Maker Party

Marketing Plan Overview

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Content

1.) The Goal

2.) The Four Strategies

i.) Partner Engagement

ii.) Recruiting Active Mozillians

iii.) Owned Media: Mozilla.org & the Snippet

iv.) Earned Media: Press & Social

3.) Management & Monitoring Meetings

The Goal

• The Maker Party has to deliver the lion's share of our annual contributor target.
• We need 6,500 Contributors by the end of Q3
• We need 10,000 Contributors by the end of the year

The Four Strategies

• We are implementing four strategies to achieve this goal.
• i.) Direct engagement with partner organizations; target is 4,000 contributors
• ii.) Recruiting active Mozillians; 1,000
• iii.) Converting individual users from Mozilla.org and the snippet; and 1,000
• iv.) Engaging people through earned media. 500
• We are confident in the first and second. Less confident in the third. And embarking on a learning process about the fourth.
• Social media channels will be used to cultivate content and engage existing community members. Social media won't be relied upon as a recruitment vehicle.

Strategy I

Partner Engagement

Partner Engagement

The General Idea

• We are working with partners already committed to teaching aspects of web literacy to deliver Webmaker events with their participant networks.
• We believe we can achieve a critical mass of contributors by serving individuals who already self-identify as teachers.

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Partner Engagement

Our Partners

• We are recruiting promotional partners and event partners.
• Event partners are the primary focus. They are organizations - or informal groups of people - who intend to run Webmaker events and drive contributor numbers.
• Promotional partners will help us get the word out to their constituencies.
• Key partners (in terms of potential contributor engagement) include Coder Dojo, the UK National Citizenship Service, and Sathyabama University in India.

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Partner Engagement

How We're Going to Do It: Partner Engagement Flow

• The 2014 Maker Party features a simplified partnership engagement flow designed to leverage Maker Party as a hook into Webmaker and Hive.
• Partners are secured through marketing and sales efforts, introduced to a dedicated Account Manager who will stay as their point of contact through the Maker Party, provided with training, and supported throughout their event.
• Once the event concludes, they are contacted to see how things went and recruited into further engagement with Webmaker or a local Hive.
• RESOURCE: Partnership Flow (Slides 13 to 17) https://www.dropbox.com/s/a0ca8d1419k20z7/Partners%20Ops%20Presentation%20-%20July%202%2C%202014.pdf

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Partner Engagement

How We're Going to Do It: Partner Pipeline

• Partners are recruited and tracked through an integrated sales process, both in a dedicated spreadsheet and in the Gauntlet.
• RESOURCE: Dedicated Maker Party Partnership Pipeline https://docs.google.com/spreadsheet/ccc?key=0ApCSa8l3sstMdERac2FaTlFIbktvOVpmVV9xWjJlakE&usp=sharing
• RESOURCE: Integrated Contributor and Funding Gauntlet https://docs.google.com/spreadsheet/ccc?key=0AvbQej-RMUQMdDFROXprcjNSVlQyV3hLOXRueWM1Qmc#gid=0

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Partner Engagement

How We're Going to Do It: Training

• Once engaged, partners are provided with access to both recorded training videos and real-time training through Google Hangouts. The real time training will happen every Thursday throughout the course of the Party.
• Partners are offered guidance on how to set up events, develop curriculum, and share their activities back with the Maker Party community.
• RESOURCE: Recorded Training Videos https://laura.makes.org/thimble/MTU0MTc5OTkzNg==/maker-party-partner-training
• RESOURCE: Partner Training Google Hangout https://plus.google.com/events/c14c5ef39jf7mal8j4qppci40t4

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Partner Engagement

How We're Going to Do It: How-to Guides & Creative Assets

• Partners are also provided with a resource page that contains logos, remixable poster templates, event guides, and all of the materials required to throw a successful event.
• RESOURCE: Partner Resource Page http://party.webmaker.org/resources

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Partner Engagement

How We're Going to Do It: Support

• On demand partner support is provided through makerparty@mozilla.org, through our Twitter accounts at @Mozilla and @Webmaker, and the #TeachtheWeb and #MakerParty hashtags.
• There is also an e-mail list that will receive frequent updates through the course of the Maker Party.
• We have established a Maker Party forum on our Webmaker Discourse instance to help, celebrate and collect resources.
• RESOURCE: Discourse Instance http://discourse.webmakerprototypes.org/category/maker-party

Partner Engagement

How We're Going to Do It: Dedicated Staff

• Partners are served by a dedicated team:
• Amira and Lucy will provide baseline support.
• John will attend to larger partners around the world.
• Chris Lawrence and the Hive team will look after their local networks, education based partners as well as support overall engagement through social media and the press.
• Melissa will work with partners in LATAM and Japan.

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Partner Engagement

The Target

• We hope to engage 300 partners over the course of the Maker Party, resulting in 4,000 contributors.

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Strategy II

Recruiting Active Mozillians

Recruiting Active Mozillians

The General Idea

• We will run an intra-Mozilla campaign to engage Mozilla community members to run events for their friends, families, and in their communities.
• We are targeting individuals who are already active, but who may not have participated in Webmaker. We are also targeting the ~20K existing Webmaker mentors.
• The objective is to use their passion for Mozilla to recruit people from among the social and professional networks.

Recruiting Active Mozillians

Our Mozilla Communities

• Webmaker Mentor Community: Existing mentors who have been involved in Maker Party events in the past, as well as individuals who have come into the Maker Party through evergreen channels.
• Firefox Student Ambassadors: High school and university students who champion Firefox and Mozilla on their campus.
• Mozilla Reps: Established community volunteer leaders who represent Mozilla in their local communities. Reps are among the most dedicated and engaged Mozillians.
• Mozilla Hives: Hives members are early adopters of web literacy activities, many having helped to shape the current Webmaker offering.
• Mozillians: Mozillians is the all-encompassing term for members of the community, which makes its home at https://mozillians.org

Recruiting Active Mozillians

How We’re Going to Do It: Integrate into Existing Contribution Paths

• We are fortunate in that most of the heavy work has already been done. These individuals are already engaged with Mozilla and easily accessed.
• What we need to do is insert the Maker Party into the existing activation channels.
• We are working closely with our MoCo colleagues and their existing community engagement framework.

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Recruiting Active Mozillians

How We're Going to Do It: Activate Mozillians in their Communities

• We are running a series of outreach and engagement efforts to build excitement about the upcoming Maker Party. These include Cantinas and MozCamps.
• We are also offering Webmaker training around topics and themes known to interest the Mozilla community, including AppMaker and Net Neutrality. We are organizing CTAs around throwing Maker Parties in support of both initiatives.
• We are also planning a series of outreach e-mails pointing to landing pages customized for each community group.

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Recruiting Active Mozillians

How We're Going to Do It: Detailed Event Guides

• We have designed support pages and calls to action targeting each of the respective communities.
• The guides explain the Maker Party and how to go about organizing an event in your local community.
• RESOURCE: FSA Maker Party Guide https://wiki.mozilla.org/StudentAmbassadors/Activities/MakerParty
• RESOURCE: ReMo Maker Party Guide https://wiki.mozilla.org/ReMo/SOPs/MakerParty

Recruiting Active Mozillians

The Target

• We hope to engage 500 Mozillians over the course of Maker Party, resulting in 1,000 contributors.

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Strategy III

Owned Media: Mozilla.org and the Snippet

Owned Media: Moz.org & Snippet

The General Idea

• In addition to our work with partner organizations and our community, we are going to run a public-facing campaign to engage individual users.
• Bringing someone from a general Firefox or Mozilla channel through running a Webmaker event is a heavy lift. In order to increase the efficacy of this channel, we are going to focus on three things:
• (i) e-mail capture;
• (ii) a survey to segment and understand our users; and
• (iii) a 'light-touch' CTA that asks users to show someone how to do something, rather than throw an event.

Owned Media: Moz.org & Snippet

Our Owned Media Channels

• Mozilla is fortunate to have two highly-trafficked web properties: the Mozilla.org home page and the default home page on Firefox. Both get traffic measured in the millions or tens of millions of impressions per day.
• The Maker Party will be featured on the third panel on Mozilla.org throughout July and August.
• The Maker Party will reach 10% of snippet traffic for the first part of June; 30% of traffic from July 13th to 31st, and a TBD % - expected to be near 50% - throughout August.
• RESOURCE: Snippet Scheduling Bug: https://bugzilla.mozilla.org/show_bug.cgi?id=1002820#c16

Owned Media: Moz.org & Snippet

How We're Going to Do It: Mozilla.org Design & Testing

• We have developed design collateral for the third panel of the home page of Mozilla.org. We are working with the MoCo Mozilla.org team to get it featured.
• There will be limited testing of the home page panel, focusing our efforts on the much more highly-trafficked snippet.
• RESOURCE: Mozilla.org Maker Party Panel Design https://bug999044.bugzilla.mozilla.org/attachment.cgi?id=8452629
• RESOURCE: Mozilla.org Maker Party Panel Production Bug https://bugzilla.mozilla.org/show_bug.cgi?id=999044

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Owned Media: Moz.org & Snippet

How We're Going to Do It: Snippet Design & Strategy

• We are testing five different user funnels leading from the snippet.
• They are designed to test different assumptions and priorities, including e-mail capture, audience segmentation, account creation, direct 'teach' CTAs (more below), and a creative opportunity to let users directly hack the snippet page.
• Funnel 1: Snippet > short survey > simple "teach" call to action (CTA) > cultivation email series
• Funnel 2: Snippet > simple "teach" call to action (CTA) > submit email + report back > cultivation email series
• Funnel 3: Snippet > submit email > cultivation email series to create account
• Funnel 4: Snippet > create account
• Funnel 5: "Interactive Snippet" is an experiment in partnership with MoCo to take advantage of some innovations happening on the about:home page. The snippet will actually invite users to "hack" or "play with page code" right on about:home.
• RESOURCE: Detailed User Flow for Snippets 1 to 4 https://drive.google.com/file/d/0B_VT8vv8uni5OEpieFFWemxMd28/edit?usp=sharing
• RESOURCE: Prototype of Snippet 5 http://labs.toolness.com/temp/webmaker-firefox-snippet/

Owned Media: Moz.org & Snippet

How We're Going to Do It: Light-touch 'Teach' CTA

• We have designed a light touch call to action to anchor individual user engagement via the snippet and Mozilla.org. It is designed as an entry-level 'teach' contribution activity.
• One CTA focuses on having the user change their privacy settings, then asking them to show someone else. The second prompts them to make a meme, then show someone else how they did it.
• Both are attempts at creating an intermediate step between the single user at a computer experience -> a group of people teaching each other something, which is the goal of Webmaker.
• RESOURCE: Design-in-progress of Meme CTA: https://redpen.io/vpbe9023041e81c037

Owned Media: Moz.org & Snippet

How We're Going to Do It: Testing

• As with the EOY campaign, we will take a highly focused and data-driven approach to optimizing traffic conversion from Mozilla.org and the snippet.
• There are regular meetings, tracking spreadsheets, and other mechanisms in place to lead the required AB testing. Andrea, Adam, and Jean will be guiding the work.
• Most of our testing will be focused on Funnel 1 & 2 (at least 60%). The other 3 funnels are more "experimental" to learn more about the snippet audience.
• RESOURCE: Snippet Traffic Tracking https://docs.google.com/a/mozillafoundation.org/spreadsheet/ccc?key=0AnUkMzboH_XAdFY5Z3F0cUZtRkZXUG5qYUhUVTlJdWc&usp=drive_web#gid=9
• RESOURCE: Mozilla.org Traffic Tracking https://docs.google.com/a/mozillafoundation.org/spreadsheets/d/1R76-cRZj1HSLLtyLMAEURdxPkk-qXK9lgJLnSxUUtao/edit#gid=888620265

Owned Media: Moz.org & Snippet

The Target

• The goal from the owned media user funnel is 1,000 contributors.

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Strategy IV

Earned Media: Press & Social

Earned Media: Press & Social

The General Idea

• We need to grow the number of people involved in Webmaking, including from outside existing Mozilla channels.
• To do this we are implementing an earned media - aka press - strategy. The goal of the work will be to seed thought leadership pieces that establish notions of Web Literacy, as well as recruit direct traffic into our engagement funnel.
• We are not relying on social media to draw participation to Webmaker. Instead, we will rely on Twitter and Facebook to engage with existing participants, including sharing the results of their events. Our press team will harvest the best stories from social media to anchor our outreach.

Earned Media: Press & Social

Our Press Firm

• We have hired Turner4D to manage press outreach and to advise on social media strategy. They were selected through a competitive bidding process across 6 firms.
• Turner4D is running point on the earned media strategy. They are also helping partners with social media.

Earned Media: Press & Social

Our Social Media Channels

• We will be using three platforms: Twitter, Facebook, and G+
• We have extensive reach on Twitter through the @Mozilla and @Webmaker accounts, and through the #TeachtheWeb, #MakerParty and #hivebuzz hashtags
• Over 93K followers on Facebook
• Over 3900 members of the Webmaker G+ community with active conversation, sharing and engagement

Earned Media: Press & Social

How We're Going to Do It: Messaging

• The Maker Party communications and earned media strategy will be anchored on the following message box:
• Mozilla believes the web is a global public resource that’s integral to modern life; it shapes how we learn, how we connect and how we communicate. But many of us don't understand its basic mechanics or what it means to be a citizen of the web.
• Learning to code is key, but it's only one aspect. We need comprehensive web literacy that teaches people things like how to control your data, protect your privacy, why net neutrality is important. The basic culture, mechanics, and citizenship of the web.
• The best way to learn the web is to teach it. Hosting a Maker Party is not only fun, and personally rewarding; it contributes to the greater goal of increasing web literacy for everyone, everywhere in the world.
• That’s why we’re so passionate about teaching web literacy through hands-on learning and making. Our goal is to help people not only consume, but also understand and create the web, so it remains open, accessible and ours. So help us teach!
• RESOURCE: Maker Party Communications Planning https://mofocomms.etherpad.mozilla.org/marketingPlan2014

Earned Media: Press & Social

How We're Going to Do It: Messaging

• The Maker Party communications and earned media strategy will be anchored on the following message box:
• Mozilla believes the web is a global public resource that’s integral to modern life; it shapes how we learn, how we connect and how we communicate. But many of us don't understand its basic mechanics or what it means to be a citizen of the web.
• Learning to code is key, but it's only one aspect. We need comprehensive web literacy that teaches people things like how to control your data, protect your privacy, why net neutrality is important. The basic culture, mechanics, and citizenship of the web.
• The best way to learn the web is to teach it. Hosting a Maker Party is not only fun, and personally rewarding; it contributes to the greater goal of increasing web literacy for everyone, everywhere in the world.
• That’s why we’re so passionate about teaching web literacy through hands-on learning and making. Our goal is to help people not only consume, but also understand and create the web, so it remains open, accessible and ours. So help us teach!
• RESOURCE: Maker Party Communications Planning https://mofocomms.etherpad.mozilla.org/marketingPlan2014

Earned Media: Press & Social

How We're Going to Do It: Press Outreach

• Turner is leading our work with the press. Their goals include major U.S. press, international press, local press, NPR, morning shows, and wire services.
• As we don't have a full sense of what will work, we're seizing every opportunity we can get.
• RESOURCE: Press Materials Prepared by Turner https://www.dropbox.com/sh/1s1znyew6dc8zzk/AACKICBlSIZ0DKJNJZl_ZfKDa

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Earned Media: Press & Social

How We're Going to Do It: Spokespeople

• We are arranging interviews and news conferences for Mark when available.
• Supporting spokespeople include Chris Lawrence, Brett Gaylor, Amira Dhalla, and Michelle Thorne.

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Earned Media: Press & Social

How We're Going to Do It: Testing

• We are taking a data-driven approach to determining (i) whether our attempts to gain coverage is working and (ii) what types of coverage generate the best results.
• We are using Radian6 to track social media and Google Analytics to track press
• RESOURCE: Press Coverage and Conversion Tracking https://docs.google.com/a/mozillafoundation.org/spreadsheets/d/1R76-cRZj1HSLLtyLMAEURdxPkk-qXK9lgJLnSxUUtao/edit#gid=888620265

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Earned Media: Press & Social

The Target

• Though we are investing heavily in press, we are not counting on it to be a major direct source of contributors.
• Instead, it is about building brand awareness and increasing the cumulative effect of all our strategies.
• We expect about 500 contributors to come from earned media

Mgmt. and Monitoring Meetings

• There will be two regular meetings related to monitoring engagement with the Maker Party.
• The first will use the most recent metrics to inform changes to tactics.
• The second will watch for and react to emerging patterns, including those not backed by conclusive data.
• This is in addition to regular project team meetings, as well as weekly and monthly check-ins with Turner4D and our MoCo colleagues

Mgmt. and Monitoring Meetings

Metrics Meeting

• Who: Adam and Hannah; Turner reps
• When: M, W, F @ 11:30 ET (Turner reps attend on Wednesdays only)
• Agenda:
• Review traffic from social, press, and snippet, and suggest tactical changes to channel owners
• Review AdWords campaign results and make tactical changes
• Output:
• Tactical recommendations
• Updates to the Marketing Plan spreadsheet: https://docs.google.com/a/mozillafoundation.org/spreadsheets/d/1R76-cRZj1HSLLtyLMAEURdxPkk-qXK9lgJLnSxUUtao/edit#gid=888620265

Mgmt. and Monitoring Meetings

War Room

• Who: Michelle, Hannah, Brett, Amira, and Geoffrey, Matt
• When: Daily at noon EST
• Agenda:
• Update cumulative totals for events, event hosts, event attendees, partners, and contributors
• Ask a series of diagnostic questions to identify emerging problems:
• Have those who hosted an event the 3 days prior reported back their numbers?
• Have they shared their results on social?
• Have we talked to all the event hosts who will run their event tomorrow?
• Output:
• Identify and preempt potential problems
• Update contributors dashboard