crowd model for social cause: volunteers and the social...
TRANSCRIPT
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CROWD MODEL FOR SOCIAL CAUSE:
VOLUNTEERS AND THE SOCIAL MEDIA
“NATIONAL PREPAREDNESS MONTH”
YSS – MDEC - JPAM
16 Oct 2015
Multimedia Development Corporation
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DIGITAL MALAYSIA
A component of Malaysia’s National Transformation Programme
A holistic approach to accelerate Digital Economy
Creating an ecosystem that promotes
pervasive use of Digital Technology in all
aspects of the economy, to connect
communities globally and interact in real
time, resulting in increased GDP, enhanced
productivity and improved standards of living.
MDeC is the Government Agency
driving the Digital Malaysia
Programme across all sectors
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MULTIMEDIA DEVELOPMENT
CORPORATION ( )
Multimedia Development Corporation Sdn. Bhd. (MDeC) is incorporated under the
Companies Act of Malaysia, and owned and funded by the Government.
Our role is to advise the Malaysian Government on legislation and policies, develop MSC
Malaysia-specific practices, and set breakthrough standards for multimedia operations.
MSC Malaysia Roadmap
Phase 1 (1996 – 2003) – Successfully create the Multimedia Super Corridor or MSC Malaysia
Phase 2 (2004 – 2010) – Grow MSC Malaysia into a global ICT Hub – implementation of Cybercity
& Cybercentres
Phase 3 (2011 – 2020) – Transform Malaysia into a Knowledge-based society through Digital
Malaysia initiatives
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Crowd Participation for Social Good :
• Social Causes category has more activity on
crowd model platforms
• 62% of all successful crowdfunding campaigns in
2012 were donation-based
• Non-financial crowdfunding is also popular
INNOVATIVE, HIGH IMPACT CROWD MODELS FOR
IMPROVING QUALITY OF LIFE OF THE RAKYAT
Source: Crowdsourcing.org
Communities are more connected, enabled by digital technologies,
which leads towards community contributions to social causes
Crowdsourcing:
Micro-task,
Impact Sourcing
Crowdfunding:
Donation-based
Crowd
Volunteer:
Volunteerism
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CROWD PARTICIPATION FOR SOCIAL GOOD
Crowd participation and contribution for social causes
can be augmented with digital technology
World Giving Index measures:
1. Monetary donations
2. Time allocated for social causes; and
3. Help offered to strangers
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MALAYSIA IN THE WORLD GIVING INDEX 2014
Source
Great leap for Malaysia in the World
Giving Index from 71st to 7th position
Due to humanitarian
effort in natural disasters such as
• Typhoon Haiyan
in Philippine
• China and
• Japan
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IMPROVING MALAYSIA’S REAL RANKING
• At its state of equilibrium, Malaysia is
ranked probably between 60th to 70th
place
• Digital platforms can help to encourage
individuals to give (cash or volunteering
time)
Malaysia 2012 Score
29% 33% 36% 19%
Malaysia 2013 Score
55% 63% 60% 41%
+26 +30
+24 +22
Percentage point change
71st
76th
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HOW DO MALAYSIAN GET VOLUNTEERS OR
PARTICIPATE AS ONE
• Direct Engagement
• Via programmes
• Print media
• Phone Calls
• Social Media
Traditional Way
Digital Way
Crowd Perspective
• NGOs not reaching to
enough potential
volunteers
• People are not aware of
activities they can
support
The recent Malaysian flood
calamity saw many potential
volunteers unable to effectively
provide the required assistance
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Crowd Volunteer Platform
IMPROVING MALAYSIA’S REAL RANKING
Easy for citizens to participate as
volunteers
Facilitate NGOs to recruit and
manage volunteers
Tracking & monitoring of
volunteers and volunteerism
activities
In the pipeline….
DM Objective: Facilitate community’s contribution towards social cause, via ICT
enabled platforms that support deployment of programs/activities
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CROWD VOLUNTEERISM
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HARNESSING VOLUNTEERS AND PROMOTING
VOLUNTEERISM WITH DIGITAL TECHNOLOGY
United Nations Volunteers (UNV) has developed the UNV Strategic
Framework 2014 - 2017, focusing on harnessing the power of
volunteers and volunteerism
Developing a national-level crowd model platform to facilitate volunteerism?
National repository of registered volunteers
Consolidated source of volunteers for Government, NGOs and private sector
Measure and track volunteer works undertaken by Malaysians
Capability building programme for volunteers
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ESTABLISHED CROWD MODEL SCALING UP
VOLUNTEERISM
USA
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ESTABLISHED CROWD MODEL SCALING UP
VOLUNTEERISM
Australia
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SUPPORTING NGOs AND PROMOTING
CULTURE OF VOLUNTEERISM IN MALAYSIA
• Local NGOs recruit own volunteers
based on individual effort
generally limited outreach and
promotion
• Most NGOs have limited tools to plan
and manage volunteerism activities
• Citizens lack awareness on NGOs and
activities
• Lack of proper recognition; citizens
not “incentivised” or motivated to
volunteer.
In the US, volunteering boost jobs prospect, due to proper recognition
and governance structure to track volunteerism
Shared database of registered volunteers
with relevant profiles. Concerted and
shared effort
Digital platform supported by mobile
application
Leveraging on social media. Platform
enable matching of citizens with
volunteerism activity of interest
Tracking mechanism to enable proper
recognition
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SPREADING POSITIVE MESSAGES
VIA SOCIAL MEDIA
Register onto eSukarelawan Get Friends & Followers onboard
Content - Dos and Don’ts Disaster Preparedness Knowledge
Public Sevice Announcement -
Awareness Video
Crowd Speaking Platform /
Social Media Campaign –
thunderclap.it
Volunteers On Social Media
Sukarelawan & Media Sosial
Penyakit
Masyarakat Kini
1 – Forward Generation / Copy Group Sebelah
2 – Mahu jadi orang pertama forward dalam group
WhatsApp / Facebook / Telegram
3 – Seronok jadi pakar komen di Facebook.
Kemudian salahkan orang lain.
4- Suka buat troll dan mengejek orang lain.
5- Tidak mahu pula betulkan kesilapan sesudah
mengetahui cerita yang disebar adalah palsu
dan fitnah.
Kepentingan
Media Sosial
1 – Koordinasi berita tentang sesuatu kejadian
2 – Mudah bagi mengesahkan sesuatu kejadian
dengan pantas.
3 – Digunakan sebagai koordinasi arahan (chain
of command) dalam sesuatu peristiwa. Respon
kejadian
4- Mententeramkan masyarakat di tempat
bencana. Waris mangsa
5- Membangkitkan kesedaran masyarakat untuk
membantu mangsa bencana
From November 13 – 21 November 2012, Gaza being
mentioned through social channels over 6.2 million
times. There was
1) 90,875 blog posts,
2) 203,857 online news articles,
3) 148,664 forum postings and
4) 5,852,672 tweets.
Strategi & Taktikal
Media Sosial
Semasa Banjir
OPS BANJIR
CONTROL ROOM
“Bencana” FAN PAGE
YOUTUBE
VIDEO / GRAFIK
Readers /
Viewers
A
A1
A2
A3
B
B1
B2
B3
C
C1
C2
D
D1
D2
Strategi Media Sosial
Ketika Banjir 1) Koordinasi untuk arahan semasa
2) Wujudkan satu tempat rujukan isu
3) “Counter & Nafi” Isu Tidak Benar
4) Tenangkan masyarakat dan mangsa –
FB/Twitter
5) Youtube – huraikan lagi cerita sebenar
6) Sebarkan cerita sebenar dalam WhatsApp &
Telegram
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1. KUMPUL & BERKALA
4. KOORDINASI
2. KENALPASTI ISU KAUM
3. KOMUNIKASI
5. KESAN
IMPAK 5K
STRATEGI
1. KUMPUL
5K
STRATEGI
1.1 Mengumpulkan semua sukarelawan media sosial
pelbagai kaum. Menentukan siapa beri chain of
command.
1.2 Jumpa dan rangka strategi komunikasi untuk setiap
hari.
1.3 Mewujudkan satu platform untuk komunikasi
(Blackberry, WhatApss, Telegram, LINE, We Chat SMS).
2. KENALPASTI SITUASI
5K
STRATEGI
2.1 Mengenalpasti SOP sebenar banjir. Kawasan terlibat,
siapa pihak berkuasa, siapa TOP PHONE LIST
2.2 Didik masyarakat agar mengambil tindakan ikut SOP.
Grafik dan video sesuati disebarkan
2.2 Wujuadkan situasi FEAR FACTOR apa berlaku bila
tidak mahu pindah
2.3 Etika dan pantang larang penulisan. Hormati
sensitiviti semasa.
3. KOMUNIKASI
5K
STRATEGI
3.1 Menentukan tema kempen. Apakah perlu wujud
hashtag di Twitter.
3.2 Menentukan bentuk “line of communication” untuk
sesuatu operasi. Setiap hari taktikal bertukar.
3.3 Menyelaraskan isi kandungan kempen. Grafik dan
penulisan yang mudah difahami ketika bencana.
3.4 Memastikan pihak CC dan komunikasi yang lain
di bawah tidak BREAKDOWN sebab line komunikasi.
3.5 Perlu ada GATEKEEPER dan sentiasa DOUBLE
CHECK sesuatu maklumat.
4. KOORDINASI
5K
STRATEGI
4.1 Mengkoordinasi peranan oleh setiap sukarelawan
4.2 Menentukan lokasi dan sukarelawan. Di mana
sebaran WhatApps / Telegram perlu dibuat
4.3 Menentukan bila “chain of commad” perlu
diberikan, siapa berikan arahan
4.4 Menentukan platform untuk upload, sebar,
Facebook atau Twitter.
4.5 Menyebarkan arahan untuk setiap sukarelawan.
Arahan yang mudah difahami dan tidak berbelit belit
5. KEMPEN IMPAK
5K
STRATEGI
5.1 Memantau perkembangan
perlaksanaan arahan
5.2 Memperkemaskan sukarelawan untuk
mencetuskan impak
5.3 Bersiap siaga untuk perubahan taktikal, bencana
dan iklim semasa
5.3 Memastikan sasaran / isu selesai
5.4 Menilai dan menganalisa impak
5. Kesan Impak
Rumusan -Apa Perlu Dilakukan?
1) Akaun FB, Youtube, Twitter, Blog Untuk Banjir
2) Kenalpasti Facebook Group / Networking
3) Siapa Pasukan Untuk Bertindak ? Siapa Ketua?
4) Kaedah Penyaluran Maklumat
(Pantas, Tepat, Meluas, Whatsapp/ Telegram).
5) Nafikan cerita karut secepat mungkin / lapor pihak
berkuasa ambil tindakan jika berlarutan
6) Ambil cerita sebenar di lapangan / etika laporan
7) Menganalisa Semula Tindakan / Strategi.
Memang benar dalam Seksyen 3 (3) menyatakan janji Kerajaan mengenai tiada
tapisan dalam Internet . Namun tidak semuanya bebas tanpa undang-undang
dalam internet. Seksyen 233 (3) Akta Komunikasi dan Multimedia 1998 dan jika
sabit kesalahan akan didenda RM50,000 atau penjara tidak melebihi satu tahun
atau kedua-duanya, selain dikenakan denda tambahan sebanyak RM1,000 setiap
hari dalam tempoh kesalahan.
Sekian,
Terima Kasih
@Azrinizam
019 4239958
Azrinizam Ibrahim