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World Ready - Shape the future of Mozilla campaigns

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  • Set the stage\nHow we have grown in past 7 years\n70% uses en-US\nFirefox user population is biased towards English\n
  • Set the stage\nHow we have grown in past 7 years\n70% uses en-US\nFirefox user population is biased towards English\n
  • ADI = Active Users Instances\ncorresponds to 28% of the Web speaks English\n\n5% of the world population uses English as their first language\nanother 5% - second language\n... and we’re setting out on a mission to reach 7 billion :)\n
  • Even less users are in the US.\n
  • With such a huge userbase, Mozilla needs to:\n- Serve the users by being relevant in their regions and cultures\n- Create projects and campaigns that are world ready\n
  • We keep up with translating, localizing, the software.\n\n
  • ...but we need to go further, to better serve our diverse userbase and create better campaigns\n\nin fact, we can either translate the message, or.. come up with a different message, more relevant to the locale, and...\n
  • ... instead of translating the official Mozilla message (which is not bad a such, mind you)\n\n\n
  • Here, we set a goal, a message to translate\n\n
  • Next, we gather information about the local context and the culture.\n
  • the conclusion was that in latam, there’s much bigger focus on ‘collective’ than ‘individual.’ Saying ‘answers to no one but you’ might be perceived as being too direct in talking to a single person.\n\n
  • Here’s the end result.\n
  • Passionate about Mozilla, you want to participate and feel that the campaigns and projects are their own.\nOur eyes and ears on the ground in their respective regions. You create marketing plans, speak to the press, represent and evangelize, breathe the Web.\n\nshare our values, subscribe to our mission\n
  • The community wants to be included.\n\nMozilla is a community that happens to have a company to support it; not a company that happens to have a community around it.\n
  • Our role is to enable the participation. How are we doing this?\n
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  • set them together with the community\n
  • The localizers would only learn about a project/campaign here, at the end of the process\n\nEverything is finalized by then\n
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  • we created this mailing list, go subscribe if you haven’t already\n
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  • the process is not over when the QA ends. In fact, it’s not even over when we launch. The community needs to be part of the launch and of the results reporting.\n
  • Feed the numbers back to the community. As a reward, or as a learning experience (what didn’t work?)\n
  • state of mozilla global numbers.\nwe couldn’t have predicted the drop off rate, but we can learn from it.\nmaybe focus the localization efforts on an executive summary that is featured on the first page?\n
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  • simple, but powerful tool\nthink about your answers to the beer question (if you can’t make it)\n
  • simple, but powerful tool\nthink about your answers to the beer question (if you can’t make it)\n
  • simple, but powerful tool\nthink about your answers to the beer question (if you can’t make it)\n
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  • let’s go hand in hand, and work together on developing new ideas for campaigns and creating them!\n\nsomeone conceptualizes something, others give feedback\n\niterate!\n
  • It implies the communication happening only in one direction: from us to them\nInstead, we should be talk about dialog, conversation\n
  • in fact, don’t wait to be asked for feedback.\nbe active, we need a bit of in-your-face attitude. this is your project.\nyour responsibility\n\n
  • no, really.\n
  • until you tell us\n
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  • the whole process change that I just talked about is one initiative\nhave ideas for more?\nmake it your own\n
  • a new dawn\n
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  • Transcript

    • 1. World Ready How you can shape the future of campaigns
    • 2. Creating bettercampaigns
    • 3. Creating bettercampaigns Enabling participation
    • 4. Creating bettercampaigns Enabling participationRaising the level ofconversation
    • 5. Firefox 1.024 locales
    • 6. Firefox 884 locales
    • 7. ADIs usingen-US and en-GB30%
    • 8. ADIs in the US18%
    • 9. A huge, diverseuserbase aroundthe world
    • 10. Translate the software
    • 11. Translate the software the message
    • 12. Mozillafy the message that works locally
    • 13. You are our local experts
    • 14. You want to participate
    • 15. enableparticipation
    • 16. Stop throwingstuff over thewall
    • 17. “Localizers are not Google translatemachines nor employees: we need to knowwhat a campaign is aimed at. Buzz?Emphasizing some features? Whats thetarget? 20 000 people? 1 million?
    • 18. Understand,communicate the goals
    • 19. ConceptDesignCopyDevQALocalization
    • 20. Too lateNot ‘two latte,’ duh!
    • 21. We would heara lot of ‘no’ latein the process
    • 22. Instead,say ‘yes’ early inthe process
    • 23. ConceptDesignCopyDevQA
    • 24. }ConceptDesignCopy + youDevQA
    • 25. mail.mozilla.org/listinfo/world-ready
    • 26. Track andlearn fromthe metrics
    • 27. “OK, we localized the campaign but was ituseful? How many people did wereach? How many hits, whatever else? etc.Was it worth to spend time onlocalizing it? [...] we are interested to knowthat just to know if we localized in vainor if it was a success.
    • 28. }ConceptDesignCopy + youDevQA
    • 29. DesignCopyDevQA } + youLaunchMetrics } + you, too
    • 30. Share results metrics
    • 31. main page 100.0%opportunities 11.9%people 5.6%ahead 4.1%faq 3.4%
    • 32. learn from the numbers
    • 33. Raisethe level ofconversation
    • 34. Which part of yourpersonality isspeaking?
    • 35. Mozilla
    • 36. MozillaTechnology
    • 37. MozillaTechnologyCulture
    • 38. Culture
    • 39. definehappiness
    • 40. directindirect
    • 41. Let’s meet for a beeron Thursday night.
    • 42. A. I can’t, sorry. I’m busy on Thursday.
    • 43. A. I can’t, sorry. I’m busy on Thursday.B. Yeah, sure! I might not be able to make it on Thursday, though.
    • 44. directindirect
    • 45. inductivedeductive
    • 46. Let’s meet for a beeron Thursday night.
    • 47. A. I don’t know if I can make it, I’ll let you know.
    • 48. A. I don’t know if I can make it, I’ll let you know.B. Absolutely, let’s keep in touch. I’ll try to make it.
    • 49. deductiveinductive
    • 50. collectivisticindividualistic
    • 51. collectivisticindividualistic
    • 52. Let’s meet for a beeron Thursday night.
    • 53. A. I can’t, you guys go meet without me.
    • 54. A. I can’t, you guys go meet without me.B. I can’t. How about Friday instead?
    • 55. individualisticcollectivistic
    • 56. directindirectdeductiveinductiveindividualisticcollectivistic
    • 57. direct indirectdeductive inductiveindiv. collectiv.
    • 58. direct indirectdeductive inductiveindiv. collectiv.
    • 59. articulate culturally-sensitive issues
    • 60. articulate culturally-sensitive issuestrade stories
    • 61. articulate culturally-sensitive issuestrade storieslearn other cultures
    • 62. Hand in hand
    • 63. ‘Feedback’ isa trap word
    • 64. I’mserious
    • 65. Wedon’t knowwhatwedon’t know
    • 66. World Ready isan umbrella term
    • 67. Multiple initiativesto makeparticipation better
    • 68. Thank you
    • 69. http://www.flickr.com/photos/jazamarripae/1757665016/http://www.flickr.com/photos/calliope/2237409207/http://www.flickr.com/photos/sheeshoo/2960271856/http://www.flickr.com/photos/martingarri/249061137/http://www.flickr.com/photos/ocbeejay/300752768/http://www.flickr.com/photos/vintagedept/3625250971/http://www.flickr.com/photos/madhava/3548734739/http://www.flickr.com/photos/nathangibbs/98592171/http://www.flickr.com/photos/14094904@N04/5472601765/http://www.flickr.com/photos/protographer23/5183333215/http://www.flickr.com/photos/jonathanmcintosh/3099971987/http://www.flickr.com/photos/jamiesrabbits/5714057619/http://www.flickr.com/photos/20after4/2435081502/http://www.flickr.com/photos/methticalman/2850858531/andDavid Tenserphoto credits
    • 70. wiki.mozilla.org/L10n:WorldReady
    • 71. wiki.mozilla.org/L10n:WorldReadymail.mozilla.org/listinfo/world-ready