YMCA World Urban Network Digital Engagement Inspiration Deck #2“Digital Engagement Survival Guide”Good Rules and Best Practices June, 2012
Reminder – Make WUN Madrid Great! If you haven’t already, take our 10 Minute CEO Survey:https://www.surveymonkey.com/s/wunceoymca
“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 Franklin, 1706-1790, Famous Inventor and Author of Declaration of Independence
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… Brand consistencyEmployee Security and Riskencouragement/protection… ControlNew/novice employees… Loose LipsProductivity and
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
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
GUIDELINES AND BEST PRACTICES -YOUR PEOPLE NEED TO FEEL EMPOWERED
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
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 information has been pulled together by the YMCA Canada digital engagement team All rights are reserved and held by YMCA Canada.
The YMCA Digital Engagement Survival Guide
YMCA BrandValues and Assets
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 It’s a Conversation
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
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
Top Troubleshooting Questions
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?
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?
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?
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.surveymonkey.com/s/wunceoymca