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Impact Plan: A Web Packet's Journey

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This impact plan provides a media strategy for A Web Packet's Journey, an online game created by Nick Briz, Paul Briz and Ramon Branger of the digital agency Branger_Briz.

Funded by the Mozilla Foundation through the generous support of the Open Society Foundation and under the auspices of Harmony Labs, this plan provided Branger_Briz with a strategy for using their game to inform youth and adult netizens about the ecology of the internet so they can be active and informed in protecting it. It is shared here with the consent of its creators.

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Impact Plan: A Web Packet's Journey

  1. 1. Flickr/COD Newsroom Mozilla Stories of Surveillance | 2017-2018 by Mary Joyce | May 16, 2018 | v1.1 HARMONY LABS 311 W 43rd St, 12th fl. New York, NY 10036 +1 212 966 7606 mary@harmonylabs.org harmonylabs.org IMPACT PLAN A Web Packet’s Journey Installation by Chiharu Shiota Photos by the author
  2. 2. CONTENTS BEGIN Problem Statement…………………………………………………..………………..……………..……………….…3 About A Web Packet’s Journey…..........……..…………………………..……….…....................……...4 STRATEGY Objective...……………………………………………………………………………………………………….…………...6 Audiences….……………………………………………………………………………………………………………….....7 Distribution……………………………………………………..…………..……………….…..................................9 Measurement………………………………………………………..……………………………….….......................10 Timeline…………………………………………………………………..……………………………….….....................11 APPENDIX Theory of Change…………………………………………………………………..……………………………….…....13 Distribution Channels………….……...................................................……………………………….…....14 Glossary …………………………………………………………………………….…………..…..……………………...….16
  3. 3. It’s impossible to have a meaningful conversation about the political and cultural challenges facing our online lives without a basic understanding of how the Internet works. 3
  4. 4. 4 The game and it’s levels represent the physical journey a packet (the protagonist you play) needs to acquire a copy of a website and send it back to the user. A WEB PACKET’S JOURNEY is an eduational web game based on the route a web request packet takes over the Internet.
  5. 5. STRATEGY
  6. 6. OBJECTIVE 6 EDUCATE student and adult netizens in the ecology of the INTERNET so they can be active and informed in protecting it.
  7. 7. AUDIENCE 1 STUDENT NETIZENS 7 AGE 17-24 GEOGRAPHY urban US (e.g., Chicago, Miami) DEVICE smart phone ENTERTAINMENT video games, Netflix shows, Frank Ocean, Reddit EXAMPLES Sarah, Nick, Sam, Lal SUMMARY Art students who ❤︎ the internet, but don’t understand it PROGRAM art, design, humantinities USE CASE* Will view experience in class on a desktop computer TEMPERAMENT open-minded, curious POLITICS Left and right; Don’t fall into conventional categories; Not aligned with political parties ECONOMICS middle class Flickr/WOCinTech Chat; Jirka Matousek; Dave See, COD Newsroom INTERNET AWARENES Would say they ❤︎ the internet; Cultural references are memes that originated on the internet; Text in gifs; Familiar with “net neutrality” and know to support it, but don’t know exactly what it means; Easily misled by ISPs and internet opponents * See distribution channels, pg. 14
  8. 8. AUDIENCE 2 ADULT NETIZENS 8 Flickr/WOCinTech Chat; Josh Hallett; Jirka Matousek AGE 25-40 GEOGRAPHY urban and urban ex-pats DEVICE smart phone ENTERTAINMENT Netflix, gardening, Reddit, Motherboard, Creators’ Project EXAMPLES Javi, Steven, Norman, Tina SUMMARY Artistic free thinkers who appreciate, but don’t understand the Internet PROGRAM 4-year humantinities degree USE CASE* Will view experience on desktop computer at home TEMPERAMENT open-minded, curious POLITICS Left and right; Don’t fall into conventional categories; Not aligned with political parties ECONOMICS middle class INTERNET AWARENES Would say they love︎ the internet; Cultural references are memes that originated on the internet; Text in gifs; Familiar with “net neutrality” and know to support it, but don’t know exactly what it means; Easily misled by ISPs and internet opponents * See distribution channels, pg. 15
  9. 9. DISTRIBUTION 9 2 AUDIENCES, 2 PLANS Because the student audiences will come in contact with the experience in the classroom and the adult audience will learn about “out in the world’ each audience has their own distribution plan. • Student Netizens Access in classroom via teachers • High school and college art a design teachers are the distributors of the experience to this group. • These teachers will learn about the experience through listservs, newsletters, and other mass distribution sources that inform teachers of tech ed classroom resources. • Research is needed to learn what sources teachers use to learn about ed tech resources. (See pg. 14 for initial results.) • Adult Netizens Access via new coverage by journalists • This audience will learn about the experience through various online tech publications. (See pg. 15 for initial results.) • Individual outreach will be needed to inform these publications, such as • Motherboard, Creators’ Project, Creativity Online, and PSFK. • A key part of this outreach will be to send information about the problem (i.e. a link and short description) to journalists who have written about past Branger_Briz projects.
  10. 10. MEASUREMENT 10 DISTRIBUTION AND OBJECTIVE ACHIEVEMENT This plan suggests two types of metrics, one set for measuring achievement of the education objective and one set for evaluating the effectiveness of distribution channels. • Objective Achievement Comparison of pre- and post-play scores; Levels reached • The objective is to “educate student and adult netizens in the ecology of the internet so they can be active and informed in protecting it.” This is a knowledge objective, so in-game questions are a natural fit. • Use both pre- and post-play questions to be sure the final score is a result of knowledge gained in the game. (Without an initial check it’s impossible to know if achievement is a result of pre-existing knowledge not arising from game play.) • Total site visits and total number of players to reach each level are another rough measure of the number of people exposed to the information in the game. • Distribution Comparison of channel* conversion rates* • It will also be helpful to know how various distribution channels are performing compared to one another. • The key question is which method of distribution is most effective in driving traffic to our experience? • If you get 0 curriculum downloads from people coming from email list A abd 10 from email list B (add “how did you hear about us?” field to download form), that indicates which list is most worth your outreach labor next time. * Defined in Glossary
  11. 11. TIMELINE 11 Design Distribution Evaluation May June July August September October November December Teacher Distro Research “Where do you learn about classroom resources?” A Web Packet’s Journey Design and development of experience and supporting materials (teacher curriculum) Launch Moz Fest Analyze Quiz results Outreach To teachers for student audience; To known and new journalists for adults In-Game Quizzes Design and integrate into experience Journalist Contact Collection Those who wrote about you in past, those who write for desired tech publications At least 100 teachers download curriculum
  12. 12. APPENDIX
  13. 13. THEORY OF CHANGE * 13 * Defined in Glossary Student and adult; Upon return from MozFest; details pg. X Educate student and adult netizens in the ecology of the internet so they can be active and informed in protecting it. Talk to 3-5 art and design teachers in your personal networks to learn their sources of tech teaching resouresc (listservs, e-newsletters, the new Array, Facebook groups, etc.) Create A Web Packet’s Journey (details left to you) Audience Outreach November Once people start using the experience, start reviewing in-game metrics to determine how well it is increasing knowledge. Share w/ Brett. Distribution Research May Experience Creation May - October Launch MozFest: October 26, 2018 Results Analysis December
  14. 14. STUDENT AUDIENCE CHANNELS 14 TEACHERS, FORUMS, AND LISTS Initial research on the student audience resulted in the identificiation of the following channels: • Past Classroom Distributors via personal email • Just as it makes sense to reach out to journalists who have previously written about Branger_Briz projects, it makes sense to reach out to teachers who have used previous projects in the classroom. • Procedure: Look through old emails where teachers reached out about using three.js playGnd with students and reach out to them directly to tell them about this new project. • Forums via personal posting • A few subreddits (r/Teaching, r/Education, r/ScienceTeachers) make sense given the audience Reddit usage (pg. 6,7) • Because of the danger of getting lost in the noise, it makes sense to complement these with forums with AtoZTeacherStuff or Github’s Education Forums. • Educator Organizations via mass mailing lists • College Art Association (may or may not be listservs). • Integrative Teaching International has a newsletter called ThinkWire. We’ll reach out to them to see if/how we can get on that. • The New Media Caucus has a publication called Media-N which is open to submissions.
  15. 15. ADULT AUDIENCE CHANNELS 15 PUBLICATIONS, EVENTS, AND STREAMERS Initial research on student outreach resulted in the identificiation of the following channels: • Publications via personal emails to journalists • Past Coverage: Prosthetic Knowledge, Rhizome, Vice, Creators Project, Motherboard, Fast Company, PSFK, Creativity Online, Neural, Creative Applications, SD Times, The Kernel (part of dailydot.com), Furtherfield, ArtSlant, El Espectador, El Mundo. • First-Time Coverage: Three.js, Featured Projects, • Events/Festivals via submission process • Radical Networks, Peer-to-peer Web conference (multiple cities), Our Networks (Canadian conference), IEEE @ IETF conferences. • Streamers via personal email • Specifically those who review/play indie games, like Sjin • This sort of influencer marketing is tricky without a budget, but the goal is to identify streamers with a large audience who are small enough that our emails won’t end up in a spam box.
  16. 16. GLOSSARY 16 Audience The individuals one seeks to persuade or mobilize through exposure to a piece of media. Channel A means of distribution (i.e., word of mouth, email list X, email list Y, news story X, news story Y) Conversion Rate Percent of individuals that do one action subsequently do a second action (i.e., % of people who open an email subsequently click a link of that email; percent of people who put an item on their wishlist subsequetly buy it; percent of people who RSVP to an event attend) Impact Change resulting from an advoacy project. Objective Ultimate goal or desired impact of an activity. Metric A numeric measurement that allows an individual to track project activities (i.e., site visits per day; sign-ups per thousand page views; RSVPs per hundred invitations). Theory of Change High-level impact roadmap whose dependencies lead from the present to the realization of a future change objective.
  17. 17. ABOUT THIS IMPACT PLAN This plan was co-created by Nick Briz, Paul Briz, and Ramon Branger for A Web Packet’s Journey and Mary Joyce for Harmony Labs. STORIES OF SURVEILLANCE Stories of Surveillance is a Mozilla program, produced in partnership with the Open Society Foundation and MIT Open Documentary Lab. It supports the work of media activists creating work that challenges surveillance culture. MOZILLA FOUNDATION Dedicated to promoting openness, innovation and opportunity on the Web, the Mozilla Foundation is a California not-for-profit corporation dedicated to the public benefit. HARMONY LABS Based in New York City, Harmony Labs is on a mission to understand media influence at scale, and to experiment with media to support an open, resilient, democratic society. 17
  18. 18. THANK YOU Please direct questions to mary@harmonylabs.org. c

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