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Football 2.030,000 football fans are making use of Web 2.0 applications to run a football club. What
lessons can educators learn from their example?
College Conference 7th July 2008
Football 2.0
The Machine is Us/ing Us
by Michael WeschAssistant Professor of Cultural Anthropology
Kansas State University
Football 2.0
Web 2.0
Web 2.0 is a term describing the trend in the use ofWorld Wide Web technology and web design that aimsto enhance creativity, information sharing, and, mostnotably, collaboration among users. (Wikipedia, 29th
June 2008)
Examples: Blogger, Facebook, Del.icio.us, Wikipedia,YouTube
Football 2.0
Myfootballclub - How Does It Work?
‘Wisdom of Crowds’ theory (James Surowiecki) 30,000+ members £35 annual subscription MyFC owns a controlling stake in Ebbsfleet United Members are asked to vote on important issues
affecting the club (eg kit suppliers, season ticket prices)
Members can initiate their own votes Supporters pick the team
Football 2.0
Myfootballclub - A Brief History
April 2007: Website is launched August 2007: ‘Opens for business’ November 2007: Ebbsfleet United identified as
chosen club January 2008: Members vote to purchase controlling
stake in Ebbsfleet United February 2008: Takeover is completed May 2008: Ebbsfleet United win FA Trophy at
Wembley July 2008: Members pick team for first time
“A small Kent club have already become a worldwideModern media phenomenon” – The Independent, Jan22nd 2008
Football 2.0
Football 2.0
Football 2.0
Making Sense Of It All
Wikis Yahoo Groups Podcast MySpace / Facebook Blogs Delicious (Social Bookmarking) Chatrooms Flickr YouTube (Fleet TV)
Football 2.0
Football 2.0
Football 2.0
Football 2.0
Football 2.0
Football 2.0
Football 2.0
Web 2.0 Characteristics
Pros Quick to set up Little IT expertise required User familiarity Choice Free!
Cons Authority Copyright Issues Choice (!)
Football 2.0
Football 2.0
“Pandora’s Box is open…”
