User Participation 2.0
Participation?




      2
We’ve pioneered...




        3
...Grassroots Marketing




             4
5
6
7
Even aliens participate...

   8
9
And, have a lot to
   celebrate!




 27                  10
But things are changing...
•   Competition is tough.

•   Firefox has moved mainstream.

•   Early adopters are looking to...
ns
                                                              il lio
                                                  ...
Where to now?




      13
Our users




    14
Let’s empower them!




    All 400 million.

             15
Our users = Our stakeholders.




             16
Our key channels:
•   Spread Firefox

•   Affiliates

•   Social Media

•   Student Reps

•   Mozilla Drumbeat

•   Mozilla...
Spread Firefox

Audience: Initially targeted at fans.

Current Participation:
- 30+ new users per day.
- ~5 comments per d...
Affiliates

Audience: Website owners + bloggers looking to promote Fx.


Current Participation:
- 38K + members
- Last mont...
Social Media
Audience: Fans + supporters.


Current Participation:
- Facebook: 1.5M
- Twitter: 240K



Opportunities/Chall...
Student Reps

Audience: Students at high schools and universities
Current Participation:
- 2100 students              Comm...
Mozilla Contribute
Audience: People interested in volunteering time/skill to Mozilla +
existing community members looking ...
Mozilla Drumbeat
Audience: Anyone who cares about innovation on
the Open Web.

Current Participation:
- 120+ drumbeat proj...
Engagement           Central Path of engagement                                                 Product contribution




 ...
Engagement           Central Path of engagement                                                 Product contribution




 ...
Brainstorm!




     26
Food for thought...
•   Clear, simple mission

•   Emotional connection

•   Ownership

•   Inclusivity

•   Strong CTA


...
The future...




      28
Starting to dream up, but...




             29
Want to help?

Sign up + add ideas here:

  http://bit.ly/usepart



            30
Addendum




   31
Best Practices




      32
Yelp Elite Squad

              •   Annual badge

              •   Invitations to exclusive events (local + major metros)...
Causes

•   Highly Viral

•   Leverages existing social network

•   Dashboard illustrating your efforts

•   Participants...
World Wildlife Foundation

                                                               CTAs + Action
•       Incentive ...
My Coke Rewards
•       Massive point system

•       Super low barrier to entry            Easy + Redeemable Points

•   ...
Foursquare + Gowalla

•       Rewards for “check-ins”

•       In-game competition             Status + Game

    •     Ma...
Whole Living Action Plan

•   Low barrier to entry

•   One CTA per day             Simple CTA

•   Reminder signups




 ...
Participation
  Wizard
                                Want to do more?




            Care about
                       ...
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User Participation 2.0

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The success of Firefox and Mozilla can without a doubt be attributed to the strength and breadth of its community. Word of mouth and participatory grass roots marketing campaigns have resulted in hundreds of millions of people using Firefox. As we continue to grow, how do we inspire users and fans to continue to participate in Mozilla? How do we widen and lower the barrier to participation and create momentum for action?

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  • User participation -- what is this? enabling and empowering our users to help spread the word about Mozilla and Firefox.
    * This has taken the shape in organic marketing efforts, as well as participatory marketing campaigns
    * Historically, grass roots marketing --
  • User participation -- what is this? Historically, it’s been enabling and empowering our users to help spread the word about Mozilla and Firefox.
    * This has taken the shape in organic marketing efforts, as well as participatory marketing campaigns
  • User participation -- what is this?
    * Historically, grass roots marketing -- enabling and empowering our users to help spread the word about Mozilla and Firefox.









  • Given this changing landscape + competition for mindshare. How do we keep pioneering (not just for the sake of pioneering) on the marketing + engagement front. How do we make an impact?
  • Let’s look to one of our most amazing assets. Ours huge user base.
  • 400 million + potential advocates.
    Cast the net-wide: provide users the opportunity to identify as supporters.
    Create meaningful activities for all levels of engagement.
  • Ways to declare it + know they are a community member.







  • Taken to together, here is what our central path of engagement looks like.
  • Let’s hone in on this broadest base and how we might make our users stakeholders.
  • What is the single thing that this broad base of Firefox users might do to spread Firefox and become part of this all?
    Non user participation peeps for brainstorm - Nathaniel, Gunner, Surman? Atul, Otto
  • From my favorite engagement campaign.
  • 5 mins to share our ideas
  • Do w. images vs. words.
    etherpad for sign up -- create before hand.
    add ideas there

    Centralize current channels with lightweight landing page.
    Localizable.
    Lower barrier to entry to participate.
    Way(s) to make an impact now.
    Affiliates for everyone - not just bloggers.
    Hand off to more depth programs via wizard.
    Loyalty program?
    More signposts













  • User Participation 2.0

    1. 1. User Participation 2.0
    2. 2. Participation? 2
    3. 3. We’ve pioneered... 3
    4. 4. ...Grassroots Marketing 4
    5. 5. 5
    6. 6. 6
    7. 7. 7
    8. 8. Even aliens participate... 8
    9. 9. 9
    10. 10. And, have a lot to celebrate! 27 10
    11. 11. But things are changing... • Competition is tough. • Firefox has moved mainstream. • Early adopters are looking to Chrome. • Browsers matter + ad dollars show it. 11
    12. 12. ns il lio $ M d = p en d S A Chrome ads: UK, France, Germany, Spain, and Italy. 12
    13. 13. Where to now? 13
    14. 14. Our users 14
    15. 15. Let’s empower them! All 400 million. 15
    16. 16. Our users = Our stakeholders. 16
    17. 17. Our key channels: • Spread Firefox • Affiliates • Social Media • Student Reps • Mozilla Drumbeat • Mozilla Contribute 17
    18. 18. Spread Firefox Audience: Initially targeted at fans. Current Participation: - 30+ new users per day. - ~5 comments per day. - 311,078 registered users. Opportunities/Challenges: Site itself outdated, confusing & not localized. Original goal as organizing ground + fan site has merit. 18
    19. 19. Affiliates Audience: Website owners + bloggers looking to promote Fx. Current Participation: - 38K + members - Last month: ~1.4M downloads Opportunities/Challenges: Lower barrier to entry, more incentives + promotion, dashboard and new designs. Partner version? 19
    20. 20. Social Media Audience: Fans + supporters. Current Participation: - Facebook: 1.5M - Twitter: 240K Opportunities/Challenges: Allows for direct rapport with users, channel for feedback, builds brand affinity + good will. Prime for engagement campaigns + mobilizing supporters. Support, growing privacy concerns. 20
    21. 21. Student Reps Audience: Students at high schools and universities Current Participation: - 2100 students Common projects - 35 Regional Leaders • Start a Mozilla Club • Host a booth at a school fair Opportunities/Challenges: Increase individual participation during the school year via orientation, DIY materials, incentives + accountability. Then scale, scale scale! 21
    22. 22. Mozilla Contribute Audience: People interested in volunteering time/skill to Mozilla + existing community members looking for contributors. Current Participation: - 100s of emails each month - ~10 point people responding to inquiries Opportunities/Challenges: Robust number of inquiries. Need to evolve response methodology: relevant, timely tasks, mentorship. 22
    23. 23. Mozilla Drumbeat Audience: Anyone who cares about innovation on the Open Web. Current Participation: - 120+ drumbeat projects - hundreds of event participants - 3,000 Drumbeat site members - 10,000 mailing list subscribers Opportunities/Challenges: Community is strong, but infrastructure needs work. Need to reach out to new people. Many easy ways to get involved. 23
    24. 24. Engagement Central Path of engagement Product contribution Organize >> Push/Pull Train as leaders + self organize Volunteer CMT, Regional Leaders, Drumbeat Leadership >Push/Pull Volunteer sign up: Student Reps, Support CMT, Contribute, Drumbeat Nominal training + DIY tools Advocacy + contribution Join Push/Pull: SFx, Affiliates, Donate Push: Lightweight promotion Email, SFx, social media signup Opts into dialogue Time 24
    25. 25. Engagement Central Path of engagement Product contribution How do we inspire + Organize mobilize? >> Push/Pull Train as leaders + self organize Volunteer CMT, Regional Leaders, Drumbeat Leadership >Push/Pull Volunteer sign up: Student Reps, Support CMT, Contribute, Drumbeat Nominal training + DIY tools Advocacy + contribution Join Push/Pull: SFx, Affiliates, Donate Push: Lightweight promotion Email, SFx, social media signup Opts into dialogue Time 25
    26. 26. Brainstorm! 26
    27. 27. Food for thought... • Clear, simple mission • Emotional connection • Ownership • Inclusivity • Strong CTA "Movements aren't built on individual people —they are built on relationships.” Jackie Bray, Obama field director 27
    28. 28. The future... 28
    29. 29. Starting to dream up, but... 29
    30. 30. Want to help? Sign up + add ideas here: http://bit.ly/usepart 30
    31. 31. Addendum 31
    32. 32. Best Practices 32
    33. 33. Yelp Elite Squad • Annual badge • Invitations to exclusive events (local + major metros) • Shout outs in newsletters • Elite squad-only website • Courted by businesses for feedback Exclusivity • All about authenticity 33
    34. 34. Causes • Highly Viral • Leverages existing social network • Dashboard illustrating your efforts • Participants earn “Social Credit” Social Credit + Social Network 34
    35. 35. World Wildlife Foundation CTAs + Action • Incentive program: Tracker • Originally users given “Passport” to track action. (Note: Transitioning to Action Center/Card) • Certificate can be downloaded for actions taken. • Super clear CTA • Action Barometer 35
    36. 36. My Coke Rewards • Massive point system • Super low barrier to entry Easy + Redeemable Points • Points can be redeemed for: • Coke gear • Donations towards a set of causes • Schools • Partners 36
    37. 37. Foursquare + Gowalla • Rewards for “check-ins” • In-game competition Status + Game • Mayor (Foursquare) • Leader board (Gowalla) • Actual giveaways 37
    38. 38. Whole Living Action Plan • Low barrier to entry • One CTA per day Simple CTA • Reminder signups 38
    39. 39. Participation Wizard Want to do more? Care about Time & skill? Open Web? Student? Creative? Drumbeat Contribute Student Reps MCC 39
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