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 Webmaker.org 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.
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 Webmaker.org. 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.
- Mozilla.org: 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.
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:
See #MakerParty tweets here: https://twitter.com/search?q=%23makerparty&src=typd
That’s all for this week. Stay tuned. The analysis will get deeper as we collect more data.