Sources: Creative Commons
0/
Adoption
Audience
Who are you trying to reach?
What are they doing on the social
web?
Where is your audience on the social
web?
How will you find answers to your
audience questions?
Adoption
Staff Roles
Who will be responsible for tactical
implementation?
Are they comfortable with the tools?
How will you involve others in your
organization in the social media
strategy?
Sources: David Wilcox, Social Media Game
License: http://creativecommons.org/licenses/by-nc-sa/3.
Adoption
Objectives
What do you want to accomplish on
the social web?
How will you measure success? It
make may not be dollars, but how
will you justify?
Adoption
Policy
What is the worse possible
scenario that could go wrong?
What will be your process for
creating a social media policy within
your organization?
Is your comfortable with transpar-
ency and openness?
What are some of the issues?
Sources: Creative Commons
Adoption
Experiment
How will you create a low-risk ex-
periment for learning?
Does it make sense to jump in as an
individual? How?
How will you design your first
experiment?
How will figure out what works, what
doesn’t, remix and learn?
Strategy
Participate
How will you engage in
conversations?
How will you shift from blasting out
your message? How will you respond
to criticism?
Sources: David Wilcox, Social Media Game
License: http://creativecommons.org/licenses/by-nc-sa/3.0/
Adoption
Time
How will you encourage a change of
culture so that social media can be
embraced by your org?
How will you educate a skeptical ED,
board or other staff?
How much time have you allotted for
those will implement? How will you
create that time?
Strategy
Listen
What will you be listening for?
How will you make what hear ac-
tionable?
Sources: Creative Commons
Strategy
Content Creation
How will you encourage to create
their experience with your organiza-
tion’s content? Or contribute their
own?
What issues? Have you allotted
enough time?
Can people easily share your con-
tent?
Strategy
Mixing
It’s about integrating social media
strategy and tools with proven
fundraising and Internet tools?
How will you do it?
Sources: David Wilcox, Social Media Game
License: http://creativecommons.org/licenses/by-nc-sa/3.0/
Strategy
Community Building
How will you build and nurture a
community around your
organization?
How will you sustain and maintain
relationship building?
Strategy
Information Coping Skills
Social media is messy and there’s
lot of information to deal with. How
will you avoid getting information
overload and distraction? How will
you achieve social productivity?
Sources: Creative Commons
Getting Started
Set up a Listening Post
What topics or phrases do you need
to track and why?
How will you make the information
actionable?
How will you find the most influential
voices in the social web to follow?
How will scan and summarize and
share in org?
Getting Started
RSS
Listening efficiently means you need
to use an RSS to scan and read so-
cial media in a reader.
How many sources do you need to
read? What sources? How will you
share the information reader with
others? Who will read what and
why?
Sources: David Wilcox, Social Media Game
License: http://creativecommons.org/licenses/by-nc-sa/3.0/
Getting Started
Set up a Listening Post
What are people saying about your
organization or issue?
Who is linking and why?
Are there conversations happening
that you’re participating in?
How will you make the time to follow
and comment?
Getting Started
RSS Reader
What RSS reader will you choose?
How will organize your feeds?
How will you make it a habit, shift
from email-based information to RSS
reader?
Sources: Creative Commons License: http://creativecommons.org/licenses/by-nc-sa/3.0/

Getting Started Getting Started

Don’t Forget What You Found
Bookmark sites or mentions of your
issue, organize, or key resources us- Once you’ve discovered the bloggers
ing tag. You can share with others
on staff.
Willing to make an effort to share?
What tag might you use? Can you
deal with the messiness?
Get Bloggers To Write About Your
Organization
who write about your issue, you can
encourage them to blog about your
organization.
How will you cultivate them?

Getting Started Getting Started

Listen and Participate with Twit-

ter
Joining the Conversation on
Twitter is an social presence tool that
Blogs
lets you have micro conversations
with your friends. You can use to
Once you discover conversations that
listen and to start participating.
are relevant, jump in and comment.
How will you get started?
What makes a meaningful comment?
How will you find interesting people
How will you manage your time?
to “follow”?
How will you track conversations?
How will you get to know people you
follow?

Sources: David Wilcox, Social Media Game

Sources: Creative Commons License: http://creativecommons.org/licenses/by-nc-sa/3.0/

Getting Started External

Communications

Keeping a Learning/Listening An Organizational Blog

Journal
What will your organization blog
Keeping an individual blog as a back about? Are people interested?
up brain to aggregate what you What about a group blog to share the
heard or to write about what you’ve work? How will you get it started?
learned can help. Can also help you Who will blog?
understand blogging workflow. Comfortable with having a
Setting up a blog is faster than mak- conversation with your readers?
ing a latte. How can you make it a How to integrate with your web site?
habit? Is the right approach for you?

External External
Communications Communications

Video sharing
Photo Sharing Sites like flickr let you
Your organization can share its story publish photos in more than place.
on video sites. What’s your goal?
What content will you use? Who will If you share photos from your or-
create? Production values? What ganization, what copyright or release
site? issues?
Enthusiastic photographers prepared
Do you want to encourage other peo- to share?
ple to share videos about their ex-
perience with your organization? Will your audience share their photos
of your organization?

Sources: David Wilcox, Social Media Game

Sources: Creative Commons
External
Communications
Social Networking
Which social networking site is right
for you?
How will you decide? One site or
many?
External
Communications
Personal Professional Network-
ing
A professional, personal network can
help you get things done at your job.
How can you establish and sustain a
personal network? Is this the right
strategy for you? Does it bring up
policy issues in your organization?
Sources: David Wilcox, Social Media Game
License: http://creativecommons.org/licenses/by-nc-sa/3.0/
External
Communications
Social Networking
A big part of social networking is
friending. You and other members
of your organization set up profiles
and start to make friends. What is
your friending policy? How will find
time to approve and find friends?
External
Communications
Social Networking Presence
Setting a presence on a social net-
working site is like a mini-web site.
You need to add content regularly
and encourage community participa-
tion. What presence is right for
your organization? How can you add
content efficiently? How will you
deal with a fan creating a page that
doesn’t use your branding?
Sources: Creative Commons
External
Communications
Creative Commons offers a flexible
way to share your work with others.
What license is right for you? Is
your content shareable and distribut- How will identify and communicate
able? What are the issues?
External
Communications
Fundraising widgets and charity
badges let your supporters become
messengers for your cause. How can
you work with your wired fundraisers
effectively?
Sources: David Wilcox, Social Media Game
License: http://creativecommons.org/licenses/by-nc-sa/3.0/
External
Communications
Metrics, Measurement, and ROI
How will you measure success?
What are your most important met-
rics?
intangible benefits to decision-
makers?
Social media uses metrics other than
page views — like influence, engage-
ment, audience, and loyalty. How
will you think about these?
External
Communications
Twitter is an IM/micro blogging
tool that you can use for network-
ing or distributing content.
Can you benefit from a Twitter
presence? How to find interesting
people to follow? Save time or
waste time? How to use it effec-
tively?