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YMCA World Urban Network Digital Engagement Inspiration Deck #2 “Digital Engagement Survival Guide” Good Rules and Best Practices June, 2012
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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.Enjoy
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YMCA World Urban NetworkDigital 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 seldomly executed, rules too harsh are
seldomly followed.”Benjamin Franklin, 1706-1790,
Famous Inventor and Author of Declaration of Independence
Source: Social Media Governance
THE EVOLUTION OF SOCIAL MEDIA RULES & GOVERNANCE
WHY DO WE EVEN NEED RULES?
Starting out…
Doing things right…
Employee encouragement/protection…
New/novice employees…
Productivity and bandwidth
Choose your Reason…
Dealing with Youth
Brand consistency
Security and Risk
Control
Loose Lips
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…
Source: Altimeter, August 2011
#12 - Inappropriate Online Response#10 - Failure to Act Quickly#11 - Lack of Fact Checking
#8 - Community Censorship#9 -NGO Attack
#6 - Astroturfing/Lieing#7 - Violation of Legal Guidelines
#5 - Inappropriate Content#4 -Rogue Employees
#3 - Violation of Ethical Guidelines#2 - Poor Influencer Relations
#1 - Exposure of Poor Experience
0 2 4 6 8 10 12 14 16
Incidence
GUIDELINES AND BEST PRACTICES - YOUR PEOPLE NEED TO FEEL EMPOWERED
ADVANCED DIGITALLY ENGAGED ORGANIZATIONS ACTIVELY ENCOURAGE EMPLOYEES
Source: Altimeter August 2011
Employees 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
The Best Rulemakers in
Digital Engagement
Gold Benchmarks – So ReadableKodak’s Social Media Tips
Gold Benchmarks – So Comprehensive – US Air Force
www.af.mil/shared/media/document/AFD-090406-036.pdf
Gold Benchmarks – So Brought To LifeIBM Social Computing Guidelines
http://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 guideinformation has been pulled togetherby the YMCA Canada digital engagement teamAll rights are reserved and held by YMCA Canada.
The YMCA Digital
EngagementSurvival Guide
YMCA Brand Values and
Assets
YMCA Guidelines
Dos and Don’ts and Digital
Engagement 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 your audience 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 confidential information#2 Don’t consider this a campaign, it’s a commitment#3 Don’t advocate non-YMCA services#4 Don’t comment outside of your area of expertise#5 Don’t play it too safe
Top 10 Don’ts
#6 Don’t engage too deeply with 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 21st, 2012
Take our 10 Minute CEO Survey:
https://www.surveymonkey.com/s/wunceoymca
