- From: Marilyn Siderwicz <msiderwicz@w3.org>
- Date: Thu, 27 Jun 2013 16:39:06 -0400
- To: <public-w3c-anniversaries@w3.org>
- Cc: "'Derek Slater'" <dslater@google.com>, <karinabrisby@gmail.com>, "'Jesse Friedman'" <jessef@google.com>, "'Ian Jacobs'" <ij@w3.org>
- Message-ID: <013f01ce7376$6123bbb0$236b3310$@w3.org>
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¬oc=1
Received on Thursday, 27 June 2013 20:39:17 UTC