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Encouraging the adoption of a Web 2.0 approach

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Page 1: New Tools For A New World Vv5

New tools for a new world

Paul Whitnall

Page 2: New Tools For A New World Vv5

Need for speed

Page 3: New Tools For A New World Vv5

07/04/2023 3

Who am I?

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07/04/2023 4

Who am I?

• I am your servant• My work is to make

charities and churches stronger businesses

• (and therefore more effective)

Page 5: New Tools For A New World Vv5

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

Page 6: New Tools For A New World Vv5

07/04/2023 6

A model based on web 2.0

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07/04/2023 7

Better than

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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.

Page 9: New Tools For A New World Vv5

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.

Page 10: New Tools For A New World Vv5

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.

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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.

Page 12: New Tools For A New World Vv5

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.

Page 13: New Tools For A New World Vv5

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

Page 14: New Tools For A New World Vv5

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.

Page 15: New Tools For A New World Vv5

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.

Page 16: New Tools For A New World Vv5

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.

Page 17: New Tools For A New World Vv5

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.

Page 18: New Tools For A New World Vv5

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.

Page 19: New Tools For A New World Vv5

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.

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If you have a new

Lamborghini....

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The point of this?

•We change our behaviour

•Because of our perceptions of the external context...

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22

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As the world turns...

• Turning in our favour

• Old business models are being swept away

• Replaced by new thinking – and doing!

Page 24: New Tools For A New World Vv5

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

Page 25: New Tools For A New World Vv5

07/04/2023 25

YMCA: businesses in search of a healthy future

• Health check?

• Optimism check?

• Measures of success?

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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

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27

NCVO’s income spectrum

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28

Hybrids

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29

Sustainability

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07/04/2023 30

Future direction?

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07/04/2023 31

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Description of Web 2

• "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 exchange"-Steve Pratt

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Building CommunityAnd

ConnectionsThrough the Web

Credit: Dietmar Offenhuber, Judith Donath, MIT Sociable Media Group

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Two-Way Communication

http://www.flickr.com/photos/jakecaptive/135024146/

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Connections

Creating

Phone CallingTagging

Observing

Bookmarking

Emailing

Sharing

Yammering

Discussing

ReflectingCommenting

Facebooking

Tweeting

Instant Messaging

Cell Texting

http://www.flickr.com/photos/sigmaman/3117718003/

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Inter-connections

http://twoantennas.com/projects/delicious-network-explorer/

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07/04/2023 38

Inter-connectedness...

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From Connections to Community

Connections

Community

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Watwood Facebook Connections

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Community? ? ?

Page 42: New Tools For A New World Vv5

LocalDiscipli

ne

Global

Topical

Classroom

Issue

Community

Page 43: New Tools For A New World Vv5

LocalDiscipli

ne

Global

Topical

Classroom

Issue

Community

YammerFacebook

LinkedInTwitterNing

BlogsTwitterNingSkypeDeliciousSlideshare

WikisTwitterNing

WikisGoogleYouTubeSlideshareBlogsNetvibesDeliciousFriendfeedYammer Grp

WikisTwitterNingBlogs

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07/04/2023 44

Page 45: New Tools For A New World Vv5

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

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We change our behaviour

• Because of our perceptions of the external context...

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07/04/2023 47

The Internet Revolution

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What are you looking for?

Want to buy something?

Stay in touch from anywhere…and

instantly

1994-1998

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Enough said. Let's share.The sum

of all human

knowledge.

1998-2001

What's on your mind?

The first online social

network.

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Let's be friends! What are you doing?

A virtual world.User-

Generated Content 2.0

2001-PRESENT

Facebook me.

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STATIC WEBSITE

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PERSONALIZED WEB

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USER-GENERATED CONTENT

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WEB 2.0

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THE WEB TODAY

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WHAT'S HOT

RIGHT NOW?

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THERE ARE MORE THAN 200,000 BLOG POSTS

EVERY DAY

THERE ARE 1.4 BLOGS CREATED EVERY

SECOND

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LINKED IN HAS MORE

THAN 35 MILLION

REGISTERED USERS

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DIGG ATTRACTS MORE

THAN 236 MILLION

VISITORS EACH YEAR

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THERE ARE MORE THAN 250,000 INDIVIDUAL

SOCIAL NETWORKS CREATED VIA NING

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MICROBLOGGING11% OF US ONLINE ADULTS USE

TWITTER

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Page 63: New Tools For A New World Vv5

AND IT'S NOT JUST

FOR KIDS

ANYMORE

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THREE IN FOUR U.S.

ONLINE ADULTS NOW

USE SOCIAL TOOLS TO

CONNECT WITH EACH

OTHER

Page 65: New Tools For A New World Vv5

FACEBOOK'S 35-54 YEAR-

OLD DEMO IS DOUBLING

EVERY TWO MONTHS

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20% OF 25-34 YEAR-OLDS ONLINE HAVE USED

TWITTER

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SO WHERE ARE WE GOING?

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AGGREGATION & LIFESTREAMING

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TODAY,

VIRTUAL WORLDS ARE

AN IMMERSIVE

ENVIRONMENT

TOMORROW,

THERE WILL BE

AN IMMERSIVE

WEB

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MICRO-EXPRESSIONS

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OH YEAH, AND THERE’S THIS MOBILE

THING HAPPENING

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NEW SCREEN SIZES: NETBOOKS & KINDLE

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SO WHAT?

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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

Page 75: New Tools For A New World Vv5

As the world turns...

• Turning in our favour

• Old business models are being swept away

• Replaced by new thinking – and doing!

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Wikinomics

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Age of collab~oration

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Weapons mass collaboration

• Broadband internet access• Free software to create and share

material• Mobile phones that do everything

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Power of collaborative communities

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New models of service delivery

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Making expertise available to the many

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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

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Four powerful drivers

• Open-ness• Peering• Sharing• Act globally

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One: Openness

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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!

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Two: Peering

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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

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55,000 investors managing 65,000 funds

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Three: Sharing

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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

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Free education from MIT

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Four: Acting globally

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Differences:

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07/04/2023 97

A fundamental difference:

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Web 2.0Resources and tools for the YMCA

Marylène GouletStudent at HEG-Genève

Information Science

August 12th 2008, Geneva

YMCA World Alliance Headquarters

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A web « 1.0 » page

Image and text

Links to navigate through the

website

Web 2.0 : resources and tools for the YMCAAug. 12th, 2008 99

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Web 2.0 : resources and tools for the YMCAAug. 12th, 2008 100

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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

Web 2.0 : resources and tools for the YMCA

Aug. 12th, 2008 101

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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

Web 2.0 : resources and tools for the YMCAAug. 12th, 2008 102

Marylène Goulet
Image retrieved from : http://www.mydigimedia.com/2007/08/09/who_owns_what_media_v20.html
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USEFUL APPLICATIONS FOR THE YMCA

Web 2.0 : resources and tools for the YMCAAug. 12th, 2008 103

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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/

Web 2.0 : resources and tools for the YMCA

Aug. 12th, 2008 104

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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.

Web 2.0 : resources and tools for the YMCA

Aug. 12th, 2008 105

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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 tools for the YMCA 106

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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

Web 2.0 : resources and tools for the YMCA

Aug. 12th, 2008 107

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Web 2.0 : resources and tools for the YMCA

Web 2.0 inside the YMCA

• YMCA public online portal and individualized profiles for workers

• Collaborative bookmarking and sharing

• Wikis and online encyclopedia platform as a resource

• Share podcasts, videos, pictures and multimedia

Aug. 12th, 2008 108

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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.

Web 2.0 : resources and tools for the YMCA

Aug. 12th, 2008 109

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The worst case…

110

Marylène Goulet
Image retrieved from : http://geekandpoke.typepad.com/geekandpoke/2007/12/how-to-use-web.html
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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

efficientlyAug. 12th, 2008 Web 2.0 : resources and tools for

the YMCA 111

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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 tools for the YMCA 112

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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)

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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

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Winning companies today

• Open and porous boundaries• Reach outside their walls to harness

external knowledge, resources, capabilities

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07/04/2023 118

Web 2 model is stronger than Hub based model

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Changing world

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120

Pressure on funding matrix

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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

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4 keys to unlocking future funds

• Innovation• Improvement• Involvement• Imitation

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123

Need for innovators: 1

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124

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)

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How we can achieve

• Know our common purposes and aims• Work collaboratively• Make radical changes – “massive

action”

• That enable Web 2.0 characteristics

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07/04/2023 126

Chicago

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Employee Intranet

YMCA of Metropolitan Chicago

April 2009

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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

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There are many types of communication toolsThe Association is launching an

employee intranet

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The employee intranet will change how we communicate

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Let’s Talk About Communicating Through Email…

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You get emails from everyone,and about everything!

Emails from Individuals

Emails from Groups

Emails to All Staff

“Reply to All” emails

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Most of the information emailed is useful, right?

• Messages• Documents• Pictures• Deadlines!• Reports• Links to…• Ideas!

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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.

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Let’s Face It

Email is like chocolate.

It’s only good for you in moderation.

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So how do you stay informed and get rid of the clutter?

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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?

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Let’s talk about the intranet…

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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

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What will be in our intranet?

• Messages• Documents• Pictures• Deadlines!• Reports• Links to…• Ideas!

So… the same information as in email,

right?

But this is just the

beginning…

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What will be in our intranet?

Release One•One-Way, “Broadcast” communications •Links to external applications •Kronos•yNotes•Business Objects•Etc

Later Releases

•Multiple-way communications, sharing and collaboration•Links to social networks•More integrated applications

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So Instead of Getting All Information Like This…

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You Get Your Information Like This…

Centers

Housing

President’s Office

Camps

Metro Depts.

Child Care

Community Schools

Other HS Programs

Membership Cabinet

Aquatics Cabinet

Sports Cabinet

Assoc. Champions Team

Business Cabinet

Health & Fitness Cabinet

Other Cabinets

IntranetInformation

Tailored To You

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Content for AnyoneStaff

RecognitionCamper Pictures

Meeting Action Items

Building Maintenance

Retention Statistics

Procedure Updates

Client Success Stories

Equipment Replacement

Member Questions

Resident Lounge Issues

Department Deadlines

Staff pictures

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The Intranet Tailors It To YouStaff

RecognitionCamper Pictures

Meeting Action Items

Building Maintenance

Retention Statistics

Procedure Updates

Client Success Stories

Equipment Replacement

Member Questions

Resident Lounge Issues

Department Deadlines

Staff pictures

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Our Intranet Strategy In SummaryAnd just to complicate the point with tons of graphics…

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Intranet Phase Two

Intranet

YMCAApplications

Intranet Phase One

Communications Through Email

Communications Through Intranet

Today

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THANK YOU

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PepsiCo’s Corporate Social Responsibility

extracts

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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

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Who is PepsiCo?

• Frito-Lay North America (FLNA)• Quaker/Tropicana/Gatorade (QTG)• Pepsi-Cola North America (PCNA)• PepsiCo International (PI)

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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.

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Basics of CSR programs

• Human sustainability

• Environmental sustainability

• Our approach

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Human Sustainability

• Giving back to local communities

• Charity • Education

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Giving Back to the Communities

• Everyone profits• PepsiCo: Public relations, marketing,

sales, which eventually turns into profits• Community members: community

programs, YMCA, scholarships, education,

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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

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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

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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

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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???

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IT in itself is not a solution

• What works is computerising something we’re already committed to

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Web 2 model is stronger than Hub based model

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Our starting point

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SWOT

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Strengths

• Brand• Experience• We’re substantial, esp. in volume of

staff• Asset rich

– Cash, or access to cash• Can self-determine

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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

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Opportunities

• Successful models can be replicated• Sweat our assets• Diversification across the income

spectrum• Rationalisation of structure• International partnerships• Leapfrog to new approach

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Threats

• Aggressive competition– Catch 22?

• Encroaching into our territory– Green Pastures?

• Ostrich mentality• Uncoordinated response-ability• Lack of succession planning

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5 options

Do new things in our established ways

Do new things in a new way

Do the same thing in the same way

Do the same thing in different (better) way

Do nothing

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Actual and possible resources

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Opportunities

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Act global

• Time for God• Olympics• Euro connection

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Key words

• Leapfrog• Participation• Openness• Peer-to-peer• Sharing• Global• United

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United by more than the name

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Worksheets

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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

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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?)

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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?

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4: Future Leadership

• How do I invest in attracting a new generation of leaders (both lay and staff) ?

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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?

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6: Working collaboratively

• With whom do I share a common purpose, and how can I work collaboratively with them?

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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

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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

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Thank you

Paul Whitnall

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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