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YMCA World Urban Network    Digital Engagement    Inspiration Deck #2“Digital Engagement Survival           Guide”Good Rul...
Reminder –  Make WUN Madrid Great!      If you haven’t already, take our 10 Minute CEO Survey:https://www.surveymonkey.com...
“A few strong instincts and a few     plain rules suffice us”                        Ralph Waldo Emerson
“Rules too soft are seldomlyexecuted, rules too harsh are    seldomly followed.”                                 Benjamin ...
THE EVOLUTION OF SOCIAL MEDIA RULES          & GOVERNANCE                  Source: Social Media Governance
WHY DO WE EVEN NEED RULES?
Choose your Reason…Starting out…                                Dealing with YouthDoing things right…                     ...
WHEN THINGS GO WRONG - 7 ISSUES…            ✘ No internal education            ✘ No professional staff            ✘ No tri...
WHAT CAUSES BIG DIGITAL BLOWUPS…                                          Incidence   #1 - Exposure of Poor Experience    ...
GUIDELINES AND BEST PRACTICES -YOUR PEOPLE NEED TO FEEL EMPOWERED
ADVANCED DIGITALLY ENGAGED ORGANIZATIONS     ACTIVELY ENCOURAGE EMPLOYEESEmployees are actively encouraged to use social m...
The BestRulemakers in   Digital Engagement
Gold Benchmarks – So ReadableKodak’s Social Media Tips
Gold Benchmarks – So Comprehensive –  US Air Forcewww.af.mil/shared/media/document/AFD-090406-036.pdf
Gold Benchmarks – So Brought To Life  IBM Social Computing Guidelineshttp://www.ibm.com/blogs/zz/en/guidelines.html
Gold Benchmarks – So SimpleIntel’s 3 Rules of Engagement
And Now the New Gold Standard - YMCA                               The following guide                               infor...
The YMCA Digital  Engagement Survival Guide
YMCA BrandValues and Assets
YMCA Guidelines
Dos and Don’ts  and DigitalEngagement Tips   In Practice
Top 10 Dos#1 Be Transparent#2 Be Accurate#3 Use Disclaimers#4 Be Present#5 Be Generous
Top 10 Dos#6 Uphold YMCA values#7 Engage where youraudience is#8 Don’t forget your day job#9 Protect YMCA Stakeholders#10 ...
Top 10 Don’ts#1 Don’t reveal confidentialinformation#2 Don’t consider this acampaign, it’s a commitment#3 Don’t advocate n...
Top 10 Don’ts#6 Don’t engage too deeplywith youth#7 Don’t trash copyright laws#8 Don’t get into scraps#9 Don’t hide mistak...
Top Troubleshooting     Questions
Top Troubleshooting         Questions• Why should staff care?• How can I get employees  involved?• Is what I’m doing “on b...
Top Troubleshooting          Questions• Someone left a negative  comment?• How do I prove digital is as  valuable as my ot...
Top Troubleshooting          Questions• We goofed, how do we fix it?• What if someone contacts me  with a customer service...
WHAT WOULD YOU DO?
YMCA Digital EngagementDecision Tree
Digital Engagement is       coming to Madrid!         – July 21 st, 2012 Take our 10 Minute CEO Survey:https://www.surveym...
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Hello Everyone --this is the second in a series of slides designed to help you get ready for Dave Ball and Sean Moffits session Impact and Communication-Madrid.

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Transcript of "Wunpresentation2"

  1. 1. YMCA World Urban Network Digital Engagement Inspiration Deck #2“Digital Engagement Survival Guide”Good Rules and Best Practices June, 2012
  2. 2. Reminder – Make WUN Madrid Great! If you haven’t already, take our 10 Minute CEO Survey:https://www.surveymonkey.com/s/wunceoymca
  3. 3. “A few strong instincts and a few plain rules suffice us” Ralph Waldo Emerson
  4. 4. “Rules too soft are seldomlyexecuted, rules too harsh are seldomly followed.” Benjamin Franklin, 1706-1790, Famous Inventor and Author of Declaration of Independence
  5. 5. THE EVOLUTION OF SOCIAL MEDIA RULES & GOVERNANCE Source: Social Media Governance
  6. 6. WHY DO WE EVEN NEED RULES?
  7. 7. Choose your Reason…Starting out… Dealing with YouthDoing things right… Brand consistencyEmployee Security and Riskencouragement/protection… ControlNew/novice employees… Loose LipsProductivity and
  8. 8. WHEN THINGS GO WRONG - 7 ISSUES… ✘ No internal education ✘ No professional staff ✘ No triage plan ✘ No employee policy ✘ Bad influencer identification and treatment ✘ No moderation ✘ No community guidelines
  9. 9. WHAT CAUSES BIG DIGITAL BLOWUPS… Incidence #1 - Exposure of Poor Experience #2 - Poor Influencer Relations #3 - Violation of Ethical Guidelines #4 -Rogue Employees #5 - Inappropriate Content #7 - Violation of Legal Guidelines #6 - Astroturfing/Lieing #9 -NGO Attack #8 - Community Censorship #11 - Lack of Fact Checking #10 - Failure to Act Quickly#12 - Inappropriate Online Response 0 2 4 6 8 10 12 14 16 Source: Altimeter, August 2011
  10. 10. GUIDELINES AND BEST PRACTICES -YOUR PEOPLE NEED TO FEEL EMPOWERED
  11. 11. ADVANCED DIGITALLY ENGAGED ORGANIZATIONS ACTIVELY ENCOURAGE EMPLOYEESEmployees are actively encouraged to use social mediaEmployees are allowed to use social media within guidelinesEmployees are allowed to use, after formal approvalEmployees not allowed during work hours/on behalf of companyWe don’t have a social media policy yet Source: Altimeter August 2011
  12. 12. The BestRulemakers in Digital Engagement
  13. 13. Gold Benchmarks – So ReadableKodak’s Social Media Tips
  14. 14. Gold Benchmarks – So Comprehensive – US Air Forcewww.af.mil/shared/media/document/AFD-090406-036.pdf
  15. 15. Gold Benchmarks – So Brought To Life IBM Social Computing Guidelineshttp://www.ibm.com/blogs/zz/en/guidelines.html
  16. 16. Gold Benchmarks – So SimpleIntel’s 3 Rules of Engagement
  17. 17. And Now the New Gold Standard - YMCA The following guide information has been pulled together by the YMCA Canada digital engagement team All rights are reserved and held by YMCA Canada.
  18. 18. The YMCA Digital Engagement Survival Guide
  19. 19. YMCA BrandValues and Assets
  20. 20. YMCA Guidelines
  21. 21. Dos and Don’ts and DigitalEngagement Tips In Practice
  22. 22. Top 10 Dos#1 Be Transparent#2 Be Accurate#3 Use Disclaimers#4 Be Present#5 Be Generous
  23. 23. Top 10 Dos#6 Uphold YMCA values#7 Engage where youraudience is#8 Don’t forget your day job#9 Protect YMCA Stakeholders#10 It’s a Conversation
  24. 24. Top 10 Don’ts#1 Don’t reveal confidentialinformation#2 Don’t consider this acampaign, it’s a commitment#3 Don’t advocate non-YMCAservices#4 Don’t comment outside of yourarea of expertise#5 Don’t play it too safe
  25. 25. Top 10 Don’ts#6 Don’t engage too deeplywith youth#7 Don’t trash copyright laws#8 Don’t get into scraps#9 Don’t hide mistakes#10 Don’t be valueless
  26. 26. Top Troubleshooting Questions
  27. 27. Top Troubleshooting Questions• Why should staff care?• How can I get employees involved?• Is what I’m doing “on brand”?• No one is following us, how do we build community?
  28. 28. Top Troubleshooting Questions• Someone left a negative comment?• How do I prove digital is as valuable as my other priorities?• No one has time for this?• Young people want to get involved?
  29. 29. Top Troubleshooting Questions• We goofed, how do we fix it?• What if someone contacts me with a customer service issue?• What content can I share on social media channels?• What is my return on investment for being active on YMCA’s social media sites?
  30. 30. WHAT WOULD YOU DO?
  31. 31. YMCA Digital EngagementDecision Tree
  32. 32. Digital Engagement is coming to Madrid! – July 21 st, 2012 Take our 10 Minute CEO Survey:https://www.surveymonkey.com/s/wunceoymca
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