Engagement/Analytics/Brand-Awareness

Objective

As part of our goal to effectively communicate our brand positioning to the world, we'd like to establish a way to measure brand awareness on mozilla.com on a ongoing basis. 

We specifically are interested to know what % of new and existing users know Firefox is made by a non-profit. We're starting by asking just this one question. This project is as much a project to create a ongoing technical module to ask questions like this, and others, as it is to launch this first simple question. For example, we may use this infrastructure to measure Net Promoter Score in the future.

We will run some form of a survey to both new and existing users.

Note: for this first survey we don't need to explicitly ask if they know we're a "non-profit" - it can be more broad than tax-structure, for example, if they know that Firefox is created by a organization with "a greater mission" or that has "non-commercial interests" in mind. This ongoing survey stems from the brand research conducted in Q4 2010 regarding how non-profit awareness positvely correlates to consumer preference to use Firefox. [INSERT LINK TO THAT HERE]

Bugs

660996 Implementation Bug

672674 Survey Copy

Timeframe

Launch mid-to late Q3 2011

Dependencies: Metrics, Webdev

Current Open Questions

• Which pages to serve this on. Options:  New Users: First Run | Existing Users: What's New (most recent version only)
  
• How aggressive design should be (looking to SilverOrange for design options here - consider utilizing upgrade module design as one light-weight option)
  
• How to import this data back into our internal reporting tools

Implementation Meeting Kickoff (7/7/2011)

• Beyond linking to surveygizmo they've implemented the logic to show this content to people. Do this through Javascript.
• We've always linked out to a separate
• Ideally we'd like to embed the content within the page
• API? There may be a way for us to collect the info and pass it onto their service (like Responsys)
• Laura to investigate Javascript or iFrames to embed this content within a page
• Consider putting this on the Thanks for Downloading page
• Does surveygizmo have API ability for us to build a form and then submit it to them
• Laura put together a proposal for tracking this over time and meet with Rebecca. We need to get the UI right.
  

Other work being done through bugs instead of live meetings. Follow the bugs above to learn more.