Drumbeat/campaignstorm/We Make the Web
We Make the Web
Building a community of bloggers, photographers and other 'people who make the web'. Using data to visualize and explain the web they are making. Helping them make better tech choices.
- Simplify and popularize 'internet as public resource' idea by pointing to the 100s of millions of individuals who post valuable content online. Visualize this.
- Encourage people posting content online to feel like they have a stake in the future of the internet. Help them choose technology and licenses that genuinely make the web better.
- Also: build a strong foundation for future Drumbeat campaigns. This is where we can most easily test and improve the model, build the community.
- 1st message: You make the web, so you have a stake and a role in defining it’s future.
- 2nd message: Good tech and licensing choices can improve your content and make the web better.
Audience and geography
- People who make the web -- bloggers, photographers, tweeters and others with a significant emotional connection to what they are building online. Many already using Firefox.
- Also, companies and individuals with similar mission to Mozilla's (e.g. CC or Wordpress). These are collaborators and also could provide newsletter content.
- The general nature of this campaign means it could work in many geographies.
- Could test intensively in: N. America, Europe, India, Brasil. Also, consider established content communities, e.g. global voices.
- We Make the Web e-newsletter offering tips for individual content creators, oriented toward making more 'open' choices. Mass appeal and oriented towards people using hosted services. (Bongo)
- Visualizations of the participatory web, combining data and graphics to show the web we're building. (Bongo and Conga)
- E.g. user generated content vs. professional media outlets, by country. examples
- Local sprints for more technical and design oriented part of community to mockup, and possibly build.
- Simple, remixable presentations combining 'best of' from newsletter plus messaging on internet as public resource. Drumbeat community members to present at local events. (Conga)
- Meetup kits / campaigns for people who read the We Make the Web newsletter. (Conga)
- Builds on local event plan scenario jointly by Mozilla and Creative Commons
- We Make the Web festival (or summit?), gathering unusual suspects to showcase good content / prototype visualizations / develop white paper on 'participation and the internet as public resource'. (Tympani)
- NB: need to create some way that people can 'join' beyond newsletter subscriptions in order to create a sense of belonging and agency.
- Tie in to One Web Day 2010, with stronger focus on participation and practical skills as part of the OWD celebration. (Bongo and Conga)
- Open Web for a 6-year-old. Interview six year olds to help construct a simple (and fun) story about what the open web is. From MozCamp EU. (Bongo and Conga)
- Celebrating the Web awards for creative online content simply (and humorously?) explaining the internet as a public resource. Use famous internet meme people ( “Chocolate Rain” guy) to judge. (Bongo)
- Opinion research on values and attitudes about the internet as a public research. Feeds white paper for Tympani event, and also baseline to assess future progress against.
- Fit: Strong. Jibes w/ Mozilla's overall mission, and makes public resource idea concrete.
- Leverage: High. Engages audience who a) already knows Mozilla (or Firefox) and b) understand participation on the web. Likely we can get community leaders and contributors to emerge from this.
- Timing: Not particularly time sensitive unless someone else steps into this space. Good news is basic elements could start very quickly.
- Appeal: Good on two fronts. Lots of people passionate about web content (and trust Mozilla). Also, attractive to others who share our values plus want to reach this audience.
- Impact: Even moderate success means better choices made by people who shape web in tangible way. Has bigger potential to shift conversation and establish 'internet as public resource' idea.
- Fundraising: Medium to high, depending on community size. Campaigns like 'fund the visualization you want to see' could work well.
- Newsletter subscribers: is there general public interest in this topic?
- Number of local events and presentations, number of participants
- Participation in visualization design process, plus related donations
- Media coverage of visualizations / big event / we make the web concept
- Number of active community members - people who have 'joined' Mozilla
- Reach of whitepaper / ideas coming out of We Make Web festival
- Web traffic for visualizations
- Fundraising - dollars raised
Over time (impact)
- Shift in media conversation, internet as public resource widely referenced
- Use of visualizations in media and academic context, referring to public resource idea
- Technology and licensing choices shift amongst people who post content
- More open source, more open web, more creative commons
- Governments and companies more actively engage 'people who make the web' in policy setting and product definition
- Recognition in these processes that internet is public resource we're all contributing to
Things we don't know
- Who else is already in this space? How can we most helpful? ... fill in gaps?
- Is this audience really addressable in this broad way, or would we need to sub-segment?