Case Study of Digital Media - Workshop for UNDP - Environment & Energy


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This is the second session of the digital media workshops I delivered at United Nations Development Programme (Beijing Office), to its Environment and Energy Team.

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  • Photo on the left: An oil soaked bird struggles against the side of the HOS Iron Horse supply vessel at the site of the Deepwater Horizon oil spill in the Gulf of Mexico off the coast of Louisiana. Photograph: Gerald Herbert/AP (Guardian / UK) - May 10, 2010
  • ESRI has provided all the traditional mapping data you'd expect from a GIS system: roadmaps, topographical map and satellite images of the Gulf itself, along with geocoded data overlays that show a detailed view of the oil plume, a crosshatch that shows environmentally senstive areas and bird icons that shows the locations of sensitive habitat in the plume's path. But ESRI has added the locations for Tweets, news stories, YouTube videos and other shared content to the map as well. Visitors can add photos, Web links, video or notes. Some users submit directly; others ESRI pulls from various services. ESRI searches for YouTube and twitter posts that include location (latitude/longitude) data, and it does keyword searches to find relevant posts. It then uses a "bounding box" to limit the results to the area of the spill. So how does your posting show up on the map? It must contain the keywords oil + spill, be inside a certain geographic area and include a latitude and longitude (not just a location).
  • Obama pix source: Wen pix source:
  • About The purpose of is to increase public access to high value, machine readable datasets generated by the Executive Branch of the Federal Government. As a priority Open Government Initiative for President Obama's administration, increases the ability of the public to easily find, download, and use datasets that are generated and held by the Federal Government. Participatory Democracy Public participation and collaboration will be key to the success of enables the public to participate in government by providing downloadable Federal datasets to build applications, conduct analyses, and perform research. Goal A primary goal of is to improve access to Federal data and expand creative use of those data beyond the walls of government by encouraging innovative ideas (e.g., web applications).
  • White House officials said the Web site's  Open for Questions portal , launched earlier this week, attracted some 92,928 users who submitted 104,111 questions and cast 3,606,658 votes for queries they wanted answered. Olds also said that  using Web 2.0 tools  is a way for a new generation of political leaders to reach out to an increasingly connected and technically savvy audience.
  • 从 4 月 18 日开始,著名的由艾美奖获得者 Kevin Wall 和美国前副总统 Al Gore 一起创办的关注气候变化网络 Live Earth 将联合陶氏化学( Dow )一起,在全世界超过 150 个国家举办“ 6 公里水资源慈善跑 ”活动。 6 公里这一数字代表了在世界上许多缺水地区,妇女和儿童们为了获取足够洁净而安全的生活用水需要每天跋涉的典型距离。不单止跑步,作为一次系列活动,还有音乐会、教育资源也整合其中,旨在激发一场全球性的解决水资源危机运动。 “ 通过获取 IP 地址的地理位置,我们能够马上为浏览者在地图上显示出他的所在地及其附近最近一段时间或将要进行的绿色活动,同时也会显示一个表单,列明不同区域的所有公益事件,”根据 Live Earth 的互动设计指导 Andy Sternberg 的介绍,“ Live Earth 一直有利用 Twitter , Facebook ,  MySpace 和 Youtube 以及其他社会网站,除此以外,我们还特别为本次水资源赛跑活动在 Facebook , Twitter 和 Orkut 开设了帐号,以使这一盛事能够在各地方社区及其他微观层面上得到更好地传播。”
  • 2009 年 8 月 19 日,由中华环境保护基金会、搜狐网联合发起的“绿光森林 · 我们的贡献”环保公益活动在北京启动。 搜狐白社会( )是面向白领人群推出的社区网站。搜狐白社会的社区用户在“绿光森林”中每种植一颗树,白社会就将拿出一角钱捐献给基金会;用户在使用“绿光森林”组件过程中,每邀请一名好友加入“绿光森林”植树,白社会就将拿出一元钱捐赠给基金会,作为植树造林的费用。 搜狐白社会“绿光森林”在不到5天的时间里已经种下了近 30 万棵“树苗”,通过开展网上植树造林倡导低碳生活方式,通过实际行动来践行环保理念,鼓励网友带动周边的朋友共同参与环保事业。 此次活动在全国范围内选择了内蒙古自治区库伦旗、辽宁省阜新蒙古族自治县、河北省丰宁满族自治县等三个森林覆被率均不足 30% 的区域,作为“绿光森林 · 我们的贡献”的实施地方。通过“绿光森林 · 我们的贡献”活动捐献的树苗将全部用于这三个区域的植树造林、防沙固水工程。 
  • 社区的成员可以透过这个软件工具随时地向网络中的其他成员发出即使的“作业”与需求,并能在第一时间找到有空愿意协作的成员。以这种灵活的方式大伙儿一块来完成 Leverage location and skills See a map of people and skills  to identify what you can make happen. Contact your leaders , your entire group, or target people by location. Mark out important locations and assignments  for your events ahead of time. Recruit more people Everyone already uses their mobile phones . It's easier and more personal to reach them on their phones than by email. Real world action . Reach a younger demographic  that uses mobile technology. Organize more effectively Watch who takes the lead  and learn who to empower for future events. Collect real-time information  from eyes and ears on the ground so you can quickly adjust your coordination. Evaluate what worked and what didn't . Groundcrew keeps a record of your events to inform future planning.
  • Case Study of Digital Media - Workshop for UNDP - Environment & Energy

    1. 1. Digital Media Workshops @ UNDP – Environment & Energy Session 2: Case Studies July 12, 2010
    2. 2. I. Disaster/ Crisis
    3. 3. Gulf Oil Spill
    4. 4. Qinghai Earthquake http://
    5. 5. II. Policy/ Governing
    6. 6. Government Database http:// /
    7. 7. Open for Questions http:// /
    8. 8. III. Grassroot NGO
    9. 9. Microfinance http://
    10. 10. IV. Community Mobilizing
    11. 11. Online SNS to Offline http:// /
    12. 12. Carrot Mob <ul><li>Consumer activism </li></ul><ul><li>Network of consumers </li></ul><ul><li>Businesses vs. socially responsibility </li></ul>http:// /
    13. 13. Location-based/ Mobile http:// /
    14. 14. V. Education http:// /
    15. 15. Summary <ul><li>Inform </li></ul><ul><li>Promote </li></ul><ul><li>Interact </li></ul><ul><li>Share </li></ul><ul><li>Collaborate </li></ul><ul><li>Consult </li></ul>Mobilize Empower
    16. 16. Homework <ul><li>Search for one digital media campaign initiated by UN agencies </li></ul><ul><li>Think about the following questions: </li></ul><ul><ul><li>What message is delivered? </li></ul></ul><ul><ul><li>Which group of people are targeted? </li></ul></ul><ul><ul><li>What platforms are used? </li></ul></ul><ul><ul><li>How’s the result? </li></ul></ul>
    17. 17. Reference <ul><li>5 个社会媒体上的地球日环保宣传活动 </li></ul><ul><li>A social map of the Gulf oil spill </li></ul><ul><li>Obama's Web 2.0 experiment draws 92,000 users </li></ul><ul><li>“ 绿光森林 · 我们的贡献”环保公益活动启动 </li></ul><ul><li>How do Web 2.0 technologies help environmental education? </li></ul>
    18. 18. About the Speaker <ul><li>Ma Jinxin (Yolanda) </li></ul><ul><ul><li>A Chinese freelancer based in Hong Kong. </li></ul></ul><ul><ul><li>Focusing on new media, digital marketing, and civil society development in China. </li></ul></ul><ul><li>Website: </li></ul><ul><li>Profile: LinkedIn </li></ul><ul><li>Contact: </li></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>MSN: [email_address] </li></ul></ul><ul><ul><li>QQ: 16253322 </li></ul></ul><ul><ul><li>Sina Weibo: 馬金馨 </li></ul></ul><ul><ul><li>Skype: </li></ul></ul>