Marketing Collective: Difference between revisions

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[[Marketing_Collective|Main]] | [[Marketing_Collective/Structure|Structure]] | [[Marketing_Collective/Join|Join]] | [[Marketing_Collective/Tools_and_Resources|Tools and Resources]] | [[Marketing_Collective/People|People]]  | [[Marketing_Collective/FAQ|FAQ]] | [[Marketing_Collective/Meetings|Meetings]] | [[Marketing_Collective/Events|Events]]
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=Marketing Collective=
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===Definition===
===Definition===
The Marketing Collective is a task force coordinated by the Engagement team bringing together all mozillians interested in marketing Mozilla products and brands to the consumer audience. It is a framework for participation and collaboration.  
The Marketing Collective is a task force coordinated by the Engagement team bringing together all mozillians interested in marketing Mozilla products and brands to the consumer audience. It is a framework for participation and collaboration.  
The program creates a more cohesive team and gives volunteers the tools and support to make their ideas a reality. At the same time, the Marketing Collective aims to grow the engagement team and make Mozilla's campaigns and initiatives more relevant globally.
In a nutshell, the members of the Marketing Collective will:
* <b>provide local guidance</b>, market intelligence and help [http://www.mozilla.org/en-US/legal/fraud-report/ protect the fox]
* <b>help paid staff with existing projects</b> in their country
* <b>conceive / roll-out their own regional initiatives</b>
* participate in the team's life
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===Who is the program intended to?===
===Who is the program intended to?===
Members help the Mozilla Engagement team deepen local user participation in the Mozilla project and drive acquisition/retention programs reaching millions of Firefox and non-Firefox users in their country.  
Members of the Collective join force with the Mozilla Engagement team to deepen local participation in the Mozilla project and drive marketing programs reaching millions of Firefox and non-Firefox users in their country.  
'''They are the ''eyes and ears of Mozilla in their country''', passionate about the people and the web, possess excellent writing and communications skills as well a demonstrated interest for all things marketing. They are aware of trends and habits in their local markets. Above all, their are enthusiast and are willing to roll-up their sleeves!
'''They are the eyes and ears of Mozilla in their country''', passionate about the people and the web, possess excellent writing and communications skills as well a demonstrated interest for all things marketing. They are aware of trends and habits in their local markets. Above all, their are enthusiast and are willing to roll-up their sleeves!
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==Objectives of the program==
==Objectives of the program==
The objectives of the program are fourfold:
The objectives of the program are threefold:
* Enable easy <b>community participation</b> in our marketing activities
* Enable easy <b>community participation</b> in our marketing activities
* Increase the <b>reach</b> of Mozilla's engagement initiatives
* Increase the <b>reach</b> of Mozilla's engagement initiatives
* Be more <b>relevant</b> on local markets and cultures
* Be more <b>relevant</b> on local markets and cultures
* Improve our <b>intelligence gathering</b> by having eyes and ears on the ground
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==Why become a member of the Marketing Collective?==
==Why become a member of the Marketing Collective?==
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* Fun, rewards and travels
* Fun, rewards and travels
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==Structure==
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===Modules===
The different tasks that members can perform upon joining the Marketing Collective are regrouped in functional areas called Modules. Each module is owned by one or several Module Owner(s) - Mozilla employees with expertise on that area:
* <b>Content Coordination</b>: create, localize and coordinate local Mozilla content for blogs, newsletter and other marketing channels.
* <b>Social Media</b>: building and maintaining Mozilla's social media presence in your country and language.  Tasks here will include localizing content from our English Facebook  and Twitter accounts, creating new local content, implementing social media campaigns locally or finding new campaign concepts.
* <b>Add-ons & Apps Curation</b>: identify, localize and spread popular add-ons, apps and reviews in your country.
* <b>Market Intelligence</b>: analyze, watch, identify and understand the market. This means to be the eyes and the ears of Mozilla in your region. Examples include reporting new competitors' campaigns, new market data and research.
* <b>Product Marketing</b>: adapt product and brand messaging locally, support and promote product releases, imagine new campaign concepts for your country and build user community around our products.
[[File:marketing_modules.jPEG|center]]
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===Activities===
The Marketing Collective schedule is comprised of different types of activities, categorized by nature and recurrence:
* <b>Recurring Tasks</b>: these tasks need to be performed regularly (usually weekly or monthly) and are usually assigned to specific contributors. Example:  localization of our monthly Newsletter, flagging new campaign launched by competitors
* <b>Special Assignments</b>: unique tasks that only need to be performed once. These tasks will be part of "weekly sprints" and usually be more time-sensitive and temporary priorities. Examples: event planning, release promotion, campaign promotion, product messaging adjustments.
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===Schedule and Planning===
We are using a sprint-based approach inspired by the SCRUM methodology in order to plan, coordinate and track progress:
* <b>Sprints</b>: the standard period of time during which all activities (special assignments and recurring tasks) are assigned and completed. Ahead of a sprint, all proposed activities get submitted and prioritized against each other by the Program Lead and Module Owners.
* <b>To-Do List</b>: all activities that must be performed during a sprint. They include Recurring Tasks and Special Assignments. Larger activities can be broken down into smaller ones and spread over several sprints
[[File:Sprint_Activities.jpg|center|Example of sprints]]
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==Roles==
There is a number of different stakeholders in the Marketing Collective program. They can be classified according to their responsibilities and involvement:
*<b>Volunteer</b>: a volunteer performs marketing activities in their country. New volunteers can be assigned to a mentor to learn the basic skills required to achieve autonomy.
*<b>Mentor</b>: This person helps new volunteers gain skills required by in the program. Mentors delegate tasks and coach new volunteers. Mentors can be a volunteer, a Rep, a Regional Lead or an employee.
*<b>Regional Lead</b>: a regional lead represents all members of the Marketing Collective in a given region at meetings, calls and summits where attendance is limited. The can also advise contributors and mentors in their region.
*<b>Module Owner</b>: a Mozilla employee with expertise on a given functional area. The Module Owner submits Recurring Tasks and Special Assignments - sorted by workload and urgency - to be performed by volunteers during a sprint. Module Owners work together with the Program Lead to prioritize the Sprint To-Do List and provide volunteers with training, directions and assistance over the course of the sprint.
*<b>Program Lead</b>: leads and coordinates the Marketing Collective program. The Lead works with Module Owners to plan and coordinate activities and acts as a facilitator for volunteers. This person also moderates the program's communication channels, hosts meetings and calls.
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==Communication==
Members will be able to coordinate, exchange ideas through several communication channels. Each channel offers advantages and shortcomings, and might be replaced by others over time. Our main goal is to enable easy, fluid and informal exchanges.
<i>Coming soon:</i>
* <b>#marketing-collective IRC Channel</b>: IRC is a great tool to have informal conversations and get instant access to information you need. This is the platform of choice to ask questions, suggest ideas, solve small problems or blockers and get real-time responses. It is also great to simply "hang out", chat and get to know each other better.
* <b>Marketing Collective Mailing List</b>: the mailing list is used to make announcements, share news, communicate and distribute content.
* <b>Marketing Collective Basecamp</b>: serves as a permanent repository for projects. For example, publish and discuss sprints, perform tasks, upload documents, access archives, brainstorm.
* Meetings and Calls will be scheduled based on projects and program activity.
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==Sign-up process==
#<b>Fill the sign-up form</b>: tell us a bit about yourself and why you are interested in joining the Marketing Collective. You can find the form [http://bit.ly/mkg-collective-signup here]
#<b>Let's chat!</b> Once we have reviewed your application and made sure you fit a few basic criterias (you must be over 18 and have some marketing experience and/or be an existing Mozilla contributor), we will get in touch with you and schedule a call. This is the opportunity for us to get to know you better, discuss the program in more details and answer any question you may have. A final decision is made following this call.
#<b>Welcome</b>: if your application is approved, you will receive a welcome e-mail containing important information about the program, useful resources as well as next steps.
#<b>First steps</b>: we will assign you a mentor to guide you through your first steps in the program. Mentors are experienced contributors, Mozilla Reps or employee  and will be here to advise you, answer your questions and get started with your first assignments.
<b>We can't wait to meet you! [http://bit.ly/mkg-collective-signup Fill the sign-up form] to get in touch.

Latest revision as of 00:00, 20 October 2015

Main | Structure | Join | Tools and Resources | People | FAQ | Meetings | Events


Marketing Collective

Note.png
Sign-up form
Just looking for the sign-up form? Look no further, here it is. If you are not familiar with the program yet, please be sure to read the information below before applying.

What is the Marketing Collective?

Definition

The Marketing Collective is a task force coordinated by the Engagement team bringing together all mozillians interested in marketing Mozilla products and brands to the consumer audience. It is a framework for participation and collaboration.

The program creates a more cohesive team and gives volunteers the tools and support to make their ideas a reality. At the same time, the Marketing Collective aims to grow the engagement team and make Mozilla's campaigns and initiatives more relevant globally.

In a nutshell, the members of the Marketing Collective will:

  • provide local guidance, market intelligence and help protect the fox
  • help paid staff with existing projects in their country
  • conceive / roll-out their own regional initiatives
  • participate in the team's life

Who is the program intended to?

Members of the Collective join force with the Mozilla Engagement team to deepen local participation in the Mozilla project and drive marketing programs reaching millions of Firefox and non-Firefox users in their country. They are the eyes and ears of Mozilla in their country, passionate about the people and the web, possess excellent writing and communications skills as well a demonstrated interest for all things marketing. They are aware of trends and habits in their local markets. Above all, their are enthusiast and are willing to roll-up their sleeves!

Objectives of the program

The objectives of the program are threefold:

  • Enable easy community participation in our marketing activities
  • Increase the reach of Mozilla's engagement initiatives
  • Be more relevant on local markets and cultures

Why become a member of the Marketing Collective?

  • Join the team and help shape Mozilla marketing in your country
  • Learn new skills, gain experience doing so
  • Reach out to an audience of millions of people
  • Fun, rewards and travels
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