Community 2.0 Presentation Elory Rozner

COMMUNITY 2.0: Using social media technologies to build community

Elory Rozner Elory Rozner Consulting / Innovations in Education and e-Learning All contents © Elory Rozner Consulting

School for New Learning Center to Advance Education for Adults

April 23, 2009

Who is in the room tonight?

Digital Natives

Digital Immigrants

Digital Voyeurs

Digital Refugees Undecided

Our community (in Web terms)

Web 2.0: A Shift

From Web 1.0 to Web 2.0

FROM: • Consumer •  Individual • Expert • Publication

TO: • Creator • Community • Peer • Collaboration/Conversation

Web 2.0: A Shift

The Shift: Three (already) Iconic Examples

FROM: • Consumer •  Individual •  Expert •  Publication

TO: • Creator • Community •  Peer • Collaboration/Conversation

The Shift, Cont’d. (The tools are many.)

A shift from:

  Individual to community

  Expert to peer

The Shift, Cont’d. (The tools are many.)

A shift from:

  Expert to peer

  Consumer to creator

  Publication to collaboration/conversation

  Individual to community

The Shift, Cont’d. (The tools are many.)

A shift from:

  Consumer to creator

  Expert to peer

The Shift, Cont’d. (The tools are many.)

A shift from:

  Expert to peer

  Consumer to creator

  Publication to collaboration/conversation

  Individual to community

The Shift: It Wowed Me!

A shift from:

  Expert to peer

  Consumer to creator

  Publication to collaboration/conversation

  Individual to community

MacArthur Panel on Digital Learning, April 17, 2009

The Shift: Rewards

Community

Self-Expression

Action and Participation

Human-Computer Interaction

Thinking about Community

Community: What, Where, How?

What are we seeking?

•  Information •  Relationships •  Fun •  Participation •  Other?

Where do we gather?

•  School •  Work •  Parks •  Cafés •  Other?

How do we interact?*

•  Hang out •  Mess around •  Geek out

* Mimi Ito, USC

So…Community and Web 2.0?

The end of community

or

the beginning

of a new paradigm?

Community 2.0: Case Studies

What’s in it for the private sector?

  Market Research   Employee Development   Brand Extension   Customer Development, Support, and Feedback   & more…

Case Study 1: Private Sector: STARBUCKS

Starbucks Home Page, Community features front & center

Case Study 1: Private Sector: STARBUCKS

Market Research Employee Development Brand Extension Customer Development, Support, and Feedback

Case Study 1: Private Sector: STARBUCKS

Market Research Employee Development Brand Extension Customer Development, Support, and Feedback

Case Study 1: Private Sector: STARBUCKS

Market Research Employee Development Brand Extension Customer Development, Support, and Feedback

Case Study 1: Private Sector: STARBUCKS

Market Research Employee Development Brand Extension Customer Development, Support, and Feedback

What’s in it for the public sector?

  Issues Presentation and Discussion   Employee Development   Constituent Action and Feedback   Volunteer Recruitment and Management   & more…

Case Study 2: Public Sector: OBAMA

Official Obama Home Page

Case Study 2: Public Sector: OBAMA

Issues Presentation and Discussion Employee Development Constituent Action and Feedback Volunteer Recruitment and Management

Case Study 2: Public Sector: OBAMA

Issues Presentation and Discussion Employee Development Constituent Action and Feedback Volunteer Recruitment and Management

Case Study 2: Public Sector: OBAMA

Issues Presentation and Discussion Employee Development Constituent Action and Feedback Volunteer Recruitment and Management

What’s in it for the nonprofit sector?

  Market Research   Mission Advancement and Brand Extension   Customer Development, Support, and Feedback   Participatory Design   & more…

Case Study 3: Nonprofit Sector: SHEDD AQUARIUM

Shedd Home Page,

Community features front and center

Case Study 3: Nonprofit Sector: SHEDD AQUARIUM

Market Research Mission Advancement and Brand Extension Customer Development, Support, and Feedback Participatory Design

Case Study 3: Nonprofit Sector: SHEDD AQUARIUM

Market Research Mission Advancement and Brand Extension Customer Development, Support, and Feedback Participatory Design

Case Study 3: Nonprofit Sector: SHEDD AQUARIUM

Market Research Mission Advancement and Brand Extension Customer Development, Support, and Feedback Participatory Design

Case Study 3: Nonprofit Sector: SHEDD AQUARIUM

Market Research Mission Advancement and Brand Extension Customer Development, Support, and Feedback Participatory Design

What’s in it for the academic sector?

  Mission Advancement   Pre- and Post-Class Teaching and Learning   Immersion   Fundraising   & more…

Case Study 4: Academic Sector: BERKMAN CENTER

Berkman Center Home Page

Case Study 4: Academic Sector: BERKMAN CENTER

Mission Advancement Pre- and Post-Class Teaching and Learning Immersion Fundraising

Case Study 4: Academic Sector: BERKMAN CENTER

Mission Advancement Pre- and Post-Class Teaching and Learning Immersion Fundraising

Case Study 4: Academic Sector: BERKMAN CENTER

Mission Advancement Pre- and Post-Class Teaching and Learning Immersion Fundraising

Your Turn: Integration

Let’s be honest

Pros Cons

In relative infancy

Distracting

Time-Intensive

Promising

Engaging

Cool

If you decide to move forward…

  Determine institutional goals and objectives re: community

  Connect goals and objectives to institutional mission

  Establish benchmarks for success (based on goals/objectives)

  Create evaluation plan to measure success

  Define timeline and budget

  Create project team

  Research and hire outside vendors as necessary

  Determine programming (content area, experience types, etc.)

  Select tools per goals and objectives, constraints, and programming

  Roll out pilot; evaluate; remediate as necessary

  Scale as appropriate

Start small. Start Tomorrow.

  Visit Twitter, Facebook, and YouTube.

  Sign up for Twitter and Facebook accounts. Get at least one “follower” (Twitter), follow at least one person (Twitter), and request a friend (Facebook).

  Post an update on Twitter and Facebook.

  Search for something of interest to you in YouTube and watch a video. Or two. Or three.

  Visit the sites of your favorite companies, nonprofits, universities, and government agencies (or politicians) and see what community tools they are using, and in what way(s).

  Start a conversation about community and community 2.0 with colleagues at work.

  Start contributing to the national/international conversation!

Conclusion

Review

FROM: •  Consumer •  Individual •  Expert •  Publication

TO: •  Creator •  Community •  Peer •  Collaboration/Conversation

1. Web 2.0 Shift 2. Web 2.0 Rewards

3. Inspiring Examples 4. Your Turn: Integration

So…Community and Web 2.0?

The end of community

or

the beginning

of a new paradigm?

Contact Information

Elory Rozner

Innovations in Education and e-Learning

elory@eloryrozner.com

www.eloryrozner.com

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