This document discusses how Web 2.0 has shifted the balance of power from traditional media brands that control content creation and distribution to social media where consumers can participate in and influence conversations. It provides examples of how organizations and social movements are using social networks like WiserEarth and tools like Wikipedia, YouTube, and blogs to connect people and build alliances in support of social justice and sustainability issues. The document advocates for using these new media tools to empower communities and co-create a more just and sustainable world.

1. Web 2.0….is
this a way for
us to create a
more just &
sustainable
world?
Photo source: Flickr.com – Here‟s looking at you
http://www.flickr.com/photos/aunto

2. Taking a video….

5. Web 2.0 shifts balance of power
$

6. What‟s changing?
Traditional Media Social Media
Brands/service create Content created by consumer/
the content or co-created
Brands/service Consumer controls
control everything
“We publish you listen” Part of the conversation (push and pull)
(all push)
Single read & Add/modify/some rights reserved
copyright (notion of Creative Commons)
Repeat same message Adapt/improve the message/beta
Focused on the brand/service Focused on the consumer
Source: Adapted from Neil Perkin „What‟s Next in Media‟

7. Speaking Out
Source: http://www.flickr.com/photos/klbw/2524083477/

8. Social media & the power of trust
Source: Faris Yakob http://tinyurl.com/c8c256

9. The Online Ecosystem
Organizations & those that support them now have
the opportunity to interact beyond one website.
Source: Common Knowledge

10. Reporting ethic violence in Kenya

12. Wikipedia

13. Human Genome project

14. The largest social movement in the world…

15. WiserEarth: The social network for sustainability
WiserEarth.org helps the global movement of
of people and organizations working toward
social justice, indigenous rights, and
environmental stewardship to
connect, collaborate & build alliances

16. WiserEarth: The social network for sustainability

17. Sharing & building visibility for our work
Inside WiserEarth and Outside
Automatically
Push Email
Indexed by Google
Recommendations to
our 50,000 Members
Automatically
Tweeted
WiserEarth Search
(over 1 million / year) Your
Event, Job
or
Resource Pushed out via
RSS Feeds
Spread Virally
via Friend Feed
Available to add to
2,000+ Online Groups Auto-Publish on partner site
accessed by 250,000 people

18. Time for change…
“We are moving from a world created for
and by privilege to a world created by
community.”
Paul Hawken, writer of Blessed Unrest

19. What are we going to do to co-create a more just &
sustainable world?
Web
2.0
www.WiserEarth.org

20. List of a few resources
The Networked Nonprofit: Beth Kanter & Allison Fine (2010)
Wikinomics: How mass collaboration changes everything - Don
Tapscott & Anthony Williams (2006) & MacroWikinomics (2010)
Here Comes Everybody: The power of organizing without
organizations - Clay Shirky (2008)
The Social Pulpit – Barack Obama‟s social media toolkit
Designing for the Social Web – Joshua Porter (2008)
The Packard Foundation: “Working Wikily” report
Ben Rigby‟s Book „Mobilizing Generation 2.0′
http://www.mobilevoter.org/book.html
Blogs…for starters…
WiserEarth’s blog:http://blog.wiserearth.org/
Beth’s Blog: www.bethkanter.org
Mashable: http://mashable.com/
Social Media Biz: http://www.socialmedia.biz/
Contact me:
www.wiserearth.org/user/camilla
Twitter: CamillaWiser