wikibrands ymca world urban network madrid, july 2012 keynote
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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."
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
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