The Power of “Open”: Using the Open Web and Social Media to Get Things Done June 8, 2010 Ma- Thompson Web Lead, Mozilla Drumbeat Mozilla Founda@on
Matt Thompson - The Power of Open: Using the Open Web and Social Media to Get Things Done
Sep 19, 2014
Many organizations are struggling with the gap between social media hype versus concrete results and return on investment. This session explores the way digital native organizations like Mozilla (makers of the popular open source Firefox web browser) are using smart collaborative tools and an “open everything” approach to optimize day-to-day work, bring in volunteer contributors, and advance their overall mission. If 2008 was all about going “viral” -- using the web to try and reach large numbers of people with relatively superficial engagement -- 2010 may be all about the opposite: using the right open web tools and best practices to empower smaller numbers of people to work smarter, increase impact, and get things done.
Attendees Will Walk Away With:
• A sense of where the web and social media are headed
• Best practices around “open web” tools and methods
• Ideas on increasing volunteer and community contribution inside and outside your organization
Matt Thompson - Web Lead, Mozilla Drumbeat, Mozilla Foundation
Matt is an open Internet evangelist and online campaign strategist. He recently joined the Mozilla Foundation as the web lead for Mozilla Drumbeat, a new effort to support projects and people that protect the open web and invent the Internet’s future. Before joining Mozilla, Matt worked as an online campaign strategist and guest speaker for organizations like Free Press, Greenpeace Canada and the London School of Economics.
Attendees Will Walk Away With:
• A sense of where the web and social media are headed
• Best practices around “open web” tools and methods
• Ideas on increasing volunteer and community contribution inside and outside your organization
Matt Thompson - Web Lead, Mozilla Drumbeat, Mozilla Foundation
Matt is an open Internet evangelist and online campaign strategist. He recently joined the Mozilla Foundation as the web lead for Mozilla Drumbeat, a new effort to support projects and people that protect the open web and invent the Internet’s future. Before joining Mozilla, Matt worked as an online campaign strategist and guest speaker for organizations like Free Press, Greenpeace Canada and the London School of Economics.
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The Power of “Open”: Using the Open Web and Social Media to Get Things DoneJune 8, 2010
Ma- Thompson -‐ Web Lead, Mozilla Drumbeat
Mozilla Founda@on
the power of “open”using the web and social media to get things done
empowering your supporters
optimizing day-to-day work
getting beyond social media
Who’s here?
George Brown School of DesignIntegra Foundation
Lesbian Gay Bi Trans Youth LineCanadian Music Centre
Int'l Dyslexia Association - Ontario BranchBoys and Girls Clubs of Canada
YWCA TorontoLes Amputés de guerre
Carruthers Creek Community ChurchBay St Lawrence Community Centre
House of FriendshipTamarack - An Institute for Community Engagement
Saint Elizabeth Health Care FoundationSmall Change Fund
Splatsin Tsm7aksaltn (Splatsin Teaching Center) SocietyFrench for the Future
Broadview Community Youth Group
Women in Film & Television - TorontoCanadian Centre for Diversity
Camp Quality CanadaThe Fraser-Hickson Institute
Santropol RoulantKapisanan
Toronto Summer Music FoundationCanadian Cancer SocietyThe Children's Book BankCanadian Music Centre
Food For The PoorProfessional Association of Canadian Theatres
Alzheimer Society of Perth CountyHarbourfront Community Centre
Huronia Pregnancy Resource CentreBoys and Girls Club of East Scarborough
Project PloughsharesTourette Syndrome Foundation of Canada
Boost Child Abuse Prevention & InterventionAthletes for Africa
Catholic Missions In CanadaWildlife Preservation Canada
Ryerson UniversityJournalists for Human Rights
Edmonton Dream Centre of AlbertaCanadian Cancer Society
SMARTRISKSave a Family Plan
Workman ArtsTurning Point Youth Services
SickKids FoundationStarlight Children's Foundation CanadaHRSDC-RHDCC University Settlement
Muscular Dystrophy CanadaJohn Howard Society of Ontario
The Meeting HouseGirls on the Run GTASt. John Ambulance
Art of Time EnsembleThe Arthritis Society
Quality Health NetworkAMREF Canada
Conservatory CanadaImagine Canada
Quality Healthcare NetworkTruehope Nutritional Support Ltd.
Fauna FoundationThe Hincks-Dellcrest Centre
ChildcanSheena's Place
Thames Valley Children’s CentreHabitat for Humanity - Huronia, Inc.
What’s working?
What’s not working?
What do we hope to learn?
What’s not working?
Many projects fail.
2010 vs. 2008
we’re going to “grow a HUGE list!”
let’s go “viral!”social media is revolutionizing
you want me to sign another petition?
your dog has a Twitter account?
another email fundraising pitch?
overflowing in-boxesinformation overloadcompassion fatigue
“Why should we bother --
we never get return on investment anyway.”
1 10
How’s it going?
AMAZING!!!TOTALLYSUCKS
What’s missing?
Content is no longer king.
Meaningful engagement & participation is.
This is hard.
Many of us are fishing in the wrong spot.
Your sphere of influence
you
2008
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CONTENT
RESULTS
2010
How can an average scmuck like me use the
web to reach huge numbers of people?
How can we “grow a big list?”
“Think small.”
How do we use smart collaboration to increase
the impact of SMALL numbers of passionate
people?
Inside and outside the organization?
How do we break down the walls between usand our community of
supporters?
“mavens” “cream of the crop” activists
donors
communitymembers
communitymembers
volunteers
your org’s “family”
partners
OPEN
OPENCOLLABORATION
OPENWorking in the
OPENW O R L D
OPENWEB TOOLS
what do we mean by “open?”
20% of the world’s browser market300 million users
The world’s first “open source” automobile
how’d they do it?• Crowdsourced design
how’d they do it?• Crowdsourced design
• Open source, Creative Commons parts
• Local, do-it-yourself assembly
• Community membersremix and improve
• 10 full-time employees -- but 5,000 volunteer contributors
So what?What does this have to do with the web & social media for non-profits?
They’re making cars the way Mozilla makes software
How’d Mozilla do it?• Crowdsourced design
• Open source components
• Global community of raving fan advocates
• Volunteer contributors constantly remix and improve
• 275 full-time employees -- but 20,000 community contributors
275 full-time employees --
10 full-time employees -- but 5,000 volunteer contributors
Tiny staff --
275 full-time employees --
10 full-time employees -- but 5,000 volunteer contributors
Tiny staff --
This is a game-changer.
How does Mozilla do it?
How is your organization doing it?
1) Design Challenges
Less than 30% of automotive designers find jobs
2) “Open Project Management”
2) “Open Project Management”
3) Open Community Calls
4) “Wiki Everything”
•Work & draft in the open
•Iterate early & often
•Leverage the power of many minds
4) Make Our Community the Stars
Reflect the community back to themselves
Their content is more interesting than ours
Aggregate community voice vs. “voice of God” blog
Community photos make campaigns and projects feel more real.
"As the mother of a hard of hearing daughter I think this is an amazing undertaking. I have a little bit of programming skills, and a whole lot of internet skills. Let me know what I can do to help!"
--Cari L.
• It’s not about the technology
KEY TAKE-AWAYS
• Show people what you’re working on, and they’ll find unexpected ways to help
KEY TAKE-AWAYS
• Working in the open reduces transaction cost -- inside the organization and out
KEY TAKE-AWAYS
• Community participation works when it’s carved into small, modular pieces
KEY TAKE-AWAYS
• 1 star community contributor is worth 100 casual supporters
KEY TAKE-AWAYS
• Your mavens are often misfits*• Their reasons for contributing
are unique & diverse
*BTW: We’re ALL misfits
KEY TAKE-AWAYS
• Your community is your most valuable resource...
• So constantly show them off!
KEY TAKE-AWAYS
• Find creative ways to surface the community conversation -- not your own monologue
KEY TAKE-AWAYS
• This is hard work.
KEY TAKE-AWAYS
• At first, working in the open can be scary. But then it’s kinda liberating!
KEY TAKE-AWAYS
?
How are you empowering your supporters?
How are you encouraging open innovation &
collaboration?
CHALLENGES & PITFALLS
“The 5 dumb mistakes smart organizations
make”
1) “500 pounds VS. 5 ball bearings”
“We should probably lock this spreadsheet down, doesn’t seem right to have our strategic plans on public display.”
•Needless transaction cost
•Imaginary cost / risk
•Refuse help from community
F A I L
• Most organizations overestimate the costof social media risks...
• ...and chronically UNDERESTIMATE the benefits
• Committees love coming up with nit-picky risks
• Where the real risk is LOW, don’t be afraid to innovate!
• Don’t forget the cost being IGNORED!
1) “500 pounds VS. 5 ball bearings”
2) “The bastard step-child”
• Touched by many -- owned by none
• Cut the cord with the IT nerds• Transitioning from
“webmaster” to true “Internet Director”
• From “committees of people with opinions” to results-based management
2) “The bastard step-child”
?
3) “Flying blind”
3) “Flying blind”• The web without metrics =
a snowstorm with noinstrument panel
• Results-based management is the holy grail
• From “opinions & hunches” to “test & measure”
• Measure business value -- not minutiae
• Pick 3 - 5 key business metrics. Put your Internet Director on the hook.
• Consider hiring a pro to do an audit
4) “The Bad Consultant”
4) “The Bad Consultant”• The world is full of well-
intentioned but badly managed development shops
• The industry’s dirty secret: success = higher prices for crappier work
• Don’t let your vendor’s lousy business model become your problem
• Don’t ask “what’s possible?” Ask “what have you done?”
• If you hear: “Drupal makes it easy!” or “there’s a module for that” -- be afraid.
5) “Boil the Ocean”• Be agile. Divide work into
short 1 - 2 week sprints with immediate results
• Avoid “re-designs”
• Use metrics to guide you & identify low-hanging fruit
• Prioritize “social hacks” and content tweaks over development changes
• Prototype & test. Release early & often
• When in doubt, start with WordPress
“If the past 10 years have been about discovering post-institutional social models on the Web, then the next 10 years will be about applying them to the real world.”
--Chris Anderson, Wired
•open web
•open institutions
•open everything
“update the operating system for the planet”
better web. better world.•transparency
•participation
•shared control
•innovation
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