ICG © 2008 1CASE Online Communities Seminar – 12 April 2008
The Illuminate Consulting Group 12 March 2008
CASE ONLINE COMMUNITIES SEMINAR
• Attendee Poll
• An environmental scan – What is out there, who is doing what, and what can we expect in the future?
• Break-out session
ICG © 2008 2CASE Online Communities Seminar – 12 April 2008
THREE QUICK QUESTIONS TO START WITH
Is your institution embedded in a global, virtual meta-community?11
33 What community or technology will impact advancement the most?
22 Are your alumni getting the social network support they need?
ICG © 2008 3CASE Online Communities Seminar – 12 April 2008
Introduction
Poll of attendees’ online community practices
An environmental scan
• What is out there – the online communities landscape
• Who is doing what – from MySpace to Ning
• What to worry about – a story of brand exploitation
• What can we expect in the future – technology, behavior, advocacy
Break-out session: What to consider when setting up an online community
AGENDA
ICG © 2008 4CASE Online Communities Seminar – 12 April 2008
• Time allocation: 10 minutes for the poll, 45 minutes for the environmental scan (including discussion), and 60 minutes for the break-out session
HOUSEKEEPING
• PDF files of this presentation are available on request from the presenter and will be posted on www.alumnifutures.com
• Some future alumni/online community-related presentations:• CASE, Online communities seminar, 12 March, London• DAAD, International alumni network seminar, 13-14 March, Bonn• Pacific Conferences, Why alumni matter more than ever, 4 April, Singapore• NAFSA, Alumni-themed ICG Roundtable, 28 May, Washington DC• ENZ/MinEdu, International alumni network workshop, June, Wellington• CASE, The Future of Community and Affinity in an Online World, NYC, 14 July• CASE, The Online Communities Workshop: Metrics for performance and
success, NYC, 15 July• CASE, TBD, Brighton, August• EAIE, Building an international alumni network: A practical how-to toolkit
Workshop, Antwerp, 10 September• EAIE, Web 2.0, alumni, and international student recruiting: How it all fits
together, Antwerp, 11 September
ICG © 2008 5CASE Online Communities Seminar – 12 April 2008
Professional• Founder and Managing Director of ICG• Director of Business Development with SAP in Silicon Valley• Consultant with the Boston Consulting Group in Munich and San Francisco
Education• D.Phil. and M.Sc. from the University of Oxford, M.A. from Brandeis University• Studies at Bonn and Harvard Universities• Research at UC Berkeley and the Max-Planck-Institute for Human Studies
Publications• More than twenty-five research papers, studies, and reports• Dissertation on Access to Higher Education in Germany and California published
in Studies in Comparative Education Series (Peter Lang, 2002)
Service• Board member, UC Santa Cruz College Eight since 2007• Board member, Bonn University’s Universitätsgesellschaft since 2006• President, Oxford University Society San Diego branch from 2003 to 2006
PRESENTER BIOGRAPHY DR. DANIEL J. GUHR
ICG © 2008 6CASE Online Communities Seminar – 12 April 2008
Introduction
Poll of attendees’ online community practices
An environmental scan
• What is out there – the online communities landscape
• Who is doing what – from MySpace to Ning
• What to worry about – a story of brand exploitation
• What can we expect in the future – technology, behavior, advocacy
Break-out session: What to consider when setting up an online community
AGENDA
ICG © 2008 7CASE Online Communities Seminar – 12 April 2008
• Poll materials to be distributed and collected
POLL
ICG © 2008 8CASE Online Communities Seminar – 12 April 2008
Introduction
Poll of attendees’ online community practices
An environmental scan
• What is out there – the online communities landscape
• Who is doing what – from MySpace to Ning
• What to worry about – a story of brand exploitation
• What can we expect in the future – technology, behavior, advocacy
Break-out session: What to consider when setting up an online community
AGENDA
ICG © 2008 9CASE Online Communities Seminar – 12 April 2008
WE ARE EXPERIENCING THE BEGINNING OF A BEHAVIORAL TIDAL WAVE
0
20
40
60
80
0
20
40
60
80
0
20
40
60
80
0
20
40
60
80
0
20
40
60
80
Creators
Critics
Joiners
Spectators
Inactives
12-17 18-21 22-26 62+51-6141-5027-40
Source: Forrester Research
Percentage of U.S. Online Users by Age Group
Categories80604020
080604020
080604020
080604020
080604020
0
ICG © 2008 10CASE Online Communities Seminar – 12 April 2008
• User Selection – Access and access level control (we are all special)
• User Identification – None, some, strict; self-ID vs. positive ID
• User Profile – Me, myself, and pictures (clothing optional)
• Network Value-Add – Belonging, leverage, expertise, tickle my ego
• Linkages – Seed organization, affiliations
• Communication flows – Talk to me. All the time. Even at 3 am
• Mobilization-to-action – Put your money where your mouth is
• Pitfalls – Communication overexposure, hostile community action
HOW DO ONLINE NETWORKS FUNCTION?
ICG © 2008 11CASE Online Communities Seminar – 12 April 2008
WHETHER YOU WANT IT OR NOT, YOU ARE ALREADY EMBEDDED IN A GLOBAL META-COMMUNITY
University Online Network CommunityUniversity Online Network CommunityUniversity
Facebook / Linked-In / openBC Webpage
UniversityFacebook / Linked-In /
openBC Webpage
University Alumni Division
University Alumni Division
UniversityFundraising Division
UniversityFundraising Division
In-houseAlumni Community
In-houseAlumni Community
Online Fundraising Website
Online Fundraising Website
MySpaceMySpace
YouTubeYouTube
DIGGDIGGUniversity
MySpace webpageUniversity
MySpace webpage
Second LifeSecond Life
FlickrFlickr
YahoogroupsYahoogroups
WikipediaWikipedia
UniversityInstitutional Website
UniversityInstitutional Website
Outside World• Governments• Business• Media• Society-at-large• Alumni
Outside World• Governments• Business• Media• Society-at-large• Alumni
• Local community• Potential Students• Parents• Researchers• Others…
University-affiliated users
University-affiliated users
All users
All users
ICG © 2008 12CASE Online Communities Seminar – 12 April 2008
ONLINE COMMUNITIES WILL FUNDAMENTALLY INFLUENCE EDUCATIONAL DECISIONS EARLY ON
Age 8 12 18 22
WebkinzWebkinz
MySpaceMySpace
OrkutOrkut
Facebook HSFacebook HS
FacebookCollege
FacebookCollege
HigherEducationSchool Work
Communities with educational presences
Communities with educational presences
Purely social communitiesPurely social communities
Professional net-working communities
Professional net-working communities
Institutional communitiesInstitutional communities
Student NetworkStudent Network
Alumni NetworkAlumni
Network
Corporate Alumni Network
Corporate Alumni Network
ICG © 2008 13CASE Online Communities Seminar – 12 April 2008
PEOPLE, INFORMATION, AND CONTROL: HOW ADVANCEMENT CONNECTS WITH THE EXTERNAL WORLD
Alumni & Donor
Database
Alumni & Donor
Database
Student RecordsDatabase
Student RecordsDatabase
ProspectiveStudentsDatabase
(CRM)
ProspectiveStudentsDatabase
(CRM)
ProspectiveStudentsDatabase
(CRM)
Alumni & DonorOnline
Directory
Alumni & DonorOnline
Directory
StudentOnline
Directory
StudentOnline
Directory
Alumni & Donor &
Students & Prospective
Students Online
Community
Advancement plus Institution External World
MySpaceMySpace
OrkutOrkut
LinkedInLinkedIn
StudiVzStudiVz
BeboBebo
NINGNING
My
Members / Action & Information
Level of Control
ICG © 2008 14CASE Online Communities Seminar – 12 April 2008
Introduction
Poll of attendees’ online community practices
An environmental scan
• What is out there – the online communities landscape
• Who is doing what – from MySpace to Ning
• What to worry about – a story of brand exploitation
• What can we expect in the future – technology, behavior, advocacy
Break-out session: What to consider when setting up an online community
AGENDA
ICG © 2008 15CASE Online Communities Seminar – 12 April 2008
MYSPACE: 190,155 SCHOOLS AND ALUMNI GROUPS
Between 1 and 151,824 membersBetween 1 and 151,824 members
ICG © 2008 16CASE Online Communities Seminar – 12 April 2008
MYSPACE: “MYSPACE AT SCHOOL” IS THE LARGEST SCHOOLS & ALUMNI GROUP
MySpace is becoming increasingly convoluted and debased MySpace is becoming increasingly convoluted and debased
text-based ad portaltext-based ad portalunder constructionunder construction
commercial websites (toyzarama.com) in disguise
commercial websites (toyzarama.com) in disguise
ICG © 2008 17CASE Online Communities Seminar – 12 April 2008
MYSPACE: ILLINOIS STATE UNIVERSITYwww.myspace.com/isuredbirds
20,104 students – around 167,000 alumni – 736 friends of Reggie20,104 students – around 167,000 alumni – 736 friends of Reggie
ICG © 2008 18CASE Online Communities Seminar – 12 April 2008
FLICKR: 1,402,038 PICTURES WITH TEXT “UNIVERSITY”
480,449 pictures are tagged with “university”480,449 pictures are tagged with “university”
ICG © 2008 19CASE Online Communities Seminar – 12 April 2008
FLICKR: 5,417 GROUPS FOCUSING ON UNIVERSITIES
Some universities have thousands of pictures postedSome universities have thousands of pictures posted
ICG © 2008 20CASE Online Communities Seminar – 12 April 2008
FLICKR: SHEFFIELD HALLAM UNIVERSITY FLICKRERS ANONYMOUSwww.flickr.com/groups/shufa
Finally someone with a sense of humorFinally someone with a sense of humor
ICG © 2008 21CASE Online Communities Seminar – 12 April 2008
YOUTUBE: ABOUT 222,000 VIDEOS WITH THE TEXT “UNIVERSITY”
For better or worse, YouTube appeals to a juvenile crowd…For better or worse, YouTube appeals to a juvenile crowd…
story made national headlinesstory made national headlines
meta-community link-upmeta-community link-up
student activismstudent activism
funny - unintentionallyfunny - unintentionally
ICG © 2008 22CASE Online Communities Seminar – 12 April 2008
YOUTUBE CHANNELS: ABOUT 222,000 VIDEOS WITH THE TEXT “UNIVERSITY”
…but YouTube is slowly becoming a useful (traditional) learning medium…but YouTube is slowly becoming a useful (traditional) learning medium
start of major roll-outstart of major roll-out
get your 2nd Ph.D. on the sideget your 2nd Ph.D. on the side
not really a universitynot really a university
ICG © 2008 23CASE Online Communities Seminar – 12 April 2008
YOUTUBE: A NEW DELIVERY MECHANISMhttp://youtube.com/watch?v=NZNTgglPbUA
Nearly 2.2 million viewsNearly 2.2 million views
ICG © 2008 24CASE Online Communities Seminar – 12 April 2008
FACEBOOK: FROM A STUDENT-ONLY SITE TO MORE THAN 50 MILLION USERS IN LESS THAN FOUR YEARS
Facebook is driving student/alumni networking models worldwideFacebook is driving student/alumni networking models worldwide
aiming for 1.5 million membersaiming for 1.5 million members
strong issue displaystrong issue display
you get the ideayou get the idea
ICG © 2008 25CASE Online Communities Seminar – 12 April 2008
FACEBOOK: PURE ALUMNI GROUPS ARE STILL A SIDELINE
No dedicated alumni group with more than 5,500 members yetNo dedicated alumni group with more than 5,500 members yet
ICG © 2008 26CASE Online Communities Seminar – 12 April 2008
FACEBOOK: HARVARD UNIVERSITY – WHERE IT ALL STARTEDwww.facebook.com/networks/?nk=16777217
Amalgamation: 20,024 enrolled students - 54,164 Facebook membersAmalgamation: 20,024 enrolled students - 54,164 Facebook members
closed network. period.closed network. period.
ICG © 2008 27CASE Online Communities Seminar – 12 April 2008
FACEBOOK: HARVARD UNIVERSITY – WHERE IT ALL STARTED
Facebook is becoming hard to navigate, tooFacebook is becoming hard to navigate, too
nothing better to do…nothing better to do…
ditto…ditto…
ICG © 2008 28CASE Online Communities Seminar – 12 April 2008
NING: BUILD A GLOBAL COMMUNITY IN 15 MINUTES
More than 185,000 communities created in less than two years(1)More than 185,000 communities created in less than two years(1)
(1) With many being tire-kicking one-offs.
ICG © 2008 29CASE Online Communities Seminar – 12 April 2008
NING: CASE-ASIA PACIFIC IS UP AND RUNNING ON NING
119 members signed up in about one month119 members signed up in about one month
ICG © 2008 30CASE Online Communities Seminar – 12 April 2008
Introduction
Poll of attendees’ online community practices
An environmental scan
• What is out there – the online communities landscape
• Who is doing what – from MySpace to Ning
• What to worry about – a story of brand exploitation
• What can we expect in the future – technology, behavior, advocacy
Break-out session: What to consider when setting up an online community
AGENDA
ICG © 2008 31CASE Online Communities Seminar – 12 April 2008
• Founded in 1636
• Budget of around USD 2.99 billion
• Endowment of more than USD 35 billion
• Home to 31 Nobel prize winners
• Ranked 1st in the 2007 Shanghai Jiao Tong University ranking
• 20,024 students (3,821 international); 1,507 professors; 657 other academic staff; 12,345 general staff
• More than 270,000 total alumni; around 95% named alumni; around 340 clubs - 11 school clubs - 16 SIGs; 41 alumni association staff
ABOUT HARVARD UNIVERSITY
Some of you may have heard about HarvardSome of you may have heard about HarvardSource: Harvard University, Nobel Prize Committee, Shanghai Jiao Tong University.
ICG © 2008 32CASE Online Communities Seminar – 12 April 2008
HARVARD’S INTERNAL ALUMNI PORTALPersonal Alumni Page
Nothing fancy (upgrade has been three years in the making…)Nothing fancy (upgrade has been three years in the making…)
ICG © 2008 33CASE Online Communities Seminar – 12 April 2008
GROUPS FUNCTION IN LINKEDIN PROFILEPersonal Group Affiliations with Harvard University
Two of a number of Harvard alumni groupsTwo of a number of Harvard alumni groups
ICG © 2008 34CASE Online Communities Seminar – 12 April 2008
THE HARVARD-BAY-AREA YAHOO GROUPS HOMEPAGE
One of thirteen identical Yahoo Groups homepagesOne of thirteen identical Yahoo Groups homepages
ICG © 2008 35CASE Online Communities Seminar – 12 April 2008
THE HARVARD-CHINA YAHOO GROUPS HOMEPAGE
Nearly 3,300 (supposed) Harvard alumni have signed up Nearly 3,300 (supposed) Harvard alumni have signed up
ICG © 2008 36CASE Online Communities Seminar – 12 April 2008
THERE ARE THAN A DOZEN INTERLINKED SUPPOSED HARVARD ALUMNI GROUPS/BLOGS/WEBSITES
Source: http://harvard-sf.blogspot.com/.
Oh what a tangled web you weave…Oh what a tangled web you weave…
ICG © 2008 37CASE Online Communities Seminar – 12 April 2008
WHAT THIS IS REALLY ABOUT – A JOB… “Could You Use a Perry?”
Entrepreneurial? Or Deceptive?Entrepreneurial? Or Deceptive?
ICG © 2008 38CASE Online Communities Seminar – 12 April 2008
… AND MAKING MONEY OF HARVARD ALUMNI
A Guide to Abusing Your Alma Mater’s Brand and Taking Advantage of Your Fellow AlumniA Guide to Abusing Your Alma Mater’s Brand and Taking Advantage of Your Fellow Alumni
Note: Views expressed in this presentation are neither legal opinions nor have these been coordinated with Harvard University. Rather, they constitute an academic analysis. No claim is made whether Mr. Gregg has violated any applicable laws.
Step One: Create broad, interlinked virtual presence by utilizing no-cost third party platforms such as LinkedIn, Yahoo! Groups, and blogspot.
Step Two:Create appearance of (semi-) official status through use of logos, messaging, and references to actually sanctioned Harvard alumni activities (SF Harvard Club).
Step Three:Populate with content, mostly sourced from third parties. Make sure content cross-references linked presences. Cater to your own business interests by relentlessly pushing business pitches (e.g., grassestimate.com) – and ask for a job for yourself.
Step Four:Charge your fellow alumni $ 20 for the privilege of assisting you with your own economic advancement.
ICG © 2008 39CASE Online Communities Seminar – 12 April 2008
Introduction
Poll of attendees’ online community practices
An environmental scan
• What is out there – the online communities landscape
• Who is doing what – from MySpace to Ning
• What to worry about – a story of brand exploitation
• What can we expect in the future – technology, behavior, advocacy
Break-out session: What to consider when setting up an online community
AGENDA
ICG © 2008 40CASE Online Communities Seminar – 12 April 2008
WHAT WE CAN EXPECT IN THE FUTURE – TECHNOLOGY, BEHAVIOR, ADVOCACY
• Technology developments: Expect more of the same – faster, more integrated, more pervasive, on the go, etc.
• These developments have induced a fundamental shift in the way alumni relate, communicate, and advocate on behalf of their alma mater
• Alumni have adopted distinct communication and interaction habits• from simple communication platforms such as Yahoo Groups • to social communities such as Facebook and MySpace • to professional networking platforms such as LinkedIn • to virtual worlds such as Second Life
• Many of these global communities were built on belonging and communication paradigms. However, increasingly, the focus is onenabling interactions, including
• issue campaigns • broad-based advocacy• career development• financial transactions
ICG © 2008 41CASE Online Communities Seminar – 12 April 2008
Introduction
Poll of attendees’ online community practices
An environmental scan
• What is out there – the online communities landscape
• Who is doing what – from MySpace to Ning
• What to worry about – a story of brand exploitation
• What can we expect in the future – technology, behavior, advocacy
Break-out session: What to consider when setting up an online community
AGENDA
ICG © 2008 42CASE Online Communities Seminar – 12 April 2008
• 60 minutes – 45 minutes group-based work and 15 minutes presentation
• Five groups will be formed to discuss what to consider when setting up an online community
• Each group will be guided by a seminar presenter: Andy, Hannah, Joelle, John, and Lianne. Dan will assist all groups
• To make this exercise tangible each group will be given four randomly assigned parameters: Community, theme, budget, and alumni involvement
• A discussion guideline will be provided
• Group results will be written up and presented for three minutes each to everyone else at the end of the break-out session
BREAK-OUT SESSION
ICG © 2008 43CASE Online Communities Seminar – 12 April 2008
Daniel J. Guhr, Ph.D.Managing Director
San Francisco Bay Area Office 3207 Longfellow DriveBelmont, CA 94002USA
Phone +1 (619) 295 9600Fax +1 (650) 620 0080E-mail [email protected]
ICG CONTACT INFORMATION
ICG © 2008 44CASE Online Communities Seminar – 12 April 2008
This presentation was presented on 12 March 2008 at the CASE Online Communities Seminar in London.
ICG grants CASE the license to publish this presentation – unaltered, unabridged, and properly referenced – as part of the conference documentation.
All content, data, concepts, models, and case studies in this presentation are and remain the intellectual property of ICG or of specifically referenced institutions and sources.
LEGAL DISCLAIMER