step 1: look at what's going on. Put out a press release about major version updates and make it sound good. Mail that to people in the press who might be receptive, a bunch of FOSS advocates, etc
Use that to drum up buzz while circulating bad twitter and facebook news.
step 2: PPC ads. Use Facebook to fucking eat twitter, then use google to eat facebook. Align these PPC campaigns with press releases and news stories.
step 3: go to gatherings, talk about it in person.