Spread Persona - Marketing Challenge

[Laura]

Hi There -

"Let's think differently about data and build a world where the collection of data about me lives under my control. Let's create the building blocks so you can be the center of your online life." - Mitchell Baker

For those of you I haven't met yet, hello! I'm Laura Forrest and I'm a part of the Product Marketing team here at Mozilla, focusing on Mozilla Persona, our identity solution.

As you know - Persona is a relatively new product, however, development is happening rapidly and we're aiming for a more public Beta milestone mid-June.

As part of that launch I'm interested in soliciting ideas to help "Spread Persona" similar to the amazing community campaigns used to spread Firefox. As part of that I'd like to extend this challenge to you!

The Challenge: How can we raise awareness about Persona? Specifically, how can we extend some sort of scalable tool to help Persona enthusiasts spread awareness and demand of Persona to an even greater audience?

In terms of the target audience think of early adopters interested in the concept of "owning their online identity" or Web Developers who may be interested in using the underlying Browser ID technology.

Background: Creating an overarching identity system for the web is an ambitious goal. It's also incredibly compelling, and is something that many people - myself included - are interested in and passionate about. Let's leverage that passion and look for ways to help spread adoption and awareness of Persona within our local communities.

Sample Ideas to get you thinking!

- An educational comic strip about how Passwords are inherently broken, and how signing in using a Persona is easier and more secure (idea from MozCamp LATAM)

- Launch a landing page with a form letter people can copy/paste and email the sites they sign in to most urging them to use BrowserID

- Create a online petition (a la "Markup") where people can sign a petition opting for an online world where Persona exists

My blog post for more background:
http://forrestthroughthetrees.blogspot.com/2012/04/how-to-spread-persona.html

What do you think? What would make sense to your community, in your locale?

I'm interested to learn more about what you think resonates most, with the aim of launching one campaign within the next two months.

Regards,
Laura

[Robert Kaiser]

Laura schrieb:

> In terms of the target audience think of early adopters interested in the concept of "owning their online identity" or Web Developers who may be interested in using the underlying Browser ID technology.

The general FLOSS community surely contains a lot of people who
sympathize with those ideas but who are also often very technically
sophisticated and questioning the protocols in-deep.
To win those, we need good explanations (that are still easy enough to
understand, and that's the challenge) of why Persona is technically
superior, why it enables less or no user tracking, and all that with
technical precision.

If we can win those people, they surely can act as peers spreading the
word more widely - just like there was a significant influence of those
people in spreading Firefox initially.

Still, getting that material simple to understand while technically
correct and precise is surely not an easy job. ;-)

Robert Kaiser

[Laura]

Thanks Robert. I agree, gaining "mindshare" within communities like FLOSS through clearly displaying our technical credibility will be key.

[Patrick Finch]

This looks like the main opportunity in the first instance to me. The
proposition to a user rests on 2 legs, as far as I can tell:

1. the inconvenience or insecurity of managing passwords

2. specific advantages over other login services such as Facebook
connect, where the user will wish to retain control over what they do.


Empirically, #1 is a crowded field with a lot of solutions in the market
and we do not necessarily offer the best experience yet, and #2 is less
obvious to users who will typically articulate they want privacy but
will often exhibit behaviour motivated by convenience and the market.


Patrick

[Percy Cabello]

Hi

On Wed, May 2, 2012 at 1:37 PM, Patrick Finch <pfi...@mozilla.com> wrote:

> On 5/2/12 6:22 PM, Laura wrote:
>

> This looks like the main opportunity in the first instance to me. The
> proposition to a user rests on 2 legs, as far as I can tell:
>
> 1. the inconvenience or insecurity of managing passwords
>
>

Or to put in a positive way, the ability to have a single, really strong
password to access many sites. There is of course the downside that
cracking a single password would get an attacker access to every single
service I use it for. We must address this "single signon" concern. Perhaps
there are studies that have found that the risk of attack in this case is
minor than a wide variety of weak passwords? If we can deliver a message
that openly addresses these concerns it could give us advantage over
competitive service if only for openly talking about this.

2. specific advantages over other login services such as Facebook connect,
> where the user will wish to retain control over what they do.
>
>
> Empirically, #1 is a crowded field with a lot of solutions in the market
> and we do not necessarily offer the best experience yet, and #2 is less
> obvious to users who will typically articulate they want privacy but will
> often exhibit behaviour motivated by convenience and the market.
>

> The thing here is that the message is usually very vague "Facebook doesn't
respect your privacy". If it is the case, then we should be able to point
to documented cases if available, or at least to specific sections in FB's
or other services' privacy policies concerns, aggresive default options,
data silo-ing cases. We need to make the case tangible.

Percy


>
> Patrick
>
> ______________________________**_________________
> Interested in promoting Mozilla? Check out the Mozilla Community Marketing
> Guide: http://contribute.mozilla.org/**Marketing<http://contribute.mozilla.org/Marketing>
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>

[Laura]

Thanks Percy!

To add some creative fodder to the mix, here's an example of how Duck Duck Go makes privacy benefits tangible: http://donttrack.us

[Laura]

[Rubén Martín]

Hi,

Maybe a nice page (like the donttrack.us one) and a video explaining all
this stuff would help people understand it.

Regards.

--
Rubén Martín [Nukeador]
Mozilla Reps Council Member
http://www.mozilla-hispano.org
http://twitter.com/mozilla_hispano
http://facebook.com/mozillahispano

[Robert Kaiser]

Patrick Finch schrieb:

> #2 is less
> obvious to users who will typically articulate they want privacy but
> will often exhibit behaviour motivated by convenience and the market.

And that's exactly why I think we need to try hard to loop in the
existing FLOSS community as a lot of the people there already understand
the privacy messages there and are able to help us spread it to people
they know. Same with people / organizations rooted in civil rights and
such areas touched by the privacy messaging and having knowledge in that
field.

Doesn't mean that they should be the primary target, but next to having
material that is as easy as possible for non-tech people to understand,
we should have enough material to give those people all the details to
convince them far enough that help us spread the message.

Robert Kaiser

[Majken Connor]

Let's start with getting a really good technically worded document that
explains Mozilla's goals and hopes for the project. Then people can help
pull pieces out and reword them to make them easier to digest for different
levels of user. A slogan we can use to promote it and make our own
materials around I think will help with word of mouth as well. using the
same tagline can help individual efforts feel more coordinated.