View source for Engagement/Websites/Firefox/Webteam/Content

= Promoting Your Campaign<br>  =

Releasing a new product? Launching a new engagement campaign? Wondering how to cross-promote your campaign through the Mozilla Web Universe? You've come to the right place. The objective of this wiki page is to walk you through the process of working with Creative and the Mozilla Web Team to launch your product of campaign on Mozilla.org/firefox. 

== Content Strategy<br>  ==

Our content programming is grounded in our overarching marketing strategy. Carmen Collins and the Engagement leads work together to formulate the marketing and content strategy on a monthly basis depending on our quarterly goals, product launches, and competitive landscape. Carmen Collins then helps develop this content into fruition. See the [https://docs.google.com/spreadsheet/ccc?key=0Aq5VRQsHxrludDZFcWN1SThmazBqNEV6ZFJYdnhfWmc&hl=en_US#gid=1 Content Launch Calendar] for details on upcoming content plans and the Content Engagement Consumer Events Calendar for [https://docs.google.com/spreadsheet/ccc?key=0Aq5VRQsHxrludF9OckNZM0NuNV9qQjFFNlVJVmRjMVE&hl=en_US#gid=15 2011] and [https://docs.google.com/spreadsheet/ccc?key=0Aq5VRQsHxrludHpabkVlOVJpU1pfMWNIOHNGbVRSQnc&hl=en_US#gid=5 2012]. <br>

== Content Overview  ==

Let's use an example: Mozilla has invented the next ''SuperWidget'' and wants to let the world know it exists. To do so, we want to make sure we promote it on Mozilla.org/firefox. We'll need all of the following resources to do so:&nbsp; 

#Designated promotional spots on Mozilla.org firefox product pages 
#Copy assets 
#Graphic assets 
#Time from WebDev to build your new promos

Note that the items here are ''outside of ''and seperate from any permanent product information that will be updated on Mozilla.org - for example - creating a new product page where people can go and download the SuperWidget at www.mozilla.org/superwidget.&nbsp;<br> 

== Everything You Need to Know About Launching Your Content  ==

As an engagement team, we have a lot of information we'd like to share with the world, this process allows us to work with multiple stakeholders and across channels to present content in an over-arching, consistent, cohesive manner. Follow these steps to secure the assets and resource you'll need to launch a sucessful site campaign.&nbsp; 

=== Roles and How We Work Together  ===

'''Carmen Collins - Content Lead''' 
As content lead, Carmen's job is to coordinate with all stake holders to  keep abreast of planned events, campaigns etc. She will help drive us  forward so that content and messages are integrated in to our channels  (direct or indirect) at the right and consistent times. Carmen will  manage a content calendar and work with Laura Forrest who will then work  to implement scheduled content pushes. Carmen will cover the "how" we talk about product, campaigns.<br><br>
'''Laura Forrest - Website Lead'''
Laura works directly with  Carmen to create new content pages (or new versions of pages / update content on pages). She will drive the creative process (everything  beyond written copy) and will then work to implement scheduled content  pushes (focusing on Web and Snippet channels). In additional Laura will continue to manage the snippet implementation process and relationship with the Google team. Laura will cover the "how" we get the messages to the world and the marketing mix on the website and through the snippet schedule.<br><br>
'''Laura Mesa - Product Marketing Lead''' 
Laura's role is to provide and guide the product specific content/messaging strategy and give content/messaging input. She will work with Carmen on a weekly basis. Her role is critical with regard to in product pages. She will  provide ongoing guidance and support for content and design of in  product pages. If necessary - Laura may also override content strategy  depending for crisis communications on in product pages e.g. a security  alert, major product issue. Laura M. will cover the "what" we'll talk about from a product perspective. <br><br>
'''Content Stakeholders''' - These are the owners of the content channels, like Social Media, Email, Snippets, etc. They will participate in decisions on what will be promoted on their channels from the content pipeline, in conjunction with the Content Lead and the Website & Product leads.<br><br>
'''Campaign Stakeholders''' - plug into the process with the "what" they'd like to cover from a campaign, messaging standpoint.

<h3> Contact the Content Editor  </h3>
<p>To request promotion for your campaign/feature/widget for the user engagement channels (Email, social, word of mouth), please email Carmen Collins - ccollins@mozilla.com. The User Engagement team meets weekly to discuss appropriate communications channels for these requests and schedule them. Please note that there are no "guaranteed" placements.
</p>
<p>When requesting content promotion, please have ready answers to the following questions:<br>
1. Project<br>
2. Audience/Who to Reach <br>
3. Timing<br>
4. Description of the project and it's goals/objectives. (Or attach a creative brief)<br>
5. Which channels would you like representation? Is promotion date specific?<br>
6. How will you measure success? Desired outcome.<br>
</p>
<p>For more information about the content promotion request process, please see this etherpad: https://etherpad.mozilla.org/contentprocess-e2user</p>


<h3> Content Submission Deadlines </h3>
<p>if you have a campaign, a promotion, a product feature, a landing page, or just a cool idea you'd like to see promoted
in these channels:<br>
1. Email newsletter<br>
2. Social media (Facebook, Twitter, Google+)<br>
3. Snippets<br>
</p>
<p>For February 2012 - '''Submission deadline is January 20'''<br>
For March 2012 - '''Submission deadline is January 31'''<br>
For April 2012<br>
For May 2012<br>
For June 2012<br>
</p>

=== Attend The Bi-Monthly&nbsp;Content Meeting ===

You may also attend the content meeting, held every two weeks. This meeting is where we make sure we know about all the promotions needed, and where we talk about priorities and strategies. There is also a time at the end of the meeting to brainstorm new content.

Our open meeting occurs every other Thursday at 9 a.m. PST (12 p.m. EST) and is held on Vidyo in Carmen Collins' room. To join from a telephone, dial the following number: +1 650 903 0800, x92 99442 or +1 800 707 2533, pin 369 - conf 99442

[https://etherpad.mozilla.org/contentjan19-2012 January 19, 2012 meeting agenda ]

[https://etherpad.mozilla.org/contentjan5-2012 January 5, 2012 meeting agenda ]

[https://etherpad.mozilla.org/content121511 December 15, 2011 meeting agenda ]

[https://etherpad.mozilla.org/content113011 November 30, 2011 meeting agenda ]

[https://etherpad.mozilla.org/content110311 November 3, 2011 meeting agenda ]

[https://etherpad.mozilla.org/content101911 October 19, 2011 meeting agenda ]

[http://etherpad.mozilla.org:9000/content100511 October 5, 2011 Meeting Agenda ]

=== Creative Assets  ===

Create a kick-off meeting with Tara and Laura to review your campaign. Tara will help you figure out what design/copy bugs need to be filed, and what type of information to include. She will also help set a design direction that's aligned with your campaign, and identify the right resources. 

Note that Graphic and Copy bugs are filed under specific Bugzilla components located [https://bugzilla.mozilla.org/enter_bug.cgi?product=Marketing here]. 

Also at that point Laura will let you know what promotional spots are available to work with on Mozilla.org. It's important to collaborate at this point so we know from the beginning what site real-estate the creatives will design for. <br> 

=== Mozilla.org WebDev Resources  ===

File one implementation bug under the [[682965|Mozilla.org/Firefox component]] to implement all the assets created above. Within that implementation bug '''provide all of the following details''': 

#Live Date 
#Links to use 
#Project Wiki Page (if there is one) 
#Finally, list all the creative bugs within the "Depends On" section (very important)

For the bug's subject line a nice naming standard is something like: "[ProjectName] Launch Promos on Mozilla.org." Here's a good [https://bugzilla.mozilla.org/show_bug.cgi?id=652199 example]. Assign this bug to Laura Forrest or Chrissie Brodigan. 

See the Mozilla Web Team [https://wiki.mozilla.org/Engagement/Websites/Firefox/Webteam overview] for more information on our development schedule. From there, Laura or Chrissie will find a developer to work with you, and route it into the proper development milestone.&nbsp; 

=== l10n  ===

Stas and Pascal to provide info here. 

=== Next Steps and Related Links:&nbsp;  ===

Measuring the effectiveness of your campaign (LAURA&nbsp;ADD&nbsp;LINK HERE) 

[https://wiki.mozilla.org/Engagement/Websites/Firefox/Webteam#How_Long_Will_It_Take_to_Get_My_X_Live.3F How long does it take for my program to go live?] 

[https://wiki.mozilla.org/Engagement/Analytics/Webtrends/Tracking How to implement custom tracking for your campaign]