Matt Thompson - The Power of Open: Using the Open Web and Social Media to Get Things Done


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Many organizations are struggling with the gap between social media hype versus concrete results and return on investment. This session explores the way digital native organizations like Mozilla (makers of the popular open source Firefox web browser) are using smart collaborative tools and an “open everything” approach to optimize day-to-day work, bring in volunteer contributors, and advance their overall mission. If 2008 was all about going “viral” -- using the web to try and reach large numbers of people with relatively superficial engagement -- 2010 may be all about the opposite: using the right open web tools and best practices to empower smaller numbers of people to work smarter, increase impact, and get things done.

Attendees Will Walk Away With:
• A sense of where the web and social media are headed
• Best practices around “open web” tools and methods
• Ideas on increasing volunteer and community contribution inside and outside your organization

Matt Thompson - Web Lead, Mozilla Drumbeat, Mozilla Foundation
Matt is an open Internet evangelist and online campaign strategist. He recently joined the Mozilla Foundation as the web lead for Mozilla Drumbeat, a new effort to support projects and people that protect the open web and invent the Internet’s future. Before joining Mozilla, Matt worked as an online campaign strategist and guest speaker for organizations like Free Press, Greenpeace Canada and the London School of Economics.

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Matt Thompson - The Power of Open: Using the Open Web and Social Media to Get Things Done

  1. 1. The  Power  of  “Open”:     Using  the  Open  Web  and  Social  Media  to   Get  Things  Done June  8,  2010 Ma-  Thompson  -­‐  Web  Lead,  Mozilla  Drumbeat Mozilla  Founda@on
  2. 2. the power of “open” using the web and social media to get things done
  3. 3. empowering your supporters optimizing day-to-day work getting beyond social media
  4. 4. Who’s here?
  5. 5. George Brown School of Design Integra Foundation Lesbian Gay Bi Trans Youth Line Canadian Music Centre Int'l Dyslexia Association - Ontario Branch Boys and Girls Clubs of Canada YWCA Toronto Les Amputés de guerre Carruthers Creek Community Church Bay St Lawrence Community Centre House of Friendship Tamarack - An Institute for Community Engagement Saint Elizabeth Health Care Foundation Small Change Fund Splatsin Tsm7aksaltn (Splatsin Teaching Center) Society French for the Future Broadview Community Youth Group
  6. 6. Women in Film & Television - Toronto Canadian Centre for Diversity Camp Quality Canada The Fraser-Hickson Institute Santropol Roulant Kapisanan Toronto Summer Music Foundation Canadian Cancer Society The Children's Book Bank Canadian Music Centre Food For The Poor Professional Association of Canadian Theatres Alzheimer Society of Perth County Harbourfront Community Centre Huronia Pregnancy Resource Centre Boys and Girls Club of East Scarborough Project Ploughshares Tourette Syndrome Foundation of Canada
  7. 7. Boost Child Abuse Prevention & Intervention Athletes for Africa Catholic Missions In Canada Wildlife Preservation Canada Ryerson University Journalists for Human Rights Edmonton Dream Centre of Alberta Canadian Cancer Society SMARTRISK Save a Family Plan Workman Arts Turning Point Youth Services SickKids Foundation Starlight Children's Foundation Canada HRSDC-RHDCC University Settlement Muscular Dystrophy Canada John Howard Society of Ontario
  8. 8. The Meeting House Girls on the Run GTA St. John Ambulance Art of Time Ensemble The Arthritis Society Quality Health Network AMREF Canada Conservatory Canada Imagine Canada Quality Healthcare Network Truehope Nutritional Support Ltd. Fauna Foundation The Hincks-Dellcrest Centre Childcan Sheena's Place Thames Valley Children’s Centre Habitat for Humanity - Huronia, Inc.
  9. 9. What’s working? What’s not working? What do we hope to learn?
  10. 10. What’s not working?
  11. 11. Many projects fail.
  12. 12. 2010 vs. 2008
  13. 13. we’re going to “grow a HUGE list!” let’s go “viral!” social media is revolutionizing
  14. 14. you want me to sign another petition? another email fundraising pitch? your dog has a Twitter account?
  15. 15. overflowing in-boxes information overload compassion fatigue
  16. 16. “Why should we bother -- we never get return on investment anyway.”
  17. 17. How’s it going? 1 10 TOTALLY AMAZING!!! SUCKS
  18. 18. What’s missing?
  19. 19. Content is no longer king.
  20. 20. Meaningful engagement & participation is.
  21. 21. This is hard.
  22. 22. Many of us are fishing in the wrong spot.
  23. 23. Your sphere of influence you
  24. 24. 2008
  25. 25. blah blah CONTENT blah ah blah blah blah blah blah blah blah blah blah blahblah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah bla blah blah blah blah blah blah blah
  26. 26. RESULTS
  27. 27. 2010
  28. 28. How can an average scmuck like me use the web to reach huge numbers of people?
  29. 29. How can we “grow a big list?”
  30. 30. “Think small.”
  31. 31. How do we use smart collaboration to increase the impact of SMALL numbers of passionate people?
  32. 32. Inside and outside the organization?
  33. 33. How do we break down the walls between us and our community of supporters?
  34. 34. “mavens” “cream of the crop” activists community volunteers members partners donors community your org’s members “family”
  35. 35. OPEN
  37. 37. Working in the OPEN
  38. 38. OPEN W O R L D
  39. 39. OPEN WEB TOOLS
  40. 40. what do we mean by “open?”
  41. 41. 20% of the world’s browser market 300 million users
  42. 42. The world’s first “open source” automobile
  43. 43. how’d they do it? • Crowdsourced design
  44. 44. how’d they do it? • Crowdsourced design • Open source, Creative Commons parts • Local, do-it-yourself assembly • Community members remix and improve • 10 full-time employees -- but 5,000 volunteer contributors
  45. 45. So what? What does this have to do with the web & social media for non-profits?
  46. 46. They’re making cars the way Mozilla makes software
  47. 47. How’d Mozilla do it? • Crowdsourced design • Open source components • Global community of raving fan advocates • Volunteer contributors constantly remix and improve • 275 full-time employees -- but 20,000 community contributors
  48. 48. 10 full-time employees -- but 5,000 volunteer contributors 275 full-time employees -- Tiny staff --
  49. 49. 10 full-time employees -- but 5,000 volunteer contributors hanger. 275 full-time employees -- me-c This is a ga Tiny staff --
  50. 50. How does Mozilla do it?
  51. 51. How is your organization doing it?
  52. 52. 1) Design Challenges
  53. 53. Less than 30% of automotive designers find jobs
  54. 54. 2) “Open Project Management”
  55. 55. 2) “Open Project Management”
  56. 56. 3) Open Community Calls
  57. 57. 4) “Wiki Everything”
  58. 58. •Work & draft in the open •Iterate early & often •Leverage the power
  59. 59. 4) Make Our Community the Stars
  60. 60. Reflect the community back to themselves
  61. 61. Their content is more interesting than ours
  62. 62. Aggregate community voice vs. “voice of God” blog
  63. 63. Community photos make campaigns and projects feel more real.
  64. 64. "As the mother of a hard of hearing daughter I think this is an amazing undertaking. I have a little bit of programming skills, and a whole lot of internet skills. Let me know what I can do to help!" --Cari L.
  65. 65. KEY TAKE-AWAYS • It’s not about the technology
  66. 66. KEY TAKE-AWAYS • Show people what you’re working on, and they’ll find unexpected ways to help
  67. 67. KEY TAKE-AWAYS • Working in the open reduces transaction cost -- inside the organization and out
  68. 68. KEY TAKE-AWAYS • Community participation works when it’s carved into small, modular pieces
  69. 69. KEY TAKE-AWAYS • 1 star community contributor is worth 100 casual supporters
  70. 70. KEY TAKE-AWAYS • Your mavens are often misfits* • Their reasons for contributing are unique & diverse *BTW: We’re ALL misfits
  71. 71. KEY TAKE-AWAYS • Your community is your most valuable resource... • So constantly show them off!
  72. 72. KEY TAKE-AWAYS • Find creative ways to surface the community conversation -- not your own monologue
  73. 73. KEY TAKE-AWAYS • This is hard work.
  74. 74. KEY TAKE-AWAYS • At first, working in the open can be scary. But then it’s kinda liberating!
  75. 75. ?
  76. 76. How are you empowering your supporters? How are you encouraging open innovation & collaboration?
  78. 78. “The 5 dumb mistakes smart organizations make”
  79. 79. 1) “500 pounds VS. 5 ball bearings”
  80. 80. “We should probably lock this spreadsheet down, doesn’t seem right to have our strategic plans on public display.”
  81. 81. I L F A •Needless transaction cost •Imaginary cost / risk •Refuse help from community
  82. 82. 1) “500 pounds VS. 5 ball bearings” • Most organizations overestimate the cost of social media risks... • ...and chronically UNDERESTIMATE the benefits • Committees love coming up with nit-picky risks • Where the real risk is LOW, don’t be afraid to innovate! • Don’t forget the cost being IGNORED!
  83. 83. 2) “The bastard step-child”
  84. 84. 2) “The bastard step-child” • Touched by many -- owned by none • Cut the cord with the IT nerds • Transitioning from “webmaster” to true “Internet Director” • From “committees of people with opinions” to results- based management
  85. 85. ?
  86. 86. 3) “Flying blind”
  87. 87. 3) “Flying blind” • The web without metrics = a snowstorm with no instrument panel • Results-based management is the holy grail • From “opinions & hunches” to “test & measure” • Measure business value -- not minutiae • Pick 3 - 5 key business metrics. Put your Internet Director on the hook. • Consider hiring a pro to do an audit
  88. 88. 4) “The Bad Consultant”
  89. 89. 4) “The Bad Consultant” • The world is full of well- intentioned but badly managed development shops • The industry’s dirty secret: success = higher prices for crappier work • Don’t let your vendor’s lousy business model become your problem • Don’t ask “what’s possible?” Ask “what have you done?” • If you hear: “Drupal makes it easy!” or “there’s a module for that” -- be afraid.
  90. 90. 5) “Boil the Ocean” • Be agile. Divide work into short 1 - 2 week sprints with immediate results • Avoid “re-designs” • Use metrics to guide you & identify low-hanging fruit • Prioritize “social hacks” and content tweaks over development changes • Prototype & test. Release early & often • When in doubt, start with WordPress
  91. 91. “If the past 10 years have been about discovering post- institutional social models on the Web, then the next 10 years will be about applying them to the real world.” --Chris Anderson, Wired
  92. 92. •open web •open institutions •open everything
  93. 93. “update the operating system for the planet”
  94. 94. better web. better world. •transparency •participation •shared control •innovation