Purpose: answer the question 'what would one year of global Drumbeat activity look like if we focused on the broad topic of protecting the web as a public resource?
- Web As Public Resource campaign
- Broad effort to frame the conversation about the web as a public resource, and to establish a global community of people committed to working on this topic
- Timing: throughout 2010
- Geography: global?
- Language: multiple?
- Goal #1: Define and shape public conversation about the web as a public resource
- Success metrics: web as public resource concept clearly articulated, circulating widely in traditional media and online
- Goal #2: Well organized Mozilla Drumbeat community doing public education and running campaigns
- Success metrics: 10,000 (???) people active members of Mozilla Drumbeat online community, identifiable local organizers / hubs in 50 (???) cities
- Goal #3: Specific topics related to 'health of the web' better understood, ideas for public behaviour change and new tech on the table
- Success metrics: basic campaigns on specific topics like security and identity up in running by 2H 2010, significant number of people participating, media noticing
- Smaller goals
- Establish Mozilla Drumbeat as big tent where others interested in web as public resource can gather
- Make connection between Mozilla products aimed at current open web issues (e.g. identity) and broad public benefit agenda
- More generally, deepen awareness of Mozilla's role as a public benefit org, especially in Europe
- Main segement: 8 million people who participated in FF3 Download Day, or who have been involved in SpreadFirefox
- Goal is to move these people from being supporters to being active participants ...
- ... and from thinking about one product to thinking about the web
- Likely sub-segments:
- Bloggers and people who create content online, but not about tech (e.g. knitting bloggers)
- Web developers and others who make their living from the web
- Heavy social media users who also use Firefox / know Mozilla
- People who attend BarCamps, Ignites, etc. but not yet involved in Mozilla
- The focus is on expanding the Mozilla community, going beyond our existing core
Key messages are:
- The web is an important public resource. We all have a role in keeping it healthy.
- A healthy web is one based on open technology that anyone can use to innovate and express themselves without asking permission.
- We all help create the web everyday. By contributing to the web -- and making the right choices -- we keep it healthy.
- Probably needs stronger and more specific messaging around HTML5 / open web technology. Although, will do separate scenario specifically on this.
- Consider using visualizations of 'what makes up the web' as way to make some of this real for people
- Defining the web as public resource or commons
- The open web: as technology and as ecosystem
- Health metrics for web as public resource
- When are things good? When are they bad? How do we know?
- Current challenges facing the web:
- Security, identity, data, net neutrality, control in mobile, open web tech adoption
- Scope = general definition of these areas, not deep dives
- Public attitudes about the web as public resource
Out of scope
- Deep dives on specific challenge areas
- Direct work on policy issues
- Copyright and content issues?
- could be in scope if CC big part of this
- what else?
- Centre for Democracy and Technology
- Creative Commons
- Ford Foundation
- Pew Internet Program?
- Web Foundation?
- Public Knowledge?
- Yale ISP?
- Harvard Berkman?
Campaigns and Activities
Bongo: online campaigns
- Core message: the internet is a precious public resource, you can help keep it health
- Q1 and 2 campaign: what the internet means to you
- Core = Jesse Dylan Mozilla video on the web as a public resource
- Followed on by people making their own video statements and remix about what the web means to them
- Feeds into Firefox Flicks type contest for 'best film explaining why the web is a precious public resource to normal everyday people'
- Q3 and 4 campaigns: concrete things you can do to make the web better
- People taking action the measurably makes the web better (e.g. more secure or more 'modern')
- Like the current internet health check, but simpler to do and more direct impact
- Build around OneWebDay, and possibly year 2 of Mozilla Service Week
- Need to include significant community recruitment and online fundraising elements throughout all of this
Conga: ground game / local
- Two parallel activities build the ground game:
- Small 'Mozilla Drumbeat Clubs' that people organize in their cities
- Large numbers of presentations and workshops at existing local events
- Clubs are simply two or more people in a city who want to work on Drumbeat
- We provide simple online infrastructure and campaigns to participate around
- Local events are based on downloadable, remixable presentations
- Topics are both broad (web as a public resource) and specific (open web tech, HTML5 and you)
- Would also draw from online campaigns (e.g. screen best films from the contest)
- Help community identify Ignites, BarCamps, etc. that they can present at
- This part articulated in more detail in the Conga local event strategy developed jointly by Creative Commons and Mozilla
- People who take the lead at a community level are prime candidates for participating in the big annual event
Tympani: thought leaderships and major annual event
- Event title: State of the web as a public resource
- Big tent event for companies, public benefit orgs and others committed to keeping the web a public resource
- Goals: map the terrain (who's doing what), identify concrete campaigns for H2 2010, build a tight, committed network to roll out these campaigns
- Takes place in Q2 2010, located in Europe or Canada if global campaign
- Commissioned research and prep critical to the event
- 'State of the web as a public resource' draft discussion paper (regional?)
- Baseline opinion research on public attitudes about the web as public resource (Pew?)
- Also, possible visualization project -> generating picture of what the web is and when it's healthy using live data. Notes.
- Smaller prep events w/ partner orgs and communities (see above)
- People love the web
- Good starting place for conversation about its social meaning
- Broad framing avoids political, partisan or divisive
- Existing Mozilla community and brand
- Esp. localizers and campus reps
- what else?
- Topic is very broad, squishy to some
- what else?
- Establish *social* lens through which people and org think about the internet, make decisions
- Shift public conversation so that people look at issues like data and identity through this lens
- Create big tent of people and orgs committed to open web
- Build ground game that can be used on more specific issues
- Create a 1-2 punch on critical internet issues by leading with product (e.g. weave) and following with explanation of internet issues it addresses (e.g. control over your data)
- what else?
- Multiple languages / global is hard
- Campaigns too general = hard to get people involved
- Hard to move people from 'loving the web' to 'i want control over my digital identity'?
- Community or partner orgs try to drive towards advocacy and policy
- what else?
- Solid architecture of participation
- Community needs simple way propose, execute and share own campaign ideas, materials etc.
- High level of involvement from people passion and credibility on broad internet issues
- This is mix of core team, fellows and community
- People with campaign, event organizing and fundraising skills
- Community and partners to lead baseline research component
- Great web platform / online community
- People w/ organizing skills on ground in whatever we select as key geographies
- Ability to quickly turn around new web campaigns
- Ability to localize
- Occasional access to Firefox start page snippets to drive traffic for online campaigns
- Close cooperation w/ Mozilla marketing, evangelism and labs
- What else?
- Online fundraising in N. America (and maybe Europe?)
- Could include fundraising for partners orgs as we've done for OWD09
- Foundation grants small possibility, but possible for regional focus
- Otherwise, needs to be self funded