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The presentation material from the social media breakout on Wednesday 5 June 2014. Panelists were Simone Collins (Moderator), Kero O'Shea and Kate McKenzie.
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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
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
• 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
• 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