new tools for a new world vv5
DESCRIPTION
Encouraging the adoption of a Web 2.0 approachTRANSCRIPT
New tools for a new world
Paul Whitnall
Need for speed
07/04/2023 3
Who am I?
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)
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
07/04/2023 6
A model based on web 2.0
07/04/2023 7
Better than
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.
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.
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.
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.
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.
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
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.
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.
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.
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.
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.
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.
If you have a new
Lamborghini....
The point of this?
•We change our behaviour
•Because of our perceptions of the external context...
22
As the world turns...
• Turning in our favour
• Old business models are being swept away
• Replaced by new thinking – and doing!
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
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YMCA: businesses in search of a healthy future
• Health check?
• Optimism check?
• Measures of success?
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
28
Hybrids
29
Sustainability
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Future direction?
07/04/2023 31
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
Building CommunityAnd
ConnectionsThrough the Web
Credit: Dietmar Offenhuber, Judith Donath, MIT Sociable Media Group
Two-Way Communication
http://www.flickr.com/photos/jakecaptive/135024146/
Connections
Creating
Phone CallingTagging
Observing
Bookmarking
Emailing
Sharing
Yammering
Discussing
ReflectingCommenting
Facebooking
Tweeting
Instant Messaging
Cell Texting
http://www.flickr.com/photos/sigmaman/3117718003/
Inter-connections
http://twoantennas.com/projects/delicious-network-explorer/
07/04/2023 38
Inter-connectedness...
From Connections to Community
Connections
Community
Watwood Facebook Connections
Community? ? ?
LocalDiscipli
ne
Global
Topical
Classroom
Issue
Community
LocalDiscipli
ne
Global
Topical
Classroom
Issue
Community
YammerFacebook
LinkedInTwitterNing
BlogsTwitterNingSkypeDeliciousSlideshare
WikisTwitterNing
WikisGoogleYouTubeSlideshareBlogsNetvibesDeliciousFriendfeedYammer Grp
WikisTwitterNingBlogs
07/04/2023 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
We change our behaviour
• Because of our perceptions of the external context...
07/04/2023 47
The Internet Revolution
What are you looking for?
Want to buy something?
Stay in touch from anywhere…and
instantly
1994-1998
Enough said. Let's share.The sum
of all human
knowledge.
1998-2001
What's on your mind?
The first online social
network.
Let's be friends! What are you doing?
A virtual world.User-
Generated Content 2.0
2001-PRESENT
Facebook me.
STATIC WEBSITE
PERSONALIZED WEB
USER-GENERATED CONTENT
WEB 2.0
THE WEB TODAY
WHAT'S HOT
RIGHT NOW?
THERE ARE MORE THAN 200,000 BLOG POSTS
EVERY DAY
THERE ARE 1.4 BLOGS CREATED EVERY
SECOND
LINKED IN HAS MORE
THAN 35 MILLION
REGISTERED USERS
DIGG ATTRACTS MORE
THAN 236 MILLION
VISITORS EACH YEAR
THERE ARE MORE THAN 250,000 INDIVIDUAL
SOCIAL NETWORKS CREATED VIA NING
MICROBLOGGING11% OF US ONLINE ADULTS USE
AND IT'S NOT JUST
FOR KIDS
ANYMORE
THREE IN FOUR U.S.
ONLINE ADULTS NOW
USE SOCIAL TOOLS TO
CONNECT WITH EACH
OTHER
FACEBOOK'S 35-54 YEAR-
OLD DEMO IS DOUBLING
EVERY TWO MONTHS
20% OF 25-34 YEAR-OLDS ONLINE HAVE USED
SO WHERE ARE WE GOING?
AGGREGATION & LIFESTREAMING
TODAY,
VIRTUAL WORLDS ARE
AN IMMERSIVE
ENVIRONMENT
TOMORROW,
THERE WILL BE
AN IMMERSIVE
WEB
MICRO-EXPRESSIONS
OH YEAH, AND THERE’S THIS MOBILE
THING HAPPENING
NEW SCREEN SIZES: NETBOOKS & KINDLE
SO WHAT?
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
As the world turns...
• Turning in our favour
• Old business models are being swept away
• Replaced by new thinking – and doing!
Wikinomics
Age of collab~oration
Weapons mass collaboration
• Broadband internet access• Free software to create and share
material• Mobile phones that do everything
Power of collaborative communities
New models of service delivery
Making expertise available to the many
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
Four powerful drivers
• Open-ness• Peering• Sharing• Act globally
One: Openness
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!
Two: Peering
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
55,000 investors managing 65,000 funds
Three: Sharing
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
Free education from MIT
Four: Acting globally
Differences:
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A fundamental difference:
Web 2.0Resources and tools for the YMCA
Marylène GouletStudent at HEG-Genève
Information Science
August 12th 2008, Geneva
YMCA World Alliance Headquarters
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
Web 2.0 : resources and tools for the YMCAAug. 12th, 2008 100
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
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
USEFUL APPLICATIONS FOR THE YMCA
Web 2.0 : resources and tools for the YMCAAug. 12th, 2008 103
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
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
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
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
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
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
The worst case…
110
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
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
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)
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
Winning companies today
• Open and porous boundaries• Reach outside their walls to harness
external knowledge, resources, capabilities
07/04/2023 118
Web 2 model is stronger than Hub based model
Changing world
120
Pressure on funding matrix
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
4 keys to unlocking future funds
• Innovation• Improvement• Involvement• Imitation
123
Need for innovators: 1
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)
How we can achieve
• Know our common purposes and aims• Work collaboratively• Make radical changes – “massive
action”
• That enable Web 2.0 characteristics
07/04/2023 126
Chicago
Employee Intranet
YMCA of Metropolitan Chicago
April 2009
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
There are many types of communication toolsThe Association is launching an
employee intranet
The employee intranet will change how we communicate
Let’s Talk About Communicating Through Email…
You get emails from everyone,and about everything!
Emails from Individuals
Emails from Groups
Emails to All Staff
“Reply to All” emails
Most of the information emailed is useful, right?
• Messages• Documents• Pictures• Deadlines!• Reports• Links to…• Ideas!
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.
Let’s Face It
Email is like chocolate.
It’s only good for you in moderation.
So how do you stay informed and get rid of the clutter?
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?
Let’s talk about the intranet…
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
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…
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
So Instead of Getting All Information Like This…
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
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
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
Our Intranet Strategy In SummaryAnd just to complicate the point with tons of graphics…
Intranet Phase Two
Intranet
YMCAApplications
Intranet Phase One
Communications Through Email
Communications Through Intranet
Today
THANK YOU
PepsiCo’s Corporate Social Responsibility
extracts
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
Who is PepsiCo?
• Frito-Lay North America (FLNA)• Quaker/Tropicana/Gatorade (QTG)• Pepsi-Cola North America (PCNA)• PepsiCo International (PI)
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.
Basics of CSR programs
• Human sustainability
• Environmental sustainability
• Our approach
Human Sustainability
• Giving back to local communities
• Charity • Education
Giving Back to the Communities
• Everyone profits• PepsiCo: Public relations, marketing,
sales, which eventually turns into profits• Community members: community
programs, YMCA, scholarships, education,
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
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
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
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???
IT in itself is not a solution
• What works is computerising something we’re already committed to
07/04/2023 161
Web 2 model is stronger than Hub based model
Our starting point
SWOT
Strengths
• Brand• Experience• We’re substantial, esp. in volume of
staff• Asset rich
– Cash, or access to cash• Can self-determine
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
Opportunities
• Successful models can be replicated• Sweat our assets• Diversification across the income
spectrum• Rationalisation of structure• International partnerships• Leapfrog to new approach
Threats
• Aggressive competition– Catch 22?
• Encroaching into our territory– Green Pastures?
• Ostrich mentality• Uncoordinated response-ability• Lack of succession planning
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
Actual and possible resources
Opportunities
Act global
• Time for God• Olympics• Euro connection
07/04/2023 172
Key words
• Leapfrog• Participation• Openness• Peer-to-peer• Sharing• Global• United
United by more than the name
Worksheets
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
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?)
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?
4: Future Leadership
• How do I invest in attracting a new generation of leaders (both lay and staff) ?
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?
6: Working collaboratively
• With whom do I share a common purpose, and how can I work collaboratively with them?
182
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
183
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
Thank you
Paul Whitnall
07/04/2023 185
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