tl;dr highlights of the week:
- Though we saw significant jumps in Wm accounts and events, our Contributor numbers did not increase accordingly
- We’re identifying many opportunities from the partner calls
- Hack the Snippet is coming soon, along with the next iteration of the snippet funnel
- The TweetChat created a temporary increase in Twitter engagement, but took attention away from press
- Contributors: 5552 (2% increase from last week’s 5441)
- Webmaker accounts: 124K (17% increase from last week’s 106.3K)
- Events: 1799 (crazy 50% jump from last week’s 1199)
- Hosts: 493 (10% increase from last week’s 450)
- Expected attendees: 76,200 (23% increase from 61,910)
- Cities: 362 (40% increase from 260 – what caused this jump?)
- Traffic: here’s the last three weeks. We continue to see the major boost from the snippet.
- And the Webmaker user account conversion rate increased a bit further:
Engagement Strategy #1: PARTNER OUTREACH
We are learning a lot from the partner calls. Here are some of the most salient takeaways (borrowing from Amira and Melissa’s notes during Friday’s call):
- Partners see value in badging their event mentors, speakers and volunteers as a form of appreciation. But there is a potential for those who receive the badges to have no idea who is badging them or what it means (lack of connection to MP). Opportunity: We need to better explain to people why they’ve received a badge and why they might want to create a Webmaker account.
- Partners are doing things but we just haven’t captured them. Opportunity: We need to offer real value to users in order to increase the amount of sharing/broadcasting/badging that happens through the site.
- Some people need way more training — Opportunity: this is where the event wizard might play a role; there also might be an opportunity to run TTT within certain orgs and spaces.
- We need to clarify our value statement for partners. It may not be in adding numbers to their events or traction to their programs/site, or getting press for non-Hive partners. Instead it may be in providing resources and curriculum. We can better segment partners into affinity groups (e.g. afterschool programs) and provide content, trainings, resources, CTAs specifically for them. We can also localize those offerings to reduce hand-holding.
- People don’t understand how broad our definition of Maker Party is: everyday events, small events, stands/booths/tables within other events — have to push them to realize that and include all of these on the events platform (note from HK: I would argue we have to offer them a reason to)
- Opportunity: There’s the summer wave and back to school waves. We need to have strategies and actions towards both.
- Age and time continue to be a blocker for new Wm accounts.
- Mass emails to order swag, upload events, share information just didn’t work. They need 1-to-1.
- We lost interest by a lot of people along the way. There’s a good 20-30% we will not be able to bring back in.
- Parties sound like fun kid-like things (making toys etc.)
- Getting the Maker Party logo/brand included in event promotion in a meaningful way is not happening, and the meaning behind the brand seems to cause confusion in some cases.
PROMOTIONAL PARTNERS: We continue to see only a tiny amount of referrals from promotional partner urls with RIDs.
Engagement Strategy #2: ACTIVE MOZILLIANS
Haven’t heard anything this week, but Amira and I are meeting with the FSA Community Manager on Monday of this week.
Engagement Strategy #3: OWNED MEDIA
The snippet funnel continues to perform well in terms of driving traffic. We’re aiming to beat a baseline 1.8% conversion rate.
We were a bit blocked by technical issues this week and weren’t able to release the new tailored account signup pages, but we continue to work on that.
The “hack the snippet” test was delayed, but will be live soon. We have a comms strategy around it (for after it’s been tested).
Engagement Strategy #4: EARNED MEDIA
Press this week:
Aside from a cross-post of last week’s Washington Post Magazine story (http://www.tampabay.com/news/business/workinglife/want-a-tech-job-what-to-study-in-a-fast-moving-field/2193050), we didn’t see press this week. We were focused on our Net Neutrality tweetchat instead.
SOCIAL (not one of our key strategies):
As expected, the Tweetchat temporarily increased our Twitter engagement for a two-day period—we saw double the usual amount of favorites, retweets, and replies. You can view the Storify here: https://storify.com/mozilla/net-neutrality-tweet-chat-from-mozilla-s-teaminter
The #MakerParty trendline for this week is back up to where it had been two weeks ago:
See #MakerParty tweets here: https://twitter.com/search?q=%23makerparty