Now and again you can find Nonn Panitvong floating facedown in rivers and lakes. Peering intently into the murky waters through his snorkeling mask, the Thai taxonomist is there to observe the behaviors of various freshwater fish species. At other times you can find him in limestone caves. With a flashlight in hand or strapped to his helmet, he scouts around for rare species of karst-dwelling geckos. He looks ... like a businessman, which is what he is: Nonn runs his familys sugar-cane mill conglomerate. Yet hes also among Thailands most intrepid naturalists. Recognized as a biodiversity hero by the Association of Southeast Asian Nations ... Nonn has been a relentless popularizer of his homelands rich biodiversity, partly through his Siamensis.org website. A comprehensive database with some 20,000 members, the site has nurtured a form of crowdsourced ecology. It allows Thai nature lovers from all walks of life to pool their knowledge about often overlooked species, from snakes to dragonflies. Via social media Nonn has been inviting lay nature lovers and trained biologists alike to act as volunteer nature-watchers for neglected areas. The members of his platforms are also keeping an eye on the spread of invasive species. We want to generate and spread knowledge, Nonn says. One of our main themes is If you dont know it, you wont love it. In the end, people will conserve only what they value and love.