Encouraging the adoption of a Web 2.0 approach

1. New tools for a
new world
Paul Whitnall

2. Need for speed

3. Who am I?
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4. Who am I?
• I am your servant
• My work is to make
charities and churches
stronger businesses
• (and therefore more
effective)
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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
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7. Better than
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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?
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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?
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31. 22/05/2009
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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/

37. Inter-connections
http://twoantennas.com/projects/delicious-network-explorer/

38. Inter-connectedness...
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39. From Connections to
Community
Connections Community

40. Watwood Facebook Connections

41. Community
???

42. Local
Issue Discipline
Community
Classroom Global
Topical

43. 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

44. 22/05/2009
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45. 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

46. We change our behaviour
• Because of our perceptions of the
external context...

47. The Internet Revolution
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48. 1994-1998
What are you Want to buy Stay in touch from
looking for? something? anywhere…and
instantly

49. 1998-2001
The sum The first
Enough said. Let's share. What's on your of all online
mind? human social
knowledge network.
.

50. 2001-PRESENT
User- What are
Let's be friends! A virtual world. Facebook me. you doing?
Generated
Content 2.0

51. STATIC WEBSITE

52. PERSONALIZED WEB

53. USER-GENERATED CONTENT

54. WEB 2.0

55. THE WEB TODAY

56. WHAT'S HOT
RIGHT NOW?

57. THERE ARE MORE THAN THERE ARE 1.4 BLOGS
200,000 BLOG POSTS CREATED EVERY
EVERY DAY SECOND

58. LINKED IN HAS MORE
THAN 35 MILLION
REGISTERED USERS

59. DIGG ATTRACTS MORE
THAN 236 MILLION
VISITORS EACH YEAR

60. THERE ARE MORE THAN 250,000 INDIVIDUAL
SOCIAL NETWORKS CREATED VIA NING

61. MICROBLOGGING
11% OF US ONLINE ADULTS USE
TWITTER

63. AND IT'S NOT
JUST
FOR KIDS
ANYMORE

64. THREE IN FOUR U.S.
ONLINE ADULTS NOW
USE SOCIAL TOOLS TO
CONNECT WITH EACH
OTHER

65. FACEBOOK'S
35-54 YEAR-
OLD DEMO IS
DOUBLING
EVERY TWO
MONTHS

66. 20% OF 25-34 YEAR-OLDS
ONLINE HAVE USED
TWITTER

67. SO WHERE ARE WE GOING?

68. AGGREGATION & LIFESTREAMING

69. TODAY, TOMORROW,
VIRTUAL WORLDS ARE THERE WILL BE
AN IMMERSIVE AN IMMERSIVE
ENVIRONMENT WEB

70. MICRO-EXPRESSIONS

71. OH YEAH, AND
THERE’S THIS MOBILE
THING HAPPENING

72. NEW SCREEN SIZES: NETBOOKS & KINDLE

73. SO WHAT?

74. 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

75. As the
world
turns...
• Turning in
our favour
• Old business models are being
swept away
• Replaced by new thinking
– and doing!

76. Wikinomics

77. Age of
collab~
oration

78. Weapons mass collaboration
• Broadband internet access
• Free software to create and share
material
• Mobile phones that do everything

79. Power of collaborative
communities

80. New models of service
delivery

81. Making expertise available to
the many

82. 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

84. Four powerful drivers
• Open-ness
• Peering
• Sharing
• Act globally

85. One: Openness

86. 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!

88. Two: Peering

89. 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

90. 55,000 investors managing
65,000 funds

92. Three: Sharing

93. 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

94. Free education from MIT

95. Four: Acting globally

96. Differences:

97. A fundamental difference:
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98. 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

99. 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

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

101. 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

102. 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

103. USEFUL APPLICATIONS FOR
THE YMCA
Aug. 12th, 2008 Web 2.0 : resources and tools for the YMCA 103

104. 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

105. 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

106. 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

107. 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

108. • 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

109. 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

110. The worst case…
110

111. 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

112. 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

113. 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)

114. 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

117. Winning companies today
• Open and porous boundaries
• Reach outside their walls to harness
external
knowledge, resources, capabilities

118. Web 2 model is stronger
than Hub based model
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119. Changing
world

120. Pressure on funding matrix
120

121. 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

122. 4 keys to unlocking future
funds
• Innovation
• Improvement
• Involvement
• Imitation

123. Need for innovators: 1
123

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)
124

125. How we can achieve
• Know our common purposes and aims
• Work collaboratively
• Make radical changes – “massive
action”
• That enable Web 2.0 characteristics

126. Chicago
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126

127. Employee
Intranet
YMCA of Metropolitan Chicago
April 2009

128. 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

129. There are many
types of
communication
tools
The Association is launching an
employee intranet

130. The employee intranet
will change
how we communicate

131. Let‟s Talk About
Communicating
Through Email…

132. You get emails from everyone,
and about everything!
Emails from Individuals
Emails from Groups
Emails to All Staff
“Reply to All” emails

133. Most of the information
emailed
is useful, right?
• Messages
• Documents
• Pictures
• Deadlines!
• Reports
• Links to…
• Ideas!

134. 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.

135. Let‟s Face It
Email is like chocolate.
It’s only good for you in
moderation.

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

137. 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?

138. Let‟s talk about
the intranet…

139. 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

140. 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…

141. 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

142. So Instead of Getting All Information
Like This…

143. 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

144. 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

145. 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

146. Our Intranet
Strategy
In Summary
And just to complicate the point
with tons of graphics…

147. Communications Through Email
Today Intranet Phase One Intranet Phase Two
Communications
Through Intranet
Intranet
YMCA
Applications

148. THANK YOU

149. PepsiCo‟s Corporate
Social Responsibility
extracts

150. 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

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

152. 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.

153. Basics of CSR programs
• Human sustainability
• Environmental sustainability
• Our approach

154. Human Sustainability
• Giving back to local
communities
• Charity
• Education

155. Giving Back to the
Communities
• Everyone profits
• PepsiCo: Public relations, marketing,
sales, which eventually turns into profits
• Community members: community
programs, YMCA, scholarships,
education,

156. 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

157. 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

158. 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

159. 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???

160. IT in itself is not a solution
• What works is computerising something
we‟re already committed to

161. Web 2 model is stronger
than Hub based model
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161

162. Our starting point

163. SWOT

164. Strengths
• Brand
• Experience
• We‟re substantial, esp. in volume of
staff
• Asset rich
– Cash, or access to cash
• Can self-determine

165. 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

166. Opportunities
• Successful models can be replicated
• Sweat our assets
• Diversification across the income
spectrum
• Rationalisation of structure
• International partnerships
• Leapfrog to new approach

167. Threats
• Aggressive competition
– Catch 22?
• Encroaching into our territory
– Green Pastures?
• Ostrich mentality
• Uncoordinated response-ability
• Lack of succession planning

168. 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

169. Actual and possible resources

170. Opportunities

171. Act global
• Time for God
• Olympics
• Euro connection

172. Key words
• Leapfrog
• Participation
• Openness
• Peer-to-peer
• Sharing
• Global
• United
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172

173. United by
more than
the name

174. Worksheets

175. 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

176. 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?)

177. 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?

178. 4: Future Leadership
• How do I invest in attracting a
new generation of leaders (both
lay and staff) ?

179. 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?

180. 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
182

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
183

184. Thank you
Paul Whitnall

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
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