Product Marketing @ Mozilla 2 To represent and advocate the needs of our users/developers to drive insightful product decisions; to honestly and effectively position and launch our products in the market to extend our reach and maximize the opportunities for developers to innovate and improve the Web. -Product Marketing Team
The Beta Plan for Firefox 4 Leverages the Strengths of 3.5/3.6 While Deploying New Strategies to Reach and Engage With a Broader Audience 3 3.5 Beta Results 4.0 Beta Goals 1.3 MM Beta testers with a last-month surge 4MM active Beta testers (min. 2MM) with steady growth rate* Tech-skewed testing group A representative sample of our existing user base Unapproachable (perhaps, ineffective) feedback channels Segment-specific feedback channels => synthesized actionable feedback Minimal competitive and industry insight Deep understanding of marketplace dynamics and competitive differentiators Key messages fluid throughout beta to full release Seed core marketing positioning and build campaign momentum for full release * Product/engineering dependencies
Market Segmentation Goals for the Beta Are More Aggressive in Reach and Diversity 4 1.3 MM Devs/Early Adopters 50% = ~500,000 Testers FF Faithful / Tech Savvy 35% = ~350,000 Testers Mainstream 15% = ~150,000 Testers More aggressive upfront acquisition – Reach the majority by mid-September 4.0MM Devs/Early Adopters 35% = ~1,400,000 Testers Firefox Faithful/Tech Savvy 25% = ~1,000,000 Testers Moderates 20% = ~800,000 Testers Mainstream 20% = ~800,000 Testers
A Comprehensive Beta Program 5 Build Interest Focus on specific features for each release to boost excitement Acquire Make it dead simple and easy to download Gather Feedback Cast a wide net - offer easy-to-use feedback channels for users of all backgrounds Engage Make our testers part of a movement by building deeper relationships Educate Set up the market for understanding (and wanting) new browser features Spread the Word Arm our Beta testers to evangelize the full release
Segmentation Strategy 6 Devs/ Early Adopters Tech Savvy/ Firefox Faithful Moderate Mainstream Join our movement Don’t Just Use Firefox But Fall in love with it Help make Firefox the world’s #1 browser Build the next generation browser Primary Message The “Feature(s) Hook” TBD TBD TBD TBD Primary Feedback Channel Bugzilla Test Pilot Input Surveys Primary Acquisition Channel Blogosphere / SEM Word-of-Mouth / SEM Twitter Tech Press Primary Ongoing Communications Channel Beta Webpages Email Facebook What’s New & First Run / Email MDN/ MozCamp
Throughout the Beta, We Will Build Our Arsenal of Market Insights 7 Competitive Analysis Market Research User Surveys Objective: Understand the features, messaging and positioning of competitors. Define our competitive differentiators Understand the market concerns and how they are defined Further define the FF4 market segments and how to effectively reach them Activity:
Chrome 5 Beta review
IE 9 review
Other: RockMelt, Opera
Market share analysis
Chrome user segmentation
Input for developing FF4 positioning & messaging
Assist with prioritizing features
Input for developing FF4 positioning & messaging
Assist with identifying the target markets for FF4
Input for positioning & messaging
Regardless of the Market Segment, We Will Have Channels in Place to Capture Comprehensive Feedback 8 Communication Channels Beta Testers 0MM 1.3MM 2MM 4MM Techies/Early Adopters Mainstream Tech Savvy / Firefox Faithful All Moderate
Firefox 4 Beta Feedback Mechanisms 9
Use Test Pilot to push out Surveys on a consistent basis.
To specific populations
To answer specific questions.
SurveyGizmo in Firefox 4 Beta Program 10 Beta r1 Beta r2 & Beyond
Use SurveyGizmo for spot polls and surveys on:
Beta Home page
Social Media 11
Use Twitter as initial communication channel with our tech-savvy users (through @mozhacks and @firefox).
Use Facebook for more mainstream outreach later in the beta cycle.
Watch #Fx4beta tweets for general feedback
Watch comments on Test Driver and Firefox groups.
UserVoice: Currently used on Mozilla Labs and MDN 12 3. 1. 2. Where can I give feedback?
Have Feedback links/buttons on beta pages, but also on MDN and other developer friendly pages.
Could also be useful for general users?
With an End of June Beta Launch We Have 4 Weeks to Prep 13 Focus of the next 2 weeks Focus of the last 2 weeks
Finalize Site Design
Finalize Creative Campaign
Finish WebDev Implementation
Finalize PR Message
QA Beta site
Finalize Beta site copy, mockups
Create Screencasts of features
Finalize Communication Plans
Start Creative Campaign Planning
Ongoing after Launch
Biweekly feedback reports rolled up for Product team.
Communication with users for each beta respin.
Launch Mainstream campaign(s)
Launch Educational campaign(s)
Beta Program Contacts 14 Thank You! General Program -email@example.com Firefox Input – firstname.lastname@example.org Test Pilot – email@example.com