Ok, the session sounded interesting on paper but

now that I’m here…

What the hell IS this?

Ok, the session sounded interesting on paper but

now that I’m here…

What the hell IS this?

NTC, San FranciscoApril 27th, 2009

NTC, San FranciscoApril 27th, 2009

Welcome to Technology Stadium

Welcome to Technology Stadium

• 3 matrixed teams of frienemies • Share process and brain power• Create different flavors of web solutions• Using 1 special ingredient• Practice what we preach

• 3 matrixed teams of frienemies • Share process and brain power• Create different flavors of web solutions• Using 1 special ingredient• Practice what we preach

Here You Will See…Here You Will See…

• Meal preparation• Secret Ingredient unveiled• Each team’s meal in 15 minutes or less• Judges (you) get to ask questions • Vote on the winner

• Meal preparation• Secret Ingredient unveiled• Each team’s meal in 15 minutes or less• Judges (you) get to ask questions • Vote on the winner

THIS is how we Iron Chef.

(imagine dramatic music here)

THIS is how we Iron Chef.

(imagine dramatic music here)

Sunday, February 8thOur day of Unrest

(or what happened when 11 web professionals gave up their Sunday to do

something crazy)

Sunday, February 8thOur day of Unrest

(or what happened when 11 web professionals gave up their Sunday to do

something crazy)

Cooks In The Kitchen(Never too many)

Cooks In The Kitchen(Never too many)

• Beaconfire ConsultingAli Cherry, Eve Simon, Milo Sybrant

• Forum One CommunicationsAndrew Cohen, Michaela Hackner, Brian Pagels

• Free Range StudiosSusan Finkelpearl, Ross Nover

• Firefly PartnersMaureen Wallbeoff, Jimmy Cudzilo, Erin Johansen

Hurwitt

• Beaconfire ConsultingAli Cherry, Eve Simon, Milo Sybrant

• Forum One CommunicationsAndrew Cohen, Michaela Hackner, Brian Pagels

• Free Range StudiosSusan Finkelpearl, Ross Nover

• Firefly PartnersMaureen Wallbeoff, Jimmy Cudzilo, Erin Johansen

Hurwitt

Using all senses, skills, creativity

(the rules)

Using all senses, skills, creativity

(the rules)

• 3-4 people per team including a captain

• Address goals of organization• Design, strategy & “wild card”• Balance long-term vision with

action• Use social media • Do it all in 8 hours• No peeking!

• 3-4 people per team including a captain

• Address goals of organization• Design, strategy & “wild card”• Balance long-term vision with

action• Use social media • Do it all in 8 hours• No peeking!

The Day began..The Day began..

• Ingredient revealed 3 days prior• Met at Beaconfire in Arlington, VA at

10 am• Teams & Captains assigned• Group discussion of the day’s goals• Set ground rules• Played with Atlas

• Ingredient revealed 3 days prior• Met at Beaconfire in Arlington, VA at

10 am• Teams & Captains assigned• Group discussion of the day’s goals• Set ground rules• Played with Atlas

Planning, Strategy & more Atlas

Planning, Strategy & more Atlas

• Team Breakouts• Generated questions for SI • Named the teams• Created a plan of action for the

day• Atlas helped …

• Team Breakouts• Generated questions for SI • Named the teams• Created a plan of action for the

day• Atlas helped …

The Secret Ingredient … speaks

The Secret Ingredient … speaks

• Hour long conference call with SI ED• Asked questions• Asked more questions• Eyeballed the other teams to see if we could take ‘em in a rumble

• Hour long conference call with SI ED• Asked questions• Asked more questions• Eyeballed the other teams to see if we could take ‘em in a rumble

And off we went ...And off we went ...

• Started to work• Had some lunch• Worried we would run out of time• Came up with some cool stuff• Debriefed our lessons learned

• Started to work• Had some lunch• Worried we would run out of time• Came up with some cool stuff• Debriefed our lessons learned

Now you see how we did it…

Now you see how we did it…

Meet the ChallengersMeet the Challengers

Now for the SI…Now for the SI…

The Secret Ingredient (SI):YOUTH SPEAKS

The Secret Ingredient (SI):YOUTH SPEAKS

The Secret Ingredient (SI):YOUTH SPEAKS

The Secret Ingredient (SI):YOUTH SPEAKS

• Spoken word performance, education & youth development

• Shift the perception of youth by combating illiteracy, alienation and silence

• Empowering next generation of leaders, self defined artists and visionary activists

• Over 45,000 Bay Area teens each year• Partner programs in 42 U.S. cities

• Spoken word performance, education & youth development

• Shift the perception of youth by combating illiteracy, alienation and silence

• Empowering next generation of leaders, self defined artists and visionary activists

• Over 45,000 Bay Area teens each year• Partner programs in 42 U.S. cities

YouthSpeaks.org should…YouthSpeaks.org should…• Be where young voices are taken seriously

(and take themselves seriously)• Challenge young people to find, develop,

publicly present and apply their voices to social change

• Provide event information, trainings, curricula, knowledge, resources, and best practices

• Raise money• Be a stage as live and crazy as vaunted

concert halls • Build the movement beyond physical

• Be where young voices are taken seriously (and take themselves seriously)

• Challenge young people to find, develop, publicly present and apply their voices to social change

• Provide event information, trainings, curricula, knowledge, resources, and best practices

• Raise money• Be a stage as live and crazy as vaunted

concert halls • Build the movement beyond physical

Let the Battle BEGIN!Let the Battle BEGIN!

Meet The WordsmithsMeet The Wordsmiths

Erin Sundari Johansen

Hurwitt, Firefly Partners

Michaela Hackner,

Forum One Communicatio

ns

Susan Sobel

Finkelpearl, Free Range

Studios

Milo Sybrant, Amnesty

International

(formerly Beaconfire)

Goals

Tell stories (youth, staff, volunteers, teachers, community)

Leverage opportunity of HBO Better leverage emerging tech &

social media Improve social network strategy Use social media more strategically

Make site easier to maintain/update

Project Overview

SWOT analysis Strengths: Live events, video assets,

engaged community, brand recognition, celebrity support

Weaknesses: Flash/Frame-based Web site difficult to manage, organization-centric navigation

Opportunities: HBO, 20K email subscribers

Threats: recruiting marketing/Web resources, social network presence(s), HBO timeline

Phased approach Triage Short term Long term

Project Timeline

Step 1: Triage

Challenge: Short timeline to prepare site and

campaign for HBO documentary releaseSolution:

Splash page on site to capture incoming traffic

Technological capabilities: ensure site can handle increased traffic load

User Engagement Flow

Step 2: Short-term (6-12 months)

Challenge: Fix major site problems Engage new and existing audience

resulting from HBO exposure Solution:

Improve navigability Improve ability to edit Improve design

Website before…

Youth Speaks Site ElementsHomepage features

Slideshow Success story pages: “Behind the Word”

Youth Speaks Events Google Calendar/Map mash-up

Flickr-generated photo slideshowVideo library: tagged and “filterable”Resource tools for educators Social network “hub”

Step 3: Long Term

Challenge: Build integrated strategy for social

media/network use Maximize social network assets Take up opportunity that mobile presents

Step 3: Long Term (cont.)

Solution: Strategy

▪ Find mentors▪ Add social media expert to board ▪ Delegate roles to members of youth advisory

board/Spokes Technology Opportunities

▪ Experiment with mobile and text/micro-blogging technologies▪ Use phased, “testing the waters” approach▪ Twitter for event promotion▪ Flash mobs

THE SPECIAL SAUCE!

And now for…

Brave New Voices 2009

Our Vision for 2009:The most dynamic, open, and

connected festival ever. More people get involved in

fundraising. More people experience the festival

around the world.Youth document their experience

unlike ever before.

House Parties at Schools

Goals: Buzz building in select major

cities Two-way interaction btw

events How:

Youth watch Slam finals at house parties

Text in vote for People’s Choice Award

Events are free; but pass the hat Feeds from Flickr, Twitter, video to

record experiences around the nation

House Parties (cont’d)

Fundraising

Goal: cover expenses for 50 teams (500 participants) to attend BNV

Total revenue goal: $500,000

Methods:– Show progress with

dynamic map on sitelet – Each state links to a

unique fundraising page– Each page has

thermometer showing total raised

– Customization options

Fundraising Timeline

Time before event: Task Description

5 months Buzz marketing campaign starts

Outreach to key bloggers promoting events

4 months Sitelet launches Home page promotion; message to list; keyword buys

3-4 months Direct mail drop and email campaign

• Include alumni and their families speaking to how their participation in past BNVs/spoken shaped their lives

• Use conditional content to target fundraising

1 week 72-Tweet-a-thon Last-minute push via Twitter to raise $10,000 in 3 day

Social Media at BNV 2009 Goal: 1,500+ participants tell their story of BNV

’09.

“Behind the Word” participants share “ground truth” with the world.

Participants can:• converse through Twitter

• upload tagged conference images to Flickr

• post tagged videos to YouTube, and stop by kiosks with Flip cameras to share their stories and post to YouTube.

• upload audio interviews to a YouthSpeaks Utterli account

All feeds are “piped” into one central location on BNV sitelet

Social Media Aggregation

Meet Team Skip2Meet Team Skip2

Brian Pagels,

Forum One

Ross Nover, Free Range

Studios

Ali Cherry,

Beaconfire

Consulting

Maureen Wallbeoff,

Firefly Partners

OUR APPROACH

Chef’s Tip!Knives are very helpful during the brainstorming phase.

TODAY’S STARTER:

A STRATEGIC PLAN

FIRST COURSE!

CLIENT GOALS

SHOWCASE the words and artists

INCREASE number of donors and dollars donated

EDUCATE audience about breadth of organization’s work

COMMUNICATE the power and inspiration of live events

CLIENT GOALS

PROMOTE nation-wide chapter events to increase attendance

INTEGRATE work of local chapters into website content

PROVIDE resources and trainings to educators who work with youth

UTILIZE website as a tool for self expression and recruitment

OUR STRATEGY

WALK 3-6 MONTHS

ARTISTS: Showcase 10 active artists on websitePublish their profiles and workEngage individual artists as bloggers

EVENTS: Allow artists to post event experiences Email audience for post-event

comments Post set list and YouTube clips to blog

CHAPTERS: Post local chapter events to YS site Add ‘search by zip’ to website Provide content from local artists

JOG 6 - 12 MONTHS

ARTISTS: Expand poems and words on new site Add weekly podcast featuring an artist Expand artist profile section

EVENTS: Multimedia content posted after events Use tagging to synch with artist profiles Add search by artist, date and topic

CHAPTERS: Add Google mash up/Google calendar Capture email addresses post-events Train chapters to add events and info

RUN 12 - 18 MONTHS

ARTISTS: Add profiles for all event participants Allow users to “fan” and “follow” artists Showcase local artists in e-appeals

EVENTS: Add live streaming video of each event Encourage off-site viewing house parties Add RSS, social networking, mobile tech

CHAPTERS: Create full event pages for chapters Tag local YouTube and Flickr content Add local info to e-communication

KEY SUCCESS METRICS

• Volume of fans per artist and artist content

• Volume of post-event comments

• Visits from social networking sites

• Speed of adding event content post-event

• Growth of house file and network

•Traffic to event pages; artist profiles; blog posts

•Repeat attendee count • Chapter event attendance

• Number of RSS subscribers

• Donation dollars and donor pool

SURF AND TURF:ONLINE

& OFFLINE PLATES

SECOND COURSE!

Chef’s Tip!Five minutes of break time can help the kitchen staff stay on track.

OUR THINKING

Live events are powerful and high energy for both the artists and audience

Best place to connect audience with online programs is at live events

Strategy will ‘blur the lines’ between actual event and content on website

Bring energy from live events to all online applications and programs

EVENT CHECKLIST

Develop a system to coordinate tasks pre/during/post events

Identify staff and volunteers and train the team

Create a paper detailed checklist with step-by-step to do items

SUGGESTED ACTIVITY

Capitalize on the energy from the live event

Keep the conversation going - engage the audience in an online dialogue

Introduce the audience to ongoing email communications from Youth Speaks

Capture attendee email & cell numbers at each event to quickly grow the house file

Send a ‘Thanks for Attending’ (TFA) email blast the day after each live event

TFA EMAIL BLAST

A YUMMY NEWHOME PAGE

THIRD COURSE!

Chef’s Tip!Keep your site developer away from open flame.

4 HOUR HOME PAGE SPECIAL

Full redesign process:I/A; Wireframe; Mock Up; Revision Cycle

Used collateral from the Youth Speaks image library and current website

Referred back to organization goals and strategy to determine home page elements

Result is a balance of information and ‘Call to Action’

REVIEW THE BILL

Define and respond to client goals

Create a manageable strategic plan

Identify key measures of success

Coordinate offline and online experiences

Use technology to create online dialogue

Design new website to serve as entry point for audience both pre and post-event

Thank YouIt was a pleasure serving

you today!

(Tips are appreciated)

Meet Team Teppanyaki鉄板焼き

Meet Team Teppanyaki鉄板焼き

Eve Simon, Beaconfire Consulting

Andrew Cohen,Forum One Communications

Jimmy Cudzilo , Firefly

Partners

Our Offering

Appetizer: The Opportunities

Main Course: Site Map, Wireframes, Home Page Design, Email Design

Dessert: Communications Plan

Appetizer: The Opportunities• Improve user experience• Showcase artists and their work.• Bring energy of live events online.• Seed target messages for donors,

educators, and press.

Main Course

Site Map Wireframes Home Page Design Email Design

Site Map

0.0Home

Performances

PrivacyPolicy

Terms ofUse

Blog

3.0About

ContactUs

Press Room

RSS

Staff

Board

Partners

6.1Press

Releases

Staff Profiles

3.3Jobs

History

1.1ActivistBriefs

1.1ActivistBriefs

Publications

1.2PolicyPapers

1.2Performan

ces

Performances

User Profiles

User Profiles

BlogPosts

6.3In theNews

6.3In theNews

Press E-Mail Sign

Up

Sign up for

eNews

6.3In theNews

6.3In theNews

Newsletter Archive

Credits

AffiliatesSupport

Us

For Educators

Teacher Advisory

Bd.

Other pages...

Filter by type

Filter by performance type, location, etc.

Programs

Artists

Brave New

Voices

Living Word

First World Press

Hybrid Project

1.2PolicyPapers

1.2Performan

ces

Artist Studios

School-Based

Programs

Spokes

Affiliate Profiles

External affiliate sites

Under 21 Open Mikes

Artist blogs,

performances, etc.

Sponsors

DonationPage

0.0

Home

Performances

PrivacyPolicy

Terms ofUse

Blog

3.0

About

ContactUs

Press

Ro o m

RSS

Staff

Board

Partners

6. 1Press

Releases

Staff Profiles

3.3Jobs

History

1.1ActivistBriefs

1.1ActivistBriefs

Publications

1.2PolicyPapers

1.2Performan

ces

Performances

User Profiles

User Profiles

BlogPosts

6 .3In theNews

6.3In theNews

Press E -Mail Sign

Up

Sign up for

eNews

6. 3In theNews

6.3In theNews

Newsletter Archive

Credits

AffiliatesSupport

Us

F o r

Ed u cato rs

Teacher Advisory

Bd .

Other pages ...

Filter by type

Filter by performance type, location, etc.

Pro g rams

Artists

Brave New

Voices

Living Word

First World Press

Hybrid Project

1 .2PolicyPapers

1.2Performan

ces

Artist Studios

School -Based

Programs

Spokes

Affiliate Profiles

External affiliate sites

Under 21 Open Mikes

Artist blogs,

performances, etc.

Sponsors

DonationPage

Home Page

Programs

Brave New

Voices

Living Word

First World Press

Hybrid Project

Under 21 Open Mikes

Site Map

Home Page

Programs

Brave New

Voices

Living Word

First World Press

Hybrid Project

Under 21 Open Mikes

Home Page

About

Staff

Board

Partners

Staff Profiles

Jobs

History

AffiliatesSupport

Us

Spokes

Affiliate Profiles

External affiliate sites

Sponsors

DonationPage

Site Map

Home Page

About

Staff

Board

Partners

Staff Profiles

Jobs

History

AffiliatesSupport

Us

Spokes

Affiliate Profiles

External affiliate sites

Sponsors

DonationPage

Home Page

Performances

Blog

Filter by performance type, location, etc.

Artist Studios

Artist blogs, performances, etc.

Site MapHome Page

Performances

Blog

Filter by performance type, location, etc.

Artist Studios

Artist blogs, performances , etc.

Home Page Design

Clean presentation Strong visual impact Prominently feature artists Show latest events Be easy to update Tie in social networks

Dessert: Communications Plan Welcome Series Monthly Communications Quarterly Communications

Communications Plan

Welcome Series

Tailored messages by audience: Artist Studio Owners Educators General

Communications Plan

Monthly Communications E-Newsletter Artist Studio Success Event Tweets / Status Updates Text Message Broadcasts

Communications Plan

Quarterly Communications E-mail Solicitations Printed Newsletter

Annual Communications Annual Report End-of-Year Solicitation

Communications Plan

Annual Gala Tweet registrations updates Save the date emails Registration reminder Event follow-up email (links to photos)

And now for a break from the regularly scheduled

program…

And now for a break from the regularly scheduled

program…

5 minutes of Q&A5 minutes of Q&A

Cast Your Vote!Text Code 69866

Cast Your Vote!Text Code 69866

• ntc501 for The Wordsmiths • ntc502 for Team Skip 2• ntc503 for Team

Teppanyaki

• ntc501 for The Wordsmiths • ntc502 for Team Skip 2• ntc503 for Team

Teppanyaki

Surprising Flavors on the Palette

Surprising Flavors on the Palette

• Web folks working for nonprofits are pretty damn smart

• More that unites than divides• With goals and focus, you can

accomplish anything in 8 hours

• Web folks working for nonprofits are pretty damn smart

• More that unites than divides• With goals and focus, you can

accomplish anything in 8 hours

More Surprising Flavors…More Surprising Flavors…

• Divide and conquer• Collaboration harder with people

you don’t know that well• ALWAYS have a dog to play with if you spend your Sunday in the

office

• Divide and conquer• Collaboration harder with people

you don’t know that well• ALWAYS have a dog to play with if you spend your Sunday in the

office

And the winner is…And the winner is…

So now, with an open heart and an empty stomach, we

challenge YOU, NTC…

So now, with an open heart and an empty stomach, we

challenge YOU, NTC…

… How do YOU Iron Chef?… How do YOU Iron Chef?

TXT Your Session Evaluation!

TXT <CODE> to 69866

Or complete online at http://nten.org/ntc-eval or on a paper evaluation available in the session room.

Each completed session evaluation enters you to win a FREE 2010 NTC Registration!