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Mozilla DrumbeatSocial Media Plan

tools, instruments, strategies and people to get a social Drumbeat

Carlo Frinolli, Lorenzo Cassuloversion 0.5

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We, the web.

The web in 2010 is made by people.

Zillion of contents uploaded every hour in bunches of different platforms.

The web talks about you.

The web is you.

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Mozilla missionMozilla is a worldwide Open Foundation since 1998.

Its main goal is to encourage participation to build, guard, promote and protect a better internet.

“Get more people involved in building a better, more open internet.”

Stated the principle, Mozilla released Firefox 1.0 in 2004, that made internet better and with more choice.

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Make stuff. Meet friends. Keep the Web open.

Mozilla Drumbeat has the same approach. From a principle to reality.

It’s about connecting experiences, sharing knowledge, and exchanging ideas.

Mozilla Drumbeat at his simplest is about participation and connections that have to become great projects for a better and more open internet.

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Setup, build, spreadIMPROVING THE DRUMBEAT BUZZWORD

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Drumbeat Social Media Strategy Goals and purposes

As Drumbeat’s main goal is to gather participation to stimulate and nurture Internet generativity, we need to take care of Social Media.

In 2009 social media activities took over all the rest of Internet activities.

“Places” like Facebook, Twitter, YouTube (...) are containers of audiences we want to get in touch with.

At the same time, we want to promote open alternatives to such platforms.

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A so called “strategy”

Drumbeat doesn’t reinvent the wheel.

We have alpha version of the website running now. We have to connect it with people, to gather great ideas, to engage communities that already exist.

Thus Drumbeat has to create a circle, gather topics, build relationships and add value to the global conversation.

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The stepsSetup

Setup properly Drumbeat Social Media presence

Link different accounts between each others in a savvy way (no spam suspects or bot-like behaviors)

BuildConnect with active people in open web topics

Aggregate and create interesting contents for Drumbeat network: following certain topics and #hashtags and enriching them.

SpreadShare, reshare and comment interesting contents that we want in the loop

Link Drumbeat activity to Social Media (web, events, community)

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Engage and promote

Spreading Mozilla Drumbeat word is our primary scope.

Even using closed and “proprietary” tools like Facebook, Twitter, and so on.

Doing so we can use those “places” as huge mirrors to promote and diffuse the open alternatives to them.

Some people may find those alternatives more interesting than the closed ones and will move towards them.

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SetupAs the social media already swarm of people involved into OPEN WEB, the first step is to setup an effective social media presence for Mozilla Drumbeat.

website RSS feednews, comments and activities

Facebookfan page

Status.netw/ twitter account and lists

LinkedIngroup and discussions

Miro: YouTube, Vimeo...for teasers and video: let’s go viral!

FriendFeedaccount and group

Flickr, PicasaPictures from us and the web

Google Buzz, Readerstatus updates, aggregation and feeds

DeliciousSocial bookmarking of valuable links

Slidesharesharing presentations and documents

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Linking social profiles: phase one

At the very beginning we will have 3 main platforms on which we’re going to promote Drumbeat.

Website/RSS

Facebook

Status.net/Twitter

Flickr

twitterfeed

planet.drumbeat.org

Twitter, Identi.camicroblogging and

lists or groups

Facebookfan page

custom landing box

Flickrsets, collections, favorites

autoshare

twitterfeed

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Linking social profiles: phase two

twitterfeed

RSS valuablesources

google reader

Twitter, Identi.camicroblogging and

lists or groups

autoshare

autoshare

Facebookfan page

and group

LinkedInGroup and

discussions

Flickr, PicasaPictures from usand from events

Deliciousvaluable links

Videos, screencaststeasers, and howtos

autoshare

autoshare

autoshare

autoshare

autoshare

twitterfeed

autoshare

FriendFeedprofile and

group

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Build, visually

first stepinterested in open web

actively promoting itlot of Drumbeat attitude

second stepinterested in open web,

involved into related topicssome Drumbeat attitude

third stepSPREAD THE ATTITUDE!

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Spreading the word

The most delicate part of all the “strategy”.

As soon as we get the critical mass built we can add value exporting topics and conversations actually happening into Drumbeat to social media.

And, building this network outside Drumbeat, we can engage and bring more people to Drumbeat.

Plus Drumbeat is not a unique entity. It’s much more of a meta entity.

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Spreading about what?

Great projects like web made movies, universal subtitles, Privacy Icons.

As Drumbeat helps the project growing, facilitates the funding also.

The best projects are going to be funded by Mozilla (committed more than 1,5M $ last year in Open Web Fund), but also donations from users are encouraged.

Criteria?

make the web better (more open and innovative)

attract a community of contributors / people who want to help

demonstrate progress

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From crowdsourcing to crowdcasting

So Drumbeat is a metacommunity of Projects, people and ideas.

Each project will have a community growing around itself, gathering people and ideas.

This is the basic for crowdsourcing projects like Drumbeat.

But the global conversation taking place on social media can help the projects’ communities growing as well.

Hence this strategy is a key to transform crowdsourcing in crowdcasting about a projects, people and ideas.

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Crowdcasting: how to start?

Project submission is the birth of project in Drumbeat.

Here the project initiator will have the chance to link or create social media accounts that matter to us.

i.e. Status.net account and an Status.net group where all the updates will be posted and then spread allover the status-sphere.

+- + Apirak.com

project submission

- “RDX Wall Art: The Making Of” iand new short documentary iand new short isa new short - isa new short documentary- highlighting iand new sho documentary- some of the pioneers highlighting iand new shomore ...

- “RDX Wall Art: The Making Of” iand new short documentary iand new short isa new short - isa new short documentary- highlighting iand new sho documentary- some of the pioneers highlighting iand new shomore ...

menufieldname

fieldname

fieldname

fieldname

menufieldname

menufieldname

fieldname

fieldname

fieldname check to ...

fieldname check to ...

MEDIUMSMALL LARGE

FORM TITLEFORM SUBTITLEDefault Text

Black TextField Text

Field Text

EDIT ADD DELETE... check to confirm delete

fieldname

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SpreadShare, reshare and comment

As we selected sources which are helpful in Drumbeat’s mission, we need to get the infection started.

Hence what has to be done is to retweet, reblog and comment the content, giving follow-ups to people who participate and helping the conversation growing.

Link Drumbeat activity to Social Media

As our goal is to bring people and engagement in order to get ideas flowing and hands ready to hack on Drumbeat, what is crucial is to talk about all of the activities that are related to Drumbeat.

publish Slides, videos and drafts of the Projects.

promote, report and talk about Drumbeat events, in a nice and informal way

promote, review and report about other open initiatives and start cooperation with follow ups.

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São Paulo

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Toronto

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Berlin tomorrow

Berlin

Draw on it, color it, take a picture of it, put it somewhere cool. Cut it up, fold it up,

dress it up, flip it upside down, turn it inside out. Make it better, make it different,

make it something we haven’t thought of, but most importantly, make it your own.

then do it all over again with the web

May 8th, 2010, 10am–5pm. Register. It’s free. http://www.drumbeat.org/events

hack this flyer

Drumbeat Berlin:a hands-on

session to keep the web open

and make it awesome. Then we

drink. Not just for techies. It is

for anyone who loves the web.

Berlin

Draw on it, color it, take a picture of it, put it somewhere cool. Cut it up, fold it up,

dress it up, flip it upside down, turn it inside out. Make it better, make it different,

make it something we haven’t thought of, but most importantly, make it your own.

then do it all over again with the web

May 8th, 2010, 10am–5pm. Register. It’s free. http://www.drumbeat.org/events

hack this flyer

Drumbeat Berlin:a hands-on

session to keep the web open

and make it awesome. Then we

drink. Not just for techies. It is

for anyone who loves the web.

http://nois3lab.itinfo@nois3lab.it+390695557019

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Italy?

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Tracking, tracking, tracking!

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Once spread have to track!Once you get the spreading done and going, it’s important to understand how the engagement work with users.

Thus a small best practice list:

write in a non-ambiguous way so that people are encouraged to engage

read and understand website analytics

read and understand social media engagement (i.e. Facebook insights, Twitter stats)

use just one URl shortener to track clickthroughs (i.e. bit.ly)

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Future possibilitiesWHERE WE ARE

AND WHAT SOCIAL MEDIA WILL BE TO DRUMBEAT SOON

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Where we are

This presentation has been shown first in mid february.

We started creating and customizing social media profiles on mid march.

Mozilla Drumbeat fan pagemore than 650 fan

@mozilladrumbeatmore 200 followers

These are silent results. No noise has been made.

Pure word-of-mouth.

flickr.com/mozilladrumbeatmore than 80 faves

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Word of mouth!

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What’s then?

Once the website is in a beta release and the community is growing, we can make some thinking on how we can integrate these social flows inside it.

1. Data portabilitywhenever this is possible we need to avoid duplication for data, and need to port them where they are needed

2. Single Sign on (SSO)Using this open standard (or the open stack - OpenID, OAuth, etc) we get webwide authentications for federated services

3. Open Mash up for dataIf all of these conditions will be available what Drumbeat can be, is a huge mashup of online social and nonsocial services.

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www.drumbeat.org

facebook.com/mozilladrumbeat

@mozilladrumbeat

mozilla.status.net/drumbeat

gruppo di discussione:

community-drumbeat@lists.mozilla.org

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Contacts

www.nois3lab.ittwitter.com/nois3lab@nois3lab

Carlo Frinolli Puzzilli carlo@nois3lab.it @carl0s_

www.15multimedia.itfacebook.com/15multimedia@15multimedia

Lorenzo Cassulo lorenzo@15multimedia.it @lorenzocassulo