[Better Software 2010] talk: Mozilla Drumbeat Social Media Plan


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Mozilla Drumbeat social media strategies:
* what's that
* the mission
* the people
* the steps
* the tools
* the choices
* the goals

Lorenzo Cassulo - 15multimedia.it, Carlo Frinolli - nois3lab.it

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[Better Software 2010] talk: Mozilla Drumbeat Social Media Plan

  1. 1. Mozilla Drumbeat Social Media Plan tools, instruments, strategies and people to get a social Drumbeat Carlo Frinolli, Lorenzo Cassulo version 0.5 [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  2. 2. 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. [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  3. 3. Mozilla mission Mozilla 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. [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  4. 4. 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. [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  5. 5. Setup, build, spread IMPROVING THE DRUMBEAT BUZZWORD [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  6. 6. 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. [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  7. 7. 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. [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  8. 8. The steps Setup Setup properly Drumbeat Social Media presence Link different accounts between each others in a savvy way (no spam suspects or bot-like behaviors) Build Connect with active people in open web topics Aggregate and create interesting contents for Drumbeat network: following certain topics and #hashtags and enriching them. Spread Share, reshare and comment interesting contents that we want in the loop Link Drumbeat activity to Social Media (web, events, community) [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  9. 9. 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. [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  10. 10. Setup As 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 feed Miro: YouTube, Vimeo... news, comments and activities for teasers and video: let’s go viral! Facebook FriendFeed fan page account and group Status.net Flickr, Picasa w/ twitter account and lists Pictures from us and the web LinkedIn Delicious group and discussions Social bookmarking of valuable links Google Buzz, Reader Slideshare status updates, aggregation and feeds sharing presentations and documents [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  11. 11. Linking social profiles: phase one planet.drumbeat.org At the very beginning we will have 3 main platforms on which we’re going to promote Drumbeat. Twitter, Identi.ca microblogging and lists or groups Website/RSS twitterfeed Facebook Status.net/Twitter twitterfeed Flickr autoshare Flickr sets, collections, favorites Facebook fan page custom landing box [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  12. 12. Linking social profiles: phase two RSS google reader valuable sources Twitter, Identi.ca microblogging and lists or groups twitterfeed autoshare Videos, screencasts teasers, and howtos autoshare twitterfeed autoshare autoshare Delicious valuable links autoshare LinkedIn autoshare Group and discussions autoshare autoshare Facebook fan page Flickr, Picasa and group Pictures from us and from events [www] http://nois3lab.it FriendFeed profile and [@] info@nois3lab.it group [ph.] +390695557019
  13. 13. Build, visually third step SPREAD THE ATTITUDE! second step interested in open web, involved into related topics some Drumbeat attitude first step interested in open web actively promoting it lot of Drumbeat attitude [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  14. 14. 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. [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  15. 15. 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 [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  16. 16. 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. [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  17. 17. 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 - + Apirak.com + that matter to us. project submission i.e. Status.net account and an fieldname check to ... FORM TITLE fieldname check to ... - “RDX Wall Art: The Making Of” FORM SUBTITLE iand new short documentary Default Text iand new short isa new short Status.net group where all the fieldname Field Text - isa new short documentary menu Black Text - highlighting iand new sho fieldname documentary Field Text - some of the pioneers updates will be posted and then fieldname menu highlighting iand new sho more ... fieldname menu - “RDX Wall Art: The Making Of” iand new short spread allover the status- fieldname documentary iand new short isa new short fieldname - isa new short documentary - highlighting iand new sho sphere. documentary fieldname - some of the pioneers highlighting iand new sho fieldname more ... fieldname SMALL MEDIUM LARGE EDIT ADD DELETE... check to confirm delete [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  18. 18. Spread Share, 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. [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  19. 19. São Paulo [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  20. 20. Toronto [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  21. 21. Berlin tomorrow hack this flyer 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 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 May 8th, 2010, 10am–5pm. Register. It’s free. http://www.drumbeat.org/events [www] http://nois3lab.it [@] info@nois3lab.it hack this flyer Draw on it, color it, take a picture of it, put it somewhere cool. Cut it up, fold it up, [ph.] +390695557019 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.
  22. 22. Italy? [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  23. 23. Tracking, tracking, tracking! [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  24. 24. 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) [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  25. 25. Future possibilities WHERE WE ARE AND WHAT SOCIAL MEDIA WILL BE TO DRUMBEAT SOON [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  26. 26. 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 page more than 650 fan @mozilladrumbeat more 200 followers flickr.com/mozilladrumbeat more than 80 faves These are silent results. No noise has been made. Pure word-of-mouth. [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  27. 27. Word of mouth! [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  28. 28. 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 portability whenever 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 data If all of these conditions will be available what Drumbeat can be, is a huge mashup of online social and nonsocial services. [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  29. 29. www.drumbeat.org facebook.com/mozilladrumbeat @mozilladrumbeat mozilla.status.net/drumbeat gruppo di discussione: community-drumbeat@lists.mozilla.org [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019
  30. 30. Contacts www.nois3lab.it www.15multimedia.it twitter.com/nois3lab facebook.com/15multimedia @nois3lab @15multimedia Carlo Frinolli Puzzilli Lorenzo Cassulo carlo@nois3lab.it lorenzo@15multimedia.it @carl0s_ @lorenzocassulo [www] http://nois3lab.it [@] info@nois3lab.it [ph.] +390695557019