Marketing/Billion Downloads campaign postmorterm

Teams involved

• Marketing
• IT
• WebDev
• QA
• l10n
• PR

Timeline

Week 1

July 7

• Marketing team asks interns to lead a community campaign
  

July 9

• Creative: contacted to design logo and banner for campaign
  
• Metrics: contacted to determine date of billionth download
  
• Metrics replies saying to talk to Community Marketing
  

Week 2

July 14

• Billion Downloads campaign prestented to Marketing team and approved
  
• Launch scheduled for mid-August
  
• Site planned to be ready by end of July
  

July 16

• Promo: CMT asked to send in photos for the site by July 31st
  

July 17

• Interns conduct phone conference with SO about webdev
  

Week 3

July 20

• Copy ideas brainstormed
  
• l10n contacted with initial timeline of late July / early August launch
  

July 21

• Initial creative mockups received from Sean
  

July 22

• Promo: Facebook group created
  

July 23

• Marketing meets with SO, who provides first site mockup
  
• IT: Domains purchased
  
• IT: Bug filed to setup website, with request to push production branch with splash page (bug 506062)
  
• QA: Contacted to help test site
  

Week 4

July 27

• Copy finalized and sent to SO
  

July 28

• Creative: Banner design finalized
  

July 29

• IT: Metrics tracking code requested (bug 507238, major severity)
  
• l10n: Opt-in bug for localizers created (bug 507293)
  
• QA: begins to QA site on the trunk (bug 507286)
  
• 5:30pm - PR: Media outreach email sent with link to onebillionplusyou.com
  

July 30

• 2:45pm (approx) - First press articles appear with links to onebillionplusyou.com, which currently shows 404
  
• 3:15pm - After meeting with WebDev, onebillionplusyou.com setup bug upgraded to blocker (bug 506062)
  
• 3:52pm - IT: onebillionplusyou.com now shows splash page (bug 506052); however, other domains are not redirecting to onebillionplusyou.com
  
• 5:20pm - Metrics tracking code request upgrade to critical severity (bug 507238)
  
• 5:55pm - Promo: CMT emailed about campaign, including link to onebillionplusyou.com
  
• 10:45pm - IT: Other domains now redirect properly to onebillionplusyou.com (bug 506052 resolved)
  

July 31

• 11:30am - SO asked if site can be launched today, if necessary
  
• 11:45am - l10n begins localizing page (bug 507680)
  
• 12:35pm - SO confirms that site can be launched today
  
• 12:40pm - IT: staging site is setup (bug 507143)
  
• 2:15pm - Marketing decides to push launch to today, only initially shipping in 5 languages
  
• 2:30pm - IT: bug filed to launch site (bug 507710, critical severity)
  
• 2:57pm - WebDev concludes security testing
  
• 5:00pm - Cron job works on staging site (bug 507143)
  
• 6:57pm - l10n & IT: First five locales finalized; bug filed to launch site (bug 507710, critical severity)
  
• 10:03pm - IT: Site launched in five locales (bug 507710 resolved)
  

August 1

• 1:00am - Metrics code received (bug 507238 closed)
  
• 1:14am - WebDev: email feedback provided about launch of site and revisions to make
  
• 10:49am - Omniture code added to trunk
  

Week 5

August 3

• 8:00am - Code optimized with CSS changes
• 2:50pm - IT: Bug filed to update site to include 28 locales (bug 508083)
• 3:49pm - IT: Site updated with new locales, layout appears broken to Marketing team (possibly a caching issue, either client or server side)
• 3:56pm - IT: Request to revert back to original site with 5 locales (bug 508083)
• 4:04pm - IT: Site reverted to revision 48301.
• 8:53pm - Beltzner reports that site is displaying in wrong language for users
• 9:35pm - IT: Cache cleared. Appears to have fixed language problem.
• 11:42pm - Revision 48301 reported to be buggy and has caching issues
• 11:43pm IT: Bug filed to update to revision 48448 to fix the caching issue

August 4

9:50am - SO optimizes CSS

August 5

10:20am - IT: Bug filed to update to revision 48615

• All times in PDT

Issues

• QA was approached late
  • This made us rush
  • We didn't know about bit.ly, and tested functionality, which worked on the surface, but the bit.ly links were broken, as William discovered
  • Weights and measures (metric, etc.) caused confusion

• PR timing of the announcement in conjunction with the actual billionth download - as stated by the Twitter account

• Potential Issues to the timing of the Site
  • Was there any way that we could have tracked the potential interactions we missed with the timing issue?

• Was this ever thought about to drive downloads?
  • If people who are IE/Safari/Chrome users visit the site because they wrote an article about it, there is no place that says "download FFx here" etc.
  • What about an "upgrade" button to drive people that have Ffx 1.0 or 2.0 to upgrade to 3.5

• Issues to the actual copy of the site:
  • In the "mission" blurb we reference the MoFo, we usually reference only Mozilla. Not the foundation specifically
  • The Link to Find out more about the mission links to the organic software page - not the "what is Mozilla page" so it doesn't really talk about the mission etc.

How we can improve

Communication

• Include all team members on emails as appropriate
• Send regular (daily or weekly) project updates to all teams involved
• Update all teams on scheduling changes or decisions that impact other teams
• Schedule meetings at least 24 hours in advance whenever possible
• Make all meetings available by phone conference so team members can join remotely
• Send out meeting minutes after each meeting

QA

• Marketing needs to clarify any special QA needs for testing the site
• Ex: bit.ly links and posting to Twitter functionality
• Clarification on international numbering (ex: 1 billion vs 1 000 000 000)

Metrics

• Better understanding with Marketing team on download count data
• Being able to quickly project when certain download milestones will occur

IT

• Having an IT project and QA contact from the beginning
• Ensuring that the project document is completed early and all team members are aware of needs and schedule

l10n

• Should have informed l10n of project much earlier
• Content should have been finalized earlier to give l10n members more time to localize

PR

• Review links in pitches and blog posts before publishing them
• Broken links should be avoided - either remove the link or get the site active

Page content

• Clarify on when to use "Mozilla Foundation" vs "Mozilla" in messaging
• Decide on use of Download button vs Upgrade the Web button - when to use each
• Include location in the caption for the photos
• Linking to "What is Mozilla?" vs Organic page due to localization limitations