We’re super excited to see the Impact Mozilla voting now underway. Given that it might be a little daunting reading through all the complete plans in a short amount of time, we’d like to aid the judging effort by showcasing all ten finalists over a series of posts. The impactmozilla.com/vote page can appear a bit crowded, so the goal here is to briefly summarize each plan in a more in-depth way.
In Part I of the series, we’ll look at two plans: “Fox for All” and “Surf on Your Own Turf” (plans will be showcased in random order over coming days).
Fox for All
“Fox for All” lays out a marketing strategy based on add-ons. The two pillars of this plan are to improve the range and accessibility of add-ons and to devise a campaign popularizing the new approaches. The team first conducted an online survey of approx. 1,000 internet users to gauge usage of Firefox and Firefox add-ons. They then propose the creation of an online communication platform for add-on developers that would enable the creation of a “Packs” classification system. Keeping in mind the interests of certain user segments (e.g., internet beginners, kids, senior citizens), this effort would group particular add-ons together, answering the add-on procurement problem and providing users with an optimal add-ons “Pack” via a single download click.
Furthering the adoption of add-ons among internet beginners, the team proposes an “Add-on Suggest” tool, which suggests several add-ons per day to the user with the browser (example image above). Lastly, the plan details a “KiDevelopers” marketing contest aimed at high school kids.
Surf on Your Own Turf
“Surf on Your Own Turf” summarizes their plan with three recommended strategies/campaigns:
- Help users customize their Firefox browser in the installation process. Installation Step 1 = select a browser theme, Step 2 = select favorite websites, Step 3 = select add-ons, Result = a personalized browser.
- Create viral marketing campaigns that showcase the diversity of Firefox users on Firefox’s firstrun (install) page. This includes a user-generated viral video showcasing the diversity of the Firefox family and the ubiquity of Firefox.
- Secure loyal users among university students by sponsoring browser customization contests. More specifically, it would entail a national contest inviting different schools to design their own school-branded Firefox Persona (themes/skins) and the contest winner would be determined by the Persona with the greatest number of users.