Ok, the session sounded
interesting on paper but now
       that I‟m here…

What the hell IS this?
NTC, San Francisco
   April 27th, 2009
Welcome to Technology Stadium

    3 matrixed teams of frienemies
•
    Share process and brain power
•
    Create differe...
Here You Will See…
    Meal preparation
•
    Secret Ingredient unveiled
•
    Each team’s meal in 15 minutes or less
•
  ...
THIS is how we Iron Chef.
  (imagine dramatic music here)
Sunday, February 8th
      Our day of Unrest

(or what happened when 11 web professionals
 gave up their Sunday to do some...
Cooks In The Kitchen
                     (Never too many)

• Beaconfire Consulting
Ali Cherry, Eve Simon, Milo Sybrant
• ...
Using all senses, skills, creativity
                (the rules)

• 3-4 people per team including a
  captain
• Address go...
The Day began..
•   Ingredient revealed 3 days prior
•   Met at Beaconfire in Arlington, VA at 10 am
•   Teams & Captains ...
Planning, Strategy & more Atlas

•   Team Breakouts
•   Generated questions for SI
•   Named the teams
•   Created a plan ...
The Secret Ingredient … speaks
• Hour long conference call with SI ED
• Asked questions
• Asked more questions
• Eyeballed...
And off we went ...
•   Started to work
•   Had some lunch
•   Worried we would run out of time
•   Came up with some cool...
Now you see how we did it…
Meet the Challengers
Now for the SI…
The Secret Ingredient (SI):
     YOUTH SPEAKS
The Secret Ingredient (SI):
          YOUTH SPEAKS
• Spoken word performance, education &
  youth development
• Shift the ...
YouthSpeaks.org should…
• Be where young voices are taken seriously (and
  take themselves seriously)
• Challenge young pe...
Let the Battle BEGIN!
Meet The Wordsmiths
Susan Sobel                          Milo Sybrant,
Finkelpearl,                           Amnesty
Free...
Tell stories (youth, staff, volunteers, teachers,

    community)
    Leverage opportunity of HBO

    Better leverage e...
SWOT analysis

     Strengths: Live events, video assets, engaged
      community, brand recognition, celebrity support
...
2 - Short-    3 - Long
1 - HBO
          term (6-12    Term (12+
 Triage
           months)       months)
Challenge:

     Short timeline to prepare site and campaign for
     HBO documentary release
    Solution:

     Spla...
Target Actions:
                                    • Email Sign-up
                                    • Donation
       ...
Challenge:

     Fix major site problems
     Engage new and existing audience resulting from
     HBO exposure
    Sol...
Homepage features

     Slideshow
     Success story pages: “Behind the Word”

    Youth Speaks Events

     Google C...
Challenge:

     Build integrated strategy for social
      media/network use
     Maximize social network assets
    ...
Solution:
   Strategy
    ▪ Find mentors
    ▪ Add social media expert to board
    ▪ Delegate roles to members of youth ...
And now for…
Our Vision for 2009:
 The most dynamic, open, and connected
  festival ever.
 More people get involved in fundraising.
...
Goals:

     Buzz building in select major cities
     Two-way interaction btw events
    How:

     Youth watch Slam...
• Twitter
          • Flickr
Chicago
          • Video


          • Twitter
House
          • Flickr
Parties
          • ...
Goal: cover expenses for 50 teams (500

    participants) to attend BNV
    Total revenue goal: $500,000

Methods:
    –...
Time before
                           Task                            Description
   event:
5 months      Buzz marketing ...
Goal: 1,500+ participants tell their story of BNV ’09.


    “Behind the Word” participants share “ground truth” with the...
Flickr
                           Utterli
   YouTube


             Centralized      Other
Twitter      content on
       ...
Meet Team Skip2
Ali Cherry,
                                    Maureen
Beaconfire
                                    Wal...
OUR APPROACH


                    Listen
                    Brainstorm
                    Focus
                    Pri...
FIRST COURSE!




TODAY’S STARTER:
A STRATEGIC PLAN
CLIENT GOALS

    SHOWCASEthe words and artists


    INCREASE number of donors

    and dollars donated

    EDUCATE au...
CLIENT GOALS

    PROMOTE nation-wide chapter

    events to increase attendance

    INTEGRATE work of local chapters

...
OUR STRATEGY

      RUN
12 - 18 Months

     JOG
6 – 12 Months


     WALK
 3 – 6 Months
WALK 3-6 MONTHS
    ARTISTS: Showcase 10 active artists on website

              Publish their profiles and work
       ...
JOG 6 - 12 MONTHS
    ARTISTS: Expand poems and words on new site

             Add weekly podcast featuring an artist
  ...
RUN 12 - 18 MONTHS
    ARTISTS: Add profiles for all event participants

              Allow users to “fan” and “follow” ...
KEY SUCCESS METRICS
• Volume of fans per artist   • Volume of post-event
  and artist content          comments

• Visits ...
SECOND COURSE!



                  SURF AND TURF:
                      ONLINE
                 & OFFLINE PLATES
Chef’s T...
OUR THINKING

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

    Best place to conn...
EVENT CHECKLIST

    Develop a system to coordinate tasks

    pre/during/post events
    Identify staff and volunteers a...
SUGGESTED ACTIVITY

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

     Capitalize on the ...
TFA EMAIL BLAST
THIRD COURSE!




                 A YUMMY NEW
                  HOME PAGE
Chef’s Tip!
Keep your site
developer
away from
...
4 HOUR HOME PAGE SPECIAL


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

    Used collateral f...
REVIEW THE BILL

    Define and respond to client goals


    Create a manageable strategic plan


    Identify key meas...
Thank You
It was a pleasure serving you
             today!


(Tips are appreciated)
Meet Team Teppanyaki
                   鉄板焼き              Jimmy
                                    Cudzilo ,
Eve Simon,
 ...
Our Offering
    Appetizer: The Opportunities




    Main Course: Site Map,


    Wireframes, Home Page Design,
    Ema...
Appetizer: The Opportunities
    Improve user experience
•

    Showcase artists and their work.
•

    Bring energy of li...
Main Course
    Site Map


    Wireframes


    Home Page Design


    Email Design

Site Map
Site Map
Site Map
Site Map
Home Page Design
    Clean presentation


    Strong visual impact


    Prominently feature artists


    Show latest ...
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

 Tex...
Communications Plan
Quarterly Communications
 E-mail Solicitations

 Printed Newsletter



Annual Communications
 Annua...
Communications Plan

Annual Gala
    Tweet registrations updates


    Save the date emails


    Registration reminder
...
And now for a break from the
regularly scheduled program…


    5 minutes of Q&A
Cast Your Vote!
   Text Code 69866
• ntc501 for The Wordsmiths
• ntc502 for Team Skip 2
• ntc503 for Team Teppanyaki
Surprising Flavors on the Palette
• Web folks working for nonprofits
  are pretty damn smart
• More that unites than divid...
More Surprising Flavors…
• Divide and conquer
• Collaboration harder with people you
  don‟t know that well
• ALWAYS have ...
And the winner is…
So now, with an open heart and
an empty stomach, we challenge
         YOU, NTC…
… 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 pap...
NTC09: Iron Chef: Battle Non profit
NTC09: Iron Chef: Battle Non profit
NTC09: Iron Chef: Battle Non profit
NTC09: Iron Chef: Battle Non profit
NTC09: Iron Chef: Battle Non profit
NTC09: Iron Chef: Battle Non profit
NTC09: Iron Chef: Battle Non profit
NTC09: Iron Chef: Battle Non profit
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NTC09: Iron Chef: Battle Non profit

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Using just one secret ingredient (a small Bay Area nonprofit), three web teams will compete in the heat of battle, offering up exceptional tasting menus, each featuring a delicious new homepage design, a well-seasoned fundraising campaign and a perfectly balanced social networking plan. Only one team can prevail – who will it be? You be the judge, NTC! Come see how this unique project brought together a dozen web pros from competing firms, created amazing work for a very special organization, and taught us all the true power of our industry. We promise you won’t leave hungry.

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NTC09: Iron Chef: Battle Non profit

  1. 1. Ok, the session sounded interesting on paper but now that I‟m here… What the hell IS this?
  2. 2. NTC, San Francisco April 27th, 2009
  3. 3. 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 •
  4. 4. 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 •
  5. 5. THIS is how we Iron Chef. (imagine dramatic music here)
  6. 6. Sunday, February 8th Our day of Unrest (or what happened when 11 web professionals gave up their Sunday to do something crazy)
  7. 7. Cooks In The Kitchen (Never too many) • Beaconfire Consulting Ali Cherry, Eve Simon, Milo Sybrant • Forum One Communications Andrew Cohen, Michaela Hackner, Brian Pagels • Free Range Studios Susan Finkelpearl, Ross Nover • Firefly Partners Maureen Wallbeoff, Jimmy Cudzilo, Erin Johansen Hurwitt
  8. 8. 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!
  9. 9. 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
  10. 10. Planning, Strategy & more Atlas • Team Breakouts • Generated questions for SI • Named the teams • Created a plan of action for the day • Atlas helped …
  11. 11. 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
  12. 12. 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
  13. 13. Now you see how we did it…
  14. 14. Meet the Challengers
  15. 15. Now for the SI…
  16. 16. The Secret Ingredient (SI): YOUTH SPEAKS
  17. 17. 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
  18. 18. 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
  19. 19. Let the Battle BEGIN!
  20. 20. Meet The Wordsmiths Susan Sobel Milo Sybrant, Finkelpearl, Amnesty Free Range International Studios (formerly Beaconfire) Michaela Hackner, Erin Sundari Forum One Johansen Hurwitt, Communications Firefly Partners
  21. 21. 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 
  22. 22. 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
  23. 23. 2 - Short- 3 - Long 1 - HBO term (6-12 Term (12+ Triage months) months)
  24. 24. Challenge:   Short timeline to prepare site and campaign for HBO documentary release Solution:   Splash page on site to capture incoming traffic  Technological capabilities: ensure site can handle increased traffic load
  25. 25. Target Actions: • Email Sign-up • Donation Youthspeaks.org • Find local • Behind the Word: more events/chapter stories from the HBO • Tell-a-friend other viral mechanisms series HBO • T.V. • Web site
  26. 26. Challenge:   Fix major site problems  Engage new and existing audience resulting from HBO exposure Solution:   Improve navigability  Improve ability to edit  Improve design
  27. 27. Homepage features   Slideshow  Success story pages: “Behind the Word” Youth Speaks Events   Google Calendar/Map mash-up Flickr-generated photo slideshow  Video library: tagged and “filterable”  Resource tools for educators  Social network “hub” 
  28. 28. Challenge:   Build integrated strategy for social media/network use  Maximize social network assets  Take up opportunity that mobile presents
  29. 29. 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
  30. 30. And now for…
  31. 31. 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.
  32. 32. 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
  33. 33. • Twitter • Flickr Chicago • Video • Twitter House • Flickr Parties • Video
  34. 34. 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
  35. 35. Time before Task Description event: 5 months Buzz marketing campaign Outreach to key bloggers promoting events starts 4 months Sitelet launches Home page promotion; message to list; keyword buys • Include alumni and their families 3-4 months Direct mail drop and email campaign 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
  36. 36. 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 
  37. 37. Flickr Utterli YouTube Centralized Other Twitter content on content BNV sitelet
  38. 38. Meet Team Skip2 Ali Cherry, Maureen Beaconfire Wallbeoff, Consulting Firefly Partners Ross Nover, Free Range Brian Pagels, Studios Forum One
  39. 39. OUR APPROACH Listen Brainstorm Focus Prioritize Create Chef’s Tip! Knives are very helpful during the brainstorming phase.
  40. 40. FIRST COURSE! TODAY’S STARTER: A STRATEGIC PLAN
  41. 41. CLIENT GOALS SHOWCASEthe 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
  42. 42. 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
  43. 43. OUR STRATEGY RUN 12 - 18 Months JOG 6 – 12 Months WALK 3 – 6 Months
  44. 44. WALK 3-6 MONTHS ARTISTS: Showcase 10 active artists on website  Publish their profiles and work Engage 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
  45. 45. 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
  46. 46. 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
  47. 47. KEY SUCCESS METRICS • Volume of fans per artist • Volume of post-event and artist content comments • Visits from social • Speed of adding event networking sites contentpost-event • Growth of house file and •Traffic to event pages; network artist profiles; blog posts •Repeat attendee count • Chapter event attendance • Number of RSS • Donation dollars and subscribers donor pool
  48. 48. SECOND COURSE! SURF AND TURF: ONLINE & OFFLINE PLATES Chef’s Tip! Five minutes of break time can help the kitchen staff stay on track.
  49. 49. 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
  50. 50. 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
  51. 51. SUGGESTED ACTIVITY Send a ‘Thanks for Attending’ (TFA) email blast the day after each live event 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
  52. 52. TFA EMAIL BLAST
  53. 53. THIRD COURSE! A YUMMY NEW HOME PAGE Chef’s Tip! Keep your site developer away from open flame.
  54. 54. 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’
  55. 55. 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
  56. 56. Thank You It was a pleasure serving you today! (Tips are appreciated)
  57. 57. Meet Team Teppanyaki 鉄板焼き Jimmy Cudzilo , Eve Simon, Firefly Beaconfire Partners Consulting Andrew Cohen, Forum One Communications
  58. 58. Our Offering Appetizer: The Opportunities  Main Course: Site Map,  Wireframes, Home Page Design, Email Design Dessert: Communications Plan 
  59. 59. 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.
  60. 60. Main Course Site Map  Wireframes  Home Page Design  Email Design 
  61. 61. Site Map
  62. 62. Site Map
  63. 63. Site Map
  64. 64. Site Map
  65. 65. Home Page Design Clean presentation  Strong visual impact  Prominently feature artists  Show latest events  Be easy to update  Tie in social networks 
  66. 66. Dessert: Communications Plan Welcome Series  Monthly Communications  Quarterly Communications 
  67. 67. Communications Plan Welcome Series Tailored messages by audience:  Artist Studio Owners  Educators  General
  68. 68. Communications Plan Monthly Communications  E-Newsletter  Artist Studio Success  Event Tweets / Status Updates  Text Message Broadcasts
  69. 69. Communications Plan Quarterly Communications  E-mail Solicitations  Printed Newsletter Annual Communications  Annual Report  End-of-Year Solicitation
  70. 70. Communications Plan Annual Gala Tweet registrations updates  Save the date emails  Registration reminder  Event follow-up email (links to photos) 
  71. 71. And now for a break from the regularly scheduled program… 5 minutes of Q&A
  72. 72. Cast Your Vote! Text Code 69866 • ntc501 for The Wordsmiths • ntc502 for Team Skip 2 • ntc503 for Team Teppanyaki
  73. 73. 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
  74. 74. 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
  75. 75. And the winner is…
  76. 76. So now, with an open heart and an empty stomach, we challenge YOU, NTC…
  77. 77. … How do YOU Iron Chef?
  78. 78. 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!

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