Mozilla Webmaker: plans for 2012 and 2013
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Transcript of Mozilla Webmaker: plans for 2012 and 2013
July 2012 mozilla foundation board meetingvideo conference
mid-year reviewWEBMAKER
big goal for 2012
best drumbeat software and learning resources rolled into cohesive webmaker offering
january 2012
june 2012
june 2012
june 2012
june 2012
june 2012
status:
we’ve shipped MVP of Webmaker offering
next: test and iterate on software, learning, community
what have we actually done?WEBMAKER
big picture: from goals to cohesive MVP offering now have team w/ common focus and skills to do this
➜
hackasaurus: extended from goggles to thimble now have two tools for HTML, expanded learning model
+
popcorn: pivot to app that edits web media in real time pulling video, audio, pictures, maps, data, etc. from APIs into a polished video
➜
approach: from software + learning to apps that teachthimble + popcorn ship w/ starter content that also teaches you things
➜+
+
programs: from ‘front end’ to lab + contributor pipelineHiveNYC, OpenNews, StoryCamp = feedback, news ideas, best contributors
+
➜
engagement: from rough idea to 600+ learning eventssummer code party napkin sketched in march, delivered in june
contributors: from ~100 to ~1000 in 6 monthsclear offering / call to action = more contributors, mostly instructors
➜
what does success look like?WEBMAKER
big goal
move 10s millions of people from using the web to making the web
but what does that look like now?how are we measuring success in 2012?
metrics
in april, we said: contributors should be our primary metric for 2012
also said we’d look at adoption, badges, media and revenue
contributor metrics
why measure contributors?
contributors = key resource for building things and reaching people
in a way that will scale
why measure contributors?
also, early proxy to evaluate if people understand and like what we’re building
three kinds of contributors
code: coders, localizers, QA (target = 150)
content: people building learning projects (target = 200)
teaching: instructors and event organizers (target = 1,000)
Webmaker contributors
april 2012 june 2012 target
code 75 150
content 50 200
teaching 200 1000
total 325 1350
Webmaker contributors
april 2012 june 2012 2012 target
code 75 223 150
content 50 55 200
teaching 200 700 1000
total 325 978 1350
Webmaker contributors
code content teaching
Webmaker.org 495
Thimble 20
Popcorn 218 30
Open Badges 5
OpenNews ? 5 30
Hive 30 160
total 223 55 700
growing + involving contributors
Canonical’s Jono Bacon says: 4 keys to involving contributors
1. on ramps2. tasks / CTAs3. documentation / training4. celebration
growing + involving contributors
Summer Code Party + Hivecover all 4 steps for instructors
this quickly grew our instructor community to 700 people in 79 countries
growing + involving contributors
now need to dive deeper with instructors, understand motivations
two immediate actions: a) 1-on-1 instructor outreach by all MoFo staff
b) REMO Webmaker special interest group
growing + involving contributors
Popcorn building strength in code contributors (200+)
popcorn.js library plus events key to this
OpenNews projects starting to produce code, could become another big source of contributors
growing + involving contributors
question: when to build Thimble / Goggles code community?
probably need slightly more advanced offering before we put significant effort into this
growing + involving contributors
learning content is least developed area
first Thimble hackfest in London produced projects like ‘Zombies’
need a way to get contributions like this on ongoing basis
growing + involving contributors
Q3+4 Thimble priority is content contributor workflow
this will be simple at first, likely just through wikis and events
will add full featured system in Q4-12 or Q1-13
growing + involving contributors
longer term, need to build contributor muscle across the org
1. messaging w/ clear CTAs2. architecture of participation3. contributor engagement staff
adoption metrics
why look at usage and adoption?
we want to build consumer grade software and experiences
Popcorn, Thimble, etc. have to be things that people *like* if we’re going to have an impact
why look at usage and adoption?
therefore: need to know who is using our offering and how they are using it
we’ve built good software team and MVP,now need to test and iterate to full offering
a challenge
we’re just starting to baseline Webmaker, Thimble, Popcorn usage
e.g.12k Thimble pages published in first 3 weeks, very basic info on which projects most popular
a challenge
e-mail list is only place we can start to see trends
reach via mofo email list
0
175,000
350,000
525,000
700,000
Q3 Q4 Q1 Q2 Q3 projected Q4 projected
major list growthdue to SOPA
growth continues as messaging switches
to Webmaker
a challenge
e-mail list is only place we can start to see trends
need this kind of info for all our offerings to understand how
people are using them
in the meantime ...
user testing and surveys are primary source of feedback
survey of 150+ learners showed majority liked Thimble, wanted more hints and better publishing
in the meantime ...
we’re also just going out and talking to people
feedback from events, public appearances and press being actively ploughed back into product decisions
major list growthdue to SOPA
next steps
we’re adding basic dashboards for Thimble and Popcorn
we couldn’t do this until we added user accounts and a publishing gallery, neither of which made the MVP feature cut
major list growthdue to SOPA
next steps
we’re also focusing / pivoting based on user feedback from the MVP releases
issue right now is managing scope and expectations:people see big potential, we can only ship so many features
badges metrics
why track badges?
badges key to understanding and measuring learning
ultimately, need to see if people’s web skills and creativity increase -- this is a central
part of the impact we want to have
what skills to start with?
we want people to know basic web mechanics and creativity skills
our first Webmaker badges will be based on this skills grid (draft)
mozilla web literacy map 0.3
current challenge
badges implementation delayed as devs needed on thimble
result: we don’t yet have a systematic way to tracking learning
plan is to integrate Webmaker badges into Thimble in Q3 and Q4
in the meantime ...
we’re surveying Thimble users about learning outcomes
we’re also a) talking to instructors and b) tracking entry/exits stats on learning projects
early observations
90% users with no experience said they learned something43% said they learned alot
surveys also gave nuanced feedback: e.g. some users stuck on browser basics (cut and paste) and web mechanics (inks)
next steps
Thimble next rev will fix and test against basic learning obstacles
e.g. add content on web mechanics and browser basics, improve publishing workflow, do more nuanced FTF user testing
media metrics
why measure media?
test whether our message is getting through
also provides rough proxy for how widely our message is getting out
coverage so far ...
good: on message coverage of Webmaker
Lifehacker:
“Mozilla Webmaker aims to teach you to code and to change you from web consumer to creator."
coverage so far ...
also: Webmaker positioned as core Mozilla offering
TechCrunch Thunderbird coverage:
“Mozilla is ramping up its efforts with Boot2Gecko, the Thimble code editor
and Firefox Mobile."
how much coverage?
87 press mentions of Webmaker in June 2012
vs. 65 mentions of Mozilla Festival in Q4 2011
big challenge
messaging good, but call to action not getting through
also, idea that Webmaker is a big tent involving many players is not yet being reflected in the press
next steps
Webmaker press campaign in UK leading up MozFest
focus is on getting call to action plus ‘Webmaker as big tent’ concept
will use MozFest itself as major press hook
revenue metrics
why measure revenue?
proxy for public support and partner confidence in programs
of course, just need to track as part of our regular financial metrics as well
where are donations at?
donations had good Q1but weak Q2
this is almost certainly due to all engagement resources focusing on
Summer Code Party in Q2
individual donations (comparison)
US$0
US$125,000
US$250,000
US$375,000
US$500,000
Start Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
2012 YTD 2011 actual 2010 actual! 2009 actual
Q1 2012300% above
this time in 2011
But Q2 slowed dramatically due to focus on summer
campaign
next steps
Q3 returns to individual appeals, t-shirt promo + new monthly donation campaign
Q4 will prioritize year-end campaign w/ Webmaker focus
where are grants at?
grants continue to be our strong suit
projections are $4.75M, $1.5M over budget
pipeline has an addition $5M in more speculative projects
2012 grants
US$0
US$1,500,000
US$3,000,000
US$4,500,000
US$6,000,000
2012 budget 2012 secured additional pipeline
what are the challenges?
there is risk that we become too grant dependant
most grants are focused on Webmaker goals, but even these are tied to specific outcomes/ limit ability to pivot
next steps
sustainability + revenue mix topic at next board meeting
will look at major gift plus more aggressive donations
both require more investment but also offer more independence
summary and next stepsWEBMAKER
summary
1. we’ve shipped Webmaker MVP 2. focus now: testing and iterating
3. also, building base of contributors
current challenges
1. getting good at community 2. product and learning feedback loops
3. also: product scoping / tradeoffs
on our mind for 2013
1. ‘real’ programming: ThimbleJS? 2. mobile + games + webmaking
3. new geographies, esp. UK + Brasil
July 2012 mozilla foundation board meetingvideo conference