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While in Barcelona recently, I got a chance to interview folks from the local blogging community, there were quite a few ex-pats, such as Lennert de Rijk Managing Director Spain, who focuses on Marketing in Spain. He shares his views on online marketing, how the culture and demographics are different in Spain compared to the UK, and other insights. You can find Leonard at this Spanish site called OnetoMarket, or this English version.
What you’ll learn from this video
Find out why companies fail when trying to market in Spain.
Discover which age is still considered “young” (not the same as US)
Learn how search is used differently, and how your SEM campaigns must change
Thanks for bearing with me, the lighting was a bit dark, yet the focus should be on the content.
Tristan Nitot, (his blog on open source in French) CEO of Mozilla Europe talks about how Firefox spread mainly through word of mouth and people just sharing it and advocating it to others. He suggests that the open source initiative first resonated with people, thus spurring word of mouth. They encouraged users to have the software loaded on a portable thumbnail flash drive, and install it wherever they went. Blogs were a big component of how it spread, as well as local communities that would be passionate about their region, self-supporting each other, and spreading the word.
Un traditional web strategies
As you may know, Mozilla hasn’t done a lot of traditional marketing or advertising (except for at least one full page add in NYTs with the launch of Firefox 1.0) and is really relying on social media to spread the tools. Exactly how fanatic is it’s customer base? So fanatic that some users created an actual crop circle and it’s featured all over google images searches, as well as in Google Earth! Or they’ve leaned on the community to create and submit videos (30 second commercials) with Firefoxflicks, some of which actually went on major TV networks, sans production costs.
If you’re looking for stats, you’ll find that Firefox is the second most used browser in the world, and it’s primarily spread through grass roots adoption, against a Microsoft product that comes embedded on many platforms. Users have to go out of their way to download the software, let alone spread it to others.
This is fascinating, if I substitute the word ‘Firefox’ and insert the name of ‘any religion’, it still makes sense. For many, it’s almost as if Firefox is gospel.
(Left: Clever HR ploy or relaxed place to work? Mozilla’s “Beach” must keep vacation requests to a minimum)
Update: My host, Seth has responded from his community blog.
I’ve been an observer of the browser market for some time, since I live much of my awake live within one, and have been privy to interview the IE7 team on their launch, and also have been recently got a demo from Flock’s CEO (my thoughts on the opportunities).
Seth Bindernagel, of Mozilla’s Evangelism team invited me to swing by the Mountain View headquarters, I was in luck, as there were folks from out of town like Gen Kanai (Japan) that I’ve been wanting to meet for quite some time. As soon as I walked in the door, it was apparent these was a very, very savvy web team, so I wasn’t sure how much value I could add. Seth and I discussed in advance that success would be to get the teams to talk about the globalization of the web, how different users share products, and how social media impacts product adoption. You see for Firefox, and other Mozilla products, adoption is often done by customer word of mouth and referral –and blogs empower much of this.
There were a few main topics we hit: From Technographics (how different people use technologies depending on their needs) Early adopters vs Laggerds, and how Marketing and Product teams can improve to listen and talk. For most of these topics, each of the respective teams (Executives, Marketing, User Experience, Analytics, Engineering) had a response, so they were for the most part moving forward.
Each culture shares differently online, and when you’re applying social media products (which encourage sharing) you need to be sensitive to understand if they are: creators, joiners, critics, collectors, consumers or inactives. Will internet users that just consume the web, and just visit a few websites a week be interested in the advanced functionality of Mozilla products?
The web is a fascinating medium, many companies think that by slapping on a .cn or a .de, doing some navigation localization will be enough to get product adoption…rarely is that the case.
Early adopters to laggards
For Firefox, many of the early adopters are the ones that are ‘sneezing’ the product to others, and Mozilla has been great reaching to those folks. But what happens when the early adopter market becomes saturated with Firefox and now the focus has to shift down the adoption curve. Should Mozilla rely on ‘traditional’ marketing and advertising?
Stay tuned, I did a couple of web strategy videos talking about social media, marketing in Japanese and European perspectives, and even how to improve products with community, so stay tuned over the next few weeks for those.
Oh, and one of the employees (was it John?) made some funny remarks how Firefox was the greatest thing for IE6 innovation, do you agree or disagree?
Lars Schwenk, General Manager of Cyworld Europe shared with me what it takes to be a community, we were at Forrester’s Consumer forum in Barcelona.
If you’re not familiar with Cyworld that have heavy penetration in South Korea, (50% of Koreans is a member — and that 95 percent of its target youth market is active –Marketwatch) where it was birthed. Find out his four components of community: Communication, Collaboration, Self-Expression and what he calls “Peeping”. Something I swear I’ve never done.
I asked my Twitter network (over 1700 of them) what questions to ask Lars, and David Berkowitz wanted to know what we could learn from Asia’s deployment of Cyworld and what it means to the United States. If you’re interested in social networks in Asia, I was recently in Singapore and asked their top bloggers (video), two months ago I was in HK and talked to many of the web leaders, check out this four part series.
Cyworld launched in North America yet adoption has been very low, I learned from my travels that social technographics vary by culture, so to simply re skin a website for regions doesn’t work. Web Strategists must understand the people who they want to serve first, one size does not fit all!
Jay Stevens, an executive for MySpace EMEA, was one of the keynotes at Forrester’s recent Consumer Forum conference. He shared with me the value of community, his definition of community (find out what “peeping” is all about) and the opportunities afforded to marketers who use social networks to connect with customers. He gives a few kick steps to get started, a must-know for anyone getting ready, what’s the recommendation? Get a strategy.
I also was live blogging his presentation Marketing in a Networked Culture if you want to get more in depth information, thanks Jay for your time.
Having just returned from the airport a few hours ago (I was on 6 flights in 10 days) it’s good to be back. It’s rare I post a personal post, but I had such an amazing time in Barcelona, I feel compelled to share.
I was busy working most of the day at the conference, so I only had time to go out at night. Fortunately, Barcelona’s culture is designed for night life, after work, I have drinks and tapas, take a nap, get cleaned up, then headed out (such as the Barcelona Blogger Dinner). Coincidently, on my second night out we ended up at the same restaurant we were at the night before, although we sat outside.
The last time I visited Barcelona was on my honeymoon, so it was really great to be back, it’s always great to explore the old gothic old town, see the cathedrals and Gaudi architecture.
I’m often teased for the amount of pictures I take, as I recently broke the 20,000 mark in Flickr, I use images and video to record where I’ve been, and sharing with others brings us closer. Often, when I go to events, people will tel me “I saw your photos at X” and we’re instantly able to strike up a conversation as they share their own experience at the same place.
If I could go anywhere in the world next, I’d go to Dubai to visit my new friend Ahmed, that’s an amazing city, I could spend a month wandering around taking photos.
If you’ve been to Barcelona, leave a comment, or share a link to your photos or posts, I’d love to hear. Also, if you know of any ‘authentic’ Tapas places in the SF Bay area, I wanna know. There’s Iberia restaurant in Menlo Park, pretty good, although it’s on the expensive side.
Video: How to pour beer –German style
Although I’ve poured many a beers in my life, Axel my German friend, teaches me how to pour a beer the German way: