1483428 - CRM/Email Marketing Request: IRL Podcast

Status: NEW

(Marketing :: Email, task)

Description

[Bradley Cohen [:supnah]]

>> Mozilla Team/Department
Mozilla Global Brand 
>> What kind of relationships are you looking to develop?
We are hoping for more IRL listens, and even more valuable, subscriptions. But we are also hoping that this might be a win-win for retention, aDAU, and other aspects that LCM manages by using our content in other in-product and onboarding pathways that you may be able to help us identify. 

IRL content - both the podcast and some of the companion content we develop such as short animations, documentary style videos, etc - aim to be educational about issues important to users. They also aim to establish Mozilla as not only the maker of Firefox, but also an organization that puts people over profit and delivers on the aspects of brand perception that we believe influence people to choose and retain on our products. The hope is that this might help make in-product messaging and onboarding pathways more successful, while also exposing more people to the IRL podcast and related content. 
>> How will you nurture these relationships?
I think this is more or less n/a - we're not asking for new pathways or a new set of users that we're acquiring. We're hoping that our content can serve as a way for other teams to nurture the relationships they are establishing. So, with permission, I'm gonna answer that question. :)

**How will this content help other teams nurture their relationships? (Listed in order from easiest to hardest.)**

1. If there are existing things that we try to talk to new users about that any of our existing episodes talk about, we could try to update those emails (or messages, or whatever) to include links or embeds to the podcast episode that is relevant. We could look at what the current messaging is like and cross reference against our episode backlogs, and upcoming plans to look for matches. One example might be the episode about cookies that touches on ads and online tracking. If we talk to users about things like tracking protection, or do something in-product around how to use tracking protection, there may be an opportunity to link the user to learn more about why that's important, and what a cookie really is. We can look at ways to optimize that experience. It could be anything from being able to play an episode in the product, to just a simple link out to the episode page, or a smarturl that takes them into podcast apps if they're on mobile, etc etc. 

2. Create new messaging (emails or in-product, or whatever) in our onboarding pathways to add relevant IRL episodes or other content into these pathways. Same as point one above, but instead of re-writing an existing onboarding email to include a new piece of content or something like that, we'd be making a new one from scratch, which I imagine might be more work. 

3. Planning ahead for new episodes in Season 4. For season 4 we are going to be intentionally focused on themes and topics where Mozilla has solid proof points based on products, services, or other work we're doing. This not only just makes good sense, but also means that it's highly likely that our episodes and other content will start to be more and more relevant to the relationships you help to build, and the messages that you are already trying to convey to new and existing users. It would be great to share the topics with you as we get them and plan ahead so that we can add the new episodes into onboarding if they're relevant for products and features right away once the episodes get published because we planned ahead. Or to give your team time to think about what some good and interesting ways to best leverage the content might be while we are still in production. For example, Monitor. It's highly likely we will have an episode that talks about Monitor, and also talks about WHY Monitor is important, and why Mozilla cares. This would be a great piece of content for Monitor communications, or even on the landing page. 

4. Create podcast episodes (or related content like videos) specifically to cover topics that the LCM team identifies as huge opportunities. This is hardest just because it may not align with other priorities on our team, but we are more than willing to give it a look. Our season planning is on 8/20, so if there's any chance you might have input about this before then, we'd love to hear it. 
>> How will success be measured?
Two angles on this. Obviously LCM will need to judge success in the sense that if adding this content shouldn't make people unsubscribe or drop open rates a ton or otherwise tank metrics. On the other side, we want to see if we can establish a steady rate of listens and subscriptions for the podcast, or views or similar metrics for related content (like videos) by getting into these pathways that have pretty steady acquisition rates - far higher and more stable than our team could achieve on our own.
>> What is the risk to not doing this?
Wasting opportunities to leverage some of the best content we have, and failure to impact brand perception metrics around the Mozilla brand because we aren't doing our best to communicate the key elements for Mozilla brand perception to new and existing users. Furthermore, as research indicates that the more people know about Mozilla, the more likely they are to rate Firefox highly, there is a higher retention risk for users who don't know as much about Mozilla, and this content seems like a great way to try to close that knowledge gap. 
>> What's the timeline for launch?
Backlog of episodes and content could be woven into messaging as soon as copy and URLs and everything are approved. Season 4 planning is starting on 8/20, and episode one will go live in November, so those opportunities will come along starting then. 
>> Any other info we should know?
irlpodcast.org

Comment 1

[Jessilyn Davis]

Thanks for filing, Brad!

I've invited you to LCM's project intake meeting on 8/20. Given your cal's blocked on that day (for Season 4 planning I assume) - I'm going to invite you to the 27 too. (You only have to attend one mtg.)

Please let us know if you can make it to either one of these mtgs to talk about these project ideas.

Talk soon!

Jess

Comment 2

[Bradley Cohen [:supnah]]

Perfect - yes. 20th will be tough b/c i'm also flying that AM, but I will block off the 27th!

Comment 3

[Bradley Cohen [:supnah]]

Adding two more ideas that came up during our planning session for IRL season 4: 

5. Our colleagues at Pacific Content relayed to us that in their work with Schwab, the podcasts they've created been very effective as content used by Schwab's email team for re-engaging dead users who haven't opened emails in a long long time. Consider using IRL episodes as rich and engaging content to use for that purpose. 

6. The email to the full Firefox list that we did recently showed again what kind of massive bump that can create. It would be great to look for some kind of compromise where we can do a regular email to the full list for IRL. Perhaps it's at season launch for the first episode, or perhaps we can find a way to do it more than once per season. 

7. Include IRL in the footer, or as an additional little component that could live at the bottom of other emails and give us some exposure to the larger group without creating additional emails to those medium and low groups.

Comment 4

[Bradley Cohen [:supnah]]

*three ideas. :) ^

Comment 5

[Jessilyn Davis]

Thanks for meeting today, Brad!

Notes from our mtg here: 
https://docs.google.com/document/d/1hB-PHqLmWhjsoxmbP5Y-Tt0R6YqXoiy9cpmDcYrVhSA/edit#heading=h.1ju4wfobz903

I'll keep you posted on next steps on the ideas we discussed of if/when we can make them tangible and put into a sprint - and you'll keep us updated with Season 4 topics to see where we might cross pollinate the content to our various audiences.

Thanks!

Comment 6

[Bradley Cohen [:supnah]]

I heard from Danielle V. that there was a message from Steve about a bunch of users lapsing that we might want to send stuff to in order to re-engage them. I definitely don't know all the details, but want to poke at #5 above:

>5. Our colleagues at Pacific Content relayed to us that in their work with Schwab, the podcasts they've created been very effective as content used by Schwab's email team for re-engaging dead users who haven't opened emails in a long long time. Consider using IRL episodes as rich and engaging content to use for that purpose. 

Wondering if we could repurpose already-sent emails for IRL episodes that only went to ff-high or ff-med to target these soon-to-lapse users and see if we can re-engage them?

Comment 7

[Jessilyn Davis]

Hey! We sent the MIH newsletter, that featured the IRL podcast, to FF- Med, Low & No on Aug 8th - Bug 1474444.

So we already did just what you're suggesting. \o/  Thanks!

Comment 8

[Bradley Cohen [:supnah]]

Awesome - I guess I'm wondering if it performed well with the "no" relative to other content, and if it seems like effective content for re-engagement, if it might be worth sending more (maybe not right away), but considering it as a repeated re-engagement tactic or something. Any thoughts on that? Also - any updates on some of the other ideas we were throwing around when last we spoke?