Results for articles with tag 'mozilla' (4 total)
06/12/2009 05:01:48 PM 
Three stories about participation
View more PDF documents from Paul Kim.
Posted by Ed Cotton
10/16/2008 04:08:42 PM
1. Briefly describe your position?
I'm the VP of marketing for Mozilla Corp.
We work as part of a global open source project to make Firefox.
Mostly, I try to stay out of the way of an inspired team of marketers working in partnership with a worldwide community to spread the word about Firefox.
2. What, in your opinion, has changed for brands in the 2.0 world?
The poles that immediately jumped to mind for me are "I'd Like to Buy the World a Coke" and "Line Rider".
Classic branding reached a kind of apex in 1971 with the Coca-Cola "Hilltop" ad -
"Hilltop" rolls up multiple strands of an era that is receding for brands: concentration of audience and attention, advertising as entertainment, and implicit upleveling of professionalism over word of mouth.
I can't think of a better counter and illustration of the structural changes 2.0 has introduced than "Line Rider". A Flash-based physics experiment spreads through the global network to spawn a subnet of participant generated content, a commercial enterprise, and a 2.0 brand sui generis.
- 25K Line Rider videos
The core of 2.0 is continuous, realtime and actionable feedback loops.
As the pre-2.0 lag between idea and response shrinks, we'll see the rise of unpredictable, resonant brands that validate themselves not through multi-million dollar traditional campaigns, but through the trackable, grassroots support of individual humans, enstatiated on the web.
3. What have been Mozilla’s most interesting marketing efforts and why do you think they worked?
There is a line from the launch of Firefox to today that rests on co-opting traditional marketing models and opening them up to participation by our community.
The three campaigns that come to mind:
New York Times Ad. 10,000 Mozilla community members donate over $250,000 in a week to fund New York Times ad to launch Firefox 1.0
Firefox Flicks. A contest to deliver community generated 30-second ads for Firefox (inspired in part by MoveOn's Bush in 30 Seconds contest and Butler Shine's Converse UGC campaign). Over 250 submissions; tens of millions of views on video nets.
Download Day. Rallied the Mozilla community to drive awareness for the launch of Firefox 3 with a campaign to set a new Guinness World Record for most software downloads in a single day. Exceeded our goal of 5M downloads with a final tally of 8M. Campaign lived on the web, was global, and provided a satisfying mechanism for individual participation in a collective effort.
4. How can old school brands become more 2.0?
Listen, share, adapt, be open and give back.
At the edges, reimagine your business down to its DNA (for much, much
more on this topic, read Umair Haque at http://discussionleader.hbsp.com/haque/
5. How do expect the economy to impact people’s relationship to brands?
My hope is that the current economic environment, as fleeting as it may be, reinforces the need for sustainable living.
How this filter influences brand relationships isn't clear to me yet.
I'm optimistic about a rebalancing in the relationship and interaction between human and brand(s) in the years still to come.
Posted by Ed Cotton
08/04/2008 08:55:00 PM
They made a film, shown below. to introduce the concept and show how users might access, share and collaborate with data found through their browser.
The concept demonstrates interesting ways to seamlessly integrate data elements into conversations, that previously would have involved many different steps.
It gives us a glimpse at the potential of a new internet future, which has massive implications for the way in which brands use the web and interact with their users.
Aurora (Part 1) from Adaptive Path on Vimeo.
Posted by Ed Cotton
07/14/2007 09:10:07 AM
An event hosted by the always energetic and inspiring David Kirkpatrick.
David and his Fortune crew had managed to bring together an incredible group of people for Day 2; including; Esther Dyson, Chris De Wolfe of MySpace,, Vince Cerf of Google. Michael Jackson of IAC, Bruno Wu of Sun Media, Terry McBride of Nettwerk Music, Mitchell Baker of Mozilla, Shane Robison CTO of HP, Rob Glaser of Real Networks, Jimmy Wales founder of Wikipedia and Mark Hurd CEO of HP.
On Day 1, Richard Dawkins, the father of the “meme” spoke, quite a coup.
Some of the most interesting conversations on Day 2 revolved around the challenges of corporate culture, social networking and the increasing power of users.
The Challenge of Corporate Cultures
It was widely recognized and discussed that culture is one of the biggest challenges facing incumbents and companies that are on fast growth tracks. The bigger you are, the harder it gets to be disruptive.
Collaboration and acquisition are potential solutions around this problem. There was also Cisco’s John Chambers who wowed everyone on Day 1, with his radical solution; invert the corporate pyramid.
Some other soundbites on the topic:
“To talk to anyone at Google these days, you need to talk to 2 PR people who are likely to say “no”, just because they need to be seen to be doing their job”
David Kirkpatrick
“The majority of the smart people in the world don’t work for you.”
Bill Joy (Day 1)
“The most important thing for large organizations, is to get out of the way of themselves”
Micheal Jackson- IAC
“My Space is too busy building 10 new features, to be disruptive.”
Chris De Wolfe-My Space
Social Networks and User Power
Huge themes, massively disruptive and incredibly powerful; UGC is redefining the meaning of media, social networks have the power to change the commerce model and to undermine advertising. There’s a desire for consumers to be active participants; they want to go beyond consumption.
Social networks already have the power to allow users to share ideas about new products, new music, etc and it's just a matter of 6-12 months before they become commerce enabled. Users will be able to transact and converse all within their social network. Network members will also become recommenders and might even get compensated if their reommendation leads to a transaction (difficult area!).
Shane Robison of HP referenced Second Life as an interesting example of how commerce was developing at a peer-2-peer level.
Nettwek Music's Terry McBride explained how his company was using fans to do a lot of the promotional heavy lifting and grassroots marketing, that record companies no longer had the bandwidth to accomplish. One of his bands now has 100,000 fans in its national street team network.
Mitchell Baker of The Mozilla Foundation (the folks behind Firefox) explained how its community is the most important thing. Mozilla is an open-source organization generating annual revenues of $60 million with the help of 10,000 volunteers. The importance of making your community the No 1 priority was echoed by Wikipedia founder Jimmy Wales.
Overall, Day 2 of imeme was a reminder of the incredible impact the web, but, of course, it wasn’t a conference about the past, the message I took away is that we haven’t seen anything yet. Get ready for more disruption, more participation, more legislative challenges and more threats on our identity and security.
Posted by Ed Cotton
Articles for tag mozilla (4 total).