Marketing Collective/Meetings

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This section will be updated soon.

Meetings Information

Kick-Off meet-up (London, Feb 10-11, 2012)

Overall, the session was extremely positive. Everyone is thrilled at the prospect of working closer together and there is consensus that we need to communicate better so that we can make our initiatives more impactful, and all work on the same direction, inline with the organization's goals.

Over the weekend, we identified a few areas for improvement and also exchanged lots of great ideas to help the program scale better, be more clear and efficient. We will be working on addressing these in the coming days and weeks.


  • paid staff: Chris Beard, Mary Colvig, Patrick Finch, Santiago Hollmann, Greg Jost
  • volunteer contributors: Carlo Frinolli (Italy), Imke Baehr (Germany / Italy), FuzzyFox (UK), Konstantin (Russia), Julia Capoduro (Argentina), Clauber Stipkovic (Brazil). Some people were also involved in the process although they couldn't make it to London: Viking and Benny from Indonesia, Allan, Jun and Ren Ren from the Philippines, Vineel and Galaxy from India, Guillermo from Argentina and Berni from Spain.

Solidifying the structure

  • Ties with ReMo and Engagement

> We discussed the need to let everyone participate while also giving more experienced, trusted members privileged access to information and resources. This raised the question of clarifying ties between the Marketing Collective and ReMo: this means defining a clear role for Mozilla Reps, leveraging existing resources and tools. > Another aspect is the consolidation of Engagement initiatives: we need to rationalize and simplify! Namely how do we bring the Collective, Comms Reps and bring in other engagement teams (creative or dev engagement)?

  • Define regions & share objectives with community

> Need to define regions based on cultural relevance and competitive landscape and set individual priorities > Long term goal is to appoint 20 regional leaders representing key countries/regions and outstanding contributors from smaller locales. They will be representing the program members in Engagement work weeks, calls…

  • Module Owners

> Need a new name to avoid confusion with engineering modules. Suggestions include Group leaders or Functional leaders - other ideas? > In addition to their current responsibilities, they will also represent their "Group/function" (fka Module) with other teams (e.g. l10n, local communities) to ensure participants have the authority and necessary support to carry out their tasks.

  • Module selection by members

Members will be free to choose the module they want to participate in. Upon joining, they will be put in touch with the appropriate Module Owners. Depending on the contributor's level of experience, MOs may have to train / brief them, hence the need for training material.

Growing the program

  • Recruitment

Community recruitment campaigns should be the first step to help recruit more marketing contributors. Initial ideas include: > a localizable video to promote the initiative locally > a deeper tie-in with Student Reps Recruitment efforts to be focused on our key locales to make sure we have sufficient man-power to run the program at full speed there.

  • Sign-up process

We agreed on the following sign-up process: 1- Candidates apply on the sign-up form 2- Candidates are assigned mentors who greet them and on-boards them. Mentors can be regional leads, Module Owners, staff, or other confirmed members 3- Candidates can "graduate" after a certain # of weeks if their mentor vouches for them and become a regular member (this confirmed status might be replaced by graduation as a Mozilla Rep)

  • Resource constraints

In order to accommodate short-handed locales, we will: > prioritize modules against each other ("if a locale can only carry out X activities, what should they be?") > prioritize tasks within each module


We discussed our needs and tried to come up with the appropriate tools to address them. This conversation is a little more complex than it seems as it ties back to the larger question of open/closed circles of communication. One decision though was to start with tools people are already comfortable using, which means emails for now.

> First step: the main proposal is to create new mailing lists and repurpose existing ones: -- A new "engagement@" list for public announcements -- A "engagement-internal@" list for operational use (staff + Marketing members) -- One list per Module / Group

> Second step: investigate tools more adapted to project management, archiving, attachment like Google Groups or Basecamp

> We will be also be moving forward with an IRC channel and

Community-driven initiatives

  • Scaling our initiatives

We need to create a number of tools and resources to facilitate collaboration, guide local initiatives and avoid "re-inventing the wheel" when possible: > Repository of all campaign / promotional / visual assets (raw files, code, etc.) > Brand toolkit (existing) > Templated campaign site (common platform with a set of customization options) > Product and Mozilla messaging kits for each product release (joint-effort between product marketing and PR). > Campaign brief template (no template, but guidelines as well as min & max requirements) > Campaign metrics dashboard

  • Proposed process to create community-driven campaigns

We want to empower local communities to launch autonomous, not isolated, initiatives. Local projects need to receive functional support and resources when needed but also align with the organizations objectives and message. They also need to be documented so other communities can re-use or adapt them.

> Campaigns can originate from: - local opportunities identified by our communities - calls for concepts organized within the program to support specific brand efforts or support product/feature releases. One additional proposal was to organize a yearly creative challenge with a dedicated "campaign bounty" attributed to the best idea.

> Suggested process 1 - Campaign briefs are shared with the Collective so others can provide feedback 2 - A green-lighting commitee made of staff and regional leaders decides on the next steps (yes, needs tweaking or no) based on alignment with objectives for the region, brand fit and feasbility. If not approved, project is either retired or tweaked until it receives the green-light. 3 - Funding request is submitted using the existing ReMo process 4 - Production phase starts with support and validation from functional experts 5 - Launch and monitoring 6 - Post-mortem is shared with the Marketing Collective 7 - Other communities can chose to run the campaign based on initial learnings

Next Steps

Everyone: please share all comments and suggestions you may have on the above

  • By March 13

- Greg: create interview form and connect candidates with early mentors, then with group leaders.

  • By March 15:

- All current Regional Leads: need to fill the sign-up form and register on with the tag. Start screening candidates.

  • By end of Q1:

- Greg: finalize proposal for communication channels
- Patrick, Jane + Regional Leads: define objectives per key country / region
- Greg + Mary: Finalize plan to connect / consolidate with ReMo, Comms Reps and other Engagement teams (owner: Greg + Mary)
- Greg + Module Owners: prioritize modules + tasks and create training material)

Recorded Meetings

Under construction.