The document outlines a social media plan for Mozilla Drumbeat to encourage participation and build a better internet. It proposes a three step strategy of setup, build, and spread across social media platforms to connect with communities interested in open web topics and spread awareness of Drumbeat projects and ideas. The goal is to use popular platforms like Facebook and Twitter to promote open web alternatives and crowdsource projects while tracking engagement.

1. Mozilla Drumbeat
Social Media Plan
tools, instruments, strategies and people to get a social Drumbeat
Carlo Frinolli, Lorenzo Cassulo
version 0.1
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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.
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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.”
safeguard
promote
protect
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4. 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
real projects.
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5. 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
OPEN WEB.
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
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6. Setup, build, spread
IMPROVING THE DRUMBEAT BUZZWORD
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7. 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
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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8. 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
conversation.
We plan a three steps strategy:
Setup
Build
Spread
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9. The steps
Setup
Setup properly Drumbeat Social Media presence
Link different accounts between each others
Build
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)
Spread
Share, reshare and comment interesting contents that we want
in the loop
Link Drumbeat activity to Social Media (web, events, community)
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10. 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.
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[@] info@nois3lab.it
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11. 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 YouTube, Vimeo...
news, comments and activities for teasers and video: let’s go viral!
Facebook FriendFeed
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
LinkedIn Delicious
group and discussions Social bookmarking of valuable links
Google Buzz, Reader Slideshare
status updates, aggregation and feeds sharing presentations and documents
OpenID
distributed sign-in
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12. Linking social profiles
RSS google reader
valuable
sources
Twitter, Identi.ca
At the very beginning we will have microblogging and
lists or groups
3 main platforms on which we’re twitterfeed
going to promote Drumbeat.
Website/RSS autoshare
Videos, screencasts
teasers, and howtos
autoshare
Facebook twitterfeed
autoshare
autoshare Delicious
Identi.ca/Twitter valuable links
autoshare
LinkedIn
Our main goal is to link all this Group and
autoshare
profile and add value to the discussions
conversation outside the website. autoshare
Then we can ignite conversations autoshare
directly from the website itself. Facebook
Flickr, Picasa
fan page
and group Pictures from us
and from events
[www] http://nois3lab.it FriendFeed
[@] info@nois3lab.it profile and
group
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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
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14. Build
First step
connecting with people interested into OpenWeb, very active in promoting it,
with a lot of Drumbeat attitude
the “trend” setters
Second step
connecting with people somehow interested in OpenWeb, somehow involved into
related topics,
with some Drumbeat attitude
the “infected”
Third step
SPREAD THE DRUMBEAT ATTITUDE
the “target”
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15. 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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16. From crowdsourcing to crowdcasting
Drumbeat is somehow 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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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. identi.ca 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
identi.ca 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
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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.
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19. Tracking, tracking, tracking!
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20. 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)
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21. Future possibilities
WHAT SOCIAL MEDIA WILL BE TO DRUMBEAT SOON
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22. What’s then?
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.
[www] http://nois3lab.it
[@] info@nois3lab.it
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23. Contacts
nois3lab s.n.c.
http://nois3lab.it
http://facebook.com/nois3lab.it
http://twitter.com/nois3lab
http://facebook.com/nois3lab.it
http://identi.ca/nois3lab/
Carlo Frinolli Puzzilli
carlo@nois3lab.it
15multimedia
http://15multimedia.it
Lorenzo Cassulo
lorenzo@15multimedia.it
[www] http://nois3lab.it
[@] info@nois3lab.it
[ph.] +390695557019