Write 500 unique home tab snippets of dialog (?)

RESOLVED WONTFIX

Status

Marketing
Copy
RESOLVED WONTFIX
7 years ago
5 years ago

People

(Reporter: faaborg, Assigned: matej)

Tracking

({ux-tone})

Details

Traditionally we've only had 3 or 4 snippets in rotation for our start page.  Now that we have our new snippet service, I would like us to consider broadcasting a new snippet each day, with an emphasis on building a relationship with the user, as opposed to more bluntly marketing particular features or products.

The number of 500 snippets is totally arbitrary, but it seems like we would want to start off with more than enough to cover a year so that we could get them localized well ahead of real time.

Localization also comes into play in referencing different calendar events in each region.

Primarily the snippets would need to be:

-in the voice of Firefox (which we would need to determine)
-unique
-funny
-pro-user
-on topic

Probably in that order of importance :)

The larger objective is discussed over in bug 661075 - Establish an emotional connection between the user and their Firefox
(Reporter)

Updated

7 years ago
Blocks: 661075
(Reporter)

Updated

7 years ago
No longer blocks: 661075
Summary: Write 500 unique home tab snippets of dialog → Write 500 unique home tab snippets of dialog (?)
(Reporter)

Updated

7 years ago
Blocks: 661075

Comment 1

7 years ago
Alex, I hope you know that you're responsible for the heart attack Matej will likely have when he sees that bug topic.

As noted in bug 661075, I really like this overall concept. In theory I like this usage of it, but in practice there are some things we'll need to figure out:
- would it be jarring to go back and forth from the snippet style we use now (as in, not in the voice of Firefox itself) to something much more direct and personal? Seems like it probably would be. 
- can we do this in a way that doesn't push important engagement content out of the way? Laura F manages content for the snippets and may have a better sense of that.

Also, there's probably something we can do here with testing to figure out the best way to approach this. Overall, mark me down as intrigued but still a little skeptical on this particular idea until we figure some things out.
(Reporter)

Comment 2

7 years ago
>I hope you know that you're responsible for the heart attack Matej will likely have when he sees that bug >topic.

yeah, fair enough.  It probably doesn't help to point out that these sentences will be read by half a billion people :)

I totally get that writing this much copy is a crazy amount of work, but I think it's still worth it both for the brand value, and if you consider the size of the audience reading the messages.  Currently giving them 3 or 4 messages in rotation seems like a waste of our ability to talk to 30% of the people online, and ~8% of mankind.  It's a pretty big megaphone (how's that heart doing?)

So I think we should start working on this, even if it means we have to staff up a war room of copy writing ninjas.

>would it be jarring to go back and forth

we would need a single tone of voice for these, and we would probably only want to start rolling them out after we had a very large set of them localized and ready to go.

>can we do this in a way that doesn't push important engagement content out of the way?

we could still focus on all the same areas (promoting particular features, extensions, messages that we want to deliver to the user), it would just be a different way of writing the message.  Also, by mixing in other types of content, users might be more likely to read and process the messages we are delivering.  The current snippets are more advertisement than editorial, so users start to tune them out.

A think a big component of this would also be our ability to roll out messages immediately when something interesting happens.  For instance:

"Today one of the world's most powerful nations asked me to censor the Internet for them without any legal oversight. I said no. Learn more"

That snippet is considerably more interesting than anything we have ever run before, and we would have needed to push it out very quickly.
(Assignee)

Comment 3

7 years ago
(In reply to comment #2)
> "Today one of the world's most powerful nations asked me to censor the
> Internet for them without any legal oversight. I said no. Learn more"
> 
> That snippet is considerably more interesting than anything we have ever run
> before, and we would have needed to push it out very quickly.

I think this example shows the inherent potential and problem of this approach. It would be amazing to connect with users like this, but we couldn't possibly write more than a year's worth of snippets and also keep them interesting and relevant. We have to be able to react to changes in the product, new campaigns, timely subjects in the media, not to mention a whole bunch of things we can't even imagine right now.

If you take into account that my process has typically been to write anywhere from 2 to 5 snippets for every one we need, just to get the wording and tone right (plus the 500 graphics we'd need to generate), you start to see just how big a task this would be.

Instead of doing it all at once, I'd propose to scale it back by at least a factor of 10, similar to how we handle social media posts, which are written in chunks of 20 to 30 at a time. That still gives us a good repository of material (which, in this case, can be localized, etc.), but also allows us to react to any news or changes and doesn't allow the material we have to become dated or stale.

As for tone, I'm not sure the first-person approach is exactly right, but I like the idea of something more direct and personal. I think that could easily be incorporated into the engagement content that John mentions in comment 1.

On a related note, what's the appropriate component to file a bug to get me a defibrillator? Because that would definitely be a blocker for this. ;)
(Reporter)

Comment 4

7 years ago
>we couldn't possibly write more than a year's worth of snippets and also keep >them interesting and relevant.

I was thinking we could just bump a planned snippet for a timely one when we needed to.

>(plus the 500 graphics we'd need to generate)

side issue, but we might want to drop the graphics to increase the focus on the text.  The graphics create an advertisement tone, which isn't as personal.
(Assignee)

Updated

5 years ago
Status: NEW → RESOLVED
Last Resolved: 5 years ago
Resolution: --- → WONTFIX
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