Brief overview of Firefox 3.6 marketing efforts, including DevMarketing, PR, Community and creative.

1. Marketing Firefox 3.6

2. In a nutshell:
• Update key user and developer touchpoints
• Engage our community
• Acquire new users
• Messaging focus on personalization, plugin
updater and stability

3. Creative

5. DevMarketing

6. Hacks Blog
• Redesign launched January 6th in preparation for
Firefox 3.6 launch
• 16 posts about Firefox 3.6 developer features
leading up to the release + launch day post
• 29K visitors on 3.6 launch day; highest since 3.5
• Top post: WOFF
• 70K page views in January
• 220 comments and pingbacks

7. @mozhacks

8. about:hacks
• First issue sent to 2K subscribers on
December 21st
• 450+ new subscribers between first issue
and Firefox 3.6
• Second issue coming next week

9. Other channels
• Under the Hood page on mozilla.com
• Firefox 3.6 for Developers on MDC

10. Community Marketing
Goals: Grow engagement channels
& drive awareness of Personas
630,000 to 714,000
58,685 to 85,000

11. PR: A snapshot
• Notable Media Impact:
• Trending topic on Twitter and Mashable
• Katie Boehret, WSJ (Walt Mossberg’s sidekick)
Tweeted persona in campaign format
• Front page of WIRED, Techmeme and Mashable
• Video embedded on Chicago Tribune, Lifehacker
and ZDNET
• Media Coverage: 75 positive stories (tier 1 & 2)
• Briefings with key technology reporters: 17
• 44% growth of @firefox followers