Closed Bug 701727 Opened 13 years ago Closed 13 years ago

copy for Firefox Flicks announcement on social

Categories

(Marketing :: Copy, task)

Product:
Marketing
Component:
Copy
Platform:
x86
macOS
Type:
task
Priority:
Not set
Severity:
normal

Tracking

(Not tracked)

Status:
RESOLVED FIXED

People

(Reporter: chelsea, Assigned: matej)

References

Details

Hey there, let's use this as the copy bug for our social media posts about Firefox Flicks. Will update as soon as site copy is finalized.
Posted these to the snippet bug, but I think they also work for social. Just added URLs: Lights. Camera. Awesome. Introducing Firefox Flicks, a global video contest to tell our story. Get the inside scoop: firefoxflicks.org Lights. Camera. Awesome. Help us tell the story of Firefox & you could win great prizes. Learn more about Firefox Flicks: firefoxflicks.org Calling all aspiring filmmakers. Enter Firefox Flicks and your video could be seen by celebrity judges. Learn more: firefoxflicks.org Enter Firefox Flicks & help tell our story. You could win great prizes & even be part of a global campaign. Find out how: firefoxflicks.org Great prizes! Celebrity judges! Exclamation marks! Learn more about Firefox Flicks! firefoxflicks.org
Thanks Matej.Assume we can probably run a couple of these in social as we can rotate them. Comments are likely the same here as they were in the snippet bug. Oh, if we post to multiple languages lets make sure the headline works. Lights. Camera. Awesome. Introducing Firefox Flicks, a global video contest to tell our story. Get the inside scoop: firefoxflicks.org I like this one but am concerned it isn't enough to get them interested. Something like Hollywood judges or great prizes would get them interested. Lights. Camera. Awesome. Help us tell the story of Firefox & you could win great prizes. Learn more about Firefox Flicks: firefoxflicks.org Do we need something in here about it being a video contest? Calling all aspiring filmmakers. Enter Firefox Flicks and your video could be seen by celebrity judges. Learn more: firefoxflicks.org I like this one but wonder if it eliminates a bunch of people, people that would enter even though they are not filmmakers? Enter Firefox Flicks & help tell our story. You could win great prizes & even be part of a global campaign. Find out how: firefoxflicks.org Like this one as its informative but doesn't tell me what Flicks is. Great prizes! Celebrity judges! Exclamation marks! Learn more about Firefox Flicks! firefoxflicks.org This one could be fun in social.
(In reply to Kristin Baird from comment #2) > Oh, if we post to multiple languages lets make sure the > headline works. For any l10n stuff, I'm thinking we can use the headline options I created for the landing page in bug 691573. Here are the reworked options I posted to the snippet bug, shortened a bit for Twitter length. Let me know if you'd like me to revisit any of the above here as well. (Should we also add William to get his thoughts?) Lights. Camera. Awesome. Help us tell the story of Firefox & you could win amazing prizes! Learn all about Firefox Flicks: firefoxflicks.org Calling all filmmakers. Enter Firefox Flicks for a chance at great prizes & exposure to celebrity judges. Learn more: firefoxflicks.org Great prizes! Celebrity judges! Exclamation marks! Enter Firefox Flicks, the global video contest to tell our story! firefoxflicks.org
CCing in william and carmen so they can see the social options available.
Thanks Chelsea. :) The options above are good promotional copy, but might not be best for social - particularly Facebook. We've been writing those a bit differently to get the most likes/commments/shares/eyeballs. And we've written a few already for FB in our content plan. (see below) We need to really think about how to make this appeal to 6 million FB fans, because it's a fairly niche promo. To make it work for the whole audience, William and I planned on pointing to a YouTube clip of some of last years movies. Plus, those movies are very shareable in the FB format. Post 1: We’re gearing up for another Firefox Flicks competition. Do you like to make movies, or know someone who does? Then you can help share the the message “Firefox answers to no one but you.” (link) For inspiration, check out one of the finalists from last time (YouTube video embed) --This one has already been approved through the social post approval chain. (It's due to go up this week, we work about a week out on these. If there are edits, they need to be in ASAP today Post 2: Get your shiny video cameras out and create a video to tell millions of people about Firefox. Here's some of the awesomeness from last year's Firefox Flicks competition. (past video) For localized posts, they still need to follow the best practices outlined here. We should link to a video from last year, and it should be written in such a way to appeal to a mass audience on FB. However, for the Twitter options, I think you're good with a few edits - except really try to use hash tags to target your audience. And use mz.la links Option 1 Calling all #filmmakers. Enter #Firefox Flicks for a chance at great prizes & exposure to celebrity judges. firefoxflicks.org #movies #film #FFFlicks Option 2: Calling all #filmmakers. Enter Firefox Flicks for a chance at great prizes & exposure to celebrity judges. firefoxflicks.org #movies #film
+1 to Carmen feedback in comment 5. I think the most important bit is that we appeal to a broad audience and the angle "Do you like to make movies, or know someone who does?" works well in that respect. Carmen, we can switch up the hashtags for each of the tweets to see which hashtags work better? I'd also suggest not using more than 4 hashtags in a tweet so it doesn't feel overdone/spammy. Some other hashtags to consider: #indiefilm #filmmaking #contest #indiemm #inspired
William - absolutely on the hashtags. I should've said those were off the top of my head. :) I like your #indiefilm and the #contest one. :)
(In reply to Carmen from comment #5) > Post 1: > We’re gearing up for another Firefox Flicks competition. Do you like to make > movies, or know someone who does? Then you can help share the the message > “Firefox answers to no one but you.” (link) For inspiration, check out one > of the finalists from last time (YouTube video embed) I'd like to confirm with Kristin here, but "Firefox answers to no one but you" isn't a line we generally use it external communications. Should we swap it out? We also won't have the "past winners" section of the site live for this round. Does it make sense to be showing these videos? Shouldn't we be linking them to the announcement video we're making instead (which has a montage of past winnders at the end)? > Post 2: > Get your shiny video cameras out and create a video to tell millions of > people about Firefox. Here's some of the awesomeness from last year's > Firefox Flicks competition. (past video) Same comment about past videos. Also, it wasn't last year, but 2006. > Option 1 > Calling all #filmmakers. Enter #Firefox Flicks for a chance at great prizes > & exposure to celebrity judges. firefoxflicks.org #movies #film #FFFlicks > > Option 2: > Calling all #filmmakers. Enter Firefox Flicks for a chance at great prizes & > exposure to celebrity judges. firefoxflicks.org #movies #film We made a last-minute change and are now referring to them as "Hollywood judges." Also, both these options appear to be the same copy (but maybe that was on purpose).
(In reply to Matej Novak [:matej] from comment #8) > I'd like to confirm with Kristin here, but "Firefox answers to no one but > you" isn't a line we generally use it external communications. Should we > swap it out? Agreed...that's more for internal positioning. > We also won't have the "past winners" section of the site live for this > round. Does it make sense to be showing these videos? Shouldn't we be > linking them to the announcement video we're making instead (which has a > montage of past winnders at the end)? +1 for linking to the announcement video.
Here's what I would suggest based on comment 9: Post 1: We’re gearing up for another Firefox Flicks competition. Do you like to make movies? Or know someone who does? Then you can help share our message. (link) Watch the video to learn more! (video embed) Post 2: Get your shiny video cameras out and help us tell millions of people about Firefox. Watch our video for all the details! (video)
I'm okay with the copy, but is there a way we can see the announcement video? Without seeing it, there's no way we can know if it speaks to the Facebook audience, or if that's the right place for it. Hard to know, however, without seeing the video. Can someone put a link in the bug? Or point me to a dev link or something?
Wow, sorry guys, don't know what I was thinking when I said we weren't going to have the past video section live for this round. We are, in fact. Maybe one post could point to the new video and the other to the past entries? Apologies again. I blame the jet lag.
Jet lag is a killer! :) William and I talked. We would be happy to get on a call and continue the negotiation, but I think this is what we agreed on. The video link. It's awesome. You know it is. :) (Except we didn't know about it until today.) However, we have 6 million fans on FB. Does this video speak to 30% of them? That's the benchmark we have to start using. It's the end of the year, and we've got several things going on at the same time. A goal for increasing likes/shares/comments significantly, promised posts to the Crowdrise project and the Foundation EOY fundraising, a 3.6 upgrade campaign with three new pages, etc. and only 3 weeks of posts to work with. William and I have been running some "tests" with videos recently, and while this is a great video - and we could Twitter the heck out of it - I can almost hear the crickets when we post it on FB. Example, the Add-Ons video was cute as a button, and bombed terribly. We're working on some best practices to help in the future, but we've just really started compiling the info, and right now we're working off of our experience with other posts. We're not saying we can't post about Flicks on the FB page. We can, but we have to do it in such a way that it makes sense. We have to do it so that we can get the engagement that we've come to expect for a promotion, and if we can't, we need to negotiate on how to get you the eyeballs in other promotional channels, like Twitter. Hey - there are still 600,000 fans there, and you can use the hash tags to really target, unlike FB! I think the FB post needs to use Matej's copy above: We’re gearing up for another Firefox Flicks competition. Do you like to make movies? Or know someone who does? Then you can help share our message. We should then link to an old video (the eskimo one? screaming IE?) through a YouTube link, and also link to the landing page, which then features your awesome video. Let me know if we need further discussions on a call - I'll set one up.
That works for me, though it saddens me not to see the promo video on our FB page, as I too think it's really, really good. You're super sure it won't work? I think when we have the teaser videos made they'll resonate a lot more with the FB audience. Anyway, everyone else okay with this plan?
Yah the video engagement stats on FB have been a little odd lately. Likely due to some algorithm change on FB's end... are we sure the videos are being distributed to *all* vs. a subset of the group? I'm pretty sure it has to do with all the various layers of updates FB has imposed on the feed. For one thing, the stream is really moving a lot faster than ever before... and people are able to customize what they see more... so brands are competing on a different level than before to get attention (IMO). We may want to consider social ads in video units. It's expensive I'm sure. But if we have a video we're really feeling good about, I think video ad units will help... though not sure where video ads stand these days in FB. I'm sure FB is also trying to encourage paid placement vs. free flowing content... and changing their algorithm to push ads more than before.... http://www.insidefacebook.com/2008/08/14/facebooks-new-social-video-ad-unit-is-an-engagement-magnet/
fwiw, I know that article is super old :) that's why i said I don't know where they stand these days. But it's an option we can consider if we need to. Otherwise, doing static ads on Facebook to promote this campaign is definitely a channel we should be looking into...
Thanks everyone for the comments. John & Matej are right on re: "Firefox Answers to No One But You" being an internal statement. We've pulled it out of every other external copy. I would really like to see the promotional video used on FB at some point. If we really really don't think its going to work with the announcement then I'd like to test it in January. I know we have a pretty aggressive Q4 goal of increasing likes, comments, shares and the numbers I saw from William have us close to that goal. If we have some great engaging posts in the next few weeks we should hit the goal. So, it bums me out to not use the video when we announce it this week but definitely want to test it in Jan. To that note we are discussing creating a series of videos to go along with Flicks. As we go through that process it would be great to get the feedback from the social team to ensure the FB audience will like the videos. With 6M+ fans this will be a key promotional channel for these videos.
(In reply to Tara from comment #16) > Yah the video engagement stats on FB have been a little odd lately. Likely > due to some algorithm change on FB's end... are we sure the videos are > being distributed to *all* vs. a subset of the group? Yes - most of the videos go out to an *all* audience (of English speaking fans, unless they're localized) I'm pretty sure it > has to do with all the various layers of updates FB has imposed on the feed. > For one thing, the stream is really moving a lot faster than ever before... > and people are able to customize what they see more... so brands are > competing on a different level than before to get attention (IMO). I think you're probably right. Which makes it even more important for our brand to be really careful about the kinds of things we promote in our feed. If the users don't think that our content is relevant to them, our content gets parsed through FB's algorithm, and thus all future posts show up with less importance in the feed. We may > want to consider social ads in video units. It's expensive I'm sure. But > if we have a video we're really feeling good about, I think video ad units > will help... though not sure where video ads stand these days in FB. I'm > sure FB is also trying to encourage paid placement vs. free flowing > content... and changing their algorithm to push ads more than before.... > > http://www.insidefacebook.com/2008/08/14/facebooks-new-social-video-ad-unit- > is-an-engagement-magnet/ Tara - that is an excellent suggestion. There are lots of promotional avenues we could pursue here that make sense for the Facebook fans and for the campaign.
(In reply to Kristin Baird from comment #18) > Thanks everyone for the comments. > > John & Matej are right on re: "Firefox Answers to No One But You" being an > internal statement. We've pulled it out of every other external copy. > > I would really like to see the promotional video used on FB at some point. > If we really really don't think its going to work with the announcement then > I'd like to test it in January. I know we have a pretty aggressive Q4 goal > of increasing likes, comments, shares and the numbers I saw from William > have us close to that goal. If we have some great engaging posts in the next > few weeks we should hit the goal. So, it bums me out to not use the video > when we announce it this week but definitely want to test it in Jan. To our point above, we have to compete with super relevant content in the FB feeds of our users. The more we post things we suspect aren't going to perform well, the more we lose the relationships with our users. However, we can continue the discussion on whether it's relevant in January. > > To that note we are discussing creating a series of videos to go along with > Flicks. As we go through that process it would be great to get the feedback > from the social team to ensure the FB audience will like the videos. With > 6M+ fans this will be a key promotional channel for these videos. We would love to be involved from the beginning to ensure the content that we are presenting to our users is the most appropriate and in the right places. Loop us in when you begin that process. William and I will likely have more concrete plans in place for best practices on the FB page. Meanwhile for this post, we've removed the "Firefox answers to you" language. All we need now is a video from the last round of the contest - either on YouTube or one we can upload to YouTube - and the link for the landing page you'd like us to point to. As well as a launch date. We had this scheduled for today, and only today found out it wasn't launching, so we want to make sure we get it scheduled into rotation among all the other things happening this week. As Chelsea said, things are going fast and furious!
and PS - don't be bummed too much. Again, Twitter is a much different - and still vast - social network that doesn't rank posts like Facebook does, also, it allows you to better target conversations with hash tags. Plus, with the new Twitter design, images and videos get more prominence when someone is on the Twitter platform, so let's see how that works! (Also, for Twitter, I recommend still using the YouTube link, to get a better idea of how many views the video gets.) Can you Popcorn in the link to the contest page? That way people can click directly from the video, rather than having to type in a url? Just an idea.
Thanks everyone. The flicks site is scheduled to go live tomorrow 12/13. The PR is happening on the 15th.
I am chatting with NoBox and they would like to localize the FB and Twitter posts for LatAm. After all of the great conversation yesterday will someone please share the final posts in this bug so that I can share these with NoBox. The posts above still include the link to the video. Thanks
Hi Kristin, We haven't gotten these approved through William's social approval process yet. William, can you give the go-ahead when that's done? But here's the one for tomorrow We’re gearing up for another Firefox Flicks competition. Do you like to make movies? Or know someone who does? Then you can help share the Firefox message. Check out one of the finalists from the last contest for inspiration (YouTube link to "It's Hot" video, which will show in FB), then visit (link to landing page) for more info. The proposed one for the next promotion, scheduled right now for the 27th is Get your shiny video cameras out and help us tell millions of people about Firefox. Here's a video from the last Firefox Flicks competition to inspire you to enter this year's contest! (YouTube link to video) You can find out more details here. (link to landing page.) We'll need to boil this down to 140 characters for Twitter. If you'd like to use the announcement video on Twitter, I think the suggestions above would work for that. Option 1 Enter #Firefox Flicks for a chance at great prizes & exposure to celebrity judges. (short url) #contest #filmmakers #FFFlicks Option 2: Calling all #filmmakers. Enter Firefox Flicks for a chance at great prizes & exposure to celebrity judges. firefoxflicks.org #movies #film Matej - feel free to come up with more if you'd like, for Twitter. We can get those approved later.
Sorry, meant to say the FB one is for Thursday. You mean today's not Wednesday? :)
(In reply to Carmen from comment #24) > We haven't gotten these approved through William's social approval process > yet. William, can you give the go-ahead when that's done? Will post back shortly once Thursday's social posts are approved.
These posts have been approved for Thursday and can now be localized for LatAm. Facebook: We're gearing up for another Firefox Flicks competition. Do you like to make movies? Or know someone who does? Then you can help share the Firefox message. Check out one of the finalists from the last contest for inspiration (YouTube link to "It's Hot" video, which will show in FB), then visit http://mzl.la/uWG5aE for more info. Twitter: Enter #Firefox Flicks for a chance at great prizes & exposure to celebrity judges: http://mzl.la/uWG5aE #contest #filmmakers #FFFlicks
(In reply to William Reynolds [:williamr] from comment #27) > > Twitter: Enter #Firefox Flicks for a chance at great prizes & exposure to > celebrity judges: http://mzl.la/uWG5aE #contest #filmmakers #FFFlicks I just want to make sure we're saying "Hollywood judges" for en-US stuff, but "celebrity" is right for anything we're localizing. Thanks!
(In reply to Matej Novak [:matej] from comment #28) > I just want to make sure we're saying "Hollywood judges" for en-US stuff, > but "celebrity" is right for anything we're localizing. Thanks! Noted, thanks Matej!
Status: NEW → ASSIGNED
Status: ASSIGNED → RESOLVED
Closed: 13 years ago
Resolution: --- → FIXED
You need to log in before you can comment on or make changes to this bug.