Daniel Scoullar, Social Change Projects - Workshop

Finding your way in unfamiliar territory

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.

Starting out

• We are a communications consultancy that works with organisations and communities to create change

• We have 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

About you

1. What is your name?2. Where are you from?3. What do you want to get out of today?4. What is your biggest question about social media?

Overview

• What is social media?• Mapping the landscape• Seeing the big picture• Understanding your audiences• Telling stories, Creating community• Long-term content planning• Policies, procedures and approvals• Dealing with criticism• Risks and mitigation• Measuring what matters• A simple framework for success

What is social media?

It’s a conversation with you in the middle

Ask yourself:

• What do you have to say?• What do you hear that others would be interested in?• Who is listening to you now? Who might be interested?• How do you start the right kind of conversations?• How do you talk to real people in a meaningful way?• How does this help you achieve your goals?• What is the real value in all of this?

Mapping the landscape

A few important social media channels

Australian social media users (May 2015)

• 79% of Australians access the internet every day• 49% of this group use social media every day

• Facebook – 14 million (steady)• YouTube – 13.8 million (small increase)• Wordpress blogs – 5.8 million (small decrease)• Instagram – 5 million (large increase)• Tumblr – 4.5 million (decrease)• LinkedIn – 3.5 million (steady)• Blogspot blogs – 2.8 million (small decrease)• Twitter – 2.8 million (steady)• Google+ – 60,000 (steady)

Seeing the big picture

Linking social media with your strategic goals

- Social media is just a new way to do things you’re already doing

- Don’t do it because everyone else is doing it- Don’t do it because it looks fun- Don’t do it because your CEO watches Q&A

- Only do it if you can articulate a real and measurable contribution to achieving your strategic goals AND you are willing to commit the resources needed to get there

Understanding your audiences

Knowing what people want

- Question: There are 42 million Facebook pages. Why would anyone want to look at yours?

It’s not all about you

- You need to give people something of value that is worth their time, attention and potential action

- People want to be entertained, informed, educated or moved

- That means engaging their hearts and minds

- That means connecting them with something bigger than themselves – and bigger than you

- That means changing the way we think about communications

Telling stories, Creating community

Welcome to your newsroom

• The NFP Communications and Marketing Team is a modern media outlet that services some or all of the following:

– One or more websites– One or more email and/or print newsletters– Social media channels, including Facebook, Twitter, LinkedIn,

YouTube, Google+, Instagram and/or others– A range of other publications, including annual reports,

advertisements and brochures/flyers– Advocacy campaigns– Marketing and fundraising campaigns– Staff intranet and newsletter

What content works online?

• Think like a journalist • Variety of message, variety of media – Mix it up! • Short, succinct, snappy and sharp • Longer posts can be effective when used sparingly• Get visual, try infographics, use video, audio• People love lists, reviews, links and news articles• Comment on topical issues of interest to your audience• Invite contributions, ask questions, hold competitions• Make sure you’re posting frequently enough (and appropriately)• Be informal – let your personality come through• Respond quickly and enthusiastically when others post• Don’t shut down the debate, celebrate every comment

P.E.R.F.E.C.T campaigningLong-term content planning

Long-term content planning

• Plan around key dates and events 3-6 months in advance• Leave room for spontaneous posts and responding to others• Create a wall calendar, an excel spreadsheet or a content

planning tool to drop things in for later• Choose a social media management app if you want to get

professional• Always have a story ready for a rainy day• Accept that it never ends and embrace your newsroom

Policies, procedures and approvals

How much bureaucracy is enough?

• What approval processes do you use for other external publications? How many sign-offs are there for a media release?

• What process do you use for social media? When do issues get escalated?

• What about formal policies and procedures?

• How well is this framework working for you? Is it too much or too little bureaucracy?

Dealing with criticism

Robust debate vs. bad behaviour

• You set the rules, but you have to tell people what they are

• Apply them fairly and explain any moderation that takes place

• Err on the side of responding rather than removing

• Celebrate every time someone contributes and give them a reason to come back

• But what happens when clients and staff get involved?

Risks and mitigation

Risks and mitigation

• Not posting frequently enough• Failing to monitor, respond and moderate• Challenge of content creation and approval• Others posting abusive, defamatory or inappropriate material• Risks to privacy of staff, volunteers and students• Risks to clients and carers• Risks to your reputation and community standing

• And the biggest risk of all – wasting your time!

Measuring what matters

Is it working?

• Don’t forget to stop, step back and check if it’s working

• Facebook, Twitter and other social media channels have very good inbuilt analytics

• Learn what content is working and understand who is following you

• It is critical to go back to your plan every three months or so and check in to see if you are achieving your goals

• If not, ask yourself why not? Adjust your course and continue

A simple framework for success

A framework for social media

Goal Indicator(s) Audience(s) Channel(s) Message(s) Integration Risks

What’s your goal?

How will you measuresuccess?

Who do you need to reach?

How do you reach them?

What do they want from you?

Where does it fit in?

What risks and issues are there?

Example>>

Supportcampaign to save valuable program

Obtain 1,000 signatures for online petition

Peopleworking in community sector and supporters

Facebook,Twitter, LinkedIn, YouTube, Google+

Outcomes of program, consequences of cutrs

Email, networking, postcards, video

Relationship with ministerand others in government

Summing up

Daniel Scoullar0402 596 297 / daniel@socialchangeprojects.com.au