Using data to accelerate the performance of donation hubs in the wake of the 2017 Mexico earthquake.

1. Converting donation centers
into civic innovation hubs.
@Huerto Roma Verde, Mexico 19s 2017
Emmanuel Flores Elias
emmanuel@co-deck.com
Converting donation centres into civic innovation hubs 2017

2. Converting donation centres into civic innovation hubs 2017
Partners
Co-Deck | Twitter Mexico | A.I. Applied| Infotec | Huerto Roma Verde

3. Converting donation centres into civic innovation hubs 2017
Mexico has experienced a strong digital transformation. The wide adoption of
mobile technologies and the heavy social media use have provided the Mexican
society with tools to solve social challenges, create higher political awareness
and promote stronger civic participation.

4. 88%
Own a mobile device
3+
Frequent social
platforms used
60%
Mobile penetration
2016
Source: IAB Business Report - Mexico 2017
Converting donation centres into civic innovation hubs 2017

5. Converting donation centres into civic innovation hubs 2017
But what is the value of social data in case of natural disasters?

6. Mexico Earthquake
19-09-2017
Facts Earthquake
7.1 magnitude
361 victims
7,000+ people injured
35,190 damaged or collapsed buildings
$725m economic losses
Converting donation centres into civic innovation hubs 2017

7. Facts Earthquake
5,257 people in 112 temporary shelters
230,000 people without electricity
439 rescuers from 13 countries
30+ activist groups active
countless volunteers helping
Converting donation centres into civic innovation hubs 2017
Mexico Earthquake
19-09-2017

8. Converting donation centres into civic innovation hubs 2017
In the wake of the 19s disaster, Co-Deck together with a group of hi-tech and
digital partners developed Plan of Action by mining large amounts of social data
and designing an offline solution for the donation hubs.

9. Challenges
Converting donation centres into civic innovation hubs 2017

10. Converting donation centres into civic innovation hubs 2017
Social Response
Users contact friends and family
to make sure they are safe.
Social channels saturated with
users searching for information.
Wake of Disaster
Spontaneous social mobilisation.
Citizens bring food, tools and
first-aid supplies to self-
organised donation hubs.
13:14 PM
Earthquake collapses buildings
and bring picnic to the citizens in
Mexico City

11. Converting donation centres into civic innovation hubs 2017
Social Response
Users contact friends and family
to make sure they are safe.
Social channels saturated with
users searching for information.
Wake of Disaster
Spontaneous social mobilisation.
Citizens bring food, tools and
first-aid supplies to self-
organised donation hubs.
13:14 PM
Earthquake collapses buildings
and bring picnic to the citizens in
Mexico City
Challenge
time and speed of
the events
Challenge
high volume of
unstructured social
data
Challenge
unorganised collection
and distribution of
donations and HR

12. Converting donation centres into civic innovation hubs 2017
Social Response
Users contact friends and family
to make sure they are safe.
Social channels saturated with
users searching for information.
Wake of Disaster
Spontaneous social mobilisation.
Citizens bring food, tools and
first-aid supplies to self-
organised donation hubs.
13:14 PM
Earthquake collapses buildings
and bring picnic to the citizens in
Mexico City
Challenge
time and speed of
the events
Challenge
high volume of
unstructured social
data
Challenge
unorganised collection
and distribution of
donations and HR
InventoriesSpeed Noise

13. Converting donation centres into civic innovation hubs 2017
Social Response
Users contact friends and family
to make sure they are safe.
Social channels saturated with
users searching for information.
Wake of Disaster
Spontaneous social mobilisation.
Citizens bring food, tools and
first-aid supplies to self-
organised donation hubs.
13:14 PM
Earthquake collapses buildings
and bring picnic to the citizens in
Mexico City
Challenge
time and speed of
the events
Challenge
high volume of
unstructured social
data
Challenge
unorganised collection
and distribution of
donations and HR
Time
72 Critical Hours

14. Challenges Online
Converting donation centres into civic innovation hubs 2017

15. Converting donation centres into civic innovation hubs 2017
With the use of custom-made data tools, we were capable to quickly monitor
social media, analyse the critical emergency trends and develop a service to
integrate the online and offline civic participation.

16. Converting donation centres into civic innovation hubs 2017
Our first task was to convert the overwhelming unstructured social data into
actionable information.

17. Converting donation centres into civic innovation hubs 2017

18. Converting donation centres into civic innovation hubs 2017
Step 1
Data mine the social channels to identify
message structures - words, hashtags
and topics-, sentiment and geolocation.

19. Converting donation centres into civic innovation hubs 2017
Step 2
Model a seed audience modelled by
correlations of sentiment, location and
use of language.

20. Converting donation centres into civic innovation hubs 2017
Step 3
Build lookalike audiences from smaller
segments to define targets and message
grids for potential donators.

21. Converting donation centres into civic innovation hubs 2017
Step 4
Accelerate the massive distribution of
messages by identifying influencers and
relevant volunteer networks.

22. Converting donation centres into civic innovation hubs 2017
Step 5
Create a communication grid with
variations per segment. Standards are
used to manage content lifecycles.

23. Converting donation centres into civic innovation hubs 2017
Step 5
Create a communication grid with
variations per segment. Standards are
used to manage content lifecycles.
Step 4
Accelerate the massive distribution of
messages by identifying influencers and
relevant volunteer networks.
Step 3
Build lookalike audiences from smaller
segments to define targets and message
grids for potential donators.
Step 2
Model a seed audience modelled by
correlations of sentiment, location and
use of language.
Step 1
Data mine the social channels to identify
message structures - words, hashtags
and topics-, sentiment and geolocation.

24. Converting donation centres into civic innovation hubs 2017
Using statistical and behavioural data allow us to direct better the donation
requests and flag old or deteriorated messages.
Our team kept the real-time social media monitoring in order to improve our
message grids.

25. Challenges Online Offline
Converting donation centres into civic innovation hubs 2017

26. Converting donation centres into civic innovation hubs 2017
Donation hubs were organised spontaneously during the wake of the
earthquake. It soon became clear that massive civic participation became a
management challenge.
Part of our team joined the Huerto Roma Verde hub to coordinate human
resources and bridge our data solutions to the real world.

27. Huerto Roma Verde
Facts Huerto Roma Verde
Founded in 2012
Integral project of Urban Sustainability
7 Pillars of Systemic Management
Built at a former ’85 earthquake damaged building
Converting donation centres into civic innovation hubs 2017

28. Converting donation centres into civic innovation hubs 2017

29. unstructured
databases
different
inventories
different
storehouses
confused
human resources
Converting donation centres into civic innovation hubs 2017

30. register
overview
request
verify
evaluate
authorise
who
where
when
donation
centralised
inventory
online request
management
distribution
network
Converting donation centres into civic innovation hubs 2017

31. register
overview
request
verify
evaluate
authorise
who
where
when
donation
centralised
inventory
online request
management
distribution
network
structured
database
structured ticket
format
consolidated
warehouse
audit online social
channels
standardize
format
monitor and unify
channels
verify
inventory
verify place
to deliver
verify distribution
itinerary
Converting donation centres into civic innovation hubs 2017

32. Converting donation centres into civic innovation hubs 2017

33. Converting donation centres into civic innovation hubs 2017
No
Yes
Is the
request internal or
external?
Is the item
available?
internal
Local Warehouse
Is the
item available
somewhere
else?
external
No
Yes
Is the
request internal or
external?
external
internal
delivery ticket
flag = #address
delivery
package
inventory
update
decline
valid?No Yesdecline
inventory
update
Inventory
Database
collect ticket
flag = #internal
delivery ticket
flag = #HRV
online request
ticket
flag = #HRV
flag = #amount
online request
local donation
online ticket
flag = #type
flag = #amount
online request
item request
inventory overview
item registration
Distribution
Network
local request

34. Converting donation centres into civic innovation hubs 2017

35. Challenges Online Offline Next Steps
Converting donation centres into civic innovation hubs 2017

36. Converting donation centres into civic innovation hubs 2017
Consolidation of a
partner ecosystem
We are currently collaborating with a range of
different partners to build a strong social
ecosystem - society, technology and
multidisciplinary research.
Our theme: creation of a social media policy in
case of natural disasters.

37. Converting donation centres into civic innovation hubs 2017
Continue our social
engagement
Together with HRV, Co-Deck is actively
promoting activities to build common
understanding about civic tech and digital
participation, and the role they play on better
emergency management.
Future natural disasters are not under control,
our behaviour in their wake is.

38. Converting donation centres into civic innovation hubs 2017
Hack social awareness
Think out of the ‘digital’ box. Using growth
hacking tactics, we are promoting a series of
digital civic initiatives to increase awareness on
natural disasters.
Our approach include micro-targeting niche
audiences, data mining, influencer marketing
and the use of unexploited social platforms for
disaster awareness like Instagram.

39. Converting donation centres into civic innovation hubs 2017
Creation of a
reconstruction pipeline
using blockchain
Recovery from a natural disaster requires
human and financial investment. In
collaboration with different tech communities,
we are co-designing a donation pipeline using
blockchain and one of the most trustworthy
cryptocurrencies, Monero.
Transparency first.

40. Converting donation centres into civic innovation hubs 2017
Thank you
@e_f_e

42. Converting donation centres into civic innovation hubs 2017
Hack social awareness
Think out of the ‘digital’ box. Using growth
hacking tactics, we are promoting a series of
digital civic initiatives to increase awareness on
natural disasters.
Our approach include micro-targeting niche
audiences, deep linking SEO, data mining and
mobile influencer marketing.