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Digital Media Workshops @UNDP – Environment & Energy

Session 1: Introduction

July 5, 2010

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What is Digital Media

1.0 Vs. 2.0

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Web 2.0

Open &

Equal

Share &

Comm.

Defn. from Wikipedia: commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the web.

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Popular Platforms: U.S. vs CN• Blogs• Micro-blogs• Social networks• Professional networks• Video sharing• Photo sharing• Social bookmarking• Wikis• RSS• Social news

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Web Development Timeline

Source: http://thepaisano.files.wordpress.com

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Why Digital Media

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Reasons• Large audience

– 176 million social media users in China• Low cost

– Free to set up accounts• Flexibility

– Easy to test alternative campaign strategies• Public needs

– Various non-profit organizations have started social media campaign and get positive feedback

• Encouraged by UNDP Comm. Unit in N.Y.– Clear guidance, technical support and focal point

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What does UNDP has now?

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Problems?

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Weakness• Communications with general public?

• Public recognition of EE team actions and achievements?

• Internal communication?

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Successful Cases Analysis•Fans: 517 000 + •Starting date:

•July, 2009•Frequency:

•update daily•Content:

•Knowledge sharing•Celebrity letter•Event promotion•Event photos•UNEP news

•Management:•By Comm office•From headquarter•Cooperated with RR

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Other Platforms?

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Sina Microblog

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Mapping

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More to be discussed …

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Homework• WWF-China• Greenpeace-China• Friends of Nature 自然之友• Wild Aid China 野生救援协会

• Any other environmental organizations/ UNDP’s partners– What are they doing?– How they are utilizing web 2.0 tools?– How can those tools applied to UNDP/EE communications?

• Next time: Case Studies

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Reference• UNDP and Social Media, Communications Unit in New York, http://

www.undp.org/comtoolkit/web/socialmedia.shtml • 2009 年国内 SNS 网站用户特性研究分析报告 , 大度博策 ,

http://www.techweb.com.cn/special/zt/sns09/index.shtml

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About the Speaker• Ma Jinxin (Yolanda)

– A Chinese freelancer based in Hong Kong.– Focusing on new media, digital marketing, and civil society devel

opment in China.

• Website: http://majinxin.com • Profile: LinkedIn• Contact:

– Email: Majinxin.cn@gmail.com– MSN: jinxin.ma@live.cn – QQ: 16253322– Sina Weibo: 馬金馨 – Skype: majinxin.cn