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New Tools For A New World Vv5

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Encouraging the adoption of a Web 2.0 approach

Encouraging the adoption of a Web 2.0 approach

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  • 1. New tools for a new world Paul Whitnall
  • 2. Need for speed
  • 3. Who am I? 22/05/2009 3
  • 4. Who am I? • I am your servant • My work is to make charities and churches stronger businesses • (and therefore more effective) 22/05/2009 4
  • 5. Overview • A changing world • YMCA: Businesses looking for a healthy future • In the new world, a model based on Web 2.0 thinking is better • How we can be web 2.0
  • 6. A model based on web 2.0 22/05/2009 6
  • 7. Better than 22/05/2009 7
  • 8. A changing world The Times. Jan 1 2009 “Forget the silliness. It's time to get serious in 2009” • Richard Watson is the author of Future Files, published by Nicholas Brealey, £12.99.
  • 9. It's good to be serious again. • We have suffered from too much choice and there will be less. • People will be more self-reliant and they will learn to say no • Family and community will be pushed back together • it's almost a Blitz mentality.
  • 10. Eco-cynics • suffering from environmental exhaustion. – When the economy is in a mess we've got more immediate things to worry about; we're worried about now. • People are getting fed up with being told how to behave, – especially by hypocritical politicians and celebrities • environmental consciousness can just be cynical marketing. – People won't fall for it any more; sales of organic food will continue to nosedive.
  • 11. Seriousness • people can resort either to escape (everything from movies to virtual worlds) or find out what's going on. • Those with a taste for seriousness – will seek out analysis of complex issues and ideas in the media and in books, and – they'll debate philosophy in the pub. • Hemlines will go down, hairlines will go up • For students, expect a swing away from doctorates in Emmerdale to the mainstream, especially science and engineering.
  • 12. Unplugging • Digital technology has reduced the need for face-to-face contact. – you can be too connected, and that it's time to unplug. • people will start to edit and unwire their lives, removing unwanted “friends” and dropping out of social networks as they reclaim personal or family time. • an interest in analogue products: – fountain pens, wet-film photography and vinyl records.
  • 13. Ditch the debt • The piggy bank is back; – it's not clever to hold debt any more. – paying off credit cards and overdrafts, • spend less by cutting back on non- essentials. – fixing things rather than throwing them away, – getting rid of the second car, getting a smaller car • Expect to see downsizing and second homes on the market
  • 14. Authenticity • Authentic people, authentic, uncomplicated products, tradition and nothing flash. • Forget designer water; it's tap • Showing off is dead, provenance and patina are cool; flawed doesn't mean imperfect, it means interesting. • If you have a new Lamborghini, you'll keep it in the garage. It's not the sort of signal that you want to send out.
  • 15. Imbys • Nimbys are people who object to things happening in their local area (Not in My Back Yard); Imbys (In My Back Yard) are the opposite. • They want things to happen locally because they support local production and consumption, and they will campaign to get their way. • Their motives are social, economic, ethical and environmental. • They're interested in anything made by hand, and will support a small family business or a village shop rather than a national or global brand. • Imbys won't buy Chinese.
  • 16. We not me • To get through this mess, we will have to stick together, • a new emphasis on the wellbeing of the family, the team, neighbours, the community, the common good and looking after each other rather than being a selfish individual. • People will withdraw from the wider world and do whatever needs to be done with their own guys. • You are trying to regain control, and this takes you back to the familiar. • Organisations will respond by becoming increasingly driven by values as they recognise that it is people's experience they are buying or selling, not just their time.
  • 17. Delayed gratification • the trend is towards tradition, home- made, simplicity; – in some ways, after years of being overloaded with complexity and too much choice, we're returning to the 1950s. • Expect to see a resurgence of home cooking because it's cheap, and a stress- relieving activity that pulls the family together. • Basics will replace frills, treats will be little things - a tiny box of chocolates - not grand gestures.
  • 18. Fear and loathing • We are living in nervous times and the result is a new age of insecurity. • Things are out of our control, and someone, somewhere, is to blame. • Anxiety and resentment breed fear, and this means that people are looking for scapegoats.
  • 19. Anger • We are entering a nasty period, possibly as much as a decade, in which economic uncertainty will become a catalyst for some unpleasant attitudinal and behavioural shifts. • Just as racism and patriotism grew in the wake of the 1930s Depression in the US, economic issues will bring nationalist attitudes (and the BNP) to the fore.
  • 20. If you have a new Lamborghini ....
  • 21. The point of this? •We change our behaviour •Because of our perceptions of the external context...
  • 22. 22
  • 23. As the world turns... • Turning in our favour • Old business models are being swept away • Replaced by new thinking – and doing!
  • 24. Back to the future! • These new approaches are well suited to the YMCA – We recognise these – We have experience of them – We can leap-frog to new efficiencies • Extreme success • Building on things we are culturally adapted for • If we can reclaim some approaches from our heritage
  • 25. YMCA: businesses in search of a healthy future • Health check? • Optimism check? • Measures of success? 22/05/2009 25
  • 26. Mission: Make healthy YMCAs • “By Strong YMCA we mean a YMCA that: – has mission clarity, – is socially relevant and – is institutionally viable and accountable.” • Bart Shaha, – Secretary General, World Alliance of YMCAs
  • 27. NCVO’s income spectrum 27
  • 28. Hybrids 28
  • 29. Sustainability 29
  • 30. Future direction? 22/05/2009 30
  • 31. 22/05/2009 31
  • 32. Description of Web 2 • quot;If Web 1.0 was a one-way „speech‟ to the crowd or a „push‟ of information, Web 2.0 is a dialogue, a conversation, and a two-way exchangequot;-Steve Pratt
  • 33. Building Community And Connections Through the Web Credit: Dietmar Offenhuber, Judith Donath, MIT Sociable Media Group
  • 34. Two-Way Communication http://www.flickr.com/photos/jakecaptive/135024146/
  • 35. Emailing Cell Texting Observing Connections Phone Calling Tagging Creating Sharing Bookmarking Discussing Tweeting Facebooking Reflecting Commenting Yammering Instant Messaging http://www.flickr.com/photos/sigmaman/3117718003/
  • 36. Inter-connections http://twoantennas.com/projects/delicious-network-explorer/
  • 37. Inter-connectedness... 22/05/2009 38
  • 38. From Connections to Community Connections Community
  • 39. Watwood Facebook Connections
  • 40. Community ???
  • 41. Local Issue Discipline Community Classroom Global Topical
  • 42. Yammer Facebook Local Wikis LinkedIn Twitter Twitter Ning Issue Discipline Ning Blogs Community Wikis Google Blogs YouTube Twitter Slideshare Classroom Global Ning Blogs Skype Netvibes Delicious Delicious Slideshare Friendfeed Yammer Grp Wikis Topical Twitter Ning
  • 43. 22/05/2009 44
  • 44. History and development of Web 2.0 • The Loop – Norbert Weiner – Jewish fighter • The Peer – Stewart Brand – Californian Hippie • The Tie – Marshall McLuhan – Canadian academic • The Network Effect – Pierre Bayard – French professor • Non-linear – Nablus – Israeli soldiers
  • 45. We change our behaviour • Because of our perceptions of the external context...
  • 46. The Internet Revolution 22/05/2009 47
  • 47. 1994-1998 What are you Want to buy Stay in touch from looking for? something? anywhere…and instantly
  • 48. 1998-2001 The sum The first Enough said. Let's share. What's on your of all online mind? human social knowledge network. .
  • 49. 2001-PRESENT User- What are Let's be friends! A virtual world. Facebook me. you doing? Generated Content 2.0
  • 50. STATIC WEBSITE
  • 51. PERSONALIZED WEB
  • 52. USER-GENERATED CONTENT
  • 53. WEB 2.0
  • 54. THE WEB TODAY
  • 55. WHAT'S HOT RIGHT NOW?
  • 56. THERE ARE MORE THAN THERE ARE 1.4 BLOGS 200,000 BLOG POSTS CREATED EVERY EVERY DAY SECOND
  • 57. LINKED IN HAS MORE THAN 35 MILLION REGISTERED USERS
  • 58. DIGG ATTRACTS MORE THAN 236 MILLION VISITORS EACH YEAR
  • 59. THERE ARE MORE THAN 250,000 INDIVIDUAL SOCIAL NETWORKS CREATED VIA NING
  • 60. MICROBLOGGING 11% OF US ONLINE ADULTS USE TWITTER
  • 61. AND IT'S NOT JUST FOR KIDS ANYMORE
  • 62. THREE IN FOUR U.S. ONLINE ADULTS NOW USE SOCIAL TOOLS TO CONNECT WITH EACH OTHER
  • 63. FACEBOOK'S 35-54 YEAR- OLD DEMO IS DOUBLING EVERY TWO MONTHS
  • 64. 20% OF 25-34 YEAR-OLDS ONLINE HAVE USED TWITTER
  • 65. SO WHERE ARE WE GOING?
  • 66. AGGREGATION & LIFESTREAMING
  • 67. TODAY, TOMORROW, VIRTUAL WORLDS ARE THERE WILL BE AN IMMERSIVE AN IMMERSIVE ENVIRONMENT WEB
  • 68. MICRO-EXPRESSIONS
  • 69. OH YEAH, AND THERE’S THIS MOBILE THING HAPPENING
  • 70. NEW SCREEN SIZES: NETBOOKS & KINDLE
  • 71. SO WHAT?
  • 72. Back to the future! • These new approaches are well suited to the YMCA – We recognise these – We have experience of them – We can leap-frog to new efficiencies • Extreme success • Building on things we are culturally adapted for • If we can reclaim some approaches from our heritage
  • 73. As the world turns... • Turning in our favour • Old business models are being swept away • Replaced by new thinking – and doing!
  • 74. Wikinomics
  • 75. Age of collab~ oration
  • 76. Weapons mass collaboration • Broadband internet access • Free software to create and share material • Mobile phones that do everything
  • 77. Power of collaborative communities
  • 78. New models of service delivery
  • 79. Making expertise available to the many
  • 80. Age of participation • My space – One hundred million users • Facebook • You Tube • Linux • Wikipedia • This is the age of participation Bottom-up participation in decision making
  • 81. Four powerful drivers • Open-ness • Peering • Sharing • Act globally
  • 82. One: Openness
  • 83. One: Openness – Be Porous • to external ideas and human capital – Proctor & Gamble – Be Transparent • let other people see what you‟ve got (and need) – Goldcorp – Share • Let others use your material – MIT – Communicate!
  • 84. Two: Peering
  • 85. Two: Peering • A new form of organisation • Anti-hierarchical • Peer production • Succeeds because it leverages self- organisation • We all do this together Biological Open Source Iicences Marketocracy
  • 86. 55,000 investors managing 65,000 funds
  • 87. Three: Sharing
  • 88. Three: Sharing • Manage intellectual property differently – Protect some key things, share most things – Pharmaceutical firms collaborating • A rising tide lifts all boats • Radical sharing is a win-win for everyone (Sun microsystems) – Skype – self-sustaining phone system
  • 89. Free education from MIT
  • 90. Four: Acting globally
  • 91. Differences:
  • 92. A fundamental difference: 22/05/2009 97
  • 93. Web 2.0 Resources and tools for the YMCA Marylène Goulet Student at HEG-Genève Information Science August 12th 2008, Geneva YMCA World Alliance Headquarters
  • 94. A web « 1.0 » page Image and text Links to navigate through the website Aug. 12th, 2008 Web 2.0 : resources and tools for the YMCA 99
  • 95. Aug. 12th, 2008 Web 2.0 : resources and tools for the YMCA 100
  • 96. Categories of Web 2.0 services • News and Stories • Weblogs and personal Websites • Films and Videos • Bookmark Management • Music • Instant Messaging • Photo Sharing and Album Management • Wikis • Social Networking Aug. 12th, 2008 Web 2.0 : resources and 101
  • 97. The web 2.0’s « big players » Most of these sites like Google, Yahoo and MSN are now owners of the most popular 2.0 web services. With registration they now offer; •A video-sharing service •Customization of the home page •A music search directly linking to seller‟s website •Blogging platform •Linking to major social networking services •Image and photo sharing •Bookmarking services •Satellite imaging and geotagging Aug. 12th, 2008 Web 2.0 : resources and tools for the YMCA 102
  • 98. USEFUL APPLICATIONS FOR THE YMCA Aug. 12th, 2008 Web 2.0 : resources and tools for the YMCA 103
  • 99. A bookmark application • When navigating upon the web, we are bound to find some content interesting. • Whether is it professional or personnal interest, managing an important collection of links may be difficult. • A social bookmarks manager Delicious : http://delicious.com/ Aug. 12th, 2008 Web 2.0 : resources and 104
  • 100. Delicious Summary • Save your links • Easy click-button in Firefox browser • Tag your content • Decide sharing or not the links • Create “bundles”, sort of categories under which you regroup similar or different tags. Aug. 12th, 2008 Web 2.0 : resources and 105
  • 101. Multimedia sharing • Films and videos – Share and display on websites – www.youtube.com • Photo albums – Tagging and sharing – www.flickr.com Aug. 12th, 2008 Web 2.0 : resources and 106
  • 102. Netvibes • What is it? – A personal start page – A RSS agregator – Centralize all your feeds in one place – Customize design, tabs and page settings – Access it from any computer in the world. – www.netvibes.com Aug. 12th, 2008 Web 2.0 : resources and 107
  • 103. • YMCA public online Web portal and individualized profiles for workers 2.0 • Collaborative bookmarking and sharing inside • Wikis and online encyclopedia the platform as a resource YMCA • Share podcasts, videos, pictures and multimedia Aug. 12th, 2008 Web 2.0 : resources and tools for the YMCA 108
  • 104. What can web 2.0 do for us? • Bring great added value to communication inside and outside a work environment. • Share easily information between collegues. • Display your status to co-workers. • Be online, display information, get users to give you feedback. • Share personal or work stories that can inspire, motivate or entertain • Reach out to your members, interact with them. • Standardize your online content, making it accessible to users and collegues through different levels of privacy. Aug. 12th, 2008 Web 2.0 : resources and 109
  • 105. The worst case… 110
  • 106. Open issues and implications • Web 2.0 services are fast, simple and easy to use – Anyone can use them without special technical knowledge • Encourages sharing and creativity • A fun and enriching way of searching for information • Can encourage people to work more efficiently Aug. 12th, 2008 Web 2.0 : resources and 111
  • 107. Open issues and implications • Be careful about what you read. – In Web 2.0, the wealth of information is largely composed by the concept of open contribution. • Establish guidelines in work environnements to use web 2.0 applications • Read through the privacy settings of any web 2.0 site. Aug. 12th, 2008 Web 2.0 : resources and 112
  • 108. How to apply these approaches? • Learn how to operate in new environment – Throw away some detailed plans • Behave like a kindergarten teacher – Be way ahead of your charges – Allow a degree of freedom – Intervene to stabilize desirable patterns (and destabilize undesirable)
  • 109. Build a critical mass of participants – Core group that guides • Supply an infrastructure for collaboration – Standards – Legal frameworks – dedicated entities – Intellectual properties – Spread costs across network • Make sure all participants can harvest some value
  • 110. Winning companies today • Open and porous boundaries • Reach outside their walls to harness external knowledge, resources, capabilities
  • 111. Web 2 model is stronger than Hub based model 22/05/2009 118
  • 112. Changing world
  • 113. Pressure on funding matrix 120
  • 114. Pressure on funding matrix • Less government money • Charitable grants are under pressure – And at a local level we don‟t have much experience or success, resources nor aptitude to win • Philanthropy is moving towards a much more engaged model of investment partnership • Sales – customers expecting higher standards, greater choice
  • 115. 4 keys to unlocking future funds • Innovation • Improvement • Involvement • Imitation
  • 116. Need for innovators: 1 123
  • 117. Need for innovators: 2 • Who leads on this in the YMCA? • Who leads on this in your YMCA? • Who leads the Board in this? • Do you have any innovators? – If not, can you access any • Do you have 16% with you to bring change? (a staff of 40 – need just 7) 124
  • 118. How we can achieve • Know our common purposes and aims • Work collaboratively • Make radical changes – “massive action” • That enable Web 2.0 characteristics
  • 119. Chicago 22/05/2009 126
  • 120. Employee Intranet YMCA of Metropolitan Chicago April 2009
  • 121. The basic problem • We communicate through phone, email and meetings • Email only reaches 16% of our employees • By trying to bridge this gap, we constantly over- communicate through email
  • 122. There are many types of communication tools The Association is launching an employee intranet
  • 123. The employee intranet will change how we communicate
  • 124. Let‟s Talk About Communicating Through Email…
  • 125. You get emails from everyone, and about everything! Emails from Individuals Emails from Groups Emails to All Staff “Reply to All” emails
  • 126. Most of the information emailed is useful, right? • Messages • Documents • Pictures • Deadlines! • Reports • Links to… • Ideas!
  • 127. But the downside of email is… Email doesn‟t reach all employees You have to think about who should get your email ahead of time… Chances are you‟ll miss someone, or include the wrong person Emails get archived, lost, deleted, or you just can‟t find them when you need them And, your inbox is full… again.
  • 128. Let‟s Face It Email is like chocolate. It’s only good for you in moderation.
  • 129. So how do you stay informed and get rid of the clutter?
  • 130. What if you could… Communicate with staff without sending a single email? Find anything related to “Retention”? Have a dedicated section just for area of expertise? Find a link someone posted four months ago? Not be overwhelmed by emails?
  • 131. Let‟s talk about the intranet…
  • 132. The upside of our intranet? It will be available to all staff Communications are targeted and real-time Information is centralized for all to find: you and future staff, too Look at it now or later, the information is not getting lost
  • 133. What will be in our intranet? • Messages • Documents So… the same information as in • Pictures email, right? • Deadlines! • Reports • Links to… • Ideas! But this is just the beginning…
  • 134. What will be in our intranet? Release One • One-Way, “Broadcast” Later Releases communications • Multiple-way • Links to external communications, sharing applications and collaboration • Kronos • Links to social networks • yNotes • More integrated applications • Business Objects • Etc
  • 135. So Instead of Getting All Information Like This…
  • 136. You Get Your Information Like This… Centers Membership Cabinet Housing Aquatics Cabinet President‟s Office Sports Cabinet Intranet Camps Information Tailored To You Assoc. Champions Metro Depts. Team Business Cabinet Child Care Health & Fitness Community Schools Cabinet Other HS Programs Other Cabinets
  • 137. Content for Anyone Staff Equipment Member Recognition Replacement Questions Client Resident Camper Success Lounge Pictures Stories Issues Meeting Procedure Department Action Items Updates Deadlines Building Retention Staff pictures Maintenance Statistics
  • 138. The Intranet Tailors It To You Staff Equipment Member Recognition Replacement Questions Client Resident Camper Success Lounge Pictures Stories Issues Meeting Procedure Department Action Items Updates Deadlines Building Retention Staff pictures Maintenance Statistics
  • 139. Our Intranet Strategy In Summary And just to complicate the point with tons of graphics…
  • 140. Communications Through Email Today Intranet Phase One Intranet Phase Two Communications Through Intranet Intranet YMCA Applications
  • 141. THANK YOU
  • 142. PepsiCo‟s Corporate Social Responsibility extracts
  • 143. PepsiCo's Vision • PepsiCo has a responsibility to continually improve all aspects of the world in which we operate in • To creating a better tomorrow than today
  • 144. Who is PepsiCo? • Frito-Lay North America (FLNA) • Quaker/Tropicana/Gatorade (QTG) • Pepsi-Cola North America (PCNA) • PepsiCo International (PI)
  • 145. CSR Goals • To make a positive impact in the communities we serve as we strive for profitable growth • To sustain the environment in all areas in which we do business.
  • 146. Basics of CSR programs • Human sustainability • Environmental sustainability • Our approach
  • 147. Human Sustainability • Giving back to local communities • Charity • Education
  • 148. Giving Back to the Communities • Everyone profits • PepsiCo: Public relations, marketing, sales, which eventually turns into profits • Community members: community programs, YMCA, scholarships, education,
  • 149. Charities • YMCA • In 2006, $11.6 Million over the next Five years – YMCA‟s Activate America • In hopes to reverse the growing obesity epidemic • We also sponsor: Save the Children, AIDS care centers, and disaster relief organizations
  • 150. Education • The Quality Trust and Growth (QTG) scholarship • Ten $10,000 scholarships annually • Created by our east division – goes to schools on the east coast • Other individual owners do local scholarships
  • 151. Education cont. • Corporate funding for public schools • What influence did corporations have on your high school? • Sponsor athletic funds? football scoreboard? • Donations to schools for logos to be put on things
  • 152. Conclusion cont. • Our approach – We‟re always looking for new ways to improve our corporate social responsibilities – As technology evolves so will our approaches – Any questions???
  • 153. IT in itself is not a solution • What works is computerising something we‟re already committed to
  • 154. Web 2 model is stronger than Hub based model 22/05/2009 161
  • 155. Our starting point
  • 156. SWOT
  • 157. Strengths • Brand • Experience • We‟re substantial, esp. in volume of staff • Asset rich – Cash, or access to cash • Can self-determine
  • 158. Weaknesses • Organisational spaghetti • Lack of clear focus • No new approaches • Issues of governance at multi-levels • Over-dependent on Govt funds • Lack of profile or people to win us profile
  • 159. Opportunities • Successful models can be replicated • Sweat our assets • Diversification across the income spectrum • Rationalisation of structure • International partnerships • Leapfrog to new approach
  • 160. Threats • Aggressive competition – Catch 22? • Encroaching into our territory – Green Pastures? • Ostrich mentality • Uncoordinated response-ability • Lack of succession planning
  • 161. 5 options Do the same thing in the same way Do nothing Do the same thing in different (better) way Do new things in a Do new things in our new way established ways
  • 162. Actual and possible resources
  • 163. Opportunities
  • 164. Act global • Time for God • Olympics • Euro connection
  • 165. Key words • Leapfrog • Participation • Openness • Peer-to-peer • Sharing • Global • United 22/05/2009 172
  • 166. United by more than the name
  • 167. Worksheets
  • 168. 1: Strategic direction • Which of the 5 options should I be steering my Y towards? 1. Do the same thing in the same way 2. Do the same thing in a different (better) way 3. Do new things in our established ways 4. Do new things in a new way 5. Do nothing
  • 169. 2: Governance • Can I imagine a world with a smaller better board? – (at, say, a sub-regional level rather than a local one) – (and how can I get there?)
  • 170. 3: Role in a network • What ~ in a Web 2 distributed model ~ is the area of work I personally would like to lead on, invest in and be significant in?
  • 171. 4: Future Leadership • How do I invest in attracting a new generation of leaders (both lay and staff) ?
  • 172. 5: Investing in extra resources • 12 new staff enhancing the work of this Chief Executives‟ Network (in a distributed network) would be able to achieve great strides in improving support, representation and development of YMCA work across England. Where could we get the investment from?
  • 173. 6: Working collaboratively • With whom do I share a common purpose, and how can I work collaboratively with them?
  • 174. Go Look • Bamboo Project Blog – Educate, Advocate, Innovate, Collaborate • Virtue ventures • Innovation exchange • NCVO sustainability project • New Philanthropy Capital • Let there be light <Paul C Light blog> • Value Based Management . net 182
  • 175. Things to do • Join ACEVO • Read • Take Blue Sky time • Don‟t do today work: do future work • Recruit/ select a Change Champion • Create a second –aspiration – budget • Share – collaborate – use www! • Just do it 183
  • 176. Thank you Paul Whitnall
  • 177. Discussion rule • When you hit a roadblock –Recognise it –Note it (area of blockage). Have the notes ready to share –Blow it up so its no longer there –Press on 22/05/2009 185