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→5. Strategy
The best Drumbeat campaigns (projects? themes?) touch on all of these goals, starting with awareness and then inviting people to take action and generate new ideas.
== 54. Strategy ==
The Drumbeat strategy mixes online and on the ground activities. Web campaigns. Local meetings. A yearly event for thoughts leaders. The aim is to get people everywhere thinking and doing around the idea of the internet as a public resource.
Specific campaigns combine these activities with a simple idea or emotional connection to the internet. A passion for social media. A concern about online privacy. A longstanding commitment to a civic cause. These ideas provide a foundation for talking about the bigger picture of the internet as a public resource, and eventually for action and the generation of new ideas.
=== 54.1 Overall Approach ===
At a functional level, Mozilla Drumbeat is built around '''three core elements''' plus a '''modest grants program'''. The elements are:
These activities form a platform of sorts, providing a framework for all Drumbeat campaigns. At an awareness level, they will help us to engage large numbers of people. At the action and idea generation levels, they will give members of the Drumbeat community a chance to invent solutions, write content and create campaigns. In the process, these activities will help time building up new community leaders who will make our drumbeats louder and spread it further. ''[[Drumbeat/approach|full description of approach]]''
=== 5What makes a good drumbeat?=== Focusing on the right themes and campaigns will be essential to the success of Drumbeat.2 These criteria are designed to assess whether an idea can make a 'good drumbeat': * '''Fit.''' Echoes ideas we're trying to champion through product, matches Mozilla's participatory, decentralized approach.** ''Is this too narrow? Should we say 'echoes ideas and values outlined in the Mozilla Manifesto' * '''Appeal.''' Attractive both to key partners and potential community members, will attract significant levels of participation. * '''Leverage.''' Can use leverage to reach scale, especially building on existing Mozilla assets.* '''Timing.''' Good timing in terms of external environment, and start up time is not too long.* '''Impact.''' Concretely leads to a better web, or plays major role in establishing 'internet as public resource' concept. While Mozilla will put significant resources in to Drumbeat, it will also be important to assess the fundraising potential of each theme or campaign idea. === 4.3 Possilbe 2010 Themes ===
Eventually, Drumbeat campaigns will come from everywhere. From people who use the internet in very different ways. From different parts of the world. In many many languages. This may happen quickly, or slowly. But it will happen.
#'''[[Drumbeat/campaignstorm/we|The next 100 years of public media]]'''. Collaborate w/ orgs like BBC and PBS to help audiences and content creators shape the future of public media.
Individual pages for each of these campaigns include a description of goals, audience and activities. There is also an assessment of each against five Drumbeat campaign criteria outline above -- fit, appeal, leverage, timing and impact. ''[[Drumbeat/campaignstorm|full campaign list and list of assessment criteria]]''
The theme pages are by no means final or rigid plans. Each theme is designed to include significant space for people to come up within new activities inside of it. Also, it is quite likely that people will come up with and start their own Drumbeat campaigns outside these themes. Some ideas are on this brainstorm page.
''[[Drumbeat/campaignstorm|full campaign list of campaigns and scenarios brainstormed so far]]''
== 6. Proposal for getting started ==
