Propaganda! (acquisition advertising and marketing)

Greetings to you, super Firefox propagandist! 

This is an exciting and challengeing time to be in the browser business.  There are more choices than ever (great for users!) and increasing competition from the big kids on the block (Apple and Microsoft).  In the months and years ahead, Mozilla and its passionate community will need to be able to reach out to new people in new markets and persuade them to join the ranks of millions of other satisfied users of Firefox.  We'll need to be effective story tellers, evangelists, trusted advisors, and maybe even a little mix of salesperson -- in effect, great "propagandists."  This group's mission will to create and launch programs and tools that will help us do this. 

In short, this group's focus will be on getting new users to try Firefox, and ultimately, getting people to continue to use it.  We'd love to hear your ideas and strategies for helping us to reach out to new users through creative programs.  Some of the focus points of this group and questions we hope to answer include (but will not be limited to) the following:

• What are some "big" ideas that we can come up with to really move the market-share needle and move Firefox closer to our market share goals?
• What are the new trends in  marketing and promotions that may be great to incorporate into a Firefox program (whether an online program or offline).
• How can we take the core Firefox messaging and come up with campaigns that incorporate this messaging? 
• What are some groups that we should reach out to with marketing programs? And how do we encourage them to try Firefox?
• How can we design engaging programs for use in International markets?  What messaging works best in communities in different parts of the world? 
• What are the best ways to measure the success of our marketing efforts?  I'll plan on posting data from past campaigns that we can take a look at and use to craft even better programs moving forward.
• Are there ways we can engage people through offline channels (e.g., "old media", on the street, through the air, under water)?

In addition to discussions about programs that are designed to attract new users to Firefox (referred to as acquisition marketing), we'll also touch on ways we can encourage existing users of Firefox to stick around (retention marketing).  What are the touchpoints on the Mozilla site that we can improve upon to surface features and functionality of Firefox to encourage users to not only use Firefox as their default browser, but encourage evangelism?  How can we encourage people to use add-ons?

 Please share your ideas!  And check back often for updates and discussion on current and future programs, and past results.  Thanks for being a Firefox propagandist!