User Participation 2.0

Participation? 2

We’ve pioneered... 3

...Grassroots Marketing 4

Even aliens participate... 8

And, have a lot to celebrate! 27 10

But things are changing... • Competition is tough. • Firefox has moved mainstream. • Early adopters are looking to Chrome. • Browsers matter + ad dollars show it. 11

ns il lio $ M d = p en d S A Chrome ads: UK, France, Germany, Spain, and Italy. 12

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 Contribute 17

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 Opportunities/Challenges: Site itself outdated, confusing & not localized.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

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

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

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

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

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

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

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

Brainstorm! 26

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

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) • Shout outs in newsletters • Elite squad-only website • Courted by businesses for feedback Exclusivity • All about authenticity 33

Causes • Highly Viral • Leverages existing social network • Dashboard illustrating your efforts • Participants earn “Social Credit” Social Credit + Social Network 34

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

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

Foursquare + Gowalla • Rewards for “check-ins” • In-game competition Status + Game • Mayor (Foursquare) • Leader board (Gowalla) • Actual giveaways 37

Whole Living Action Plan • Low barrier to entry • One CTA per day Simple CTA • Reminder signups 38

Participation Wizard Want to do more? Care about Time & skill? Open Web? Student? Creative? Drumbeat Contribute Student Reps MCC 39

User Participation 2.0

by foxymary on Jul 14, 2010

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User Participation 2.0 — Presentation Transcript