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

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

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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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.

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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.

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Setup, build, spread
IMPROVING THE DRUMBEAT BUZZWORD

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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.

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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.

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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)

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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.

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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

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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
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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
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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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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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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

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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.

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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

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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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São Paulo

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Toronto

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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

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.

Italy?

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Tracking, tracking, tracking!

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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)

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Future possibilities
WHERE WE ARE
AND WHAT SOCIAL MEDIA WILL BE TO DRUMBEAT SOON

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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.

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Word of mouth!

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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.

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www.drumbeat.org

facebook.com/mozilladrumbeat

@mozilladrumbeat

mozilla.status.net/drumbeat

gruppo di discussione:

community-drumbeat@lists.mozilla.org

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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

[ph.] +390695557019

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

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