YMCA WUN Madrid-“Changing Lives, Moving Forward”

The Future is Friendly, But Digital Needs to Become Your Friend

World Urban NetworkMadrid

July 21st, 2012

Wikibrands - Reinventing Your Organization in a Customer-Driven

Marketplace

The Jason Bourne of Business + Digital + Marketing + Innovation

Intergenerational YMCA Connections

The Dave Ball WUN Funnel

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

I. Change Happens – The World is a Blur

“It is not the strongest of the species that survive, nor the most intelligent,

but the one most responsive to change.”

Charles Darwin

We’ve scoured the world with this guy

“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

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

1892 2010

1897 2008

2001 1996 2007 2007

The world is a blur I…social networks

The world is a blur II…products and cameras.

The world is a blur III…politics.

The world is a blur IV…devices

The world is a blur V…mobile culture

The world is a blur VI…labour markets

The world is a blur VII…media.

The world is a blur VIII…internet time?

The world is a blur IX …socialization of everything

The world is a blur X …razors

CEO’s Biggest Challenges

CEO’s Biggest Challenges – External Forces Impact -

CEO’s Biggest Challenges – Sustained Economic Value -

CEO’s Biggest Challenges – The Customer Imperative -

CEO’s Biggest Challenges – Customer Interaction –

CEO’s Biggest Challenges – Leadership Traits

We don’t have the answers….yet

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.

Warning Signs in the Mirror

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

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

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

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

II. CollaborationTogether We Are Better

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

Engaged Wikibrands Win

Co-Innovation

Collaboration & Crowdsourcing

Peer to Peer Support

Word of Mouth and Viral Effects

Flipping the Pyramid - YMCA CustomersThe YMCA Connection Pyramid

0.5%

2.0%

5.0%

367,000 engaged fans/42 billion+ connections

III. Culture ShiftDigital Values are YMCA Values

MASS ERA DIRECT ERA INFLUENCE/WIKIBRANDS ERA

A Culture Change is Required

ControlHypeDecisionsFeatures

CollaborationTransparencyDialoguePurpose

YMCA Should be a Natural at Digital Engagement

Community Builder InnovatorCustomer experience-driven

ADOLESCENT – THE Y STANDS FOR EMPOWERING YOUTH

Millennials (18-29)

Non-Millennials

“Interactions on social networks are as meaningful as real life”

129 Index 82 Index

“Social networking is an important part of my everyday life”

126 Index 85 Index

Heavily influenced by peers on purchases

70% 46%

Members On Facebook 91% 70%

Find out about noteworthy stuff via Facebook/text first

66% 23%

Check smartphone 5+ times per hour

37% 24%

Source: Gfk Mediamark/BCG/comScore/Abacus/iPass

YMCA Values are Digital Values

Collaborative (Wikipedia)

Proactive (Apple)

Inclusive (Mozilla)

Sustainable (Intel)

Accountable (Wikileaks)

The Rules and Tone of a Connected Engaged Brand

ReciprocalEthicalHumanAwesomeHelpfulAuthenticSocial

YMCA Needs to Produce Hero Employees

IV. LeadershipCEOs Play a Pivotal Role

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

CEO Role Models – Peter Aceto/Doug Ulman

Survey Results

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%

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

Sizing It Up – YMCA Globally Digital Advocacy & Optimism

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

Sizing It Up – YMCA Digital Level of Engagement

Sizing It Up – YMCA – Digital Talent & Resources

Does your local YMCA these assets to field digital engagement/social media initiatives?

Top Networks – Facebook/YouTube Corporately , Mobile Personally

Platform/Network Local YMCA Presence

Avid/Regular User Member/Occasional 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%)

#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%)

Biggest Objectives for YMCA Digital Engagement:

#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

Biggest CEO Digital Training and Education Needs:

V. Courageous Steps FLIRT, MILCC and Ten Big Ideas

Wikibrands – Tale of The Tape

• 100 organizations

• 8 languages/15 Countries

• Now 18 months later…

• 12 Key Factors for Digital Health

THE WIKIBRAND 12 FACTORS – FLIRT/MILCC

• Focus/Strategy

• Language, Content, Outreach

• Incentives/Motivations

• Rules, Guidelines, Rituals

• Tools & Platform• Ideas That Spread

• Measurement/Metrics

• Internalizing Success

• Life Stage Management• Community

Management• Culture• Listening

Get FLIRT y

• Focus/Strategy

• Language/Content

• Incentives/Outreach

• Rules/Guidelines/Training

• Tools and Platforms

Roadmap for Building a Wikibrand

Top 10 Ranked Word of Mouth ElementsGreat 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 builtSource: Wikibrands Buzz Report

BALANCE FOUR FACTORS OrganizationBusiness/

Sponsorship

Brand Customer

No Relevance

No Capability

No DirectionNo Execution

ObjectivesVision Resources

TalentCulture

Incentives

Process

Needs/Wants

Experience

AdvocacyMedia

Revenue

PartnersValues

Marketplace

Positioning

Community

BenefitsProduct/Service

Support

Attention

EffiliationExperience(product)

Exchange(price)

EquityEntimate

EstheticsEntegrity Exposed

(place)Education

EnnovativeEntertainment

Company-driven User-driven

Basic Drivers

AdvancedDrivers

PremiumDrivers

MissionDrivers

Forget Marketing’s 4Ps…Embrace the Wikibrand 13Es

Would you recommend my brand to a friend or colleague?

Well would you?

Content Quality vs. Quantity vs. Variety

CONTENT– If the Customer is King, then Content is Queen

Activity per Month

Great Good Minimum

Blog Posts 30+ 12 5

Tweets 400 200 100

Video 12 4 1

Email 8 4 1

Fun & enjoyment (#1)CreativityGroup effort/achievement

Three Reasons Why People Join Anything

The Feel Goods – “How do I identify with, help the community?”

The Look Goods - “How do I appear to

others?”

The Get Somethings - “What is my direct,

tangible reward?”

Recognition by company (#1)Access to exclusive resourcesAbility to join VIP circle

Invitation to Events (#1)3rd party incentivesCustomized/personalized treatment

OUTREACH – The Community Richter Scale

YMCA Intranet key.ymca.ca Resources & Presentations

- 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 Digital Engagement Survival Guide- Rules, Guidelines & Survival Guide -

WHAT CAUSES BIG DIGITAL BLOWUPS…

Source: Altimeter, August 2011

Have a Home, Neutral and Away Game

Home:Website

BlogCommunity

Forums

Away:Social Networks

Sharing SitesOther BlogsInfluencers

Neutral:Brand Pages

Personal ProfilesRSS Feed

Facebook Connect

MILCC is Good

• Measurement/Monitoring/Insight

• Internalizing Success

• Life Stage Management

• Community Management

• Culture Change

Roadmap - Maintaining a Wikibrand

There is no silver bullet to measurement

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

Internally,Get Employees on the Bus…

COMMUNITY MANAGEMENT“who will lead the conversation?”

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

1. Communication 2. Content Creation 3. Company/brand evangelism4. 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

Top Tasks of Community Managers

Source: Agent Wildfire 2010 Community Management Survey

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

The Biggest Wikibranding Sins- Social Deafness, Muteness and Directionless -

Source: Agent Wildfire 2010 Buzz Report

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-the-eq-engagement-quotient-poll

/

• Is Your Website Effective? (100 pts.)– Appendix

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

Q&A, Debate, Confessions?

Because 894 goals and 310 sweat-soaked pages can’t be wrong

"Skate to where the

puck is going,

not to where it is."

Twitter:@wikibrands

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

Are you digitally buff?

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

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/

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/

The Engagement Quotient Test

The 100 Point Website Test

The 100 Point Website Test

Website Criteria – 100 pt. Scale

Criteria ImportanceOverall Impact 25 pointsContent 15 pointsNavigation 15 pointsUser Experience 15 pointsFindability 15 pointsSociabiility 15 pointsTotal 100 points

Website Criteria – Overall Impact

Overall Impact Criteria Pts.

First Impressions

Creates immediate wow, looks contemporary, causes to sign up, engages for significant time

/10

Simplicity Uncluttered, readable, graphic/colourful, strong calls to action, infographics/flowcharts, above the fold

/5

Uniqueness Distinctively branded, unique graphics, brand consistency, look and feel diff. from competitors, Typography

/5

Dynamic Slider windows, Dynamic news feeds, Rollover prompts, Real-time response and feedback

/3

Multimedia Varied and interesting use of animation, pictures, video, music, mashups

/2

Website Criteria - Content

Content Criteria Pts.

Usefulness Helps users, up-to-date, interactive, provides real value, customized, well-presented, breadth, has a point of view

/3

Transparency Real people/employees, mission statement/manifesto, policies and rules

/3

Credentials Evidence of popularity, third party or customer testimonials, Organizational authority

/3

Human/Fun Conversational language, Humour, Consistency with audience, enthusiasm, Stories, leaves you wanting more

/3

Incentives/News Dynamic stream of news, Campaigns, Offers, Competitions, External links, Opportunity for fame

/3

Website Criteria - Navigation

Navigation Criteria Pts.

Search ability Internal search engines, menus, support, mental model on what to expect when you click

/3

Links Graphic links, internal links, return to home menu easy, links open in new windows

/3

Intuitive Top options for clicking dependent on user and place on site, priority of information

/3

Menus Consistency of presence, descriptiveness /3

Types of user reaction

New vs. returning user, Country and language of user, Tiered user access

/3

Website Criteria – User Experience

User Experience Criteria Pts.

Usability Limited click to completion, no need to upload new software, browser and monitor capability, Download speed, Cross platform

/3

Knowledge of users Adaptive, flexible taxonomies, know history, analytics inform experience, customizable environment

/3

Security Safe for users to use, not flagged by filters, password protection

/3

Troubleshooting Strong Q&As, How-tos, Tracking orders/process, Virtual live customer service

/3

Easy to Contact Availability of forms, contact us page, triage to the right person in the organization

/3

Website Criteria - Findability

Findability Criteria Pts.

Smart URL Short, intuitive, .com, Multiple vanity urls /3

Metatags and Keywords

Own the best relevant words, each page sufficiently tagged and named

/3

Links Good level of working inbound and outbound links, seamlessly linked microsites

/3

Partners and Affiliates

Network of partners, community of ambassadors, employee extensions

/3

Funnel Social networks and content drive back to website /3

Website Criteria - Sociability

Sociability Criteria Pts.

Blog Content Frequent, well-tagged, relevant, engaging posts, Smart headlines, Strong user engagement

/3

Social Integration

Top social network integrated apps, easy to register through social profiles, activity linked to social network feeds

/3

Community Provides forums, crowdsourcing and microcommunities for participation, community moderation

/3

Easy to link Compatible with all the key social networks, automated actions/emails, widgets

/3

Participation Ability to participate, to give and receive, hear and respond, real-time feedback, peer to peer capability, leaderboards

/3