View source for Socialmedia social media delivery plan

Roughly as I said in my previous presentation (http://bit.ly/socdrm) to you guys, in the beginning we're going to do our job in some different phases.
Let me add that as a requirement, totally agreed, we need to get all of this point iterated, and agile. So my proposal is to have a small group, likely a subset of webdev group that, together with us, can gather feedback and iterate it.

Let me also explain who is going to help on here and how:
Our team is going to be composed by
* Carlo Frinolli (as a project leader)
* Lorenzo Cassulo ([http://beta.15multimedia.it 15multimedia], social platforms and editorial/social strategy)
* Davide Ferrante ([http://nois3lab.it nois3lab] - drupal frontend hacking)
* Imke Bähr, Luca Celeghin ([http://nois3lab.it nois3lab] - editorial strategy, community management) 

What we're going to do

we're definitely going to lead the project itself, and take notes, suggestions, feedbacks, in addition to what we need to do: design a social media strategy.
This will imply some activities directly from us:

project management and leadership
the strategy according to this email, scheduled calls - if needed, feedback, iteration
drupal frontend hacking 
development rough guidelines (as of now we cannot guarantee a developer by ourselves and we're going to need to rely on some of the resources that are already into the community)
community management

'''0. Preliminary phase (optional) (5/4/2010)'''

Probably this is way too much, but as it's always part of our work, we're proposing it either way.

We prepared a webform on our websilte (just to be sure that we can manage that without bothering you guys) with a SWOT analysis. Of course it's not perfect, in fact is a quick setup with open questions. We'll be glad though to receive quick notes and tweaks request to mend it, if you have... Anyway it's here.

[http://blog.nois3lab.it/webform/drumbeat swot webform]

I kindly ask you to answer all of this question, keeping in mind that this tool is used by companies, and we're much more a community of course, though I think a couple of things could be really helpful to us.
For instance I'd like to see into Weakness and Threats the fact that Drumbeat is still not so popular and Mozilla is often identified with Firefox. I know we're already aware of that, and I agree with Mark's that advocacy is not *strictly* what we have to do, but it's a point to keep in mind.

The last two questions you're going to find, are there to let you describe what communication target and purpose we want to achieve in short and mid term.
Most of the profiles are already set up, and there's a google docs that recaps profiles.

Setup, Build, Spread

'''1. Setup (5/4/2010)'''

(we have now about 400 fan on facebook and  118 followers)

this is going to be completely accomplished by april 5th.
This phase consists of building up and register all socialmedia profiles about Drumbeat.

Right after that we're going to link'em all like in slide 12 of the presentation.

In more detail:

* Socialmedia setup
* Twitter
* Twitterfeed -> planet, project feeds,  following some trendsetter about the web, the openweb and socialmedia stuff.
* Fanpage
** update data
** link twitter @mozilladrumbeat
** static FBML box as a default landing page (i can design something temporary if you want)
* engagement 
** a Follow us on twitter/identi.ca button to engage users
** subscription form for newsletter
** Preferred fan pages
** a fan page button easter egg (TBD)

By that deadline, April the 5th, we'd like to receive from all of you your RSS Feed in some smart formats (i.e. OPML), and for those who has it, to be followed and into Google Reader Drumbeat account.
This will follow in a subsequent email.
At this point we're going to invite ppl to become fan of Drumbeat fan page and to follow twitter/status.net account.

'''2.A Build - drumbeat(12/4/2010)'''

By this date I'd like to achieve 1000 fan and followers each.
So this phase will need your help too. 
As far as this is mainly following trend setters, building the community and start the infection growing, we need all of you doing your part.
As this task is the one where we're building Drumbeat popularity, we need to take care of the duality of its nature.

On one side we're going to promote Drumbeat as an entity that promotes the open web itself, on the other it promotes every single project that will help the internet to be a better and more open place (let's call it phase A)
One of the best ways to join the conversation going on about the web and the open web is tweeting all the great content we already have, and soon will.
So besides the main twitter/status.net account, we think we should introduce a single account for each project in addition to the project initiator ones.
Due to our crosslinked "platform" and the tweeting thing going on, the first phase is going to be characterized by open web content spread by Mozilla Drumbeat.

This is our main purpose for phase 2.A: being a recognizable source for open web news and stuff.

Purposes:
* create Drumbeat authority on open web topics
* engage users for open web topics
* spread the word about open web events we're going to organize

'''2.B Build - projects (19/4/2010)'''

On the other side we're a crowdsourcing platform that will help open web project to grow and be realized. So we need to promote them (let's call it phase B)
Though they're not necessarily subsequent, I can tell that is a bit better to start off with 2.A before approaching 2.B.
I mean, with this, that there going to be a week or two, where we're consolidating and corroborating Drumbeat open web popularity and the project page structure on the other side, and when this is accomplished, we're going to start "SPAM" the projects.
For this reason it has to be investigated an integration that would let you create Facebook fan page directly from project submission, if this is not possible as difficult as it is, I think we need to have this feature guaranteed. Like some of us will create it and linked as a Preferred pages.


'''2.C Build - website consistency (early may)'''

''2.C.0''

What we proposed here is something that has very little to do with the website thus far.

https://wiki.mozilla.org/images/1/17/Twitter_and_mailing_list_description.001.jpg

According to this early mockup I shot a couple of comments yesterday in IRC channel.

Matthew:

1) show progress. show that people really are actively working on the project and talking about it.
2) dynamic, most recent content. the stuff on twitter and mailing list is generally going to be the most fresh, recent content at a given point in time.
3) increase twitter / identi.ca followers and mailing list subscribers. 

actually surfacing content from those things is a more compelling reason to join than just a flat link saying "join our mailing list" or "follow us on Twitter."

My comments

1. it's achieved. completely.
2. it's achieved too, if we admit that the purpose is not giving an idea of the content itself especially with twitter but also with mailing list, there could be times where content is not really consistent like -> hey will you join the call? or so... if the ml to be feeded is the general one.
3. it's almost there to me, it might work a bit better with a direct engagement element that lets you convert the compelling thing, on which btw you're right.

re: the activity stream for project

though you told me it's going to be moved, it's a bit too implicit it's an activity stream... 
my two cents could be to change the copy into "XX ppl NOW working on this project"

Purposes:
engage users on single projects microblog accounts and mailing list
show dynamic attitude and collect feedback
create community around projects


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---  What I'm proposing here is very at an early stage, and it needs iteration with you guys.  ---
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''2.C.1 (may)''

We are imagining the fact that, on project submission you can create directly when you submit it, a status.net account linked to the twitter one you mention in the form.
Also, it would be great if this twitter account is autofollowed by Mozilla Drumbeat twitter account, and automatically #hashtag with a unique tag.

In addition to that, we think it's important to get visibility to existing statusphere accounts who want to show they're in Drumbeat circle. For this reason we'd like to propose an automated system that lets you add a Drumbeat badge layer to be applied on users' avatar (http://twitter.com/carl0s_ i have a couple of them :P).
In a later time this could be useful also for twitter/status.net project accounts: in fact we could add an automatic "state" badge, wheter it's rising, featured or so...


Doing so, we can imaging a tweeting automation (status.net included - and I recall that Paul developed a module for that) everytime new content is produced.
Of course, what I see is using the activity stream to be exported to the statusphere as well.

Also, as we're approaching the Berlin event, I think we need  to create content event related. Take a look at 2.D for that.

Purposes:
nurture project communities
submit the community updates and collect feedback, joining The Conversation
show open alternative for The Conversation itself


''2.C.2 (june)''

This phase is going to enrich the website more. A quick consideration: when you submit a project, as I didn't yet, is there a way to invite friends to join it?
If not, there should be, at least like the Facebook or Twitter style.

What I can see is the addition of a facebook connect implementation (as I can see now is a bit poor) to let you sync the Mozilla Drumbeat fan page and the website.
This would help also to get user authenticated with their facebook account so that they can invite relevant people inside their social loop to join.

Also into blog posts, and project pages what needs to be done is a deeper integration with picture hosting services like Flickr or Picasa and their alternatives, and Slideshare and its alternatives.
In fact, in my view, when we're posting a video, a slideshow, a set of pictures about a project, a topic, or whatever else, on Drumbeat, they have to be posted automagically on the correct platforms as well. 
Of course, each profile has to have compelling elements that recall Drumbeat's visual identity so that user would be engaged.

Purposes:
engage users more easily
export the content
get a post-site approach

''2.C.3 (july?)''

Get a mobile version for Drumbeat website, possibly geo-aware.
More API integration to get more social content like
youtube
linkedin
slideshare
flickr
vimeo
foursquare
...

'''2.D Build - editorial content'''

In this case scenario I'd see also, together with this agile schedule we're planning, the planning for an editorial strategy that came to our mind.
According to what Mozilla Firefox marketing team is doing on social media (facebook, twitter and so on), what needs to be done is to highlight some content, create some participation and engage users: easy win, you'll say.
So what could be really interesting is to schedule some content to be published picking from the projects we have on drumbeat.org.
And create some contests.
In simple words engage users.
We perfectly know this is very delicate and probably is not something that will be planned in the next months. Either way, we wanted to share some thoughts about that.
It will probably happen in a following email.