The success of Firefox and Mozilla can without a doubt be attributed to the strength and breadth of its community. Word of mouth and participatory grass roots marketing campaigns have resulted in hundreds of millions of people using Firefox. As we continue to grow, how do we inspire users and fans to continue to participate in Mozilla? How do we widen and lower the barrier to participation and create momentum for action?

1. User Participation 2.0

2. Participation?
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3. We’ve pioneered...
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4. ...Grassroots Marketing
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5. 5

6. 6

7. 7

8. Even aliens participate...
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9. 9

10. And, have a lot to
celebrate!
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11. But things are changing...
• Competition is tough.
• Firefox has moved mainstream.
• Early adopters are looking to Chrome.
• Browsers matter + ad dollars show it.
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12. ns
il lio
$ M
d =
p en
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Chrome ads: UK, France, Germany, Spain, and Italy.
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13. Where to now?
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14. Our users
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15. Let’s empower them!
All 400 million.
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16. Our users = Our stakeholders.
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17. Our key channels:
• Spread Firefox
• Affiliates
• Social Media
• Student Reps
• Mozilla Drumbeat
• Mozilla Contribute
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18. 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Site itself outdated, confusing & not localized.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.
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19. 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?
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20. 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.
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21. 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!
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22. 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.
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23. 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.
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24. 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
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25. 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
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26. Brainstorm!
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27. 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
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28. The future...
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29. Starting to dream up, but...
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30. Want to help?
Sign up + add ideas here:
http://bit.ly/usepart
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31. Addendum
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32. Best Practices
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33. 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
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34. Causes
• Highly Viral
• Leverages existing social network
• Dashboard illustrating your efforts
• Participants earn “Social Credit”
Social Credit +
Social Network
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35. 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
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36. 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
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37. Foursquare + Gowalla
• Rewards for “check-ins”
• In-game competition Status + Game
• Mayor (Foursquare)
• Leader board (Gowalla)
• Actual giveaways
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38. Whole Living Action Plan
• Low barrier to entry
• One CTA per day Simple CTA
• Reminder signups
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39. Participation
Wizard
Want to do more?
Care about
Time & skill?
Open Web?
Student? Creative?
Drumbeat Contribute
Student
Reps MCC
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