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Community Marketing Call, April 14th
- 2. Agenda • Marketing Survey • World Cup • Firefox Education Update • Student Reps • TEDx Sarajevo + OpenCoffee • Balkans InterCommunity Event • Thunderbird
- 4. About the Survey Objective: Measure and segment the community marketing team Top responses by country: •India (235) •United States (48) •Mexico (25) •Chile (20) •Brazil (18) http://moz.marketing.sgizmo.com/
- 5. Who We Surveyed • 541 responses • 367 Student Reps • 60 countries • Mostly new contributors
- 6. Areas of Interest Area of Interest count % Campus Reps 395 69 Social Media 342 60 Speaking and presenting 341 60 Hosting events 287 50 Public Relations 265 46 Graphic or web design 215 38 Localization of marketing materials 197 34 Facilitating or mentoring for the marketing team 173 30 Market research 160 28 Creating collateral 156 27 Guerrilla marketing campaigns 131 23
- 7. Insights New contributors (<2 years) Experienced contributors • are less likely to constantly promote • are more interested in guerrilla marketing (8% vs 4%) Mozilla (70% vs 90%) • are more interested in facilitating or • want to gain marketing experience more mentoring for the marketing team (9% vs 6%) than experienced contributors (17% vs 8%) Both • are not as passionate about promoting • 13% promote Mozilla to non-technical Mozilla Mission (25% vs 32%) people • are somewhat less likely to consider • 46% didn't know about bi-weekly calls themselves supporters of FOSS (30% vs • 7% interest in promoting Drumbeat 34%) • show interest in volunteering with market research (7%, 109 people)
- 8. Take-Aways • Encourage CMT to promote Mozilla to non-technical people • Educate CMT more about Mozilla Mission, Drumbeat, and benefits of FOSS • Educate new contributors about marketing techniques (such as guerrilla marketing, Integrated Mktg Campaigns) • Create more awareness about bi-weekly calls
- 9. World Cup
- 10. Goals (or Goooooaaaaals!) • Create campaign to generate excitement around the World Cup • Aim is to reinforce Firefox is the best way to stay connected to the game online.
- 11. Personas • Personas Competition • Each country has a Persona, and the “team” with the most average fans over the tournament wins. • Secret Prize
- 12. Add-on • Feature Add-Ons as the best way to stay connected. • Looking for Partners to do content.
- 13. Show us your passion! • Download Personas • Throw Firefox Viewing Parties • Firefox Football-themed swag • Twibbon • Facebook & Twitter • Youtube & Flickr
- 14. Spread Firefox Education Toolkit
- 15. 2 New Pieces Added • Banner • Event Promotional Flyer
- 16. Localization of Toolkit • Currently there are a number of pieces that can be localized: • 5 pieces of print collateral (the event promotional flyer and event banner don't require localization.) • 4-Up Flyer • Firefox: World's Best Browser • How to Choose a Web Browser • What is Mozilla? • Student Rep Program • Presentation- Mozilla Firefox: Meet the World's Best Browser
- 17. Localization of Toolkit • Currently there are a number of pieces that can be localized: • 5 pieces of print collateral (the event promotional flyer and event banner don't require localization.) • 4-Up Flyer • Firefox: World's Best Browser • How to Choose a Web Browser • What is Mozilla? • Student Rep Program • Presentation- Mozilla Firefox: Meet the World's Best Browser
- 18. http://mozilla.sarahdoherty.net/ sfxedutoolkit_l10n.zip All instructions are included in .zip file.
- 19. Localization of Toolkit • Once you are done localizing the materials we would love to link back. In order to be added to this section: • Create a microsite page on your community website or blog for the education toolkit. • Include the copy from spreadfirefox.com/edutoolkit (localized of course). Also, if you have any tips or tricks for using the materials locally please include them! • Place links to all of the files you localized for download on your microsite. • Send an e-mail sarah@mozilla.com
- 21. Student Reps Update William Reynolds April 13, 2010
- 22. Student Reps Network High engagement • 1851 active Reps (3100 total) • 189 forum topics • 46 blog posts • 873 pictures
- 23. Bi-weekly newsletter • Announces campaigns + gives timely CTAs • Recognizes active Reps • Stats • 650 subscriptions • 44% open rate • 25% click rate
- 24. New website on mozilla.org • Officially announcing new brand • Launching early May • Designed for global audience • Localized by Reps • Starting with 5 locales • Supports @font-face
- 25. TEDx Sarajevo + OpenCoffee
- 26. InterCommunity Meetup • May 21 - 23 • Skopje, Macedonia • https://wiki.mozilla.org/Balkans:2010
- 27. Thunderbird • Doing our first funnel cake builds this week. • Getting good feedback on surveys, end-user survey and uninstall. Anyone interested in helping us do more surveys? • Thunderbird 2.0.0.24 is our last planned security and stability update. • Feedback on Quick Filter add-on and Migration Assistant • http://clarkbw.net/blog/2010/04/02/quick-filtering-in- thunderbird/ • http://weblog.latte.ca/blake/employment/mozilla/ thunderbird/migrationAssistantV1
Editor's Notes
- Choose an Event Pick a good time of year and find out what events are coming up. There will be several events throughout the year that will be good choices for promoting Firefox. Create a short list of events you want to participate in. If you can't get into your first choice, have a few backups. You can always do more than one! Be prepared and remember the deadlines. Get your application in on time. Take care of any deposits for your booth. Sign people up to help. Plan for your Booth Booth or table? Decide which will be best based on cost, type of event, etc. If you need support, have a fundraiser and find volunteers. Choose your location. Be sure to find a place with lots of foot traffic. Make sure your signage will be visible. Try to coordinate your location close to similar booths. Work with others. Consider getting a booth with other open source organizations (e.g. Linux clubs) or other common interest groups (e.g. accessibility). Work together to make a bigger impact. Prepare your Messaging Talk about Firefox and the features you feel are most important to them. Firefox has so many great features and reasons why people make the switch. Trying to tell people about all of them can be overwhelming. Choose a few points based on the audience and focus on those. Show them how things work. People believe what they see. Include displays that help demonstrate your points. Be creative! Let people try out Firefox 3.5 on the spot and ask questions. Tell them about Mozilla and our mission. Take the opportunity to educate people about open source, the "open Web", and why Mozilla is a unique project and organization. Show them why Firefox is more than just a browser. Give out Mozilla Foundation flyers/brochures. &#xA0; Create Incentives Free swag. Getting people to your booth is as easy as giving away free swag! Contact Mozilla as early as possible to get your swag pack in time (please allow at least 3-4 weeks for delivery). Create your own Firefox promotional materials. Use the Firefox wordmark/logo to create your own t-shirts, flyers, and posters. Submit a design to the Community Store and encourage people check out all the designs. Make it interactive and fun. Come up with an attraction that will make people who haven't heard of Firefox want to check out your booth. Install Firefox/Fennec on a device that people will want to play with. Try the Nokia n810, Nintendo DS, or a Netbook Show off our furry mascots! Foxkeh loves to tell people about Firefox. Find a plush version to help man the booth &#xA0;
- Choose an Event Pick a good time of year and find out what events are coming up. There will be several events throughout the year that will be good choices for promoting Firefox. Create a short list of events you want to participate in. If you can't get into your first choice, have a few backups. You can always do more than one! Be prepared and remember the deadlines. Get your application in on time. Take care of any deposits for your booth. Sign people up to help. Plan for your Booth Booth or table? Decide which will be best based on cost, type of event, etc. If you need support, have a fundraiser and find volunteers. Choose your location. Be sure to find a place with lots of foot traffic. Make sure your signage will be visible. Try to coordinate your location close to similar booths. Work with others. Consider getting a booth with other open source organizations (e.g. Linux clubs) or other common interest groups (e.g. accessibility). Work together to make a bigger impact. Prepare your Messaging Talk about Firefox and the features you feel are most important to them. Firefox has so many great features and reasons why people make the switch. Trying to tell people about all of them can be overwhelming. Choose a few points based on the audience and focus on those. Show them how things work. People believe what they see. Include displays that help demonstrate your points. Be creative! Let people try out Firefox 3.5 on the spot and ask questions. Tell them about Mozilla and our mission. Take the opportunity to educate people about open source, the "open Web", and why Mozilla is a unique project and organization. Show them why Firefox is more than just a browser. Give out Mozilla Foundation flyers/brochures. &#xA0; Create Incentives Free swag. Getting people to your booth is as easy as giving away free swag! Contact Mozilla as early as possible to get your swag pack in time (please allow at least 3-4 weeks for delivery). Create your own Firefox promotional materials. Use the Firefox wordmark/logo to create your own t-shirts, flyers, and posters. Submit a design to the Community Store and encourage people check out all the designs. Make it interactive and fun. Come up with an attraction that will make people who haven't heard of Firefox want to check out your booth. Install Firefox/Fennec on a device that people will want to play with. Try the Nokia n810, Nintendo DS, or a Netbook Show off our furry mascots! Foxkeh loves to tell people about Firefox. Find a plush version to help man the booth &#xA0;