rotary public image, social media and brand image
TRANSCRIPT
PUBLIC IMAGE, SOCIAL MEDIA, AND BRAND IMAGE
DISTRICT 6970 ASSEMBLY
ANDREW PAUL WILLIAMS, PH.D. AND HOWARD KELLY
PUBLIC IMAGE
PROMOTING ROTARY VALUES
THE ROTARY VOICE
PUBLIC RELATIONSMedia Relations (Press Releases, Fact Sheets, Backgrounders, Media Kits)
Print Collateral (Posters, Brochures, Fliers)
Advertising
Presentations
Co-Sponsorships
Corporate Relations
Make this a team effort and form a committee.
Multi-Media (Traditional PR, Email, Website, and Social Media)
SOCIAL MEDIANatural Extension of Public Information Efforts (e.g., Media Relations, Website and Email)
Members and Stakeholders like to engage via different information sources
Incremental messaging to maintain, reinforce brand awareness
Create rich content to help get found in searches
Drive traffic to websites
Educate Stakeholders (e.g., donors, media, members, other supporters)
Answer questions and increase Rotary engagement
EFFECTIVE SOCIAL MEDIA
Develop – Stay on Brand. The Rotary Voice.
Implement – Who is responsible? A team effort is best.
Maintain – Keep platforms current and regularly updated. Monitor Activity.
COMMUNICATING ROTARY VIA SOCIAL MEDIA
https://www.facebook.com/rotary
https://twitter.com/rotary
https://www.linkedin.com/company/rotary-international
https://plus.google.com/+rotary/posts
https://www.pinterest.com/rotary/
https://www.instagram.com/rotaryinternational/
https://www.youtube.com/user/RotaryInternational
https://vimeo.com/rotary
GOOGLE+
YOUTUBE
VIMEO
PUTTIN’ ON YOUR BRAND IMAGE
SOME FACES IN THE CROWD
ROTARY AS A BRAND IMAGEWHICH GRAPHIC IS THE ROTARY LOGO?
THE 2013 ROTARY LOGO AND VISUAL BRANDING
TODAY’S ROTARY LOGO AND VISUAL BRANDING RULES
Masterbrand signature
(whole thing is Official logo) Mark of Excellence(Our Wheel)
NOT THERE YET...
ALMOST THERE...
WE’VE ARRIVED...
GUIDES TO BRANDING CONSISTENCY
PUBLIC IMAGE BEST PRACTICESAudience and Situation Analysis
Selecting Platforms and Understanding Technical Features of Platforms
Goals and Objectives
Branding: Integrated Look and Content (Visual, Textual, Voice)
Plan Ahead
Evaluate
SOCIAL MEDIA BEST PRACTICES Have a mix of content across media and digital/social platforms and outlets that is congruent visually and textually.
Stay on Brand using Rotary guidelines.
Visual impact matters a lot.
Keep Content Interactive and Engaging.
Use Incrementalism and Waves of Publicity (Pre, During, and Post).
Create simple and clear original posts for your club.
Repurpose Content from District 6970 and Rotary International.
SOCIAL MEDIA BEST PRACTICES Plan Ahead
Be Intentional and Audience Sensitive
Selecting Platforms—Learn Content Expectations, Protocol
Develop A Posting Plan and Policies in Advance
Edit, and keep content consistent in voice
Stick to a regular posting schedule and share things of interest and benefit to be in the news feeds and have strong page
THANK YOU