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

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. 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. 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. Simone Carot Collins
 Rotary Club of Freshwater Bay
District 9455, Australia
 Founder of the Rotarians on Social Networks
Fellowship (ROSNF)

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. Using Social Media to Strengthen
Your Club
Social media is a fancy way to
describe the billions of
conversations people are
having online 24/7.

7. Using Social Media to Strengthen
Your Club

8. Using Social Media to Strengthen
Your Club
There are millions of reasons to be on social
networks. There are
800 million Facebook users, and it’s the
No. 3 site visited by users 65 and older
 150 million LinkedIn users
 127 million Twitter users

9. Using Social Media to Strengthen
Your Club
Through social networks you can
Listen to what’s going on in your community
and with friends and family
 Spread awareness of Rotary
 Amplify messages
Connect to your community and potential
Rotarians

10. Using Social Media to Strengthen Your
Club

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. Using Social Media to Strengthen
Your Club
Rotary’s social media goals
1) Strengthen the Rotary brand
Showing Rotary as world-class humanitarian and social
service organization helps membership and fundraising
for all involved in Rotary.

13. Using Social Media to Strengthen
Your Club
Rotary’s social media goals
2) Connect
This helps
 Listen to what Rotarians are saying
 Connect Rotarians to resources
Connect Rotarians to what other Rotarians are doing
worldwide

14. Using Social Media to Strengthen
Your Club
Rotary’s social media goals
3) Collaborate and co-create
This can help us develop more meaningful and
engaging resources
Create the Rotary message to spread it around the
world.

15. Using Social Media to Strengthen
Your Club
RI on social media
The three main sites are
 Facebook
 Twitter
 LinkedIn
What’s new?
 Rotary Voices
 Project Showcase

16. Using Social Media to Strengthen
Your Club
Rotary’s newest tool for collaboration
is Rotary Showcase.
It will allow us to show the global
reach of Rotary.

17. Using Social Media to Strengthen
Your Club
http://map.rotary.org/en/project/pages/project_showcase.aspx

18. Using Social Media to Strengthen
Your Club
Rotary Showcase has Facebook updates to show
that you have an active club.
See a demo in a kiosk in the HOF

19. Using Social Media to Strengthen
Your Club
Rotary Voices: http://blog.rotary.org/

20. Using Social Media to Strengthen
Your Club
Purpose for Rotary Voices
To help people understand and relate to
Rotary by telling compelling stories
related to polio eradication and the six
areas of focus.

21. Using Social Media to Strengthen
Your Club
www.facebook.com/rotary -- 173,000 likes

22. Using Social Media to Strengthen
Your Club
Twitter.com/rotary
136,000 followers

23. Using Social Media to Strengthen
Your Club
Join the
convention
conversation
using
hashtag
#ricon12

24. Using Social Media to Strengthen
Your Club
LinkedIn – 27,000 members

25. Using Social Media to Strengthen
Your Club
Our global reach -- During the week of World Polio Day, 24
October 2011, Rotary and World Polio Day were mentioned
together 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. Using Social Media to Strengthen
Your Club
Before you start, ask
 Why do you need a presence on social media?
How does it fit with your communications/public
relations plan?
 Who is your audience?
What experience do you want your visitors to
have?
 What are your resources of time and abilities?

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. Using Social Media to Strengthen
Your Club
Webinars
Try free webinars about social media at
www.rotary.org/webinars.
Look under the archived tab for past
social media webinars.

29. Using Social Media to Strengthen
Your Club
Global Outlook’s social media guide

30. Panelist John Borst

31. Using Social Media to Strengthen
Your Club
Social media is open, inclusive,
listening, giving
Blogs – the granddaddy of social media; 10 years –
over 1 billion blogs, one of the big three content
domains, citizen journalism
 LinkedIn -- largest professional network on the
Internet with more than 150 million members following
over 1.9 million companies
Pinterest – the newbie, now #3 after FB and Twitter.
Pictures, pictures and more pictures

32. Using Social Media to Strengthen
Your Club
Blogs
Now a mainstream content source along with
newsletters/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 as
aggregator

33. Using Social Media to Strengthen Your
Club
Why 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 (also
social media-related groups)
 Official Rotary International Group
 Future Vision Pilot Group
 Rotary Leadership Institute
 ClubRunner Users Group
 Rotary E-clubs

34. Using Social Media to Strengthen
Your Club
Pinterest
 Think of it as content curation using pictures
Create a series of boards on which you pin
pictures
 Link automatically to Facebook page
 Creates pintweet shortened URL & tweet
Use third-party apps to extend options &
gather data -- Repinly, Pinstamatic , Pinaquote, Snapito

35. Using Social Media to Strengthen
Your Club
For 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. Panelist Simone Carot Collins

37. Using Social Media to Strengthen
Your Club
Facebook
YOU 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. Using Social Media to Strengthen
Your Club
Facebook page (not profile) for
official 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. Using Social Media to Strengthen
Your Club
SlideShare
Upload your bulletin and presentations to
SlideShare
 Can embed them in Facebook and your
club website
 Don't include personal contact info!
 Seek permission before including photos,
especially of children

40. Using Social Media to Strengthen
Your Club
Twitter
Twitter 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. Panelist Melissa Ward

42. Using Social Media to Strengthen
Your Club
How to create a Facebook page

43. Using Social Media to Strengthen
Your Club
Club pages

44. Using Social Media to Strengthen
Your Club
Creating a circle
Like other club &
district pages
Repost info from
club pages

45. Using Social Media to Strengthen
Your Club
Mobile
 Phones and tablets have apps
that work with most social
networks
 Easy to stay connected
 Useful for monitoring profiles

46. YouTube
Favorite videos
Connected to RI channel

47. Using Social Media to Strengthen
Your Club
Flickr for photo sharing
Share your convention photos
at
http://www.flickr.com/groups/riconventi
.

48. Using Social Media to Strengthen
Your Club
Use RI’s free photos on rotary.org

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. 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. Questions?