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

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

2. Case sharing
個案分享

3. Case study 個案
“SPOT” Project “網蹤人”計劃

4. More happenings on social media

5. 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

6. 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

7. “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

8. 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

9. 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

10. 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

11. Case study 個案
Life Architect 生命建築師

12. We want them to say “NO” to drugs …

13. Many activities and campaigns‟ve
been launching …

14. 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 ?

15. Research
Digital Outreach
Result 網上外展 Reach
5Rs
Re-
Reply
contact

16. Re-
Research Reach Reply Result
contact
Lead
Evaluating identification
importance and
relevance
Spotting insight
and intelligence

17. 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

18. 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

19. 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

20. Re-
Research Reach Reply Result
contact
Forum Where‟re their most active
forums, blogs and social
network sites ?
Wikis
Blog
Social
network

21. 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

22. 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 !”

23. 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

24. 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

25. 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