W3C anniversaries task force mtg, Friday, 11:30 am ET

Hi everyone,
Most of you said you could accommodate 11:30 am ET tomorrow for another call
by the W3C Anniversaries task force
<http://www.w3.org/wiki/Headlights2013/Anniversaries> .
Zakim Bridge +1.617.761.6200, conference 2668 ("ANNV")
IRC channel is #anniv (note five letters, not four like above).

Proposed Agenda:
		-Welcome new Google representation
		-Participants Updates (suggest Dillon Mann from The Web
Foundation speak first as he must drop off by noon)
		-Anniversaries theme brainstorming, building off 'One Web' 
			Deadline to finalize: this meeting or next meeting
(tentatively 12 June)
		-Another look at top-down campaign opportunities 
			See brainstorming topics (scroll down) which were
discussed internally at W3C in early 2012. I scraped them off web site that
was team only view.
		-Refine existing 2014 events that represent bottom-up,
grassroots initiatives/opportunities (OUR CURRENT PLAN)

Thanks for your flexibility in scheduling and for all your support.
Marilyn

****************************************************************************
********************

Consider the following 5 approaches as jumping off points for top-down
campaign discussion. We can mix and match tactics across approaches, too.
This Original Proposal was presented at W3C Global Team Meeting in 2012.

1. Expected approach:

    Online site invites people to submit their wishes (in written or video
input) for next-gen Web
    Organize multi-day conference or seminar for members and other industry,
gov't and academic representatives
    Host a gala dinner (Marilyn would rather not go in this direction/ been
there/done that)
    Create and confer awards
    Create an online timeline of milestones
    Publish/sell an e-book (author?) of accomplishments with chapter(s)
outlining our vision for the future 


2. Take Charge approach:

    Launch our refreshed brand by establishing a new global Web event (or
events) where member organizations convene, discuss, exhibit, and
demonstrate new and emerging Web solutions to industry as well as to
everyman/woman. Charge admission and exhibitor fees that align with other
events of this type.. Invite major Web titans and scientists well-respected
in the industry as keynote speakers. Perhaps also include celebrities (not
necessarily these people, but high-profile folks who follow/invest in
technology like Lady Gaga, Ashton Kutcher, Wil.i.am, LL Cool J, Bono, etc.
who could draw attention/prestige to event without overtaking our message
(jeff). Singularity U, SXSW, and other event organizers already do this.)
Inaugural event could repeat every x years. The 2014 event could be all
about announcing the HTML5 recommendation where we make a big splash. 

    Gain guest spot for TBL on The Big Bang Theory tv show. The show
recently secured Stephen Hawking as a guest (2012). 

    Further the momentum throughout the year by adding other live and online
inclusive initiatives that W3C leads(TBD). 


3. All About You distributed approach: 
Target each of our markets with specific initiatives that come together
under a high level anniversary theme:

  	--Youths/Teens-- 

   Partner with Mozilla/MacArthur Foundation/Hive Learning Networks. Mozilla
is currently working with the MacArthur Foundation, and the Hive Learning
Networks to bring Hackasaurus curriculum and tools to libraries, museums and
community based organizations across the US, and recruiting "Mozilla Youth
Ambassadors" to hold their own hack jams and spread the word.

    Partner with Adam Sandler on the promotion of his movie, Pixels,
premiering in 2014, where characters of a video game come to life and cause
havoc in the real world.

    Ask youths to invent a new doodle associated with W3C and the Web
(something simple like Kilroy was Here) and have it go viral on web sites
everywhere to further our awareness and cause. (Doodlr app already
available.) 

  	--Developers--

    Leverage the webplatform.org as a springboard for new, add-on
teaching/learning initiatives that attract the developer community.
(suggestions?)

    Hold W3Conf on all continents throughout 2014. Stream live?

    Launch a contest for developers to win one of three Summer 2014
Internships (MIT, ERCIM, Kaio) MS@@: now add Beihang U in China; winners
would blog about experiences to a general audience. Not positioned as a W3C
technical resource, but rather contest becomes a promotional tool like 'Best
Job in the World Competition' was used as Queensland, Australia destination
travel promo or 'The Apprentice' winner becomes more of a living icon for
the show. 

 	-- IT managers/Standards gurus--

    Conduct global JAM on topic directly related to W3C brand strategy: e.g.
privacy/security, discover, or big data 

  	--Vertical segment stakeholders (like Health Care, TV, Auto,
Publishing)-- 

    Convene global event, JAM (trademark of IBM) or other convening channel
to lead and discuss solutions surrounding big data's role in curing disease.
Invite not only technologists, but medical professionals, biopharm experts,
front-line health care workers, philanthropists, etc. Set clear goals for
session and communicate results as part of W3C thought leadership. 

  	--Business execs--

    File this under 'W3C Staff Gives Back'. (e.g. staff spends x amount of
time [a month?] where W3C staff are dedicated to a member's or other
stakeholder's organization. Get inside their heads (literally or
figuratively by setting up a physical or virtual office). Really the
consultant model where ostensibly you're there to help them, but YOU get
significant insight, too. Lots of potential to have fun with this and be
outrageous as the local culture allows. 


4. We're all in This Together approach:

    Ride other high-profile organizations' coattails for promotional
opportunities when and where it makes sense: MobileMondays, OneWeb, Safer
Internet Day, Adopt the Internet Day (Petfinder), WWW201x, Maker Faire, etc 

    Launch a campaign (TBD) and leverage crowd-sourcing as primary channel
to bring it to resolution. Perhaps partner with our sister organization, The
Web Foundation, and include philanthropic participation for our mutual cause
of ensuring One Web for All. 

    Give everyone who uses the Web a mandate to do something small (TBD)
that adds up to a big impact that W3C can laud. 

    Other brands have traveling mobiles or icons(e.g. LL Bean bootmobile,
Conan O'Brien's orange blimp with Foursquare roaming check-in campaign,
Olympic torch run, Ford Fiesta road trip with Tweets, etc.). What traveling
icon can we create and send around the world (literally or online) so our
stakeholders and media everywhere can follow its progress and connect with
our brand? 


5. Empowering Users approach:

    Let's brainstorm a cause marketing campaign like Rovio (Angry Birds) and
MTV are doing to help stop digital bullying and abuse. Read more about that
campaign below. As a non-profit, W3C should be able to do a cause campaign
with one or more large companies and still maintain our vendor neutral
position in our standards work. Perhaps our mutual global cause to highlight
for our anniversary could be (1) the open web platform, (2) cyber-security
or (3) Web accessibility? 

March 14, 2012, Espoo, Finland - Rovio and MTV will give users exclusive
access to a secret Golden Egg level of the new Angry Birds Space game as a
reward for taking any action to stop the spread of digital bullying, abuse
or discrimination, Rovio announced today. Marking the first-ever global
youth activism initiative for Angry Birds, users will be able to access the
secret Golden Egg level via a hint they receive after posting a positive
action on MTV's Draw Your Line app. Part of MTV's award-winning "A THIN
LINE" campaign, the joint promotion will launch when the game is released on
March 22, 2012 and last through the month of April. Additionally, an
original Angry Birds PSA that calls on young people to help stop
cyberbullying when they see it - featuring characters from the game - will
debut on MTV, MTV2 and mtvU and MTV's digital properties in the United
States, as well as MTV channels across Latin Americaa nd on MTV's
international pro-social online platform, MTV Voices, on March 22. More
here_http://www.causemarketingforum.com/site/apps/nlnet/content2.aspx?c=bkLU
KcOTLkK4E&b=6430205&ct=11667443&notoc=1