Playbook l10n
June-July, 2015
We believe the Web is at its best when all users can participate and create. With that goal, the Mozilla Foundation is excited to launch two new initiatives:
- The all-new Webmaker: a free, open source platform that is simple, fun and a key building block for understanding the Web. Emerging from beta in June.
- Mozilla Clubs: an opportunity for makers, mentors and learners to meet regularly to learn the mechanics, culture and citizenship of the Web together.
Together, these two initiatives aim to empower people everywhere to actively shape — not just passively use — the Web. To do this, we need your help.
- Since it’s inception,Webmaker has encompassed a suite of tools, various programs teaching web literacy and a community of makers, mentors and professional educators.
- Via Maker Party, Hives and many community-led events using our curriculum, we gained momentum teaching web literacy on-the-ground around the world.
- However, our tools weren’t low-bar and engaging enough and our programmatic engagements weren’t sustained over the long haul.ong
- We believe we can reach more people and have more impact if we decouple our product and programs and let them flourish independently.
- We set out in 2015 to reinvent Webmaker as a single product that would appeal to a mass market of makers and serve as a simple entry point for learning basic Web literacy.
- In parallel we intend to expand and grow impact of our Web literacy programs by focusing on sustained engagement through the new Mozilla Clubs model.
Mozilla’s first user-generated content platform with fun at its core. Combining the participatory spirit of the Web with a focus on local community and content, we’ve built a tool that allows anyone the opportunity to elevate their skills from Web user to Webmaker.
Key features include:
- Unique & flexible content creation
- Easy to use & fun
- Locale-based discovery gallery
- Built-in sharing
- Available in 5 languages (and growing)
- Remixable content to inspire peer-to-peer creativity
- Connectivity to community of fellow web makers
- Embedded with “lego-like” learning opportunities
- Free, open-source, and independent
* Desktop version will be available later in 2015
Webmaker is for anyone who has a mobile device and is looking for a creative, fun and unique way to tell their create, discover and share content on the Web. Built for anyone, our outreach will focus on a segment we call “generation share”:
- Age: 14-24
- Location: Global
- Occupation: Active students or recently graduated
- Interests: The web; friends and community; social networking
- Behavior: Digital skills are platform specific and not code-level; curious,, expressive and social; Likes to make and share things with their peers; Participates in community events; Actively seeking out opportunities to learn new things in fun, social environments.
- Attitude: Creative-minded, outgoing, and social, looking for the next "big thing"
- How we might reach them: Social media, community, events, partnerships and paid media
Webmaker will launch as an Android app on June 19th, starting with four target languages:
- Bangla
- Indonesian
- Portuguese (BR)
- English
Later in 2015, we will rollout in additional languages, likely to include:
- Spanish
- Hindi
- French
- Arabic
- German
- and more
Significant community and marketing outreach will begin in mid-June and continues throughout 2015 in these languages.
The 2015 goal is to end the year with 250,000 active users. These locale-specific download targets for the first 90-days will help us get there:
- Bangladesh: 10,000 downloads
- Indonesia: 10,000 downloads
- Brazil: 10,000 downloads
- Kenya: 10,000 downloads
- North America: 10,000 downloads
We’ll be optimizing and expanding our efforts as we go, and reset goals as needed. Additional goals for Q4, 2015 and for additional expansion locales TBD.
We are looking for volunteer leaders who can mobilize teams in the following areas:
- Localization and QA: Localize and QA app, website, marketing, and content
- Marketing and Communications: Run creative marketing campaigns and media outreach
- Partnerships: Help organize on-the-ground events and other creative partnership opportunities
- Content: Find local talent to create content, and work with MoFo to curate and moderate; run events
- Community: Build local community around Webmaker, encourage cool people to get involved, acquire and distribute swag
**Perks of being a Webmaker volunteer: **
- Gain real-life experience launching a consumer tech product
- Be paired with a mentor from Mozilla Foundation
- Leadership experience and professional skills development
- Put Mozilla on your resume
- Letter of recommendation
- Mozilla merchandise
See detailed descriptions below and contact us if you think you are a good fit!
For a successful launch and a stable future, the new Webmaker platform needs the same engaged, dynamic, diverse community that drives the rest of Mozilla. We're looking for your help to lead that effort: build the initial community, run community outreach and content creation events, be a role-model for participation on and off the platform, and work closely with the Webmaker team to provide feedback from the community.
Tasks:
- Build Webmaker community online and offline for locale
- Organize events and workshops for community
- Encourage creation and model positive participation
- Moderate content and monitor behaviour
- Identify problems through community feedback; file bugs, and communicate with Webmaker development team
- Communicate with community
Skills & Abilities:
- Experience building and leading community
- Demonstrated positive participation in existing communities
- Familiarity with online collaborative development tools (Transifex/GitHub/IRC/Skype)
- Familiarity with social media and messaging platforms (Facebook/Twitter/YouTube/Snapchat/WhatsApp)
Goals:
- Grow number of active Webmaker users
- Significant following on popular social media channels
- Appropriate channels for feedback and discussion
- 2 workshops/events per month
- 3 tool/community/content tutorial videos
Quality bars:
- Community is warm, welcoming, vibrant and engaged
- People are informed and feel that they’re being heard
Ideas:
- Street teams for word-of-mouth
- Publicity events and gather content/feedback
- Workshops in community spaces
The Webmaker team needs your help translating the new app, promotional materials and marketing, and making sure that the highest level of quality is achieved for each of our languages and locales . We’re looking for people who are detail oriented, good with language and want to be part of an exciting product launch.
Tasks:
- Oversee localization efforts in the following areas:
- Android app
- Webmaker.org website and associated landing pages
- Google Play store
- Social media content
- Marketing messaging and collateral
- Recruit and manage support for fast, quality localization
- Be responsible for quality
- Suggest ways for communications, marketing, and content to be more effective based on cultural or linguistic aspects
- Provide community feedback to Webmaker team
Skills & Abilities:
- Fluent in English and able to translate both words and concepts into local languages
- Detail oriented and obsessed with quality
- Ability to clearly communicate goals to a team and rally them to timely completion.
- Basic Web literacies and, in particular, an understanding of the mobile Web.
Goals:
- 100% localization before launch
- 100% localization on fixes and additions within 2 weeks of shipping
Quality bars:
- Positive feedback on quality from QA leads and users
Ideas:
- Get acquainted with Webmaker team and platform development environment
- Help development team decide on right tools and communities to carry out localization
- Schedule localization reviews or set up a process for reviewing patches
The Webmaker marketing team needs your help promoting the new App. We’re looking for people who have the skills to propel the app to the top of the Google Play store, make #webmaker a trending topic on social media, make our launch party a must-attend event, and have our story be the headline in the local news.
Tasks:
- Run local marketing campaigns
- Recruit street team to promote Webmaker
- Oversee active promotion of Webmaker on social media
- Coordinate promotional events
- Outreach to local media to amplify story of launch
- Personal outreach to influential users to spur word of mouth
- Help identify other attractive marketing opportunities
- Results tracking and reporting
Skills & Abilities:
- Creative, outside of the box thinker who can develop clever ways to promote product and engage users
- Skilled at social media with previous experience using social to promote a cause, product or event
- Ability to rally, excite and lead peers around a cause
- Has connections with local media and orgs
- Comfortable using spreadsheets to track and report on results
Goals:
- Weekly promotional campaigns
- Monthly events
- Daily social media promotion
- 20+ press mentions around launch
Quality bars:
- Promotions should adhere to basic Mozilla brand and messaging guidelines
- Successful promotions should be trackable and easily reported on to help guide future marketing investment
- Positive word of mouth and associated growth in downloads
Ideas:
- Social media contests
- Weekly #webmaker challenges
- Mobilizing street teams
- Launch #makerparty events
The Webmaker partnership team needs your help finding partners to help us distribute the apps. We’re looking for people who have lots of great contacts at NGO’s, government agencies and businesses; people who can turn these relationships into programmatic opportunities that are mutually beneficial to both Mozilla and the community!
Tasks:
- Establish relationships with local NGO's, government organizations and businesses
- Co-develop creative campaigns and programmatic opportunities to promote Webmaker app
- Coordinate communications and outreach with all key partners
- Organize and manage on-the-ground events and promotion
Skills & Abilities:
- Previous experience with partnership development
- Understanding of Mozilla brand and mission
- Deep understanding of web literacy
- Connections with local non-profits, government orgs and businesses
Goals:
- Help secure 2-3 key partners for launch promotion
- Establish solid relationships with at least 20 local partners in Q3
- Assist in overall goal of 25K downloads in Q3
Quality bars:
- Partners must be well-aligned with Mozilla's mission to protect the Open Web and improve Web literacy
- Partnerships should adhere to basic Mozilla brand and messaging guidelines
Ideas:
- Co-host #webmaker or #makerparty events
- Partner-led making campaigns and challenges
- Social media promotion
The Webmaker development team needs your help to build a rich, diverse, inspiring library of content for the launch of the new Webmaker platform. It's is full of great features, which are best demonstrated by attractive projects made by creative individuals. We’re looking for people to encourage influential people to create content on the Webmaker platform by reaching out to the community and hosting content-creation workshops and events.
Tasks:
- Organize events and workshops for creating content
- Create activities for events and workshops
- Find interesting people to generate original content
- Curate and moderate received content
- Communicate with content creators to answer questions, collect feedback, and ensure quality
- Communicate with Webmaker development team to report bugs and provide feedback from users
Skills & Abilities
- Previous experience with partnership development
- Understanding of Mozilla brand and mission
- Deep understanding of web literacy
- Connections with local non-profits, government orgs and businesses
Goals:
- Attract 10 creative users to make content
- Produce 50 pieces of original, quality content for launch
- Recommend 10 pieces of content to be featured
Quality bars:
- Content that showcases key features of Webmaker
- No material should be offensive or alienating to users
- Content should represent diversity and important aspects of local culture or community (online, offline, or otherwise)
Ideas:
- Host workshops and events
- Work with existing Mozilla partnerships
- Use connections/social media to reach out to local creative personalities
Mozilla Clubs are groups of learners guided by a club captain who meet regularly to learn the mechanics, culture and citizenship of the web to foster innovation and collaboration on the open Web.
A Mozilla Club will:
- Teach how to read, write and participate on the web using participatory learning, rather than listening and watching.
- Develop the digital skills and leadership of its learners while contributing to a global community of peers.
- Empower learners through purposeful making, reflective learning, and meaningful action with and on the Web.
A Mozilla Club must:
- Meet regularly and on an ongoing basis
- Have at least one Club Captain who organizes the group, and guides the learning and adds the club to the map.
- Commit to the mission of spreading Web literacy with Mozilla.
In support of the Foundation’s key learning initiatives in 2015, we’re also looking to collaborate on new curriculum that leverages the Webmaker tool and can be used within Mozilla Clubs.
This curriculum for Webmaker should:
- Follow a narrative of Read, Write, Participate (R/W/P)
- Highlight feature of the Webmaker app and a Web literacy competency
- Have clear learning goal
- Allow learners to discover the platform while also learning different Web literacies
If you are interested in helping develop curriculum for Mozilla Clubs on the Webmaker app or are interested in supporting our Mozilla Clubs initiative in other ways, please contact:
In an effort to take Mozilla Clubs to more places and reach more people we also need help organizing, facilitating and promoting regular sessions to teach more people basic Web literacy. Mozilla will supply the curriculum, activities and support and you supply the passion for teaching how to read, write and participate on the Web.
Tasks:
- Organize regular, ongoing meetups and events to teach the web
- Recruit participation in local club activities
- Select and adapt curriculum
- Facilitate learning activities at club events
- Share feedback and insights with fellow Club Captains
- Mentor participants to grow their skills and start their own clubs
Skills & Abilities:
- Deep understanding of Web literacy competencies
- Experience organizing and leading events
- Passion for teaching others, particularly about the open Web
Goals:
- Mozilla Clubs in 500 cities worldwide
Quality bars:
- Consistently creating a participatory, inclusive learning environment
- Positive feedback from participants
- Effectively adapting curriculum and activities to suit learner-specific needs
Ideas:
- Throw a Maker Party and invite people to come back the following week (and every week after that!)
- Go to your local school or library and offer to help them teach their students or visitors valuable Web skills, for free!
- Get support from Regional Coordinator
In an effort to take Mozilla Clubs to more places and reach more people we also need help organizing, facilitating and promoting regular sessions to teach more people basic Web literacy. Mozilla will supply the curriculum, activities and support and you supply the passion for teaching how to read, write and participate on the Web.
Tasks:
- Support 5 - 10 Club Captains in spreading digital skills and web literacy through their clubs
- Recruit Club Captains and be responsible for their success
- 1:1 mentorship of Club Captains to help grow and improve how they teach
- Share your experiences with other Regional Coordinators and with your Staff Organizer to improve your practice
Skills & Abilities:
Goals:
- Mozilla Clubs in 500 cities worldwide
Quality bars:
Ideas:
Beta Release: June 5th
Bangladesh Training: June 5th-18th
Indonesia Training: June ???
Brazil Training: June ???
Kenya Training: June ???
1.0 Release: June 19th
North America Launch: July 1st - 4th
Bangladesh Launch: July 1st - 4th
Indonesia Launch: July 5th - 11th
Brazil Launch: July 12th - 18th
Kenya Launch: July 12th - 18th
Community, Content & Localization
@secretrobotron
Ask me about: Organizing community, creating, localizing, and moderating content, running events, training, product development, bugs, coffee, and chocolate.
Marketing, Communications & PR
@hpaulj
Ask me about: Marketing strategy and tactics, optimization and testing, developing messaging and creative, PR and media outreach, communications planning, social media, paid advertising and events.
Research and Community
Ask me about: Global Webmaker research initiatives, our users and how to conduct research.
Organizational Partnerships
Ask me about: Partnering with Mozilla on Webmaker, Clubs, Hives and other Foundation initiatives to protect the open Web.
Mozilla Clubs
Ask me about: Teaching Web literacy, joining the Teach the Web community
Metrics
Ask me about: How many people are using Webmaker, who they are, what their favourite flavour of ice cream is.
Our goal is to empower a new generation of digital content creators.
Webmaker is Mozilla’s first user-generated content platform with fun at its core. Like a hyper-local Tumblr, it enables easy content creation, simple discovery of nearby, locally-relevant stories and has sharing built-in.
True to our “make-first” ethos, all the content is remixable and “tinker mode” helps demystify the tech to provide a low-bar entry point for basic web literacies.
With the new Webmaker we are providing a tool that allows web users everywhere the opportunity to elevate their skills from web user to web maker.
Unique, flexible and unconstrained storytelling format
Simplicity and fun “built-in”
Locale-based content discovery gallery
Content creation, discovery and sharing in your local language
All content is remixable to inspire peer-to-peer creativity
Connects users to a community of fellow web makers
Embedded with “lego-like,” downstream learning opportunities
Free, open-source and independent
Launching in mid-June as an Android App in Google Play store
Phased go-to-market approach: starting with validation of app’s value proposition and our marketing approach, followed by optimization and scaling
Local content and app distribution models favor language-specific launches coupled with learn and iterate approach
Strategic opportunity is in emerging markets: high-growth internet usage, mobile-centric users, less competition and access to partners and funding
Phase 1 of launch will focus on four key languages: English, Bangla, Indonesian and Portuguese
Marketing approach is three-pronged: Owned media in target languages, community in target locales and partnerships
By end of 2015, key KPI’s are 250K active users and 6% 30-day engagement rates
May 9 - June 5: Content seeding, local community recruitment, value prop testing and partner outreach
June 5: Beta release
June 6 - June 19: Content finalized, local community training, marketing campaign development and partner launch prep
June 19: Launch on Google Play
June 19 - July 15: Ongoing content featuring and moderation and launch campaigning in owned media, local community and local partners.
Design Workshop: [link?]
Training: [link?]
Community Building: [link?]
Marketing Workshop: [link?]
Webmaker Launch event: https://teach.mozilla.org/events/
Maker Party: [link?]
Every aspect of the Webmaker launch will need some degree of community participation to make it succeed. As you work on a launch plan for your market, keep these incentives for participants in mind.
Partnerships
- Free digital skills training and events
- Valuable co-branding and co-marketing opportunities
- Programmatic content
Community
- Be first to get involved and shape community
- Learn something new and meet new people
- Express yourself
- Take part in a movement
Content
- Be first to build something new and unique
- Share your work with your friends/followers/colleagues to show that you’re cool/influential/smart
Club Captains
- Be first to start a Mozilla Club in your community
- Share your skills and empower your peers and community with new digital skills
Resources
Logos: [links?]
Content design workshop: [link? Laura to generate from Chicago/London trips]
Intro to Webmaker: https://bit.ly/1F9PD4a
Webmaker Development Repo: https://github.com/mozilla/webmaker-app
Webmaker on Twitter: @webmaker
Webmaker on Facebook: https://facebook.com/mozilla
Webmaker on Google+: https://mzl.la/gplus
Webmaker Mailing List: [link?]
Webmaker on IRC: #webmaker on irc.mozilla.org
The launch of an all-new Webmaker tool means changes to our current suite of tools:
-
X-Ray Goggles and Thimble will continue to be supported.
They will be moved to the teach.mozilla.org site at the end of June in a section dedicated to teaching tools.
-
Popcorn Maker will stop being supported at the end of June.
Small user base and high technical debt didn’t justify long-term maintenance and support.
-
Appmaker will be replaced by the new Webmaker app which includes much of the same functionality.