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.

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