Sharing your club message through social media (Steve Hayter)

2014 ROTARY INTERNATIONAL CONVENTION

Telling your Rotary story effectively with Social Media

What do you want to achieve? • Defining outcomes

• Defining your audience(s)

• Engaging stakeholders

We will cover..

Primary platforms:- Facebook (profiles/pages/ groups)- Instagram

Tips and challenges to take back to your club

We will cover..

• 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?

• 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?

Defining our Audiences

Rotarians

Youth Program Alumni

Corporations

Professional Groups

Business Owners

Local Community

Government

Other NGOs

Students

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

• 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

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

• District 9520 – 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

• Magill Sunrise Markets 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

• Profiles vs Pages – not the same thing!

• Groups• Private messages – be contacted• Events• Apps

Facebook

• 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

• 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

• 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

• 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

• Great for internal work: committees, working groups etc.

• Determine appropriate level of visibility

(Open / Closed / Secret)

Facebook Groups

• Store documents• Control notifications• Allow multiple admins• Conduct polls• Create group events (meetings,

deadlines)

Facebook Groups

• 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

• A public filing system online

• Anybody can add/view

• Reach out and connect with organisations and people with similar interests

• Examples: #riverland #rotaryinternational

What on earth is a hashtag!?

A search of the

hashtag #riverlan

d

Reaching out via hashtags

Reaching out via hashtags cont.

Reaching out via hashtags cont.

• 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.

• Be the Director of your image.

Image hints and tips

Image hints and tips

Image hints and tips

• Have smiling lessons. (we need lots of smiling Rotarian pics!)

• Do NOT take pics of ‘executions’ (people standing in line, usually frowning).

Image hints and tips

• 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)

• 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)

• Take a photo of our group and share it using either #renmarkrotary #loxtonrotary #barmararotary

• 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

Become Curious With Social MediaBenefits of Social Media• Promote your

clubs projects and events

• Find out what’s happening in your community

• Form relationships and strengthen ties

• Gain ideas for community projects

Be The Change You Wish To See