A couple weeks ago I stood up in front of a whole bunch of people and explained that I was a failure. I told the story of how one of my online projects had been a complete, total, and epic failure. Is it counterintuitive to expose your mistakes? To be certain.

People like to be celebrated–and I’m no different–so the very idea of “outing” yourself as a failure all seems, at first glance, to be crazy. But think about how all successful communities feature some element of sharing success and failure.

Unlike religious communities, we don’t have high holy days to gather around. Unlike cultural communities, we don’t have a common food, dance, or art to flock to. Unlike geographic communities, we don’t have a physical space we commonly use.

Online people communicate in many spaces. I use my WordPress blog here, my Twitter, and my Facebook as my three main digital rooms. Others prefer more gated and adaptable communities like Ning or stick-with-what-they-know-music-loving-MySpace.

In the physical space the so-called “social media community” has serialized events or one-off fundraisers. DemoCamp, BarCamp, ChangeCamp, Ignite, Social Media Breakfast, Third Tuesday, Social Media Book Club, TEDx, PodCamp, Twestival, and a whole host of others.

None of these spaces lend themselves to the natural airing of failures at the “actual” level rather than the theoretical or “ideas” level. Which is to say,  a group of action-oriented individuals saw a gap in the Ottawa event-market. A place for informal, serious, yet lighthearted examinations of online communications case studies.

Case Study Jam is the creation of a group of core “doers” in Ottawa, as they call themselves. These are people you see online everyday and attending  tech and “social media community” events.

I was pleased to be able to have a venue to get my personal online communications failure on the table.

The DailyBlogPost account came about as a “free idea” from Julien Smith, the Montreal-based podcaster and co-author of Trust Agents. So, I thought – great idea! I’ll register the account. Everything after that went awry. It became a chore, there was no feedback from people, community didn’t gather around this one-tweet-a-day account. In short, the idea had a kernel of good, my execution was what was wrong.

Here is how I heralded its arrival on my blog.

The short take on my personal FAIL:

• DailyBlogPost was a very bad attempt at a Twitter account.
• Being inspired by Internet superstar Julien Smith didn’t mean guaranteed success.
• I broke every rule I had learned with my personal Twitter account.
• I gave up. Thirty tweets in; I plum didn’t care anymore. Bad attitude.

You can listen to my whole presentation here (I think I was channeling @Julien that night; my presentations are usually more PG) and read the recap of the whole night lovingly crafted by the team at Case Study Jam.

Also, @DailyBlogPost is up for free again. Want to take it on? Fix my mistakes? Comment below (or just comment to add ridicule and scorn).

In the next few days I’m going to feature some stories on the digital tactics that firms are using to apply specific bouts of pressure to specific media outlets. These high-stakes, no-holds-barred firms are successfully using ads on Google, Facebook, and blogs to correct the record and and to skewer opponents.

Today’s case study is based on an article in Politics Magazine titled, “How digital ads helped turn CNN’s Lou Dobbs problem into a PR nightmare.” It’s a story about an old tactic turned digital with the end result being Dobbs resignation from CNN, citing this campaign as a factor.

Campaign Elements

Two partners at the consulting firm Chong + Koster (which describes itself as a “digital consultancy that specializes in high-stakes communications and win-or-lose situations around the world”) wanted to neutralize an opponent on behalf of their clients–America’s Voice, along with Media Matters, Presente.org, and others.

“The coalition aimed to take the poster child of the xenophobia movement—Lou Dobbs—out of the debate before it began.”

Here is a brief picture of the digital tactics used to support their strategic objective:

1) Create the hook

“We would make an amazing ad to drive donations, yet too controversial for CNN to accept. If the campaign raising enough money to air the ad during ‘Latino in America’ wasn’t enough to generate press, then the placing, the inevitable rejection and subsequent runs on other networks would. All the while, MediaMatters and Presente.org would run their own petition to drop Lou Dobbs, thus building a narrative that appreciated the commitment of the coalition.”

2) Get their attention

“If CNN thought of this as a three-day story, it would have passed. We had to get their attention at the very beginning, so they would set up Google Alerts to monitor the story, and to ensure each little hit was noticed and made them nervous. This is where digital ads shine.”

3) Ruthless targeting, Facebook Ad buy, $1750

“The Facebook feature ‘workplace targeting’ was our primary weapon. We targeted all CNN/AOL-Time Warner employees with 500 points per day (the Facebook max). We ran dozens of different ads, testing message hooks from ‘Why did you let Lou Dobbs broadcast from a hate rally?’ to ‘Why is CNN profiting off racism?’ We even called out CNN’s on-air talent by name…”

4) Hard sell fundraising asks via Facebook ads, undisclosed

“The majority of the Facebook budget was spent running the ads to progressives and Latinos with a hard fundraising ask.”

5) Blog ad buy, $10,000

“Within 24 hours, we also launched banner ads that paired the best performing imagery, hook, and call-to-action from the Facebook ads on political blogs.”

6) Google Ads, undisclosed (Blue State Digital was the vendor)

“delivering about 500,000 ad impressions per day, but we were also raising money from our clicks”

7) Access traditional earned media via trade media and online press

“We also leaked the story of the digital buy to ClickZ—one of the most well-read digital advertising publications. We chose them because an editor named Kate Kaye is the foremost journalist covering political digital ads, and they are exceedingly well syndicated and search engine optimized (anything that they post triggers dozens of Google Alerts). This post led to a post by MediaBistro—the insider rag for journalists—and the story exploded from there.”

This firm used tougher-than-nails tactics to get their clients point across to big American media. It worked like a charm. But at what cost?

It’s pretty clear that this firm doesn’t care about burning bridges with the traditional media. They only care about getting their point across. Suffice it to say that if someone in official Ottawa tried a stunt like this, they would probably be on the defensive for some time.

Tomorrow: What if you are on the other end of online ad-war tactics like these? We have a couple of pointers.

On June 20, 2009, two-hundred guests gathered at the Museum of Civilization to celebrate the achievements and dedication of a brilliant group of young Canadians.

NAHO Role Model Awards 2009 from Ian Capstick on Vimeo.

For twenty-five years the National Aboriginal Role Model Awards have celebrated and promoted the work of outstanding Inuit, First Nations, and Métis youth from across the country.  MediaStyle worked with the staff at the National Aboriginal Health Organization to create an exciting and vibrant event to honour the NAHO 2009 Role Models and the programs silver anniversary.

High-quality production for less

The gala evening, held in the spectacular Grand Hall of the Canadian Museum of Civilization, was a celebration of the young role models and a showcase of Aboriginal culture in Canada.  The twelve role models and youth spokesperson watched an honour song from the mezzanine level of the Museum of Civilization, were introduced individually, and entered the Grand Hall to a “voice from above.”

Here is a sample: “Please welcome…”

By using a NAHO staff member and keeping audio cuts to a minimum, we were able to put a polished element into the show for little to no additional cost; music was donated by former role model Ry Moran and was an important part of the show.

Creative Visuals

This annual awards event honours Inuit, First Nations, and Métis youth aged 14-30 and their experiences as aboriginal people.  We worked with Leslieville Production’s Aylwin Lo to create animations and templates for a multimedia show to compliment the event.  MediaStyle used the template to bring images of the role model’s home communities into the event; the screens also served the dual purpose of thanking the role model program sponsors.
This is a video of the animated slides used for the awards show.  The role models and photos of their communities are featured after the sponsor slides at the 2:05 minute mark.

NAHO 2009 Role Model Awards slides from Ian Capstick on Vimeo.

Special Touches

• To keep event costs down, MediaStyle designed and constructed the floral arrangements using a floral wholesaler.  We also made sure the flowers didn’t go to waste at the end of the night by providing a small printed gift tag attached to a ribbon instructing guests to take the flowers home.  You can download the PDF for the stickers (flowers-takehome) we used.  (print on clear Avery labels, number 8660, and attach to simple tags)
• Colourful in-house NAHO banners added a directional element and colour in the registration area and upper mezzanine area
• MediaStyle had a dedicated VIP handler on site to escort guests to a pre-event cocktail
• We ensured extra time at the VIP reception to allow for an outdoor smudging and blessing

What I think worked

• Short Twitter hash tag, #cco09 was suggested by one of the core organizers as the ideal tag for ChangeCamp Ottawa 2009.  It was short, compact, and could be easily deciphered by non-participants
• Conversation started before the ChangeCamp at City Hall; organizers used it to help direct attention to ongoing collaboration on the GoogleGroup
• Active monitoring and engagement with Twitter by conference organizers for references to the venue, “ChangeCamp” (in all forms:  Change Camp, ChangeCamp Ottawa #changecamp #cco09
• Core group of dedicated Twitter users logged in and working the back channel regularly, including @scilib, @caitinkealy, and @nickcharney
• Reaching out to participants via Direct Message, @ reply and in-person; encouraging people to use the hash tag and the wiki
• Free reliable WiFi connectivity (sponsored by Atria Networks)
• Organizers available in blue “Change Agent” shirts ready to help

Tools we used to tweet

• Laptops/iPhone
• TweetDeck
• TwitterBerry
• Twitter Search
• Dabr: “a mobile web interface to Twitter’s API”

What I’d change

• Remind people at the opening circle to use Twitter as a means of collaboration
• Print out “hash-tag reminders” to post near the Grid; late morning we added the tag to each of the flip-charts
• Provide a projected Twitter-wall to encourage tweets; the location at Ottawa City Hall didn’t lend itself too immediate
• Increased integration with the wiki “gardeners”; increased suggestion to cross-pollinate ideas
• If possible add a live Twitter projection, for this you will need:

1. projection screen/white wall
2. good quality projector
3. extension cords
4. volunteer monitors/facilitators
5. Two Canadian tools can be used to help project at a live event ScribbleLive & CoveritLive can be used to capture tweets; also FriendFeed can also be set up as an aggregation RSS feed

[Thanks to Nick, Richard, and Caitlin for reminding me about the tools used to help facilitate the Twitter stream; photos by BluRasis, MCM Photography, and Richard]

Aggregate of tweets from ChangeCamp Ottawa 2009

<a href=”http://www.coveritlive.com/mobile.php?option=com_mobile&task=viewaltcast&altcast_code=b1358ebd2f” mce_href=”http://www.coveritlive.com/mobile.php?option=com_mobile&amp;task=viewaltcast&amp;altcast_code=b1358ebd2f” >ChangeCamp Ottawa</a>

Citizens lined up at microphones and didn’t yell or make accusations like at most “town halls” in Ottawa.  Instead, people proposed sessions, self-organized and taught each other about governance, the Internet, and what it means to be part of the community of Ottawa.  I believe a real testament to the long-term impact of relationships built, ideas, and thoughts shared at City Hall on May 16 is the ongoing work, online and in real life, because of ChangeCamp Ottawa.

Over 100 citizens came together around one question:

How do you re-imagine government and citizenship in the age of participation?

Now, the conversation continues online and in real life.  The ChangeCamp wiki is being tended to by participants and people are still posting, podcasting, and processing their thoughts on the day.  Ottawa was Canada’s second ChangeCamp.  (Here is a great recap how ChangeCamp arrived in the nation’s capital.)

As organizers we knew the event was going to work when people “got it”:  citizens pitched ideas, the grid was built, and sessions started all with only mild guidance at a few key points.  Organizers could sit back and see City Hall was abuzz with activity and ideas.

But, did we make “change”?

It’s a lofty goal.  Change.  Did we achieve “change?”  Did we expect to in one day?  I think we were able to create new relationships, bring ideas together, and collaborate in organizing a very worthwhile day.  A quick glance at the digital products and archive of the day quickly proves this type of event, the very design of the event, empowers, motivates, and inspires.

Motivation.  Inspiration.  Empowerment.  Sounds like change to me.

Digital Round Up

• one amazing line up of sessions, also know as “the grid”
• one podcast/hyperlocal radio show (the debut, no less!) feature
• five Flip video cameras in operation for the day, producing over 60 videos
• two amazing photographers on site all day:  MCM Photography and Ming Wu
• one on-going live aggregate of all blog, photos, and tweets via FriendFeed
• nearly 400 photos posted to Flickr
• well over 500 status updates on Twitter

Live Coverage

ChangeCamp Ottawa was covered live by Apt. 613 using ScribbleLive, the staff of Senator McCoy (on their blog), with near-live audio using AudioBoo.fm, and tweets aggregated using CoveritLive by MediaStyle.

Video Coverage by EventBot (www.eventbots.ca)

Post-Event Coverage

• ConsciousImages podcast by Robin Browne
• Stimuluswatch.ca posting
• WorldChanging.com blog post on Tracey Lauriault
• Non-linear creations blog post
• A great wrap up by Joe Boughner
• Post at DataLibre.ca
• Virtual Eye See’s take on part of the day

Important Lessons Learned

As an organizing group these are the big lessons from ChangeCamp Ottawa:

• It’s critically important to be proactive in inviting and ensure decision makers/elected officials attend ChangeCamp
• Make the day shorter; 8:30 AM – 5:00 PM was too long for such involved conversations and debate
• Think green as well, it’s tough with an ad-hoc group to keep environmentally conscience
• Here are the post ChangeCamp Ottawa meeting notes, GoogleGroup and at the ChangeCamp.ca Wiki
• How and what action do you want from the ChangeCamp in your city?  How will ideas make it into reality?

Action Items and Next Steps

• Continued work at the ChangeCamp wiki by some groups
• What other venues can ChangeCamp participants meet in year-round?
• Formal survey will go out to the registered ChangeCamp, results posted when crunched
• Report is being created by Digital Ottawa, PDF to be posted at the wiki
• ChangeAgents from Ottawa are on standby to help Vancouver, Edmonton, and other cities if they have questions or want support
• Pathable continue to be available for registered participants

• 3400 cupcakes
• $2000 raised for Women Alive
• 600 participants
• 100 of them bakers
• 2:06 p.m., the time the room hit capacity
• 30 volunteers
• 4 amazing judges

Blog Posts:

Life on the Go by “Venissa” was in early and out early making room for others.
Equal Oppourtunity Kitchen had “backstage access” as a volunteer.
We inspire: Duh-licious has their own “cupcakes contest” going.
BrowynMaye has some suggestions over on her LiveJournal on how to make it a better event.
Kim Vandermeer has photos with deep, rich vibrant colours; very cool.
Blurasis was “surprised it didn’t get chaotic”.
Lenny’s World was amazed by number of cupcakes.

In Flickr Pictures:

Mike Geiger
Mocking Music
Patty Crowe
Kim Vandermeer
Jenn Farr
Lenny Wu
Blurasis

Please add any photos you have to the Capital CupcakeCamp and the CupcakeCamp photo pool.

And, a personal note:

This CupcakeCamp would not have been possible without our dedicated crew of volunteers.  They were with us from the moment we arrived at the community centre to the minute we finished mopping the floor.  The spirit they brought to the event was almost as sweet as the cupcakes.  The spirit of generosity, along with the cloy smell of sugar, was in the air Sunday afternoon.  I’m so proud to have been a part of this wild and chaotic cupcake adventure.  From the countless smiles to the folks in the long line who congratulated us instead of complaining about the long line.  We all collaborated as a community to create a truly a very positive day.  (And, pssst…I’m in for Capital CupcakeCamp 2.0, are you?)