User Participation

Overview

Historically, user participation at Mozilla has taken the shape of organic marketing efforts and participatory campaigns. The market landscape, as well as the scope of our user base, has changed dramatically. Additional information & background

Over the remainder of 2010 into 2011 we'll explore ways to enable our userbase to feel a part of Mozilla at scale.

Objectives

• Enable and empower our 400 million users to spread the word about Mozilla and Firefox.
• Increase the overall number of people who feel like stakeholders.
• Continue to pioneer our special brand of marketing.

Strategies

• Cast the net-wide: provide users the opportunity to identify as supporters.
• Create meaningful activities for all levels of engagement.
• Leverage what we know best and draw from successful social movements.

Q3

• Overall theme: Refocus participation activities and next generation of participation platform. Launch new and/or revitalize current participation channels, including:
  • Customer Care:
  • Participation Landing page: Create lightweight participation page to lower barrier to entry for users to help promote Firefox.
    • Mockup
    • Initial CTAs:
      • Promote Firefox online: Focuses on our Affiliates program. In conjunction with this page, we'll roll out our new Text Links program. Staged here.
      • Join the Firefox 4 Beta program.
      • Join our Customer Care efforts.
      • Share Firefox via Twitter + Facebook.
  • Engagement l10n team: