Introduction to Web 2.0 for Non-Profitspublic.deloitte.com/media/0507/250608/us_web20for... · Introduction to Web 2.0 for Non-Profits June 6, 2008 The next generation of the Web

Introduction to Web 2.0for Non-Profits

June 6, 2008

The next generation of the Web will engage new generations in your mission.Learn to build a collaborative, stimulating, and responsive presence on the web.

2Copyright © 2008 Deloitte Development LLC. All rights reserved.

Agenda

Session Introduction Hunter 5 min

Web 2.0 Introduction Mark Frydenberg 15 min

Web 2.0 Drivers for Non-Profits Avi Jhangiani 10 min

Tools and Demonstration Mark Frydenberg 20 min

Web 2.0 Applications for Non-Profits Avi Jhangiani 15 min

Group Exercise Avi, Mark, Hunter 25 min


– Senior Lecturer of Computer Information Systemsat Bentley College in Waltham, MA

– Research interests and publications focus on teachingand learning with new technologies

– Profiled in NY Times, Boston Globe, and USA Todayfor use of Web 2.0 in the college classroom

– Immediate Past Chair, National Havurah Committee,a non-profit organization focused on sustaining and enriching independent spiritual and learning communities

Today’s Speakers

Mark Frydenberg

– Senior Consultant, Deloitte Consulting in New York– Over 9 years of Technology Consulting experience

in the Public and Private sectors– Leads Deloitte’s Web 2.0 eminence building in the Northeast– Recently completed a strategic effort with a Global ERP client to

take their HR to the next level using Web 2.0 technologies– Currently managing the development of Growth and Marketing

Strategy for a NY Non-Profit OrganizationAvi Jhangiani


Introduction to Web 2.0(or maybe you’ve met already)


Web 2.0

Social Web

Web Apps Tech Web

2.0


Do you Web 2.0?

Do you broadcast your status daily?

Do you regularly read or write to a blog?

Do you subscribe to news feeds or stories?

Do you share your videos online?

Do you maintain your professional network?

Do you wiki your documents with others?

Do you tag content and share your bookmarks?

Do you digg news on the go?

Do you search for directions everywhere you go?

Do you rate movies?

Do you share photos on flickr?

http://facebook.com/

http://del.icio.us/

http://www.hopstop.com/

http://digg.com/

http://flickr.com/


It’s a Web 2.0 World

“Could it be that the dot-com collapse marked some kind of turning point for the web, such that a call to action such as "Web 2.0" might make sense? We agreed that it did, and so the Web 2.0 Conference was born.”

“While the first wave of the Web was closely tied to the browser, the second wave extends applications across the web and enables a new generation of services and business opportunities.”

Tim O’Reilly, 2004

What Web 2.0 companies do you recognize?What are their products?



The Machine is Using Us


Web 2.0: A Read/Write Web

Web 1.0 (1993-2003)StaticRead OnlyBrowserNeed to know HTML Client / ServerAdvertisingPhotos and MusicAuthoritativePersonal Web SitesContent Management

Web 2.0 (2004 - …)??????????


Tim O’Reilly’s Seven Principles of Web 2.0

1. Web as platform2. Harnessing collective intelligence3. Data is the next “Intel inside”4. End of software release cycle –

“perpetual beta”5. Lightweight programming models6. Software above the level of a

single device7. Rich user experiences


Web 2.0 Drivers for Non-Profits (Why should you pay attention…)


Nearly half of online consumers participate in at least one Web 2.0 activity

Your supporters, volunteers, donors, partners, and employees are probably using Web 2.0 tools.


Exponential growth of Web 2.0 and Adoption by all generations

Demographic Profile

August 2005

August 2006

Point Change

US Unique Visitors (000)

21,819 55,778

Total Audience 100 100 -

Persons: 12 -17

24.7 11.9 -12.8

Persons: 18-24 19.6 18.1 -1.4

Persons: 25-34 10.4 16.7 6.2

Persons: 35-54 32.4 40.6 8.2

Persons: 55+ 7.1 11 3.9

Demographic Profile of Visitors to MySpace.com Percent Composition of Total Unique Visitors

The State of MySpace

Source: comScore Media Metrix (10/2006)

The number of registered users for MySpace exceeds the combined population of our three most populous states and the total US population in 1900. Over 50% of the unique visitors are over 35.


Since Generation Y thrives on Web 2.0, …

Base: US online consumers

Percent of each generation in each Social Technographics® category

Source: NACTAS Q4 2006 North American Devices & Access Online SurveyNACTAS Q4 2006 Youth Media & Marketing And Finance Online Survey

0%

10%

20%

30%

40%

50%

60%

70%

Gen Y(18-26)

Gen X(27-40)

Younger Boomers(41-50)

Older Boomers(51-61)

Creators Critics Collectors Joiners Spectators Inactives


…leverage their Social Inclinations & Technology Prowess

They are your next generation leaders

Strong affinity for community service* and volunteering for a good cause

They want to feel connected to the mission* and have fun with whatever they do

They live and breathe technology

The world is flat and boundaryless for them

High skill level in social networking activities*

*Source: “Decoding Generational Differences” by W. Stanton Smith, Principal, Next Generation Initiatives

http://images.google.com/imgres?imgurl=http://bp2.blogger.com/_UIUbKZeEQCk/RaguVG-4y3I/AAAAAAAAAG0/Z5EynuCybIA/s400/flat-world.jpg&imgrefurl=http://arasanblog.blogspot.com/2007/01/can-i-play-in-this-flattened-world.html&h=321&w=230&sz=21&hl=en&start=19&sig2=BscZW8w9Bs05EQcJRqre1A&um=1&tbnid=YVNfXBVl0Xj7EM:&tbnh=118&tbnw=85&ei=QLIlSNnUEZ7EerTDmc0L&prev=/images%3Fq%3Dflat%2Bworld%26um%3D1%26complete%3D1%26hl%3Den

http://images.google.com/imgres?imgurl=http://blogs.pcworld.com/phoneconnection/archives/social-participation-inequality-758593.jpg&imgrefurl=http://blogs.pcworld.com/phoneconnection/archives/005851.html&h=330&w=440&sz=31&hl=en&start=3&sig2=AYRhpUCzDFEkXL26IOd60w&um=1&tbnid=IDuZILhggcaBvM:&tbnh=95&tbnw=127&ei=lbIlSP_vFY_aeauhhM8L&prev=/images%3Fq%3Dsocial%2Bnetworking%26um%3D1%26complete%3D1%26hl%3Den


Obama raised $32 million from 275,000 people who gave $100 or less


Long Tail: The end of the 80/20 rule

20%

The New Way(with a bigger and longer tail)

The Old Way(Pareto Principle,

or 80/20 rule)

Web 2.0 shifts control to the Long Tail making more use of the resources, caused due to

• Adoption of Web as a global platform

• Low Cost of hardware and software

Control

When Web 2.0 is applied…

Source: http://en.wikipedia.org/wiki/The_Long_Tail


If Obama can, you can!

20%

Source: http://en.wikipedia.org/wiki/The_Long_Tail

High $ value donors,Smaller

distribution

Low $ value donors, Greater

distribution

Web 2.0 significantly increases total valuecontributed by larger distribution of smaller value donors.

Control


Web 2.0 Tools for NPO’s(demo)


Demo: Tagging, RSS Feeds and Aggregators


Implementing a Wiki in an NPO: Goals

Goals

Create Institutional MemoryCentralized location for storing and sharing organizational resources Creating a culture and comfort around electronic participation

Concerns

Public wiki loses interpersonal email contact between board membersPrivacy SupportAsking volunteers to learn something new on their time


Transition and Acceptance

"People who are technically inclined have no clue that the rest of us aren't so eager to jump on every passing technology train"

“We finally got everyone on the board to use email. Why can’t we just write emails and cc everybody?”


Wiki Tour


Web 2.0 Applications for Non-Profits(How Web 2.0 is changing the game

for some NPOs)


Web Innovations in Social Action*

*Includes Non Profit and Commercial Organizations

http://www.socialactions.com/bringlight

http://www.socialactions.com/care2-petition-site

http://www.socialactions.com/change.org

http://www.socialactions.com/changingthepresent

http://www.socialactions.com/firstgiving

http://www.socialactions.com/fundable

http://www.socialactions.com/givemeaning

http://www.socialactions.com/kiva

http://www.socialactions.com/globalgiving

http://www.socialactions.com/helpalot

http://www.socialactions.com/sixdegrees

http://www.socialactions.com/thepoint.com

http://www.socialactions.com/razoo

http://www.socialactions.com/microgiving

http://www.chipin.com/


Build a cohesive online “COMMUNITY” for collaboration


Promote Literacy and Great Work with “BLOGGING”


Provide Recognition using “TAGS”


Spread the Word using “WIDGETS”


Empower your supporters using “MASHUPS”


“PERSONALIZE” to make it a more engaging experience


It’s not as hard as it sounds... a few last words of advice

Use Familiar Features

Allow for users to be of varying levels of experience with web technologies

Focus on functionality that will drive the most value for your organization

Be consistent

And take it easy – go piecemeal

Organizations that are considering implementing Web 2.0 technologies should keep in mind certain critical success factors:


Small Group Exercise(your turn to think and discuss)


Small Group Exercise

"iWantToMakeADifference.org" is a non-profit organization that aims to provide shelter, food, and basic education for underprivileged children under the age of 12. It has a Web 1.0 site (informational, not personalized, no community) and is particularly struggling to attract donors on its fundraising site.

The CEO of this non-profit organization has a friend - Mr. Enterprise 2.0 - who has gotten him excited about Web 2.0. So to start with, she changed the name of her company to "WeCanMakeADifference.org". Now that the company has a new name, the CEO is looking to take it to the next level but applying Web 2.0 concepts to the Web channel.

What Web 2.0 strategies and features would you propose?


Contact Us … Thank You!

Mark Frydenberg

Avi Jhangiani

Twitter: @checkmark

Email: [email protected]

Web site: http://cis.bentley.edu/mfrydenberg

LinkedIn: http://www.linkedin.com/pub/dir/mark/frydenberg

LinkedIn: http://www.linkedin.com/in/AviJhangiani

Blog: http://youarenew.blogspot.com

Email: [email protected]

mailto:[email protected]

http://cis.bentley.edu/mfrydenberg

http://www.linkedin.com/pub/dir/mark/frydenberg

http://www.linkedin.com/in/AviJhangiani

http://youarenew.blogspot.com/

mailto:[email protected]


Reading List

Copyright © 2008 Deloitte Development LLC. All rights reserved.

Documents

Introduction to Web 2.0 for Non-Profitspublic.deloitte.com/media/0507/250608/us_web20for... · Introduction to Web 2.0 for Non-Profits June 6, 2008 The next generation of the Web