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Telling Your Rotary Story Effectively With Social Media


Published on

Learn how to build and engage with your audiences on
social media to lead them to take meaningful action. With
a focus on Facebook, Twitter, and LinkedIn, we’ll discuss
best practices for using the different tools available
to foster communication internally and externally,
showcase what real differences Rotary makes in people’s
lives, keep in touch and build relationships with alumni
and media, crowdsource funding, and more.

Published in: Social Media, Technology, Business
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Telling Your Rotary Story Effectively With Social Media

  1. 1. 2014 ROTARY INTERNATIONAL CONVENTION Telling your Rotary story effectively with Social Media Moderator: Simone Collins Panelist: Kero O'Shea Panelist: Kate McKenzie
  2. 2. What do you want to achieve? • Defining outcomes • Defining your audience(s) • Engaging stakeholders We will cover..
  3. 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. 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. 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. 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. 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. 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. 9. Defining our Audiences Rotarians Youth Program Alumni Corporations Professional Groups Business Owners Local Community Government Other NGOs Students
  10. 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. 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. 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. 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. 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. 15. • Profiles vs Pages – not the same thing! • Groups • Events • Apps • Private messages Facebook
  16. 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. 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. 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. 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. 20. • Great for internal work: committees, working groups etc. • Determine appropriate level of visibility (Open / Closed / Secret) Facebook Groups
  21. 21. • Store documents • Control notifications • Allow multiple admins • Conduct polls • Create group events (meetings, deadlines) Facebook Groups
  22. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 36. • Take a photo of our group and share it using #ricon14 • Find an article on and share it with a framing sentence • Say hi and share something relevant with another organisation/person Personal Challenges