Communications Strategy Task Force -- 18 Nov 2015

<kaz> [ Kaz, Joerg, Daniel, Dave, Karen, Taki, Yinying ]

<dsr> scribenick: dsr

<scribe> agenda: https://lists.w3.org/Archives/Public/public-wot-ig/2015Nov/0028.html

<Karen_> yes

Dave invites Karen to introduce herself.

Karen: I support the activities of W3C and also work with the W3C Communications teams on outreach, marketing and messaging, and look forward to working with you all.

Joerg introduces the role of the communications task force, explaining to we hope to reach out to.

Comms task force wiki page: https://www.w3.org/WoT/IG/wiki/Communication_Strategy_for_Web_of_Things_IG

Joerg thanks Yingying for creating the wiki page and to Karen for offering her help.

Joerg runs through the various goals for the task force, and the need for people to do the work.

Karen: I applaud you for being comprehensive and seeking to address all these audiencies. In the short term we have some deadlines to address, and these could be a valuable testbed.

One is that W3C will have a suite at the Consumer Electronics Show (CES) is Las Vegas in January and we expect to meet with analysts and C-level people.

<inserted> https://www.cesweb.org/

Another is the Industry of Things, World in San Diego in February, where our CEO Jeff Jaffe has been invited to speak. We will also have a booth.

<kaz> http://www.industryofthingsworldusa.com/en/

We need slides for that event in January.

Karen: one of the points where we have been struggling is how much of the WoT IG’s work is focused on different application domains and industries.

Technical framework messages don’t resonate with business people. We may therefore may need different materials for the technical and business perspectives.

Dave: I agree as I have been looking at smart manufacturing and see that they have their own world which is very different from other domains, so we perhaps need some generic materials and some that are domain specific.

Joerg: any other comments relating to the agenda? [no]
... let’s look at the wiki page, see https://www.w3.org/WoT/IG/wiki/Communication_Strategy_for_Web_of_Things_IG

Joerg invites Yingying to talk us through the page

<Karen_> scribenick: Karen

<inserted> scribenick: Karen_

Dave: We have been discussing scope on emails

…on wiki we are outlining some of the actions

…Track and prioritize conferences and events

…Karen talked about some events as well

…we would like to encourage people in the IG to participate in more events

…support people inside and outside group to give them materials they need to talk about what W3C is doing and the work we are trying to achieve

…and the idea to reach out to external communities and other events

…where we want people to start using

…plug fests, demos

…to succeed we also have to look for external opportunities to do this

…cannot just be W3C staff, but also the organizations involved in the group

…working on one of these open source projects

…hope to introduce @ to speak to security TF at some point

…he is doing work at this area

…and for work we will do at F2F

…and to reach out to various industry organizations

…Keeping a wiki page of some of these, not 100 percent

…like help maintaining this

…and help to reach out with the landscape surveys

…and where practical and appropriate to enter into formal collaboration agreements such as we have done with IIC

…We have some text that needs refinement

…I have been invited to speak at ETSI m2m conference in December

…David Rogers of IoT Security Foundation

…we have had some discussions with him

…Calls with intel

…bring them to talk more about work in IoC

…Google is a big player

…we have had some discussion on beacons work, but would like more information on other work

…Also speaking with Professor @

…to talk about resources in manufacturing area

…and to support people in the business development team when it comes to recruiting new members for W3C

Joerg: Ok

…Thanks for the introduction so far

…initial exchange over email we had

…on one hand was how to

…this page is kind of a mission statement

…and on the other hand already some work in progress

…wondering if you can separate the two

…people wondering what the group is about and what the responsibilities are to give an introduction

…and then to have the working content to have the status, the relations we have and the on-going activities

…that was not really clear to me when I saw this page

…what do you think how to separate the agenda from the current working status

…in responsibilities you have captured current status of activities with on-going contacts

Dave: yes, just there temporarily for discussion

…agree we should separate them

Joerg: To get some impression

…what could be kind of a working structure

…try to collect it with respect to the actions we have

…the contributions we have to those external collaborations

…external contributions

<scribe> …on-going actions

…other presentations to conferences and to keep track of those

…and separate them from the mission statement

…was not sure if you were going to use the issue tracker?

Dave: Good question for the task force is how we want to work

…Issue tracker can be helpful, but not best place for background information

…maybe a combination of tracker and wikis

Joerg: See if there are other proposals

…but think about mission statement area that is more fixed

…and then the actions to be taken for these communications

…having this quite clear on one place would be helpful

…we know what has been done so far and we need to know what else has to be done

…Are there comments on this?

Dave: We need to figure out who is responsible for what bits?

…wondering if my colleagues can help here?

Joerg: We have to put on a regular basis

…would be good if the team could help get us started

…some of the tasks that Karen brought up

…to have this on a separate page

…or have a different structure

…to have a brief working overview

…of what is currently worked on and what are the contacts and the mission statement

…and bring in the contacts to the working page

Dave: We agree on the plan

Joerg: With respect to title we have not discussed at F2F

…how do you see the title?

…Comms strategy?

…I was surprised, thinking not only discussing strategy but providing means of communications

…Communication and Collaboration TF

…strategy could be about what needs to be done but not doing it

Dave: name was temporary; we can change

+1 new title

Dave: Any other ideas or objections

Joerg: So next point

…in the past we have had quite a number of contacts

…with different requests

…that is the source of the contacts

…or provide an overview of status of certain external work

…whether industrial consortia or other standards orgs

…I think you tried to capture the different means of

…this external contacts by this list

…messages to send and content development and different dissemination and socialization

Dave: Let Yingying do this?

Yingying: How to organize external contacts?

Dave: yes, can you explain what you put into the wiki?

Yingying: for the wiki

Dave: yes

Yingying: I used for the first one, the goal

…it's a difficult one to figure out what should be the goal

…I just wrote down two bullets

…one is a bit high level things

…I wrote down two

…first is to drive acceptance of the industry

…I figured out that we want to ensure that the WoT is domain agnostic and very ubiquitous to a large range of devices

…that is what I wrote down

…but I am not confident about what it should be

Joerg: We might be a bit more focused

…on different categories of communications that we see

…that is basically the experience we have had for the last six months

…to have those different categories and see how we can act on those

…we have the collaborations

…with other SDOs

…or alliances

…And we need to think of that one

…that basically has what we put in place a certain agreement

…and as part of it rules of exchange

…So what else did we have?

…Contributions of individuals

Dave: presentations and so forth

Joerg: are those three categories, or do we see further

…something showing up as comms for fairs; is that separate?

yes, materials

marketing materials

Joerg: maybe this general landing page

…for some people stopping by

…that is also a communication

+1 landing page

…also the question to others how they have dealt with or discovered other forms of communications

…input from other groups

<dsr> Karen: Communications professionals think in terms of the specific audience they want to reach

<dsr> … to tailor the messages to the audience, along with the mechanisms for conveying those messages

<dsr> Joerg: perhaps we should start by choosing the target audience we want to focus on first

Analysts

Looking at research, trends, and business opps

ok, I will dial by mobile

<dsr> Yingying: I had a call with Ian Jacobs who was the former head of the W3C Communications team. He suggested we identify the goals and the target audience. We can then identify the tactics to use

<dsr> Ian has done a series of interviews with external groups around web payments, we could do the same

Kaz: So my comment is that from different views and separate

…just wondering about internationalization people

…when I talked with Dave during TPAC in Sapporo, he mentioned that point as well

…for Japanese organizations

…Japanese content should be nicer

…core content we should make some configurations for each culture

<dsr> Kaz: we need to tune the message for each culture, e.g. Japan

Joerg: yes, also with respect to targets

<dsr> Karen: we want good story telling, clear messages and to tailor this by audience, geography, etc.

<dsr> Karen: it costs money to execute and develop professional materials, so we may need to ask for sponsorship and/or use IG member company resources to help

Dape: I was wondering from practical point of view

…there seems to be a desire for one landing page

…seems to be some variations depending upon target and culture

…seems to be plenty of landing pages and materials

Joerg: We really need to be focused on call today and in principal

…first rule is efficiency so we need to focus on the main goals

…maybe the first question on this list

…for the different target groups are there still groups missing?

…we have different domains, business, technical experts and analysts

…do we have further groups?

Dave: I think further down stream is the plugfests

…how to support open source communities

…not priority right now

…we have to focus on content and collaborations

Joerg: do they require different materials?

Dave: yes, more practical information, how to's

Joerg: ok

…So hopefully we have certain things established

…for those categories what are the external contacts, people to address

…what we might miss are the consortium

…Then I think hopefully, although out of order, is the general information

…we have half an hour left

…might be to jump to this topic

…with respect to what kind of initial information to provide

…who are we going to reach

…do we have an understanding there if we only have time for one information set, what would be the most important to address?

…If we say it's the upcoming opportunity for CES and that conference, are we starting to do that information set for these

…or what precedent are we addressing if we think of those upcoming events

…Karen maybe you can help us with these priorities

<dsr> Karen: a deliverable that is always useful is a white paper for foundational messages. From that we can create marketing materials for a more narrowly focused audience.

<dsr> CES is focusing on consumer devices, so we need something focusing on the related domains, e.g. smart homes, home healthcare, etc.

<dsr> We have to avoid misrepresenting what the iG is doing. We could focus on security as an example.

<dsr> The conference is for industrial domains. We could perhaps split the white paper across different people.

<dsr> Joerg: I was wondering how to address these specific domains. The WoT IG has so far been working on cross domain building blocks. What could these enable?

<dsr> Joerg: we have cross domain building blocks and need a story to relate them to the audience for specific domains.

<dsr> Karen: people who are unfamiliar with an area need small bites of information that relate to what they already know

<dsr> We’re struggling with simplifying the message and providing the hooks that make it interesting to specific audiences

<dsr> Security may be a key topic to consider, another would be how to get more revenue from the WoT

<dsr> Joerg: wouldn’t it make sense to create a few elevator pitches?

<dsr> Karen: whitepapers make it easier for people to get started and makes it easier to distill and refine later

<dsr> Joerg: could we identify what differentiates WoT from the IoT?

<dsr> Dave: I have certainly found that helpful in recent exchanges

Kaz: We should include concrete use cases

<dsr> Kaz: we should include concrete use cases

Dave: It is tricky because use cases are specific for each domain; need to find those that resonate for each domain.

…differentiation of WoT and IoT requires some technical understanding

…transport layer and application layer conversations for example don't work for people who don't know what the layers are to begin with

<dsr> Dave: the use cases need to resonate for the target audience

<dsr> Karen: you need to cover the what, why and how

Joerg: We need to start to organize stuff

…what tasks do we have

…task to get pages for the working mode

Dave: yes

Joerg: then we have this white paper idea

…might be difficult

…do a first slide set in a white paper style

scribe: to collect the points

…and collect from members notes regarding differences of WoT and IoT

…get input that we can use

Dave: By the IoT we have to relate to existing approaches that organizations are using

…we have M2M

…OIT, IIC

…not in great detail, but relate where W3C is in relationship to these other organizations

Karen: good idea; many don't understand the web perspective

Joerg: Do we have some moderators?

Dave: W3C staff can help but cannot be the sole people involved

…example to put some materials together by the group

…then we could do that fairly early to come up with additional points to be covered

…Also case that many people in IG are technically focused; it could be a challenge for them, too

Joerg: ok

…could be quite helpful if someone from staff could evolve it

…Dave or Yingying maybe if you can support

Yingying: I can support it

…could you Joerg send out the minutes to wot group mailing list?

Joerg: the second one

…I know there has been something at least started on slides by Daniel also

…could you until next call take the moderation so far

…would you feel comfortable for that?

Dape: more comfortable with technical, but yes, can do it

Joerg: is there someone else helping out Daniel with that?

Dave: from non-staff?

Joerg: yes

Darko: yes, I can help Daniel; we started to work on this

Joerg: from staff

…Karen, at least have some input would be helpful

Karen: I need to develop a sales sheet for CES, so I can draft several high level messaging directions to consider

Joerg: the WoT and IoT difference?

Karen: I see that as one of several concepts to consider

Joerg: then we have these aspects of W3C relations to other organizations

Dave: I have some ideas there to throw into the discussion

Joerg: ok

Dave: And short-term aspects; we have to get back to Omar on the M2M wording

…sent some thoughts to TF

…Omar would like to progress the informal collaboration agreement

…I would like to have text prior to the meeting in mid-December

…should be fairly simple

Joerg: ok

…you will write that?

Dave: yes

Joerg: time frame

…how do we deal with the time

…in December may be difficult to use Wed/Thur slots for Comm

+1 separate

Dave: Separate slot I think

Joerg: ok

Dave: Karen has been helpful and Coralie would like to participate in future calls

Joerg: So we send a Doodle

Dave: let's ask Karen and Coralie what works for them and then have a poll

Karen: so earlier calls better for YingYing
... I am East Coast but don't mind early morning calls

Joerg: so maybe 12:00pm Europe and 7:00pm in Japan

Kaz: 6:00am EST

actually, 8:00pm Japan and 7:00pm China

Karen: I can do that

Joerg: Maybe first Wed?

Karen: not sure; have to check

Joerg: Dave, you can check possible dates?
... ok

<dsr> ACTION: Dave to find slot fot Comms TF monthly call [recorded in http://www.w3.org/2015/11/18-wot-minutes.html#action01]

<trackbot> Created ACTION-14 - Find slot fot comms tf monthly call [on Dave Raggett - due 2015-11-25].

…we are done with the initial kickoff

…we are getting started with concepts and working materials for the group

…hope to have more advance notice so you can look into the wiki to get a better look

…any other topics to be aware of?

…or is that it for today?

Dave: that's good for today

…we can clarify the short-term actions in the minutes

…One point to do

…I sent a mail to the IG

…we want to invite people to join the Comms mailing list

…have a separate list to reduce the noise

Joerg: should we put that on the next agenda?

Dave: sure

Joerg: and also have this Task Force

…cc for comms and collaboration

Dave: I will update the wiki pages with Yingying

Joerg: ok, then have a nice evening, day, morning

…talk to you next time

- DRAFT -

Communications Strategy Task Force

18 Nov 2015

Attendees

Contents

Summary of Action Items

Scribe.perl diagnostic output