689176 - [YourWeb] Snippet Copy

Status: RESOLVED FIXED

(Marketing :: Copy, task)

Description

[Laura Forrest]

Please create one line of snippet copy to promote the Your Web campaign. Please make easily l10n-able. 

Assigning to William to provide creative direction.

Comment 1

[Laura Forrest]

Timeframe: Would be nice to have by 10/3.

Comment 2

[William Reynolds [:williamr]]

From the project bug 667729:
This user engagement microsite is for a retention campaign aimed at deepening relationships with Firefox users and educating them about why we make Firefox. The concept is to show examples of what people want the Web to be, connect that back to why we make Firefox, and then ask users to submit what they want the Web to be. We then showcase submissions in a compelling gallery.

More on the wiki: https://wiki.mozilla.org/Websites/Your_Web

The initial featured question will be "what do you love about the web?" and the second question will be "what do you want the web to be?".

For the snippet copy, we'd like to create a regular snippet and an interactive snippet. The interactive snippet will have a text field after the featured question so the user can respond directly from the snippet. Once they press enter or click a submit button, they are redirected to the Your Web site and the submission form is pre-populated with their text response from the snippet.

Another thought for an interactive snippet is to ask "What type of Web user are you?" and have a dropdown field with our predefined user categories. Once the user selects the category that they identify with, they are redirected to the Your Web site and the submission form is pre-filled with their category choice. Could also apply the filter in the visualization for that category to show the user responses from users similar to them.

Comment 3

[Laura Forrest]

Matej - I chatted with William about this already and wanted to also mention here; let's try to really communicate the value to the user to do something like this. Answer the "what's in it for me?!" "Why the hell should I fill out this form?!" question within the copy. 

This can be done by also including something like "Submit your own and see how others respond" or likewise.

Comment 4

[William Reynolds [:williamr]]

(In reply to Laura Forrest from comment #3)
> This can be done by also including something like "Submit your own and see
> how others respond" or likewise.

Exactly. A possible way of doing this is to consider the Snippet has having 3 parts - the question, the response field (text box or drop down), and the value line.

Example 1:
What do you love about the Web? (response field)

Answer and see how others respond.

Example 2:
What do you love about the Web (response field*)

See what people love about the Web.
 
* Either the Snippet graphic or the response field have text that rotates every few seconds with sample responses. The graphic could have stylized text. Or we could place the sample responses in the response field itself. Once the user clicks the response field, the sample text is cleared out and the user can type their response.

Comment 5

[Matej Novak [:matej]]

Unless I'm missing something in the comments, looks like we have two questions that work well here and are already part of the campaign:

What do you love about the Web?

What do you want the Web to be?


In the interactive version, we could use one of the following below the response field:

Submit your answer and see what others have to say.

Tell us and find out how your answer compares to others.


And here's how we could treat them in regular snippets:

What do you love about the Web? Tell us at Your Web and see what others have to say.

What do you want the Web to be? Visit Your Web to give your answer and see how it compares to others.


I feel less strongly about this questions, though: "What kind of Web user are you?" I think it's pretty blind outside of the context of the campaign and harder to connect to a "what's in it for me" idea.

Comment 6

[Tara (musingt)]

My 2 cents:

I like the dynamic version of the copy.  The normal Snippets sound a little weird to me when you say "tell us at Your Web" or " Visit Your Web".  I understand that this is the campaign/site name, but it sounds a little weird when reading it.  

The following two may not be entirely constructive or related to this bug but wanted to share:

* I feel that "your web" is kind of a weird campaign title here (sorry).  It just feels so broad and unclear to me.  what does it mean?  It's also not really action oriented.  WebifyMe and MarkUp implied that you're doing something (webify, mark-up)... "your web" feels a bit incomplete to me, personally.

* I also am not entirely clear if there's value to having two very similar sounding questions.  I feel like getting people to opt into this and submit answers twice is going to be challenging.  Why would I do this twice?  Ideally the same person would answer both questions so you can compare:  what they love today, and what they want to see tomorrow. I guess in my mind I'm not seeing people come back to do this again, especially if the questions are going to yield fairly similar answers.

Comment 7

[Laura Forrest]

(In reply to Tara from comment #6)
> My 2 cents:
> 
> I like the dynamic version of the copy.  The normal Snippets sound a little
> weird to me when you say "tell us at Your Web" or " Visit Your Web".  I
> understand that this is the campaign/site name, but it sounds a little weird
> when reading it.  

I agree - Matej - can you do a version that does not explicitly refer to the title of the campaign - I don't think it's really needed here, plus, it does sound odd. 

> * I also am not entirely clear if there's value to having two very similar
> sounding questions.  I feel like getting people to opt into this and submit
> answers twice is going to be challenging.  Why would I do this twice? 
> Ideally the same person would answer both questions so you can compare: 
> what they love today, and what they want to see tomorrow. I guess in my mind
> I'm not seeing people come back to do this again, especially if the
> questions are going to yield fairly similar answers.

Tara - these are two different versions of one snippet. We won't show both within one snippet.

Comment 8

[Matej Novak [:matej]]

Just for the sake of it, I came up with some name variants that use "Your Web." I still like it as a name, but something here may be clearer when talking about the campaign out of context:

What's Your Web?

Share Your Web

Define Your Web

The Your Web Project


I also tried some that don't use "Your Web," but still capture the spirit of the campaign:

What is the Web?

The Webinary

Web Story

You & the Web


Finally, here are some snippets that don't use the name of the campaign:

Tell us what you love about the Web and what you want it to be. Compare your answers with others.

The Web means different things to different people. Tell us what you love about it and see what others have to say.

Ever wonder what people love about the Web? Share your answer and find out.

Everybody loves something different about the Web. What's your favorite thing?

Comment 9

[Laura Forrest]

Thanks Matej! I really like the last two since the question format help engage users:

Ever wonder what people love about the Web? Share your answer and find out.

Everybody loves something different about the Web. What's your favorite thing?

We can test them both. 

William - What say you?

Comment 10

[Tara (musingt)]

Hey guys, can we resolve this bug ?  The campaign is on hold as far as I know.  I'm trying to clear my triage list of frozen/idle bugs.  We can always re-open as needed.