This document summarizes a presentation given at the World Urban Network in Madrid on July 21, 2012. The presentation focused on how organizations need to adapt to a rapidly changing digital world. The main points covered were: 1) the world is changing very quickly due to technology and digital culture, 2) organizations need to embrace collaboration and engage customers, and 3) leadership, especially from CEOs, is critical to driving an organizational culture shift towards digital engagement. Specific frameworks and best practices for digital engagement, measurement, and community management were also discussed. The overall message was that organizations must respond proactively to digital change or risk falling behind competitors.

1. YMCA WUN Madrid-
“Changing Lives, Moving Forward”
The Future is Friendly,
But Digital Needs to Become Your Friend
World Urban Network
Madrid
July 21st, 2012
Wikibrands - Reinventing Your Organization in a Customer-Driven
Marketplace

2. The Jason Bourne of
Business + Digital + Marketing + Innovation

3. Intergenerational YMCA Connections

4. The Dave Ball WUN Funnel

7. The Roadmap – 5 Core Messages
• Change Happens – The World is a Blur
• Collaboration - Together We Are Better
• Culture Shift - Digital Values are YMCA Values
• Leadership - CEOs Play a Large Role in Culture Shift
• Courageous Steps – FLIRT, MILCC and Top 10 Ideas

8. I. Change Happens –
The World is a Blur

9. “It is not the strongest of
the species that survive,
nor the most intelligent,
but the one most
responsive to change.”
Charles Darwin

10. We’ve scoured the world with this guy

11. “Paradigm shifts involve dislocation, conflict, confusion,
uncertainty. New paradigms are nearly always received with
coolness, even mockery or hostility . Those with vested
interests fight the change.
The shift demands such a different view of things that
established leaders are often last to be won over, if at all.”
Don Tapscott, Macrowikinomics

12. Agent Wildfire/Wikibrands’
3rd Annual Buzz Report Survey
“My business may not survive over the next 10 years if
we don't act swiftly to technology/digital culture”
69% agree/strongly agree

13. 1892 2010
1897 2008
2001 1996 2007 2007

14. The world is a blur I…social networks

15. The world is a blur II…products and cameras

16. The world is a blur III…politics.

17. The world is a blur IV…devices

18. The world is a blur V…mobile culture

19. The world is a blur VI…labour markets

20. The world is a blur VII…media.

21. The world is a blur VIII…internet time?

22. The world is a blur IX …socialization of
everything

23. The world is a blur X …razors

24. CEO’s Biggest Challenges

25. CEO’s Biggest Challenges
– External Forces Impact -

26. CEO’s Biggest Challenges
– Sustained Economic Value -

27. CEO’s Biggest Challenges
– The Customer Imperative -

28. CEO’s Biggest Challenges
– Customer Interaction –

29. CEO’s Biggest Challenges
– Leadership Traits

30. We don’t have the answers….yet

31. Warning Signs in the Mirror
1. You are reading bad headlines about yourself or
organizations like you.
2. Your revenues, followers and customer satisfaction
scores don’t line up.
3. People are not willing to spend time with you.
1. You are laughing at an innovative competitor/peer
company.
1. You can imagine a different world w/o much friction.

33. The Top 13 Trends That Will Drive Innovation in
Products, Culture, Digital, Media, Marketing and Sales

34. The Top 13 Trends That Will Drive Innovation in
Products, Culture, Digital, Media, Marketing and Sales

35. II. Collaboration
Together We Are Better

36. “In a connected world, power shifts to those
best able to connect.” Dov Seidman

37. Engaged Wikibrands
Win

38. Co-Innovation
Collaboration &
Crowdsourcing
Word of
Mouth and
Viral Effects
Peer to Peer
Support

39. FlippingYMCA Connection Pyramid
The the Pyramid - YMCA Customers
0.5%
2.0%
5.0%
367,000 engaged fans/42 billion+ connections

42. III. Culture Shift
Digital Values are YMCA Values

43. A Culture Change is Required
MASS ERA DIRECT ERA INFLUENCE/WIKIBRANDS ERA
Control Collaboration
Hype Transparency
Decisions Dialogue
Features Purpose

44. YMCA Should be a Natural at Digital
Engagement
Community Builder Customer Innovator
experience-driven

45. ADOLESCENT – THE Y STANDS FOR EMPOWERING YOUTH
Millennials Non-Millennials
(18-29)
“Interactions on social 129 Index 82 Index
networks are as
meaningful as real
life”
“Social networking is 126 Index 85 Index
an important part of
my everyday life”
Heavily influenced by 70% 46%
peers on purchases
Members On 91% 70%
Facebook
Find out about 66% 23%
noteworthy stuff via
Facebook/text first
Check smartphone 5+ 37% 24%
Source: Gfk Mediamark/BCG/comScore/Abacus/iPass

46. YMCA Values are Digital Values
 Collaborative (Wikipedia)
 Proactive (Apple)
 Inclusive (Mozilla)
 Sustainable (Intel)
 Accountable (Wikileaks)

47. The Rules and Tone
of a Connected Engaged Brand
Reciprocal
Ethical
Human
Awesome
Helpful
Authentic
Social

48. YMCA Needs to Produce Hero Employees

49. IV. Leadership
CEOs Play a Pivotal Role

50. The CEO Topspin –
The Peters and Deborahs Get It
• 82% of people trust a
company more who has a
CEO who is involved in
social media
• 94% believe it leads to a
better brand image
• 78% believe it leads to
better communication
Source: Brandfog

51. CEO Role Models
– Peter Aceto/Doug Ulman

52. Survey Results

53. CEO Survey #1:
How would you characterize your personal
comfort level with web/technology?
I am an expert 0%
I am an early adopter/enthusiast 18%
I am a mainstream user 63%
I am a laggard 18%
I am a non-user 0%

54. Sizing It Up – YMCA Globally
Digital Advocacy & Optimism
When asked about new and expanded forms of YMCA
digital engagement/social media:
 54% of you were big advocates
 46% of you were big supporters with only
some reservations

55. Sizing It Up – YMCA
Digital Level of Engagement
Do you believe your YMCA is
engaging your “fans, members,
participants and donors” well
enough online:
39% strong/18% weak
Do you believe your YMCA is
engaging your “employees, staff,
volunteers” well enough online:
43% strong/25% weak

56. Sizing It Up – YMCA –
Digital Talent & Resources
Does your local YMCA these assets to field
digital engagement/social media initiatives?

57. Top Networks – Facebook/YouTube Corporately
, Mobile Personally
Platform/Network Local YMCA Avid/Regular User Member/Occasional
Presence User
Facebook 97% 30% 40%
YouTube 75% 43% 37%
Twitter 62% 25% 23%
Mobile 21% 47% 20%
Blogging 45% 20% 33%
Flickr 45% 13% 20%
Wikis/Communities 38% 14% 30%
LinkedIn 35% 26% 43%
Forums/Rating Sites n/a 13% 40%
Social Commerce n/a 13% 20%
YMCAs also participated in Search engines (45%) and Digital Signage (35%)

58. Biggest Objectives for YMCA Digital Engagement:
#1 Increase Fundraising (68%)
#2 Drive Awareness/Buzz/Publicity (50%)
#3 Better Member/Participant Experience (36%)
#4 Advance Worthy Causes/CSR (29%)
#5 Better YMCA Perception/credibility (25%)
#6 Engage Youth (25%)
#7 Enhance YMCA presence in Other Sectors (25%)
#8 Accelerate Sales/Revenue (21%)
#9 Recruit Talent (18%)

59. Biggest CEO Digital Training and Education Needs:
#1 Understanding the CEO Role as Champion
#1 Outreach to Key Influencers
#3 Measurement/Metrics
#4 Building Sustainable Presence
#4 Digital Strategy/Planning
#6 Getting Employees Enthused
#6 Blogging
#8 Social Networks

60. V. Courageous Steps
FLIRT, MILCC and Ten Big Ideas

61. Wikibrands – Tale of The Tape
• 100 organizations
• 8 languages/15 Countries
• Now 18 months later…
• 12 Key Factors for Digital
Health

62. THE WIKIBRAND 12 FACTORS –
FLIRT/MILCC
• Focus/Strategy • Measurement/Metrics
• Language, Content, • Internalizing Success
Outreach
• Life Stage Management
• Incentives/Motivations •
Community
• Rules, Guidelines, Rituals Management
• Tools & Platform • Culture
• Ideas That Spread • Listening

63. Get FLIRT y

64. Roadmap for Building a Wikibrand
• Focus/Strategy
• Language/Content
• Incentives/Outreach
• Rules/Guidelines/Training
• Tools and Platforms

65. Top 10 Ranked Word of Mouth Elements
Great ideas that spread are rare and valuable
#1 Conversation Worthy Idea/Concept
#2 Great Product/Brand
#3 Customer Experience provided
#4 The Audience who Participates
#5 Culture/employees of a Company
#6 Method in which it interacts w/ its audience
#7 Incentives for referral
#8 Strong process
#9 Creative/design used
#10 Tools/technology platforms built
Source: Wikibrands Buzz Report

66. BALANCE FOUR FACTORS
Business/ Organization
Sponsorship Objectives Incentives
Vision Resources
Revenue
Talent
Marketplace
No Relevance Culture
Partners
Values Process
No Execution No Direction
Positioning Needs/Wants
Benefits No Capability Experience
Product/Service
Advocacy
Support Media
Community
Attention
Brand Customer

67. Forget Marketing’s 4Ps…
Embrace the Wikibrand 13Es
Would you recommend my brand
to a friend or colleague?
Mission
Drivers Well would you?
Advanced
Drivers
Experience
(product) Effiliation
Premium
Drivers
Ennovative Equity
Entertainment Entimate
Basic
Drivers
Entegrity Exposed Education
Esthetics Exchange
(place)
(price)
Company-driven User-driven

68. Content Quality vs. Quantity vs. Variety

69. CONTENT–
If the Customer is King, then Content is Queen
Activity per Great Good Minimum
Month
Blog Posts 30+ 12 5
Tweets 400 200 100
Video 12 4 1
Email 8 4 1

70. Three Reasons Why People Join Anything
The Feel Goods – The Look Goods - The Get Somethings
“How do I identify with, “How do I appear to - “What is my direct,
help the community?” others?” tangible reward?”
Fun & enjoyment (#1) Recognition by company (#1) Invitation to Events (#1)
Creativity Access to exclusive resources 3rd party incentives
Group effort/achievement Ability to join VIP circle Customized/personalize
d treatment

71. OUTREACH – The Community Richter Scale

72. YMCA Digital Engagement Survival Guide
- Rules, Guidelines & Survival Guide -
- 94 Pages of Digital Goodness
- Guidelines
- Online Brand Values
- Dos and Don’ts
- Best Practices
- Decision Tree and Q&A
- Top 150 Supporting Websites
YMCA Intranet key.ymca.ca
Resources & Presentations

73. WHAT CAUSES BIG DIGITAL BLOWUPS…
Source: Altimeter, August 2011

74. Have a Home, Neutral and Away Game
Home: Neutral: Away:
Website Brand Pages Social Networks
Blog Personal Profiles Sharing Sites
Community RSS Feed Other Blogs
Forums Facebook Connect Influencers

75. MILCC is Good

76. Roadmap - Maintaining a Wikibrand
• Measurement/Monitoring/Insight
• Internalizing Success
• Life Stage Management
• Community Management
• Culture Change

77. There is no silver bullet to
measurement

78. The Jeremy Lin ROI Measurement Axiom
- The more you use it, the more you prove it

79. Internally,
Get Employees on the Bus…

80. COMMUNITY MANAGEMENT
“who will lead the conversation?”

81. You Can Keep Anybody Happy Initially, How Do
You Get Them To Stay in Love

82. Top Tasks of Community Managers
1. Communication
2. Content Creation
3. Company/brand evangelism
4. Member/Customer support
5. Ongoing Facilitation
6. Metrics Reporting
7. Event Host
8. Community Evolution/Feature Development
9. Internal Rallying Cry
10. Community Administration
11. Member Recruitment/Crowdsourcing
Source: Agent Wildfire 2010 Community Management Survey

83. The 11 Cs of Creating Community
101 Broadcast
- Communication/Content i.e. photo/video/albums/news
- Competition i.e. rewards, contests, status
- Customization i.e. widgets, avatars, profiles
- Conversation i.e. blogs, forums, comments
201 Interaction
- Connection i.e. messaging, integration, feeds
- Community i.e. social networks, groups, teams
- Categorization i.e. tagging, sections, levels, lists
- Collective Wisdom i.e. rating, ranking, voting, polls
301 Collaboration/Core Altering
- Co-Creation i.e. CGM, ideas, reviews
- Contextual Extensions i.e. mobile, offline, online, IM
- Culture building i.e. recruitment, engagement, causes

85. The Biggest Wikibranding Sins
- Social Deafness, Muteness and Directionless -
Source: Agent Wildfire 2010 Buzz Report

86. Three Tests
• Are You Digitally Buff? (11 skills)
– Appendix
• Are You an Engaged Organization? (100
pts.)
http://wiki-brands.com/is-your-organized-digitally-engaged
/
• Is Your Website Effective? (100 pts.)
– Appendix

87. Takeaways
 The World is a Blur – Risk and Opportunity for YMCA, Get
Past the Danger Zone
 Brands that engage and collaborate win, those that don’t
don’t
 This is not a new tool, it is a culture shift – nothing in
YMCA’s DNA suggest they shouldn’t be a leader here
 Your role is critical both in local and global digital success
 FLIRT a little to build, MILCC a little to maintain a Wikibrand

88. Q&A, Debate, Confessions?

89. Because 894 goals and 310 sweat-soaked
pages can’t be wrong
"Skate to
where the
puck is
going,
not to where
it is."

90. Q&A
Contact me:
Twitter: sean@wiki-brands.com
@wikibrands @seanmoffitt

91. Are you digitally buff?

92. Are You Digitally Buff?
Offence
• Content/Campaigns
• Social media/networks
• Influencer outreach/paid media
Midfield
• SEO/search marketing
• Community
management/moderation
• Mobile/Apps
Defence
• Metrics/Analytics
• Org. Integration/Culture
• User experience/design
• CRM/eCommerce
• Hosting/platform software

93. The Engagement Quotient Test
A) Executive – Does the CEO champion digital
engagement? (10 pts.)
B) Priority – Does digital engagement show up
prominently in your annual strategy and what
you track? (10 pts.)
C) Rewards – Do you celebrate digital engagement
milestones company-wide? (10 pts.)
D) Openness – Do you feel empowered to express
support for your company in public, social media
freely? (10 pts.)
E) Education – Do you feel the required rules,
guidelines and training have been provided to
support digital engagement? (10 pts.)
http://wiki-brands.com/is-your-organized-digitally-engaged-the-eq-engagement-quotient-poll
/

94. The Engagement Quotient Test
F) Transparency – Do you have a free flowing
exchange of information and insight, enabled by
technology? (10 pts.)
G) Culture – Does support for digital engagement
pervade what you do everyday, from the boardroom
to the frontlines? (10 pts.)
H) Incentive - Do you feel like my manager supports
me in time, reward, risks and resources for digital
engagement efforts? (10 pts.)
I) Values – Do you have an ethos that every staff
person can believe in and get excited about? (10
pts.)
J) Participation – is participation in digital media
widely adopted and coordinated across the
organization? (10 pts.)
http://wiki-brands.com/is-your-organized-digitally-engaged-the-eq-engagement-quotient-poll
/

95. The 100 Point
Website Test

96. Website Criteria – 100 pt. Scale
Criteria Importance
Overall Impact 25 points
Content 15 points
Navigation 15 points
User Experience 15 points
Findability 15 points
Sociabiility 15 points
Total 100 points

97. Website Criteria – Overall Impact
Overall Impact Criteria Pts.
First Creates immediate wow, looks contemporary, causes to /10
Impressions sign up, engages for significant time
Simplicity Uncluttered, readable, graphic/colourful, strong calls to /5
action, infographics/flowcharts, above the fold
Uniqueness Distinctively branded, unique graphics, brand consistency, /5
look and feel diff. from competitors, Typography
Dynamic Slider windows, Dynamic news feeds, Rollover prompts, /3
Real-time response and feedback
Multimedia Varied and interesting use of animation, pictures, video, /2
music, mashups

98. Website Criteria - Content
Content Criteria Pts.
Usefulness Helps users, up-to-date, interactive, provides real value, /3
customized, well-presented, breadth, has a point of view
Transparency Real people/employees, mission statement/manifesto, /3
policies and rules
Credentials Evidence of popularity, third party or customer /3
testimonials, Organizational authority
Human/Fun Conversational language, Humour, Consistency with /3
audience, enthusiasm, Stories, leaves you wanting more
Incentives/News Dynamic stream of news, Campaigns, Offers, /3
Competitions, External links, Opportunity for fame

99. Website Criteria - Navigation
Navigation Criteria Pts.
Search ability Internal search engines, menus, support, mental model /3
on what to expect when you click
Links Graphic links, internal links, return to home menu easy, /3
links open in new windows
Intuitive Top options for clicking dependent on user and place /3
on site, priority of information
Menus Consistency of presence, descriptiveness /3
Types of user New vs. returning user, Country and language of user, /3
reaction Tiered user access

100. Website Criteria – User Experience
User Experience Criteria Pts.
Usability Limited click to completion, no need to upload new /3
software, browser and monitor capability, Download
speed, Cross platform
Knowledge of users Adaptive, flexible taxonomies, know history, analytics /3
inform experience, customizable environment
Security Safe for users to use, not flagged by filters, password /3
protection
Troubleshooting Strong Q&As, How-tos, Tracking orders/process, Virtual /3
live customer service
Easy to Contact Availability of forms, contact us page, triage to the right /3
person in the organization

101. Website Criteria - Findability
Findability Criteria Pts.
Smart URL Short, intuitive, .com, Multiple vanity urls /3
Metatags and Own the best relevant words, each page /3
Keywords sufficiently tagged and named
Links Good level of working inbound and outbound /3
links, seamlessly linked microsites
Partners and Network of partners, community of ambassadors, /3
Affiliates employee extensions
Funnel Social networks and content drive back to website /3

102. Website Criteria - Sociability
Sociability Criteria Pts.
Blog Content Frequent, well-tagged, relevant, engaging posts, Smart /3
headlines, Strong user engagement
Social Top social network integrated apps, easy to register /3
Integration through social profiles, activity linked to social network
feeds
Community Provides forums, crowdsourcing and microcommunities for /3
participation, community moderation
Easy to link Compatible with all the key social networks, automated /3
actions/emails, widgets
Participation Ability to participate, to give and receive, hear and respond, /3
real-time feedback, peer to peer capability, leaderboards