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Events/Global Strategy 2011: Difference between revisions
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===Background=== | ===Background=== | ||
Over the past years, Mozilla has organized or participated in a wide variety of events. These events range from casual contributor | 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 Mozila staff and non-paid staff. | ||
Two categories of events stand out: | |||
* events that aim to strengthen and build community (eg. Mozilla Summit, Inter-Community Meetups, Mozilla Camps etc...) | * events that aim to strengthen and build community (eg. Mozilla Summit, Inter-Community Meetups, Mozilla Camps etc...) | ||
* events that aim to inform and educate about the Mozilla Project (eg. JSConf, CeBIT, FOSDEM, FISOL etc...) | * events that aim to inform and educate about the Mozilla Project (eg. JSConf, CeBIT, FOSDEM, FISOL etc...) | ||
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Geographically, events have taken place all over the globe, most events have taken place in Europe. | Geographically, events have taken place all over the globe, 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. | 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. | ||
The different types of events outlined below aim to support and energize our existing community while garnering new contributors in key acquisition markets, increase mindshare and drive Mozilla product downloads in targeted geos. | |||
The audiences targeted by the events can be broken down into three broad categories: contributors, new-users and the users. Although there will be one-off and region-specific events, the general aim for 2011 should be to leverage community and empower Mozillians, through a set of tools and best practices, to organize and run Mozilla events in their region/locale that are easily reproducible and occur regularly. | |||
The Mozilla Reps program (ReMo) will play a central role in leveraging community and helping Mozillians to design, organize and run their own events, especially in non priority geos. ReMo will be key in raising brand and product awareness, scaling and increasing our community presence in smaller addressable markets, while also strengthening and expanding our contributor base. | |||
=== Overall goals === | |||
* Energize and motivate our existing community of users and contributors | |||
* increase mindshare and drive product downloads | |||
* Lay the seeds for new contributions and identify next generation of contributors | |||
* Leverage and extend our reach internationally and beyond targeted geos through easily reproducible events | |||
=== Key Targeted Audiences === | |||
==== Contributors ==== | |||
*Engineers & developers | |||
*Education | |||
*Security | |||
*UI/UE professionals, Web designers | |||
*Localization | |||
*Support | |||
*Marketing/Advocates/Students | |||
[[Rationale]]: Mozilla contributors are the backbone of the Mozilla project. It is essential to continuously support and assist existing contributions while engaging with new potential contributors. | |||
==== New Users ==== | |||
* Consumers | |||
* Gamers | |||
* University students | |||
* Bloggers | |||
* 18-40 y/o bracket | |||
* Families | |||
* Affinity groups | |||
* Tech savvy individuals | |||
* Home CTOs | |||
[[Rationale]]: New users are those web users who do not use Firefox and/or have never heard of Firefox and/or use a browser but do know what a browser is. A key aim of the events strategy is to help win more of these new users and make them happy. | |||
==== User Community ==== | |||
* Longtime Mozilla product evangelists and fans | |||
* Recent adopters | |||
* Firefox fans | |||
[[Rationale]]: More than 450 million people use Firefox but only a handful are aware of the different Mozilla products that exist. the key aim for events is to raise awareness of Mozilla services, products and its mission. | |||
=== Major Event Initiatives by Audience === | |||
==== Contributors ==== | |||
* Hack Nights - ReMo | |||
* MozPubs - ReMo | |||
* Inter-Community Meetups (eg. Balkan Meetup) - ReMo | |||
* Regional Summits (eg. Mozilla Camp Europe) - staff/ReMo | |||
* Community Meetups (eg. Cologne Meetup) - ReMo | |||
* Project sprints (ReMo) | |||
* Mozilla Summit (staff) | |||
==== New Users ==== | |||
* Tutorials/Presentations (eg. Intro to Firefox) - ReMo | |||
* Tech Consumer tradeshows (eg. CeBit/Mobile World Congress) - staff/ReMo | |||
* Influencer conferences (eg. LeWeb/Lift) - staff/ReMo | |||
* Summer music festivals (eg. Vieilles Charrues) - ReMo | |||
==== User Community ==== | |||
* Product launch parties (eg. Firefox 4 launch party) - ReMo | |||
* Student Rep parties - ReMo | |||
* FOSS events/tech fairs (eg. FOSDEM/LinuxTag/FISL) - ReMo | |||
* Thematic events (eg. MAOW/Thunderbird) - staff/ReMo | |||
* Open Web Camps - ReMo | |||
* Labs events (eg. Design Jams) - staff/ReMo | |||
* Drumbeat workshops - ReMo | |||
=== ReMo and Self-Service Events === | |||
The Mozilla Reps program (ReMo) is central in our effort to expand our reach and empower Mozillians locally. ReMo will provide a framework for self-service events and the necessary tools to enable Mozilla Reps to request funding for, design, and run their own events. These tools include: | |||
* SOPs for events (templates and sample event best practices) | |||
* events toolkit (ie. print collateral, videos, slide decks, presentation templates etc...) | |||
* swag request form | |||
* budget request form | |||
For more info, see: https://wiki.mozilla.org/ReMo/Tools_and_Resources | |||
==MoFo Events Strategy== | ==MoFo Events Strategy== | ||