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Based on a similar presentation at the Rotary International Convention in Sydney, 2014, Steve has
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2014 ROTARY INTERNATIONAL CONVENTION
Telling your Rotary story effectively with Social Media
What do you want to achieve? • Defining outcomes
• Defining your audience(s)
• Engaging stakeholders
We will cover..
Primary platforms:- Facebook (profiles/pages/ groups)- Instagram
Tips and challenges to take back to your club
We will cover..
• 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 9520 – 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
• Magill Sunrise Markets 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• Private messages – be contacted• Events• Apps
• 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
• 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
• A public filing system online
• Anybody can add/view
• Reach out and connect with organisations and people with similar interests
• Examples: #riverland #rotaryinternational
What on earth is a hashtag!?
A search of the
hashtag #riverlan
d
Reaching out via hashtags
Reaching out via hashtags cont.
Reaching out via hashtags cont.
• 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.
• Be the Director of your image.
Image hints and tips
Image hints and tips
Image hints and tips
• Have smiling lessons. (we need lots of smiling Rotarian pics!)
• Do NOT take pics of ‘executions’ (people standing in line, usually frowning).
Image hints and tips
• 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)
• Take a photo of our group and share it using either #renmarkrotary #loxtonrotary #barmararotary
• 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
Become Curious With Social MediaBenefits of Social Media• Promote your
clubs projects and events
• Find out what’s happening in your community
• Form relationships and strengthen ties
• Gain ideas for community projects
Be The Change You Wish To See