Five Things Every Rotary Club Facebook Page Should Have
Post on 15-Feb-2016
DESCRIPTIONFive Things Every Rotary Club Facebook Page Should Have. Antoinette Tuscano, Communications senior supervisor at Rotary. 20 years communications experience 6 years social media experience Manages facebook.com/rotary , @rotary, LinkedIN. The Facebook Five. - PowerPoint PPT Presentation
Donor Database Functional Overview
Five Things Every Rotary Club Facebook Page Should Have
2014 ROTARY INTERNATIONAL CONVENTION
20 years communications experience6 years social media experienceManages facebook.com/rotary, @rotary, LinkedINAntoinette Tuscano, Communications senior supervisor at RotaryDetermine your audience and create a strategy
Use images that make your club look great
Make your About and other Facebook tabs work for you
Post content that is relevant to your audience
Get club buy-in
The Facebook FiveAudience#ricon14Who would you like to read your social media posts? And why?Who is best reached by Facebook?
Club members that you see every week and you have email addresses and phone numbers for?
Or an external audience looking to learn more and might want to join or donate to your club?AudienceWhat Rotary does can provide the content Facebook audiences look for
Its the dominant social network. It turned 10 in 2014.
used by 57% of all American adults. The numbers are higher in other countries, especially in urban areas
Half of internet users who do not use Facebook themselves live with someone who does.Many non-Facebook users still have some familiarity with the site through family members. Among internet users who do not use Facebook themselves, 52% say that someone else in their household has a Facebook account. In many instances, these may be parents who do not use Facebook but live with a child who does. Fully 66% of parents with a child living at home who do not use Facebook themselves say that someone in their household has a Facebook account.In addition, some 24% of Facebook non-adopters who live with an account holder say that they look at photos or posts on that persons account.
http://www.pewresearch.org/fact-tank/2014/02/03/6-new-facts-about-facebook/5/27/147StrategyTAKE ACTION #ricon145/27/14880 percent of your Facebook posts should be about whats most relevant to your audience.Strategy How do you reach your audience?How do you want someone to feel after reading your post?
What action would you like someone to take after reading your post?
They read your post, and now so what?Do you want them to feel inspired? Interested in learning more about your club? Do you want them to visit your web page to learn more? Do you want them to learn something about the causes your club supports and donate? Attend a fundraiser?
Do you want them to feel that the club is fun and offers great networking opportunities? Are you showing images that support that?5/27/1410Simone CollinsRotary Club of Freshwater Bay, District 9455, Western AustraliaRICON14 Organizing Committee & Promotions Committee Member ROSNF Charter Chair & former ROSNF Training Chair14 years professional experience in online communities / social mediaFacebook.com/rtnsimoneFacebook.com/ricon14Facebook.com/freshwaterbayrotaryFacebook.com/rosnfFacebook.com/membershiptips
Professional look close up, in focus, good lighting
Happy peopleand lots of them!
Tell a story
Showcase your members and achievements
Photos What attracts people?Photos with an air of mystery
Photos that introduce your happy members
Photos of your fun, exciting events!
Photos of your club making a difference!
Photos that recognise success
Profile picture needs to look good as a small squareNothing too busyEasily identifiable, e.g. Rotary emblemNot likely to change regularly Cover photos can showcase your clubPhotos are easy (only see 850 x 315 px) but choose wiselyMore professional mashup with appropriate text (e.g. website URL) even better
Profile Pics and Cover PhotosProfile Pics and Cover Photos
Profile Pics and Cover Photos
About Section -- Overview
Set the scene succinctly in the About overview, just under your profile pic don't overrun the space provided!
In particular, mention where precisely you are! It can be impossible to work out where a club is from its name alone, especially since many places share the same town name.
If you have room, include your web address.
About Section -- Details
Fields provided depend on page category chosen.
Fill in as much detail as possible especially your contact details!
Be sure to include your web address so visitors can explore further.
About Section Life Events Use Life Events/Milestones to record key occasions: club presidents, awards and etc
Connect with other organizationsLike the pages of other organizations you work with, including Rotaract and Interact clubs, and interact with them!
EventsEvents are a great way to increase attendance
Very quick to set up
Guests can buy tickets online
Map of location
Easily update attendees and those considering going
Automatic reminders through Facebook
ABOUT THE SPEAKER: Susan E. FisherSusans Rotary Social Media Sites
Rotary Club of Wilmette Harbor Facebook page
Rotary Club of Wilmette Harbor LinkedIn group
Rotary Club of Wilmette Harbor Twitter account
President Elect & Communications ChairWilmette Harbor Rotary Club, Wilmette, Illinois, USARotary Foundation Ambassadorial Scholar in JournalismRelated credentials: M.Ed. & interactive marketing certificate Meet me on LinkedIn
Susan Fisher is President Elect & Communications/PR Chair for the Rotary Club of Wilmette Harbor in Wilmette, Illinois a suburb of Chicago in the United States.Susan studied journalism at the University of Nairobi as a Rotary Foundation Ambassadorial Scholar.
Susan was trained as a journalist and worked as a reporter and editor for print and online publications, including PC Week, Investors Business Daily. and InfoWorld. For past decade, she has focused on sales and marketing communication, working for technology and consulting companies including Hewlett-Packard and Deloitte. She has a Masters degree in Education, focused on the use of technology, and a certificate in interactive marketing from the Chicago Interactive Marketing Association.
As Communications Chair for her club, Susan developed these social media sites for her club:
Rotary Club of Wilmette Harbor Facebook page http://www.facebook.com/WilmetteHarborRotary
Rotary Club of Wilmette Harbor LinkedIn grouphttps://www.linkedin.com/groups/Rotary-Club-Wilmette-Harbor-6687452
Rotary Club of Wilmette Harbor Twitter accounthttps://twitter.com/WilmetteHRotary
Susan welcomes you to Linked In with her. Her Linked In address is linkedin.com/in/ susanefisher
5/27/1426ContentEXCHANGE IDEAS #ricon145/27/1427
PUT A FACE ON ROTARY: Tell your clubs storyReflect your brandSet call to actionRemember: A picture says Encourage likesPromote events[Susan Fishers speaking notes for PUT A FACE ON ROTARY: Tell your clubs story]
Facebook is a great story telling medium. It really is a living, public diary of the life of your club. Here are some elements of content you should have to tell your story well.
First, use eye-catching imagery that reflects your brand and is compatible with your web site. Be sure to link to club web site
Second, remember a picture says a thousand words: Share photos and even better - videosThird, include a clear call to action. In our case, we use the underlying about section to provide a lot of details about the club and its history: On the summary on the home page, we have a clear call to action: Join us for breakfast.
Fourth -- Be sure to promote events and fundraisers The medium makes it easy to Invite friends to eventsYou can use interactive forms to collect informationYou can spread the word by submitting content to local online media and then share via Facebook
Five - Encourage likes from members, donors, local organizations and benefactors. That way, those that like will get your most successful posts in their news feed
A bit about out Facebook page, we went live on Feb. 18, 2013
As of 5/13/2014 have 110 likes include 26 current members of the club and four former members49 percent women, 49 percent menMost popular age bracket: 45-54 and 65+ years old
77 from the US. The rest as afield as Kathmandu.On an average day, well under 50 people see our post with spikes of over 200.--5/27/1428
PUT A FACE ON ROTARY: Show who you are & what you doThis iconic club photo attracted 768 unique users:Why? Many people taggedMany people likedSeveral people commentedOne person shared
[Susan Fishers speaking notes from PUT A FACE ON ROTARY: Show who you are and what you do.]
This club from photo attracted 768 unique users:Why? Many people taggedMany people likedSeveral people commentedOne person shared
It helped tell our story and build out brand We are clearly a relatively divers culb in terms of gender, age and walks of life. Were a pretty easy-going , casual group and if you know the area, you know where we meet Were right by the iconic Baha'i temple. Along the Lake Michigan.
5/27/1429Use a conversational voiceTarget audience with relevant messagesStrike an emotional chordTry questions to engageMake clear calls to action
ENGAGE THE VISITOR: Be simple, relevant, and direct
[Susan Fishers speaking notes for ENGAGE THE VISITOR: Be simple, relevant and direct]Be a story tellerUse a conversational voiceTarget audience with relevant messagesStrike an emotional chordTry questions to engageMake clear calls to action
5/27/1430ENGAGE THE VISITOR: Help people find you with like, @, tag & #
Help people find you and learn your story through
Hashtags (#)[Susan Fishers speaking notes for ENGAGE THE VISITOR: Help people find you with like, @, tag & #]Consider Likes: When people like your page, theyll start seeing your top posts in news feedWhen people like you posts, their friends see the connection with your pageUse Tag to ID and reference people in photos, video, and comments Why: Connect with more people and identify subjects How: Use tag feature or use @ to tag people or organizations. The walls of the tagged link to club postsRemember the #hashtag Its about a year old to Facebook. Hashtags are clickable links grouped into status updates for easy searches. E.g. #WilmetteWineGala, #Energy
--5/27/1431KEEP IT FRESH: Check your results, adjust accordingly
5/27/1432Club Buy-inTAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS5/27/1433SELL YOUR CLUB: Be clear about benefits Encourage dialogueTell them: FB is too big to ignoreBe clear about objectives: awarenessContrast with other mediaExplain benefits: Puts a face on RotaryStrengthens club tiesBuilds supportSupports recruiting
[Susan Fishers speakers notes on Sell your club on Facebook: Be clear about the benefits]
Encourage interactive, dialogue about Facebook before you launch the site and as you build momentum Ask the audience What is Facebook and how do you use it? You may hear testimonials from members to build support like - Facebook is a great way to find old friends and meet new ones. It's fun to see what everyone's doing and let them know what's up with you.
First of all, Facebook is simple too big to ignore:Worldwide, there are over 1.23 billion monthly active Facebook users worldwide. (Source:: http://zephoria.com/social-media/top-15-valuable-facebook-statistics/#sthash.UrQB0jo0.dpuf)In the U.S. , there 168.8 million members of Facebook thats more than half of the population (Source: http://www.socialbakers.com/facebook-statistics/)It continues to grow: 757 million people log onto Facebook daily. Thats up 22% increase over prior year. (Source: http://zephoria.com/social-media/top-15-valuable-facebook-statistics/#sthash.UrQB0jo0.dpuf)
Be clear about your objectives and measures of success. For example, weve made it clear that we are using Facebook to increase awareness of club activities in our community or simple, to put a Face on Rotary. How do we measure awareness? We defined success as was getting more than 100 likes for our page, two to three posts per week, and an increase number of post viewer
We also measure success anecdotally. I think we have successfully put a face on Rotary --
Before my club had a Facebook page, I cant tell you how many times friends were surprised to find out that I was a Rotarian they simply did not know what Rotary was or had a very different stereotype not necessarily positive -- of a Rotarian. Now, the conversation has changed as my friend see all of the activities we do and the face of the people in my club So they are more likely to ask me about particular activities or events that theyve seen on Facebook. Or hear things like Oh, I didnt know you know Mike he was my sons soccer coachHes a nice guy. Hes with you in that Rotary club.
Explain how if differs from your web site or, if you have it, Twitter account or Linked In account. (For us, the club web site is a relatively static informational site- the medium of record, rather than a medium of interaction. It provides some basic information about our club- the latest newsletter and a calendar. For the most part, it is directed more at club members than the non-members. Twitter helps us publicize news to local media and like-minded people. Linked In is a connection helps members connect as professionals.)
Remember there are different levels of understanding in the club and different levels of comfort in using it. Be prepared to speak to all different levels from the person who has never want to use Facebook (They may even be uncomfortable using technology) to members who use it all the time. Note: Dont assume that interest in usage is tied to a persons age. One of our clubs most active users just turned 90.
Explain benefits clearly: Heres what resonated with my club. A club Facebook page -
Raises awareness Puts a face on Rotary, shows who we are and what we do.
Strengthens ties within the club :Makes it easy share club media videos, photos, presentationsAllows quick, personal interaction between membersBuilds supportExpands the reach of the club well beyond the local areaMakes it easy to connect with the 100s of other clubs who are already on FacebookSupports recruitingThey see us in action -Makes it easy to encourage non-club members to join or support the clubHighlight specific activities to prospective members. For example, we highlighted a speaker speaking on solar energy on Facebook, a friend saw the post and decided to come to hear the speaker. Now, shes has a better idea of what goes on in a Rotary meeting and can thinking about membership.
Underscore the benefits with real-world examples: For example, in a Facebook workshop, I showed club members a specific membership recruitment section on our District Facebook page: It includes Twenty Reasons to Join a Rotary Club. It features a video called Why Rotary and explains opportunities how individuals can make a difference through Rotary.
Since started in Feb. 2012, we've had 277 inquiries - a...