Drumbeat/groundgamenotes

Exercise 1:

Group 1 Audiences:

• Youth Jr. High to university Students
• Retired people/ librarians
• Download day’ers

Download dayers –

• Message: you have only scratched the surface and you can do more for the Web.
• Value: Opportunity to do more and a feeling of contribution.
• Meta messaging: the Internet is a public resource.

Group 2 Audiences:

• People who have been affected by security problem
• Baby boomer Firefox users coming from IE

People who have been affected by security problem

• Messages: How Firefox protects the every day user now and into the future – making process accessible.

Mozilla is a non profit and the goal is to protect the user

• Value : W flash player updated
• Leveraging the SUMO data that exists – making it accessible so other people can learn from the top ten SUMO problems. Helping them be less scared about updates

Group 3 Audience:

• Students liberal arts and theoretical mathematicians
• Pirate party
• Developers for other browsers

Pirate Party/students

• messages: balancing between public and private good. Technology choices can influence this
• Value: Able to offer the pirate party a degree of legitimacy and share a common vision
• Students: give them a place to join/ something to do
• Browser vendors: don’t always have to be evil just because they don’t share the same value

Group 4 Audiences:

• Developers
• Students
• Influencers

Messages

• Developer: Most exciting, innovative platform. Give them opportunities for platform development
• Students: Can learn through Mozilla, open internship can work with them and don’t have to be an intern
• Influencers: our success is up to them and they can be involved, we want to give them knowledge for what they have done

Group 5 Audiences:

• Influencers,
• Web developers
• Internet business owners

Press policy makers, and thought leaders:

• Messages: Provide them with a vision for decision maker
• Value: Provide a framework for a place to discuss, we can give them data and research
• Internet business owners: we can preserve business opportunities, and the freedom to choose the partners they want to work with

Audiences:

• Web Developers,
• Users,
• Members of the Press

Press

• Message: Want to emphasize that we are a different/human organization, an organization rather than a company, give them the right material and compelling stories that are different.
• Value: Giving them refreshing, different stories to write about that affect their users, and allow them to influence other people to tell them our stories.

Web developers:

• Message: We care about the Web’s potential and how developers can make it better
• Value: give them great tools, technical excellence and innovation.

Exercise 2:

Download dayers: Move to passive supporters to active contributors. Identified three main goals – do something that has a main impact on the web/tangible. Symbolic- that makes them feel like they belong to the Mozilla community – recognition. Email campaign: theme: making the Web better

• First email: “hi from Mozilla”

“Thanks for making the web better, want to do more?” Ask them to upgrade to a modern browser, not just themselves

• Second email: Thank them for making the web better

Ask them if they want to take it to the next= level/want to do more? Install security check plug-ins

• Last email: Ask them to organize a meet up or event to encourage others to follow in the same footsteps and make the web better

“Set up a Web watch in your neighborhood”

Internet Business Owners Goals: Make sure their web site is compatible and standard and tell others how that web site changed their life and made their business better. Wanted to focus on the incompatible with Firefox web sites.

• Email: “Did you know that 310 million people cannot access your site”

Click to action by finding out more and looking at user reports – not going to be a quick fix since they need time

• Month Later: “22% of users cant access your site”

Emphasize that it’s a small change Call to action “ Ask your web developer about this”

• Third: “Its really easy to see how”

Focuses on case studies and stories, Call to action: tell other business and groups

Add-Ons developers Add-ons mentorship Goal: establish a pairing of groups that are ready to establish the next great add on

• First email: recruiting mentors from our group of Add on develpo0pers

Would you like to join this group of mentors

• Second email: people looking to get started but don’t really know how
• Third email: Enough time to structure the pairing and figure out who would work best together and introduce them to the pairing

Pirate Party Need to do a little bit of research to national leadership everywhere. Look a little deeper into FFx customization. Need to be a little more prescriptive in technology choices, adopt a number of technology partners, free software foundation, Mozilla, etc. Really want to meet with them face-to-face and recommend that they start to make choices in that they are specific in what they say

• Email: reach out and propose tech partners
• Second: We would like to meet
• Third: A position we would like them to take – Mozilla as a think tank, through this we think they would put Firefox in their platform for recommendation

Web Developers: Mozilla Hacks Camp. HTML5, Help Lab, CSS Help, etc. Ask questions and interact with developer crew, generate a low volume list service to interact and keep the conversation going. Also, do video podcasts where people can talk and discuss and ask questions about the topic at hand to experts.

People who have been affected by a security problem Campaign around the 3.6 launch 1. How we do protection 2. 2. What it means to be protected 3. Our goal and a nonprofit

• First email is around 3.6 launch – ask people to install 3.6
• Second email – first update 3.6.1 as a teaching moment and why we do regular security updates, etc.
• Third – Ask people to install security updates and other programs on their computer, as well as talk about the wider security updates