1330658 - CRM/Email Marketing Request: Developer Roadshow

Status: RESOLVED FIXED

(Marketing :: Email, task)

Description

[sandra]

>> Mozilla Team/Department
MarComms/Events/Developer Marketing
>> What kind of relationships are you looking to develop?
Developer engagement
Starting the Opt-in process by RSVP-ing on a registration site 
Informative news to share about Mozilla and Firefox products to developers
Updates on Mozilla tech products
>> How will you nurture these relationships?
Offline tactic: Onsite events with speakers (get attendees to register/RSVP)
Online tactic: emails and newsletters (follow up from RSVP to confirm Opt in and continue to send communications)
>> Do you currently have a way to solve for this?
We have used TiTo to collect registration info and to send event communications. View Source 2015 and 2016 are events to refer
>> What are the pain points in the current process?
Would Tito work well with our CRM system? Is there another registration system that works better to not only collect RSVPs/registrations, but to send email communications on a regular basis to a large group of developers (looking to build thousands of email opt ins)
>> What are the perceived benefits to changing the process?
Better ways to communicate with our developer audience on a regular schedule
Include the drip campaign to better inform and engage developers of an upcoming event, as well as future opportunities to learn more about Mozilla.
>> How large is the data set?
We would want to keep the registration form as simple as possible. looking at 10 fields of data to collect
>> How many people on your team need access or training?
Two - myself and Danielle Vincent
>> How will success be measured?
This is still being fine tuned:
Reach 2,000+ developers in 1 year
~500 developers attending events in each Quarter
We expect the reach # to increase as we build momentum each quarter
Obtain 60% and maximum reach and engagement numbers in North America and Germany
Complete 40+ roadshow events by end of 2017
Achieve attendance goal of 50+ actual show ups per event
Increase dev email opt in/CRM database by XX%
Email open rate
Developer Newsletter opt in from 20% of attendees
20k mentions of #devzilla (or event-related hashtag TBD)
Sentiment analysis/Survey feedback from 20% of attendees

>> What is the risk to not doing this?
The roadshow will not be considered successful if we miss opportunities to continue to engage developers after the event ends.
>> What's the timeline for launch?
The earliest event is Jan 23rd on the schedule. 
>> Any other info we should know?
Please refer to a much more detailed brief on the Developer Roadshow project here: https://docs.google.com/document/d/1GPjbHR0ks8TqNMb7SPLzKsDPbqX9Imu7Xy91Sux-RL8/edit#

Comment 1

[Michele Warther]

Attachment: Mozilla Event Campaign Flow Blueprint

Here is the model we'll be working for with these events

Comment 2

[Jessilyn Davis]

Thanks, Sandra!  This looks really good.

I know you've already met with Michele - could you come to our weekly LCM intake mtg on Tuesday so that Andrew and myself can get up to speed? (And also Jean since I see some snippet action in the Event Campaign Flow Blueprint Michele shared.)  I'm adding you to the invite now.

Thanks!

Comment 3

[Bridget Lavine]

Closing old CRM/Email Marketing Request. Please reopen if this is a valid request.