Handbook v1 TEST

“ We actually

have a real

community

people of

doing something

useful.”

“

- Mitchell Baker

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Learning Mozilla 1.0 What it Means to Be Open

Humble History Modular Ownership

How We’re Organized Map Business Structure Steering Committee

Communication, Community and Connection Channels Mozilla Spaces How We Decide When Open is Hard

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Learning Mozilla 1.0

It’s more than a t-shirt, more than code, more than fighting for open, for choice, for security. Being Mozillian is not a thing really, at all. Rather, it something each of us lives and breathes in our own unique way. It’s our connection to the story and to a set of values and beliefs about how the web can work.

If you haven’t already, now’s the time. The Mozilla Manifesto lives here and is meant to guide the impact we make: http://www.mozilla.org/about/manifesto.en.html

Now you know what you’re here for.

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Learning Mozilla 1.0 What it Means to Be Open

Humble History Modular Ownership

How We’re Organized Map Business Structure Steering Committee

Communication, Community and Connection Channels Mozilla Spaces How We Decide When Open is Hard

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Humble History

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What it Means to be Open

fadadfadssdf

2007.04.06 | 7

Cultural Issues: How We Win

Mistakes of action are forgiven. Mistakes of inaction are not.

Game changing ideas come from the bottom up.

Never stop changing.

Share best practices, but don’t legislate mediocrity.

We want mavericks, but no prima donnas.

Finger-pointing is for amateurs.

Bring solutions.

Find the politicians and kill them.

Execute – be tenacious and disciplined.

©2008 Razorfish. All rights reserved. This material contains confidential and proprietary information of Razorfish and may not be reproduced, distributed or disclosed, in whole

or in part, without its express consent.

2007.04.06 | 8

And Most Importantly…

Keep Clients Forever



2007.04.06 | 9

Succeeding @ Razorfish

Who We Are What We Offer Skill Disciplines Where We’re Going Concluding Remarks



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Mozilla @ A Glance

Razorfish is the largest independent interactive agency in the U.S

Leader in digital marketing services and technology.

21st Fastest Growing Company in the U.S*

Largest single buyer of web media ($300 MM)

Largest single buyer of paid search ($80 MM)

Largest independent interactive marketing agency ($90MM)

Strong and dedicated customer base of blue chip brands

Over 1000 professionals with 10 years average experience

Best of breed talent acquired through mergers: Avenue A, Razorfish, Scient/iXL, Lante, marchFIRST, and USWeb/CKS

Founded in 1997 -Profitable and growing

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Mozilla Spaces at a Glance

Razorfish Western Region »  Seattle »  San Francisco

Razorfish Central Region »  Austin »  Chicago »  Atlanta

Razorfish Eastern Region »  New York »  Philadelphia

Razorfish International Offices »  London: DNA »  Frankfurt: Neue Digitale »  Sydney: Amnesia »  Shanghai & Hong Kong: e-Crusade »  Japan: Dentsu / Digital Pallette (alliance) »  Paris: Duke

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Long Standing Client Relationships



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Head Honchos

Clark Kokich »  Chairman of the Board

Bob Lord »  Chief Executive Officer

David Friedman »  President, the Americas

Alicia Shankland »  Global VP, Human Resources



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Head Honchos in the West

Christian Juhl

»  President Joe Mele

»  Media & Marketing, Seattle Garrick Schmidt

»  Experiences & Platforms, Seattle Frank Kochenash

»  Strategy & Innovation, Seattle Jennifer Friese

»  Microsoft, Portland Mark Waggoner

»  Creative, Seattle Christopher Follett

»  Creative, San Francisco Peter Guagenti

»  Client Engagement, San Francisco Jason Carroll

»  Client Engagement, Seattle

2007.04.06 | 15

Succeeding @ Razorfish Who We Are

What We Offer Skill Disciplines Where We’re Going Concluding Remarks



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A Synergy Of Disciplines

insight creativity strategy technology optimization



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Our Solutions

Web Media

Paid Search and Search Engine Optimization

Data and Analytics eCRM

While most marketers approach the Internet as a broadcast vehicle, we see it as a powerful channel for managing customer relationships. It enables you to personalize communications with your customers, ensuring that your messages reach the right audience through the right media.

AR|Search offers best-in-class search engine marketing services, leveraging technologies, methodologies and expertise to help our clients grow both sales volume and profitability.

More than ever before, the online channel allows you to track your performance. Through sophisticated data modeling and analytics, we can ensure that you continually optimize your channels and creative approach to achieve extraordinary results.

Our user-centric approach to managing customer relationships puts customer needs and goals at the core of every campaign or solution we design improving customer loyalty, advocacy and ultimately, the lifetime value of the customer.

Customer Websites Strategy

Creative + User Experience Design

Portals / Extranets

Our approach to Website design and development begins with an analysis of your customers' behavior and motivations. We define customer segments, intentions and goals and merge this information with your business requirements to create a strategy that impacts both.

All our marketing strategies reflect two key considerations. First, they're designed to complement your business plan and your brand. Second, we take into account how the strategy relates to all your channels.

The richness and depth of our strategic work requires an equally robust creative product. Our goal is to create a powerful, emotional experience that resonates with your audience from the first moment they encounter your brand through the entire Customer Experience Journey.

We use best practice, user-centered design methodologies to design and extend company intranets, partner extranets, digital dashboards, enterprise portals, eTraining sites and knowledge management systems so they give you a distinct competitive advantage.



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Succeeding @ Razorfish Who We Are What We Offer

Skill Disciplines Where We’re Going Concluding Remarks



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Client Management

Client Partners, Account Directors and Account Supervisors lead development of integrated digital strategies to reach client’s marketing goals and objectives

Manage client relationship and contract

Guide internal team



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Account Planning

What is Account Planning?

The name is perplexing, but its function at Razorfish is not. Simply put, Account Planning is charged with bringing a qualitative perspective to Razorfish’s creative, media and strategic product.

What is a qualitative perspective?

It’s an insight. An observation. A strategic idea. Which comes from information gathered from a small sample of people. To that end, Account Planning doesn’t replace our various data-driven offerings. It’s additive – and a practical partner to Client Results and CIG.

Where does the perspective come from?

Account Planners are often thought of as trend spotters, futurologists and philosophers. While there is a bit of that to be sure (maybe not the philosopher part), Account Planning at Razorfish is driven foremost by qualitative research – not navel gazing. Account Planning leverages traditional research methods like focus groups, ethnography, diaries, street interviews, and panels. Increasingly, the digital space has provided rich wellsprings of information in the form of blogs, buzz indexes, profiles, message boards and the like, which have proven invaluable in getting the strategic ball rolling.

Why do you need some?

Account Planning is theoretically a line function. As such, it’s not required equipment. Further, it’s not a profit center for Razorfish. But when it’s brought in early, it can have a sizable impact. Account Planning can contextualize the plan, provide the point-of-view, tell the story, focus the thinking, spark a creative idea, frame a media idea, and help the client recognize the power of a recommendation.



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Consulting

Our Mission

To provide clients with data-driven marketing insights that help them achieve higher return on marketing investment

What we do

Campaign analysis: evaluate campaign performance and identify drivers for success

Branding studies: measure impact of marketing activities on brand and attitudinal metrics

Segmentation/Targeting: segment customer base for optimal targeting and messaging strategies

Search 360: identify search keyword path and keyword stacking effect for bid optimization

Cross-channel measurement: use ChannelScope to track the impact of online advertising on offline sales

Site usability/effectiveness: optimize website performance and conversion rates

And much more

Who we are

We come from backgrounds in Business Administration, Mathematics, Statistics, Psychology, Sociology and English. We share the passion for uncovering the value of data and information. We have built our expertise in data mining and modeling, statistical analysis, market research and marketing science.



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Media Planning & Buying

Strategy

Data-driven approach to planning, buying and optimizing campaigns.

Buying Power

Over $300 million per year. Largest independent buyer of online media.

Research

Use proprietary & syndicated tools to develop key insights.

Targeting

Reach the right people at the right time to achieve the desired results.

Integration

Media plans to support client’s overall offline and online marketing goals.



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Paid Search

Types of Search Engine Marketing (SEM) »  Paid Placement (or PFP/pay for placement)

•  On behalf of clients, Search purchases relevant keywords on search engines such as Google, MSN, and Yahoo.

•  Client only pays when a user clicks on their advertisement

»  SEO (search engine optimization) •  Search uses proprietary technology &

expertise to recommend changes to client’s website which will improve their natural rankings on search engines

»  Paid Inclusion •  Pay on a cost-per-click (CPC) basis for a URL

to be indexed (but not ranked) by a search engine, primarily through Yahoo Site Match

Search »  Largest purchaser of paid listings: $132MM+ this

year »  Expertise: Keyword expansion, bid management &

optimization, campaign creative and landing page optimization

»  Integration: Learnings from SEM and web media shared to improve planning and results

»  Team experienced managing clients using 100,000+ keywords



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Media Technology Services

Pre-Production

Consulting with clients to determine technology needs required to achieve marketing objectives

Production

Flawless execution of technical campaign launch activities

Post-Production

Troubleshooting Atlas and vendor issues; finding root causes and bringing resolution

Consultation

Analysis of client marketing goals; structure technology delivery to obtain best results

Innovation

Bridging gap between present Atlas capabilities and client needs where no standard solutions exists



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Advertising Services

Campaign Execution and Analysis »  Client Service

•  Day-to-day client contact •  Manage tactical client projects,

communication and updates »  Data Analysis

•  Monitor delivery and performance •  Compile data reports and summarize key

learning to maximize optimization •  Analyze and recommend creative rotation

revisions »  Project Management

•  Manage creative process with creative developers

•  Coordinate timelines and ensure successful & timely campaign launch

»  Flawless Execution •  Extensive QA •  Continuous delivery check



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Business Intelligence Reporting

Custom Reporting and Business Intelligence

A team of developers and analysts who develop custom reports and analytics solutions designed to answer the customer’s specific business questions.

»  Available to clients who purchase these additional customized services

»  Improves efficiency of Razorfish client teams (frees the Account Managers from repetitive work)

»  Source of competitive differentiation for both Razorfish and our clients (level of integration and complexity are not available from competitors)



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Site Optimization

How can a company strengthen their website? »  Better Data > Better Results

•  We arm clients with objective data on how actual visitors are interacting with their sites. Insights regarding traffic flow, conversion rates, and user issues advise clients on site redesign to decrease lost acquisitions.

»  Technology + Expertise •  We developed our own proprietary data-

capturing technology that we meld with usability and optimization expertise to provide not only data but insights. Actionable Results. These insights are highly actionable and produce quantifiable results.



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eCRM & email

Razorfish’s focus is the email portion of Customer Relationship Marketing (CRM)

Approach »  Integrated Online Strategy – increase results by

understanding consumers and employing strategic targeting

»  Accurate Reporting and Optimization »  Advanced Reporting and Analytics »  Proven Email Deployment Technology



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Business Development

Win new clients for Razorfish by: »  Identifying promising industries and category

leaders within those industries »  Driving toward meetings with top prospect

companies »  Working with a cross-functional team to develop

digital marketing strategy tailored to each such prospect

»  Coordinating a pitch team to rehearse and present that strategy, with supporting media and creative assets

»  Seamlessly handing off each new prospect to Client Results to build a productive and growing relationship



2007.04.06 | 30

Web Development Technology

We’re developers & architects and we develop web sites!

Starting with visual designs (from the creative discipline) and information architecture (from the user experience group), we develop, test and deploy the code for the actual web site.

We use various technologies but the big ones are Microsoft .Net, Java and Flash.

Small projects are developing user experience prototypes or developing technical proof-of-concepts.

But most projects are large-scale enterprise systems that are deployed to the Internet, such as eCommerce sites or enterprise portals.



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User Experience

User Experience is all about a very common-sense proposition that is surprisingly hard to keep in focus: our designs should meet the needs of those who use them.

Corporations today turn to the internet to serve their customers more efficiently, to gather customer data, and to deepen their relationships with their target audience. However, reliance on technology can make customer interaction more difficult. Visionary thinking is needed to create applications where interaction with technology replaces interaction with people.

Our solutions stand apart because they are built to complement the actual behavior of users. Based on a rigorous understanding of how people use online applications, we are able to create compelling and intuitive interfaces that drive higher rates of adoption – and therefore greater value to an organization.



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Delivery Management

Delivery Management works very closely with every discipline to provide integrated digital marketing solutions for our clients. As a base responsibility, Delivery Management ensures that projects finish on-time and on-budget. At Razorfish, you can also expect Delivery Management to provide leadership and direction and to pave the way for team members to do their jobs. Some examples of Delivery Management responsibilities:

»  Understand the client’s needs and business objectives and be able to translate for our teams

»  Develop and execute the project plan according to requirements, budget and other constraints

»  Communicate day-to-day decisions and tactical direction to the project team

»  Help resolve client relationship and engagement issues

»  Control project scope and ensure change management processes are followed

»  Ensure deliverable review and sign-off

Just about every client project has someone from Delivery Management on the team, so you’re sure to meet one of us soon. Welcome- we’re looking forward to meeting you!



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Creative Design

MSN 9 Interactive Demo Visa Olympics Web Site TAJ Hotels Web Site

Postopia Web Site XBOX Packaging Harmon Kardon Product Launch

Adidas Kevin Garnett Web Site Southwest Airlines Web Site Jiffy Lube Web Site



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©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and may not be reproduced, distributed

or disclosed, in whole or in part, without its express consent.

How The Disciplines Work Together

Online Advertising & Branding

»  Targeted Campaign Planning, Execution, and Optimization

»  Brand Strategy and Branding/Identity Creation

Search Engine Marketing

»  Paid Search Planning, Execution and Optimization

»  Natural Search Planning, Execution, and Optimization

Websites & eCommerce

Plan, Develop, Manage, and Optimize:

»  Corporate Websites

»  eCommerce Websites

»  Marketing Microsites

»  Online Support Websites

eMail & eCRM »  Targeted

Retention Email Programs

»  Loyalty Programs

Extend

Support

Convert

Attract

Integrated Data & Technology Platform

2007.04.06 | 35

Succeeding @ Razorfish Who We Are What We Offer Skill Disciplines Where We’re Going Concluding Remarks



2007.04.06 | 36



Characteristics Of The Current Business Environment

Rapid change / disruption

Technology-driven Silos don’t work

Internet adoption and broadband penetration have pushed us past the tipping point

The change is caused by technology, so the solution will be driven by technology.

Companies need to break down their silos, and their partners need to drive that change.

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We Own A Unique Position In The Marketplace

Agencies Focused on building

awareness

Online Channel Specialists

Putting technology at the service of customer creation — to drive superior business

results

Technology Consultants

Builders of technology systems



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The Breadth Of Our Services Will Continue To Grow

Strategy

Web Media & Creative

Paid Search SEO

eMail eCRM

Customer Websites

Portal Extranets

Site Analytics ITV Mobile ???

User Experience

Segmentation & Personalization

Data & Analytics

Technology



2007.04.06 | 39



Our Mission invent

the digital future.

2007.04.06 | 40



Our Strategic Imperative

bursts turn

brilliance of by individual teams into

world-class consistent

quality across the organization.

2007.04.06 | 41

The Local Versus National Paradox

We must have local control to make sure client-facing teams are empowered to make the right decisions quickly.

The best ideas are generated from the bottom up, by talented teams working on hard client problems.

Yet…

We need to implement national initiatives in order to take it to the next level:

»  Investment in new technologies/technology partnerships

»  Best practices/sharing of innovation »  Personal development and growth



2007.04.06 | 42

Succeeding @ Razorfish Who We Are What We Offer Skill Disciplines Where We’re Going Concluding Remarks



2007.04.06 | 43

During The Next 30 Days…

»  Make sure you have reviewed all pertinent paperwork with HR

»  Attend an HR Orientation »  Talk to at least 5 people »  Ask your Manager who you should meet with

(in order to better understand your role & the business) and schedule lunch, coffee, or meetings with them

»  Have your Discipline Lead give you an overview of your discipline and the organization

»  Meet with your Manager to discuss your immediate & long-term goals

»  Ask questions!



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And Most Importantly…

Have FUN!!!



2007.04.06 | 45



Announcing the new

Built-in Orderly Organized Knowledge device (BOOK)

The BOOK is a revolutionary breakthrough in technology: no wires, no electric circuits, no batteries, nothing to be connected or switched on. It's so easy to use. Just lift its cover. Compact and portable, it can be used anywhere – even sitting in an armchair by the fire.

Here's how it works...

Each BOOK is constructed of sequentially numbered sheets of paper (recyclable), each capable of holding thousands of bits of information. These pages are locked together with a custom-fit device which keeps the sheets in their correct sequence.

2007.04.06 | 46

For Paid Staff Who We Are What We Offer Skill Disciplines Where We’re Going Concluding Remarks



Handbook v1 TEST

Documents

learning mozilla

mozilla manifesto

open fadadfadssdf

express consent

real community people

s leader

best practices

growing company