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Mozilla Webmaker: plans for 2012 and 2013
 

Mozilla Webmaker: plans for 2012 and 2013

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Presentation for the Mozilla Foundation Board prepared by Mark Surman

Presentation for the Mozilla Foundation Board prepared by Mark Surman
https://webmaker.org

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    Mozilla Webmaker: plans for 2012 and 2013 Mozilla Webmaker: plans for 2012 and 2013 Presentation Transcript

    • July 2012 mozilla foundation board meeting video conference
    • WEBMAKER mid-year review
    • big goal for 2012 best drumbeat software andlearning resources rolled into cohesive webmaker offering
    • january2012
    • june2012
    • june2012
    • june2012
    • june2012
    • june2012
    • status: we’ve shipped MVP of Webmaker offering next: test and iterate onsoftware, learning, community
    • WEBMAKER what have we actually done?
    • ➜big picture: from goals to cohesive MVP offering now have team w/ common focus and skills to do this
    • +hackasaurus: extended from goggles to thimble now have two tools for HTML, expanded learning model
    • ➜ popcorn: pivot to app that edits web media in real timepulling video, audio, pictures, maps, data, etc. from APIs into a polished video
    • + ➜approach: from software + learning to apps that teachthimble + popcorn ship w/ starter content that also teaches you things
    • + + programs: from ‘front end’ to lab + contributor pipelineHiveNYC, OpenNews, StoryCamp = feedback, news ideas, best contributors
    • ➜engagement: from rough idea to 600+ learning events summer code party napkin sketched in march, delivered in june
    • ➜ contributors: from ~100 to ~1000 in 6 monthsclear offering / call to action = more contributors, mostly instructors
    • WEBMAKER what does success look like?
    • big goalmove 10s millions of people fromusing the web to making the web but what does that look like now? how are we measuring success in 2012?
    • metricsin april, we said: contributors should be our primary metric for 2012 also said we’d look at adoption, badges, media and revenue
    • contributor metrics
    • why measure contributors? contributors = key resource forbuilding things and reaching people in a way that will scale
    • why measure contributors? also, early proxy to evaluate if peopleunderstand and like what we’re building
    • three kinds of contributors code: coders, localizers, QA (target = 150) content: people building learning projects (target = 200) teaching: instructors andevent organizers (target = 1,000)
    • Webmaker contributors april 2012 june 2012 target code 75 150 content 50 200 teaching 200 1000 total 325 1350
    • Webmaker contributors april 2012 june 2012 2012 target code 75 223 150 content 50 55 200 teaching 200 700 1000 total 325 978 1350
    • Webmaker contributors code content teaching Webmaker.org 495 Thimble 20 Popcorn 218 30 Open Badges 5 OpenNews ? 5 30 Hive 30 160 total 223 55 700
    • growing + involving contributorsCanonical’s Jono Bacon says:4 keys to involving contributors1. on ramps2. tasks / CTAs3. documentation / training4. celebration
    • growing + involving contributors Summer Code Party + Hive cover all 4 steps for instructorsthis quickly grew our instructor community to 700 people in 79 countries
    • growing + involving contributors now need to dive deeper withinstructors, understand motivations two immediate actions:a) 1-on-1 instructor outreach by all MoFo staff b) REMO Webmaker special interest group
    • growing + involving contributorsPopcorn building strengthin code contributors (200+)popcorn.js library plus events key to thisOpenNews projects starting to produce code,could become another big source of contributors
    • growing + involving contributorsquestion: when to build Thimble /Goggles code community?probably need slightly more advanced offeringbefore we put significant effort into this
    • growing + involving contributors learning content is least developed areafirst Thimble hackfest in Londonproduced projects like ‘Zombies’need a way to get contributions like this on ongoing basis
    • growing + involving contributors Q3+4 Thimble priority iscontent contributor workflow this will be simple at first, likely just through wikis and events will add full featured system in Q4-12 or Q1-13
    • growing + involving contributorslonger term, need to buildcontributor muscle across the org1. messaging w/ clear CTAs2. architecture of participation3. contributor engagement staff
    • adoptionmetrics
    • why look at usage and adoption?we want to build consumer gradesoftware and experiencesPopcorn,Thimble, etc. have to be things thatpeople *like* if we’re going to have an impact
    • why look at usage and adoption?therefore: need to know who is usingour offering and how they are using itwe’ve built good software team and MVP,now need to test and iterate to full offering
    • a challenge we’re just starting to baseline Webmaker,Thimble, Popcorn usagee.g.12k Thimble pages published in first 3 weeks, very basic info on which projects most popular
    • a challengee-mail list is only place we can start to see trends
    • reach via mofo email list 700,000 growth continues as messaging switches to Webmaker 525,000 major list growth due to SOPA 350,000 175,000 0 Q3 Q4 Q1 Q2 Q3 projected Q4 projected
    • a challengee-mail list is only place we can start to see trends need this kind of info for all our offerings to understand how people are using them
    • in the meantime ...user testing and surveys areprimary source of feedbacksurvey of 150+ learners showed majority likedThimble, wanted more hints and better publishing
    • in the meantime ... we’re also just going out and talking to people feedback from events, publicappearances and press being activelyploughed back into product decisions
    • next steps we’re adding basic dashboards for Thimble and Popcorn major list growth due to SOPAwe couldn’t do this until we added user accounts and apublishing gallery, neither of which made the MVP feature cut
    • next steps we’re also focusing / pivoting based on user feedback from the MVP releases major list growth due to SOPAissue right now is managing scope and expectations:people see big potential, we can only ship so many features
    • badgesmetrics
    • why track badges? badges key to understanding and measuring learningultimately, need to see if people’s web skills and creativity increase -- this is a central part of the impact we want to have
    • what skills to start with? we want people to know basic web mechanics and creativity skills our first Webmakermozilla web literacy map 0.3 badges will be based on this skills grid (draft)
    • current challengebadges implementation delayed as devs needed on thimble result: we don’t yet have a systematic way to tracking learning plan is to integrate Webmaker badges into Thimble in Q3 and Q4
    • in the meantime ...we’re surveying Thimble usersabout learning outcomeswe’re also a) talking to instructors andb) tracking entry/exits statson learning projects
    • early observations90% users with no experiencesaid they learned something43% said they learned alotsurveys also gave nuanced feedback:e.g. some users stuck on browser basics(cut and paste) and web mechanics (inks)
    • next stepsThimble next rev will fix and testagainst basic learning obstaclese.g. add content on web mechanics andbrowser basics, improve publishingworkflow, do more nuanced FTF user testing
    • mediametrics
    • why measure media?test whether ourmessage is getting throughalso provides rough proxy for howwidely our message is getting out
    • coverage so far ...good: on messagecoverage of WebmakerLifehacker:“Mozilla Webmaker aims to teach youto code and to change you from webconsumer to creator."
    • coverage so far ... also: Webmaker positioned as core Mozilla offering TechCrunch Thunderbird coverage:“Mozilla is ramping up its efforts with Boot2Gecko, the Thimble code editor and Firefox Mobile."
    • how much coverage?87 press mentions ofWebmaker in June 2012vs.65 mentions of MozillaFestival in Q4 2011
    • big challengemessaging good, but call toaction not getting throughalso, idea that Webmaker is a big tentinvolving many players is not yet beingreflected in the press
    • next stepsWebmaker press campaignin UK leading up MozFestfocus is on getting call to action plus‘Webmaker as big tent’ conceptwill use MozFest itselfas major press hook
    • revenue metrics
    • why measure revenue? proxy for public support andpartner confidence in programs of course, just need to track as part of our regular financial metrics as well
    • where are donations at? donations had good Q1 but weak Q2 this is almost certainly due to allengagement resources focusing on Summer Code Party in Q2
    • individual donations (comparison) US$500,000 But Q2 slowed dramatically due to focus on summer Q1 2012 US$375,000 campaign 300% above this time in 2011 US$250,000 US$125,000 US$0 Start Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec 2012 YTD 2011 actual 2010 actual! 2009 actual
    • next steps Q3 returns to individualappeals, t-shirt promo + new monthly donation campaign Q4 will prioritize year-end campaign w/ Webmaker focus
    • where are grants at?grants continue to beour strong suitprojections are $4.75M,$1.5M over budgetpipeline has an addition $5Min more speculative projects
    • 2012 grants US$6,000,000 US$4,500,000 US$3,000,000 US$1,500,000 US$0 2012 budget 2012 secured additional pipeline
    • what are the challenges?there is risk that we becometoo grant dependantmost grants are focused on Webmakergoals, but even these are tied tospecific outcomes/ limit ability to pivot
    • next stepssustainability + revenue mixtopic at next board meetingwill look at major gift plus moreaggressive donationsboth require more investment butalso offer more independence
    • WEBMAKER summary and next steps
    • summary 1. we’ve shipped Webmaker MVP 2. focus now: testing and iterating3. also, building base of contributors
    • current challenges1. getting good at community2. product and learning feedback loops3. also: product scoping / tradeoffs
    • on our mind for 2013 1. ‘real’ programming:ThimbleJS? 2. mobile + games + webmaking3. new geographies, esp. UK + Brasil
    • July 2012 mozilla foundation board meeting video conference