Webmaker/Communications/Roadmap: Difference between revisions

From MozillaWiki
Jump to navigation Jump to search
(Created page with "* This will become a properly fleshed out wiki page soon * In the mean time, 2013 plans are forming here: http://mzl.la/SMUIDG")
 
No edit summary
 
(25 intermediate revisions by 2 users not shown)
Line 1: Line 1:
* This will become a properly fleshed out wiki page soon
__NOTOC__
* In the mean time, 2013 plans are forming here: http://mzl.la/SMUIDG
<section begin=summary />{{RoadmapSummary
|icon=Webmaker_icon_blk.jpg
|pagelocation=Webmaker/Communications/Roadmap
|pagetitle=Communications 2013 Roadmap
|owner=Erica Sackin, Matt Thompson, Rebeccah Mullen
|updated=May 17, 2013
|description=Big Words.
}}<section end=summary />
 
<p align="center" style="background:orange;padding:10px 0 10px 0;"> <strong>DRAFT</strong>
<br>
<strong>Links to: https://wiki.mozilla.org/Webmaker/Communications/Dashboard</strong></p>
 
==Top Level Goals==
#1: Achieve webmaker, mentor, and badges <b>targets</b>
#2: Establish a <b>structure and process</b> for a professionalized & fully functioning communications department
#3: Support <b>major campaigns</b> for product and maker movement
#4: Grow <b>awareness and support</b> for MoFo within Mozilla community
 
 
===Webmaker Communications in 2013===
 
Top Level Goals/Objectives:<br>
 
<b>Goal #1: Achieve webmaker, mentor, and badges targets</b>
*<b>Create and implement a value-add offering for 10k+ Mentors to join us</b>
**Launch webmaker.org/mentor and other mentor community/signon aspects
*<b>Create and implement a strategy to reach 250k+ Makers</b>
**Use product marketing to reach makers
**Build user funnels, analyze and optimize
**Run a press/promotion strategy around reaching makers
**Establish strategic partnerships with orgs, top-tier makers, and media who have reach and maker audiences
*<b>Optimize website for user flow and usage</b>
**Build user funnels, establish and track metrics, use AB and user testing
**Be smart about making sure the website directs target audiences (makers and mentors) into best place
**Solve sign-on question
**Develop and deploy gallery for user-generated content
*<b>Products and social media channels </b>
**Create a 6-month editorial calendar for all channels and project releases built **around press events, products, roll-outs and specific dates
**Put in place a rapid response content process
**Consolidate social media channels and create style and editorial for each
**Create strategy around best use of webmaker/blog, Mark's blog, etc
**Deliver weekly projects, daily social media content and weekly blog content
 
 
<b>Goal #2: Establish a structure and process for a professionalized & fully functioning communications department</b>
*<b>Build up press shop</b>
**Use events and launches to build out press list
**Train spokespeople for interviews
**Start being strategic interview and talks--impement strategy
**Provide briefing material to MoCo execs to help them carry our message
*<b>Internal: build out department </b>
**Integrate Hive communications into larger communications team
**Start weekly comms call, internal email list, etc.
**Start tracking press clips
**Continue to communicate to rest of MoFo and MoCo what we're doing
*<b>Solidify and unify how we talk about the Mozilla Foundation and Webmaker</b>
**Create unified messaging platform, language guidelines, and topline talking points
**Create process for providing comms service to Foundation/other departments
**Create approval/signoff process
 
 
<b>Goal #3: Support major campaigns for product and maker movement</b>
*<b>Execute successful comms around events  and product milestones</b>
**DML - launch OBI 1.0 and Open Badges brand
**UK: Make Things Do Stuff
**US: WH innovation summit
**Global: Maker Party 2013
**Regular feature and point releases for Webmaker and Badges
**MozFestival
**GameOn winners
**US Ignite completed program
**15-year Anniversary of Mozilla
**Mozilla Manifesto
**Collusion 1.0
**Larger, DNT / Collusion 2.0
**BG & o2 partnership
 
 
<b>Goal #4: Grow awareness and support for MoFo within Mozilla community</b>
*<b>Present regular updates and opportunities to get involved to the larger MoCo community</b>
**Publish Weekly all-Mozilla update
**Webmaker call
**deliver weekly PR update to AirMozilla
**Weekly TLDR update to board and public blog
 
 
 
==Q1==
 
{| class="fullwidth-table"
| align="left" style="background:#F5A9A9;"|<b>Messaging and talking points</b>
|-
|
*Create unified messaging platform, language guidelines, and topline talking points (Feb/March)
|-
| align="left" style="background:#F5A9A9;"|<b>Create a value-add offering and way for Mentors to join us</b>
|-
|
*Ship webmaker.org/mentor page and decide on signon/join process (March)
|-
| align="left" style="background:#F5A9A9;"|<b>Editorial Calendar</b>
|-
|
*Create editorial calendar for project releases, social media and other channels (email, blog, etc) (March)
*Put  in place a rapid response content process (March)
**Best thing on the internet on weekly Webmaker calls
**Internal "meme" listserv or group? (or a public Mozilla meme appreciation tumblr?)
|-
| align="left" style="background:#F5A9A9;"|<b>Social Media and Content</b>
|-
|
*Deliver weekly projects, daily social media content and weekly blog content
*Consolidate social media channels (March 15)
*Train Rebeccah in email sends and list  (March)
*Create strategy around best use of webmaker/blog, Mark's blog, etc (March)
|-
| align="left" style="background:#F5A9A9;"|<b>Build Up Press Shop</b>
|-
|
*File requirements for /Press page (March)
*Identify global spokespeople and schedule training (March)
*Create outreach, press, conference, and speaking strategy around Mark (March)
*Begin building out press list (March)
*Quantify and begin identifying key partnerships and influencers (March)
|-
| align="left" style="background:#F5A9A9;"|<b>Optimize Website</b>
|-
|
*Build out and start tracking metrics (March)
*File requirements ticket on /Gallery (0.1 comms view) (March 15)
*build /Support page 1.0, add FAQ docsprint results, + contact email for Mentor team (March)
*Have conversation about sign on question?
*Have conversation about website audience flow?
|-
| align="left" style="background:#F5A9A9;"|<b>Internal and Department Comms</b>
|-
|
*Publish Weekly all-Mozilla update
*Webmaker call
*deliver weekly PR update to AirMozilla
*Set up Comms email list, weekly call, announcement/release calendar, etc (Feb)
*Create and put in place process for providing comms service to Foundation/other departments (Feb/March)
*Create and put in place approval/signoff process (Feb/March)
*Start tracking press clips and mentions and set up internal clips email list (March)
*Finalize process with Hive comms team (Feb)
*Finalize Product flow and process (March)
|-
| align="left" style="background:#F5A9A9;"|<b>Events/launches/PR/Press</b>
|-
|
*PR/promotion around OBI launch (March 15)
*Create content and press plan around Q2 campaigns (March)
**DML - launch OBI 1.0 and Open Badges brand
**UK Do Stuff
**US Innovation Summit
**Maker Party campaign
**Regular feature and point releases for Webmaker and Badges
**GameOn winners
**US Ignite completed program
**15-year Anniversary of Mozilla
*Begin long-lead thematic pitching around MozFest, Mozilla, and the Maker movement
**Identify print targets
**Craft pitch
**begin outreach
*Collusion 
**Launch Collusion 1.0
**Refresh Collusion web presence
**Collusion brand and logo
|}
 
 
==Q2==
 
{| class="fullwidth-table"
| align="left" style="background:#CEF6F5;"|<b>Messaging and talking points</b>
|-
|
*Implement bug process for message/language approval
*Hire writer/content creator
|-
| align="left" style="background:#CEF6F5;"|<b>Create a value-add offering and way for Mentors to join us</b>
|-
|
*Ship better Mentor "contribute" process (April)
*Ship /mentor version 2.0:  (new community-generated content + ready for summer campaign): June 1 
|-
| align="left" style="background:#CEF6F5;"|<b>Editorial Calendar</b>
|-
|
*Finalize calendar for Qs 3+4
|-
| align="left" style="background:#CEF6F5;"|<b>Social Media and Content</b>
|-
|
*Deliver weekly projects, daily social media content and weekly blog content
*Plan editorial overlay for  Summer Campaign event & website content management  strategy  (written content, graphics, materials and branding support,  resource  hosting, etc) (April)
*Review rapid response content system to see if it's working (May)
*Double social media channel audience by end of Q2 (123k --> 250k) (June)
*Plan campaign content (MozFest) (June)
|-
| align="left" style="background:#CEF6F5;"|<b>Build Up Press Shop</b>
|-
|
*Ship /press page (TBD)
*Train global spokespeople
*Finalize interview/speaker plan and process
*Finalize outreach lists, process, and plan
**Partnerships
**Influencers
**Media/press
|-
| align="left" style="background:#CEF6F5;"|<b>Optimize Website</b>
|-
|
*Ship /Support and integrate into tools/channels/experience
*Ship sign-on process
*Highlight projects and makes on website and social media
|-
| align="left" style="background:#CEF6F5;"|<b>Internal and Department Comms</b>
|-
|
*Publish Weekly all-Mozilla update
*Webmaker call
*deliver weekly PR update to AirMozilla
*Weekly TLDR update to board and public blog
|-
| align="left" style="background:#CEF6F5;"|<b>PR/Promotion</b>
|-
|
*PR/promotion and content around US Social Innovation Summit
*PR/promotion and content around UK Make Stuff Do Things campaign (April 26)
*PR/Promotion and content around summer campaign
*Press plan around specifically reaching makers
*Pitch long-lead story on Maker movement tied to MozFest
|}
 
 
==Q3==
 
{| class="fullwidth-table"
| align="left" style="background:#A9F5A9;"|<b>Social Media </b>
|-
|
*Deliver 1-4 projects per week, daily social media content and weekly blog content
|-
| align="left" style="background:#A9F5A9;"|<b>PR/Press</b>
|-
|
*Pitch interviews/projects/stories aimed at reaching Makers
*Continue to do PR/Press around Summer Campaign
*Execute press/PR/content strategy around MozFest 
|-
| align="left" style="background:#A9F5A9;"|<b>Internal and Department Comms </b>
|-
|
*Publish Weekly all-Mozilla update
*Webmaker call
*deliver weekly PR update to AirMozilla
|-
|}
 
 
==Q4==
 
{| class="fullwidth-table"
| align="left" style="background:#F5F6CE;"|<b>MozFest</b>
|-
|
*PR/Press
*Content for social media, channels and projects
|-
| align="left" style="background:#F5F6CE;"|<b>EOY campaign content, PR and press </b>
|-
|
*
|-
| align="left" style="background:#F5F6CE;"|<b>Support State of Mozilla release and promotion</b>
|-
|
*
|-
| align="left" style="background:#F5F6CE;"|<b>Grow social media audience to 1.5 M</b>
|-
|
*
|-
|}

Latest revision as of 09:46, 17 May 2013

Webmaker icon blk.jpg Communications 2013 Roadmap
Owner: Erica Sackin, Matt Thompson, Rebeccah Mullen Updated: 2013-05-17
Big Words.

DRAFT
Links to: https://wiki.mozilla.org/Webmaker/Communications/Dashboard

Top Level Goals

  1. 1: Achieve webmaker, mentor, and badges targets
  2. 2: Establish a structure and process for a professionalized & fully functioning communications department
  3. 3: Support major campaigns for product and maker movement
  4. 4: Grow awareness and support for MoFo within Mozilla community


Webmaker Communications in 2013

Top Level Goals/Objectives:

Goal #1: Achieve webmaker, mentor, and badges targets

  • Create and implement a value-add offering for 10k+ Mentors to join us
    • Launch webmaker.org/mentor and other mentor community/signon aspects
  • Create and implement a strategy to reach 250k+ Makers
    • Use product marketing to reach makers
    • Build user funnels, analyze and optimize
    • Run a press/promotion strategy around reaching makers
    • Establish strategic partnerships with orgs, top-tier makers, and media who have reach and maker audiences
  • Optimize website for user flow and usage
    • Build user funnels, establish and track metrics, use AB and user testing
    • Be smart about making sure the website directs target audiences (makers and mentors) into best place
    • Solve sign-on question
    • Develop and deploy gallery for user-generated content
  • Products and social media channels
    • Create a 6-month editorial calendar for all channels and project releases built **around press events, products, roll-outs and specific dates
    • Put in place a rapid response content process
    • Consolidate social media channels and create style and editorial for each
    • Create strategy around best use of webmaker/blog, Mark's blog, etc
    • Deliver weekly projects, daily social media content and weekly blog content


Goal #2: Establish a structure and process for a professionalized & fully functioning communications department

  • Build up press shop
    • Use events and launches to build out press list
    • Train spokespeople for interviews
    • Start being strategic interview and talks--impement strategy
    • Provide briefing material to MoCo execs to help them carry our message
  • Internal: build out department
    • Integrate Hive communications into larger communications team
    • Start weekly comms call, internal email list, etc.
    • Start tracking press clips
    • Continue to communicate to rest of MoFo and MoCo what we're doing
  • Solidify and unify how we talk about the Mozilla Foundation and Webmaker
    • Create unified messaging platform, language guidelines, and topline talking points
    • Create process for providing comms service to Foundation/other departments
    • Create approval/signoff process


Goal #3: Support major campaigns for product and maker movement

  • Execute successful comms around events and product milestones
    • DML - launch OBI 1.0 and Open Badges brand
    • UK: Make Things Do Stuff
    • US: WH innovation summit
    • Global: Maker Party 2013
    • Regular feature and point releases for Webmaker and Badges
    • MozFestival
    • GameOn winners
    • US Ignite completed program
    • 15-year Anniversary of Mozilla
    • Mozilla Manifesto
    • Collusion 1.0
    • Larger, DNT / Collusion 2.0
    • BG & o2 partnership


Goal #4: Grow awareness and support for MoFo within Mozilla community

  • Present regular updates and opportunities to get involved to the larger MoCo community
    • Publish Weekly all-Mozilla update
    • Webmaker call
    • deliver weekly PR update to AirMozilla
    • Weekly TLDR update to board and public blog


Q1

Messaging and talking points
  • Create unified messaging platform, language guidelines, and topline talking points (Feb/March)
Create a value-add offering and way for Mentors to join us
  • Ship webmaker.org/mentor page and decide on signon/join process (March)
Editorial Calendar
  • Create editorial calendar for project releases, social media and other channels (email, blog, etc) (March)
  • Put in place a rapid response content process (March)
    • Best thing on the internet on weekly Webmaker calls
    • Internal "meme" listserv or group? (or a public Mozilla meme appreciation tumblr?)
Social Media and Content
  • Deliver weekly projects, daily social media content and weekly blog content
  • Consolidate social media channels (March 15)
  • Train Rebeccah in email sends and list (March)
  • Create strategy around best use of webmaker/blog, Mark's blog, etc (March)
Build Up Press Shop
  • File requirements for /Press page (March)
  • Identify global spokespeople and schedule training (March)
  • Create outreach, press, conference, and speaking strategy around Mark (March)
  • Begin building out press list (March)
  • Quantify and begin identifying key partnerships and influencers (March)
Optimize Website
  • Build out and start tracking metrics (March)
  • File requirements ticket on /Gallery (0.1 comms view) (March 15)
  • build /Support page 1.0, add FAQ docsprint results, + contact email for Mentor team (March)
  • Have conversation about sign on question?
  • Have conversation about website audience flow?
Internal and Department Comms
  • Publish Weekly all-Mozilla update
  • Webmaker call
  • deliver weekly PR update to AirMozilla
  • Set up Comms email list, weekly call, announcement/release calendar, etc (Feb)
  • Create and put in place process for providing comms service to Foundation/other departments (Feb/March)
  • Create and put in place approval/signoff process (Feb/March)
  • Start tracking press clips and mentions and set up internal clips email list (March)
  • Finalize process with Hive comms team (Feb)
  • Finalize Product flow and process (March)
Events/launches/PR/Press
  • PR/promotion around OBI launch (March 15)
  • Create content and press plan around Q2 campaigns (March)
    • DML - launch OBI 1.0 and Open Badges brand
    • UK Do Stuff
    • US Innovation Summit
    • Maker Party campaign
    • Regular feature and point releases for Webmaker and Badges
    • GameOn winners
    • US Ignite completed program
    • 15-year Anniversary of Mozilla
  • Begin long-lead thematic pitching around MozFest, Mozilla, and the Maker movement
    • Identify print targets
    • Craft pitch
    • begin outreach
  • Collusion
    • Launch Collusion 1.0
    • Refresh Collusion web presence
    • Collusion brand and logo


Q2

Messaging and talking points
  • Implement bug process for message/language approval
  • Hire writer/content creator
Create a value-add offering and way for Mentors to join us
  • Ship better Mentor "contribute" process (April)
  • Ship /mentor version 2.0: (new community-generated content + ready for summer campaign): June 1
Editorial Calendar
  • Finalize calendar for Qs 3+4
Social Media and Content
  • Deliver weekly projects, daily social media content and weekly blog content
  • Plan editorial overlay for Summer Campaign event & website content management strategy (written content, graphics, materials and branding support, resource hosting, etc) (April)
  • Review rapid response content system to see if it's working (May)
  • Double social media channel audience by end of Q2 (123k --> 250k) (June)
  • Plan campaign content (MozFest) (June)
Build Up Press Shop
  • Ship /press page (TBD)
  • Train global spokespeople
  • Finalize interview/speaker plan and process
  • Finalize outreach lists, process, and plan
    • Partnerships
    • Influencers
    • Media/press
Optimize Website
  • Ship /Support and integrate into tools/channels/experience
  • Ship sign-on process
  • Highlight projects and makes on website and social media
Internal and Department Comms
  • Publish Weekly all-Mozilla update
  • Webmaker call
  • deliver weekly PR update to AirMozilla
  • Weekly TLDR update to board and public blog
PR/Promotion
  • PR/promotion and content around US Social Innovation Summit
  • PR/promotion and content around UK Make Stuff Do Things campaign (April 26)
  • PR/Promotion and content around summer campaign
  • Press plan around specifically reaching makers
  • Pitch long-lead story on Maker movement tied to MozFest


Q3

Social Media
  • Deliver 1-4 projects per week, daily social media content and weekly blog content
PR/Press
  • Pitch interviews/projects/stories aimed at reaching Makers
  • Continue to do PR/Press around Summer Campaign
  • Execute press/PR/content strategy around MozFest
Internal and Department Comms
  • Publish Weekly all-Mozilla update
  • Webmaker call
  • deliver weekly PR update to AirMozilla


Q4

MozFest
  • PR/Press
  • Content for social media, channels and projects
EOY campaign content, PR and press
Support State of Mozilla release and promotion
Grow social media audience to 1.5 M
Retrieved from "https://wiki.mozilla.org/index.php?title=Webmaker/Communications/Roadmap&oldid=657043"