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Digital Outreach 網上外展Dec 1st, 2009 Ralph Szeto 司徒廣釗 Business Development Director

Digital Outreach

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

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Page 1: Digital Outreach

Digital Outreach“網上外展”

Dec 1st, 2009

Ralph Szeto司徒廣釗

Business Development Director

Page 2: Digital Outreach

Case sharing個案分享

Page 3: Digital Outreach

Case study 個案

“SPOT” Project “網蹤人”計劃

Page 4: Digital Outreach

More happenings on social media

Page 5: Digital Outreach

Traditional way

“I just lost my job and broke up my girl friend,

I‟m extremely sad…”

CounselingCall, individual or group

face-to-face

Page 6: Digital Outreach

From passive to active

“I just lost my job and broke up my girl friend,

I‟m extremely sad…”

CounselingInternet

(email/ MSN/ forum/ blog)Call

Individual or group face-to-face

Social media site自殺

Suicide

Page 7: Digital Outreach

Manual search on

About 30 social workers and voluntary workers to

identify targets

Contact and dialogue

Provide counseling services

“SPOT” Project

Before Aug „08

Assisted by social media monitoring services

Fewer workers required for searching and spotting targets

Focus more on

Contact and dialogue

Provide counseling services

Since Aug „08

Page 8: Digital Outreach

From general to specific

Social media site自殺

Suicide

“自殺”

In Oct ‟09, over 6,638 people wrote 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

Source : k-matrix CI – Oct 1-31, 2009

But are all these people really wanna to commit suicide ?

Page 9: Digital Outreach

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

Page 10: Digital Outreach

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

Page 11: Digital Outreach

Case study 個案

Life Architect 生命建築師

Page 12: Digital Outreach

We want them to say “NO” to drugs …

Page 13: Digital Outreach

Many activities and campaigns‟ve been launching …

Page 14: Digital Outreach

What can we do to reach those existing and potential drug abusing

teenagers there ?

We understand they‟re spending a lot of time on the internet

Page 15: Digital Outreach

Research

Reach

ReplyRe-

contact

Result

5Rs

Digital Outreach網上外展

Page 16: Digital Outreach

Research Reach ReplyRe-

contactResult

Lead identification

Spotting insight and intelligence

Evaluating importance and

relevance

Page 17: Digital Outreach

Research Reach ReplyRe-

contactResult

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

Page 18: Digital Outreach

Research Reach ReplyRe-

contactResult

What‟re existing and potential drug abusers

sharing their experiences ?

Take野

爆糖

抄兩味

索K公會

雷野

玩曲

渣批

搭棚由K河

凍嘢

Page 19: Digital Outreach

Research Reach ReplyRe-

contactResult

“唔好索K啦..爆糖算啦”

3Boys2Girls

“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

“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

What‟re existing and potential drug abusers

sharing their experiences ?

Page 20: Digital Outreach

Research Reach ReplyRe-

contactResult

Where‟re their most active forums, blogs and social

network sites ?

Forum

Blog

Social network

Wikis

Page 21: Digital Outreach

Research Reach ReplyRe-

contactResult

1. Connecting the

targets on the social media sites

2. Provide them

information of related information and

services

3. Continuous

dialogues and guidance with targets

4. Track their

responses on social media sites and

emails sent

Page 22: Digital Outreach

Research Reach ReplyRe-

contactResult

“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

“爆糖會上癮ga !”

“唔K la”

“索K會死架 ”

“唔使怕既,明愛有得索K驗身”

Page 23: Digital Outreach

About digital outreach …

Source : Ming Pao, Nov 26th, 2009

“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。」”

Page 24: Digital Outreach

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

About NGOs 2.0

Page 25: Digital Outreach

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 [email protected]