MozCampEU2012/Tigerteam

Session Title: Tiger Team: Help build marketing campaigns to attract new Firefox Desktop users in your country

Facilitator(s): Chelsea Novak & Jessilyn Davis & Gen Kenai

Are you paid or volunteer staff?: Paid

Area of Contribution (Team Name): User Engagement/Tiger Team

How are you currently involved with the community?: Chelsea is the Steward for Marketing and manages the Firefox Affiliates program. Jessilyn is the Steward for User Engagement and coordinates newsletter localization for Firefox & You. Gen covers Asia for the Contributor Engagement.

Location of Work (where do you reside?): Chelsea in Toronto, Jessilyn in Mountain View, Gen in Tokyo

Talk Length (please choose between 30, 60, 90, 120 minutes): 60 minutes

Summary: A community brainstorm for Tiger Team ideas. Tiger team is an engagement sub-team working on achieving our desktop growth goals for 2012. These are programs and projects that can have large impact and are quick and simple to get into market asap. Tiger team ideas should be the kind of campaign that can be pushed into market in about two weeks and have a impact on the acquisition of new Firefox users.

This will be an exciting brainstorming session where we come up with these ideas for target acquisition geographies like Spain, Italy and Russia, as well as ideas for the rest of Europe. After the session, we will evaluate the ideas, develop and validate metrics then follow up with participants to begin campaign implementation when and if appropriate.

Required campaign components:

• Idea title
• Summary
• Strategy
• Reach
• Installs
• Downside

How your session furthers the MozCamp Goals (https://wiki.mozilla.org/MozCampEU2012/Tracks): After a quick primer on Tiger Team and our marketing goals, we'll be working with the EU community to come up with campaigns for their market. We will be helping to refine marketing skills, while leveraging their unique knowledge of their culture. We see this as a primary step to keep interested and engaged staff and community in the loop for ongoing marketing conversations and campaigns, as well as find additional community talent for the Marketing Collective.

Expected Outcome or Deliverable: Local campaigns that will help us achieve growth of ADIs in Europe. Engage and excite members of our community marketing group.

Desired Audience Type or Skill-set: Community members from Spain, Italy and Russia in particular, community members from other locales are welcome too! Participants should be interested in marketing and come prepared to think big.

Equipment Needs (Video projector already included): Large white boards or paper, coloured sticky notes, pens

Presentation download: https://people.mozilla.com/~gen/presentations/mozcampeu2012/MozCampEU2012_TigerTeam.pdf

Etherpad notes: https://etherpad.mozilla.org/TigerTeamMozCampEU2012

To Be Completed by the Audience-

(If you would like) Submit a Question for the Speaker(s) or indicate what information you hope to gain by attending this talk here:

Place your name here if you would like to attend this talk:

• Oskar Ivanić
• Matej Novak
• Berni Melero