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.

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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.

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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.

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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).
  • Mozilla.org: 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.

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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

TV/Video:

English:

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: https://twitter.com/search?q=%23makerparty&src=typd

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

 

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