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Description
__NOTOC__
== 3. Goals  ==


Mozilla Drumbeat: a proposal to encourage millions of people to act as stewards of the open web, explaining and protecting the internet as a critical public asset. It will invite webizens to educate themselves and their neighbours about specific open web topics like security, identity, data, open video and mobile. It could also expand to more broadly cover the open internet and openness in general.  
''In a nutshell: drive awareness, action and new ideas that create a better internet.''


==Goals==
If Mozilla Drumbeat succeeds, the idea that the internet is a public resource will be mainstream. More and more people will make choices about technology and online life that sustain -- or even improve -- this resource. With this aim in mind, the Drumbeat community should focus on three goals:


(overall)
*'''Awareness:''' Widespread public understanding that the internet is a public resource.
**result -> more informed web use, ready to take action and generate new ideas.
*'''Action:''' Large scale, decentralized volunteering and participation on big web issues.
**result -> web becoming healthier, safer, more resilient.
*'''New ideas:''' Critical internet issues focused and clear, practical new solutions on the table.
**result -> responding to internet challenges more quickly, generatively.


(chelsea) -> the the 'why?' slide into goals?
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.


==3 year vision==
== 4. Strategy  ==


If we're successful in 3 years, we will ...
''In a nutshell: website and local events gather people actively involved in creating a better internet. Annual Drumbeat Festival as major convening point.''


(chelsea) -> the 'in 3 years' slide
The Drumbeat strategy mixes online and on the ground activities. Web campaigns. Local gatherings. 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.


==Scope - The Big Question==
[[Image:Drumbeatoverview3.png|638x246px]]


One of the biggest questions for Drumbeat: how wide should our mandate be? For purposes of discussing this question, we've prepared three scenarios:
Individual Drumbeat 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.


''these are all very much works in progress''
As the diagram above indicates, Mozilla Drumbeat is built around '''three core elements''' plus a '''modest grants program'''. The elements are:


# Open web. **needs tag line** ''(Mozilla's current focus)''
#'''[[Drumbeat/approach#1._-_Online_-_Bongo|Online]]''': simple and helpful email newsletters as a way to make initial contact plus online campaigns for people who want to be more involved.
# Open internet. **needs tag line** (slightly expanded comfort zone)
#'''[[Drumbeat/approach#2._On_the_ground_-_Conga|On the ground]]''': local community events, demos and discussions where people learn about Drumbeat themes and prototype their new ideas.  
# Openness. **needs tag line** (beyond comfort zone?)
#'''[[Drumbeat/approach#3._Yearly_event_-_Tympani|Yearly event]]''': annual ideaswap / skillshare / festival, showcasing the best ideas and setting an agenda for the coming year.


In items 2 and 3, Mozilla would still focus most of its efforts on open web themes but would also use Drumbeat as a big tent where others can highlight and promote what they're working on.
These activities form a platform of sorts, providing a framework for all Drumbeat campaigns. At an awareness level, they help us to engage large numbers of people. At the action and idea generation levels, they give members of the Drumbeat community a chance to invent solutions, write content and create campaigns. In the process, these activities help build up new community leaders who will make our drumbeats louder and spread it further. ''[[Drumbeat/approach|full description of approach]]''
 
(chelsea) In addition to the broad themes above, there are also three (rougher) scenarios that are tied more directly to Mozilla's current technology focus -- open web / HTML5, data and identity and open video. Also, a number of smaller campaigns were brainstormed at MozCampEU 2009.
 
==Core Elements==
 
Drumbeat will include three core functional elements, plus a modest grants program other organizations promoting an open internet.
 
===1. Online - Bongo===
 
 
 
===2. On the ground - Conga===
 
===3. Yearly event - Tympani===
 
===Supporting Our Allies===
 
In addition to the three core elements above, Drumbeat also needs a way to support a wide array of people and organizations promoting an open internet. Mostly, this support means inviting them into the Drumbeat tent -- doing campaigns via Bongo and participating in Conga and Tympani events. Drumbeat will also include a '''modest grants program to support a small handful of organizations''' playing a particularly strategic and complimentary role to Mozilla (e.g. Open Video Alliance).
 
==Audience==
 
===Segments===
 
Drumbeat will start by focusing on one or two of these segments:
 
1. '''People who make the web.'' Anyone from tweeters to photographers to web developers. These people help make the web everyday. They have stake in it's openness, even if they don't know it.
 
2. '''Kids and teens.''' The web is like air for kids and teens in many countries. As is participation. Explaining why an open web matters to these people will be hard, but is essential.
 
3. '''Firefox fans.''' Already have an intuitive connection to Mozilla's values and the open web, but may not know what it means or what to do about it.
 
See also: Matt Thompson's blog post on What Drumbeat Can Learn From Firefox and audience notes from Prague meeting.
 
===Engagement ladder===
 
Within each segment, different people will be engaged at different levels. These levels form an engagement ladder something like this:
 
1. Aware that the web is important and that Mozilla is more than just Firefox. Using Firefox, or maybe subscribed to Firefox branded e-newsletter.
 
2. Informed about the open web and ways it can make their online life better. Subscribed to a Mozilla Drumbeat e-newsletter, or attended an even with Drumbeat presentation.
 
3. Active in sharing information on Drumbeat themes. Participates in online campaigns plus educates and recruits neighbours.
 
4. Committed to Mozilla and Drumbeat. Creates content, organizes local events, attends yearly event. A local Drumeat community leader. Supports other up and coming leaders.
 
==Geography==
 
Start Drumbeat in places that meet one of these criteria:
 
1. Firefox well established, social brands known to work well.
 
* Europe and North America
* Both engagement and fundraising possible here
 
2. Mozilla will invest in Firefox growth, social brands know to work well.
 
* Brasil and India
* Engagement but not fundraising, picks up and resonates w/ Firefox marketing
 
==Success metrics==
 
Most important are:
 
* Moving the bar on specific issues tied to a particular theme or campaign
* These metrics are included in each of the scenarios
 
Metrics that relate to all scenarios will tie to:
 
* Participation levels
* Public awareness
* Press and blogger coverage
* Financial / fundraising
 
==What makes a good Drumbeat?==
 
Criteria for review of scenarios and selection of topics.
 
(chelsea - pull and shorten from mark blog post)

Latest revision as of 19:37, 12 September 2010

3. Goals

In a nutshell: drive awareness, action and new ideas that create a better internet.

If Mozilla Drumbeat succeeds, the idea that the internet is a public resource will be mainstream. More and more people will make choices about technology and online life that sustain -- or even improve -- this resource. With this aim in mind, the Drumbeat community should focus on three goals:

  • Awareness: Widespread public understanding that the internet is a public resource.
    • result -> more informed web use, ready to take action and generate new ideas.
  • Action: Large scale, decentralized volunteering and participation on big web issues.
    • result -> web becoming healthier, safer, more resilient.
  • New ideas: Critical internet issues focused and clear, practical new solutions on the table.
    • result -> responding to internet challenges more quickly, generatively.

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.

4. Strategy

In a nutshell: website and local events gather people actively involved in creating a better internet. Annual Drumbeat Festival as major convening point.

The Drumbeat strategy mixes online and on the ground activities. Web campaigns. Local gatherings. 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.

Drumbeatoverview3.png

Individual Drumbeat 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.

As the diagram above indicates, Mozilla Drumbeat is built around three core elements plus a modest grants program. The elements are:

  1. Online: simple and helpful email newsletters as a way to make initial contact plus online campaigns for people who want to be more involved.
  2. On the ground: local community events, demos and discussions where people learn about Drumbeat themes and prototype their new ideas.
  3. Yearly event: annual ideaswap / skillshare / festival, showcasing the best ideas and setting an agenda for the coming year.

These activities form a platform of sorts, providing a framework for all Drumbeat campaigns. At an awareness level, they help us to engage large numbers of people. At the action and idea generation levels, they give members of the Drumbeat community a chance to invent solutions, write content and create campaigns. In the process, these activities help build up new community leaders who will make our drumbeats louder and spread it further. full description of approach

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