Maker Party Engagement Week 5

Week 5!

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

Overall stats:

  • 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):

Partner trends
  • 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.
  • Challenges:
    • 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

Snippet Funnel:

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 (, 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:

The #MakerParty trendline for this week is back up to where it had been two weeks ago: 



See #MakerParty tweets here:

1/3 of a year

Four Months (just remembered this blog is for (H)an(n)a(h)grams, so: Fonts Humor)

I’ve been here for four months. I think the famous Mozilla firehose is finally starting to slow down. A main difference between me now and me three months ago is that now, on most days, I actually know how to do the things on my ToDo list. SuperBonus: I can usually follow what’s happening in meetings now!

Significantly, I’m starting to add things to my ToDo list that are more than just the bare minimum of program maintenance. I’m starting to understand where I might be able to innovate and add value.

About a month after I started, I inherited the job of maintaining @Mozilla social channels, and about a month after that, I inherited the job of managing the relationship with our Maker Party PR company. Together these things took up a good chunk of my time over the past two months, largely because they’re outside my area of expertise (I helped launch a social media program at my last job, but that was back when Twitter was brand spankin’ new, and things have changed tremendously since then).

While I think both of these tasks ended up providing me with a great platform for learning about the organization (I have to know what’s going on so I can tweet about it!), I am looking forward to focusing more intently on the aspects of the program manager job I feel I’ve been neglecting.

I Feel Good (I Do Elf Ego)

Some of the things I feel good about from the past few months:

  • I think the Maker Party engagement updates and analyses (some of which I’ve posted on this blog) have been helpful in sparking some good conversation at our daily “Peace Room” meetings. Also, charts make me seem smart.
  • Our Salesforce for Partners implementation is a tiny bit behind schedule, but I feel good about where we are in the process. I was glad to be able to take this partially off of others’ plates and share the burden, because no one should have to face Salesforce alone.
  • Working with Dave, Erika, Mavis, and Sabrina on the Advocacy site has been a pleasure, and I think the end product is going to be great.
  • Yesterday’s Tweetchat was pretty fun.

Can Do Better (rent taco bed)

Some things I want to work on in the months ahead:

  • I want to operationalize what it means to be a Clockmaster, and refine the suite of tools we use to manage our work. Now that we have Sprinter, I feel a lot better about Bugzilla (which, I admit, I headdesked about for the first couple months I was here). But I don’t think it fully meets our needs, so we’ll need to supplement with other tools and processes.
  • I want to help reduce the pain in our grant reporting process. Gettin’ paid shouldn’t hurt so bad.
  • I want to crack the nut of social media. I was inspired by a recent conversation with Michaela Smiley, and I believe we can do a much better job of engaging and serving our community, while also better expressing the Mozilla brand and growing the Webmaker community. Hashtag win.
  • I want to make sure Maker Party 2015 is even more full of awesome by capturing and acting upon our learnings from this year. In general, I’d like to help create a culture of reflection and continuous improvement. Not to get too existential, but isn’t this what life is about? </insight into hannah’s worldview>
  • I want to improve our systems for distributing knowledge across the organization. I’ve seen really good examples of this (Andrea’s email-fu workshop, the Fundraising workshops that happened a few months ago, Geoffrey’s trendlines workshop from this morning, and probably many more). I don’t think Encyclopedia BestPractica is working as a tool for knowledge sharing, so I’d like to come up with something that meets people where they are (rather than making them come find it).
  • I want to keep improving our cross-team collaboration. Even in my short time here, I’ve already seen great strides in this, but there’s more to do. This project brief template is one of my first direct efforts toward that, in addition to just building relationships with many of my super rad co-workers.

Finally, I just want send a big ol’ shout out to said co-workers for making my first third of a year so enjoyable.


Maker Party Engagement Week 4

We’re almost at the halfway point!

Here’s some fodder for this week’s Peace Room meetings.

tl;dr potential topics of discussion:

  • big increase in user accounts this week caused by change to snippet strategy
    • From Adam: We’re directing all snippet traffic straight to while we develop a tailored landing page experience with built in account creation.This page is really converting well for an audience as broad and cold as the snippet, and I believe we can increase this rate further with bespoke pages and optimization.

      Fun fact: this approach is generating a typical month’s worth of new webmaker users every three days.

  • what do we want from promotional partners?
  • what are we doing to engage active Mozillians?


Overall stats:

  • Contributors: 5441 (we’ve passed the halfway point!)
  • Webmaker accounts: 106.3K (really big jump this week—11.6K new accounts this week as compared to 2.6K last week) (At one point we thought that 150K Webmaker accounts would be the magic number for hitting 10K Contributors. Should we revisit that assumption?)
  • Events: 1199 (up 10% from last week; this is down from the previous week which saw a 26% jump)
  • Hosts: 450 (up 14% from last week, same as the prior week)
  • Expected attendees: 61,910 (up 13% from last week, down a little bit from last week’s 16% increase)
  • Cities: 260 (up 8% from 241 last week)
  • Traffic: here’s the last three weeks. You can see we’re maintaining the higher levels that started with last week’s increase to our snippet allotment. ​ ​


  • The Webmaker user account conversion rate also went up this week:

Screen Shot 2014-08-10 at 4.50.50 PM

  • Do we know what caused the improved conversion rate?


Engagement Strategy #1: PARTNER OUTREACH

EVENT PARTNERS: This week we started implementing our phone-based “hand holding” strategy. We’re tracking finding from partner calls on a spreadsheet and capturing learnings on an etherpad.


  • as I understand it, we need to populate the Potential Contributors column with numbers (not words) to inform the expected Contributors trend line
  • same for the Potential Accounts column
  • are we using the Potential Events column to inform a trend line on any dashboard?
  • oh, and let’s agree on a format convention for the date field, so that we can sort by date

PROMOTIONAL PARTNERS: It still looks like we’re only getting handfuls of referrals through the specific partner URLs. I’d like to clarify what exactly our goals are for promotional partners, so that we can figure out whether to focus more attention on tracking results.


Engagement Strategy #2: ACTIVE MOZILLIANS

I haven’t heard anything about engaging Reps or FSAs this week. Have we done anything on this front?


Engagement Strategy #3: OWNED MEDIA


The snippet continues to perform well in terms of driving traffic. Last week we sent the first of the drip campaign emails and saw the following results after the first two days:

  • Sent to 75,964
  • Unique opens 13187
  • Open rate 17%
  • Unique clicks 4004
  • Open to click rate 30%
  • New accounts 554
  • Email to account conversion 0.73%
  • Click to conversion 13.84%

The snippet working group met and agreed to build the following two iterations:

  • Survey without email > 2 x tailored account signup pages > ongoing journey
  • Immediate account signup page > ongoing journey


Engagement Strategy #4: EARNED MEDIA

Press this week:

We revised our strategy with Turner this week. See previous email on that topic.

Brand awareness

Here’s this week’s traffic coming from searches for “webmaker” and “maker party” (blue line) vs. the week before (orange line). There’s been a 28% increase (though the overall numbers are quite small).

Screen Shot 2014-08-10 at 5.41.34 PMSOCIAL (not one of our key strategies): #MakerParty trendline: Back down a bit this week. ​

Screen Shot 2014-08-10 at 5.45.58 PMSee #MakerParty tweets here:

Maker Party Engagement: Week 2

Two weeks in!

Let’s check in on our four engagement strategies.

First, some overall stats:

  • Events: 862 (up nearly 60% from the 541 we had last week, and more than a third of the way towards our goal of 2400)
  • Hosts: 347 (up >50% from 217 last week)
  • Expected attendees: 46,885 (up >75% from 25,930 last week)
  • Cities: 216 (goal is 450)

Note: I’ll start doing trend lines on these numbers soon, so we can see the overall shape.

Are there other things we should be tracking? For example, we have a goal of 70,000 Makes created through new user accounts, but I’m not sure if we have a way to easily get those numbers.

  • Webmaker accounts: 91,998 (I’m assuming “Users” on this dash is the number of account holders)
  • Contributors: If I understand the contributors dashboard correctly, we’re at 4,615, with 241 new this week.
  • Traffic: here’s the last three weeks. You can see we’re maintaining about the same levels as last week.


Engagement Strategy #1: PARTNER OUTREACH

  • # of confirmed event partners: 205 (5 new this week)
  • # of confirmed promotional partners: 63 (2 new this week)

We saw press releases/blog posts from these partners:

We also started engaging Net Neutrality partners by inviting them to join our global teach-ins.


Engagement Strategy #2: ACTIVE MOZILLIANS

  • Science Lab Global Sprint happened this week—I don’t yet know the total # of people who participated
  • Lots of event uploads this week from the Hive networks.


Engagement Strategy #3: OWNED MEDIA

  • Snippet: The snippet has generated nearly 350M impressions, >710K clicks, and >40,000 email sign-ups to date. We’ve nearly finalized some additional animal-themed icons to help prevent snippet fatigue, and have started drafting a two-email drip series for people who’ve provided their emails via the snippet (see the relevant bug).
  • In the first few days since the new Maker Party banner went live we saw a significant drop in Webmaker account conversions (as compared to the previous Webmaker focused banner). One likely cause is that, in addition to changing the banner itself, we also changed the target destination from Webmaker to Maker Party. We’ve rolled back the banner and target destination to the previous version, and are discussing iteration ideas here.

Analysis: We’ve learned quite a bit about which snippets perform best. The real test will be how many email sign-ups we can convert to Webmaker account holders.


Engagement Strategy #4: EARNED MEDIA

Planting seeds:

  • Mark had an interview with Press Trust of India, India’s premier news agency that has the largest press outreach in Asia.
  • Brett had an interview with The Next Web



What are the results of earned media efforts?

Here’s traffic coming from searches for “webmaker” and “maker party.” No boost here yet.


SOCIAL (not one of our key strategies):

#MakerParty trendline: You can see the spike we saw last week has tapered off.

See #MakerParty tweets here:

Some highlights:

Screen Shot 2014-07-21 at 3.11.53 PM Screen Shot 2014-07-21 at 3.12.27 PM Screen Shot 2014-07-21 at 3.12.58 PM Screen Shot 2014-07-21 at 3.13.49 PM Screen Shot 2014-07-21 at 3.14.19 PM Screen Shot 2014-07-21 at 3.15.59 PM Screen Shot 2014-07-23 at 3.35.32 PMScreen Shot 2014-07-24 at 4.06.45 PM


Maker Party Engagement: Week 1

Maker Party is here!

Last week Geoffrey sent out the Maker Party Marketing Plan and outlined the four strategies we’re using to engage the community in our annual campaign to teach the web.

Let’s see how we’re doing in each of those four areas.

First, some overall stats:

  • Events: 541 as of this writing (with more to be uploaded soon)
  • Hosts: 217 as of this writing
  • Expected attendees: 25,930 as of this writing
  • Contributors: See Adam’s post
  • Traffic: see the image below, which shows traffic to during the last month. The big spike at the end of June/early July corresponds to the launch of the snippet. You can see another smaller spike at the launch of Maker Party itself.

Screen Shot 2014-07-20 at 9.29.00 AM


Engagement Strategy #1: PARTNER OUTREACH

  • # of confirmed event partners: 200 as of this writing
  • # of confirmed promotional partners: 61 as of this writing

We can see from analytics on the RIDs that Web 2.0 Labs/Learning Revolution and National 4H are the leading partners in terms of generating traffic to Links attributed to them generated 140 and 68 sessions, respectively.

Additionally, we saw blog posts from these partners:


Engagement Strategy #2: ACTIVE MOZILLIANS

  • Appmaker trainings happened at Cantinas in MozSpaces around the world last Thursday. Waiting to hear a tally of how many Mozillians were engaged through those events.
  • You’ve probably seen the event reports on the Webmaker listserve from Reps and Mentors around the world who are throwing Maker Parties.
  • Hives are in full effect! Lots of event uploads this week from the Hive networks.

Note re: metrics—though there’s evidence of a lot of movement within this strategy, I’m not quite sure how to effectively measure it. Would love to brainstorm with others.


Engagement Strategy #3: OWNED MEDIA

  • Snippet: The snippet has generated nearly 300M impressions, ~610K clicks, and ~33,500 email sign-ups to date. We now have a solid set of baseline data for the initial click-through rate, and will shift our focus to learning as much as we can about what happens after the initial click. We are working on creating several variants of the most successful icon/copy combination to avoid snippet fatigue. Captured email addresses will be a part of an engagement email campaign moving forward.
  • The Maker Party banner went live on July 16 in EN, FR, DE, and es-ES. So far there’s been no correlative spike in traffic, but it’s too early to draw any conclusions about its effectiveness.


Engagement Strategy #4: EARNED MEDIA

Our partners at Turner4D have set up several interviews for Mark and Chris as well as Mozillians in Uganda and Kenya.







Importantly, Maker Party was included in a Dear Colleague Letter to 435 members of the U.S. Congress this week.

What are the results of earned media efforts?

None of the press we’ve received so far can be directly correlated with a bump in traffic. Because press, when combined with social media and word of mouth, can increase general brand awareness of Mozilla and Maker Parties, one of the data points we are tracking is traffic coming from searches for brand terms like “webmaker” and “maker party.” The graph below shows a spike in that kind of searching the day before the launch, followed by a return to more average levels.

Screen Shot 2014-07-20 at 10.13.35 AM

We do not consider social media to be a key part of our strategy to draw in contributors, but it is a valuable supplement to our other efforts, as it allows us to amplify and respond to the community voice.

You can see a big spike in mentions on this #MakerParty trendline: trendline

See #MakerParty tweets here:

Some highlights:

tweet1 tweet2 tweet3 tweet4 tweet5 tweet6 tweet7That’s all for this week. Stay tuned. The analysis will get deeper as we collect more data.

Heartbeat: Engagement Style?

On a recent Webmaker call, I learned about the proposal to have the Webmaker teams start operating on a regular schedule, which has been dubbed “heartbeat.” Each heartbeat lasts two weeks, and includes planning, retrospection, heads down working, a mid-point check in, and demos.

I dig this. I was a Scrum Master in my former life, and the heartbeat idea echoes Scrum, which I know to be a super effective tool for creating rhythm on a team.

In addition to the benefits/goals cited in the presentation, I would add that rhythm is also good for:

  • syncing between teams
  • increasing accountability and trust within a team
  • ensuring continuous improvement
  • increasing velocity/productivity
  • improving morale

Here are some thoughts on how we might implement a heartbeat within the context of the Engagement team:

  • Identify the right heartbeat duration. Does two weeks make sense for the highly responsive and externally-focused work we do?
  • Incorporate planning into our team meeting. This might just mean making sure the answers to the question “what will get done this week?” are in bugzilla and/or on the workbench. I’ve found that planning works best when teams are operating from a shared, continually updated backlog of items. If you have this, “planning” can be very low effort: it’s simply pulling a set of items from the top of the backlog and labeling them with the upcoming heartbeat.
  • Add demos to our routine. This could be part of the weekly team meeting, or perhaps could be done in an ad-hoc way. Creating the expectation that each part of the team will demo something during each heartbeat would lend even more intentionality to the planning.
  • Incorporate retrospecting behaviors. This might mean a 10-minute debrief at the end of every heartbeat, either for the whole team, or perhaps divided into the different functional areas. It might mean building a virtual suggestion box for people to share ideas about how to improve our process, or cultivating a weekly “One thing I will do differently this week is…” habit. There are lots of ways to build a culture of action-oriented retrospection!

Curious to know what others think about adopting the heartbeat model for the Engagement team.

Thoughts on the role of the Engagement Team within the Foundation

Adopting a Service Mindset {Anagram: Tom’s decade revising a pint}

At my last job I played a project manager-like role for the in-house web development team of a nonprofit organization. The web development team was really more of a software company in that they were creating feature-rich, highly interactive products for a variety of end user clients; those products just happened to be on the web. Our work was served by other teams: the customer support team, the marketing team, the operations team, and more.

It has been interesting to move from the world of product development to a functional area where much of what we do is provide support and services to program teams.

The support and services that the Engagement Team provides run the gamut from fundraising and partnership strategy, to grants pipeline management, to external communications and campaign strategy, to production services (read: the graphic design, web development, and copywriting services of Studio MoFo).

I realize that the Engagement Team might not be seen (by its own members or by others) in this way—as a team that supports other teams. After all, we lead our own initiatives and we tell a meta-story of the Foundation that is more than the sum-total of the individual programs. But it has been a helpful framing device for me as I learn the terrain here, and I don’t think it would be a bad thing to be seen this way. I think it would be a very, very good thing.

I’m learning about some of the challenges that are unique to providing support for program teams.

  1. In some cases, the main challenge might be simple visibility—making sure that people know your services are available to them. I’m of the belief that no amount of well-crafted wiki pages or etherpads will provide that visibility unless those things are placed in front of people at the moment they need them. Who remembers to look at wiki pages and etherpads that aren’t already a part of their regular workflow? (Okay, probably some people do, but not everyone, and besides, it’s a maintenance nightmare and it becomes less effective over time as staff members come and go.)
  2. Another challenge is helping people understand how your services can fulfill one of their perceived needs. There are two parts to that thought—first, they have to believe they have a need, and second, they have to believe your service will fill it. For some services, this is a no-brainer. “I can help you fund your project”—the need is clear, as is the connection to the service. Done and done. With other services (for example, external communications), the need may not be top of mind for program staff who are heads down and in the weeds of their program work.
  3. Another challenge is scaling. How do we support all of the great work that’s going on? I’ve heard members of the engagement team talk about their desire to provide training to other staff and community members. This kind of expertise sharing would increase capacity across the board. Total win.

Servant Leadership {Anagram: Parental dervishes}

Here are some principles I’d like to adhere to as we figure out how to best support the work of our fellow MoFos, while at the same time leading the way in the areas where we have expert-level knowledge:

  • Meet people where they are. In some cases, we can expect people to come to us with support requests, but in general, we should be meeting people where they are. We should attend their meetings and check in on their project plans in order to identify the areas where we can apply the knowledge and experience for which we were hired.
  • Become experts at surfacing obstacles to people’s work. I could write an entire blog series about the challenge of surfacing obstacles. (Note to self: write an entire blog series about the challenge of surfacing obstacles). We are only helpful if we are solving real problems for people, so we have to know what the real problems are.
  • Tell our own story. We know the value of what we do; we need to figure out how to share that with others. And really, we should be showing, not sharing.

Curious to know what others think.