From MozillaWiki
Jump to: navigation, search

These are notes from a joint marketing / evangelism / foundation brainstorm on building a Mozilla ground game. The meeting took place on Sept 9, 2009.

Ground Game Questions and Topics

partly turned into a brainstorm about drumbeat in general

  • Should we focus on immediately relevant topics (e.g. promoting HTML5) or cutting edge thought leadership (e.g. digital identity)?
  • What role should Mozilla play on privacy / data / identity?
  • What should people expect from software? ... the web? ... tech vendors?
  • How do people get involved in Mozilla's ground game? Who are they?
  • What are our geographical and segment priorities?
    • What are the segments we're most likely to succeed with?
  • What ground game success stories do we already have?
  • Who are our allies?
  • Who (in Mozilla?) is responsible for ground game content creation?
  • How can we help governments understand and support the open web?
  • Is the internet a fundamental part of social life and citizenship?
  • Should we respond to things like the 'internet 3 strikes' law in France?
  • What are our metrics? What is our timeframe?

Concerns and Risks

  • Can we get people to care about the web?
  • Getting too mission-y could weaken our leverage and trust?
  • Depending on topics, some Drumbeat activity could look self interested and too close to our products.
    • Counterpoint: our products are about our mission and the open web, so makes sense to link.
  • Not having a clear enough idea of audience and community segmentation.

Exercise - Audiences and Messages

Group 1


  • Youth Jr. High to university Students
  • Retired people/ librarians
  • Download day’ers

Download dayers –

  • Message: you have only scratched the surface and you can do more for the Web.
  • Value: Opportunity to do more and a feeling of contribution.
  • Meta messaging: the Internet is a public resource.

Group 2


  • People who have been affected by security problem
  • Baby boomer Firefox users coming from IE

People who have been affected by security problem

  • Messages: How Firefox protects the every day user now and into the future – making process accessible.

Mozilla is a non profit and the goal is to protect the user

  • Value : W flash player updated
  • Leveraging the SUMO data that exists – making it accessible so other people can learn from the top ten SUMO problems. Helping them be less scared about updates

Group 3


  • Students liberal arts and theoretical mathematicians
  • Pirate party
  • Developers for other browsers

Pirate Party/students

  • messages: balancing between public and private good. Technology choices can influence this
  • Value: Able to offer the pirate party a degree of legitimacy and share a common vision
  • Students: give them a place to join/ something to do
  • Browser vendors: don’t always have to be evil just because they don’t share the same value

Group 4


  • Developers
  • Students
  • Influencers


  • Developer: Most exciting, innovative platform. Give them opportunities for platform development
  • Students: Can learn through Mozilla, open internship can work with them and don’t have to be an intern
  • Influencers: our success is up to them and they can be involved, we want to give them knowledge for what they have done

Group 5 Audiences:

  • Influencers,
  • Web developers
  • Internet business owners

Press policy makers, and thought leaders:

  • Messages: Provide them with a vision for decision maker
  • Value: Provide a framework for a place to discuss, we can give them data and research
  • Internet business owners: we can preserve business opportunities, and the freedom to choose the partners they want to work with


  • Web Developers,
  • Users,
  • Members of the Press


  • Message: Want to emphasize that we are a different/human organization, an organization rather than a company, give them the right material and compelling stories that are different.
  • Value: Giving them refreshing, different stories to write about that affect their users, and allow them to influence other people to tell them our stories.

Web developers:

  • Message: We care about the Web’s potential and how developers can make it better
  • Value: give them great tools, technical excellence and innovation.

Exercise - Campaign Designs

Download dayers: help make the web better

Move to passive supporters to active contributors. Identified three main goals – do something that has a main impact on the web/tangible. Symbolic- that makes them feel like they belong to the Mozilla community – recognition.

Email campaign: theme: making the Web better

  1. First email: “hi from Mozilla” “Thanks for making the web better, want to do more?” Ask them to upgrade to a modern browser, not just themselves
  2. Second email: Thank them for making the web better. Ask them if they want to take it to the next level/want to do more? Install security check plug-ins
  3. Last email: Ask them to organize a meet up or event to encourage others to follow in the same footsteps and make the web better. “Set up a Web watch in your neighborhood”

Internet Business Owners: web site compatability

Goals: Make sure their web site is compatible and standard and tell others how that web site changed their life and made their business better. Wanted to focus on the incompatible with Firefox web sites.

Email campaign

  1. Email: “Did you know that 310 million people cannot access your site” Click to action by finding out more and looking at user reports – not going to be a quick fix since they need time
  2. Month Later: “22% of users cant access your site” Emphasize that it’s a small change. Call to action “ Ask your web developer about this”
  3. Third: “Its really easy to see how” Focuses on case studies and stories,

Call to action: tell other business and groups

Add-Ons developers: mentorship campaign

Goal: establish a pairing of groups that are ready to establish the next great add on

Email campaign

  1. First email: recruiting mentors from our group of Add on develpopers. Would you like to join this group of mentors
  2. Second email: people looking to get started but don’t really know how
  3. Third email: Enough time to structure the pairing and figure out who would work best together and introduce them to the pairing

Pirate Party: partnership

Need to do a little bit of research to national leadership everywhere. Look a little deeper into FFx customization. Need to be a little more prescriptive in technology choices, adopt a number of technology partners, free software foundation, Mozilla, etc. Really want to meet with them face-to-face and recommend that they start to make choices in that they are specific in what they say

Email campaign

  1. Email: reach out and propose tech partners
  2. Second: We would like to meet
  3. Third: A position we would like them to take – Mozilla as a think tank, through this we think they would put Firefox in their platform for recommendation

Web Developers: Mozilla Hacks Camp.

HTML5, Help Lab, CSS Help, etc. Ask questions and interact with developer crew, generate a low volume list service to interact and keep the conversation going. Also, do video podcasts where people can talk and discuss and ask questions about the topic at hand to experts.

People who have been affected by a security problem

Campaign around the 3.6 launch

Goal. How we do protection. What it means to be protected. Our goal and a nonprofit.

Email campaign

  1. First email is around 3.6 launch – ask people to install 3.6
  2. Second email – first update 3.6.1 as a teaching moment and why we do regular security updates, etc.
  3. Third – Ask people to install security updates and other programs on their computer, as well as talk about the wider security updates