Engagement/User Engagement/Content Plan TheDen 2012

Overview

The Den is the blog for the user engagement channels, bringing content to our general audiences to help with our retention goals. We want to get the users the content that will help them use Firefox, stay with Firefox and share experiences with Firefox. While the blog is the vehicle for this, the users are the focus.

Audience

Because of the large number of email subscribers and Facebook fans, and because that is the main vehicle for promotion for content on the den, the audience follows those two channels.

1. Mainstream users (everyone from novices to advanced - if you download and use Firefox, you're the audience)
2. English language (with more locales TK: See localization plans below.)

Promotion Vehicles

The main promotion channels for The Den are:

1. Social media (Facebook & Twitter), which links to articles directly
2. Firefox & You email, which links to articles directly, and is the catalyst for a good amount of the content that is created

Desired promotion: Firefox download page, thank you page - similar placements to Email signups and Social signups.

Content

Because the audience is broad, the content needs to speak to as many of the email/Facebook audience members as possible. Should speak to at least 20-30% of our audience - the broader the audience, the less that niche messages speak to that audience

- Based around events that people are already talking about

    * Holidays

    * Events (Olympics)

    * Life cycle (I'm a Mom, I'm a student, etc.)

- "Sensationalized" posts

    * Firefox "secrets"
 
    * Top X lists

- Case studies - based on broad user categories

    * Sports fans

    * Photo buffs

    * Students, etc. 

- While product should be baked in to content, it should tell a story, answer the who, what, whys

   * No product "announcements" - the PR blog covers that

   * Instead of "upgrade your Firefox" the better story is "10 Reasons to Upgrade Your Firefox.

   * Rather than detail a feature, dig into the situations for use, when it makes sense, how it fits into a user's daily life.

- SUMO content should also be baked in, but not rewritten. Rather, re-purposed to tell a story

   * A lot of the help content exists in SUMO already, although in disparate places, and sometimes out of context

   * Use SUMO content to put together "packages"

   * Create Firefox University - landing pages which point to blog posts and SUMO content

- Consider customer search terms and develop interesting content to link to from search

   * Search term should fit content for a broad audience.

Post Frequency

Posts will be made as often as good content is created, or needed. However, average will be 1-2 times per week.

Editorial Calendar

A tab featuring an editorial calendar for The Den will be found in the content calendar.

2012 Localization Plans

- EN is the focus for the first half of 2012 as the content gets ramped up
- Each locale will need a separate instance of The Den and of the Wordpress admin

Quarter	Launch	Language
Q1-2		EN focus as content plan is ramped up.
Q3	(July launch)	Spanish (ES)
Q4	(November launch)	German (DE)

2012 Goals

Metrics established, measure

   - Blog views (bug entered)

   - Shares =  (how to measure this?)

   - Time spent onsite (how to measure in Webtrends?)

   - How many clicks / # of articles they view? (How sticky is the site?)

   - "How useful was this content?" button -- need a benchmark

Post Ideas

Anyone can submit ideas for blog posts. Either contact Carmen Collins (ccollins AT Mozilla DOT com) or enter ideas into this etherpad