Daniel Scoullar, Social Change Projects - Plenary Session

Changing the world one tweet at a time: Social media for social change

4th Biennial Homelessness Summit, Sydney

Social Change Projects respectfully acknowledges that we are on Aboriginal land, belonging to the Gadigal people. We pay our respects to elders and community members, past and present.

• Communications consultancy working with organisations and communities to create positive change

• Expertise in strategy, advocacy, campaigns, media, social media, storytelling and training

• Our goal is to support the people who make our community more just, more equal and more sustainable

• Find out more: www.socialchangeprojects.com.au

• Connect: @_DanSc / www.linkedin.com/in/danielscoullar

Social Change Projects

The big picture

What are we trying to achieve?

• Homelessness Australia: ‘Creating a framework for ending homelessness’

• City of Sydney: ‘Ending chronic homelessness’

• St Vincent de Paul: ‘Housing for all’

• yFoundations: ‘A future without youth homelessness’

• Launch Housing (Formerly HomeGround):‘Our vision is to end homelessness’

Delivering services is not enough

So how does change happen?

• Government drives new policy, projects or legislation

• Lobbyists or other influencers shape Government policy

• Public opinion and/or media puts pressure on Government

• Influential individuals and organisations take direct action using their resources and networks

• Large numbers of ordinary people take direct action or change their individual behaviour

The answer is advocacy and engagement

What kinds of advocacy do we do now?

• Service level advocacy

• Strategic advocacy and lobbying

• Public advocacy and campaigning

• Community engagement and social marketing

• Empowering people to advocate for themselves

How can social media help?

Japan Earthquake and Tsunami Relief

Arab Spring

Australians for Affordable Housing

Homelessness content examples

The main thing to remember

Social media is an extension of what you are already doing. It’s not something completely different, separate or new.

Learn how it works and what it offers and costs. Decide what you can make use of and then review periodically.

Treat social media as a useful addition to your toolbox and you will be well placed to make the most of it.

Create an annual social media plan, share it with staff and implement it properly.

What could you do in the next 12 months?

• Inform and challenge community attitudes around homelessness, its causes and its solutions

• Move people to act and then direct them towards meaningful contributions

• Create networks of expertise and interest to generate new relationships, ideas and opportunities

• Turn staff, supporters and clients into champions for your organisation and advocates for change

Supporting service advocacy

• Crowdsource examples of how policy and systems work or don’t work in practice to better equip staff

• Share stories and case studies drawn from the experience of support workers and clients

• Create communities of practice where workers from your service and others can collaborate

• Appeal to the community for information, money or other assistance for your organisation or clients

Supporting strategic advocacy and lobbying

• Crowdsource examples and case studies to inform submissions and lobbying efforts

• Engage with politicians, decision makers and their influencers online to inform, educate and engage

• Set the agenda with strategic messaging and coordinated work with sector partners

• Prompt others to take action that directly supports the advocacy work you are conducting in private

Supporting public advocacy and campaigning

• Engage with journalists, columnists and other high profile individuals to pitch stories and set the agenda

• Crowdsource examples and case studies, including people to speak to the media

• Prompt online actions like signing petitions, sharing, donating, subscribing and sending emails

• Prompt offline actions like attending events, volunteering, making calls, joining and writing letters

Supporting community engagement and social marketing

• Inform, educate, entertain and move people with compelling stories and data

• Challenge myths, ignorance and prejudice against the people we support

• Connect with business, philanthropy and influential individuals and organsiations

• Share your expertise and views through genuine conversations with community members

Supporting people experiencing homelessness and housing insecurity to advocate for themselves

• Create a platform and support people to have their own voice in community and policy debates

• Share stories that show the human side of homelessness and housing crisis

• Connect people with decision makers, journalists as well as each other

• Increase client access and skills in using technology, including social media

Does it all weigh up?

Summing up

Q&A

Daniel Scoullar0402 596 297 / [email protected]@_dansc / www.linkedin.com/in/danielscoullar