Drumbeat/overview

Description

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.

Goals

(overall)

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

3 year vision

If we're successful in 3 years, we will ...

(chelsea) -> the 'in 3 years' slide

Scope - The Big Question

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

these are all very much works in progress

1. Open web. **needs tag line** (Mozilla's current focus)
2. Open internet. **needs tag line** (slightly expanded comfort zone)
3. Openness. **needs tag line** (beyond comfort zone?)

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.

(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.

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)