July 2016: Where are we at?
We are well into the roll-out of our new strategy. Current status:
- Aligned on issue agenda. Developing State of the Web report.
- Leadership and Advocacy starting to look like what we wrote in plan. Advocacy ‘in market’ with new kind of campaigns we envisioned.
- Bulk of change management done. Staff and volunteers left London understanding strategy and their role. We have momentum.
Also, collaboration w/ MoCo continues to deepen, especially with marketing and policy teams. (Also, interestingly, connected devices.)
As we move into H2 2016, top level priorities across MoFo are:
- Develop and release MVP State of the Web report.
- Launch global copyright campaign, with policy focus in Europe.
- Soft launch and test Mozilla Leadership Network membership and shared programs.
- Invest in director-level leaders to further accelerate strategy roll out.
We are already seeing impact from the new strategy. H2 will grow this and get us to being more systematic / faster.
Leadership Network Update
Vision: Mozilla will act as a magnet, training ground and recharge station for a diverse network of leaders working to build and protect the Internet as a public resource.
Status: existing ‘hubs’ like Science operational and adapting to shared model; new hubs like Internet of Things plus network-wide offerings getting off ground.
Next: first cut at identity, branding and membership in H2 2016, soft launch the Mozilla Leadership network concept.
Brand + identity
- Packaging and brand is top H2 priority. Work with MoCo brand team.
- Includes packaging and soft launch of network offerings (e.g., training, curriculum, events).
- Maker Party and MozFest are tent poles for this work in 2016.
Membership + recognition
- First cut membership framework designed.
- Will test in H2 by sending recognition letters and invite to join to existing contacts.
- Will also take first steps towards exec layer by testing programs.
Leadership Network Dashboard
|Main KPIs||Update||2016 Target||H1 Progress|
|Network Strength||Survey told us strong connections w/in hubs but not between hubs.||Turn survey data into target in Q3||Initial data from survey now in; Network Strength = 59,443|
|Citations||Not able to track, developing shared method w/ marketing team.||Coming 01/17||Started work w/ MoCo marketing; 50 press mentions|
|Mozilla Contributors||Participation team has new metrics portal, Q3 priority to get right data.||Coming 09/16||Participation team developing approach here.|
|Grant Revenue||Secured $135k in new grants,
$3M submitted in pipeline.
|$8.1M (booked)||$2.6M (booked as of May 31)|
Advocacy team update
Vision: as part of a broad global movement, Mozilla will cultivate a global force of tens of millions of people to take action to protect the open web.
Status: encryption campaign demonstrates a new way of working on advocacy, combining public education, press and online organizing.
Next: second phase of encryption campaign plus new campaign around copyright, includes significant field organizing component via Maker Party.
Encryption campaign (H1)
- Goal: test integrated advocacy engine via encryption campaign.
- Result: 1B overall impressions; 3.8M video views; 52K shares; 194K new advocates
- Internally: developed team skilled in campaign strategy, media production and email marketing. Can now build on that.
- Successful campaign, but wrong goal.
- Goal was: “Increase the amount of membership who understand encryption.” Data = our list already knowledgeable.
- Should have been: “Help our advocates explain encryption to others.”
- Using this goal for encryption campaign part two.
More encryption: codemoji
- Part two of encryption campaign (H2) is centred around Codemoji.
- Campaign goal: give advocates engaging way to explain encryption to friends; plus keep Mozilla in encryption news cycle (86 press hits / 15 countries as of July 1).
- Also, just launched localized versions of original video campaign in German and Spanish.
Copyright and Maker Party (H2)
- H2 will also focus on copyright: open innovation theme re: ‘regulating imagination.’
- Core campaign is in Europe, tied into policy team work on new EU copyright laws.
- Also, general global awareness on creativity and copyright via rebooted Maker Party.
- Joint campaign w/ marketing, policy, participation and leadership network.
|KPIs||Baseline||2016 Target||H1 Progress|
|Active Advocates||86k peak during EOY
25 – 55k during major campaigns
(1% of list)
|Encryption campaign target = 50k; result = 35k
(now reviewing how we set this KPI)
|5.8M||11.8M||Total = ~8.1M|
|Small Dollar Revenue||2015: $4.3M||2016: $4.5M||$385k (as of May 31)|
Operations Team Update
- 12-month goal: shift focus from change management around new strategy to deepened staff engagement and ownership.
- Shape next phase of our org culture and maturation as a non-profit.
- Take a holistic, multi-pronged approach. Use data to set priorities and measure success (e.g., engagement surveys, D&I research, interviews, etc.)
Shaping our culture
- We now have data from multiple sources that help measure engagement and how staff experience our org culture.
- We’re taking a multi-pronged approach to act on this data and shape next phase of MoFo’s growth and maturation.
- Tactics in diagram above address priority areas of focus for the next 12 months.