Events/Global Strategy 2011
Mozilla Wide
- Offer new entry points to Mozilla projects and people -- to participants in a global effort to keep the web open.
- Energize and motivate our existing community of users and contributors
- Cultivate new contributions and identify next generation of contributors
- Leverage and extend our reach internationally and beyond targeted geographies and domains
- Improve web tools and products and increase their usage
Event Matrix
| New Users | Established User Community | Core Contributors | |
|---|---|---|---|
| Small | e.g. Hackasaurus Hackjams | e.g. MozPub | e.g. Local Community Meetups |
| Medium | e.g. Buttercamp | e.g. Design Jams | e.g. Inter-Community Meetups |
| Large | e.g. Drumbeat Festival | e.g. Drumbeat Festival | e.g. Mozilla Summit |
- Calendars
- Wikis
- Request forms
- Communication channels
- Mozilla Spaces
- ReMo
- Program assets (slides, print materials, videos, etc). ReMo
- Event toolkits
- Content Modules
- Budget?
- Policies on joint branding. "Mozilla first."
- Anticipated vs. Actual # of attendees or visitors
- Media coverage (eg. # of relevant articles/blogs posts/tweets published in the aftermath of event)
- # of new contributors recruited
- # of people participating in event survey/questionnaire
- # of interviews recorded and/or videos produced
- # of Mozilla project tasks completed
- # of software commits
- # of subscriptions to project or main mailing lists
- # of "Sparklez" (connections made at an event)
MoFo Events Strategy
Strategy Overview
Mozilla and community organizers have iterated on a number of events hosted in several cities. Now, with months of experience and feedback under our belt, we're taking our event strategy to the next level.
Events drive action.
We're focusing on live events because we believe that by working together in a shared space, we can achieve more. Ideas emerge in realtime, conversations evolve, new connections are made. Because sometimes, despite all the ways we can collaborate together over vast distance, we can get more done f2f.
That means being deliberate and strategic about what events can accomplish and how all of these small pieces, loosely joined, can make the Web better.
Events Drive Action
Events offer new entry points to Mozilla projects and people -- to participants in a global effort to keep the web open.
Through shared action, we can improve web tools that benefit many groups -- artists, educators, businesses, activists, students -- anyone really, who uses the web.
Projects are accelerated by the completion of learning tasks and contribution challenges before, during, and after events.
We are all the makers of the web. We can teach, learn, and build together at community-organized events that range in size and format as preferred by local needs and interests. We'll use a flexible event framework to make the most out of available resources and our time face-to-face.
Local Leadership Circle
There’s lots to be done to improve the workflow between Drumbeat projects and web maker events, but one important step is to start talking now with local event organizers, understand their needs and interests, and grow the circle of talented and experienced organizers.
The idea is to build a mentoring and peer network among local event organizers so that the established teams in Sao Paulo, Paris, San Diego, New York, Barcelona, and elsewhere can share ideas and help welcome new organizers. We’ll start the discussion on the Drumbeat mailing list, and the conversation and archives can inform and inspire other folks as well as provide valuable feedback for the current teams.
MoCo Events Strategy
Background
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 inspire, strengthen and build community (eg. Mozilla Summit, Inter-Community Meetups, Mozilla Camps etc...)
- events that aim to inspire, inform and educate about the Mozilla Project (eg. JSConf, CeBIT, FOSDEM, FISOL etc...)
Geographically, events have taken place all over the globe, but 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, hence, this strawman.
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