Hannah Kane: Maker Party Engagement: Weeks 6 and 7

Среда, 03 Сентября 2014 г. 01:10 + в цитатник

Weeks 6 and 7!

tl;dr highlights:

~60K new Webmaker account holders coming from the snippet (including the wildly successful hackable snippet) and the new landing pages (see Adam’s recent post on the month-long process of refining that entire funnel)
new user experience for partners and others is in the works
starting to see some results from paid media

Overall stats:

Contributors: 5996 (up from 5552 two weeks ago)
Webmaker accounts: 174.4 (up from 124K two weeks ago)
Events: 2238 (up from 1799 two weeks ago)
Hosts: 605 (up from 493 two weeks ago)
Expected attendees: 108,500 (up from 76,200 two weeks ago)
Cities: 403 (up from 362 two weeks ago)

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Engagement Strategy #1: PARTNER OUTREACH

Over the past couple weeks, we started focusing on a new experience for partners—this will allow us to walk a potential partner through the process of creating an event on the platform using a “choose your own adventure” style wizard with three event types. (The etherpad where the experience is being sketched out is here.)

Though we started this work with partners in mind, we’ve realized it can potentially be used by other Webmaker users (see Earned Media section below.)

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Engagement Strategy #2: ACTIVE MOZILLIANS

Helping the FSA community managers track FSA involvement in Maker Party is in the works: https://bugzilla.mozilla.org/show_bug.cgi?id=1061753

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Engagement Strategy #3: OWNED MEDIA

Snippet Funnel:

Adam has a fantastic post summarizing learnings from our snippet funnel work so far. His main takeaway regarding process:

Prioritize time and permission for testing, with a clear shared objective, and get just enough people together who can make the work happen.

Adam and Andrea already reported on the success of the hackable snippet, which increased our end-to-end conversion rate significantly. The hackable snippet will be replaced soon (due to the typical “snippet fatigue” that we always see), but we are now motivated to try similar experiments in the future.

Here are some highlights from the Twitterverse:

The new user experience for partners described in the Partners section above may be re-purposed as the end of this funnel. In the meantime, we released a temporary page that we hope will funnel people towards an immediate contribution. The page asks people to pledge to teach someone about the web. In the first three days, nearly 3,000 people made the pledge.

Suggestion: let’s be sure to begin this work earlier in the 2015 Maker Party campaign, so that we can best take advantage of the snippet traffic during the campaign.

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Engagement Strategy #4: EARNED MEDIA

Press:

The hackable snippet got a mention from Cory Doctorow: http://boingboing.net/2014/08/27/firefoxs-new-start-page-is-a.html

The Buenos Aires Media Party got quite a bit of press. Here’s some of what we know about:

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PAID MEDIA (we’ve never considered this a major strategy for Maker Party)

Several weeks ago, Adam made some changes to our Google AdWords campaign that seem to have had a bit of an impact on results. After weeks of seeing miniscule click-through rates, we finally saw some movement when we shifted the ad target to the United Kingdom and India. A generic ad promoting Webmaker (not Maker Party) has generated 4,679 click-throughs and and 92 new accounts so far.

This is still a minor channel for us, but it’s good to know that we can generate some interest with our AdWords grant.