Events/Global Strategy 2011

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This is a planning page under active development. Edit furiously!

Mozilla Wide


Mozilla is engaged in a broad range of events that target many audiences and outcomes. Until now, there has not be a deliberate effort to develop an overarching events strategy and ensure that the energies invested in events are effective, impacting, and harmonious across the organization. To the extent there can be shared infrastructure, resources, and other assets across the organization, these should be explored and built.

In an effort to describe possible shared tools and workflow improvements towards greater efficiency and impact, the following document is a DRAFT. It's a strawman to begin the conversation. There's much to revise and improve. Let's dig in!

Framing Questions and Principles

  • How do we decide what events we attend/support?
    • United front to contributors
    • Need common decision-tree to measure against event requests
    • Define roles. A task force and defined responsibilities.
    • Common schedule and calendar (consider internal for planning vs. external for marketing)
    • Common practices around sponsorship
    • Participant coordination. Knowing who's attending what, how to max time there.

Shared Goals

  • Offer new entry points to Mozilla projects and people -- to participants in a global effort to keep the web open.
  • Energize and motivate our existing community of users and contributors
  • Cultivate new contributions and identify next generation of contributors
  • Leverage and extend our reach internationally and beyond targeted geographies and domains
  • Improve web tools and products and increase their usage
  • Teaching people about open technologies so that when designers and developers pick technologies, the open ones are top of mind.

Event Matrix

Event Matrix: Target Audience x Size
New Users Established User Community Core Contributors
Value to Participants Learn about and build web tools that scratch their itches. Share knowledge and solve cutting edge issues Connect with fellow contributors and shape projects
Small e.g. Hackasaurus Hackjams e.g. MozPub e.g. Local Community Meetups
Medium e.g. Buttercamp e.g. Design Jams e.g. Inter-Community Meetups
Large e.g. Drumbeat Festival e.g. Drumbeat Festival e.g. Mozilla Summit


  • Settle on terms for audience types. Difference in usage of "users", "contributors", etc.
  • This matrix is focused on our events. Need one for events we sponsor. Weights in size/audience, etc and determines priority.
  • Which group is responsible for each category?
  • Who identifies as Mozillian? Sometimes the community doesn't realize they have capacity / already doing something active.
  • How Mozilla delivers involvement for events that we attend / sponsor
  • How to determine priorities based on size, audiences
  • Category / strategy for meetups during larger events (i.e. a Mozilla gathering within another conf)

Shared Infrastructure

  • Calendars
    • Christian has prototype
  • Wikis
  • Request forms
    • Speaker (we have one through press team)
    • Conference sponsorship
    • Travel sponsorship to speak/represent on behalf of Mozilla
  • Communication channels
  • Mozilla Spaces
  • Event agreements, making sure they respect our values and our users
  • Feedback mechanisms
    • For event attendees and organizers (did you reach your goals, was it worth it, etc)
  • Existing tools
    • lanyrd: Call out who's self-identified Mozillians. Conversation planned with the company.
    • speaker rate = rating for talks

Shared Resources

  • ReMo
  • Program assets (slides, print materials, videos, etc). ReMo
  • Videos of talks Mozillians have given
  • Event toolkits
  • Content Modules
  • Speaker Bureau
    • Listing of people who can talk about different subjects. (Shannon)
  • Budget?
    • Costs: How much do events cost Mozilla? Not just sponsorship, but people hours, travel time, travel, etc.
    • Organization-wide budget pool. (Should all be in "6300 Events & Sponsorship" bucket.)
  • Badges or awards for participating and speaking at an event as incentive

Shared Branding

  • Policies on joint branding, such as showing affiliation and connections across events by using the Mozilla name in addition to the event name. For example, Mozilla Buttercamp or Mozilla Inter-Community Meet-up.

Shared Metrics

  • Anticipated vs. Actual # of attendees or visitors
  • Media coverage (eg. # of relevant articles/blogs posts/tweets published in the aftermath of event)
  • # of new contributors recruited
  • # of people participating in event survey/questionnaire
  • # of interviews recorded and/or videos produced
  • # of Mozilla project tasks completed
  • # of software commits
  • # of subscriptions to project or main mailing lists
  • # of "Sparklez" (connections made at an event)

Drumbeat Events Strategy

Mozilla and community organizers have iterated on a number of Drumbeat events hosted in several cities. Now, with months of experience and feedback under our belt, we're taking our event strategy to the next level.

We're focusing on live events because we believe that by working together in a shared space, we can achieve more. Ideas emerge in realtime, conversations evolve, new connections are made. Because sometimes, despite all the ways we can collaborate together over vast distance, we can get more done f2f.

Key to the strategy are: 1) growing a leadership circle and 2) deploying a scale of action along event sixes and templates.

Read more and add feedback:

Mozilla Engagement Events Strategy

Over the past years, Mozilla has organized or participated in a wide variety of events. These events range from casual contributor meetups in a pub to a large international 5-day gatherings of 700 Mozilla staff and non-paid staff.

Two categories of events stand out:

  • events that aim to inspire, strengthen and build community (eg. Mozilla Summit, Inter-Community Meetups, Mozilla Camps etc...)
  • events that aim to inspire, inform and educate about the Mozilla Project (eg. JSConf, CeBIT, FOSDEM, FISOL etc...)

Geographically, events have taken place all over the globe, but most events have taken place in Europe. Teams across the organization have been participating and/or organizing their events outside any clear global strategy or framework, often with little coordination with other teams, hence, this strawman.

Read more and add feedback to the Mozilla Engagement Events Strategy brainstorm:


How do we decide what events we attend/support? Needs:

    • Common toolset to measure against event requests
    • Define roles. A task force and defining responsibilities.
    • Common schedule (Internal for planning vs. External for marketing)