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Presentation of Ralph Szeto, Business Development Director, CMRS Digital Solutions Limited in NGO 2.0 Forum
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Digital Outreach“網上外展”
Dec 1st, 2009
Ralph Szeto司徒廣釗
Business Development Director
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…”
CounselingCall, individual or group
face-to-face
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
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
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 ?
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 …
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
Research
Reach
ReplyRe-
contact
Result
5Rs
Digital Outreach網上外展
Research Reach ReplyRe-
contactResult
Lead identification
Spotting insight and intelligence
Evaluating importance and
relevance
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
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
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 ?
Research Reach ReplyRe-
contactResult
Where‟re their most active forums, blogs and social
network sites ?
Forum
Blog
Social network
Wikis
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
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”
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。」”
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
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]