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Community 2.0 Talk, delivered April 2009 at DePaul University
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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
www.eloryrozner.com
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All contents © Elory Rozner Consulting