33
edits
Changes
→End-user
* Awesomebar privacy options and view options
* Windows XP + Vista updates
* Performance: fastest JavaScript performance to date (via TraceMonkey)
Adding consumer/end-user Firefox 3.1 Launch objectives, strategies & tactics (11/11)
1. Objectives:
* Drive consumer awareness, trial and adoption of Firefox 3.1
* Position latest as superior alternative and promote browser choice
* Opportunity to promote mozilla mission vs. pure feature differentiation
2. Strategies:
* Leverage tech press and bloggers to raise awareness among core user base;
* Target new audience segment via acquisition campaign;
* Roll-out new site enhancements to drive conversion and engagement;
* Identify a key partner for consumer-facing co-marketing activity;
3. Tactics:
* Proactive PR outreach to targeted top-tier journalists /bloggers;
* Refresh SEM and online banner campaign [key message may be performance];
* Refresh online site content/elements on mozilla.com (primary download channel) and localize content into 45+ locales (tbd)
* Launch “Thank You” campaign to showcase community participation (tbd)
* Community outreach via core channels (SFx, Affiliates, Reps) and social media (Twitter, FB, Digg, Mozilla blogs)
Mozilla.com pages to be updated / refreshed include:
* Home page promo: http://www.mozilla.com/en-US/
* Main download page: www.mozilla.com/firefox
* What’s new page: http://www.mozilla.com/en-US/firefox/3.0.3/whatsnew
* Features page: http://www.mozilla.com/en-US/firefox/features/
* Tips & Tricks: http://www.mozilla.com/en-US/firefox/tips/
* First Run page: http://en-us.www.mozilla.com/en-US/firefox/3.0.3/firstrun/
* Download instructions: http://www.mozilla.com/en-US/products/download.html?product=firefox-3.0.3&os=osx&lang=en-US
* Press = Reviewer’s Guide: http://www.mozilla.com/en-US/press/kit.html
* Start Page snippet + online channel updates (“get it now”), SFx, Twitter, Facebook, etc
* New – video examples, updated “how-to” tutorials + feature screencasts
* Support plan > update the knowledge base, etc
=== Developers ===
