1.
2014 ROTARY INTERNATIONAL CONVENTION
Telling your Rotary story
effectively with Social Media
Moderator: Simone Collins
Panelist: Kero O'Shea
Panelist: Kate McKenzie

2.
What do you want to achieve?
• Defining outcomes
• Defining your audience(s)
• Engaging stakeholders
We will cover..

3.
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..

4.
• 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

5.
• 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

6.
• 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

7.
• 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?

8.
• 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?

9.
Defining our Audiences
Rotarians
Youth
Program
Alumni
Corporations
Professional
Groups
Business
Owners
Local
Community
Government
Other NGOs
Students

10.
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

11.
• 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

12.
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

13.
• 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

14.
• 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

15.
• Profiles vs Pages – not the same thing!
• Groups
• Events
• Apps
• Private messages
Facebook

16.
• 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

17.
• 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

18.
• 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

19.
• 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

20.
• Great for internal work:
committees, working
groups etc.
• Determine appropriate
level of visibility
(Open / Closed / Secret)
Facebook Groups

21.
• Store documents
• Control notifications
• Allow multiple admins
• Conduct polls
• Create group events (meetings, deadlines)
Facebook Groups

22.
• 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

23.
• 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

24.
• 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

25.
• Make sure that your
profile is complete
and clearly
identifies you as a
Rotarian
• Add the volunteer
experiences and
causes section
LinkedIN: Building Trust

26.
• 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

27.
• 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

28.
• 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

29.
• 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

30.
• 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

31.
• 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

32.
• 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

33.
• 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)

34.
• 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)

35.
• 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

36.
• 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