2. Agenda
• Community Marketing Survey
• About.com Reader’s Choice Awards
• Campus Rep Name Survey
• Mozilla Foundation: Namoroka Update, Open Campaign and Create
a Mozilla T-Shirt for 2010
• Firefox Wants You! Campaign with Kerim
• Firefox in Argentina with Guillermo/Santiago
• Drumbeat Social Media Project with Carlo
• Thunderbird 3
• Community Marketing Plan Review
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3. Community Marketing Survey
• Help us grow marketing contribution
• Please fill out the survey if you:
• evangelize any aspect of Mozilla
• participate in or host Mozilla or Firefox events
• promote Mozilla or Firefox on your blog, website or twitter
• promote Mozilla or Firefox at your school or your work site
• participate in the marketing mailing list or this call
• Please fill it out & spread the word! http://moz.marketing.sgizmo.com
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4. About.com Reader’s Choice Awards
• Get people involved to vote for Firefox as:
• Browser - Desktop: http://bit.ly/browseraboutdesktop
• Browser - Mac: http://bit.ly/browseraboutmac
• Browser - Mobile: http://bit.ly/browseraboutmobile
• Sample Tweets:
• Missed the Vday fun? Show your love for firefox!
Vote for us as best [insert item] here [insert bit.ly]
• Do you love Firefox? Vote for us as best [insert
item] here [insert bit.ly]
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5. Rethinking the Campus Reps name
• Asked Reps about the program’s
name
• Student opinions vary by geography
• Insights
– In the US, almost all of the Reps feel that
the current name is appropriate
– In Europe, the Campus Reps name is not
well understood.
– In Latin America, the name only relates
somewhat well to students.
Based on 191 responses
– Student Representative is the best
alternative name.
•Blog post: http://bit.ly/bE5h1g
7. Namaroka Update
• We did it! Thanks
to everyone that
helped!
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8. Open Campaign
• Mozilla Community! Tell us why the open web
matters to you!
• WE NEED YOUR HELP making the story of open
web message crystal clear. Tell us what it means to
you and why you're part of this project.
• We’ll collect your words, photos and art to build a
campaign to tell the world what open means later
this year
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9. Open Campaign
• Via this form:
• www.mozilla.org/causes/open
• Tweet this using the #mozopen tag
• Take a photo
• Make art.
• We'll be capturing responses through friendfeed, so please use the social
networking tool of your choice. However you decide express yourself, use the
mozopen tag and you'll see it on the feed on the campaign page.
• http://www.mozilla.org/causes/open/
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10. Create the Mozilla T-Shirt for 2010!
• We're teaming up with the Mozilla Creative
Collective to design a limited edition
Mozilla T-shirt for 2010
• Contest will go live this week
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12. Intro
• More than 300 milion Firefox users worldwide
• Firefox 3.5 released on June 30, 2009
• Firefox 3.6 was supposed to be launched in
November 2009
13. What happens
• Firefox 3.6 delayed
• Released on January 21, 2010
• No marketing campaign even though it was a
long-waited product
• We need to improve the impression!
14. Firefox Wants You!
• One day I got the idea
• Inspired by not so noble “Uncle Sam wants you for
the US Army”
• Promoting not only Firefox, but Mozilla in general
and Open Web (killing three birds with one stone)
• Firefox Wants You for the Open Web!
15. Firefox Wants You!
• Ideas:
– Website
– Posters
– T-shirts, stickers, buttons/badges, etc.
– Avatar pictures for social media/forums/IM
– Your ideas?
16. Website
• A central place for the entire campaign
• It could serve not only as a marketing website but
also as an educational tool
• Mockup: http://www.firefoxwantsyou.net/
mockup.jpg
17. Website
• Tell a friend
• Educational content
• Download section
• “Join the Open Web Army” (it could use a better
name :))
18. Please note that
• This is just an idea for a marketing campaign
• It doesn’t have to be any of the things mentioned
in this presentation
• Your ideas/suggestions are more than
WELCOME!
19. Further discussion
• Mozilla Marketing Mailing List
• #marketing IRC channel (irc://irc.mozilla.org/)
• Via email: kerim@mozilla.ba
20.
21. Firefox Costume in Argentina
• Firefox Costume dancing Murga in the streets of
Buenos Aires: http://bit.ly/cEljf3
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23. Thunderbird 3
• Thunderbird 3.0.2 security release coming next
week, ~ February 24th
• Thunderbird 3.1 Beta in early March
• Thunderbird 3.1 schedule here:
https://wiki.mozilla.org/Thunderbird:Thunderbird3.1
• Targeting a Thunderbird 3 Add-ons contest in
March at http://extendThunderbird.com
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25. Scale global team of community marketing volunteers
by creating meaningful ways to contribute.
26. Progress in 2009
• Introduced bi-weekly community calls
• Revived marketing mailing list
• Created Community Marketing Guide (https://contribute.mozilla.org/Marketing)
• Developed workshop video series to provide knowledge and skills to community
• Videos led to real results:
• Shiretoko Shock
• Vineel Reddy’s 3.5 video
• MozCamp Mumbai
• Huge launch parties in Milan, Madrid and more
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27. Current global team makeup
• PR Alias: 15 members, spanning 9-10 countries
and regions
• Marketing Team Alias: 369 members
• Campus Reps: 3,100 on mailing list
• Firefox 3.5 Launch Team: 130 members
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28. Marketing Support Team
Events Social Media
U.S./ROW: Sarah
Sarah + Tara (Facebook)
EU: WilliamQ/Irina
Campus Reps Affiliates
U.S./ROW: WilliamR
EU: WilliamQ/Irina
Mary + TBD
Community Engagement &
Outreach
Mary + Team
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29. Core objectives
• Develop community marketing leaders
• Create more meaningful ways for community
to contribute
• Create hands on marketing learning
opportunities
• Increase our reach
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31. Strategy to scale
Engage Empower
Clearly Defined Roles Participation & Recognition
Develop opportunities and marketing functions that create impact.
Create leadership & expertise-based roles (where possible).
Recognize and reward hard work and results.
Explicit Tasks Trust
Mozilla looks to community marketing team to help make strategic
Clearly defined tasks so it’s easy to participate & make an impact.
marketing decisions. You know your region.
Milestones Inclusiveness & Transparency
Outside of launches, create milestones so folks have goals to work Strive to have open lines of communication at
towards all times!
Modeled on L10n team’s strategy
32. Goal 1: Establish benchmark
• Who are we and how many?
• Survey existing constituents:
• Firefox Launch team members
• Campus Reps
• Community Marketing List
• L10n team, SFx, Mozilla European Community Blog,
etc
• Measure and segment overall team
• Preferred activity/expertise
• Geo
• Garner opinions/thoughts on team infrastructure
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33. Goal 2: Develop Infrastructure
• Define roles and areas of expertise:
• PR, market research, events, social media,
engagement and creative
• Coordinators + overall marketing roles
• Create and roll out team identity, including name
• Update and create self-marketing assets
• Collect & roll out case studies
• Develop recognition system
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35. Goal 3: Create self-service
• Make it easier for you to participate & learn
• Update and/or create marketing collateral and assets
• Create frame work to easily host small events
• Work together to create shared best practices to help
folks:
• design, organize and run their own events
• create marketing campaigns
• raise product, technology and Mozilla awareness
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37. How to help in Q1
• Browser Choice
• Complete in-country marketing research survey/study -
pending
• Create regional social media recommendations
• Participate in creation of overall community marketing
team infrastructure
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39. February 2010
Q1-specific Activities
Measurement * Analyze & share results from community survey
Browser Choice * Finalize microsite (including l10n)/launch communications
* Create roles
Infrastructure * Determine brand
* Start updating marketing assets/rollout case study template
Research * Create & share in country market research survey
Core Programs Activities
Affiliates * Transition to new metrics dashboard by EOM (TBD)
* Finalize badges.mozilla.com plan
Social Media * Global: Solicit recos for regional social media engagement
* Roll out new Campus Reps program (webinar)
Campus Reps * Continue recruitment
* Finalize assets self-service user awareness events/begin l10n
Events
* Execute on India, FOSDEM, Mobile World Congress
* Finalize CeBIT & SxSW details
40. March 2010
Q1-specific Activities
Measurement * Create community health dashboard for global community
* Microsite to go live
Browser Choice * Community-driven events & actions underway
* Finalize marketing assets
Infrastructure
* Promote 3 - 6 case studies
Research * Update “Firefox in your country” survey for use at regional events
Core Programs Activities
Affiliates * Share out new metrics dashboard by EOM
* Finalize badges.mozilla.com plan
Social Media * Global: Solicit recos for regional social media engagement
* Begin executing on overall plan
* Campus Reps pages to go live (TBD per WebDev)
Campus Reps * Pull case studies & promo materials for campus reps
* Rollout self-service Firefox awareness event kit
Events
* Start creating assets for Hack Night event kit
* Execute on CeBIT & SxSW
41. Q2 Major Initiatives
• Marketing education series: Create series of best practices
videos/seminars
• Affiliates: Execute on badges.mozilla.com
• Events: Rollout Hack Nights self service event kit, organize
Open Web Hackathon and a regional InterCommunity meetup
• Campus Reps: Finalize new structure, increase conversion rate
+ geo-targeted growth. Expand self-service materials.
• Social Media: Execute on regional social media
recommendations
• Community Marketing Guide UI redesign
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