Drumbeat/Scenarios/scenario1

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Purpose: answer the question 'what would one year of global Drumbeat activity look like if we focused on the broad topic of protecting the web as a public resource?

Overview

  • Web As Public Resource campaign
    • Broad effort to frame the conversation about the web as a public resource, and to establish a global community of people committed to working on this topic
  • Timing: throughout 2010
  • Geography: global?
  • Language: multiple?

Goals

  • Goal #1: Define and shape public conversation about the web as a public resource
    • Success metrics: web as public resource concept clearly articulated, circulating widely in traditional media and online
  • Goal #2: Well organized Mozilla Drumbeat community doing public education and running campaigns
    • Success metrics: 10,000 (???) people active members of Mozilla Drumbeat online community, identifiable local organizers / hubs in 50 (???) cities
  • Goal #3: Specific topics related to 'health of the web' better understood, ideas for public behaviour change and new tech on the table
    • Success metrics: basic campaigns on specific topics like security and identity up in running by 2H 2010, significant number of people participating, media noticing
  • Smaller goals
    • Establish Mozilla Drumbeat as big tent where others interested in web as public resource can gather
    • Make connection between Mozilla products aimed at current open web issues (e.g. identity) and broad public benefit agenda
    • More generally, deepen awareness of Mozilla's role as a public benefit org, especially in Europe

Community

  • Main segement: 8 million people who participated in FF3 Download Day, or who have been involved in SpreadFirefox
    • Goal is to move these people from being supporters to being active participants ...
    • ... and from thinking about one product to thinking about the web
  • Likely sub-segments:
    • Bloggers and people who create content online, but not about tech (e.g. knitting bloggers)
    • Web developers and others who make their living from the web
    • Heavy social media users who also use Firefox / know Mozilla
    • People who attend BarCamps, Ignites, etc. but not yet involved in Mozilla
  • The focus is on expanding the Mozilla community, going beyond our existing core

Framing

Key messages are:

  • The web is an important public resource. We all have a role in keeping it healthy.
  • A healthy web is one based on open technology that anyone can use to innovate and express themselves without asking permission.
  • We all help create the web everyday. By contributing to the web -- and making the right choices -- we keep it healthy.
  • Probably needs stronger and more specific messaging around HTML5 / open web technology. Although, will do separate scenario specifically on this.
  • Consider using visualizations of 'what makes up the web' as way to make some of this real for people

Scope

In scope

  • Defining the web as public resource or commons
  • The open web: as technology and as ecosystem
  • Health metrics for web as public resource
    • When are things good? When are they bad? How do we know?
  • Current challenges facing the web:
    • Security, identity, data, net neutrality, control in mobile, open web tech adoption
    • Scope = general definition of these areas, not deep dives
  • Public attitudes about the web as public resource

Out of scope

  • Deep dives on specific challenge areas
  • Direct work on policy issues
  • Copyright and content issues?
    • could be in scope if CC big part of this
  • what else?

Partner organizations

  • OneWebDay
  • Centre for Democracy and Technology
  • Creative Commons
  • Ford Foundation
  • Pew Internet Program?
  • Web Foundation?
  • FreePress?
  • Public Knowledge?
  • Yale ISP?
  • Harvard Berkman?

Campaigns and Activities

Bongo: online campaigns

  • Core message: the internet is a precious public resource, you can help keep it health
  • Q1 and 2 campaign: what the internet means to you
    • Core = Jesse Dylan Mozilla video on the web as a public resource
    • Followed on by people making their own video statements and remix about what the web means to them
    • Feeds into Firefox Flicks type contest for 'best film explaining why the web is a precious public resource to normal everyday people'
  • Q3 and 4 campaigns: concrete things you can do to make the web better
    • People taking action the measurably makes the web better (e.g. more secure or more 'modern')
    • Like the current internet health check, but simpler to do and more direct impact
    • Build around OneWebDay, and possibly year 2 of Mozilla Service Week
  • Need to include significant community recruitment and online fundraising elements throughout all of this

Conga: ground game / local

  • Two parallel activities build the ground game:
    • Small 'Mozilla Drumbeat Clubs' that people organize in their cities
    • Large numbers of presentations and workshops at existing local events
  • Clubs are simply two or more people in a city who want to work on Drumbeat
    • We provide simple online infrastructure and campaigns to participate around
  • Local events are based on downloadable, remixable presentations
    • Topics are both broad (web as a public resource) and specific (open web tech, HTML5 and you)
    • Would also draw from online campaigns (e.g. screen best films from the contest)
    • Help community identify Ignites, BarCamps, etc. that they can present at
    • This part articulated in more detail in the Conga local event strategy developed jointly by Creative Commons and Mozilla
  • People who take the lead at a community level are prime candidates for participating in the big annual event

Tympani: thought leaderships and major annual event

  • Event title: State of the web as a public resource
    • Big tent event for companies, public benefit orgs and others committed to keeping the web a public resource
    • Goals: map the terrain (who's doing what), identify concrete campaigns for H2 2010, build a tight, committed network to roll out these campaigns
    • Takes place in Q2 2010, located in Europe or Canada if global campaign
  • Commissioned research and prep critical to the event
    • 'State of the web as a public resource' draft discussion paper (regional?)
    • Baseline opinion research on public attitudes about the web as public resource (Pew?)
    • Also, possible visualization project -> generating picture of what the web is and when it's healthy using live data. Notes.
    • Smaller prep events w/ partner orgs and communities (see above)

SWOT Analysis

Strengths

  • People love the web
    • Good starting place for conversation about its social meaning
    • Broad framing avoids political, partisan or divisive
  • Existing Mozilla community and brand
    • Esp. localizers and campus reps
  • what else?

Weaknesses

  • Topic is very broad, squishy to some
  • what else?

Opportunities

  • Establish *social* lens through which people and org think about the internet, make decisions
    • Shift public conversation so that people look at issues like data and identity through this lens
  • Create big tent of people and orgs committed to open web
  • Build ground game that can be used on more specific issues
  • Create a 1-2 punch on critical internet issues by leading with product (e.g. weave) and following with explanation of internet issues it addresses (e.g. control over your data)
  • what else?

Threats

  • Multiple languages / global is hard
  • Campaigns too general = hard to get people involved
    • Hard to move people from 'loving the web' to 'i want control over my digital identity'?
  • Community or partner orgs try to drive towards advocacy and policy
  • what else?

Critical resources

  • Solid architecture of participation
    • Community needs simple way propose, execute and share own campaign ideas, materials etc.
  • High level of involvement from people passion and credibility on broad internet issues
    • This is mix of core team, fellows and community
  • People with campaign, event organizing and fundraising skills
  • Community and partners to lead baseline research component
  • Great web platform / online community
  • People w/ organizing skills on ground in whatever we select as key geographies
    • Ability to quickly turn around new web campaigns
    • Ability to localize
  • Occasional access to Firefox start page snippets to drive traffic for online campaigns
  • Close cooperation w/ Mozilla marketing, evangelism and labs
  • What else?

Revenue potential

  • Online fundraising in N. America (and maybe Europe?)
    • Could include fundraising for partners orgs as we've done for OWD09
  • Foundation grants small possibility, but possible for regional focus
  • Otherwise, needs to be self funded
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