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Digital Outreach
 
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Presentation of Ralph Szeto, Business Development Director, CMRS Digital Solutions Limited in NGO 2.0 Forum

Presentation of Ralph Szeto, Business Development Director, CMRS Digital Solutions Limited in NGO 2.0 Forum

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    Digital Outreach Digital Outreach Presentation Transcript

    • Digital Outreach “網上外展” Ralph Szeto 司徒廣釗 Business Development Director Dec 1st, 2009
    • Case sharing 個案分享
    • Case study 個案 “SPOT” Project “網蹤人”計劃
    • More happenings on social media
    • Traditional way “I just lost my job and broke up my girl friend, I‟m extremely sad…” Counseling Call, individual or group face-to-face
    • From passive to active Social 自殺 media site “I just lost my job and Suicide broke up my girl friend, I‟m extremely sad…” Counseling Internet (email/ MSN/ forum/ blog) Call Individual or group face-to-face
    • “SPOT” Project Before Aug „08 Since Aug „08  Manual search on  Assisted by social media monitoring services  About 30 social workers and  Fewer workers required voluntary workers to for searching and  identify targets spotting targets  Contact and dialogue  Provide counseling services  Focus more on  Contact and dialogue  Provide counseling services
    • From general to specific “自殺” Social 自殺 media site  In Oct ‟09, over 6,638 people wrote Suicide 4,100 topics and 10,579 posts about “自殺”  38 web sites and 1,613 boards on social media sites  Over 11 millions views from internet users But are all these people really wanna to commit suicide ? Source : k-matrix CI – Oct 1-31, 2009
    • From general to specific  Of course not  Set-up and profiling various aspect of “suicide”  Causes “自殺原因”  Methods “自殺方法”  Emotion “情緒”  Pre-suicide behaviors “死前行為”  Organization “機構” Identify and contact precise destinations and relevant targets in more effective ways
    • Results … “該會(香港撒瑪利亞防止自殺會)過去十八個月曾瀏覽 十萬個網誌,發現近四百網誌主人有自殺危機,在網 誌內發出自殺訊息,當中至少有一半是青少年,他們 多因家庭、學業及人際關係等問題而萌生自殺念頭, 已有接近二百人願意接受會方轉介社工輔導。” Source : Sing Tao Daily, Nov 26th, 2009
    • Case study 個案 Life Architect 生命建築師
    • We want them to say “NO” to drugs …
    • Many activities and campaigns‟ve been launching …
    • We understand they‟re spending a lot of time on the internet What can we do to reach those existing and potential drug abusing teenagers there ?
    • Research Digital Outreach Result 網上外展 Reach 5Rs Re- Reply contact
    • Re- Research Reach Reply Result contact Lead Evaluating identification importance and relevance Spotting insight and intelligence
    • Re- Research Reach Reply Result contact What‟re the most discussed topics about drugs ?  Naming 毒品名稱  Units 毒品單位  People 人物  Tools 吸食工具  Reasons 吸食原因  Behaviors 各類行為  Related activities 相關活動  Tours 迷幻團  Location地點  Feeling 吸食後感受
    • Re- Research Reach Reply Result contact What‟re existing and potential drug abusers sharing their experiences ? 渣批 雷野 抄兩味 凍嘢 玩曲 索K公會 爆糖 搭棚 由K河 Take野
    • Re- Research Reach Reply Result contact What‟re existing and potential drug abusers sharing their experiences ? “唔好索K啦..爆糖算啦” 3Boys2Girls “好想bu野..2bad..5係條癮又返黎呀??呢 幾日完全唔想食野..心神恍惚大獲啦....>” Xanga “爆糖會上癮” “爆糖會上癮刀唔明點解d人成日話索k爆糖會上癮我尋晚第 一次食,都冇乜特別但味道怪怪,好似食左粒過左期既糖咁以 後都唔食” 我的討論區 “宜家d女膠到嘔-,- 問我有冇k賣 煩銀到p咁” 3Boys2Girls
    • Re- Research Reach Reply Result contact Forum Where‟re their most active forums, blogs and social network sites ? Wikis Blog Social network
    • Re- Research Reach Reply Result contact 4. Track their 1. Connecting the responses on social targets on the social media sites and media sites emails sent 2. Provide them 3. Continuous information of related dialogues and information and guidance with targets services
    • Re- Research Reach Reply Result contact “索K會死架 ” “C兄,唔好再爆糖啦!” “我個fd索野被差佬拉 左,有社工搵律師幫佢 “唔K la” “唔使怕既,明愛 有得索K驗身” “爆糖會上癮ga !”
    • About digital outreach … “該會(香港撒瑪利亞防止自殺會)熱線中心主任趙美艷…表示政府能 增撥資源聘請「網上外展社工」是好事,但切勿以為有了社工就可 解決所有問題,「許多尋死者根本不想接觸專業人士,聽到社工或 執法機關會即時失蹤,對義工戒心反而較低」。 …「要別人打消死念,最重要是治本,建立互信關係後,才能對症 下藥。」” Source : Ming Pao, Nov 26th, 2009
    • About NGOs  2.0  Before rolling out any activities and programs, listen to audiences on the web  How “sociable” of your targets ?  Engage them with your professional services through various digital channels and means
    • Thank you ! Mark Chan Sales & Marketing Director CMRS Digital Solutions Limited 20/F, Union Park Tower, 168 Electric Road, HK Tel 2806 1832/ 9648 0138 Fax 2815 3990 Website www.cmrs.com.hk Email markchan@cmrs.com.hk