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If you haven’t made the shift from serving members to involving them, consider this your wake-up call — and your roadmap.Sociologists identify today’s online networked individuals as the participatory class. For many adults, the Internet primarily means the web. For others it means chat, connecting with friends, email, games, movies, social networks, text, video — all of which means they are content producers. As part of a participatory culture, we expect to create, collaborate, connect, share, and learn interactively. We feel that our contributions matter. We share a social or emotional connection with one another that helps solve problems and develop new solutions. It’s a culture that permeates our personal lives and our workplaces.
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mean to you?
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Hundreds of thousands of people it means
Chat
Games
Social Connections
Texting
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Sociologists
call this
A Participatory Culture Has
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A Participatory Culture Has
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• Low barriers to expression & civic
engagement
A Participatory Culture Has
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• Low barriers to expression & civic
engagement
• Support for creating & sharing content
A Participatory Culture Has
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• Low barriers to expression & civic
engagement
• Support for creating & sharing content
• Informal mentorship where veterans pass on
knowledge & experiences to novices
Henry Jenkins, MIT
The concept of networked individualism
reconfigures users’ access to
information, people and other
resources
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The Participatory Class
allows them to move across,
undermine and go beyond the
boundaries of existing institutions
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The Participatory Class
to seek and enforce new levels of
institutional and personal
transparency
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The Participatory Class
William Dutton, Oxford Internet Institute
From command and control to collaboration and
co-creation
From broadcast production to peer production
From mass production to customized
segmentation
From closed improvements to open innovation
From command & control
to collaboration and co-creation
From broadcast production
to peer production
From mass production
to customized segmentation
From closed improvements
to open innovation
What does
this mean to
your org?
82%
What does
this mean to
your org?
Systems of
Record
Systems of
Engagement
Be Conversational
Online
Listen
Online
Learn
Engage
Extend relationships
Online
Touch tactfully
Touch often
Employ pull methods
Participatory Culture
has changed the
Member-scape
Disruption: Evolving Models Of
Engagement And Support
April 2011 Monitor Institute
Benefits traditional membership
not adequate to engage
Millennials
Value proposition
not clear
Value proposition is not clear
Quid Pro Quo not of value
Participation with traditional
orgs event or activity based
Sporadic
want to influence & act on
their own or with friends
Millennials
How will your
org attract
Millennials?
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Traditional Associations
adopt push economy
Push
• Hierarchical
• From center out to others
• Traditional
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Traditional Associations
adopt push economy
Push
• Hierarchical
• From center out to others
• Traditional
• Program
• Mandated
• Formal
• Traditional
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Today Shift To Pull Economy
Pull
• Networked
• Decentralized
• Innovative
• Platform
• Self-Service
• Informal
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Push
• Hierarchical
• From center out
• Traditional
• Program
• Mandated
• Formal
Push Economies
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Anticipate members needs
Push Economies
Push Economies
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Anticipate members needs
Push Economies
Silos create standardized products
programs and services
Push Economies
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Anticipate members needs
Push Economies
Silos create standardized products
programs and services
Broadcast methods
Push Economies
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Mass consumption
Push Economies
Push Economies
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Mass consumption
Push Economies
Resources to mass production
Push Economies
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Mass consumption
Push Economies
Resources to mass production
One size fits all
Push Economies
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Most successful when members
Push Economies
don„t know what they want
Push Economies
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Push Economies
Huge overhead costs in admin
for growth
Push Economies
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Push Economies
Difficulty with innovation and
growth
Pull Economies
Decentralized networks
Customized products
Segmented audiences
Focus on Demand-Driven Needs
Agile
Flexible
Respond fast
Win loyal members through speed & quality
Best practices openly & freely shared
Maximizes enthusaism of members63
Pull Economies
Decentralized networks
Pull Economies
Decentralized networks
Customized products
Segmented audiences
Focus on Demand-Driven Needs
Agile
Flexible
Respond fast
Win loyal members through speed & quality
Best practices openly & freely shared
Maximizes enthusaism of members64
Pull Economies
Decentralized networks
Customized products, services
Pull Economies
Decentralized networks
Customized products
Segmented audiences
Focus on Demand-Driven Needs
Agile
Flexible
Respond fast
Win loyal members through speed & quality
Best practices openly & freely shared
Maximizes enthusaism of members65
Pull Economies
Decentralized networks
Customized products, services
Segmented audiences
Pull Economies
Decentralized networks
Customized products
Segmented audiences
Focus on Demand-Driven Needs
Agile
Flexible
Respond fast
Win loyal members through speed & quality
Best practices openly & freely shared
Maximizes enthusaism of members66
Pull Economies
Focus on demand-driven needs
Pull Economies
Decentralized networks
Customized products
Segmented audiences
Focus on Demand-Driven Needs
Agile
Flexible
Respond fast
Win loyal members through speed & quality
Best practices openly & freely shared
Maximizes enthusaism of members67
Pull Economies
Focus on demand-driven needs
Agile, flexile, respond fast
Pull Economies
Decentralized networks
Customized products
Segmented audiences
Focus on Demand-Driven Needs
Agile
Flexible
Respond fast
Win loyal members through speed & quality
Best practices openly & freely shared
Maximizes enthusaism of members68
Pull Economies
Focus on demand-driven needs
Agile, flexile, respond fast
Win loyal members through
speed and quality
Pull Economies
Decentralized networks
Customized products
Segmented audiences
Focus on Demand-Driven Needs
Agile
Flexible
Respond fast
Win loyal members through speed & quality
Best practices openly & freely shared
Maximizes enthusaism of members69
Pull Economies
Best practices are openly
and freely shared
Pull Economies
Decentralized networks
Customized products
Segmented audiences
Focus on Demand-Driven Needs
Agile
Flexible
Respond fast
Win loyal members through speed & quality
Best practices openly & freely shared
Maximizes enthusaism of members70
Pull Economies
Best practices are openly
and freely shared
Maximizes enthusiasm of
members
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Pull Economies
Built on
Trust
Knowledge Sharing
Collaborative Efforts
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Pull Economies
Built on
towards common sharing
Tacit Knowledge
Intangible value is steered
How can your org
transition to Pull
Economies?
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Participatory Culture
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Today‟s networked individual
Participatory Class
emerging class of citizens
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Associations
must
transition to
1) Participatory Members
Internet changed how we all
learn, play, socialize
engage in life
Participatory Members
Commonplace, not exotic
Process, not product
Participatory members
Not passive
About conversations
comments, engagement
2) Presumed Authority
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To Collective Credibility
Communal
Democratic
Presumed Authority to
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Collective Credibility
Problem solving via groups
Interdisciplinary
Presumed Authority to
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Collective Credibility
Helping members learn skills
to address different POVs
• What barriers exist to keep
you from moving to this
model?
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• What role do Subject Matter
Experts (SMEs) play in this
model?
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3) Horizontal Structures
Less authoritative, top-down
Knowledge gap between leader
members shrunk
87
Horizontal Structures
Collaboration, teamwork,
problem solving, co-creation
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Horizontal Structures
Emphasis on Peer to Peer
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4) Variety of Formal
& Informal
80% learning - informal
Move from push to pull methods
Informal Learning Opps
Novice workers Mature (5-10 yrs) Experienced >10 yrs
Directed Self-Directed Helping Others
Class Discovery Coaching
Course Searching (Google) Mentoring
Source: Jay Cross’ Working Smarter90
Formal & Informal
Novice workers Mature (5-10 yrs) Experienced >10 yrs
Directed Self-Directed Helping Others
Class Discovery Coaching
Course Searching (Google) Mentoring
Lecture Trial-and-error Storytelling
Test/Exam Collaborating Giving Feedback
1 Right Answer Asking Nurturing
Source: Jay Cross’ Working Smarter91
Formal & Informal
Novice workers Mature (5-10 yrs) Experienced >10 yrs
Directed Self-Directed Helping Others
Class Discovery Coaching
Course Searching (Google) Mentoring
Lecture Trial-and-error Storytelling
Test/Exam Collaborating Giving Feedback
1 Right Answer Asking Nurturing
Curriculum Skimming Modeling
Listening Observing Reflecting
Instructions Conversing Connecting
Source: Jay Cross’ Working Smarter92
Formal & Informal
• What must we do
differently to encourage
this?
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Novice workers Mature (5-10 yrs) Experienced >10 yrs
Directed Self-Directed Helping Others
Class Discovery Coaching
Course Searching (Google) Mentoring
Lecture Trial-and-error Storytelling
Test/Exam Collaborating Giving Feedback
1 Right Answer Asking Nurturing
Curriculum Skimming Modeling
Listening Observing Reflecting
Instructions Conversing Connecting
Source: Jay Cross’ Working Smarter94
Formal & Informal
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5) Networked Learning
Learning is social
Conversational & partnering
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Networked Learning
Emphasizes flexibility/outcomes
Mobilizing networks
Assertive to enabling
• How can you encourage more
participant dialogue &
conversations at your
conferences and in your
education?97
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6) Interactive & w/out Walls
Life-long learning
Free Wi-Fi
Encouraging social
sharing
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6) Interactive & w/out Walls
Many-to-multitudes
Engages those not present
Extends messages
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6) Interactive & w/out Walls
Extends ideas, practices
Of Profession & Industry
for betterment
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We serve Our Members Best
By Serving Our
Industry First
How does this statement impact your
education? Do you agree? Disagree? Why?
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“We serve our members
best by serving our
industry first.”
1. To participatory learning
2. From presumed authority to
collective credibility
3. To more horizontal structures
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1) Participatory Members
1. To participatory learning
2. From presumed authority to
collective credibility
3. To more horizontal structures
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1) Participatory Members
2) Presumed Authority
To Collective Credibility
1. To participatory learning
2. From presumed authority to
collective credibility
3. To more horizontal structures
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1) Participatory Learning
2) Presumed Authority
To Collective Credibility
3) Horizontal Structures
1. To participatory learning
2. From presumed authority to
collective credibility
3. To more horizontal structures
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4) Formal & Informal
1. To participatory learning
2. From presumed authority to
collective credibility
3. To more horizontal structures
107
4) Formal & Informal
5) Networked Learning
1. To participatory learning
2. From presumed authority to
collective credibility
3. To more horizontal structures
108
4) Formal & Informal
5) Networked Learning
6) Interactive & w/o walls
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