What social media is & communication within Rotary and engaging our communities - Rotary Club of Petone on 24 May 2011

1. Slide 1
Social media in action
Laura Sommer
Rotary District 9940
May 2011
Introduction and brief background

2. Slide 2
Social media is the term for internet based tools used for publishing, sharing and
discussing information.
Social networking means using these tools to interact between a group of people
who share a common interest and using social contacts to network.
Some examples:
Flickr – photo sharing
•Wikinomics – wiki is like a whiteboard, create content, edit, hyperlinks
•Twitter – microblog for brief frequent updates (via web, text, email, instant
messaging)
•Linked-In – a professional network to connect trusted colleagues, share knowledge,
get jobs
•Facebook – websit eto connect with friends , colleagues, communities of interest
and share information
•YouTube – video sharing, commentary, ratings
•Second Life - free 3D virtual world where users can socialize, connect and create
using free voice and text chat
•Podcasts (Radio NZ); blogs, social bookmarking (Delicious)

3. Slide 3
 Network
 Integrate
 Collaborate
 Promote
 Create
From: Commoncraft.com
To communicate with fellow Rotarians, families, friends, local and global communities and
increase your network
Integrate communications both offline and online eg Rotary Fair bulletins, online promotion
Media: various media can be used not just written (Audio – podcasts; visual – video,
touch (touch screens in Te Papa)
Collaborate and educate - eg. Social media collaboration and education on how tos
Promote ie raise awareness
Reduce email – access by many to many relationship rather than multiple emails.
Co-create content
Interaction : co-create content (entering info on Trade Me), share knowledge, build
on other ideas, have a conversation.
Participants – tap into the silent majority. Has the potential to handle contributions
from large numbers whereas traditional methods have difficulty doing this.
Low cost – most social media and instruction is freely available. The cost is
internet connection and your time!
Note: SKYPE – reduces your household costs for calls

4. Slide 4
As a potential member or interested member of the public, what can I find out about
Petone Rotary?
Put myself in the shoes of a potential member or member of the public trying to find
out about Petone Rotary.
I checked on the internet. Here are some examples of what I found.

5. Slide 5
District Governor Howard Tong’s blog entry

6. Slide 6
Wikipedia : 2006 entry about the Petone Fair

7. Slide 7
Old friends Trademe Site. No reunions scheduled for this institution. 2 members so
far.

8. Slide 8
Petone Rotary fair
Note: Hutt News yet familiar branding – e.g. Rotary wheel? Where do I find out
about Petone Rotary?
Like the photo that shows people participating at the fair.

9. Slide 9
Show you some examples of social media in use.

10. Slide 10
DG Howard Tong has introduced this blog as a way to increase effective
communication across the District;
He has shared his journey that he is undertaking as District governor for 9940.
Great way to keep Rotarians informed, build our knowledge about what’s happening
in the District; inspire ideas and action.
Also linked us to many other useful Rotary sources of information.

11. Slide 11
Rotary Club of Tawa : we use the Facebook page as our interactive space – for
weekly bulletin, comments, photos of events. Branding was important to make it
clear that it belongs to Tawa Rotary

12. Slide 12
An example of fundraising through using social media – note the need to
demonstrate that it is an authentic site; the key messages.

13. Slide 13
For the Coronation Street fans – its on facebook!
See over 1 million people like this.

14. Slide 14
Distance learning : Rotary International is using webinars to help Rotarians learn.
Seminar on the web. Sign in, can view the content, hear what’s being said, post
comments/feedback. Capture an archive of entries.

15. Slide 15
Twitter – microblog of limited text (like a text message) – yet it is a text that’s public.

16. Slide 16
Local initiative in response to the Christchurch earthquake disaster:
Students in cooperation with Google set up site in 3 hours.
To address immediate need for on-the-ground, real-time information that emergency
services and media couldn’t provide at the time.
Fairfax media actually referred to this site for up-to-date information.

17. Slide 17
Source: http://www.doseofdigital.com/2010/03/9-simple-steps-started-
social-media/
My Facebook is to keep in touch with family, friends, my chorus (more a personal
space)
Linked in is my professional space – that I’m also starting to set up for Rotary.
Profile that outlines my work experience, share slide presentations
Twitter – links to interesting articles.
I know that it’s possible to post an email that is then distributed to the other social
media sites if I wish.
Note:
Potential 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 respect
Respect 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.

18. Slide 18
 Membership
 Projects
 Fundraising
 Networking
 Development
As a Club, before you embark on using social media, first consider what you want to
do?
Is it to increase membership? Think about what you have on offer, not the flashy use
of social media. People join causes ahead of clubs.
It may be one of these – a project, to increase membership, etc
•What 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)

19. Slide 19
 get started
 access workshops
 use resources
Contact:
Laura Sommer
PR Committee
Rotary District 9940
E: Laura.sommer@xtra.co.nz
W: http://nz.linkedin.com/in/laurasommer
Encourage you to have a go –
get started,
use people around you to show how to set yourself up on a social media site like
Facebook
Note that workshops will be offered across District to guide members and clubs on
using social media communications and tools.
You’re most welcome to get in touch with me.