Drumbeat/launchplan

Communication and buzz building - for May Drumbeat Launch

Critical things we need for 'launch'

a. We know what key messages are and they are present in everything (Dharmishta) b. How projects work and what is in it for me are clear (Henrik), people can submit (Matt) c. Plan for Drumbeat Festival and path to participation are clear (Nathan) d. How to a organize, promote and document and event are clear (Nathan + Gunner) e. 3 top projects compelling and real participation (Dharmishta)

Things that are happening as part of 'launch'

May

a. Release of new version of site - content and platform b. Main 'join the Drumbeat' donations campaign ( target 1700 people) c. Announcement of first Open Web Fund grants (WMM, P2PU, UniSub) d. Announcement of Mozilla / Shuttleworth Drumbeat fellowship e. Berlin Drumbeat event (could use to announce things) f. More Brasil Drumbeat events (to be confirmed) g. T-shirt/Open Web Fund launch (snippet)

June

a. Be Open campaign w/ Wikipedia and CC b. More Drumbeat events (need plan)

note: we need a longer narrative arc, but this is just for launch

Ways we will generate traffic and engagement

[dharmistha: merge part one and part two, should be more in the format of part two]

[part one]

Engagement: Sign up for Drumbeat now (what do you get for that?) Follow up with a Welcome to Drumbeat e-mail with ways you can be a part of drumbeat right now -Like a project, join a project, donate to a project, tell a friend about drumbeat, tell us your next great idea for the open web How your support helps (what contributing your time means, where your donations dollars go)

Traffic: Mozilla blog Get Mozilla community members to blog about drumbeat Mozilla Social Media, Media pitches (get a hand from Melissa) for Mashable, etc., Get Care2 to blog about Universal Subtitles, Reach out to other vocal and central open web people and orgs (berkman CC wikimeida etc)

outreach plan google doc: http://docs.google.com/Doc?docid=0Adfxrz4d0vELZGRwcHIzdnBfMjA2Y2QzNWhiaGQ&hl=en

[part two]

Other promotional channels:

• Blogs, twitter, lists, social networks
• Firefox accounts – I million people
• About Mozilla newsletter
• Moz blog properties
• Creative commons blogs ( targeted at CC community lists, such as CC learn)
• Creative Commons Country leads - I can ping global network sometime be4 may 1st
• Wikimedia
• Richard S offered these outreach channels, great example of an ambassador to a specific audience:
• K-12 twitterers
• Active teacher groups in LinkedIn