TABLE OF CONTENTS

Introduction 3

Aim

Objectives

Messages 4

Workshop Recommendations 8

Resource Speakers' Presentations 10

ICT and E-learning

K. Kuppusamy

ICT and Management 13

Syd Castillo

ICT-Brand, Marketing and Communications 29

Richard Miller

InfoComm Technology in Programme 35

Dr Jeffrey K K Ho

Annexures 40

Staff and Participants Directory

INTRODUCTION

The workshop is the third of the series under the regional priority Scouting's Profile, following the well-attended Marketing for Growth Workshop (Malaysia 2006) and the Public Relations and Partnerships Workshops (Indonesia 2006).

Persekutuan Pengakap Malaysia is hosting the APR Workshop on ICT in Scouting on 5-8 September 2007 in Kuala Lumpur.

AIM

To give opportunity to ICT Commissioners and full time people in NSOs to optimise the use of ICT for the benefit of Scouting.

OBJECTIVES

At the end of the workshop, participants will be able to:

1. appreciate the value and integrated use of ICT into Scout training and E-learning.

2.maximise the use of ICT and multimedia resources for communications and marketing

3. explore appropriate ICT tools for management and membership.

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YB Dato’ Sri Dr. Haji Shafie bin Haji Mohd Salleh Chief Scout of Malaysia

On behalf of the Persekutuan Pengakap Malaysia I would like to extend our warmest ‘Selamat Datang’, Welcome to Malaysia to all the participants.

It is indeed an honour for Persekutuan Pengakap Malaysia to be the host for this workshop.

The Asia-Pacific Region has moved towards half a Century of Scouting in the year 2006, and a century for Malaysian Scouting, in 2008. We are challenged to strengthen the quality of Scouting amongst our member countries. ICT is an important vehicle to be utilized both by the NSOs and the young people.

ICT has changed the methodology of learning and training. The Scouts has to learn to adapt and adopt.

I hope this workshop will update the participants on the applications of ICT in Scouting. The knowledge gained will be further echoed to your respective NSOs.

Thank You.

MESSAGE

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YBhg. Col. Prof. Dato’ Dr. Haji Kamarudin bin Haji Kachar National Chief Commissioner

I take this opportunity to thank the participants from the Asia Pacific Region to this ICT Workshop hosted by the Persekutuan Pengakap Malaysia.

On completion of the workshop, the participants should be able to appreciate the value of integrating ICT into Scout training and E-learning.

It is essential to maximize the usage of ICT and multimedia resources for communications and marketing in Scouting. Exploring the right ICT tools is important for the present day management.

I wish you a fruitful workshop and a pleasant stay in Kuala Lumpur.

MESSAGE

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Eric KhooAPR Scout Committee

It gives me much pleasure to welcome the international community of Scouting to Kuala Lumpur, Malaysia for the APR Workshop on ICT in Scouting, the third in a series of workshops to put forth Scouting’s Profile, one of the region’s priority areas.

As Scouting worldwide begins its new centenary, it gives me pride to see that it is keeping stride with the latest technologies available in order to become more visible and relevant in this age of constant change. What better way to reach out to our fellow scouts than use ICT to bridge distance and time, and in unity uphold the ideals of Scouting!

So on behalf of the whole region, may I extend our warmest welcome to the delegates from various NSOs and congratulations to the Persektuan Pengakap Malaysia for hosting this very significant and timely event.

MESSAGE FROM THE CHAIRMAN

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Abdullah RasheedWorld Scout Bureau/Asia-Pacific Region

Scouting, in all its hundred-years existence, has shown time and again its flexibility in opening up to new technologies and using such knowledge to reaffirm its significance and development for the promotion of Scouting. Despite its rich Scouting tradition, it has never been afraid of change and has proven that it can exist confidently in a highly technological world.

Such is the challenge that is presented to all Scouters, and in this workshop, we hope to explore more of ICT and integrate its use primarily into Scout Training and E-learning. The field of ICT also offers a vast opportunity for Scouting’s growth in various fields not least of which are marketing, management and communication.

Through this very timely event, the APR Workshop on ICT for Scouting, would surely help us reinforce the image of Scouting in this modern age. Let this event aid us to create effective communication strategies, harnessing the power of technology available to us to complement training programs, build capabilities and bridge ties with our fellow Scouters to forge stronger links not only locally but also globally thus enhancing image-building.

My sincerest felicitations to our host Persekutuan Pengakap Malaysia and my best wishes to all participants for a job well done.

MESSAGE FROM THE REGIONAL DIRECTOR

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WORKSHOP RECOMMENDATIONS

The recommendations committee first would like to thank the participants for their valuable feedback. We would also like to thank the organizers and the host NSO, Malaysia for making this possible as the workshop has certainly achieved its objectives. The topics were relevant, enlightening and useful.

On behalf of the participant from the National Scout Organizations in the Regional ICT Workshop held in Kuala Lumpur 2007, we the committee, recommend that:

National Scout Organizations:

are encouraged to apply ICT pervasively to all aspects of its organisation. It is also the recommendation of the workshop that at the regional level, all NSO adopt ICT specifically in the area of membership management and e-learning as a tool in the training process.

This is in recognition of the fact that ICT applied in these two areas is critical and would result in significant advancement of the Scouting agenda.

That NSO endorse two focus groups:(x) An e-Management focus group comprising members from NSOs that are interested to focus on the development of Membership system to collectively look into issues faced in this area.

>This focus group is to study the needs, issues and identify solutions and resources available that can be applied.

>This is a voluntary grouping and comprise participant from this ICT workshop.

e-Management Focus Group Members:MaldivesMr. M. BangladeshMr. M. Abdul Hossain Siddque (TITU)

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(y) An e-Learning Technology focus group – tasked to explore available technologies that can be applied to produce e-learning material.

> This focus group will identify solutions and resources available to produce e-learning products and one or more prototype for presentation at the next ICT workshop. This will be shared with the rest of the NSO. This is a voluntary grouping and comprise participant from this ICT workshop.

E-learning Focus Group members:HongkongIvy Seet & Edwin TanMalaysiaKalaimani SupramaniamPhilipinesDr. Efren ValenciaSingaporeAlex Choo

• That NSOs organise similar workshops at national level to share these learning points.

Asia Pacific Regional Scout Committee to:

• reiterate the need for every NSO to designate a specific position such as an ICT Commissioner to drive ICT agendas and programs. These individuals should have an ICT background or have ICT interest and strive to:- to explore available ICT tools that can be applied.- to identify generation-Y scouts that can contribute to ICT programs- to collaborate on similar projects with other NSOs in such ICT programs.

This will ensure that the application of ICT in Scouting will be advanced proactively.

• Support ICT activities organize by the NSOs and circulate information of such activites among the NSOs.

• Organise regular ICT workshops to facilitate and update NSOs on the dynamically changing ICT landscape and to source good ICT resources to present at such workshops.

World Scout Bureau to -

• provide assistance in identifying available technologies available from the free source community applicable to Scouting needs and to disseminating such information.

• collate and provide regular updates on ICT activities and application of ICT by the various NSOs within the worldwide Scouting community so as to “share” such knowledge and technologies.

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RESOURCE SPEAKERS PRESENTATION

ICT and E-learningK. Kuppusamy

What am I going to talk about?FoundationDeliverye-Learning examplesBenefitsReflection

How Multimedia can assist in Training & LearningRetentionCommunicationVisualizingNeed of the hourAcquiring KnowledgeEducation comprisesTrainingDeliveryInstructional Methods

Forms of e-learning

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Elements of LearningElements of LearningWhen it comes to Emphasis, K.I.S.S (Keep it Simple and Short!)When it comes to Quality K.I.S.S (Keep it Simple and Standardized)When it comes to IT, K.I.S.S Keep it Simple and Self Sufficient

A Classic ExampleIKEAHardware Assembly

InferenceMake a Student Self Sufficient

How Multimedia can assist in Training & Learning

Trainer’s MethodologyA- Attract Attention of StudentsI- Create InterestD- Desire Builds inA- Action Automatically happens

Penta e-Learning MethodologyWhat is in it for me? - MotivationTopics – ObjectiveTopic Elaboration-LearningExercises-Re-inforceAnchor Points-ReflectionCase work-Experience

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Technical challenges faced by the teachers

Instructional Methods

– One solution for an Interactive classroom

• Interactive courseware

Technology can help Parents too!

– Parents must be part of Knowledge -Know Internet Technologies -Correspond with Teachers -Monitor Students

– Enabling tool

– One cannot take the warmth of Teachers

Make Technology do mundane things

Trainers should be facilitators

Trainers should Keep in face with Technology

Technology Usage

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ICT and ManagementSyd Castillo

House Rules Hand phones Cooperation and participation Share your initiative Nothing new; hope to give

“insights” Learning experience English

Content What is IT? Types of information system Applications and Impacts

of Information Systems Group Work Trail ahead

Definition of Information TechnologyIT is the totality of the means employed to systematically collect, process, store, present and share information to an end-user in support of his functions

ICT is the use of computers, data communications, office systems, methodologies and tools to generate information

Used as part of corporate strategy

Objective 3: At the end of the workshop, the participants will be able to explore appropriate ICT tools for management and membership.

IT and info system in a business context

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Five parts of an Information SystemPeopleSoftwareProceduresHardwareDate

Types of information systems

Office Automation SystemsCommunication SystemsTransactions Processing SystemsManagement Information SystemsExecutive Information SystemsDecision Support SystemsExecution SystemsGroupware Systems

Office Automation SystemsSupport general office workconsists of spreadsheets, text and image processing systems, presentation packages, personal and/or personnel database systemsMS Office, SmartSuite, OpenOffice, NeoOffice

Communication SystemsTeleconferencingUse of electronic transmission to permit 2 or more people to meet and discuss an idea/issueDifferent time - different place communicationAudio-conferencingComputer conferencingAudio-graphic conferencingVideo-conferencingOne-way video and one-way audio - single transmitting site to one or more receiving sites; closed circuit telecastOne-way video and two-way audioTwo-way video and audio

Issues related to Communication Systems

Danger of misinterpretation

Power relationships

Privacy and confidentiality

Electronic junk mail

Information overload

Transaction Processing Systems

a business event that generates or modifies data stored in an information system

Collects and stores data about transactions and sometimes controls decisions made as part of a transaction

Focused on record-keeping and control of repetitive clerical processes

Based on detailed models of how the transaction should be processed in accordance with rules, policies and goals of the organization

Two types - batch and real-time processing

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Management Information Systems

Provides management reports or information for managing an organization

Extracts and summarizes data from Transaction Processing Systems using measures of performance; e.g., sales or membership, tenure

Generates information for monitoring performance, maintaining coordination and providing background information about the organization’s operations

Objective: provide lower and middle management operational control information

monthly/weekly performance reports

attendance reports

sales reports

inventory reports

A.Characteristics

Support highly structured queries, stable

Oriented on past & present

Have limited analytical capabilities; summaries

Report on internal organization operations

Scheduled periodic reports

Exception reports

Demand (Ad hoc) reports: limited queries or views of data

Executive Information Systems

Highly interactive MIS providing managers and executives flexible access to information for monitoring operating results and general business conditions

Provide support for top executives and their aids. Unstructured and semi-structured decision making.

Provide easy access to key information pertaining to the organization and environment

Users’ time is a premium

Provide access to internal and external databases

“What if” capabilities abound

Tailor-able systems; cognitive styles

Decision Support Systems

Interactive system, which support decision making process

Can contain spreadsheets, graphics packages, DBMSs, simulation or optimization models

Can involve a model (a mathematical representation of a real-life situation) and simulation (using “what-if” analysis by varying the inputs of the model to see how the outputs are affected)

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Functional area: Marketing

Operational

weekly scheduling of sales force and promotions

order processing and customer follow-up

Tactical:

Sales force and product forecasting

Promotional planning & budgeting

Comparisons with industry standards

Competitive performance analysis

MEASUREMENT

Strategic:

What is our Market?

How will we satisfy the customers needs?

What does the customer want?

Execution Systems

Systems designed to directly support people doing value-added work for customers like practising medicine, designing buildings

Examples: Expert Systems, Computer Aided Design (CAD)

Groupware System

Software designed to be used by a group of people where interaction and coordination are needed

Helps groups and teams work together by sharing information and by controlling workflows within the group

Features / Characteristics

coordinates data access

coordinates group activities

focuses on group tasks and/or group communications

GroupwareWhat Does it Do?

Groupware is a fully integrated, easy- to-use messaging system that offers a wide range of powerful communication and collaboration capabilities such as email, personal calendaring, group scheduling, imaging, automated workflow, task and document management, rules-based message management, and electronic discussions.

GroupWareWhat’s Available?

Examples of Groupware Applications-electronic mail - message is sent with request for an answer by a certain date and this request is noted by the receiving system which then builds a schedule of requested responses for the users to act on-document handling - ability to control version number and to create documents as templates or route documents as forms-group scheduling or calendaring

Lotus Domino/Notes; Microsoft Exchange/Outlook; Novell GroupWise;

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Applications of IT common to most organizations

PayrollAccounts Receivable/PayableGeneral LedgerInventory Management and ControlHuman Resource DevelopmentBudgeting

Applications of IT for Office Automation

Electronic mailImage processingWord processingSpreadsheetsBusiness and presentation graphicsVoice processing (voice messages or teleconferencing, Internet telephony)

Industry-Specific Applications of IT Manufacturing

Order-Entry and ProcessingProduction SchedulingMarket AnalysisProject Management and ControlStandard CostingManufacturing Resource PlanningRoboticsComputer Integrated ManufacturingComputer Aided Design

Financial ServicesElectronic Funds TransferAutomatic Teller MachinesFinancial Planning Services

Industry-Specific Applications of ITPublishingWord ProcessingTypesettingGraphics DesignPage Formatting

EntertainmentAnimationSpecial EffectsMusic

AirlinesReservations

InsuranceActuarial AccountingPolicy AdministrationClaims Processing

Health Care Patient Accounting and AdministrationDiagnostic EquipmentMedical Research

EducationAdministration Student Registration and AccountingClass Scheduling

GovernmentUtility BillingsTax CollectionPolice SystemsTraffic ControlSocial SecurityCrime BureauSpace Programs

Applications and Impacts of Information Systems

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Applications of IT for personal developmentMaintaining personal recordsStoring names and addresses for personal mailing listsCreating and monitoring personal financesKeeping appointments and social calendarWriting letters and reportsEducationEntertainment (games)Special interest (astrology, music, etc.)

I. Increasing efficiency and effectiveness of internal operationsa. Empowering peopleby providing informationby providing toolsby providing training

b. Supporting management workinterpersonal rolesinformational rolesdecisional roles

c. Eliminating wasteeliminating unproductive uses of timeeliminating unnecessary papereliminating unnecessary worksteps and delaysre-using work

d. Structuring work to promote best practicesminimizing burden of record-keeping, data handlingsupporting appropriate workflowspermitting work to occur wherever and whenever it should be done

e. Automating workautomating customer interfacesautomating design workautomating manufacturing

f. Integrating across functions and organizationslinking customers and supplierssupporting organizational planning processescollaborating in product designcomputer integrated manufacturing (CIM)

II. Helping firms compete through selling, pricing and product differentiation

A. Competing on sales and distribution processesincreasing product awarenesssupporting the sales forceimproving product availabilityfacilitating paymentexpediting purchasing activitiesproviding electronic markets

B. Competing on cost to the customerusing information for better pricing decisionsadjusting prices and segmenting the marketproviding cost control information

C. Competing on product differentiationcustomizing the productmaking it easier to use the productmaking it easier to maintain the product

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Uses of the InternetDissemination of research

Client and customer support

Browsing and ordering of products

Display of creative arts

News and Entertainment

Personal web sites

Job hunting

Sports and Travel

Education

Group WorkList of possible data needed in designing a Management Information System for a national Scout organization

Minimum ICT requirements for a national Scout organization to operate

Minimum ICT requirements for a national Scout organization to operate

Judge

Jury

Defendant

Plaintiff

Trail ahead: The FutureMoving towards the minimum or above the minimum

Unified, collaboration groupware

OpenSource Software

http://www.ubuntu.com/

NeoOffice and OpenOffice

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ICT – Brand, Marketing and CommunicationsRichard MillerNational Chief Executive Vice- Chairman

Scouts Australia APR Scouting Profile Sub Committee

Workshop Objective 2Maximise use of ICT and multi-media resources for communication and marketing

OverviewICT and Brand, ImageICT and MarketingICT and Communications

Brand and Image What is a Brand?A Brand’s Intrinsic valueThe Brand PromiseFour Pillars of BrandingBrand Strategy

What is a Brand?The company logo?The product packaging?The Advertising and PR campaigns?These are elements of branding – but not the whole story!

What is a BrandBranding represents the “intangible” part of the business/productProducts are tangible – you can holdA brand by contrast is a collection of “intangibles”IdeasFeelingsWord associationsThese intangibles reside in the mind.

A Brand’s Intrinsic ValueMust stand for something larger than just a “product benefit”A brand must represent a “value proposition”Consumers choose one brand over another because of this intrinsic valueThat is, a brand must incorporate the customers’ viewpoint

Four Pillars of BrandingDifferentiationSet the brand apart from others in the market, can’t be the same

RelevanceAppropriateness, meaningfulness and the value of the point of difference

EsteemCustomers respond with high esteem for product when relevant differentiation built

UnderstandingHow well customers understand and believe in the point of difference

Brand StrategyIdentify the messageDefine core message by identifying the distinctive value of product, why consumers care about the offer

Build the messageFrame a succinct message consumers can understand and relate to. Reinforces core value of product.20

Promote the messageSolidify message in consumers’ minds by aggressive marketing. What good is message if no-one hears it!

“Be” the messageThe entire organisation has to live it – there is a direct connection between the brand message and the actual customer experience with it. If the experience contradicts the message, the brand loses!

Brand Equity Brand Equity – the worth of a brand

The totality of the consumers’ perceptions – how consumers feel about the brand

A brand equals trust-Need a perception of value and promise of quality-First create value and then deliver on it

The brand is valuable tool for consumers faced with a myriad of alternatives-the “signals” a brand sends out reflect the intangible associations with quality it represents.-Brand promises need to meet consumer needs and deliver each and every time

Marketing for GrowthGrowth comes from serving customers better, not bigger and concentrating on the brand’s unique area of competence

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Exercise Back Home

Select one Brand from any category of product or service and write up a description of the Brand using the 4 Pillars of Branding below.

Do the same thing for Scouting in your country

Differentiation-What sets the brand/Scouting apart from others in the market.

Relevance-Describe the appropriateness, meaningfulness and the value of the point of difference

Esteem-How are customers likely to respond regarding the level of esteem for the Brand/Scouting when point of difference is relevant

Understanding-How well do you think customers understand and believe in the point of difference. Explain why.

Keep your descriptions succinct

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Event photos

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Marketing Mix – The 4 P’s Place/Distribution- School based and community based. Product- Essentially the service provided.Price- Cost of being member.Promotion-Tools for creating awareness.

Marketing Mix – The other 3 P'sElements of 3 extra P’s relates to services these are the;

Process, Physical Evidence and the people

Process - The processes used to deliver a service. Important for services as the service is produced and consumed at the same time. A product can be stored and used at a later time.

Physical evidence - The bits of "evidence" that we give a customer help overcome the intangible nature of services and give them a true appreciation of the value of the service being provided.

People - Everybody involved in transactions - principally, the customers and the front-line staff. Particularly important for services and Scouts, e.g. the quality of camp is determined largely by the person/s running the camp.

Who’s Role is Marketing?Marketing needs to be at all levels of Scouting. It is not simply a management responsibility or Adult Scout Leaders responsibility.

This implies that every contact with people from the Scouting Movement is an act of marketing. Favourable or unfavourable opinions are made at every ‘service encounter.’

The Focus for This and Next Sessions-Youth Market and Generation Y-Promotion and CommunicationsNext Session

Youth MarketWho are they?What do they look like?

Target MarketYouth and Generation Y13 – 30 year olds

What do we know about Gen YYouth MarketingFive to six “Pillars” or “Passion Points” that drive youth cultureMusicFashionSportsTravelEntertainmentTechnology and hyperconnectivity

The PillarsConsumption patterns supported by these pillars (or passions) allow youth to define themselves and represent their lifestyle

What is important is authentically representing themselves to their peers and brands can provide them with opportunity to achieve this.

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ICT – Brand, Marketing & CommunicationICT and Marketing

Definition of Marketing “The right product, in the right place, at the right time, and at the right price' Adcock et al

Fundamentals of Marketing Who are our existing / potential customers?

What are their current / future needs?

How can we satisfy these needs?-Can we offer a product/ service that the customer would value?-Can we communicate with our customers?-Can we deliver a competitive product of service?

Why should customers buy from us?

Marketing is not trying to be all things to all customers

Youth Target MarketsOverall typically 12 – 30 year oldsTween Market 8 – 12 yrsTeens Market 13 – 19 yrsCollege Market 18 – 21 yrsYoung Adult Market 22+ yrs

Why is Youth Market Critical?Their buying powerTheir influence on spending in familyTeens and young adults often set trends adopted by other groupsKey for Scouting member growth

The Generations (Australia) Builders – born pre 1946 (61+yrs) Baby Boomers 1946 – 1964 (42 – 60yrs) Generation X, 1965 – 1979 (27 – 41 yrs) Generation Y, 1980 – 1994 (12 26yrs) Youth Generation Z, 1995 – 2009 (under 12yrs) Youth

Generation Y Also called Millennials, Generation, dot.com generation, mypod generation, and KIPPERS – Kids in Parents Pockets Eroding Retirement Savings! But the global label that has stuck is “Gen Y”

Gen Y – Core Values Confidence Civic Duty Achievement Sociability Morality,tolerance,accepting of cultural differences Diversity Street smarts

Gen Y – Personality, Characteristics Optimism Prefer collective action Tenacious Open to new experiences Post-modern perspective – irony, humour, innovative, curious, truth Brands – express individualism, reject traditional icon brands unless they specifically target contemporary ideals and values Many behaviours acceptable to both genders

Gen Y - CharacteristicsHave impatience re the old ways

Want instant gratification, think email is “snail mail” and want to be Chief Executive of the company by 35

What they lack in experience they believe they make up for in enthusiasm!

To many people Gen Y have low attention spans and high expectations

“They grew up in a world of 5 minute “ab workouts”, two minute noodles and the one minute manager – and they probably think they are too slow nowadays “(Youth market researcher)

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Gen Y and Technology Live in a Technology, Internet & media saturated environment Technology has played important part in empowering them The internet and associated applications are dominant media in their lives Grew up with mobile phones, the internet, pay TV, bottled water, laptops in a world with AIDS, terrorism and addiction to crack and heroin They are the most technology-fluent, adaptable and team oriented group in history They media multitask – watch TV, text messages and surf the web simultaneously

What is Cool?Not just an adjective It’s a comprehensive set of life-guiding concepts“Cool” is shorthand for all the qualities necessary for a Teen’s social survival-Acceptance-Fun-Success

Cool Vs Uncool Being thought of as “uncool” by the social group to which you aspire is not simply a matter of not making the gradeOr even being rejectedIt is the mark of “The Loser”

Marketing Cool Marketing Cool not that easy Gen Y assign relative appeal to a product based on its popularity or novelty Little known products may be too novel Some that are extremely popular may turn Gen Y off as they are too common.

How to Use This InformationHow can organisations use this information to get the attention of the most marketed to generation ever?

Understand the market (by accessing the right insights) Speak the language of the market (through effective creative messages and offers) Find the market in their own environment (by becoming part of their culture)

Other Suggestions Tap into the latest things the youth market is SMS-ing about But be respectful They don’t want to hear your message if it means they have to take out their iPod headphones to listen You can’t interrupt what they are doing to tell them what they need And they have little brand loyalty

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Summarising A fear of not belonging drives the youth market to adopt the consumer patterns that are unique to their demographic group

The flow on effects of having a sense of belonging and control are the feelings of empowerment, confidence and independence-Emotions highly sought after by young people

Mobile phones among youth are absolute necessity – give user control, independence and important information

To miss out on the SMS message detailing the huge party on Friday night night is to risk social isolation

In youth market, being seen on the cutting edge has a major impact on the attention that a brand, product or services

General Best known Brands

Use of SMS and the internet as media of cutting edge communication are avenues the youth market is very comfortable with

Marketing to younger members of consumer market are based on age old concepts of wants and needs

Empower the market, give them confidence to take control, provide them with a sense of belonging and stand on the cutting edge.

Group ExercisesSummarise the relevance of Gen Y characteristics and needs with regard to Scouting marketing in Asia Pacific Region in relation to: More developed countries -- 2 groups Less developed countries -- 2 groupsDoes it make a difference?

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ICT – Brand, Marketing & CommunicationICT and Communications

Workshop Objective 2 Maximise use of ICT and multi-media resources for communication and marketing

Gen Y and Media Communications Raised in a society heavily influenced by popular mediaMovies Television Music Electronic magazines and games Are pervasive in their environment

How Gen Y use ICT Chat rooms for general discussions Instant messaging to keep in touch with friends E-groups to exchange information, manage events Email to send messages Phone MMS/SMS to chat and communicate Set up personal websites/blogs to promote themselves and follow areas of interest YouTube Myspace, Facebook etc Games and school work, etc

Gen Y and Communications Just 10 years ago the internet seemed to be a far fetched notion Today, use of the world wide web and electronic mail by Gen Y is as common as the telephone Gen Y strongly identifies with each other and share a “global inclusivenes” as to race, gender, religion and state of the environment They wear similar clothes, listen to similar music, play similar computer games and enjoy the same recreational activities

Gen Y and Their CommunitiesGen Y and Their Communities Time, space and the social bonds that build families and communities are totally different for Gen Y then for previous generations The electronic community never sleeps and knows no physical boundaries Advertsiers and marketers have had to develop programs that involve one-to-one relationships with individual consumers The internet has been an increasingly important tool in developing and maintaining that relationship with Gen Y

Gen Y and the Social Network Gen Y spend a greater amount of their time (then previous generations) in less controlled and less homogenised environments Include physical areas such as bars, restaurants, health clubs, sports fields – Out of home and armed with lots of mobile devices It’s a world of social networking, downloads, digital communities and heightened mobility

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Gen Y and Communication with their Community It is not a world where traditional media (TV, radio, press/magazines) live

Communication with Gen Y is moving more to the non traditional media with an objective of:

Reaching Gen Y

Ensuring relevance of the brand appeal in the language and media they understand

Demand for User-generated content is growing – eg My Space, Utube and Facebook

Group Exercise Explain how a Scout organisation can utilise Gen Y’s use of the various electronic and internet tools at their disposal to develop greater social networking related to Scouting and therefore:

assist in creating greater relevance of Scouting in terms of image and

interest in being involved (or staying involved)

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InfoComm Technology in ProgrammeDr Jeffrey K K Ho Member, APR Programme Sub Committee & Scout eGame CommitteeAssistant Chief Commissioner (Programme)Singapore Scouts Association

Session ObjetivesAt the end of the Session, Participant will be able to:

1. Name at least one free Internet resource where an Adult Leader in Scouting can use for Youth Programme purposes.

2. List at least 4 major purpose of ICT in Programme.

3. Able to use free Internet resources to set up a Virtual Network to facilitate communication on Programme.

InformationCommunication Technology:PC-Internet - Most Useful mode – 2D & 3D

PDA - Similar to PC-Internet

Fax - Traditional 2D & fast. Reliable in places with no Internet connection

Telephone - Useful new model with Internet connection

PurposeThe purpose of using ICT in Programme is to -InformDetails of Events/Activities/Fees/ Venue/Target ParticipantEg Official Website, Electronic Bulletin Board, Blogsite, Fax

EducateProvide database and materials accessible anywhere in the World with Internet access for free*Eg Official Website, Blogsite , Web Community, Public Terminal, eDocument (MSWord/PDF)

ContactKeep in contact between Programme organizer and target recipientEg Group Email, Web Community, IRC, Skype, Fax, PDA, Phone

EngageLet Scouts or Leaders participate & learn Scout values or knowledge on line or share experience / photo / videos of ProgrammeEg Scout e Game, Flickr, MySpace, 3D Vitural World like Second Life, Active World, etc InternetBest ICT Platform for Scouts to assess Programme through Official Website for Programmes

Email communications/SMS/IRChat/ Skype/Internet Forum/Official BlogPublic Portal/Terminal

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Latest use on Internet for ProgrammeOnline Gaming – Scout eGame3D Virtual World

Group ExerciseIn your Group , use your laptop to access the Internet . Then using one of the free website from Yahoo / Google / MSN , construct a Web Community/Group/Email network among all members of the Group.

Also build a blogsite to inform all Scouts about the “Scout Event” that your Group is planning to organize and gather feedback from your Blog.

Alternately (if there is no access to Internet / PC )

Use your Flip Chart to design a 2 page information sheet about a Scout event / programme that your Group is going to organize. This information sheet will be fax out to Scout Units.

Also construct a telephone list of all members in your Group and send out an SMS regarding the event / programme.

InfoComm Technology in Youth Involvement

Session ObjectiveAt the end of the Session, Participants will be able to:

1. List at least one point regarding WOSM Definition of Youth Involvement.

2. Name at least 4 major purpose of ICT in Youth Involvement

3. Use one of the free Internet resource to explore and enhance further development of Youth Involvement in Scouting

DefinitionYouth Involvement (WOSM) -This strategy aims at assisting National Scout Organization in revitalising this fundamental element of our Movement ,which is crucial to its attractiveness and its ability to achieve its mission.

Involving Youth in the activities and decision making

Respect young people’s views & needs , target right level of participation

Introduce the concept of “play” as a key element to help adults develop the type of relationships with young people, with are necessary for youth participation

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Information – Communication TechnologyPC-Internet: Email, IM Chat,Skype,Web CommunityPDA - Similar to PC-InternetHandphone - Email , IM Chat, SMS , Voice / Video ICT is just a tool for Youth Involvement

It is important that there must be meaningful Youth participation in decision making in the NSO and their youth voices heard by Adults. Otherwise , there will be little connection between communication of youth with the communication of adult leaders despite the best ICT used

Purpose:The purpose of using ICT in Youth Involvement is to -

ConnectUsing free Internet resource to connect with Youth

Eg Free Office Suite Software (OpenOffice.org) , Free Internet Browser (Windows Internet Explorer / Mozilla / Netscape) , Free Blog ( Yahoo / Google / MSN), Free Email & IM Chat, Free Phone (Skype)

AttractTarget Youth members in Scouting and their non-Scout friends

Eg Snazzy Website , Interesting Youthful Blogsite , Catchy Video, etc

ParticipateAllow Youth members give their views & suggestions regarding NSO Programmes & Policies on line

Eg Group Email , Web Community, Blog ,etc

EngageBest way of Educating Young People is to support them in accessing Adult Role both in Real World (using ICT tools) and Virtual World

Eg 3D Vitural World like Second Life , Active World, There, etc

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Examples of Useful Free ICT Resources

CONNECT

ATTRACT

http://groups.msn.com/TheChineseHighSchoolScoutGroupSingapore/chinesetestpage.msnw

PARTICIPATE

Most important to remember that involving Youth (face- to-face) in real life is more important and ICT is just a tool to help achieve the mission.

ENGAGE

New Realms for Youth Involvement

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ANNEXURES

Directory

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