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

1. YMCA World Urban Network
Digital Engagement
Inspiration Deck #2
“Digital Engagement Survival
Guide”
Good Rules and Best Practices
June, 2012

2. Reminder –
Make WUN Madrid Great!
If you haven’t already,
take our 10 Minute CEO Survey:
https://www.surveymonkey.com/s/wunceoymca

3. “A few strong instincts and a few
plain rules suffice us”
Ralph Waldo Emerson

4. “Rules too soft are seldomly
executed, rules too harsh are
seldomly followed.”
Benjamin Franklin, 1706-1790,
Famous Inventor and Author of Declaration of Independence

5. THE EVOLUTION OF SOCIAL MEDIA RULES
& GOVERNANCE
Source: Social Media Governance

6. WHY DO WE EVEN NEED RULES?

7. Choose your Reason…
Starting out…
Dealing with Youth
Doing things right…
Brand consistency
Employee
Security and Risk
encouragement/protection
…
Control
New/novice employees…
Loose Lips
Productivity and

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. 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. GUIDELINES AND BEST PRACTICES -
YOUR PEOPLE NEED TO FEEL EMPOWERED

11. ADVANCED DIGITALLY ENGAGED ORGANIZATIONS
ACTIVELY ENCOURAGE EMPLOYEES
Employees are actively encouraged to use social media
Employees are allowed to use social media within guidelines
Employees are allowed to use, after formal approval
Employees not allowed during work hours/on behalf of company
We don’t have a social media policy yet
Source: Altimeter August 2011

12. The Best
Rulemakers in
Digital
Engagement

14. Gold Benchmarks – So Readable
Kodak’s Social Media Tips

15. Gold Benchmarks – So Comprehensive –
US Air Force
www.af.mil/shared/media/document/AFD-090406-036.pdf

16. Gold Benchmarks – So Brought To Life
IBM Social Computing Guidelines
http://www.ibm.com/blogs/zz/e
n/guidelines.html

17. Gold Benchmarks – So Simple
Intel’s 3 Rules of Engagement

18. 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.

19. The YMCA Digital
Engagement
Survival Guide

22. YMCA Brand
Values and Assets

26. YMCA Guidelines

36. Dos and Don’ts
and Digital
Engagement Tips
In Practice

37. Top 10 Dos
#1 Be Transparent
#2 Be Accurate
#3 Use Disclaimers
#4 Be Present
#5 Be Generous

38. 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

39. 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

40. 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

41. Top Troubleshooting
Questions

42. 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?

43. 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?

44. 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?

45. WHAT WOULD YOU DO?

50. YMCA Digital
Engagement
Decision Tree

52. Digital Engagement is
coming to Madrid!
– July 21 st, 2012
Take our 10 Minute CEO Survey:
https://www.surveymonkey.com/s/wunceoymca