Matthew Revell

It feels as though Ubuntu is shedding its old skin. As it grows in user numbers, scope and impact, the project has the same spirit but is subtly adjusting.

I think now is a good time to think about how we communicate. Ubuntu has set new standards for collaboration, community building and good communication, both internally and with the surrounding world.

We’ve won a “taller than Ronnie Corbett” competition, though: free software projects struggle with communication and, while we’ve improved greatly on the previous norms, I think most Ubuntu members would agree that we have some way to go.

So, what do I mean by “communication”?

I’m primarily interested in Ubuntu’s contact with the outside world: from the main Ubuntu website, through to persuading HP and IBM that Ubuntu is the Linux distribution they need to work with.

In some ways, the divide between internal and external communication is artificial. However, for now I’ll leave internal comms to Jono and others who have more experience in developing internal project communication.

Who is Ubuntu?

Before we can think about who we’re going to talk to, it’s worth thinking about who we are. Who do we mean by Ubuntu?

I think we can identify a few groups who each have different things to say, create certain expectations in their audiences and so on. Each group has plenty of crossover and this is no more than my first stab at a rough list:

• Ubuntu’s “stars” - mostly developers, not all of them Canonical employees.
• Ubuntu developers.
• Ubuntu members.
• Loco teams.
• Other non-development teams.
• Ubuntu non-member enthusiasts.
• Canonical as a company.
• Canonical staff.

If we were to agree on such a list, what use would it be?

In developing a strategy, we can play to the strengths of each of the groups that we identify. The stars - Mark Shuttleworth, Matthew Garrett, Scott James Remnant et al - are ideally placed to shape opinion through their individual blog posts, talks, etc. Whereas individual, less well known, Ubuntu members offer a barometer of current community thinking, as well as making important contributions to the debate of the moment.

Each part of the Ubuntu community has its vital contribution to make to the project’s communications.

Who are we talking to?

The recent X.org breakage highlighted the variation in communication expectations and needs between different audiences.

Luis Villa emphasised the importance of blogs belonging to prominent project members. Other members of the Ubuntu community may look to the ubuntu-users mailing list or the forums. More than likely, the majority of “ordinary” Ubuntu users would seek information on Ubuntu.com.

Even this fairly limited example shows that we need to consider how we get our message to people, based on their expectations. We need to go beyond what seems obvious or most natural to us.

The Ubuntu community has done an excellent job of speaking to its immediate neighbours. As a community, we naturally communicate best with the rest of open source community. Ubuntu has already moved far beyond the typical free and open source software community.

Collaboration between Canonical and the rest of the community

My experience, as a member of the Ubuntu Marketing Team, tells me that it will only be with Canonical’s involvement that we’re able to improve the way the project communicates. The guys at Canonical are eager to collaborate with the community on areas, such as this; we, the community, now need to step up.

Whether it’s through press relations, the main Ubuntu.com websites, traditional advertising, or whatever methods are most appropriate, the Ubuntu project now needs to build on its excellent software and community and improved communication is a major part of where we need to go next.

I hope to write more on this subject over the coming weeks.