Telling Your Rotary Story Effectively With Social Media

2014 ROTARY INTERNATIONAL CONVENTION

Telling your Rotary story effectively with Social MediaModerator: Simone CollinsPanelist: Kero O'Shea

Panelist: Kate McKenzie

What do you want to achieve? • Defining outcomes

• Defining your audience(s)

• Engaging stakeholders

We will cover..

Primary platforms:- Facebook (profiles/pages/ groups)- Twitter- LinkedIn

Other tools of the trade:- Instagram- Pinterest

Tips and challenges to take back to your club

We will cover..

• Past President Rotary Club of Freshwater Bay, West Australia

• Past Assistant Governor & Past District Membership Chair (9455)

• RICON14 Organizing Committee & Promotions Committee Member

• RYLA & Rotaract Alumna• ROSNF Founder / Charter

Chair & former ROSNF Training Chair

• 14 years professional experience in web / online communities industries

Simone Collins

• Secretary, PR & Membership Rotary Club of Randwick, NSW Australia

• Rotary Youth Exchange Alumna (Argentina 1994)

• ROSNF LinkedIN Director (previously Twitter Director)

• External Engagement Manager for UTS Business School (University of Technology Sydney)

Kate McKenzie

• ROSNF Fellowship Chair & Facebook Director 2013-14

• Communications & Social Media Chair District 9465

• President E-WA Rotary• Membership

Coordinator, Remida WA

• Community Developer

Kero O'Shea

• Source new members• Keep in touch with alumni

and past members• Keep existing members

better informed & engaged• Improve communication &

efficiency of committees and working groups

What do you want to achieve?

• Increase funds raised• Source participants for

programs / camps etc• Increase attendance at

events• Source project partners• Share ideas / knowledge

BUILD RELATIONSHIPS

What do you want to achieve?

Defining our Audiences

Rotarians

Youth Program Alumni

Corporations

Professional Groups

Business Owners

Local Community

Government

Other NGOs

Students

Develop a stakeholder plan

• Who is important to your club, why and what can you do for each other?

• Ultimate aim of plan: develop strong relationships.

Engaging Stakeholders

• Social media content should be 80% about your stakeholders and 20% about you.

• Your members are your most important stakeholders.

• Make your stakeholders feel special ('coz they are!) by celebrating their successes and milestones.

Engaging Stakeholders

Who are your potential stakeholders?

• Members – most important• Family of members• Beneficiaries of club support• Friends of club• Other clubs• District officers• Local government

Identifying your Stakeholders

• District 9465 – clubs are key stakeholders

• Promote club social media presences • Create a network• Share details of important club events• Share major awards/recognition (e.g.

PHF)• Celebrate club birthdays • Take any opportunity to celebrate

club successes

Engaging Stakeholders – District page

• Canning Bridge Arts Market focuses on stallholders as key stakeholders.

• Promote your stallholders own social media presences.

• Make the stalls look good on social media and focus on human element of markets.

• Share your stallholder successes from other markets they're involved in.

Engaging Stakeholders – Rotary Markets page

• Profiles vs Pages – not the same thing!

• Groups• Events• Apps• Private messages

Facebook

• More than just status updates!• Use tags (@) & hashtags (#) to link

content• Make extensive use of photos• Check in to places (such as Rotary

meetings)

Facebook Profile

• Enter life events• Fine grain control of

what you share with different people

• Showcase what Rotary means to YOU, how it is a meaningful part of your life

Facebook Profile

• Post “officially” rather than as an individual

• Multiple admins – do they know what to post?

• Use a rich mix of content that will engage your audience – showcase the people and what they are doing

Facebook Page

• Build an audience by liking other pages and interacting with them

• Fill out the “About” fields• Make use of Milestones• Schedule posts• Use events & apps• Add like boxes to your web page

Facebook Page

• Great for internal work: committees, working groups etc.

• Determine appropriate level of visibility

(Open / Closed / Secret)

Facebook Groups

• Store documents• Control notifications• Allow multiple admins• Conduct polls• Create group events (meetings,

deadlines)

Facebook Groups

• Do you have a Twitter Account?

• If not, why not? (Misconceptions about Twitter)

• Communities on Twitter and how they interact

• #Hashtags and how they link conversations

Twitter

• Find, follow and interact with key organisations and individuals in your community

• Ask questions• Share ideas, events, projects,

newsletters, ideas that inspire you with link to detail

Twitter: Engaging with your Audience

• Follow key Rotary handles and re-tweet their content @rotary @endpolionow @johnhewko @sydneycon2014 @rotarydownunder @rosnf

• Support other organisations and individuals doing great things

Twitter: Finding and Sharing Great Content

• Make sure that your profile is complete and clearly identifies you as a Rotarian

• Add the volunteer experiences and causes section

LinkedIN: Building Trust

• Use keyword searches to seek out and connect with like-minded individuals (Rotary youth alumni, local businesses, project partners, guest speakers)

• Never-ever use the default connection message

LinkedIN: Creating a Connected Network

• Share a mix of professional and Rotary content

• Don’t reveal all. Curiosity=clicks• Consider linking your accounts so

that LinkedIn flows through to Twitter then Facebook. (Don’t do this in reverse)

LinkedIN: Individual Sharing

• Join groups related to your profession as well as networking groups

• Frame any Rotary content you share so that it has relevance for the group

• Questions drive engagement• Even in a closed group, be mindful of

your personal and professional reputation.

LinkedIN: Groups

• Instagram is a photo sharing app– use the filters to add buzz to your pics and connect with the youthful Rotary/Rotaract Instagram community.

• Share some of your Instagram content to Facebook

• Use #hashtags in Instagram

Complementary social networks

• Pinterest is a graphic-rich social network that uses themed boards to tell stories very powerfully.

• Worth considering as an extension to your club web presence.

Complementary social networks

• Buy your club 2 or 3 small cameras (or more) and share them round so you get LOTS of pics from different angles.

• Use captions and descriptions on your pictures. These are vital.

• Tag people in pics if possible.

Image Wars

• Have smiling lessons. Dour frowning pics are bad. (we need lots of smiling Rotarian pics!)

• Do NOT take pics of ‘executions’ (people standing in line, usually frowning).

Image Wars

• Create a club media pool and share content across all club channels.

• Develop partnering agreements with other clubs

• Give each other content creator rights to your club Facebook pages.

Build Your Network(s)

• Involve everyone in the preparation of your social media content. Almost anyone can write a paragraph.

• Share your social media content in more traditional channels such as your club bulletin.

Build Your Network(s)

• Does your club understand the benefits of live updates from your club meetings and events?

• Does your club fine you if you use social media during your meetings?

• How will you change this?

Club Challenge

• Take a photo of our group and share it using #ricon14

• Find an article on www.rotary.org and share it with a framing sentence

• Say hi and share something relevant with another organisation/person

Personal Challenges