This document summarizes a presentation about using social media technologies to build community. It discusses how Web 2.0 enables a shift from individual to community-oriented experiences. Examples are given of how companies like Starbucks, non-profits like the Shedd Aquarium, and politicians like Obama use social media. Integrating these tools takes time but can engage customers and advance an organization's mission if done strategically. The presentation provides tips for starting small with social media to test community building.

1. School for New Learning
Center to Advance Education for Adults
COMMUNITY 2.0:
Using social media technologies
to build community
Elory Rozner
April 23, 2009 Elory Rozner Consulting / Innovations in Education and e-Learning
All contents © Elory Rozner Consulting

2. Who is in the room tonight?
Our community (in Web terms)
Digital Digital Digital Digital
Undecided
Natives Immigrants Voyeurs Refugees

3. Web 2.0: A Shift

4. From Web 1.0 to Web 2.0
Web 2.0: A Shift
FROM:
• Consumer
• Individual TO:
• Expert • Creator
• Publication • Community
• Peer
• Collaboration/Conversation

5. The Shift: Three (already) Iconic Examples
FROM:
• Consumer
• Individual TO:
• Expert • Creator
• Publication • Community
• Peer
• Collaboration/Conversation

6. The Shift, Cont’d. (The tools are many.)
A shift from:
 Individual to community
 Expert to peer

7. The Shift, Cont’d. (The tools are many.)
A shift from:
 Expert to peer
 Consumer to creator
 Publication to
collaboration/
conversation
 Individual to community

8. The Shift, Cont’d. (The tools are many.)
A shift from:
 Consumer to creator
 Expert to peer

9. The Shift, Cont’d. (The tools are many.)
A shift from:
 Expert to peer
 Consumer to creator
 Publication to collaboration/
conversation
 Individual to community

10. The Shift: It Wowed Me!
MacArthur Panel on Digital Learning,
April 17, 2009
A shift from:
 Expert to peer
 Consumer to creator
 Publication to collaboration/conversation
 Individual to community

11. The Shift: Rewards
Community
Self-Expression
Action and
Participation
Human-
Computer
Interaction

12. Thinking about Community

13. Community: What, Where, How?
What are we Where do we How do we
seeking? gather? interact?*
• Information • School • Hang out
• Relationships • Work • Mess around
• Fun • Parks • Geek out
• Participation • Cafés
• Other? • Other?
* Mimi Ito, USC

14. So…Community and Web 2.0?
The end of community
or
the beginning
of a new paradigm?

15. Community 2.0: Case Studies

16. What’s in it for the private sector?
 Market Research
 Employee Development
 Brand Extension
 Customer Development, Support, and Feedback
 & more…

17. Case Study 1: Private Sector: STARBUCKS
Starbucks Home Page,
Community features front & center

18. Case Study 1: Private Sector: STARBUCKS
Market Research
Employee Development
Brand Extension
Customer Development, Support, and Feedback

19. Case Study 1: Private Sector: STARBUCKS
Market Research
Employee Development
Brand Extension
Customer Development, Support, and Feedback

20. Case Study 1: Private Sector: STARBUCKS
Market Research
Employee Development
Brand Extension
Customer Development, Support, and Feedback

21. Case Study 1: Private Sector: STARBUCKS
Market Research
Employee Development
Brand Extension
Customer Development, Support, and Feedback

22. What’s in it for the public sector?
 Issues Presentation and Discussion
 Employee Development
 Constituent Action and Feedback
 Volunteer Recruitment and Management
 & more…

23. Case Study 2: Public Sector: OBAMA
Official Obama Home Page

24. Case Study 2: Public Sector: OBAMA
Issues Presentation and Discussion
Employee Development
Constituent Action and Feedback
Volunteer Recruitment and Management

25. Case Study 2: Public Sector: OBAMA
Issues Presentation and Discussion
Employee Development
Constituent Action and Feedback
Volunteer Recruitment and Management

26. Case Study 2: Public Sector: OBAMA
Issues Presentation and Discussion
Employee Development
Constituent Action and Feedback
Volunteer Recruitment and Management

27. What’s in it for the nonprofit sector?
 Market Research
 Mission Advancement and Brand Extension
 Customer Development, Support, and Feedback
 Participatory Design
 & more…

28. Case Study 3: Nonprofit Sector: SHEDD AQUARIUM
Shedd Home Page,
Community features front and center

29. Case Study 3: Nonprofit Sector: SHEDD AQUARIUM
Market Research
Mission Advancement and Brand Extension
Customer Development, Support, and Feedback
Participatory Design

30. Case Study 3: Nonprofit Sector: SHEDD AQUARIUM
Market Research
Mission Advancement and Brand Extension
Customer Development, Support, and Feedback
Participatory Design

31. Case Study 3: Nonprofit Sector: SHEDD AQUARIUM
Market Research
Mission Advancement and Brand Extension
Customer Development, Support, and Feedback
Participatory Design

32. Case Study 3: Nonprofit Sector: SHEDD AQUARIUM
Market Research
Mission Advancement and Brand Extension
Customer Development, Support, and Feedback
Participatory Design

33. What’s in it for the academic sector?
 Mission Advancement
 Pre- and Post-Class Teaching and Learning
 Immersion
 Fundraising
 & more…

34. Case Study 4: Academic Sector: BERKMAN CENTER
Berkman Center Home Page

35. Case Study 4: Academic Sector: BERKMAN CENTER
Mission Advancement
Pre- and Post-Class Teaching and Learning
Immersion
Fundraising

36. Case Study 4: Academic Sector: BERKMAN CENTER
Mission Advancement
Pre- and Post-Class Teaching and Learning
Immersion
Fundraising

37. Case Study 4: Academic Sector: BERKMAN CENTER
Mission Advancement
Pre- and Post-Class Teaching and Learning
Immersion
Fundraising

38. Your Turn: Integration

39. Let’s be honest
Pros Cons
Cool Time-Intensive
Engaging Distracting
In relative
Promising
infancy

40. 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

41. 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!

42. Conclusion

43. Review
1. Web 2.0 Shift 2. Web 2.0 Rewards
FROM:
• Consumer
• Individual TO:
• Expert
• Creator
• Publication
• Community
• Peer
• Collaboration/Conversation
3. Inspiring Examples 4. Your Turn: Integration

44. So…Community and Web 2.0?
The end of community
or
the beginning
of a new paradigm?

45. Contact Information
Elory Rozner
Innovations in Education and e-Learning
elory@eloryrozner.com
www.eloryrozner.com
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