Closed Bug 805235 Opened 12 years ago Closed 12 years ago

[Social APICampaign] 1-off Email design + copy

Categories

(Marketing :: Design, task)

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

Tracking

(Not tracked)

Status:
RESOLVED FIXED

People

(Reporter: tshahian, Assigned: tyronflanagan)

References

Details

Attachments

(4 files, 4 obsolete files)

Social API - Email (1)
281.00 KB, image/jpeg
Details
Social API - Email (revised)
291.43 KB, image/jpeg
Details
Social API - Email (2)
284.95 KB, image/jpeg
Details
Social API - Email - Cut & Flattened PNG images
272.64 KB, application/zip
Details
Placeholder for the 1-off email design and copy that needs to be created in support of the social api launch.
Blocks: 795036
Blocks: 805242
Thanks Tara for opening this bug - I was holding off as we waited for the agency. We have this 1-off email for social API on our email calendar for a December 4 send date, per agreement with LoFo. For these 1-off efforts, the larger team boiled our timeline down to the quickest turnaround possible. From start to finish, that's three weeks. That means the dates that we'd need to get this email complete would be as follows: Tuesday, Nov. 13 - copy due to start Thursday, Nov. 15 - draft copy due for team review Friday, Nov. 16 - final copy due Friday, Nov. 16 - copy to localizers. Monday, Nov. 19 - design due to start Nov. 22-23 Thanksgiving holiday U.S. Tuesday, Nov. 27 Social API design due Nov. 28-30 Jess codes newsletters Dec. 3 - test send Dec. 4 send Also cc'ing Jess and Winston
Hey there I wanted to touch base on this again, as I know we're running into some - what's the PC word - challenges? :) If we need to, for timing, we can send to EN on Dec. 4 and send the localized versions later. Winston says that covers 90% of our list. I do want to say that the above schedule doesn't take into account that we just found out we need to get Facebook approval. So far, that's not moving as fast as we'd like. I also want to say we have a tiny bit of flexibility, and we want to do whatever we can, but there's also a hard wall that we're approaching quickly. Just keep it in mind moving forward. :) Thanks.
Thanks Carmen LoFo / Chelsea... please let me know when you'd like to go live here (nov. or december) and we'll work towards that.
Just to clarify. As I understand it, we've all decided on a Dec 4 email launch. Carmen is proposing that if things run late and we're not able to localize in time to code and send on dec. 4, we can still push EN live on Dec 4 and trickle the remaining localized versions after.
Checking in on this bug. The outline is due to Matej next Tuesday to begin copy. Are we going to make that deadline? Is it possible to get a status - perhaps there's no longer a need for a 1-off in December? (I heard rumblings of waiting until Jan.) Please advise. Especially since Facebook has to approve everything, and timing on this is already tight, the send date will likely slip if we don't keep up with these dates.
It's all doable from my POV. We'll have a good chunk of the copy done in the next few days so we should be able to repurpose a lot of other elements for this, but it will help me to get an outline so I know how much copy you'll be looking to have for this. If possible, I'd actually like to have this wrapped up by next Tuesday since I leave for MozCamp on Wednesday.
Faster is better. :) Here's the direction for the email. Winston would like it to be short on copy, high on visuals. Something along the lines of the Facebook page https://www.facebook.com/about/messenger-for-firefox except with more Firefox-y graphics. So: 1. One paragraph of copy explaining the user benefit 2. "Turn it on" CTA (whatever the CTA is) should be above the fold The more the copy you write for the custom FB tab is the same as this, the less cumbersome the review process will be. Unless the brand/product teams have other feedback. I've sent an email to clarify, but let's charge ahead with this right now.
Since this will link to Facebook's Messenger page (https://www.facebook.com/about/messenger-for-firefox), I didn't want to make the copy exactly the same so it's not totally redundant, but the following is all based on copy that Facebook has created or approved: Introducing Facebook Messenger for Firefox Now you can be the master of your social circle and keep up with friends wherever you go on the Web. Chat while you browse and see new updates instantly, without having to open a new tab or window. Add it to Firefox today! »
Here are some alternate versions of this that use some new language we came up with this afternoon. Also exploring different ways of presenting the copy. [VERSION 1] Introducing Facebook Messenger for Firefox Now you can be the master of your social circle and keep up with friends wherever you go on the Web. Chat while you browse and see new updates instantly, without having to open a new tab or window. Enjoy some of your favorite Facebook features right from Firefox to make browsing more social. Go to Facebook to turn it on » [VERSION 2] Introducing Facebook Messenger for Firefox Now you can be the master of your social circle and keep up with friends wherever you go on the Web. Chat while you browse and see new updates instantly, without having to open a new tab or window. Enjoy some of your favorite Facebook features right from Firefox to make browsing more social. Go to Facebook to turn it on » [VERSION 3] Introducing Facebook Messenger for Firefox Now you can be the master of your social circle and keep up with friends wherever you go on the Web. • Chat while you browse • See new updates instantly • Make browsing more social Add it to Firefox to enjoy your favorite Facebook features right from your browser. Go to Facebook to turn it on »
Thanks Matej - I'll work with Winston and Jess to noodle on this today. I'll put it into a Google doc for comment.
Time for design! :) We've decided to use the What's New page layout and copy as inspiration for this 1-off email. (The page that says "horray! you're firefox is up to date!" We need 2 buttons to test the CTA. The first should say "Go to Facebook to turn it on." We're still working on the copy for the second CTA button. Will update the bug as soon as we decide. We'll send the finished design/copy back once more through Facebook for their okay.
Assignee: tshahian → tyronflanagan
The second CTA button has been decided. "Get started" Thanks
Attached image Social API - Email (1) —
Layout looks great to me. One question for matej - can we add "Introducing" to the headline? The headline feels a little awkward without it. If not introducing, another word.
Thanks Ty, few comments from me: * The chat box being cropped that way is unfortunate. I don't feel it adds much value at this level. Can we try nudging the promo to the right some more so that we see at least half the profile images - OR - just taking out the chat and making sure the hat graphic shows more. Likely the latter is our best bet here given the layout. * It's very likely that Facebook will have an issue with the new icons that you've designed - though I appreciate it, I just want to make sure we have a contingency plan. The icons are capturing the two main value props: chat and notifications - both of which are part of the facebook jewels.. so they may see this as a redesign of existing icons associated with the feature's functionality. Is there another option we can explore here without the icons?
(In reply to Tara (musingt) from comment #16) > Thanks Ty, few comments from me: > > * The chat box being cropped that way is unfortunate. I don't feel it adds > much value at this level. Can we try nudging the promo to the right some > more so that we see at least half the profile images - OR - just taking out > the chat and making sure the hat graphic shows more. Likely the latter is > our best bet here given the layout. I'd prefer erring on the side of showing the chat module with the cost of making the overall graphic smaller, so that it's clear that you can chat from anywhere on the web. Right now it's not obvious that the user isn't on facebook.com. See what you can do, and if this proves impossible let's go without splicing the chat in half. > * It's very likely that Facebook will have an issue with the new icons that > you've designed - though I appreciate it, I just want to make sure we have a > contingency plan. The icons are capturing the two main value props: chat > and notifications - both of which are part of the facebook jewels.. so they > may see this as a redesign of existing icons associated with the feature's > functionality. Is there another option we can explore here without the > icons? I'll send this to Facebook today to see what they think.
(In reply to Winston Bowden from comment #15) > Layout looks great to me. > > One question for matej - can we add "Introducing" to the headline? The > headline feels a little awkward without it. If not introducing, another > word. We've struggled with this in other places, too, because Facebook and Messenger are so long, that's why we added the "new" snipe in the top right (which was direction that came from Chris). I think in this case adding "introducing" would bump everything down further, including the button and image. The best option I can come up with is "Facebook Messenger for Firefox is here," though it's not consistent with what we're doing elsewhere. Would everyone be OK with that?
quick thoughts: * what if we update the copy to reflect what we've done elsewhere: "now you can keep up with friends...blah blah" * or, take the "new" and add it as a ribbon or burst somewhere near the header vs. in the corner.
(In reply to Tara (musingt) from comment #19) > quick thoughts: > > * what if we update the copy to reflect what we've done elsewhere: "now you > can keep up with friends...blah blah" I think we didn't do this because we were trying to keep the subhead to one line, but it definitely adds to the newness/urgency. I'm good with it if it works for Ty.
I'd prefer the approach Matej outlined above. "Facebook Messenger for Firefox is here."
Attached image Social API - Email (revised) (obsolete) —
Updated the heading copy and reduced the size of the hero graphic to show more of the chat window.
as expected - Facebook had an issue with the icons on the right side. Ty, can you please come up with a different solution? (check email for details) thanks!
Attached image Social API - Email (revised) (obsolete) —
removed the icons as per Facebook's request and eplaced it with a single instance of the FB Messenger icon above both points to maintain having a visual anchor for the copy points.
Attachment #681146 - Attachment is obsolete: true
This is looking good to me! Don't forget, we're testing a version of the button that says "Get Started" - I'm assuming FB would need to see that mock as well.
Attached image Social API - Email (2) (obsolete) —
This uses the other "Get Started" CTA
Looks good to me. Jess will need some help coding the "New" image on the right. She's filing a bug for that.
Blocks: 811840
Filed bug 811840 for webdev help slicing the "new" image on the right. This looks good to me as well. If we're good to go, please close this bug so slicing can begin. Thanks!
Thanks Ty, looks great. If you don't mind could you take out the UI elements from Etsy and nudge the hat image up so it's more visible? I feel like it's wasted space right now and we can add more value / cool factor by moving the hat up - we've done that on other/similar images. please :)
resized and repositioned the image with the hero graphic
Attachment #681599 - Attachment is obsolete: true
Attached image Social API - Email (2) —
..and also with the alternate CTA
Attachment #681606 - Attachment is obsolete: true
I flattened and separated the images within the email and zipped 'em up. Here is also the PSD (if needed): https://www.dropbox.com/s/e3ku8ra066bzjlt/SocialAPI_Launch_Email.psd.zip
closing! Thanks Ty.
Status: NEW → RESOLVED
Closed: 12 years ago
Resolution: --- → FIXED
Added in the NEW Tag image.
Attachment #681665 - Attachment is obsolete: true
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