RI Convention, Bangkok, Thailand    Using Social Media to    Strengthen Your Club                7 May 2012            @ro...
Moderator Antoinette Tuscano   Works at RI, six years   20 years in communication   More than 13 years in online    com...
John Borst   Retired director of education, 1996   Took blog “Tomorrow’s Trust” to top 1% of all    blogs, 2006--2010. ...
Simone Carot Collins   Rotary Club of Freshwater Bay    District 9455, Australia   Founder of the Rotarians on Social Ne...
Melissa Ward•   District Governor-elect of District    7190, located in NY, USA•   Melissa is a thought leader in    socia...
Using Social Media to Strengthen             Your ClubSocial media is a fancy way todescribe the billions ofconversations ...
Using Social Media to Strengthen           Your Club
Using Social Media to Strengthen               Your ClubThere are millions of reasons to be on socialnetworks. There are8...
Using Social Media to Strengthen               Your ClubThrough social networks you canListen to what’s going on in your ...
Using Social Media to Strengthen Your                Club
Using Social Media to Strengthen                    Your Club      Add value   Comment on blogs or news stories   Intera...
Using Social Media to Strengthen             Your ClubRotary’s social media goals1) Strengthen the Rotary brandShowing Rot...
Using Social Media to Strengthen                Your ClubRotary’s social media goals2) ConnectThis helps   Listen to what...
Using Social Media to Strengthen               Your ClubRotary’s social media goals3) Collaborate and co-createThis can h...
Using Social Media to Strengthen                Your ClubRI on social mediaThe three main sites are   Facebook   Twitter...
Using Social Media to Strengthen             Your ClubRotary’s newest tool for collaborationis Rotary Showcase.It will all...
Using Social Media to Strengthen                      Your Clubhttp://map.rotary.org/en/project/pages/project_showcase.aspx
Using Social Media to Strengthen             Your ClubRotary Showcase has Facebook updates to showthat you have an active ...
Using Social Media to Strengthen             Your ClubRotary Voices: http://blog.rotary.org/
Using Social Media to Strengthen             Your ClubPurpose for Rotary VoicesTo help people understand and relate toRota...
Using Social Media to Strengthen             Your Clubwww.facebook.com/rotary -- 173,000 likes
Using Social Media to Strengthen                 Your ClubTwitter.com/rotary136,000 followers
Using Social Media to Strengthen                  Your ClubJoin theconventionconversationusinghashtag#ricon12
Using Social Media to Strengthen            Your ClubLinkedIn – 27,000 members
Using Social Media to Strengthen              Your ClubOur global reach -- During the week of World Polio Day, 24October 2...
Using Social Media to Strengthen                    Your ClubBefore you start, ask   Why do you need a presence on social...
Using Social Media to Strengthen               Your Club   Look at what other clubs/districts are    doing   Update your...
Using Social Media to Strengthen               Your ClubWebinarsTry free webinars about social media atwww.rotary.org/web...
Using Social Media to Strengthen            Your ClubGlobal Outlook’s social media guide
Panelist John Borst
Using Social Media to Strengthen               Your ClubSocial media is open, inclusive,listening, givingBlogs – the gran...
Using Social Media to Strengthen               Your ClubBlogsNow a mainstream content source along withnewsletters/papers ...
Using Social Media to Strengthen Your                      ClubWhy you should join LinkedIn!      Advance your career    ...
Using Social Media to Strengthen                Your ClubPinterest   Think of it as content curation using picturesCreat...
Using Social Media to Strengthen                Your ClubFor social media, remember   You are a publisher, not a marketer...
Panelist Simone Carot Collins
Using Social Media to Strengthen                 Your Club  FacebookYOU are the best PR for your club     Tell your own R...
Using Social Media to Strengthen            Your ClubFacebook page (not profile) forofficial club presence  Select a cove...
Using Social Media to Strengthen             Your ClubSlideShareUpload your bulletin and presentations toSlideShare   Can...
Using Social Media to Strengthen              Your ClubTwitterTwitter is great for real-time news    You can link your Tw...
Panelist Melissa Ward
Using Social Media to Strengthen            Your ClubHow to create a Facebook page
Using Social Media to Strengthen            Your ClubClub pages
Using Social Media to Strengthen                  Your ClubCreating a circle Like other club & district pages Repost info ...
Using Social Media to Strengthen                    Your ClubMobile   Phones and tablets have apps    that work with most...
YouTubeFavorite videos       Connected to RI channel
Using Social Media to Strengthen                Your ClubFlickr for photo sharingShare your convention photosathttp://www....
Using Social Media to Strengthen             Your ClubUse RI’s free photos on rotary.org
Social media resources   Convention presentations --    http://www.slideshare.net/Rotary_International   Rotarians on So...
Social media resources   Convention presentations --    http://www.slideshare.net/Rotary_International/   Facebook Cause...
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Using Social Media to Strengthen Your Club, RI Convention workshop, Bangkok, Thailand, 6-9 May 2012

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Using Social Media to Strengthen Your Club, RI Convention workshop, Bangkok, Thailand, 6-9 May

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  • 36 years in education, blog niche Catholic education, data supplied by Technorati CiB –Dryden town of 8000, only CiB Canada, & CiB Ontario had more visits. Data by Google
  • Simply put, social media is a conversation, allowing people to connect online -- to create, share, and comment on content such as: News Photos Video It can be used for compelling reasons – such as support for causes, disaster relief, as well as enhancing a club’s public image and help it attract members. A very powerful communication tool that breaks down the walls between people around the world. It’s all about your Rotary story.
  • Social media is a communication tool that lets you add your voice to the conversation.
  • You can add value to the conversation by participating and telling the Rotary story. That attracts people to want to know more and be a part of Rotary.
  • Rotary Voices is a blog Project Showcase is a new tool for Rotarians
  • The challenge: we’ve never collected this before; our estimates are largely based on anecdotal information. Casting our net wide. This application marks the first step in the new model encouraging Rotarian-generated content: Any member of the Rotary family can login and add a service project The interface will be in the 9 Rotary languages Rotarians can post their projects in any language; they are not limited to the 9 “official” languages. Any visitor can “like” or “share” a project on their Facebook wall. All of the data lives @ www.rotary.org Really touches on 2 tenets of the strategic plan: Enhance Public Image and Awareness and Focus and increase humanitarian service
  • Rotary Showcase allows any authenticated member of the Rotary family to post information about a service project with pictures, video and participating clubs. While Rotary Showcase will reside on rotary.org, users will also have the option to update their Facebook status with their Rotary Showcase projects. This is the landing page on Rotary.org This page has: Featured projects: Staff will review and select completed projects to feature at the top of the page – but any member of the Rotary family can post any project; RI approval is not required. Project Showcase also has Projects can be filtered by category (the 6 areas of focus, polio, new generations, vocational service or other), country, foundation, status (open/closed) The Impact Tracker will eventually be dynamic, calculating the aggregate impact of money raised, number of volunteers and volunteer hours and the estimated value of in-kind donations
  • If the user has a Facebook account and gives permission, then project updates will be posted to Facebook status: When project is first posted When any updates are made, e.g. add photos or video, member joins a project, impact data is added
  • Platform: WordPress Submissions from Rotarians are welcomed and encouraged. Share your story! Email blog@rotary.org for more information or to send a submission. Contributor guidelines are at http://rotaryinternationalblog.files.wordpress.com/2012/01/contributorguidelines_final.pdf
  • With over 173,000 Fans on Facebook, Rotary is sharing its story to new audiences. Many posts drive traffic directly to rotary.org
  • Definition of hashtag: The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet. It was created by Twitter users as a way to categorize messages. Hashtags: Categorizing Tweets by Keyword People use the hashtag symbol # before relevant keywords (no spaces) in their Tweet to categorize those Tweets and help them show more easily in Twitter Search.  Clicking on a hashtagged word in any message shows you all other Tweets in that category. Hashtags can occur anywhere in the Tweet – at the beginning, middle, or end. Hashtagged words that become very popular are often Trending Topics.
  • Together, with clubs, districts, individual Rotarians, and family of Rotary – our voice is loud.
  • Panelists will now talk about some of the ways they use social media to strengthen Rotary and their club.
  • The last social media webinars were in October and November
  • A guide featured in The Rotarian magazine and regional magazine about two years ago. www.rotary.org/RIdocuments/en_pdf/global_outlook_1011_en.pdf Panelists will now talk about some of the ways they use social media to strengthen Rotary and their club.
  • 36 years in education, blog niche Catholic education, data supplied by Technorati CiB –Dryden town of 8000, only CiB Canada, & CiB Ontario had more visits. Data by Google
  • For John Borst
  • For John Borst Start bottom up: Sources WordPress can be free or can pay for theme and/or hosting. WordPress is the CMS product of choice – more choices. Key reason SM is because permits comments – replies; newspapers copied. Discuss each type of content –show examples (a) Rotary Voices, (b) 5550opinions –Websites article; ( c ) Commonweal – Many DG’s have blogs as info stories; fewer op eds; have not found discussion initiators… Question of local community – be a community blog and integrate Rotary with it. Include pictures – do not go overboard. Use/insert pullquotes
  • For John Borst Rotary made up of business & service professionals – this is the place for Rotarians to be. So join both your profession groups & Rotary groups. You can start and moderate a group. This is only SM where worth while to do B2B marketing- plug that Rotary should advertise. Other sites are B2C. Note: More info about e-clubs at http://www.rotary.org/en/Members/RunningADistrict/membershipanddevelopment/Pages/eclubs.aspx
  • For John Borst 1st quarter of 2012 Pinterest took off; explain CU/aggregation; SHOW EXAMPLES On Net , do quick pin . Emphasize need for pictures …on all social media FB especially & now Pinterest…Thumbnails as in ClubRunner not good enough. Must put larger picture into story. If Chrome doesn’t Pin picture try Firefox./IE
  • For John Borst – his last slide and then it switches to Simone [publisher] Let you content do the marketing- indirect ; [content] e-newsletters, websites, & blogs are the base content of SM, pictures are content; context as NB as content[Gen C] means Generation “Connect” – inclusive of all ages, genders; [Language] Social media is a business world all its own with its own language CU Content Curation, UX User experience, SMB small business; also metaphor for learning– follow SM at Zite, join or monitor SM groups at Linkedin etc [measure] study, analyze your follow, like, visits, links, data – listen in; [marathon] very slow process – think long term – no gaps [face] involve all members, think of your club/district as a small business… don’t go crazy – think smart (engagement, low $ cost – high involvement, emotional, repeat cost,) Think mobile Rotary does with newsletters
  • For Simone
  • For Simone
  • Slide for Simone: Note – This presentation will be on RI’s SlideShare account at http://www.slideshare.net/Rotary_International/
  • Simone’s last slide.
  • Melissa’s slide
  • Melissa’s slide
  • Melissa’s slide
  • Melissa’s slide
  • From Melissa – her last slide
  • Note: Professional photos of the convention from RI are also on Flickr and can be found on rotary.org RI photo gallery page will be here: http://www.rotary.org/en/MediaAndNews/News/Pages/110503_IC12_photos.aspx   It pulls from this Set within our photostream, http://www.flickr.com/photos/rotaryinternational/sets/72157629445488682/
  • Note: Professional photos of the convention from RI are also on Flickr and can be found on rotary.org RI photo gallery page will be here: http://www.rotary.org/en/MediaAndNews/News/Pages/110503_IC12_photos.aspx   It pulls from this Set within our photostream, http://www.flickr.com/photos/rotaryinternational/sets/72157629445488682/
  • Using Social Media to Strengthen Your Club, RI Convention workshop, Bangkok, Thailand, 6-9 May 2012

    1. 1. RI Convention, Bangkok, Thailand Using Social Media to Strengthen Your Club 7 May 2012 @rotary #ricon12 www.facebook.com/rotary www.rotary.org/socialnetworking Presentation available on www.slideshare.net/Rotary_International
    2. 2. Moderator Antoinette Tuscano Works at RI, six years 20 years in communication More than 13 years in online communication Four years in social media
    3. 3. John Borst Retired director of education, 1996 Took blog “Tomorrow’s Trust” to top 1% of all blogs, 2006--2010. Took “Communities in Bloom-Dryden” blog to #3 CiB site in Canada, 2009 -- 2010 Joined Rotary Club of Dryden in December 2009 – est. ClubRunner website Jan. 2010 Communications director D5550 July 2011 – June 2014 – updated Dist. CR site Nov. 2010
    4. 4. Simone Carot Collins Rotary Club of Freshwater Bay District 9455, Australia Founder of the Rotarians on Social Networks Fellowship (ROSNF)
    5. 5. Melissa Ward• District Governor-elect of District 7190, located in NY, USA• Melissa is a thought leader in social media marketing• Owner of NewWard Development, LLC™ which focuses on social media planning and implementation and training, website development and marketing.• Favorite Rotary Moment: a baseball game during a mission in Zimbabwe
    6. 6. Using Social Media to Strengthen Your ClubSocial media is a fancy way todescribe the billions ofconversations people arehaving online 24/7.
    7. 7. Using Social Media to Strengthen Your Club
    8. 8. Using Social Media to Strengthen Your ClubThere are millions of reasons to be on socialnetworks. There are800 million Facebook users, and it’s theNo. 3 site visited by users 65 and older 150 million LinkedIn users 127 million Twitter users
    9. 9. Using Social Media to Strengthen Your ClubThrough social networks you canListen to what’s going on in your communityand with friends and family Spread awareness of Rotary Amplify messagesConnect to your community and potentialRotarians
    10. 10. Using Social Media to Strengthen Your Club
    11. 11. Using Social Media to Strengthen Your Club Add value Comment on blogs or news stories Interact on Facebook/LinkedIn Tweet projects/activities Upload images or videos
    12. 12. Using Social Media to Strengthen Your ClubRotary’s social media goals1) Strengthen the Rotary brandShowing Rotary as world-class humanitarian and socialservice organization helps membership and fundraisingfor all involved in Rotary.
    13. 13. Using Social Media to Strengthen Your ClubRotary’s social media goals2) ConnectThis helps Listen to what Rotarians are saying Connect Rotarians to resourcesConnect Rotarians to what other Rotarians are doingworldwide
    14. 14. Using Social Media to Strengthen Your ClubRotary’s social media goals3) Collaborate and co-createThis can help us develop more meaningful andengaging resourcesCreate the Rotary message to spread it around theworld.
    15. 15. Using Social Media to Strengthen Your ClubRI on social mediaThe three main sites are Facebook Twitter LinkedInWhat’s new? Rotary Voices Project Showcase
    16. 16. Using Social Media to Strengthen Your ClubRotary’s newest tool for collaborationis Rotary Showcase.It will allow us to show the globalreach of Rotary.
    17. 17. Using Social Media to Strengthen Your Clubhttp://map.rotary.org/en/project/pages/project_showcase.aspx
    18. 18. Using Social Media to Strengthen Your ClubRotary Showcase has Facebook updates to showthat you have an active club. See a demo in a kiosk in the HOF
    19. 19. Using Social Media to Strengthen Your ClubRotary Voices: http://blog.rotary.org/
    20. 20. Using Social Media to Strengthen Your ClubPurpose for Rotary VoicesTo help people understand and relate toRotary by telling compelling storiesrelated to polio eradication and the sixareas of focus.
    21. 21. Using Social Media to Strengthen Your Clubwww.facebook.com/rotary -- 173,000 likes
    22. 22. Using Social Media to Strengthen Your ClubTwitter.com/rotary136,000 followers
    23. 23. Using Social Media to Strengthen Your ClubJoin theconventionconversationusinghashtag#ricon12
    24. 24. Using Social Media to Strengthen Your ClubLinkedIn – 27,000 members
    25. 25. Using Social Media to Strengthen Your ClubOur global reach -- During the week of World Polio Day, 24October 2011, Rotary and World Polio Day were mentionedtogether 803 times.  In other words, Rotary was mentioned in nearly 25% of all World Polio Day conversations  UNICEF and Gates Foundation trailed Rotary significantly
    26. 26. Using Social Media to Strengthen Your ClubBefore you start, ask Why do you need a presence on social media?How does it fit with your communications/publicrelations plan? Who is your audience?What experience do you want your visitors tohave? What are your resources of time and abilities?
    27. 27. Using Social Media to Strengthen Your Club Look at what other clubs/districts are doing Update your page regularly Designate more than one moderator Look professional. Use spell check and the Rotary emblem correctly.
    28. 28. Using Social Media to Strengthen Your ClubWebinarsTry free webinars about social media atwww.rotary.org/webinars.Look under the archived tab for pastsocial media webinars.
    29. 29. Using Social Media to Strengthen Your ClubGlobal Outlook’s social media guide
    30. 30. Panelist John Borst
    31. 31. Using Social Media to Strengthen Your ClubSocial media is open, inclusive,listening, givingBlogs – the granddaddy of social media; 10 years –over 1 billion blogs, one of the big three contentdomains, citizen journalism LinkedIn -- largest professional network on theInternet with more than 150 million members followingover 1.9 million companiesPinterest – the newbie, now #3 after FB and Twitter.Pictures, pictures and more pictures
    32. 32. Using Social Media to Strengthen Your ClubBlogsNow a mainstream content source along withnewsletters/papers and websites.Three main types  Informative stories  Opinion pieces – editorial & op ed.  Discussion initiatorsSources – Content Management System (CMS)  WordPress  Blogger by GoogleUses – Tie to website; DG’s story blog; use as inexpensive website; use asaggregator
    33. 33. Using Social Media to Strengthen Your ClubWhy you should join LinkedIn!  Advance your career  Discuss & learn about Rotary & Rotarian’s ideas  Only social media where B2B occurs Post detail C.V./resume – include Rotary roleParticipate in Rotary discussion groups (alsosocial media-related groups)  Official Rotary International Group  Future Vision Pilot Group  Rotary Leadership Institute  ClubRunner Users Group  Rotary E-clubs
    34. 34. Using Social Media to Strengthen Your ClubPinterest Think of it as content curation using picturesCreate a series of boards on which you pinpictures Link automatically to Facebook page Creates pintweet shortened URL & tweetUse third-party apps to extend options &gather data -- Repinly, Pinstamatic , Pinaquote, Snapito
    35. 35. Using Social Media to Strengthen Your ClubFor social media, remember You are a publisher, not a marketer Content still rules (jeffbullas.com) Are you a member of Generation C Learn = study the field (CU, UX, B2C) Measure your success You are in a marathon Think mobile You are the face of Rotary
    36. 36. Panelist Simone Carot Collins
    37. 37. Using Social Media to Strengthen Your Club FacebookYOU are the best PR for your club  Tell your own Rotary story on your own profile to your extended network  Use status updates to share what you have enjoyed or something that you are looking forward to  Share photos/videos of your participation in Rotary  Consider adding a Rotary emblem to your profile or cover photo
    38. 38. Using Social Media to Strengthen Your ClubFacebook page (not profile) forofficial club presence  Select a cover photo that showcases a project or diversity of membership  Use photos and videos to convey the variety of what you offer  Pin important news and use milestones  Use events to attract additional people to your activities
    39. 39. Using Social Media to Strengthen Your ClubSlideShareUpload your bulletin and presentations toSlideShare  Can embed them in Facebook and your club website  Dont include personal contact info!  Seek permission before including photos, especially of children
    40. 40. Using Social Media to Strengthen Your ClubTwitterTwitter is great for real-time news  You can link your Twitter account to your Facebook page so that you only need to enter news in one place  Journalists watch Twitter for news  Use hashtags # to help people find a particular item of interest (eg, event)  Do check for and respond to personal messages
    41. 41. Panelist Melissa Ward
    42. 42. Using Social Media to Strengthen Your ClubHow to create a Facebook page
    43. 43. Using Social Media to Strengthen Your ClubClub pages
    44. 44. Using Social Media to Strengthen Your ClubCreating a circle Like other club & district pages Repost info from club pages
    45. 45. Using Social Media to Strengthen Your ClubMobile Phones and tablets have apps that work with most social networks Easy to stay connected Useful for monitoring profiles
    46. 46. YouTubeFavorite videos Connected to RI channel
    47. 47. Using Social Media to Strengthen Your ClubFlickr for photo sharingShare your convention photosathttp://www.flickr.com/groups/riconventi.
    48. 48. Using Social Media to Strengthen Your ClubUse RI’s free photos on rotary.org
    49. 49. Social media resources Convention presentations -- http://www.slideshare.net/Rotary_International Rotarians on Social Networks Fellowship -- http://rosnf.net RI’s official social networking sites -- www.rotary.org/socialnetworking Rotary Images – www.rotary.org/images Official Rotary graphics – www.rotary.org/graphics Social media tips for clubs -- www.rotary.org/en/MediaAndNews/News/Pages/110509_news_socialmediatips.aspx Rotary’s blog, Rotary Voices -- http://blog.rotary.org/ Project Showcase -- http://map.rotary.org/en/project/pages/project_showcase.aspx RI on Pinterest -- http://pinterest.com/rotary/ RI webinars -- www.rotary.org/webinars
    50. 50. Social media resources Convention presentations -- http://www.slideshare.net/Rotary_International/ Facebook Causes -- www.facebook.com/causes General Facebook help -- www.facebook.com/help Facebook safely tips -- www.facebook.com/fbsafety Facebook custom username -- https://www.facebook.com/username/ Rotary videos on Vimeo -- http://vimeo.com/rotary A Rotarian’s Guide to Social Media -- http://www.rotary.org/RIdocuments/en_pdf/global_outlook_1011_en.pdf Archived issues of The Rotarian on Google Books -- http://books.google.com/books/about/The_Rotarian.html?id=vzQEAAAAMBAJ RI on Google+ -- https://plus.google.com/u/0/s/Rotary %20International#103220154881031144795/posts
    51. 51. Questions?

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