Social Media Plan
tools, instruments, strategies and people to get a social Drumbeat
Carlo Frinolli, Lorenzo Cassulo
We, the web.
The web in 2010 is made by people.
Zillion of contents uploaded every hour in bunches of
The web talks about you.
The web is you.
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
Ok, so what is Drumbeat?
According to Mozilla mission, Mozilla
Drumbeat is focused on participation.
It’s about connecting experiences and
sharing knowledge, and exchanging ideas to
get hands on projects.
As the web is you, your participation is
needed to get the project real.
Mozilla Drumbeat at his simplest is about
participation and connections becoming
In a nutshell...
“We must use the generativity of the net to create a
constituency that will protect and nurture it.” (J.Zittrain)
Mozilla Drumbeat is about people with an attitude to the
it helps people like us sharing ideas and projects.
it helps projects with that approach to become real
it is a community of communities and people who are
focused on OPEN WEB
it spreads the OPEN WEB
Drumbeat Social Media Strategy
Goals and objectives
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
“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
A so called “strategy”
Drumbeat doesn’t reinvent the wheel.
People, ideas, projects and communities about the open
web it’s not our invention, they already exist.
Thus Drumbeat has to connect with them, and gather
topics, build relationships and add value to the global
We plan a three steps strategy:
Setup properly Drumbeat Social Media presence
Link different accounts between each others
Connect with active people in open web topics
Aggregate and create interesting contents for Drumbeat network
(this goes through selecting feeds and websites that make sense
in terms of topics we’d love to speak about)
Share, reshare and comment interesting contents that we want
in the loop
Link Drumbeat activity to Social Media (web, events, community)
Engage and promote
Spreading Mozilla Drumbeat word is our primary scope.
Thus 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.
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 YouTube, Vimeo...
news, comments and activities for teasers and video: let’s go viral!
fan page and group account and group
identi.ca (and status.net) Flickr, Picasa
w/ twitter account and lists Pictures from us and the web
group and discussions Social bookmarking of valuable links
Google Buzz, Reader Slideshare
status updates, aggregation and feeds sharing presentations and documents
Linking social profiles
RSS google reader
At the very beginning we will have microblogging and
lists or groups
3 main platforms on which we’re twitterfeed
going to promote Drumbeat.
teasers, and howtos
Identi.ca/Twitter valuable links
Our main goal is to link all this Group and
profile and add value to the discussions
conversation outside the website. autoshare
Then we can ignite conversations autoshare
directly from the website itself. Facebook
and group Pictures from us
and from events
[www] http://nois3lab.it FriendFeed
[@] email@example.com profile and
SPREAD THE ATTITUDE!
interested in open web,
involved into related topics
some Drumbeat attitude
interested in open web
actively promoting it
lot of Drumbeat attitude
connecting with people interested into OpenWeb, very active in promoting it,
with a lot of Drumbeat attitude
the “trend” setters
connecting with people somehow interested in OpenWeb, somehow involved into
with some Drumbeat attitude
SPREAD THE DRUMBEAT ATTITUDE
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
From crowdsourcing to crowdcasting
Drumbeat is somehow a metacommunity of Projects, people
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.
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. identi.ca account and an
ﬁeldname check to ...
ﬁeldname check to ... - “RDX Wall Art: The Making Of”
iand new short documentary
Default Text iand new short isa new short
identi.ca group where all the
Field Text - isa new short documentary
menu Black Text - highlighting iand new sho
Field Text - some of the pioneers
updates will be posted and then
ﬁeldname menu highlighting iand new sho
- “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
ﬁeldname - some of the pioneers
highlighting iand new sho
ﬁeldname more ...
SMALL MEDIUM LARGE
EDIT ADD DELETE... check to conﬁrm delete
Share, reshare and comment
As we selected sources which are helpful in Drumbeat’s mission, we need to get the
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.
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 undestand website stats
use just one URl shortener to track results (i.e. bit.ly)
WHAT SOCIAL MEDIA WILL BE TO DRUMBEAT SOON
Once the website is in a beta release, 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 (i.e. CV Resume imported from LinkedIn)
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.