Drumbeat/campaignstorm/Upgrade the Web
< Drumbeat | campaignstorm
"Upgrade the Web"
1 Sentence Pitch
Get web developers and the Mozilla community excited by sexy new trends and capabilities for the Web in 2010 and beyond -- solutions, protocols and tools that also bake in Mozilla’s open web principles.
- Inspire web developers and their community of influencers around HTML5 as a platform for innovation
- Use the “upgrade the web” frame to simplify the message for less techy people and media
- Focus on a) modern browsers and b) HTML5 as platform for open innovation
- Tech aware people who already feel affinity to Mozilla and Firefox (early)
- This is basically the Spreadfirefox / Download Day audience reactivated
- A broader / more mainstream growth audience:
- Less tech aware people who want to reach more audience / look better online (later)
- A larger general audience who notices 'something is going on' and also upgrades their browser
Web industry audience:
- Web Foundation
- Global Voices?
- Other orgs that produce modern browsers?
- Who else?
- Reach out to site owners who don't render well in Firefox and other modern browsers w/ a message that 'x00 million internet users can't see your site properly'. Develop follow up and support campaigns with this group.
- Develop remixable materials and tool-kits that Mozilla supporters can present at local events, BarCamps, Ignites, etc. reach bloggers and people who create social media
Mozilla community members make and improve these presentations.
- Upgrade the Web Festival, major event combining thought leadership and creation of demos and content showcasing the open web (tympani)
- Small actions and video contest that anyone who wants to evangelize the open web can participate in (bongo)
- Get bloggers and site owners who have joined the community to add code / plugins / pages that encourage site visitors to upgrade to a modern browser
- Give people a peak at the “Internet of tomorrow”
- Measure the increase in number of sites that use open web stack and render well in modern browsers?
- Increase overall percentage of Internet access through modern browsers?
- Donations to Mozilla Drumbeat campaign?
- Further mainstream press coverage of the “upgrade your web” meme? (Already achieved substantial pick-up of this meme in coverage of Firefox 3.5)
Cool examples of how media and others are also adopting the "upgrade the web" meme: http://news.cnet.com/8301-13505_3-10277364-16.html http://www.slate.com/id/2221756/