Web 2 0 Overview
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The document provides an overview of Web 2.0 technologies and how non-profit organizations can implement them. It discusses how Web 2.0 encourages collaboration and user-generated content through tools like blogs, wikis, social media, and folksonomies. It provides examples of non-profits that have successfully used Web 2.0 technologies like social networking sites and user communities to engage donors, recruit volunteers, and improve services. It also notes some infrastructure and security considerations for organizations adopting these new technologies.
Web 2 0 Overview
- 1. Web 2.0 Overview NPower Greater DC Region IT Working Group Luncheon Power Greater DC Region is a nonprofit technology consulting firm serving charitable organizations and foundations in Washington, DC, suburban Maryland, and suburban Virginia. We help our nonprofit partners create greater impact by: Aligning their technology with organizational strategy; Developing the right technology solutions to meet their business and programmatic needs; and Managing technology so that they can better achieve their missions in our community. NPower Greater DC Region also hosts the annual Technology Innovation Award which recognizes fellow nonprofits for their outstanding use of technology. NPower Greater DC Region is an affiliate of the national NPower Network Discussion Topics What is Web 2.0? How Web 2.0 technologies have helped organizations Web 2.0 Case Studies Infrastructure implications and cautions
- 2. “ Next Generation” of Internet Services Flickr Corporate Blogs Content Management Web 1.0 Web 2.0 Moving from ‘Top-Down’ to ‘Bottom – Up’ Approach Source of Inspiration: Executives Key Business Drivers: Existing assets, products, and positioning Customer Involvement: Structured Tools: Survey, focus groups, storyboards Bottom Line: Publishing/ pushing content and knowledge Source of Inspiration: Users Key Business Drivers: Observations of customer needs Customer Involvement: Spontaneous Tools: Search, blogs, smart POS, and intranets Bottom Line: Harnessing of collective intelligence time Web 2.0 refers to the next generation of Internet-based services such as social networking sites, communication tools and folksonomies, that encourage collaboration and information sharing among users Web 2.0 sites generally utilize social media as their key tool: online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other. DoubleClick Google AdSense Ofoto Press Release Britannica Online Wikipedia Personal Websites Blogging Superbowl Ads Page Views Cost per click Wikis Taxonomy Folksonomy Differences in Customer Interaction time
- 3. Why should you pay attention to Web 2.0… Implementing Web 2.0 can enhance an organization’s ability to generate funds by creating more vibrant relationships with clients and advance social internal networks Use RSS Clients can see the latest headlines from your organization’s website on their desktops or web browser without visiting your site Global conversations Make reading about your organization simple Content based on user preference Avoids spam Create Tags and Social Bookmarks Assign keywords so information is easy to search, draw attention to your posts, and bring new visitors to your website using Tags Connect the nonprofit community Sort and classify information Track who is accessing your site New technology for recruiting volunteers Technology can help your organization recruit and schedule volunteers more easily, using real time to increase speed and efficiency Reduce network traffic and improve turn-around time Extend existing Web tools Provide a malleable framework for customized services Set up an online community Increase social networking, communication and awareness between members by allowing members to tell their own story Helps build community by sharing Projects and Goals Identifies contents users care about Attracts new members, founders, volunteers How Does It Work? What Can It Mean for your Organization? Web 2.0 Capability
- 4. How some nonprofits are putting Web 2.0 to work… These charities were chosen by NetSquared for their excellence in online storytelling and collaboration with their donors. These organizations are winners because of their web 2.0 smarts and a willingness to engage their constituents far beyond asking them to dig into their pockets. Personalized sponsorships--you choose which entrepreneur to support. Leveraging traditional TV to support online efforts: http://www.kiva.org What’s Smart about it? Find more than 1,200 local soup kitchens and food pantries via first-ever interactive maps of hunger and food resources in New York City: http://www.nyccah.org Microdonations are encouraged; use of MySpace, YouTube, message boards: http://www.aspca.org Structured around small one-time gifts of financial assistance. Highlight: the ability for donors to give through eBay auctions: http://www.modestneeds.org The "Defending our Oceans" campaign gives their members a voice and a platform: http://oceans.greenpeace.org/en/ A well-designed group blog on tools, ideas, and solutions that bring about positive change: http://www.worldchanging.com KIVA New York City Coalition Against Hunger ASPCA Modest Needs Greenpeace Worldchanging Source: http://www.squidoo.com/org20 Defending our Oceans: GreenPeace Video Salvation Army Skit from SNL Use of myspace and RSS feeds to reach a large set of audience http://www.salvationarmy.org http://www.myspace.com/salvationarmy Salvation Army Albert Ruesga, Vice President, Programs and Communications, Meyer Foundation blog http://www.postcards.typepad.com/white_telephone is one of the top 10 nonprofit blogs according to the Chronicle of Philanthropy. Meyer Foundation
- 5. NPO Blog: Promoting Literacy and Great Work Posting first-hand accounts of childrens’ experiences after Hurricane Katrina on their blog gave MagazineLiteracy the opportunity to provide a real-life view of the children that potential donors could help MagazineLiteracy.org is a nonprofit organization that aims to build community literacy partnerships to help children learn to read, and build their self-esteem In August 2005, Hurricane Katrina devastated the Boys and Girls Club of the Gulf Coast The place many children went to for relief from every day life troubles was gone These children needed help rebuilding their Boys and Girls Club, and their lives Through partnerships with magazine publishers, MagazineLiteracy.org sent gift subscriptions to the children of the Boys and Girls Club of the Gulf Coast Hundreds of magazine subscriptions have been made possible by MagazineLiteracy’s partnerships that support schools, shelters, and community literacy programs MagzineLiteracy.org posted first hand accounts of Boys and Girls Club members’ lives after the storm on their blog They set a goal to send children’s magazines to over 675 children in the Boys and Girls Clubs of the Gulf Coast The Solution: Engage Web 2.0 The Impact The Challenge
- 6. NPO User Communities & Collaboration: Improving Quality of Life … The surgeon turned to his network at Interplast, and posted information and a picture of the child on Interplast’s “Grand Rounds” discussion board An oculoplastic surgeon from Dartmouth College replied within a few days of the Zambian doctor’s original posting This collaboration, which led to one child’s eyesight being saved, was enabled by Interplast’s successful use of user communities and collaboration Interplast is a nonprofit philanthropic organization focusing on providing reconstructive surgeries and educating doctors in developing countries In 2005, Zambia’s only plastic surgeon had to perform a complicated procedure on a newborn suffering from a serious case of ichthyoids The child’s vision was in jeopardy The surgeon wanted to solicit input from doctors who faced such a complicated case before As the only plastic surgeon in a country slightly larger than the state of Texas, the plastic surgeon could not count on local resources to assist him by providing information or helping with the procedure Utilizing the Dartmouth doctor’s expert advice, the Zambian surgeon successfully performed the surgery to open the newborn’s eyes To share the news of success with his American colleague, the surgeon uploaded post-surgery photos to Interplast’s Grand Rounds discussion board The child did remarkably well The Solution: The Impact The Challenge
- 7. NPO Social Networking: Engaging Young Volunteers … The CEO of Do Something created a Do Something Club and promoted it on Facebook and My Space, two social-networking sites that both have millions of members, many of them younger than 30 The Do Something Club enabled kids to start up clubs at their school that relate to their interests, at no cost and with no deadlines The success of Do Something Clubs has helped charities increase awareness, build membership, mobilize supports, find volunteers, and support fund-raising efforts through the use of social-networking Do Something is a nonprofit philanthropic organization that encourages young people to volunteer Many students had communicated that their school’s “Community Service Club” was boring, bureaucratic, lame, or didn’t exist at all A young high school intern was frustrated by the by the bureaucracy involved in getting a project off the ground for her school's community-service club when she could easily solicit comments by posting ideas on Facebook Within months of posting information on the social-networking sites, the charity had persuaded at least 56 schools to start Do Something Clubs Many non-profits have met their dream of engaging youngsters and becoming a part of many schools The Solution: The Impact The Challenge
- 8. What Implementing Web 2.0 can mean for your infrastructure Web 2.0 sites require a software/server infrastructure and IT focus that are different from Web 1.0 sites of the past With greater opportunity to attract and maintain users comes greater risk of security breaches. Discipline on the part of skilled developers can minimize this risk. Web 2.0 sites must consider security from the beginning. AJAX code can potentially execute malicious code when loaded into a visitor browser. JavaScript, MS Visual Basic, Adobe ActiveScript, and Micromedia Flash all have the potential to launch malicious code back towards a server Security Scale Start-ups are no longer caught up in the nuts and bolts of computing and the ‘get big fast‘ mantra of Web 1.0. Web 2.0 focus is placed on the customer experience and community building elements, thus allowing infrastructure to be outsourced. Lightweight Development Speed is a hallmark of Web 2.0 Web 2.0 sites must be highly adaptable Developers are finding lightweight development tools can be very helpful. AJAX, Ruby, and Flash are all popular options Content Management Web 2.0 companies face a great challenge finding the best way to manage content. Web 2.0 sites must create their own content management strategy since commercial products do not yet support the unique nature of Web 2.0 content (wikis, blogs flogs, ratings, etc.)
- 9. Open Issues and Debates around Web 2.0 As with any other new technology or web application, caution should be exercised with Web 2.0 as well Just because new features can quickly be delivered to the customer, it does not necessarily mean they should be Beware of excess Privacy Beware of release thrashing Uptime is not cheap or easy First Impressions Rapid release cycles quickly become counter-productive and inefficient if not supported by appropriate internal tools and processes Do not underestimate the cost and effort necessary to achieve high levels of service availability As seen with Salesforce.com’s high-profile reliability issues, any service-quality failures can lead to customer- and public-relations challenges, so look to match service level requirements to needs Instrumentation of application and profiling user behavior must be done with appropriate privacy and security guidelines Understanding what’s most important as well as ensuring that what is released is adequately functional and reliable
- 10. It’s not as hard as it sounds….a few last words of advice Use Familiar Features Don't innovate or try to improve features or processes that users are already familiar with Devise something clever that replaces a traditional Excel download, or alert messaging, but don’t stray too far from what users would be expecting If the technology is implemented badly or if Web 2.0 or social media is not an appropriate approach given an organization’s goals, then the implementation could actually degrade the customer experience. Allow for users to be of varying levels of experience with web technologies For example: create a 'basic' and 'advanced' mode: The latter displays every feature you packed into your system- with the idea that features they don't need will not detract from their experience The former would focus on the core features, with tips and help to increase their knowledge of the system as they require use of more advanced functions Focus on functionality that will drive the most value for your organization Be perfect with a few things rather than being good at many things. Web 2.0 may allow you to create features in products that have traditionally been a pain to use (calendaring, email, etc.), but focus on few that make the largest impact to your organization Be consistent Anyone developing with next-generation features is creating the new standard for web applications. As seen in the past, over time, certain things become standard: 'My Account' in the upper right, logos in the upper left, copyright info in the footer, etc. Organizations that are considering implementing Web 2.0 technologies should keep in mind certain critical success factors
Editor's Notes
- #4: http://web2.wsj2.com/the_state_of_web_20.htm
- #6: Modest Needs : Mission: Modest Needs exists To prevent otherwise financially self-sufficient individuals and families from entering the cycle of poverty, when this might be avoided with a small amount of well-timed financial assistance; To restore the financial self-sufficiency of individuals who are willing to work but are temporarily unable to do so because they do not have the means to remit payment for a work-related expense; and To empower permanently disadvantaged individuals who otherwise live within their limited means to continue to live independently, despite a temporary, unexpected financial set-back. Web 2.0 Capabilities/Tools: Paypal (you can pay via your paypal account), Ebay (Auctions), CafePress.com (merchandise sales) http://www.cafepress.com/modestneeds/ What’s great/unique about them: operating predominantly online, with a goal of helping people who live paycheck to paycheck survive past life’s unexpected speed-bumps and perhaps save them from a slippery slope to financial ruin or even homelessness. Most of their “grants” are less than $300 and go for things like unexpected medical bills. You can see all the money requests, and even vote on which requests to fund. The neat thing is that it started with just one teacher giving 10% of his salary every month. About 65 percent of Modest Needs recipients become donors themselves. In 2006 they found an anonymous donor that matches all contributions 100%, doubling your donating power. What’s even better is that they just renewed it for 2007! KIVA : Mission : (Not exactly mission, but what KIVA does. No official mission statement on the website) Kiva lets you connect with and loan money to unique small businesses in the developing world. By choosing a business on Kiva.org, you can "sponsor a business" and help the world's working poor make great strides towards economic independence. Web 2.0 Capabilities/Tools : Paypal: PayPal provides Kiva.org with free payment processing - Kiva.org's largest variable cost - thus enabling 100% of the loaned funds to reach entrepreneurs in developing countries. Kiva.org uses PayPal's innovative payment solutions to securely and seamlessly distribute funds around the globe. , Google: Kiva.org is a Google Grants recipient, receiving free advertising through Google Adwords. This partnership allows Kiva.org to attract new lenders by promoting the website at the moment an internet user is looking for more information on poverty alleviation. Reaching more lenders is critical to the growth and subsequent increased impact of Kiva.org, and as such this partnership is invaluable to Kiva.org's continuing success. Myspace: Myspace and Kiva.org share a common goal of "connecting people". MySpace has shown that the web is an amazing tool for creating personal connections, and by applying that concept to poverty, Kiva.org and MySpace can together promote a movement of personal lending and forever change the way we think about poverty. What’s great/unique about them : You’re not giving them money, you’re giving them an interest-free loan. This is actually better than a donation in my opinion, as it’s almost like your donation is leveraged. I love the idea of being able to take as little as $25, lend it to an entrepreneur in Honduras, and give her the chance to make a living for her family. And then get that money back, and do it again. And again. Of course, you could technically lose your loan amount (it is not guaranteed). However, microfinance loans worldwide have repayment rates of 97%, and Kiva.org’s current to-date repayment rate is 100%. Green Peace : Mission: Greenpeace is an independent, campaigning organization that uses non-violent, creative confrontation to expose global environmental problems, and force solutions for a green and peaceful future. Greenpeace's goal is to ensure the ability of the Earth to nurture life in all its diversity Web 2.0 Capabilities/Tools: Open Source software – OpenACS (a Content Management System, CMS) http://openacs.org/community/case-studies/greenpeace Blogs/Forums – volunteers and collaborators of Greenpeace post information/updates about their activates and events. Members (open to everyone) can post their opinions, give suggestions and criticisms RSS Feeds to enhance engagement with their online audience (RSS feeds provide users with updates without having to visit their website) What’s great/unique about them: New York City Coalition Against Hunger : Mission: Original mission: “ Coordinate the activities of the emergency food providers in the city so that issues can be identified, prioritized and addressed effectively.” Though its aims have expanded and evolved over the last two decades - for example, it has strengthened advocacy and legislative efforts and now provides national service participants to emergency food providers - food access for all New Yorkers has always remained the Coalition's animating goal. Web 2.0 Capabilities/Tools: Blogs: This blog provides news and commentary on issues facing the city's anti-hunger community. Google Maps: The company uses Google’s free API to embed google’s interactive map on its website to display charitable food organizations in the NY area along with other useful information available upon clicking on a particular site. What’s great/unique about them: Find more than 1,200 local soup kitchens and food pantries via first-ever interactive maps of hunger and food resources in New York City WorldChanging: Mission: WorldChanging.com works from a simple premise: that the tools, models and ideas for building a better future lie all around us. That plenty of people are working on tools for change, but the fields in which they work remain unconnected. That the motive, means and opportunity for profound positive change are already present. That another world is not just possible, it's here. We only need to put the pieces together. Web 2.0 Capabilities/Tools: Blogs What’s great/unique about them: A well-designed group blog on tools, ideas, and solutions that bring about positive change. Users can also post comments in the community ASPCA: Mission: OrangeTM, a focused effort to create a country of humane communities, one community at a time, where animals receive the compassion and respect they deserve—a nation where there is no more unnecessary euthanasia of adoptable animals simply because of a lack of resources and awareness. Web 2.0 Capabilities/Tools: Convio: Uses convio.net (E-commerce website geared towards non-profit organizations for online fundraising) to sell their merchandise. Squidoo: Members can create free webpages about their pets which generate royalty for ASPCA MySpace, YouTube and Blogs What’s great/unique about them: Salvation Army: Mission: The Salvation Army, an international movement, is an evangelical part of the universal Christian Church. Its message is based on the Bible. Its ministry is motivated by the love of God. Its mission is to preach the gospel of Jesus Christ and to meet human needs in His name without discrimination. Web 2.0 Capabilities/Tools: Myspace: Used for maintaining a presence on the social network sites and to spread the message across to a large group of internet users. RSS: The Salvation Army International web site provides an RSS feed of its news headlines, which is updated whenever a new item is published What’s great/unique about them Meyer Foundation: Mission: The Meyer Foundation works to develop Greater Washington as a community by supporting capable, community-based nonprofit organizations that foster the well-being of all people in the region. We are especially concerned about low-income people and creating healthy neighborhoods. We value and seek to promote the region's diversity. Web 2.0 Capabilities/Tools What’s great/unique about them
- #7: Visited 011307: http://magazineliteracy.org/?tp=home Also, http://magazineliteracy.org/blog/index.php?cat=8
- #8: Source: Satterfield, Brian. “Interplast: Harnessing Technology to Help Heal Nonprofit brings free reconstructive surgery to people around the world.” March 13, 2006. Found at <*** WILL GET WEBSITE ***> (01/04/07). It operates in 24 worldwide locations. The nonprofit uses Grand Rounds, a password protected site, which allows approximately 80 reconstructive surgeons from around the world to collaborate as if they were standing next to each other in the operating room. Also, https://www.cia.gov/cia/publications/factbook/geos/za.html#Geo (01/05/07). Also, http://www.interplast.org/ (01/04/07).
- #9: Source: http://philanthropy.com/premium/articles/v19/i07/07t000201.htm
- #12: Source: http://brainkeeper.wordpress.com/2006/06/03/more-techniques-on-implementing-web-20/