 Okay, so let's start, I'll pass the e-mail, guys, let's talk. So welcome to my presentation about Fedora Swagg, so my name is Irie Eismann, and I'm the most style-advanced hero in Fedora, and my tip to this talk is that I've been responsible for Swagg production mostly in EMEA for the last couple of years, so I've produced tons of Swagg for Fedora, here's Eismann, and today I'd like to share a few ideas about what we could produce in the future, and also what we are producing right now, how does it fit in our strategy, how it helps us, and so on. So first, I'd like to talk a bit about strategy, how Swagg could be a part of overall strategy, because right now we have pretty much well-defined target users for Fedora flavors, so for Fedora workstations those are mostly like developers and students, and in some larger sense those are people that produce stuff on computers. Also the council has set some strategic objectives like focusing on the universities and students, but still the Swagg is pretty much producing the kind of chaotic way when people go to our designers and say, hey, I've got a great idea, just make a design for that and let's produce it, and no one ever thinks about if it's useful for other marketing, for other branding, if it has any impact on our branding, or if it has any efficiency in terms of converting users to contributors or getting new users for Fedora. So first, I would like to speak a bit about target audiences for the Swagg we produce, because we've got two distinguished groups. First one are current users, so those are people who already have some relationship with Fedora band. Those are people that have been using Fedora for some time. Most of them, of course, think that Fedora works, so they like to show that they are associated or affiliated with the band. And those people are usually asking for the Fedora branding stuff, that means that they can put a Fedora sticker on the computer, that they can wear a t-shirt with some kind of Fedora user or something like that, and that wear just solely branded stuff works. Like you can give them stickers with just Fedora logo, and that's what they want. It doesn't have to care any information about Fedora, because they are already quite familiar with the project and with the system. And they are also willing to pay for Fedora branded swag. I don't know who has been to force them in Brussels, for example, and who has staffed the Fedora booth there. I don't know. So we always get a lot of people that go to our table, and they say, do you have Fedora t-shirt? I've been using Fedora for the last 10 years, here you have my money and give me the t-shirt. But the thing is that Fedora doesn't always have a legal entity, so we can't always sell stuff, because we don't have ways to receive money. And then they put Fedora sticker on it, right? Yeah, that's been a struggle, because we haven't been able to produce more expensive stuff, like hoodies, polos or t-shirts, because you can't really give those away at conferences in larger quantities. And we can't really sell it, because our legal entity is ahead, and we're not interested in selling swag, so call it a run. Fortunately, the head-head has opened the official head-head store, which still has kind of limited selection, but it's at least the first step in a good direction. Well, we've been promised that if it proves to be working, that they will try to expand this to other regions, because nowadays it's just limited to North America or just the U.S. I don't know if they ship to Canada. You can get some of the things shipped to other parts of the world as well, but those are just the stuff that is not imported in the U.S., so you can't really export it. Also, if you happen to know a red-head employee in your country, think of that store while they can actually ship it anywhere with those red-head employees. Oh, okay, I do know. If you can't send it, you can't go to your friend's lab for you. That's not a big deal. Another thing, I know Ginnich stickers.com, which is global, I think they're based in Europe somewhere. The spy is talking with them about reducing the global sell in the U.S. sway in return. That would be really nice. It's not the final idea, and that maybe shouldn't be the case. There is a good stuff store in Europe as well, I think based in Germany that I think could also be used, because for the official federal store, we also use the good stuff store of a red-head. So that's for the current users, and then we've got a subset of current users, and those are contributors. So we've got one contributor here. Let's call him, for example, Matthew. Small subset you've got there. Yeah, so this is an important subset of the current users code. And we often forget about them, and we shouldn't, because I've got an experience with producing swag for contributors. The first one was Fedora 19, Sharing Girls Get T-shirts, and the second one was this T-shirt, Ten Years of Fedora. This one was sent to nominated contributors. They didn't have to be active at that time, but they had some significant contribution in the first ten years of Fedora, and we had a great response to this. A lot of people were extremely happy about that, but they were surprised about that. It was quite difficult to pull that thing off, because it was Gabriella who asked all the teams in Fedora project to nominate people. Then he collected the addresses. Then in the office we packaged all the T-shirts and sent them out. It was also a bit long short, because we've shifted pretty much all over the world. Sometimes the packages just got lost, so we had to send them. But in the end it was a big success. I think it's a really nice touch for the contributors when they, for example, get a T-shirt as a cognition for the contributions to the project. I'd love to do this again, and I think it's really important to do something like this for contributors. We shouldn't forget about this group. The second large group of users of our swag are potential Fedora users. I think this group is quite different from the first one, because the swag for them should be also quite different. Those people, they should be not. They are not very interested in Fedora-banded staff, because they have no relationship with the band yet. Imagine a person who goes to some open-source conference and ends up at the Fedora table. For this person, the Fedora logo is just some weird variation of Facebook logo. It doesn't make a lot of sense to give him just a sticker, because such a sticker is not even an incentive to try Fedora. Well, it could serve as a reminder if he or she finds it in a bag at home, but not really a good reminder. It doesn't carry any information. It doesn't even carry URL or whatever, even the name of the project or the product. I think that the solely Fedora-banded staff is not very suitable for this large group of users. On the other hand, they still want to learn about Fedora. They don't have any information. They get some introduction at the Fedora table, at the conference, but they would like to find more about Fedora and then potentially try it. What we produce currently, so I'm going to walk you through what the most frequent swag we produce nowadays. It's typically stickers. Those are pretty much all the basic stickers we produce. This is like Evergreen. We've been producing for years, the big Fedora logo. Then we also produce case badges that are powered by Fedora. You can somehow imitate the Windows stickers, the vendors put on laptops. Then with the introduction of Fedora-flavours, we also produce Fedora-flavours stickers. Those are also quite popular. I was actually quite surprised that the server and cloud stickers are relatively popular to workstations. Workstation is still the most popular, but server and cloud are also quite... It could be. I think it's like 50% for workstation and then 50% for the rest, pretty much. One sticker we need is something to cover the windows. That's what I wanted to talk about. I don't have a picture of it, but you can check it on my laptop because I have it. That's the newest addition to our stickers. We produce that just recently. People have been asking us about this for a long time, but they just want to cover the windows logo on the keyboard, so we finally produced that. Now we can have a tiny Fedora logo instead. We produce that. We have it in EMEA. I just need to spread the information about the purpose because we started packaging it. Then I mentioned that at one of the Fedora ambassadors' meetings, some people were like, oh, so it's for the keyboard or the windows key. When I got it in the package, I was wondering what are those tiny Fedora stickers. We have it as the newest addition. Another thing, this is what we don't produce anymore because I think it would drive more crazy if she saw it because it violates a few... A lot of Fedora logo guidelines. Those are produced by Niku a lot of many years ago. The thing is that people still ask for them and I still think we should have some kind of sticker sheet with different kinds of Fedora stickers, especially the certificate of Auckland. It's making fun of the certificate sticker for the windows. It was quite popular. What? Actually, there is a note that it's not actually required, but it was still the same. It didn't change, of course. Is it an animal number? Yeah, there is a number. You need to ask Niku. Maybe there is some hidden meaning in it. Then we also produce buttons and pins. Those are the buttons. We have also been producing them for a long time. Pins are quite similar, they are just smaller and they have some kind of needle that you stick it in your body. Well, actually I saw some girls using it as earring. So you can actually stick it in your ear. There you are. Don't try this at home. Yes? Once we had four things, was there a possibility to make these ones? I think it will be cool because it's white and it's colourful. Well, I have a company with those. I can send you the basic garbage. Yeah, of course. And the last thing, the common thing we have for users are DVDs. Yes, we still produce DVDs. Still, some people want them. A lot of people want them for their collections. I've got a collection of federal DVDs from federal 5 until now, federal 22. We're making the usage for actual installation of federal DVDs. If you put just empty of black DVDs inside, I have nobody in the world. At some point. We still look at it from the point of view of people living in Europe or North America, but there are still countries where they actually use of DVDs because they did the connectivity, spectaclty and so on. Still, I produce right for IMEA and IMEA also includes Afrika in Middle East and those people still acquire DVDs. But yes, in the developed world, they use for DVDs. It's very little nowadays. Anyway, the DVDs also serve as a kind of incentive for the people to, you know, when they bring it home, they just want to try it. Well, if they don't have a DVD there, there's still a federal URL, so they can go to our page and download it and put it on the USB stick. And if we lose DVDs, then we don't really have any other spec with that kind of information that could lead the user to Fedora, to install Fedora. But I'm going to talk about it a bit later. So now I'm containing the part with swag ideas. So first, t-shirts. I already spoke about t-shirts for content users. So I would rather have to produce Fedora t-shirts again, like, my experience is that people mostly prefer blue t-shirts, like we've been producing black t-shirts for a long time because you can put pretty much any color combination, except for black, of course, on it. And it works on the other hand, people like Fedora as blue as the main color and people just prefer wearing blue t-shirts because they can recognize from distance that they are not Ubuntu fans. So that's why that was one of the reasons why the 10 years of Fedora t-shirt was so popular, because it was blue and it had big Fedora logo on the front. And I would also like to produce user t-shirts for, like, long-term users, as I mentioned, when someone who's been using Fedora for a long time is or she's, like, very enthusiastic about it, that doesn't mean they would give the t-shirts away to anyone, but if you have a conversation for, like, 15, 20 minutes with someone who is, like, very enthusiastic about Fedora, then you can just take and give him the t-shirts. So we have, for example, 50 t-shirts for the hopefuls then that would still satisfy the long-term users and it wouldn't require a lot of resources from a web budget. So that's also one of the ideas I would like to implement, to have some limited number of t-shirts that we could give away to, like, a long-term users. Yes? Yes, for these two things, you know, on your slide, do you think that should be the same shirt or different ones? I think it's the same one. The same one? I am not sure. Like, if you want to be recognized as a contributor I think that it should be something special. I think there is still a difference between contribution to Fedora and spending 15 or 20 minutes at the booth and being enthusiastic about Fedora. If I make one nice and like 100 t-shirts, or how many t-shirts? Yeah, but one could be, like, for example, like Fedora contributed, the other one would be like Fedora himself or something like that. I know the design. Too bad none of the designers is here, but yeah, something like this. But I still think that the t-shirts that are for contributors should be just for contributors. And also, Matthew had a good idea about how to limit the t-shirt giveaway. For example, for big events, we've got special event badges. So some people, for example, had forced them to come to us and we had the papers about the information how to get the badge and people who didn't know anything about Fedora badges asked what it was about. So we explained them and it would be nice to have some follow-up, for example, to tell them, well, if you come back here, like during the conference and you show us that you've created a fast account and you got this badge as your first one, then you will get a t-shirt. And then we could actually know what people signed up at the conference in the fast system and for that badge and we could actually tag them later and see, after like, for example, six months, if this person somehow followed up and got more involved in Fedora, got more badges and that actually this thing worked, that we got like a new enthusiastic user or even contributor. I'm thinking that because those are long. I tried to do this at the Red Hat Summit and it was just too much of a pain, and I'm understanding it going back. We're keeping our t-shirts in the course and not sort of whatever. I don't know, but for some people, we have plenty of that possible. I'm not so optimistic about that being an example of Fedora later, but it's worth a try and then if we drag the users and we put GPS on later in the t-shirt, I mean... I understand. And we can check later and see if there was a costum. We gave out 50 t-shirts and we have 50 that pass accounts with costum on the badge. We say, okay, this was a bad idea. And if we had at least two users who actually got at least two other badges or I don't know, Karma, and Courtney and Ness, then it probably was worth it. I don't know. Why should it have to be free? That's what I mentioned. Fedora doesn't have legal entities. We can't really sell it. Well, our legal entity said had and I've had this not really interested in selling t-shirts at conferences. So that's been our struggle for many years, that we can't really produce and give away more expensive stuff because it directs a lot of money from our budget and we can't get any income. No. Well, now we've got the official Fedora store, which is signed by Decompany that also owns that head store. But that's the only way. Yeah. And so that's run by Staples and either Red Hat nor Fedora make any money for it. So at our cost, but obviously Staples is making some money and it's not really ideal, but it's a way. Okay, so. Yeah, okay. Let's move on. Sorry. Okay, so. Okay, so. So then the flyers, like there was a heated discussion on the market. It was a marketing mailing list that people... There were two groups, one was me and Ankur and the other one was pretty much everyone else. I argued about if we should produce flyers and I still think the flyers make sense and they make sense for the potential users. Because as I said at the beginning and I work with you through all the stuff we produce, it's all about just Fedora branding. Except for the DVD, it doesn't make any information that that person can bring from our table to home and make him to install Fedora. So I think the consensus in the end was that we should or we'd like to produce at least the Fedora flavor flyers. I don't really know here about very close to that, so I don't think it's consensus. Flavors are the Fedora workstation cloud and server. We can't call them flyers anymore and so I don't know what the additions are. Editions, okay. Yeah, so to part of Red Hat's value proposition that they've offered to it's from the story that they give to users of RHEL, that Red Hat adds value by taking open source projects and creating products. That's part of the narrative that's very important as whole. I think a lot of people like to mention that important distinction, but so I didn't feel like it was going to be a big deal, but when it got to a certain level of visibility and it felt like it really didn't like actually for us to please stop using that word and they're excited of the things to fight for in Fedora if we want to. There's a little behind the curtain. Yeah, but the reason why I'm in favor of flyers is that we don't really have any other collateral that carry any information. I remember that several times I got into the situation when I actually had to write URL to fedoraproject.org for a user because we didn't have anything that would give him this information. So we have stickers, we've got a bunch of stuff with Fedora logo, but we don't really have anything for the potential users. So and I think the flyers may not be ideal, on the other hand I've got, for example, experience with the first Fedora cloud flyer which was done last minute and the design was not ideal. On the other hand, we painted on like heavy, nice paper and for example, LinuxCon Europe, it turned out much faster than any other sticker or whatever on our table. That's definitely, but it's somewhere in between, it's already for like a bit expensive users because you can't really expose the system control commands to like new Linux users. That's just about the forum, right? That's the second time someone mentions Pakistan. That's actually second time today. Anyway, this is the thing I'd like to see back definitely the thing is that no one has really updated it since we switch to system D, so many of those commands are already outdated. Definitely, those would be nice. Let's move on. That's actually a good idea. I was actually thinking about that as well, that we could have something for already existing users, but like something that would make them switch to contributors to show them the ways how they can contribute. Maybe some Yeah, but it's definitely something to have for the existing user base, but not only like federal learning, but that's something that would help them switch into a federal contributor. That would be also a nice idea. Anyway, I mentioned during the slide about DVDs. So DVDs are going away, we discussed that. USB sticks should be their natural success. So, yes. We were present at a good point about it. Let's take it, we let test them how it works with USB sticks as they made use. We made them in a brilliant position. We will look for the cost and maybe we stop producing with USB sticks, but it is anyway for us a problem to distribute them in USB sticks which we can then update by ourselves. And my people just reach it as a wish and then we have a number we can put in EMEA and in Latin America. But I've got many problems with states first. We are sometimes more expensive. I've done currently large research, not only me, but a lot of other and we haven't found I mean a USB stick from a reliable source that was cheaper than five dollars. The DVD we produce is for 35 cents. Even the keys was more expensive than the DVDs. Yeah, yeah. So, it's only like 10 times more expensive and I think it's that the cheapest the price is not going down the other the capacity is going up. So, instead of like a few years ago the cheapest ones were one gigabyte, now it's then it was two gigs, now four gigs and so on. The minimal price is still the same, the capacity is going up. So, I don't really have a hope that the gap between the price of DVDs and USB sticks is going to be smaller in the future. So, that's one problem, another problem is that USB sticks are not reliable. If you buy the cheapest ones, even from DVDs and source easily one out of five is bad, it's not working. And also another problem is it takes too much time to throw them with stuff. I don't know if any one of you have ever loaded Fedora on USB sticks. I've done it several times, I think the largest batch was like the USB sticks and it took me it was the job for like one or two days. And usually the cheapest ones are also really slow. Other companies that will load, they will load any time to the USB sticks. For example, the company that produces DVDs for us also offers USB sticks and they have a series that you can give them the content and they will load it on it. I was wondering if there's a cheaper possibility, I don't know such a thing exists of a USB ROM. The only way to get it cheaper would be to pay more. USB ROM would be more expensive in these days. The SD cards could be a bit cheaper but not that much. And then we also explored the... Before the key devices that are just the chip which is on the front of the USB key and then you can only know it's a little bit of data where you thought okay let's put the URL where you get the ROM and even this one was more expensive. Everything were on the paper actually. That's the thing that it's not an installation. You put it in your USB and your browser opens and goes to you so you don't have to type. Anyway, what was the question? If you have something with very low capacity and I don't know how low capacity you go with the USB stick. So it's like 200 bags. Like that install. That's what I mentioned a few minutes ago. The capacity goes up but the price is the minimal price is still the same. That's the problem. It's not like you would have one gig USB stick and the price would be going down but now no one is pretty much producing one gigabit USB sticks and they just add capacity. So we use USB sticks and our bet is especially the user is engaging you for a long period of time reaching your pocket talking to me about the OX with one laptop a child I pull out a sugar ale stick and hand it to a teacher who's interested in it the other thing you can do is if you have a user who's using a drawing graphic and saving it they can save it to the USB stick now they have that USB stick with the live image and the artwork or whatever they created and they're going to take it off and they will run it. So now you have somebody who may become a fedora user. We could definitely find a way how to do some limited giveaway of USB sticks under some conditions I spoke about it earlier but it's not right now it's not definitely a replacement for DVDs in a way that we can produce 2,000 USB sticks and give them give them away to anyone. The thing is that live USB overlay stuff means a lot of people complaining the less that it is breaking. So it works fine including testing your system and then installing any version of this engine Anyway I am trying like a different replacement for that so in the Czech fedora community we've been working on a guide that should get like a new user from fedora booth so you visit fedora booth at some event and you get this guide and that guide should introduce you to fedora to tell you where to download fedora, how to get it on a USB stick, how to install it how to start using it So it should get you from a fedora booth to like a beginner user. I am trying a slightly different approach so I started it as a pilot for the Czech Republic so we wrote it in Czech we are going to we are finishing the content we like to have it painted by the end of September so that we are ready for the school year so that we can give them away at universities to students and if it's supposed to be useful we like to make it a global effort and we will translate it into English get more feedback from other parts of the community and then we can distribute this thing globally. It's supposed to be a book about 20 to 30 pages A5 format so pretty small it should be pretty cheap to paint I don't know like you have to try one of the points because the US uses a level format but that's an implementation detail pretty much. It's not as easy as you think Why? If I print something in German I would definitely use an IZ profile from Popra If I print something in Czech I would use an UCI It's not as easy as you think it might be easy if you reduce it in one place and distribute it That's what I want to do Well let me say this in Germany you would scale the users with English content I can print it in German and send it to Germany English This is more understandable I think so you have to translate it that's a lot of effort you want to put in we had such things before it's the same like Flyer we stop on purpose they must work and the purpose is not done yet Well let's see I was going to work It's not that it's trying in Czech Republic it might work in Czech Republic it works out in a different country Okay, let's have a discussion I think the users are very similar to almost all countries No What do you do? I can do 75% of your English language Flyer and put a negative 479 in the paper personally because an user oriented is more than free this is more valuable that's more valuable it's education but the users we have a people level that would be more important we need this in Czech German getting it translated is so we work with the docs team on this at all That's the thing we want to focus on after the pilot how to make it easily translatable into other languages and then how to generate the point PDF out of it Kind of thinking, somewhat ironically our current documentation is very oriented towards producing book-like material even though it's got a handicap but here you're actually producing something for what you're existing that process seems perfect Yeah, we wanted to use Skygos for that in the end we chose Leitech because the guy who had the most experience with any kind of type setting said that he's more comfortable with Leitech so we are using Leitech for that What I another thing is that we've got Maria working on the cover for the guy those are like four ideas she gave us just a couple of days ago so if you I'm sorry black on blue Which one? Which one is black on blue actually there's not a part she even not doing green I mean already I don't mind the thing I actually I actually like this one because it's okay I actually like this one because this is simple and good idea It's okay Yeah Yeah This is still working in process so we don't take this as final versions but this is like like people I talk I show those two like those two the most so probably explore those a bit more So anyway that's the user guide or getting started with federal guide so my name ah whatever don't use the email context I had it I had it on the first page so it's there okay so any questions there'll be the overtime hi well I give you a paper I don't think it's the most advisable thing most paper ends up in recycling what you want to give you want to give a user when they come to the booth something to remember a reason to remember you want the user to want the door so when you're at the booth experience and then you need to give them a token that will remind them later on to go to get the door or the door project to go look and what we gave away we were showing the door jam we gave away guitar picks so get the door and so the user gets home and they have this guitar pick they used the guitar pick on the guitar when they were at our booth to get the door they tried to create it and so without getting the stuff they would have to be sure that they have the information they don't need to pick yes and the thing is that isn't really that hard to stop the door the thing the thing is for example what we are going to have in the book well I'd love to have that online that you can give the user and others here on this page you will find information that will get you from the starting point to install Fedora and how to use it and so on but we don't really have anything like that we don't have any this like a flow of guides from like what Fedora is about how to get Fedora how to install Fedora and so on how to get it on USB stick and so on well we've got all the pieces on the internet we've got like the USB stick tutorial on Wiki we've got Get Fedora work with the ISOs where you can get it we've got I'm pretty sure you can find tutorials how to start using GNOME 3 but yeah we don't have it yes it's a nice idea to try it Matthew I had a point we cannot simply use system E noise because we use tutorials if you really want to make it for us all available we have to use the traditional trace so that we can you know or he has to do them all that so please put more effort in the thinking not to just make it a test on technical practice if you want to go do it all like that we have to make it available that it is translated and so on we don't have to do this we don't even save us a plenty of work we do that at the beginning why is this a lot of work very good wait