Drumbeat/yearone

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This is an overview of year one plans for Drumbeat (starting late 2009). This remains a work in progress and will change regularly. nov 19, 2009

Summary

  • Mozilla Drumbeat: Build and energize a community that creates technical and conceptual tools which help people understand, participate and take control of their internet lives.
  • Main activities in 2010: (1) Launch an initial slate of Drumbeat projects, (2) create an online presence where people can participate and propose new projects and (3) establish Drumbeat events as 'the place to be' for those interested in contributing to the future of the open internet.
  • Topics and scope: Broad framing around a better, more open internet. Current issue priorities: open mobile; identity and data in the cloud; open video; internet health and security; helping people understand the open internet.

Goals and metrics

  • Build and energize the Mozilla Drumbeat community.
    • Metrics: size of Drumbeat community, especially 'ninjas' running projects and providing expertise.
    • Metrics: number of people voting, subscribing to newsletter, etc.
  • Find and set up projects that excite us. Mostly from people we don't know yet.
    • Metrics: # of fully articulated ideas on website, set up to attract participation
    • Metrics: # of people actively contributing time and money to these projects
    • Metrics: look for market and behaviour change, but over longer timeline
  • Establish Drumbeat events as places where there the future of the open internet is being invented.
    • Metrics: participation, profile and funds generated for projects featured at Festival
    • Metrics: reach of documents and videos coming out of Festival. Did we 'shift the conversation?'
    • Metrics: number of local events and presentations, attendance

Also: Projects will need their own goals and metrics, especially around participation and impact.

Activities for year one

Featured Projects

Activity: build community around a collection of featured projects that draw people into Drumbeat and produce early impact. Two kinds: Mozilla-initiated and community-initiated.

Project idea pipeline: both website and local events provide a pipeline for project ideas. Over the course of the year, promising ideas will be surfaced by voting and participation on the site. Mozilla will help the most promising projects recruiting volunteers, raising funds and attracting mentors. A small number of projects will also be a core part of the Drumbeat Festival, where we will do small project sprints and coaching. temporary idea pipeline here

Bootstrapping projects: As it'll take some time before projects make it through the pipeline to become fully active, we will bootstrap Drumbeat by simply starting work on a handful of project ideas that came up during our planning process. This will 'show what we mean' by Drumbeat.

Confirmed projects for the bootstrap phase:

  1. Simple privacy icon design challenge. Engaging design, law students and regular web users to accelerate the development of icons that make privacy policies easier to understand. initiated by Mozilla
  2. Drumbeat Presentation Challenge. Give a 5 minute talk on one of two topics -- Your Open Web Idea or the Ultimate Open Web Presentation -- and then upload to the Drumbeat website. This is a project in its own right, and also way to get people and ideas into Drumbeat early on. initiated by Mozilla

Other projects we're working on for the bootstrap phase:

  1. ‘Visualizing the open internet’ challenge. Engaging artists and web developers to create data visualizations that 'show what the internet looks like' using new open web technologies (e.g. processing.js)
  2. ‘Fair Mobile’ index, like the Economist's 'Big Mac Index' comparing purchasing power, but focused on comparing mobile markets for fairness and openness
  3. stopbadware.org, community organization and website focused on stopping malware and viruses
  4. Blog widget that routes around censorship, Zittrain's idea to enable people to crowdsource cache censored content
  5. ‘Open Video in 60 seconds’, contest getting people to create videos that demonstrate the creative and technical potential of HTML5 video
  6. One Web Day, annual event that gives people an opportunity to understand and participate in creating a more open internet
  7. Kiss IE6 Goodbye, mobilize major sites to set a joint deadline to stop supporting IE6
  8. P2P University and Open Web Tech: work with P2P university to run courses where people teach each other open web tech as an alternative or supplement to maintstream tech certification

Drumbeat website will serve as a hub for these projects, generating participation, gathering donations and providing a workspace.

'Rough criteria for eligible projects: contribute to a better, more open internet by creating conceptual or technical tools that help others understand, participate and take control of their internet lives.

Online Presence

Most recent website mockups nov 9, 2009

In it's first iteration, the Drumbeat website will act as a:

  • Working home for Drumbeat featured projects
  • Platform for organizing and promoting the Drumbeat festival
  • Organizing hub and documentation capture for local events
  • Source for people who will participate in community and events
  • Source for new project ideas

For Drumbeat featured projects, the website will provide:

  • Place to drive participation and recruit contributors
  • Ability to ask for project donations (non-profit projects only)
  • Planet-like hub for tracking the project
  • Project workspace (or at least ability to drive people there)

Other online channels.' In addition to web site, people will be able to connect to Drumbeat projects and events via:

  • Social cause and volunteering portals like Care2, Idealist and VolunteerMatch that already have people interested in contributing to something important
  • Drumbeat e-mail newsletter, providing a resource for people to track what is happening with Drumbeat and featured projects
  • Facebook and Twitter, both via Drumbeat specific accounts and hopefully through more mainstream Mozilla channels

Online Drumbeat community consists of:

  • People leading or proposing specific projects
  • 'Ninjas' who have offer to coach and support projects
  • People contributing to a specific project
  • People leading or attending Drumbeat events
  • People voting for project ideas and participating in small ways
  • Newsletter subscribers, people simply 'tracking Drumbeat'

Annual Festival and Local Events

Drumbeat Festival is major annual event

  • The agenda:
    • is divided into two roughly equal slices:
      • Talks and discussions on big ideas and issues shaping future of the open internet (e.g. data and identity in cloud)
      • Sprints and coaching sessions focused on 5 - 10 featured Drumbeat projects, experienced attendees roll up sleeves and help these projects succeed
    • Content drawn from most promising projects on Drumbeat website and local events
    • Strong focus on global -- aggressively go out and recruit unusual suspects
    • Agenda content feeds production Drumbeat Annual -> video and white paper
  • Attendees:
    • feel like they are a part of inventing the future of the web
    • Surrounded by people who have shaped the web, or are about to...
    • ... but not just (or primarily) in tech
    • drawn primarily from people identified on Drumbeat site and in local events
    • Feels like a mashup of TED / BarCamp / MakerFaire
    • Size for year one: 150 - 250 people?
  • Timing and venue criteria:
    • Amsterdam or Rome, June 2010
    • Central between Asia and N America
    • Reasonably easy to access, get visas and good transportation

Local Drumbeat events serve a number of functions:

  • Build a grassroots open web evangelist network in places like India, Brasil, Middle East and East Asia (a project in it's own right)
  • Source for project ideas and people to bring into the Drumbeat network and Festival, a part of our commitment to 'recruit unusual suspects'
  • Opportunity to collaborate on the ground w/ orgs like Creative Commons that also want to promote openness in countries we are targeting

Initial approach for local events includes three elements:

  • 'Ultimate presentation on why an open internet matters' challenge
  • Pitch Your Open Web Idea presentation challenge
  • General Drumbeat talks and evangelism

This will combine people doing their own 'one off' presentations at existing local events like BarCamps and Ignite nights, plus Mozilla-led sessions at bigger events. First events to prime the pump:

  1. Singapore, NeotenyLabs Camp, December 12 2009, evening presentation contest, focused on generating Drumbeat project ideas
  2. Bangalore, Centre for Internet Studies, December 16 2009, evening presentation contest, focused on both 'new ideas' and 'ultimate open web presentation'
  3. Sao Paulo, Campus Party (same organizers as FISL), January 2009, presentation contest, focused on 'ultimate open web presentation' and specific idea proposals on open video

These events are designed to help us: identify talented local leaders and project ideas, feeding an even more specific plan for developing an open web evangelism network in these markets. Will also feed into general Drumbeat people and idea pool, and generate video content for Drumbeat website.

Topics and Scope

Broad scope for 2010: better internet, people and ideas making the web more:

  • Open
  • Transparent
  • Distributed
  • Generative

Also, there are a number of 'hot topics' we're specifically looking for people and ideas around, including:

  • User control over data and identity online
  • Open video
  • Fair and open mobile
  • Internet health and security
  • Education/Helping people understand the open internet
  • Growing open content on the internet
  • ...

This grid provides a more detailed picture of these hot topics, plus examples.

Key Milestones

  • First local events - Singapore, Bangalore, Sao Paulo (Dec and Jan)
  • Beta site launches, open for proposals (Jan)
  • Mozilla initiated projects start (Q1 2010)
  • Fundraising and newsletters going (Q1 2010)
  • Drumbeat Festival #1 (June?)
  • New site launches w/ Festival content (August)
  • New slate of Mozilla-initiated projects (Sept)

Questions

  • What does it mean to 'join' or 'belong' to Drumbeat? How does someone move up the community ladder? Is it important to be clear on this?
  • What does it mean to be a 'Drumbeat project? What triggers this? How do we distinguish between Mozilla-led and community-led Drumbeat projects?
  • What's the right naming convention for projects highlighted or hosted on the Drumbeat website? Featured? Supported? Approved?
  • Is there a tension between Mozilla sponsored projects, Mozilla led projects and "other" projects that mights discourage participation?
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