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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.

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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    Wunpresentation2 Wunpresentation2 Presentation Transcript

    • 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
    • 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 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