An update to our Mozilla Brazil community building event schedule:
The Rio de Janeiro Mozilla Community Gathering on Friday, June 22 from 5pm to 8pm will now be held at Devassa Flmengo. The address is: Rua Senador Vergueiro, 2 and phone is: (21) 2223-1658.
Please help us spread the word! For more information, please contact me at jt at mozilla dot com.
Tuesday, June 19, 2007
Thursday, June 14, 2007
Mozilla Brazil Trip Schedule
As I mentioned earlier, Asa and I will be heading to Brazil to help build and support marketing community. Below is the itinerary for our trip…
Thursday June 21, 2007
• Meeting Mr. Ronaldo Lemos, the Director of the Center for Technology and Society at the Fundação Getulio Vargas School of Law in Rio de Janeiro, Brazil and of Creative Commons Brazil.
Friday June 22, 2007
• Meeting with Professor Geraldo Xexeo from the Federal University of Rio de Janeiro (UFRJ)
• 2:00 p.m. – Mozilla Presentation at UFRJ
• 5:00 p.m. – Mozilla Community Gathering at Bennett Institute in Rio de Janeiro-- Open to all!
Travel to São Carlos
Monday June 25, 2007
• Dinner with Mozilla Community in São Carlos
Tuesday June 26, 2007
• 1:30 p.m. - Mozilla Community Development Day at the Institute of Mathematical Sciences and Computation at the University of São Paulo, Brazil
o 2:00 p.m. – Mozilla presentation
o 3:00 p.m. – Open forum
o 5:00 p.m. – Mixer
Wednesday June 27, 2007
• Meeting, presentation, and lunch with the UOL (www.uol.com)
• 5:00 p.m. – Mozilla Community gathering at the Golden Tulip Paulista Plaza Open to all!
Thursday June 28, 2007
• Morning meeting with BuscaPé
• Evening meeting with Unicamp.
If you have any questions or want to join us while we are there, please contact jt at mozilla dot com.
Thursday June 21, 2007
• Meeting Mr. Ronaldo Lemos, the Director of the Center for Technology and Society at the Fundação Getulio Vargas School of Law in Rio de Janeiro, Brazil and of Creative Commons Brazil.
Friday June 22, 2007
• Meeting with Professor Geraldo Xexeo from the Federal University of Rio de Janeiro (UFRJ)
• 2:00 p.m. – Mozilla Presentation at UFRJ
• 5:00 p.m. – Mozilla Community Gathering at Bennett Institute in Rio de Janeiro-- Open to all!
Travel to São Carlos
Monday June 25, 2007
• Dinner with Mozilla Community in São Carlos
Tuesday June 26, 2007
• 1:30 p.m. - Mozilla Community Development Day at the Institute of Mathematical Sciences and Computation at the University of São Paulo, Brazil
o 2:00 p.m. – Mozilla presentation
o 3:00 p.m. – Open forum
o 5:00 p.m. – Mixer
Wednesday June 27, 2007
• Meeting, presentation, and lunch with the UOL (www.uol.com)
• 5:00 p.m. – Mozilla Community gathering at the Golden Tulip Paulista Plaza Open to all!
Thursday June 28, 2007
• Morning meeting with BuscaPé
• Evening meeting with Unicamp.
If you have any questions or want to join us while we are there, please contact jt at mozilla dot com.
Welcome Rishi!
Rishi Mallik, a senior at Stanford studying Management Science and Engineering, has just joined the Mozilla marketing team as a summer intern. He will be with us until September focusing on furthering our international marketing efforts. In particular, he will be working to better understand the state of Firefox and the Mozilla marketing communities in Mexico, Chile, Australia, Russia, Pakistan, Singapore, Canada and Turkey. If you have thoughts, ideas or questions, please contact him at rmallik at mozilla dot com.
Tuesday, June 12, 2007
Overcoming muscle memory—how do we increase Firefox retention?
To date, Mozilla has done a reasonably good job getting people to download Firefox, but our data shows that a very high percentage of those people do not become long term, active Firefox users. We need to figure out how we overcome the default behavior of “clicking on the blue e.”
This obviously is not just a marketing challenge, but one that the whole company (and broader community) must face head on. To this end, we asked for an early round of ideas on how to improve Firefox retention. Below is an edited version of that feedback. What do you think? What are we missing?
Firefox Retention
Some high level questions:
How do we make Firefox people’s default browser (in choice and in practice)?
How do we make people “own” their browser and make it more personalized?
How do we change the habit of “clicking the blue e”?
Understanding our users
Segmenting users to understand why and how they use the internet/Firefox
Understand our user touch points along the user life cycle
Product
Improved and more sticky start page
Better auto-updating process
Icon/name on desktop
-“get on the internet”
-Fx in start menu
Focus on security
Make plug-in finder much easier (Windows media player, flash, etc)
Window that pops up if you haven’t used Fx in a while
Partners as a retention tool (ebay, kodak, joga, google)
Personalization
-add-ons
add ons contest (for people who download—not develop)
-themes
-personas
Brand
Security (in product and general messaging)
Brand campaign around thanking users of Firefox (and a tell a friend link)
Message benefits of open source and mission of Mozilla
Support
Firefox support
-support as a way to turn people in to evangelists—after all support requests, say “you were just helped by a Mozilla volunteer, get involved today”
- feedback loop helps tell engineering, qa and product what doesn’t work before people tell us in the exit survey
User Education “tools, tricks, tips”
Evangelism
Mozilla store as retention tool
User groups and community events (college reps, etc)
User Parties (more than just 1 for Fx launches)
Community as a part of retention
- get people to sfx
Email newsletter with combo of cool blog posts, tips and tricks
To make comments or suggestions and to ask questions, please visit the spreadfirefox.com forum topic.
This obviously is not just a marketing challenge, but one that the whole company (and broader community) must face head on. To this end, we asked for an early round of ideas on how to improve Firefox retention. Below is an edited version of that feedback. What do you think? What are we missing?
Firefox Retention
Some high level questions:
How do we make Firefox people’s default browser (in choice and in practice)?
How do we make people “own” their browser and make it more personalized?
How do we change the habit of “clicking the blue e”?
Understanding our users
Segmenting users to understand why and how they use the internet/Firefox
Understand our user touch points along the user life cycle
Product
Improved and more sticky start page
Better auto-updating process
Icon/name on desktop
-“get on the internet”
-Fx in start menu
Focus on security
Make plug-in finder much easier (Windows media player, flash, etc)
Window that pops up if you haven’t used Fx in a while
Partners as a retention tool (ebay, kodak, joga, google)
Personalization
-add-ons
add ons contest (for people who download—not develop)
-themes
-personas
Brand
Security (in product and general messaging)
Brand campaign around thanking users of Firefox (and a tell a friend link)
Message benefits of open source and mission of Mozilla
Support
Firefox support
-support as a way to turn people in to evangelists—after all support requests, say “you were just helped by a Mozilla volunteer, get involved today”
- feedback loop helps tell engineering, qa and product what doesn’t work before people tell us in the exit survey
User Education “tools, tricks, tips”
Evangelism
Mozilla store as retention tool
User groups and community events (college reps, etc)
User Parties (more than just 1 for Fx launches)
Community as a part of retention
- get people to sfx
Email newsletter with combo of cool blog posts, tips and tricks
To make comments or suggestions and to ask questions, please visit the spreadfirefox.com forum topic.
Firefox Support Next Steps
The Firefox Support working group has made a great deal of progress in our effort to improve support for Firefox users. After getting feedback on our support plan overview and product requirements document, we are now ready to put the plan in action. In this post, I will give a brief overview of our implementation timeline, with a focus on our two most important next steps: staffing and the support platform.
Staffing
In order for this plan to happen, Mozilla needs an employee (at a minimum) who is dedicated full time to our community based Firefox support. We currently have an open job for someone to coordinate the day to day operations of Firefox support. Please pass this along to someone you know (or apply yourself!).
Support Coordinator (apply at careers@mozilla.com)
Brief job description:
The Support Coordinator will be responsible for the definition and implementation of highly leveraged global support strategies and programs to improve Firefox’s user support.
Responsibilities:
Develop support platform timeline with working group and drive implementation of Firefox support platform on Mozilla.com
• Work with UI, marketing creative and user education teams to take ownership of roll out of certain aspects of the support platform
• Oversee content migration, population and editing
• Establish best practices for knowledge base, forums and live chat
Mobilize volunteers for successful platform roll out and continued support
Spearhead efforts to recruit and train more volunteers
Develop and track metrics to ensure quality user support and healthy support community
Identity, develop and support volunteer community
Upgrade support platform as necessary
Develop and implement formal feedback loops
Serve as primary interface for support between marketing, product, QA and engineering
Responsible for overall user care efforts (including responding to letters, voicemails, etc.)
Choosing a platform
We have decided to build a prototype of the support platform using MediaWiki to power the knowledge base and Drupal to power the forum and other interfaces. These open source solutions, with their current plug-ins, should give us many of the features that we require, along with the flexibility to customize to the needs of our project. MediaWiki powers most of the other Mozilla wiki's as well as large scale sites. Mozilla currently uses Drupal for spreadfirefox.com.
Building a beta knowledgebase
The first phase of our prototyping will be a knowledge base beta with a main search interface. The development of the knowledge base will have two components that will run concurrently: content as well as design and development. If you would like to participate in this development process, please contact me at jt at mozilla dot com (really looking for someone with MediaWiki experience).
Firefox Support Timeline v1
June:
Knowledge base style guide and inventory complete
Knowledge base design
July:
Content migration, development and editing
August
Support coordinator on board
Beta version of knowledge base and support interface live
As always, your feedback and participation is important. I look forward to hearing from you.
Staffing
In order for this plan to happen, Mozilla needs an employee (at a minimum) who is dedicated full time to our community based Firefox support. We currently have an open job for someone to coordinate the day to day operations of Firefox support. Please pass this along to someone you know (or apply yourself!).
Support Coordinator (apply at careers@mozilla.com)
Brief job description:
The Support Coordinator will be responsible for the definition and implementation of highly leveraged global support strategies and programs to improve Firefox’s user support.
Responsibilities:
Develop support platform timeline with working group and drive implementation of Firefox support platform on Mozilla.com
• Work with UI, marketing creative and user education teams to take ownership of roll out of certain aspects of the support platform
• Oversee content migration, population and editing
• Establish best practices for knowledge base, forums and live chat
Mobilize volunteers for successful platform roll out and continued support
Spearhead efforts to recruit and train more volunteers
Develop and track metrics to ensure quality user support and healthy support community
Identity, develop and support volunteer community
Upgrade support platform as necessary
Develop and implement formal feedback loops
Serve as primary interface for support between marketing, product, QA and engineering
Responsible for overall user care efforts (including responding to letters, voicemails, etc.)
Choosing a platform
We have decided to build a prototype of the support platform using MediaWiki to power the knowledge base and Drupal to power the forum and other interfaces. These open source solutions, with their current plug-ins, should give us many of the features that we require, along with the flexibility to customize to the needs of our project. MediaWiki powers most of the other Mozilla wiki's as well as large scale sites. Mozilla currently uses Drupal for spreadfirefox.com.
Building a beta knowledgebase
The first phase of our prototyping will be a knowledge base beta with a main search interface. The development of the knowledge base will have two components that will run concurrently: content as well as design and development. If you would like to participate in this development process, please contact me at jt at mozilla dot com (really looking for someone with MediaWiki experience).
Firefox Support Timeline v1
June:
Knowledge base style guide and inventory complete
Knowledge base design
July:
Content migration, development and editing
August
Support coordinator on board
Beta version of knowledge base and support interface live
As always, your feedback and participation is important. I look forward to hearing from you.
Wednesday, June 6, 2007
First steps to seed global Mozilla marketing communities
In last week's post, I wrote about our general plans to seed Mozilla marketing communities around the globe. This week I will go in to a few more details: marketing platform goals, marketing locale goals and the timeline/priorities for the locales.
Marketing platform goals:
SpreadFirefox.com- this central platform for Mozilla marketing community should launch this summer and will incorporate the goals below (except support and mozilla.com):
PR- put Mozilla and Firefox messaging, faq’s and press releases online for localization
Events- engage locales in Mozilla events program
Metrics and Analytics- develop dashboard of key metrics that is accessible by community
College reps- Support college outreach efforts globally
Mozilla.com/getfirefox.com- develop scalable CMS solution that allows for localized version of Mozilla.com and getfirefox.com using best practices and analytics
Firefox Support- initially provide knowledge base content for locales to use in support efforts. Eventually, provide platform (knowledge base, forum and chat) that can be localized based on needs of communities.
Marketing locale goals:
These goals should be viewed as a checklist. For some locales, many of the goals are already accomplished (localized version of Firefox); while in some locales, goals may not work with our high level goal to move quickly. That said, this should give you a good idea of what we think is important in building marketing communities.
Priority 1
Localized version of Firefox
PR- establish local PR agency/contact
Establish baseline metrics and methods for measurement
Identify and develop where needed local marketing leaders and marketing community
Priority 2
Live version spreadfirefox.com or equivalent for locale
Develop relationships with traditional partners (colleges, open source groups, etc.)
Community driven marketing campaign (“New York Times/Crop Circle” style)
Outreach to top websites in locale to ensure compatibility with Firefox
Priority 3
Localize best practice version of Mozilla.com and getfirefox.com
Establish and train local volunteer spokespeople
Localize top add-ons
Live local support
Low-touch partnership with top search/sites
Leverage partners for marketing efforts
Rough timeline for marketing community development efforts:
We can’t do all this at once! Below you can see a rough timeline of when we will begin to focus on the priority one goals for each locale. Priority two and three goals will follow over time (with obvious deference to locales with potential for highest impact). It is important to note that while we will be focusing our efforts on certain countries, once the marketing platforms are live (many are live now), all locales should have access to Mozilla marketing support.
In my next post, I will describe our plan to make a more focused effort to spread Firefox. To get a quick idea at where we will focus, check out the timeline above and the list of internet users by country .
Marketing platform goals:
SpreadFirefox.com- this central platform for Mozilla marketing community should launch this summer and will incorporate the goals below (except support and mozilla.com):
PR- put Mozilla and Firefox messaging, faq’s and press releases online for localization
Events- engage locales in Mozilla events program
Metrics and Analytics- develop dashboard of key metrics that is accessible by community
College reps- Support college outreach efforts globally
Mozilla.com/getfirefox.com- develop scalable CMS solution that allows for localized version of Mozilla.com and getfirefox.com using best practices and analytics
Firefox Support- initially provide knowledge base content for locales to use in support efforts. Eventually, provide platform (knowledge base, forum and chat) that can be localized based on needs of communities.
Marketing locale goals:
These goals should be viewed as a checklist. For some locales, many of the goals are already accomplished (localized version of Firefox); while in some locales, goals may not work with our high level goal to move quickly. That said, this should give you a good idea of what we think is important in building marketing communities.
Priority 1
Localized version of Firefox
PR- establish local PR agency/contact
Establish baseline metrics and methods for measurement
Identify and develop where needed local marketing leaders and marketing community
Priority 2
Live version spreadfirefox.com or equivalent for locale
Develop relationships with traditional partners (colleges, open source groups, etc.)
Community driven marketing campaign (“New York Times/Crop Circle” style)
Outreach to top websites in locale to ensure compatibility with Firefox
Priority 3
Localize best practice version of Mozilla.com and getfirefox.com
Establish and train local volunteer spokespeople
Localize top add-ons
Live local support
Low-touch partnership with top search/sites
Leverage partners for marketing efforts
Rough timeline for marketing community development efforts:
We can’t do all this at once! Below you can see a rough timeline of when we will begin to focus on the priority one goals for each locale. Priority two and three goals will follow over time (with obvious deference to locales with potential for highest impact). It is important to note that while we will be focusing our efforts on certain countries, once the marketing platforms are live (many are live now), all locales should have access to Mozilla marketing support.
In my next post, I will describe our plan to make a more focused effort to spread Firefox. To get a quick idea at where we will focus, check out the timeline above and the list of internet users by country .
Tuesday, June 5, 2007
Mozilla Brazil-- Community building events (Join us)
As Asa mentioned, we will be in Brazil for community building from June 21-28. More detailed info on the trip will be posted soon.
Here's a quick schedule of trip:
Rio de Janeiro: June 21-24
Sao Carlos: June 26
Sao Paulo City: June 27-28
We do want to highlight that we will be hosting Mozilla community gatherings in Rio and Sao Paulo. The goal of these gatherings is to help identify and develop the Firefox evangelism community in Brazil. They will be part social and part informative, so please help us spread the word to current and potential volunteers. More info on the exact time and location of the event are on the way.
Rio de Janeiro- Friday, June 22 evening
Sao Paulo City- Thursday, June 28 evening
If you want to help out or have any questions, please contact me at jt at mozilla dot com
Here's a quick schedule of trip:
Rio de Janeiro: June 21-24
Sao Carlos: June 26
Sao Paulo City: June 27-28
We do want to highlight that we will be hosting Mozilla community gatherings in Rio and Sao Paulo. The goal of these gatherings is to help identify and develop the Firefox evangelism community in Brazil. They will be part social and part informative, so please help us spread the word to current and potential volunteers. More info on the exact time and location of the event are on the way.
Rio de Janeiro- Friday, June 22 evening
Sao Paulo City- Thursday, June 28 evening
If you want to help out or have any questions, please contact me at jt at mozilla dot com
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