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Firefox 3.5 Metrics

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Sarah Friedlander Garcia
Sarah Friedlander Garcia

The document summarizes Firefox 3.5 community marketing efforts. Key points: - Community marketing leaders and contributors grew substantially prior to the 3.5 launch. Grassroots campaigns like "Shiretoko Shock" engaged thousands. - Videos were a major focus, with the "Fastest Firefox" series receiving over 1 million views. Community-created videos helped spread awareness. - Social media presence expanded significantly, with over 500,000 Facebook fans and increased Twitter followers. Posts engaged the community. - Over 400 parties were held worldwide to celebrate the launch, showing broad geographic representation of the Firefox community.

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Firefox 3.5: Inside community marketing
Overall Goals • Develop community marketing leaders • Create more meaningful ways for community to contribute • Create hands on marketing learning opportunities • Increase our reach
Growing our community for the Launch • 130+ members on FxLaunchTeam • 300 new Reps leading up to Launch • 17,000 new users on Spread Firefox • New faces: Bangladesh, Indonesia, Sri Lanka, Zimbabwe, Macedonia & more 2008: 15 active community marketeers
Rapid SFx Growth in June, July +!!" *!!" )!!" (!!" '!!" &!!" %!!" $!!" #!!" !" #,#,!+" $,#,!+" %,#,!+" &,#,!+" ',#,!+" (,#,!+" ),#,!+" *,#,!+"
Empowering our community • Introduced bi-weekly community calls • Revived marketing mailing list • Workshop video series provided knowledge and skills to community • Videos led to real results: • Shiretoko Shock • Vineel Reddy’s 3.5 video • MozCamp Mumbai
Launch Highlights • Heavily leveraged social media • pwn’d twitter • More in-depth contribution from community marketing team • Greater geographic representation
By the numbers...
Grassroots campaign: Shiretoko Shock • Campaign idea by a Campus Rep • Created a viral way to participate in release day • Helped “Firefox” and “#fx35” make trending topics
Grassroots campaign: Shiretoko Shock • Initial outreach to 600 = 24,000 visitors • 40 x viral • Referrals from Facebook and Twitter were equal • Win for Twitter (community) since Facebook (community) has 500k fans
Affiliates • Very strong growth • 22,000 new affiliates in past 4 months (350% growth) • 35% increase in downloads since April (45k / day) • Upgrade the Web is gaining traction (8%)
Videos
Fastest Firefox • 1,000,000+ page views • ~850,000 for en-US, ~170,000 for locales • 240+ community-created videos • Similar community campaign - Operation Firefox • ~1,090,000 page views in the first month • 3,200 submissions - lower time requirement
Video Channels YouTube DailyMotion • 600+ subscribers • Video views: • 4,000+ channel views (firefoxchannel & mozillatv) • Fastest Firefox - 45,000+ • Video views: • Firefox 3.5 - 173,410+ • Fastest Firefox - 45,000+
Takeaways • We have a ways to go to catch up to competitors like Chrome, but we have a good start for a new channel • Important to have all of our videos on YouTube & DailyMotion, since these channels pick up significant traffic • DailyMotion’s importance • Fastest Firefox videos received more views here than on YouTube • Suggestion - video annotations!
Also of note... mozilla.com videos • 20% open rate of the “Thank You” video on the first run page • 171,000 views of “What’s New in 3.5” video pages in first 2 1/2 weeks • 10,700 views of “Why We’re Excited” page in first 10 days • 153,000 views of the video page in first 10 days
Takeaways • Videos on our first run page are effective • High interest in “First run page” • Look for more ways to engage users in this page - add-ons, social media
Social Media
Facebook • Fan page • Total fans - 507,500+ (~147,000 increase since April) - #7 in Technology Product/Service • Hard to compare to competition - not everyone is actively promoting on Facebook • Launch-related posts • 27,765+ total “Likes” - high engagement from the community • Click-throughs to Mozilla sites • 5,500+ from fan page/custom tab
Page Promotions • “First Run” & “What’s New” + social media • 50,900+ clicks to Facebook fan page [Keko] • 28,400+ clicks to Twitter page [Keko] • Twitter @Firefox page • Total followers - 35,259 (Increase of ~20,000 since April) • Trailing other competitors in this area
Takeaways • Involve the Facebook community! Pleased with the growth over time in community participation in social media • Post frequency ~1/week - solid level • Include “engaging” posts where community members can get involved quickly and easily • News feed • Think about post time - are all communities awake?
Events • 409+ total swag pack requests • ~100 parties through July, ~45 still to come through September • Campus Reps account for ~37% of swag pack requests
2008 vs. 2009
PR • PR alias: 14 community alias members (3 prior to launch) • Community coverage submissions (since 3.5 launch) • Tweets: 57 • Blogs: 42 • Online news articles: 42
Bringing Firefox 3.5 to life!
MozCamp Mumbai Aamod Nerurkar, co-organizer, presents on 1 week, 50 people! marketing Mozilla Collaboration with FuzzyFox Video: http://pad.ma/Vsmpvstz/info
Vineel’s Video!
A Social Media Sampling...
Parties! 28
Quezon City, Philippines • Coordinator: Daren Paul Antonio • Location: Quezon City, Philippines • Additional Comments: Party happened on 7/17. Had a small open forum comparing the Firefox experience with other browsers. 29
Milan, Italy • Coordinator: Guiliano Masseroni • Location: Milan, Italy • Links: Milan Firefox 3.5 Flickr Photo Set • Additional Comments: Party held in Milan on 7/11. Around 150 people came to the party and it was extremely successful. 30
Hyderabad, India • Coordinator: Veera Venkata Chowdary Veerapaneni • Location: Hyderabad, India • Links: Picassa Firefox 3.5 Party Hyderabad Photos/, Spreadfirefox Planning Page • Additional Comments: Over 22 people attended. 31
Hyderabad, India • Coordinator: Vineel Reddy • Location: Hyderabad, India • Links (7/11): Kbstar's Picassa Photo Gallery, Dattadeva's Picassa Photo Gallery, SpreadFirefox Event Details, Hindu National Newspaper, Vidyouth Weekly magazine • Links (7/19): SpreadFirefox Event Details, Vineell's Picassa Photo Gallery • Additional Comments: 3.5 mega launch was celebrated on 7/11 and one more on 7/19. 32
Budapest, Hungary • Coordinator: Kálmán “KAMI” Szalai • Location: Budapest, Hungary • Links: Firefox 3.5 Release Party in Budapest, Hungary Blog Post • Additional Comments: 33
So what? • Relatively low upfront investment • Deeper engagement & contribution - felt more meaningful • Low entry barrier with social media • More self-initiated activities • Consider orchestrated campaign for bigger bang next year
Feedback?
So what?

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Firefox 3.5 Metrics

  • 2. Overall Goals • Develop community marketing leaders • Create more meaningful ways for community to contribute • Create hands on marketing learning opportunities • Increase our reach
  • 3. Growing our community for the Launch • 130+ members on FxLaunchTeam • 300 new Reps leading up to Launch • 17,000 new users on Spread Firefox • New faces: Bangladesh, Indonesia, Sri Lanka, Zimbabwe, Macedonia & more 2008: 15 active community marketeers
  • 4. Rapid SFx Growth in June, July +!!" *!!" )!!" (!!" '!!" &!!" %!!" $!!" #!!" !" #,#,!+" $,#,!+" %,#,!+" &,#,!+" ',#,!+" (,#,!+" ),#,!+" *,#,!+"
  • 5. Empowering our community • Introduced bi-weekly community calls • Revived marketing mailing list • Workshop video series provided knowledge and skills to community • Videos led to real results: • Shiretoko Shock • Vineel Reddy’s 3.5 video • MozCamp Mumbai
  • 6. Launch Highlights • Heavily leveraged social media • pwn’d twitter • More in-depth contribution from community marketing team • Greater geographic representation
  • 8. Grassroots campaign: Shiretoko Shock • Campaign idea by a Campus Rep • Created a viral way to participate in release day • Helped “Firefox” and “#fx35” make trending topics
  • 9. Grassroots campaign: Shiretoko Shock • Initial outreach to 600 = 24,000 visitors • 40 x viral • Referrals from Facebook and Twitter were equal • Win for Twitter (community) since Facebook (community) has 500k fans
  • 10. Affiliates • Very strong growth • 22,000 new affiliates in past 4 months (350% growth) • 35% increase in downloads since April (45k / day) • Upgrade the Web is gaining traction (8%)
  • 12. Fastest Firefox • 1,000,000+ page views • ~850,000 for en-US, ~170,000 for locales • 240+ community-created videos • Similar community campaign - Operation Firefox • ~1,090,000 page views in the first month • 3,200 submissions - lower time requirement
  • 13. Video Channels YouTube DailyMotion • 600+ subscribers • Video views: • 4,000+ channel views (firefoxchannel & mozillatv) • Fastest Firefox - 45,000+ • Video views: • Firefox 3.5 - 173,410+ • Fastest Firefox - 45,000+
  • 14. Takeaways • We have a ways to go to catch up to competitors like Chrome, but we have a good start for a new channel • Important to have all of our videos on YouTube & DailyMotion, since these channels pick up significant traffic • DailyMotion’s importance • Fastest Firefox videos received more views here than on YouTube • Suggestion - video annotations!
  • 15. Also of note... mozilla.com videos • 20% open rate of the “Thank You” video on the first run page • 171,000 views of “What’s New in 3.5” video pages in first 2 1/2 weeks • 10,700 views of “Why We’re Excited” page in first 10 days • 153,000 views of the video page in first 10 days
  • 16. Takeaways • Videos on our first run page are effective • High interest in “First run page” • Look for more ways to engage users in this page - add-ons, social media
  • 18. Facebook • Fan page • Total fans - 507,500+ (~147,000 increase since April) - #7 in Technology Product/Service • Hard to compare to competition - not everyone is actively promoting on Facebook • Launch-related posts • 27,765+ total “Likes” - high engagement from the community • Click-throughs to Mozilla sites • 5,500+ from fan page/custom tab
  • 19. Page Promotions • “First Run” & “What’s New” + social media • 50,900+ clicks to Facebook fan page [Keko] • 28,400+ clicks to Twitter page [Keko] • Twitter @Firefox page • Total followers - 35,259 (Increase of ~20,000 since April) • Trailing other competitors in this area
  • 20. Takeaways • Involve the Facebook community! Pleased with the growth over time in community participation in social media • Post frequency ~1/week - solid level • Include “engaging” posts where community members can get involved quickly and easily • News feed • Think about post time - are all communities awake?
  • 21. Events • 409+ total swag pack requests • ~100 parties through July, ~45 still to come through September • Campus Reps account for ~37% of swag pack requests
  • 23. PR • PR alias: 14 community alias members (3 prior to launch) • Community coverage submissions (since 3.5 launch) • Tweets: 57 • Blogs: 42 • Online news articles: 42
  • 25. MozCamp Mumbai Aamod Nerurkar, co-organizer, presents on 1 week, 50 people! marketing Mozilla Collaboration with FuzzyFox Video: http://pad.ma/Vsmpvstz/info
  • 27. A Social Media Sampling...
  • 29. Quezon City, Philippines • Coordinator: Daren Paul Antonio • Location: Quezon City, Philippines • Additional Comments: Party happened on 7/17. Had a small open forum comparing the Firefox experience with other browsers. 29
  • 30. Milan, Italy • Coordinator: Guiliano Masseroni • Location: Milan, Italy • Links: Milan Firefox 3.5 Flickr Photo Set • Additional Comments: Party held in Milan on 7/11. Around 150 people came to the party and it was extremely successful. 30
  • 31. Hyderabad, India • Coordinator: Veera Venkata Chowdary Veerapaneni • Location: Hyderabad, India • Links: Picassa Firefox 3.5 Party Hyderabad Photos/, Spreadfirefox Planning Page • Additional Comments: Over 22 people attended. 31
  • 32. Hyderabad, India • Coordinator: Vineel Reddy • Location: Hyderabad, India • Links (7/11): Kbstar's Picassa Photo Gallery, Dattadeva's Picassa Photo Gallery, SpreadFirefox Event Details, Hindu National Newspaper, Vidyouth Weekly magazine • Links (7/19): SpreadFirefox Event Details, Vineell's Picassa Photo Gallery • Additional Comments: 3.5 mega launch was celebrated on 7/11 and one more on 7/19. 32
  • 33. Budapest, Hungary • Coordinator: Kálmán “KAMI” Szalai • Location: Budapest, Hungary • Links: Firefox 3.5 Release Party in Budapest, Hungary Blog Post • Additional Comments: 33
  • 34. So what? • Relatively low upfront investment • Deeper engagement & contribution - felt more meaningful • Low entry barrier with social media • More self-initiated activities • Consider orchestrated campaign for bigger bang next year