Drumbeat/roughnotes

These are Mark Surman's rough notes from conversations about Mozilla Drumbeat during August and September 2009. Does not include handwritten notes, which means it's mostly covering phone conversations. Will eventually add. Full list of people we talked to here.

Simon Heath - Pollution Probe

• take practical stands on issues, things people can act on
• talk more to partners, not just usual suspects
• let's talk to free press now -> get in on net neutrality
• also, talk to pew -> research and surveys together

Glyn Moody - Journalist

• agrees that Europe is particularly fertile ground for Drumbeat
• EU trusts and gets Mozilla, we can use this to get them thinking bigger about the open web
• focusing broadly on consumer action is a good idea, we could work w/ consumer orgs in Europe and elsewhere
• also, work with open government people, lots of synergy there

== Ivan Sigal -- Global Voices

• use bridging people to get them involved in network
• build relationships and those people build further relationships
• in many places, people don't take the freedom of the web for granted
• state what a healthy web is for a lay person
  • then getting the bridge people to share these ideas
• build something modular, that can be take into other places
  • e.g. taking mozilla roadshow to enviro activists
  • share cc / moz document w/ ivan ... involve gv

( use drumbeat as a platform for others, but only if the boundaries and purpose of the space are clear

• • be rigourous about your limits
• tie into organizations that already see internet as civic function
  • e.g. public libraries that provide internet access

Ronaldo Lemos - FGV Brasil

• mapping who is interested and involved in this movement
  • what's on the map? who's in the field? (openness ties it)
• work w companies and government - not just civil society
• tapping into in brasil:
  • lan house association as channel for this
  • tie into Rio LAN house commission (result of work Mozilla did)
  • LAN houses as education, new media, digital inclusion
  • tie to digital citizenship
• mobile also another place that we could be working
• tie into education and model schools
• build around narrow issues e.g. video
  • but could have a broader agenda ...
  • ... w/ yearly agendas
  • build agenda on what is bubbling up from these communities
• open video as good topic for this year's agenda
• approach For re: media democratization
• IDB -> multisector partnership

Asa Dotzler - Mozilla Evangelism

• start w/ topics and campaigns that are concrete (eg. security)
• FLOSS manual on how to be a good web citizen / best practices for the web
• whitepapers for how the web oughta be
• always make sure to have actions people can take that are simple enough
  • firefoxflicks -> 30 sec commercials *and* simple testimonials
  • much of recruiting by reaching out to film schools on the phone
  • used film and video boards
• http://www.firefoxflicks.com/brief/brief.html
• great judges we're a big draw
• put firefoxflicks ad in the google snippet

Bruno Magrani - FGV Brasil + Berkman grad student

• need to come up w/ better map of which organizations exist on these issues
  • ask these organizations how we can help?
• work w/ Brasilian consumers union
  • good on consumers rights on telecom
  • could move into internet very easily
• for individuals -> create services that help them w/ privacy and data portability
• it's hard to come up w/ ways to engage individuals
  • maybe broad ideastorm on things like 'what pisses you off about the web' 'what do you love?'
• good thing about things like service week is that it organizes people around personal contact
  • people helping people makes things real, and gets dialogue going
• in Brasil, DRM is likely to be hotspot issue for consumers
  • people see this against consumers rights
  • and there is strong consumer protection legislation
• also, mobile rights -> unlocked phones
  • people feel it most here
• Brasil good environment to work w/ academics because action oriented
• Berkman also a good place and Bruno can act as a link
  • good for helping us define the issues we work on

Sunil Abraham - Centre for Internet Studies, Bangalore

• opportunities in India ...
• free culture road show happening in December
• lots of government activity going on re: ICTs and open standards
  • local Mozilla people could be good to get involved
  • main thing is these Mozilla reps just need a business
• the list of topics that Mozilla is interested in are all still emerging in India (e.g. identity)
• the only exception is mobile -> this is big issue
  • open standards for mobile big issue, so apps go across platforms
  • also how mobile works as part of social and development
• privacy and security is mostly about children's safety in india
  • cis planning to get into this area
• identity: not sure large sections of indian society will get it
  • mostly concerns the geek crowd
• freedom of speech is an increasing concern
  • young people increasingly arrested for saying things on internet
  • "you can be arrested for annoying people online" (IT Act)
  • working on activities related to privacy, security in relation to IT Act
• but really the big action in India is around the open standards debate
  • vendor neutral tendering for gov't etc.
  • web accessibility for disabled is subset of this
• government is largest IT purchaser in India, so all of this matters
• also, $1 billion going into open educational resources in next 3 years
• can't pick just one issue as Mozilla to do each year -> need campaigns that have different angles in different places
• could invent small ways for people to participate via consumer groups
  • and then grow to deeper engagement from there
  • beyond classical advocacy and policy work
  • herdict is one place where you could get used
• still haven't gone out to the Bangalore IT companies w/ a campaign
  • this is something that we could do together
  • small campaigns targeted at this group -> posters etc.
  • BarCamps etc. are very strong ... so could tap these as well
  • MobileMondays, StartUp Saturday, LUGs, etc. also
• need to have a process of looking for the right issues that will resonate
  • like meme engineering, your need to try many things
• bringing many players together, not just the techies
  • use this to design campaigns

John Slater - Mozilla Marketing

• Market Segmentation - firefox fans -> getting them actively involved
• MoCo thinks of mkt segmentation at very general level
  • tech enthusiasts - evangelism
  • everyone else - marketing
• spreadfirefox as obvious starting point
• also: get seth's input, and ask how to engage localizers
• local events -> localizers and community marketing as base
• action campaigns -> like the 8 million people who did download day
  • need engagement pathway to keep these people in the fold

• Takeaways on market segmentation
  • starting point -> localizers and community marketing champions
  • firefox fans -> segment and target download day type people
  • allies -> working w/ people like CC, Global Voices, etc.