Social Media To Communicate
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Presentation to Rotaract Club of Wellington, April 2011
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Social Media To Communicate
- 1. Social media to communicate within and outside Rotary April 2011
- 2. Public recognition Public awareness of activities Communication opportunities Rotary in NZ
- 3. What is social media? How can we raise awareness? Where do we start? How do we ensure security and privacy? What resources do we need? We’re asking ...
- 4. Opportunities for Rotary... Increase audience Integrate communications Collaborate and educate Raise awareness Reduce email Co-create content
- 5. What do you want to do? Projects Membership Fundraising Networking Development
- 10. Fundraise ...
- 11. Meet online ...
- 12. Educate online
- 13. How can you help? Create resource pool Show clubs how to use social media Help to initiate network Other ideas?
- 14. Next steps District’s social media plan Identify and trial tools Educate and inform
- 15. Contact ... Laura Sommer PR Committee Rotary District 9940 e: Laura.sommer@xtra.co.nz http://nz.linkedin.com/in/laurasommer
Editor's Notes
- Introduce you to social media and its potential use for Rotary communications:What it isSome examples its potential use in this Rotary DistrictPoints to consider before using social mediaKEY MESSAGEOnline technologies are best used to supplement, not replace traditional forms of public participation. It is too easy to be captured by the latest technology or online platform without realising what is required to operate in that space.Need to: raise awareness (not build it and they will come)increase internal and audience capability to develop knowledgeintegrate the online and ‘offline’ environments (e.g. feedback loops)Achieve commitment andEstablish trust for all participants and organisations involved. Sources: Guide to Online Participation, http://participation.e.govt.nz
- Survey: Rotary name well known in NZ, activities less so (John Bishop, PR District Chair)a reasonably high level of awareness particularly about working for communities and with young people. There are almost no negatives in the public perception of Rotary. The public may not know a great deal, but what they know, they think they like. There is a reasonably high level of awareness particularly about working for communities and with young people. There are almost no negatives in the public perception of Rotary. The public may not know a great deal, but what they know, they think they like. Survey of over 1000 Nzers Nov 2010, Feb 2011.Communication opportunities: Email clogging up Paper bulletins- increase awareness and knowledge cross the district- broader advertising about events (egbookfairs)- connect with community
- Common questions that are asked.Capture by a particular tool.Not realising that resources need to be applied plus key messages & content.Remember Rotary’s reputation.Realise that not everyone will interact online. 1% rule 90% contribution; 10-20% occasionally contribute; rest watch and contribute if easy and trusted.Engage – welcome new members, encourage/comment/discuss/new ideas; involve in designing and refining online space at each stage.Build the community and sent of trust. Reliable/feedback provided/treat with respectRespect people’s privacy. Ways you handle personal information. Moderation. Some basic rules of behaviour for anyone who wants to interact on your social media channel.
- Some opportunities for Rotary that can be assisted with social media:Leverage social networking to include a much larger audience for our fundraisingIntegrate with other channels for communication across local, district and international arenasCollaborate on projects, share knowledge (eg Participation Wiki)Raise awareness about what Rotary is doingReduce the email burden by the many-to-many relationship (eg blog and subsequent conversation)Co—create content (Guide to Online Participation – can use to develop content on guidance)
- First consider what you want to do?It may be one of these – a project, to increase membership, etcWhat is your message?Who is your audience?What are your goals?What return do you need?What is your strategy (including content)?What is the performance?Who is contributing?What content do you have?What is your response procedure? (prompt feedback is essential)Then look at the social media toolkit that is available to assist you.
- Some examples where social media is being used by Rotary and local community
- DG Howard Tong introduced this blog as a way to increase effective communication across the District; share the journey that he is undertaking as District governor for 9940.
- Rotary Club of Tawa using Facebook to post its bulletin and invite interaction with content
- An example of fundraising – note the need to demonstrate that it is an authentic site; the key messages.
- District 9940 - set up a causes site to support a fundraising venture e.g. Facebook has a causes facility. Used it for Haiti earthquake : facebook and text donationsCAUTION: MUST ENSURE IT CONVEYS IT IS AUTHENTIC. TRUST IS ESSENTIAL. FEEDBACKDevelopment site set up for Free Ambulance. Very new, need messages for what you do when you get there, support/help/moderation
- Its possible to run a virtual meeting for a project across geographic boundaries.Rotary ClubsSkype has introduced video conferencing for multi-parties in May 2010.Alternative is Second Life – set up online environment; tertiary institutions/research use these spaces for collaborative research (eg between Massey University and Columbia University; another example is using Second Life to take people through online recruitment experiences
- Distance learning : Rotary International is using webinars to help Rotarians learn.
- How can Wellington Rotaract help?Benefits for you: professional development access wide networksbuild reputationraise awareness of Rotaract as an active club (ref Tech Angel mentor programme and Tech Exec reputation)What’s the Cost?:Your time and expertisetravel assistance could be sought through District 9940 if participants were asked to go to clubs to show Rotarians how to use social media.
- The next steps for the social networking programme in District 9940 involve:
- Exploring opportunities to use Slide share and the District website to capture the how-tos (your experiences included). May even establish my own blog!!What do you think?What do you need from us on the District PR Committee to help implement social networking as a communications channel in your club?