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Hannah Kane: Maker Party Engagement Week 5

zo, 17/08/2014 - 17:37

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:

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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.

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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.

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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).

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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


Categorieën: Mozilla-nl planet

Nigel Babu: OKFestival Fringe Events

zo, 17/08/2014 - 17:00

The writeup of the OKFestival is very incomplete, because I haven’t mentioned the fringe events! I attended two fringe events and they both were very good.

First, I attended CKANCon right before OKFestival. It was informal and co-located with CSVConf. My best takeaway has been talking to people from the wider community around CKAN. I often feel blind-sided because we don’t have a good view of CKAN. I want to know how a user of a portal built on CKAN feels about the UX. After all, the actual users of open data portals are citizens who get data that they can do awesome things with. I had a good conversation with folks from DKAN about their work and I’ve been thinking about how we can make that better.

I finally met Max! (And I was disappointed he didn’t have a meatspace sticker :P

The other event I attended was Write the Docs. Ali and Florian came to Berlin to attend the event. It was total surprise running into them at the Mozilla Berlin office. The discussions at the event were spectacular. The talks by by Paul Adams and Jessica Rose were great and a huge learning experience. I missed parts of oncletom’s talk, but the bit I did catch sounded very different to my normal view of documentation.

We had a few discussions around localization and QA of docs which were pretty eye opening. At one of the sessions, Paul, Ali, Fabian and I discussed rules of documentation, which turned out pretty good! It was an exercise in patience narrowing them down!

I was nearly exhausted and unable to think clearly by the time Write the Docs started, but managed to face through it! Huge thanks to (among others ) Mikey and Kristof for organizing the event!

Categorieën: Mozilla-nl planet

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