User Participation

Overview

Historically, user participation at Mozilla has taken the shape of organic marketing efforts and participatory campaigns. The market landscape, as well as the scope of our user base, has changed dramatically. Additional information & background

Over the remainder of 2010 into 2011 we'll explore ways to enable our userbase to feel a part of Mozilla at scale.

Objectives

• Enable and empower our 400 million users to spread the word about Mozilla and Firefox.
• Increase the overall number of people who feel like stakeholders.
• Continue to pioneer our special brand of marketing.

Strategies

• Cast the net-wide: provide users the opportunity to identify as supporters.
• Create meaningful activities for all levels of engagement.
• Leverage what we know best and draw from successful social movements.

Q3

• Overall theme: Refocus participation activities and next generation of participation platform. Launch new and/or revitalize current participation channels, including:
  • Customer Care: Create lightweight page for Twitter users to provide Firefox support and reply to tweets
    • Mockup
    • Rollout plan + signposts - announce end of September
      • Blog
      • Facebook
      • Twitter
      • What's happening at Mozilla
      • October newsletter
  • Participation Landing page: Create lightweight participation page to lower barrier to entry for users to help promote Firefox.
    • Mockup
    • Initial CTAs:
      • Promote Firefox online: Focuses on our Affiliates program. In conjunction with this page, we'll roll out our new Text Links program. Staged here.
      • Join the Firefox 4 Beta program.
      • Join our Customer Care efforts.
      • Share Firefox via Twitter + Facebook.
    • Rollout plan + signposts:
      • Announce end of September:
        • Blog
        • Facebook
        • Twitter
        • Spread Firefox
        • What's happening at Mozilla
        • Snippet
        • October newsletter
        • First run/What's new
  • Engagement l10n team: Create a new focus area on the localization team in order to meet growing engagement l10n needs in varying channels. Current plan here.
    • Next steps:
      • Send out introductory email to localization team.
      • Call for sign ups.
      • Kick off program with small, achievable tasks focused on Beta 4 affiliate buttons + social media updates.

Q4

• Overall theme: Continue to ramp up participation areas and promote Firefox 4. Kick off Student Reps orientation week and streamline Spread Firefox. See roll out plan for Community Care + Participation.
  • Community Care: Create momentum for Twitter care and ramp up Facebook outreach
    • Program Goal/Metrics: Expand the community care program answering 25% of all Firefox tweets each day with 200+ active contributors.
    • Landing page:
      • Add "top responders" sidebar block and reward top users with swag
      • Add sidebar block to encourage Army of Awesome to respond to Facebook comments
    • Facebook:
      • Develop Customer Care strategy for Facebook
      • Roll out "Need help?" tab on Firefox Facebook page
        • Provides signposts to most common SUMO issues
        • Includes SUMO "What do you need help with?" search box
  • Student Reps: Host first Student Orientation week.
    • Roll out new guidelines + projects.
    • Introduce swag sign up (contingent on orientation week sign up)
    • Rollout measurement.
  • Participation platform:
    • Program Goal/metric:
    • Participation page: Roll out three new CTAs.
    • Spread Firefox: Rehaul + simplify site.
      • Organize + host summit with stakeholders.
      • Craft plan + kick off work.
  • Affiliates: Roll out Beta program + gear up for Firefox 4 launch.
• Needed resources:
  • Student Reps orientation staffing.
  • Affiliates

Notes:

• Add membership
• Sub goals for numbers for participation + customer care page.