Case Study: OpenOffice.org Guerrilla Advertising in the New York Metro Newspaper

Case Study: OpenOffice.org Guerrilla Advertising in the New York Metro Newspaper

Goal of this Talk Describe my project and encourage others to undertake similar local efforts

Describe my project and encourage others to undertake similar local efforts

Why FOSS Needs OOo OpenOffice.org is one of the most strategic FOSS apps right now, especially due to ODF and cross-platform support, that can bring to document creation what Firefox brought to the web in the past few years.

OpenOffice.org is one of the most strategic FOSS apps right now, especially due to ODF and cross-platform support, that can bring to document creation what Firefox brought to the web in the past few years.

OOo's Broader Impact When OOo reaches critical mass, which is clearly starting already, we'll cancel Microsoft's ability to collect 80% profit margins on MS Office. This will “cut off their air supply” (or half of it, anyway), preventing the company from funding activities like their recent putsch to corrupt the ISO.

When OOo reaches critical mass, which is clearly starting already, we'll cancel Microsoft's ability to collect 80% profit margins on MS Office. This will “cut off their air supply” (or half of it, anyway), preventing the company from funding activities like their recent putsch to corrupt the ISO.

2004 New York Times Firefox Ad http://www.mozilla.org/press/mozilla-2004-12-15.html

How Much Could I Do? Small team (me) Working fulltime Short timeframe (about 10 weeks) Minimal budget

Small team (me)

Working fulltime

Short timeframe (about 10 weeks)

Minimal budget

Why Metro ? Metro responded. Each weekday, 330,000 free copies of Metro are distributed to commuters in the five boroughs. Roughly 450,000 people read it, and they represent a young, affluent and savvy demographic.

Metro responded.

Each weekday, 330,000 free copies of Metro are distributed to commuters in the five boroughs.

Roughly 450,000 people read it, and they represent a young, affluent and savvy demographic.

Nonprofit Ad Rates Contacted Metro May 31, 2006 and received a reply on June 2. Nonprofit ad rates = heavy discount. Less than 20% of regular cost, or about $4,750 for a full back-page ad

Contacted Metro May 31, 2006 and received a reply on June 2.

Nonprofit ad rates = heavy discount.

Less than 20% of regular cost, or about $4,750 for a full back-page ad

Fundraising Campaign Online, distributed campaign Used Fundable.org Problems with Fundable Other options: Chipin, that other one

Online, distributed campaign

Used Fundable.org

Problems with Fundable

Other options: Chipin, that other one

Fundable Fundraising

Fundraising Option: Chipin

Promotional Campaign Extremely important and time-consuming Mad Penguin Digg Slashdot Boing Boing Many more Start small, then leverage for larger

Extremely important and time-consuming

Mad Penguin

Digg

Slashdot

Boing Boing

Many more

Start small, then leverage for larger

Leverage Existing Tools Google Groups .mac website: http://homepage.mac.com/bhorst/ (high traffic, more than SolidOffice blog could have supported)

Google Groups

.mac website: http://homepage.mac.com/bhorst/

(high traffic, more than SolidOffice blog could have supported)

Google Groups

SolidOffice.com

Ad Design - First Draft You may have seen it on Slashdot. Not intended as a serious design, just a talking point, but... it was ugly!

You may have seen it on Slashdot.

Not intended as a serious design, just a talking point, but...

it was ugly!

Final Ad Design

Hasan from “Open Malaysia” blog spots the ad at the Staten Island Ferry terminal http://www.openmalaysiablog.com/2006/08/still_in_new_yo.html

Lessons Learned 1. Flexible planning is key. 2. One person can do a lot. 3. Funds can be collected effectively online. 4. Ignore the critics. 5. Can't do it too often—need to sleep!

1. Flexible planning is key.

2. One person can do a lot.

3. Funds can be collected effectively online.

4. Ignore the critics.

5. Can't do it too often—need to sleep!

Measuring Impact Of all the pieces of this project, this one stymied me. Marketers look for quantitative results, but I cannot provide them for this project.

Of all the pieces of this project, this one stymied me.

Marketers look for quantitative results, but I cannot provide them for this project.

Next Steps Ideas: • Facebook Group • University newspapers: important audience, low cost • Share your ideas: “small marketing pieces, loosely joined”

Ideas:

• Facebook Group

• University newspapers: important audience, low cost

• Share your ideas: “small marketing pieces, loosely joined”

Thanks! Benjamin Horst www.solidoffice.com

Benjamin Horst

www.solidoffice.com