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Web 2 0 Overview

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Web 2 0 Overview

  1. 1. Web 2.0 Overview NPower Greater DC Region is a nonprofit technology consulting firm serving charitable organizations and foundations in Washington, DC, suburban Maryland, and suburban Virginia. We help our nonprofit partners create greater impact by: Aligning their technology with organizational strategy; Developing the right technology solutions to meet their business and programmatic needs; and Managing technology so that they can better achieve their missions in our community.
  2. 2. Discussion Topics <ul><ul><li>What is Web 2.0? </li></ul></ul><ul><ul><li>How Web 2.0 technologies have helped organizations </li></ul></ul><ul><ul><li>Web 2.0 Case Studies </li></ul></ul><ul><ul><li>Infrastructure implications and cautions </li></ul></ul>
  3. 3. “ Next Generation” of Internet Services Flickr Corporate Blogs Content Management Web 1.0 Web 2.0 Moving from ‘Top-Down’ to ‘Bottom – Up’ Approach <ul><li>Source of Inspiration: Executives </li></ul><ul><li>Key Business Drivers: Existing assets, products, and positioning </li></ul><ul><li>Customer Involvement: Structured </li></ul><ul><li>Tools: Survey, focus groups, storyboards </li></ul><ul><li>Bottom Line: Publishing/ pushing content and knowledge </li></ul><ul><li>Source of Inspiration: Users </li></ul><ul><li>Key Business Drivers: Observations of customer needs </li></ul><ul><li>Customer Involvement: Spontaneous </li></ul><ul><li>Tools: Search, blogs, smart POS, and intranets </li></ul><ul><li>Bottom Line: Harnessing of collective intelligence </li></ul>time <ul><li>Web 2.0 refers to the next generation of Internet-based services such as social networking sites, communication tools and folksonomies, that encourage collaboration and information sharing among users </li></ul><ul><ul><li>Web 2.0 sites generally utilize social media as their key tool: online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other. </li></ul></ul>DoubleClick Google AdSense Ofoto Press Release Britannica Online Wikipedia Personal Websites Blogging Superbowl Ads Page Views Cost per click Wikis Taxonomy Folksonomy Differences in Customer Interaction time
  4. 4. Why should you pay attention to Web 2.0… Implementing Web 2.0 can enhance an organization’s ability to generate funds by creating more vibrant relationships with clients and advance social internal networks Use RSS Clients can see the latest headlines from your organization’s website on their desktops or web browser without visiting your site <ul><li>Global conversations </li></ul><ul><li>Make reading about your organization simple </li></ul><ul><li>Content based on user preference </li></ul><ul><li>Avoids spam </li></ul>Create Tags and Social Bookmarks Assign keywords so information is easy to search, draw attention to your posts, and bring new visitors to your website using Tags <ul><li>Connect the nonprofit community </li></ul><ul><li>Sort and classify information </li></ul><ul><li>Track who is accessing your site </li></ul>New technology for recruiting volunteers Technology can help your organization recruit and schedule volunteers more easily, using real time to increase speed and efficiency <ul><li>Reduce network traffic and improve turn-around time </li></ul><ul><li>Extend existing Web tools </li></ul><ul><li>Provide a malleable framework for customized services </li></ul>Set up an online community Increase social networking, communication and awareness between members by allowing members to tell their own story <ul><li>Helps build community by sharing Projects and Goals </li></ul><ul><li>Identifies contents users care about </li></ul><ul><li>Attracts new members, founders, volunteers </li></ul>How Does It Work? What Can It Mean for your Organization? Web 2.0 Capability
  5. 5. How some nonprofits are putting Web 2.0 to work… <ul><li>These charities were chosen by NetSquared for their excellence in online storytelling and collaboration with their donors. These organizations are winners because of their web 2.0 smarts and a willingness to engage their constituents far beyond asking them to dig into their pockets. </li></ul>Personalized sponsorships--you choose which entrepreneur to support. Leveraging traditional TV to support online efforts: http://www.kiva.org What’s Smart about it? Find more than 1,200 local soup kitchens and food pantries via first-ever interactive maps of hunger and food resources in New York City: http://www.nyccah.org Microdonations are encouraged; use of MySpace, YouTube, message boards: http://www.aspca.org Structured around small one-time gifts of financial assistance. Highlight: the ability for donors to give through eBay auctions: http://www.modestneeds.org The &quot;Defending our Oceans&quot; campaign gives their members a voice and a platform: http://oceans.greenpeace.org/en/ A well-designed group blog on tools, ideas, and solutions that bring about positive change: http://www.worldchanging.com KIVA New York City Coalition Against Hunger ASPCA Modest Needs Greenpeace Worldchanging Source: http://www.squidoo.com/org20 Defending our Oceans: GreenPeace Video Salvation Army Skit from SNL Use of myspace and RSS feeds to reach a large set of audience http://www.salvationarmy.org http://www.myspace.com/salvationarmy Salvation Army Albert Ruesga, Vice President, Programs and Communications, Meyer Foundation blog http://www.postcards.typepad.com/white_telephone is one of the top 10 nonprofit blogs according to the Chronicle of Philanthropy. Meyer Foundation
  6. 6. NPO Blog: Promoting Literacy and Great Work Posting first-hand accounts of childrens’ experiences after Hurricane Katrina on their blog gave MagazineLiteracy the opportunity to provide a real-life view of the children that potential donors could help MagazineLiteracy.org is a nonprofit organization that aims to build community literacy partnerships to help children learn to read, and build their self-esteem <ul><li>In August 2005, Hurricane Katrina devastated the Boys and Girls Club of the Gulf Coast </li></ul><ul><li>The place many children went to for relief from every day life troubles was gone </li></ul><ul><li>These children needed help rebuilding their Boys and Girls Club, and their lives </li></ul><ul><li>Through partnerships with magazine publishers, MagazineLiteracy.org sent gift subscriptions to the children of the Boys and Girls Club of the Gulf Coast </li></ul><ul><li>Hundreds of magazine subscriptions have been made possible by MagazineLiteracy’s partnerships that support schools, shelters, and community literacy programs </li></ul><ul><li>MagzineLiteracy.org posted first hand accounts of Boys and Girls Club members’ lives after the storm on their blog </li></ul><ul><li>They set a goal to send children’s magazines to over 675 children in the Boys and Girls Clubs of the Gulf Coast </li></ul>The Solution: Engage Web 2.0 The Impact The Challenge
  7. 7. NPO User Communities & Collaboration: Improving Quality of Life … <ul><li>The surgeon turned to his network at Interplast, and posted information and a picture of the child on Interplast’s “Grand Rounds” discussion board </li></ul><ul><li>An oculoplastic surgeon from Dartmouth College replied within a few days of the Zambian doctor’s original posting </li></ul>This collaboration, which led to one child’s eyesight being saved, was enabled by Interplast’s successful use of user communities and collaboration Interplast is a nonprofit philanthropic organization focusing on providing reconstructive surgeries and educating doctors in developing countries <ul><li>In 2005, Zambia’s only plastic surgeon had to perform a complicated procedure on a newborn suffering from a serious case of ichthyoids </li></ul><ul><li>The child’s vision was in jeopardy </li></ul><ul><li>The surgeon wanted to solicit input from doctors who faced such a complicated case before </li></ul><ul><li>As the only plastic surgeon in a country slightly larger than the state of Texas, the plastic surgeon could not count on local resources to assist him by providing information or helping with the procedure </li></ul><ul><li>Utilizing the Dartmouth doctor’s expert advice, the Zambian surgeon successfully performed the surgery to open the newborn’s eyes </li></ul><ul><li>To share the news of success with his American colleague, the surgeon uploaded post-surgery photos to Interplast’s Grand Rounds discussion board </li></ul><ul><li>The child did remarkably well </li></ul>The Solution: The Impact The Challenge
  8. 8. NPO Social Networking: Engaging Young Volunteers … <ul><li>The CEO of Do Something created a Do Something Club and promoted it on Facebook and My Space, two social-networking sites that both have millions of members, many of them younger than 30 </li></ul><ul><li>The Do Something Club enabled kids to start up clubs at their school that relate to their interests, at no cost and with no deadlines </li></ul>The success of Do Something Clubs has helped charities increase awareness, build membership, mobilize supports, find volunteers, and support fund-raising efforts through the use of social-networking Do Something is a nonprofit philanthropic organization that encourages young people to volunteer <ul><li>Many students had communicated that their school’s “Community Service Club” was boring, bureaucratic, lame, or didn’t exist at all </li></ul><ul><li>A young high school intern was frustrated by the by the bureaucracy involved in getting a project off the ground for her school's community-service club when she could easily solicit comments by posting ideas on Facebook </li></ul><ul><li>Within months of posting information on the social-networking sites, the charity had persuaded at least 56 schools to start Do Something Clubs </li></ul><ul><li>Many non-profits have met their dream of engaging youngsters and becoming a part of many schools </li></ul>The Solution: The Impact The Challenge
  9. 9. What Implementing Web 2.0 can mean for your infrastructure Web 2.0 sites require a software/server infrastructure and IT focus that are different from Web 1.0 sites of the past <ul><li>With greater opportunity to attract and maintain users comes greater risk of security </li></ul><ul><li>breaches. </li></ul><ul><li>Discipline on the part of skilled developers can minimize this risk. </li></ul><ul><li>Web 2.0 sites must consider security from the beginning. </li></ul><ul><ul><li>AJAX code can potentially execute malicious code when loaded into a visitor browser. </li></ul></ul><ul><ul><li>JavaScript, MS Visual Basic, Adobe ActiveScript, and Micromedia Flash all have the potential to launch malicious code back towards a server </li></ul></ul>Security Scale <ul><li>Start-ups are no longer caught up in the nuts and bolts of computing and the ‘get big fast‘ mantra of Web 1.0. </li></ul><ul><li>Web 2.0 focus is placed on the customer experience and community building elements, thus allowing infrastructure to be outsourced. </li></ul>Lightweight Development <ul><li>Speed is a hallmark of Web 2.0 </li></ul><ul><li>Web 2.0 sites must be highly adaptable </li></ul><ul><li>Developers are finding lightweight development tools can be very helpful. </li></ul><ul><ul><li>AJAX, Ruby, and Flash are all popular options </li></ul></ul>Content Management <ul><li>Web 2.0 companies face a great challenge finding the best way to manage content. </li></ul><ul><li>Web 2.0 sites must create their own content management strategy since commercial products do not yet support the unique nature of Web 2.0 content (wikis, blogs flogs, ratings, etc.) </li></ul>
  10. 10. Open Issues and Debates around Web 2.0 As with any other new technology or web application, caution should be exercised with Web 2.0 as well <ul><li>Just because new features can quickly be delivered to the customer, it does not necessarily mean they should be </li></ul>Beware of excess Privacy Beware of release thrashing Uptime is not cheap or easy First Impressions <ul><li>Rapid release cycles quickly become counter-productive and inefficient if not supported by appropriate internal tools and processes </li></ul><ul><li>Do not underestimate the cost and effort necessary to achieve high levels of service availability </li></ul><ul><li>As seen with Salesforce.com’s high-profile reliability issues, any service-quality failures can lead to customer- and public-relations challenges, so look to match service level requirements to needs </li></ul><ul><li>Instrumentation of application and profiling user behavior must be done with appropriate privacy and security guidelines </li></ul><ul><li>Understanding what’s most important as well as ensuring that what is released is adequately functional and reliable </li></ul>
  11. 11. It’s not as hard as it sounds….a few last words of advice <ul><ul><li>Use Familiar Features </li></ul></ul><ul><ul><ul><li>Don't innovate or try to improve features or processes that users are already familiar with </li></ul></ul></ul><ul><ul><ul><li>Devise something clever that replaces a traditional Excel download, or alert messaging, but don’t stray too far from what users would be expecting </li></ul></ul></ul><ul><ul><ul><li>If the technology is implemented badly or if Web 2.0 or social media is not an appropriate approach given an organization’s goals, then the implementation could actually degrade the customer experience. </li></ul></ul></ul><ul><ul><li>Allow for users to be of varying levels of experience with web technologies </li></ul></ul><ul><ul><ul><li>For example: create a 'basic' and 'advanced' mode: </li></ul></ul></ul><ul><ul><ul><ul><li>The latter displays every feature you packed into your system- with the idea that features they don't need will not detract from their experience  </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The former would focus on the core features, with tips and help to increase their knowledge of the system as they require use of more advanced functions </li></ul></ul></ul></ul><ul><ul><li>Focus on functionality that will drive the most value for your organization </li></ul></ul><ul><ul><ul><li>Be perfect with a few things rather than being good at many things. Web 2.0 may allow you to create features in products that have traditionally been a pain to use (calendaring, email, etc.), but focus on few that make the largest impact to your organization </li></ul></ul></ul><ul><ul><li>Be consistent </li></ul></ul><ul><ul><ul><li>Anyone developing with next-generation features is creating the new standard for web applications. As seen in the past, over time, certain things become standard: 'My Account' in the upper right, logos in the upper left, copyright info in the footer, etc.  </li></ul></ul></ul>Organizations that are considering implementing Web 2.0 technologies should keep in mind certain critical success factors

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