Foundation/We Make The Web Month

Campaign development in progress. Not final brief

What is it?

A joint campaign to help bring attention to the Open Web and how it's a resource that we all need to help sustain and cultivate by contributing to its growth. The campaign would culminate in a "we are the web/ we make the web (name TBD)" month for the month of May. This month would celebrate the achievements of participatory culture online and celebrate all the people who've given countless hours, ideas and innovation to create the amazing shared resources that power the open web.

How it developed

The idea started from a CC board member's idea to have a CC Month. Melissa Reeder of CC thought it made sense to connect her spring fundraising campaign (raising funds for the new CC grants program) to the idea of a month but to also take the opportunity to broaden the scope by including other not-for-profit tech orgs that run on participatory culture like Mozilla and Wikimedia Foundation.

Melissa and Chelsea Novak of Mozilla agreed on the May time line as it fits both organization's fundraising and engagement schedules.

Confirmed Partners

This campaign will be an opportunity for many web participatory culture groups to take part in. CC, Mozilla and (potentially WMF) will serve as the umbrella brands.

• Creative Commons
• Mozilla Foundation
• Wikimedia Foundation
• OneWebDay: At a minimum, OWD leads will support by participating in planning process (including a call for ideas from the OWD network), using "OWD Ambassadors" network/model to generate 30+ blog posts and/or videos, and engaging OWD volunteers to co-produce local events during May.

If a group wants to be a part of this they have to be 100% aligned with the collective mission of the project. They must live and breathe open, participatory culture

Campaign Attributes

• blog posts form CC affiliates throughout the month (weekly)
• blog posts from Mozilla community and leadership about participatory culture
• CC publicity channels (CC newsletter, CC web properties)
• Mozilla Foundation publicity channels (Newsletters, snippet, web properties)
• Engagement of Mozilla community marketing group (key for global events)
• Op-ed from CC/MoFo/etc leaders about this kind of culture
• Events throughout the month around the world
  • Meetups between CC and Mozilla (and possibly WMF) localizers
  • Provide event materials
• Provide space to upload photos, videos, blog posts/reports about participatory culture
  • Also a place to represent events
• Pitch an article to philanthropy-based publications a la Chronicle of Philanthropy
• Is there something we can build during this time period to show the power of participatory culture? Could create a media hook that way. Perhaps something like having the most people contribute to document on line. Something that could get us a world record?

Issues to be resolved

• Confirmation of WMF involvement - confirmed
• OneWebDay involvement: Nathaniel James confirmed OWD involvement- developing plan.
• Outreach (additional partners): see below
• Budget
• Events scheduling
• Fundraising pages/revenue sharing
• Campaign creative

Potential campaign names

brainstorm space

• Open Web Challenge
• Webmakers Month
• We Are the Web
• We Make the Web
• Potlach
• CultureAll
• Open Source Month

Outreach & Partnership Notes

Campaign has 3 primary partners (Mozilla, Creative Commons, Wikimedia) for whom joint fund-raising is a common goal. Beyond raising funds, the campaign can engage a broader network of people and organizations. For those not participating in revenue sharing, participation should light-weight, including badges for Web sites, a request to blog on campaign themes, social media buzz building, etc.

Outreach candidates to consider:

• Bar Camp
• Berkman Center for Internet & Society
• Center for Social Media at American University
• dotsub.com
• The Extraordinaries
• The Internet Society
• The Open Planning Project
• Open Technology Initiative at the New America Foundation
• Open Video Alliance
• SourceForge
• Students for Free Culture
• Women in Open Source (email list)
• Worldwide Web Foundation

Details March 16th meeting

Location: CC Offices - 171 2nd St. Ste. 300, San Francisco CA 94105
Time: 1-4:30
Point person: Melissa Reeder
Agenda:

• Introductions
• Goals and expectations for the open X month
• Brainstorm name for the month/event
• What we're doing
  • Events
  • Promotion
    • YouTube (MR)
  • Fundraising
    • Review of CC's spring campaign
• When
  • May-June? May 3rd launch may be too soon
• Potential additional partners - how do we handle?

Strategy Planning Notes

Goals of campaign

• Awareness campaign
• Cross pollination of users
• Educating public on what is Open and why it's important

Objectives What does success mean?

• Clicks on the "I'm in" button
• Signing up for the newsletters and petition (hosted by Care2)
• Care2 driver of traffic
• Metrics around publicity (op ed published, mentions, tweets)
• New donors, new traffic on landing pages - google analytics on all pages
• Amount of content generated during this month
• Survey at the end of the campaign

Events: point person, Nathaniel

• Kick off event in San Francisco (?)
  • opportunity to get Moz/WMF/CC staff into same room
  • Possible venue - Grey Gallery
  • Event collateral, catering, event costs, promotion, entertainment, co-branded Swag for the party

Marketing attributes and PR: point person, Chelsea

• Logo/artwork
• Website
• Friend Feed aggregator
• Featured content on YouTube/other video hosts - co-branded content channel
• Content
• Op-Ed
• Swag
• Persona
• Blogs from high profile individuals (Melissa S.)
• List traffic opportunities (Moz.com/Moz.org/CC/WFM)
  • Mozilla.org, Mozilla.com, Firefox start page snippet, Firefox first run page, Mozilla drumbeat, Mozilla newsletter, about Mozilla,
  • CC.org, License deeds
  • WMF

Messaging: point person, Melissa R.

• Be open: Open is already part of your life - you use it every day (why is that important? why is it awesome?)
• And open web/world is a better world, help us keep it this way
• Develop set of questions for Mark, Mike, and Jay to iterate on
• Work with Chelsea on first draft
• Content
  • Main page
  • I'm in page: newsletter signup, share, submit, petition, buttons)
  • WikiMedia Content
  • Creative Commons Content
  • Mozilla Content
  • Share/submit tab (Social media, submit, buttons)

Resources

• Copy
• WebDev (code and artwork)
• Web Hosting
• l10n
• Publicity

Questions:

• How long does l10n take? Do we offer it as an opportunity to participate?
• Hosting (URL)

Workback schedule

Schedule