though. Be selective in your references so that people don’t feel overwhelmed.
• And finally, keep it short and sweet. I’ve listed a lot of points here, but if you tried to cover them all in one go you will end up with a speech/document that is unacceptably long or lacking in depth (like this one! ). Split them up, or structure them so that the basic message is passed early on, with the rest being elaboration/explanation.

We’ve got lots of good stuff to say about FOSS, but what matters is not so much what we say but how we say it.