Defining Mozilla's social media strategy

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A look at how we've developed Mozilla's social media strategy over the past year, focusing on how we create strong relationships with our users and support them.

A look at how we've developed Mozilla's social media strategy over the past year, focusing on how we create strong relationships with our users and support them.

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  • While many of us social media in talking with other Mozillians, I’m going to focus on how we engage with our users on these channels.\n
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  • Why spend time on social media?\n- It gives us a great way to talk with our mainstream users\n- Social media is our largest 2-way channels with users (whereas moz.org, snippets and email are 1-way)\n- Social media amplifies our messages. It’s built around social and gives our content a viral factor we don’t have in other channels\n- Quick turnaround. It’s low barrier for us, so we can post or respond to issues in minutes instead of days for other channels. \n
  • http://blog.mozilla.com/dolske/2010/12/15/firefox-is-made-of-lego/\n
  • http://www.flickr.com/photos/jovian_dreams/4278065243/\n
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  • Let’s talk about Facebook and Twitter. Social media encompasses many other services - including some open social networks - but we focus on Facebook and Twitter because that’s where our users are, so it currently gives us the most value.\n\nFacebook: We’ve added 1.7M relationships this year already, growing from 3.3M to 5M. Most importantly, we’ve maintained a high Engagement Rate with these users, which becomes extremely difficult to do as organizations and brands gain millions of fans on their pages. We’ve been able to keep our Engagement Rate (Active Monthly Users) above 45% this year.\n\nTwitter: A much smaller channel in general. Twitter has 100M users [1] in total compared to Facebook’s 750M [2]. We’ve still seen good growth here, as we went from 360K to 525K relationships this year.\n\n[1] http://www.pcmag.com/article2/0,2817,2392658,00.asp\n[2] https://www.facebook.com/press/info.php?statistics\n
  • Social media is a 2-way conversation with our users\n- We publish content every day: Firefox tips, questions, brand messages, announcements\n- We reply to users as well: providing support, telling them about features, and signposting to Mozilla sites\n\n
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  • http://www.flickr.com/photos/dunechaser/4852227736/in/photostream/\n
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  • http://www.flickr.com/photos/dunechaser/6042984689/\nhttp://www.flickr.com/photos/legojeff/5389899904/in/pool-712234@N20\n
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  • Let’s look at how our campaigns are amplified through our social channels.\n\nMore work needed on this slide. To be added.\n\nTo do: Add more key metrics here to demonstrate our success. Include Webify Me results.\n
  • Scaling our reach and resources:\nLocalization - Allowing contributors to localize daily posts and manage SM accounts for their region\nStewards - Training representatives from other groups to be experts in SM\nOptimization - Similar to mozilla.com, testing different types of content to find what works best and \nMore campaigns - Creating experiences that attract new years and deepen existing relationships\n
  • While we’ve seen strong growth and engagement on our own channels, it’s also useful to see how we compare to similar organizations and other top brands.\n\nAs shown in this table, our actively engaged users percentage is quite strong at 49%. And our growth is also relatively strong at 36%, although not as high as popular brands such as Facebook and Coca-Cola.\n\nAdd a note about sample size and dates.\n\nSource: http://monitor.wildfireapp.com/comparisons/172508/fans_followers/mozilla-firefox-vs-google-chrome-vs-facebook-vs-starbucks-vs-coca-cola-vs-oreo-on-facebook-and-firefox-on-twitter#&data=cumulative&range=all\n
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Transcript

  • 1. Defining Mozilla’sSocial Media Strategy Ibai Garcia William Reynolds
  • 2. Topics for this session• Our social media strategy for users• How we support our users• Group discussion
  • 3. User EngagementTo inspire and nurture relationships with peopleto deepen loyalty, raise awareness of the Mozillamission and create momentum for action.
  • 4. Why is social media valuable?Provides daily conversations with our active mainstream usersAmplifies the impact of campaigns and announcements
  • 5. Building our strategy
  • 6. Slow at first
  • 7. A year ago
  • 8. Army of Awesome
  • 9. Twitter Party
  • 10. Facebook Badges
  • 11. Landing page
  • 12. Now
  • 13. History of growth Facebook Twitter5.0M 100% 600K4.5M 75% 525K4.0M 50% 450K3.5M 25% 375K3.0M 0% 300K January February March April May June July August September January February March April May June Facebook Fans Engagement Rate %
  • 14. How we use social media Daily posts Army of Awesome Facebook commentsFacebookTwitter
  • 15. Mix content up
  • 16. Help our users
  • 17. ‘Need help?’ tab
  • 18. Our splendid contributors
  • 19. Respond to comments
  • 20. Results + our successGetting the word out• Firefox 4 downloads on Day 1 vs. 2Amplifying campaigns• Mark Up - 1,400,000 marks made• Webify Me - 800,000 participants so far
  • 21. What’s nextLocalization Stewards Optimization More campaigns
  • 22. How are we doing? Actively Growth February 2011 August 2011 EngagedFacebook 62% 51% 33M 50M 22MCoca-Cola 30% 49% 33M 70% 16M 22MOreo 36%Mozilla Firefox 49% 36% 3.5M 4.7MStarbucks 23% 24% 19M 24MGoogle Chrome 16% 21% 5.4M 6.6M
  • 23. Group discussion
  • 24. What’s your vision ofMozilla in social media?
  • 25. What different approaches or goals can you think of?
  • 26. Photoshttp://blog.mozilla.com/dolske/2010/12/15/firefox-is-made-of-lego/http://www.flickr.com/photos/jovian_dreams/4278065243/http://www.flickr.com/photos/dunechaser/4852227736/in/photostream/http://www.flickr.com/photos/dunechaser/6042984689/http://www.flickr.com/photos/legojeff/5389899904/in/pool-712234@N20