marketing

...now browsing by category

A campaign about Your Web, for the Web

Friday, July 8th, 2011

Note: This campaign is very much a work in progress and some aspects of it will most likely change. However, this should give you an idea of what the campaign could look like.

I was recently inspired by the webdev team’s activity at Open Source Bridge the other week, where hackers were asked what they want the Web to be. Dozens of people used posters, letter stencils, and markers to create their answer and show the possibilities open to us because of technology. The beautiful result can be seen in their video and Mike Morgan’s photo gallery, which is appropriately named Your Web.

Everyone uses and thinks about the Web differently, and we all have the opportunity to be part of the Web and choose how it evolves. So let’s show our users that. As part of a campaign for existing Firefox users, I’d like to see the activity from Open Source Bridge grow to a new scale in a way that any Firefox user can participate. The concept should be solid, the user’s interaction should be simple, and the gallery should be visually compelling (with some HTML5 + CSS3 love, naturally).

The Concept

Let’s create a fun and interactive way for users to think about the Web and tie that back to Mozilla’s mission and why we create products like Firefox. Let’s ask users a simple question about the Web and showcase their responses. Questions like “What do you love about the Web?” and “What do you want the Web to be?” can be answered in a single word or phrase. It should be a broad enough question that anyone can answer it easily.

The Interaction

Show users how others have answered the question and then ask them for their response. To make the response even richer and provide a human element, we encourage users to write their response on a poster and upload a picture of them holding the poster, similar to the Your Web gallery. A user can also tag their response to show how they use the Web (eg: an Artist, Developer, Student, or Writer).

The Gallery

Once a user submits their response (the photo is optional, by the way), they see their answer appear in the gallery, along with responses from similar users based on their locale and tag. The gallery could show a word and photo cloud where the more popular responses are larger. One could then share their response by email or on a social network. Here’s a rough sketch of how it could look, courtesy of Crystal Beasley:

Sketch of the main page

Sketch of the submission form

Localization

I’m excited to see how users around the world think about the Web and answer the question, but many of those responses will be in different languages — languages I don’t speak. Unlike other campaigns where we localize content before the campaign launches, most of the content for this campaign will be submitted by users. This gives us an interesting opportunity to have our multilingual users translate responses so that others can understand how people around the world answer the question.

For example, a German user could offer a translation for a French response, and then German users could view that translation when they mouse over it. And we could do this in a way that still gives our localization community the ability to review translations before they appear for other users.

Another fascinating question is how do we structure the responses across different locales so the answers are brief but still descriptive? We could limit user submitted answers to a certain number of words or characters. In English, that limit could be pretty low — perhaps 4 words up to 30 characters total. We could probably establish a rule for each locale as to how long answers can be. What would make sense for other locales? For your locale?

Feedback

I’m teaming up with Winston Bowden to put this together (here’s the wiki page), and I’d love feedback on how to tweak this idea and make it even better. I would especially like to see your thoughts on the localization aspects.

Posted in marketing, Mozilla, web | 5 Responses »

Why we created the Army of Awesome

Thursday, October 7th, 2010

Most companies and organizations dread customer support. It’s difficult and resource intensive. However, some companies are using new methods to reach their customers and users. Zappos Service and Xbox’s Elite Tweet Fleet are doing a fantastic job at helping their customers on Twitter. They provide responsive support to their customers by staffing teams of support reps. They’re able to help hundreds of customers each day by providing dedicated support teams.

While this approach works well for them, it doesn’t translate to Firefox Support, but we can still learn from it. Just like Mozilla’s products, our support channel (SUMO) is open source and community powered. It’s made possible by an active community of contributors who write and translate support articles, help users in the forums, and assist in live chats. As a result, SUMO does an excellent job at helping users who visit its site.

But what happens for users who don’t know about SUMO? They might not get help when they have an issue or question. But they might mention it to a friend, post about it, or even tweet it. And that’s where we have a huge opportunity to engage our users – by reaching out to them outside of our websites. Since there are thousands of tweets about Firefox on Twitter each day, that seems like the best place to start.

How can we respond to thousands of tweets daily? Instead of staffing a support team like other companies, we’re turning that model on its head by empowering our users to help each other. We’ve joined up with the SUMO team to create a new community care program that brings support to our users on Twitter.

Say hello to the Army of Awesome

Anyone with a Twitter account can join the Army of Awesome and reply to a tweet about Firefox. Many times it’s as simple as showing someone where to find the info they need. Just as we routinely rely on signposts to navigate streets, we’ve created some standard signpost messages so you can direct users to commonly searched pages.

Signpost messages make it quick and easy to reply

You don’t have to be a Firefox expert to join the Army of Awesome – though of course experts are welcome! Simply choose a tweet, sign in with your Twitter account, and select the signpost message that will point the user in the right direction. Or, even better, create a personal response in your own words.

You can also personalize your reply

Go to the Army of Awesome page to try it out. Sending replies to users’ tweets takes only a few moments and goes a long way toward helping others have a better Web experience. If you’re looking for other ways to chip in, check out our new participation page full of quick and easy ways to spread Firefox!

Happy tweeting! And remember…good things come to those who tweet!

Big thanks to everyone who helped get this program off the ground – Kadir Topal, David Tenser, Michael Verdi, Alex Buchanan, Fred Wenzel, James Socol, Paul Craciunoiu, Stephen Donner, Krupa Raj, Lee Tom, Craig Cook, Mike Morgan, Mike Alexis, Anurag Phadke, Daniel Einspanjer, and Mary Colvig.

What’s next for the Army of Awesome?

We’ll be building this program out over the next few weeks, and we’re starting to scope out the next version. Leave a comment with any feedback or ideas for making the page better. If you think of a new signpost message that should be added to the list, please add your suggestion on this wiki page.

Posted in marketing, Mozilla, social media | 1 Response »

Google is going after bit.ly with goo.gl

Thursday, September 30th, 2010

Today, Google announced that its URL shortener goo.gl is now available for public use. They’re also supporting easy QR code creation (by adding .qr to URLs) and metrics data (by adding .info to URLs). While bit.ly already offers metrics (add a “+” to any bit.ly link), they don’t currently offer QR codes.

I imagine bit.ly will follow suit and add a simple way to convert links to QR codes. This will benefit custom bit.ly domains (such as mzl.la) since users will be able to just add .qr (or whatever they decide) to turn their short links into QR codes. As a result, viewing a page on your mobile device or sending a page to a friend’s mobile will become easier in some cases. It’ll be interesting to see how this plays out and how important the QR code feature becomes.

In the near future, I can also see Google allowing domain owners to use the goo.gl platform instead of bit.ly for their custom URLs. It’s an easy way for Google to compete with bit.ly, and that’s clearly what they’re trying to do with goo.gl. It’s good to see that bit.ly has a new competitor, and I hope users benefit from the new services that result from this more competitive environment.

Posted in marketing, web | No Responses »

No Longer Lost in Translation

Tuesday, June 1st, 2010

Until recently, Mozilla’s L10n process had been a mystery to me. I first encountered localization when I worked on 1 Billion + You, and during that campaign I knew little about how localization was taking place from a technical perspective. The L10n team took care of all the details and the site was translated into over 30 languages.

Now that we’re redesigning the website for Student Reps, I’ve learned about the tools that are used to localize a site. If you’re interested in localization, this post will provide a good primer so you can understand the technical side of an L10n project.

Using gettext as the localization format

There are a few localization formats from which to choose. Based on the scale of the project and our familiarity with it, we chose to utilize the gettext format for our localizations. Gettext allows us to easily add new languages to our project, and it also works well with Verbatim, the web interface our translators use.

In the first step, we use gettext to generate language-specific files. Gettext will give us a .po file for each language we need. In fact, this process can be easily automated by running a script. Once we have the files in the target languages, we compile these .po files into .mo binaries that will be used on the live site.

Managing Translations with Verbatim

Verbatim is a web localization tool for Mozilla projects that allows translators to localize the site without editing text files (such as .po files for gettext). Localizers create an account, choose a project and language, and then start translating.

The web interface is very simple and makes it easy to view the status of a project or particular language. On the left side of their display, localizers see the string that needs to be translated. On the right side, localizers enter suggested translations for each string. Those translations are then reviewed for correctness by a reviewer for that locale. Once a string’s translation is approved, it is committed using svn and shows up on the staged site.

The web interface is very simple and makes it easy to view the status of a
project or particular language. On the left side of their display,
localizers see the string that needs to be translated. On the right side,
localizers enter suggested translations for each string. Those translations
are then reviewed for correctness by a reviewer for that locale. Once a
string’s translation is approved, it is committed using svn and shows up on
the staged site.

Posted in marketing, Mozilla, Student Reps | 1 Response »

Marketing Survey: Students speak up!

Thursday, April 22nd, 2010

As Mary Colvig mentioned yesterday, we recently surveyed our community marketing team. And that of course includes our Campus Reps (soon to be known as Student Reps).

Thanks to all 367 Reps who completed the survey. That’s an impressive response and represents about 20% of our active Reps. With that in mind, let’s look at the findings.

Who took it?

367 Reps
44 countries
Mostly new contributors

Reps' Years of Contribution

How active are they?

78% promote Mozilla constantly
17% promote during news announcements or marketing campaigns
5% promote every once in a while or rarely

What are the Reps interested in doing?

Across the board, Reps have the same interest in activities that the whole community marketing team has. Reps showed slightly more interest in Public Relations, Hosting events, and Market research. Exact differences can be seen below.

Reps' Areas of Interest

Also, Reps selected 5.1 activities on average that interest them, compared to the 4.6 activities the whole team selected. This means that Reps are interested in participating in more types of activities.

What do Reps want to learn about?

We asked what types of workshops our team wants to see. Not surprisingly, workshops specific to Campus Reps were at the top of the list. Speaking/presenting and graphic/web design were also quite high with 57% and 56% of Reps interested in those workshops, respectively. Interest in the other workshops can be seen below.

Reps' Types of Workshops Wanted

So what does this mean?

Reps are very active in promoting Mozilla, doing so either constantly or during announcements and campaigns.
Student Reps have similar interests as the rest of the community marketing team. However, it’s important to note that Reps tend to be interested in more types of activities overall. Therefore, we should make sure that a variety of opportunities are available to them.
Reps show slightly more interest in PR, hosting events, and market research relative to the whole community marketing team. We can use this insight to offer more opportunities to Reps in these areas.
Workshops about Campus Reps, giving presentations, and graphic/web design are highly sought after by Reps. This finding can help us in planning future workshop topics.

Posted in marketing, Mozilla, Student Reps | 3 Responses »

What’s in a name? Understanding the Campus Reps brand

Wednesday, February 17th, 2010

We surveyed Reps to find out their thoughts on the program's name

A few weeks ago we heard from some Campus Reps in Europe that the name of the program wasn’t well understood at their schools. They said that the idea of a campus is not well known in Europe because most students commute to class and do not live at their school. After talking with our Regional Leaders, we decided to ask all the Reps by creating a simple survey. With just three questions, we’re able to gain some valuable insights from the 191 Reps who responded.

Questions

On a scale from 1-5 (1=not understood, 5=well understood), how well is the “Campus Reps” name understood by students in your country?
If “Campus Reps” was to be replaced with another name in your country, which of the following names would students most likely prefer? (choices: Student Ambassador, Student Representative, University Ambassador, University Representative, or suggest your own write-in)
Which country do you live in?

Not surprisingly, the data shows that student opinions on the Campus Reps name vary by geography. Overall, 56% of Reps feel the current name is well understood. Once we break down the data by country and region, we notice some interesting trends.

Exploring alternative names

Now that we know the Campus Reps brand doesn’t relate well in some regions, let’s take a look at how Reps liked the other names we suggested. Overall, Student Ambassador and Student Representative were the top picks (receiving 47% and 25% of votes, respectively). Choosing a name that focuses on the Student rather than the University makes sense. Not all of our Reps are in universities or refer to their school as a university — we even have some Reps in high school. Also, Representative is a more natural fit since Campus Reps already refers to representative by using its abbreviated form, Reps. Choosing a name that doesn’t include Rep or Representative could cause confusion as well, which is why I think its best to pick Student Representative.

Insights

In the US, almost all of the Reps feel that the current name is appropriate
In Europe, the Campus Reps name is not well understood.
In Latin America, the name only relates somewhat well to students.
Student Representative appears to be the best alternative name.

If you want to take a look at the survey data yourself, you can grab it in csv format here:

Campus Reps name survey data

Moving forward

The next step is to get feedback on this data and decide how we want to tweak the Campus Reps brand for different regions. Do we want one other name for Reps outside the US? Or multiple names? What are your thoughts about the Campus Reps name? Let me know what you think in the comments.

Posted in marketing, Mozilla | 6 Responses »
Tags: branding, campus reps, Mozilla

Social media is enhancing sports games with real time fan participation

Sunday, September 6th, 2009

UVa lets fans interact via Twitter at football games

UVa uses Twitter to let fans interact during football games

With seven turnovers by the Virginia Cavaliers, the first game of the 2009 college football season was not fun for UVa fans, as they lost in an upset to William & Mary: 26-14. Ironically, the only thing that brought smiles to the fan’s faces was a turnover of another kind: the social media turnover of the Jumbotron display to the Cavalier fan base.

Early on, the football announcer invited fans to use Twitter to tweet text and pics during the game. He told the near-capacity crowd that tweets containing WMvUVA hashtags (#WMvUVA) would be displayed on the new Jumbotron screen that towers over the end zone. And they were displayed—at speeds approaching real time.

My friends and I had a great time posting school-spirited tweets and some fun pics to go with them.

Last year, a similar service allowed fans to text messages to a 5-digit number and see their messages show up on the screen. While that system worked well, the new Twitter approach kicks it up a notch. Now fans can include pictures with their tweets, enriching the message’s value. And more importantly, those messages are now public and searchable on Twitter. Even fans watching at home can get in on the action by sending hashtagged tweets.

There’s no question that this a great play for college sports. But the takeaway has broader implications: it highlights the pent-up demand for more fan interaction. Now that athletic departments can engage their fans during games with social media, why not continue that Game Day experience back on the web?

Virginia has already started this with their Facebook profile and Twitter account. However, this content is nowhere near what it could be because it’s only flowing one way. That sounds more like Web 1.0 than 2.0 to me. Fortunately, that’s easy for teams to fix.

Sports teams, your next step is to actively engage fans online. Here’s how. Use your Facebook status to post questions and start conversations. Seek feedback and ideas from fans. Don’t just tweet about upcoming games and scoreboard updates. Reply to tweets and get to know your fans better. Retweet fans’ comments to your followers. And offer them rich media. Your wallpapers and podcasts are a good start. But don’t stop there: why not let fans skin their browser with a Persona of their favorite teams, add a Twibbon of the mascot to their Twitter avatar, or send in fan videos. Utilize your media assets.

If you bring the Game Day experience to fans outside the stadium, they’ll get even more excited when the next game day arrives. It only takes a small time investment to connect with your fan community, and the potential payoff is huge—fans who are more excited and more loyal. And maybe, just maybe, fans that are more engaged will cheer the team to victory more often. Just sayin’.

How can your favorite teams better engage their fans? What teams are already leading the pack with social media?

Posted in marketing, UVa | No Responses »

Daily Cavalier

using technology to connect people