benefiting from
collaboration
and transparency
advantages of working with
people and utilising modern
communication tools
c...
By Tim Forrest, Head of Communications Planning at OMD
“The distinction between the past, present and future is only a stu...
the events that unfolded during the BP
oil crisis of 2010 made us question what
would happen if a public facing
organisati...
this fluid world
due to this we spent the summer of 2010
developing an alternative scenario based
on a combination of the c...
scenario planning is a method for learning about
the future by understanding the nature and
impact of the most uncertain a...
the thought processes involved in getting to the
scenario has the dual purpose of increasing
knowledge of the communicatio...
Advanced Energy Futures (AEF) is one of
the largest energy companies in the world
with 310.37 billion in revenue*, 94,100
...
18th – an AEF pipeline ruptures off the
coast of Alaska, backup equipment kicks in
and the risk of cataclysmic explosion is...
23rd – the crisis meeting is held at AEF
headquarters in Atlanta
Simon Davies, the recently hired CTO, argues that,
“From ...
27th – AEF seeks advice from Clarity Tank, a London
based firm with expertise in business and
communications strategy, on h...
1st – over a period of five weeks, a strategic
development programme is designed by Clarity Tank
in collaboration with AEF ...
the overall initiative is designed to establish full
understanding of the risks, opportunities,
implications and realities...
5th – the initiative will sculpture the media training for
spokespeople, including Bob Young, in order to ensure
future pu...
8th – Clarity Tank recommend to AEF that, in order to
be able to harness the belief and support of people
moving forward, ...
10th – the decision is made to gather a group of
influential people, including an AEF representative, for a
two-day worksho...
15th – news of the planned
collaborative meeting starts
trending on twitter with 132 blogs
covering the story in a positiv...
17th – a story appears in the New York Times written
by Susan Timon, a guest columnist from the
humanitarian site evry1.co...
5th – the workshop is a success
attendees include the U.S Secretary of State, CEO’s
of three global energy companies, lead...
a pledge by The Collective to drive initiatives benefiting
the environment is finalised for joint release via news
wires and...
6th – the US President, Marie
Montgomery states in a press
conference “The Secretary of
Homeland Security was present in a...
17th – there are over 4000 stories on the web about
The Collective
thousands of comments are left on hundreds of
forum boa...
20th – a blog post appears on a satirical comedy site
making a joke about AEF and The Collective mission
statement. within...
26th – the AEF mission
statement, supplemented
by The Collective pledge,
drives an up-lift for AEF’s
stock value of 19% ov...
27th – AEF distribute a company press
release regarding the stock valuation rise
they speak of being “Very pleased with th...
28th – the press release is
referenced across the main
news sites and featured in
broadsheets all over the world
the news ...
1st – to bring the new vision to life, and to
harness the power of the general public, AEF
launches a global crowd sourcin...
this manifests as SolvMachine, an interactive
website (www.SolvMachine.com), where
statements of intent and ideas for bett...
4th & 5th – Clarity Tank runs a two-
day workshop about crisis
management in communications at
the AEF New York office. the
...
13th – eight people from across AEF with links to
PR, Marketing, Business Development and
Technology are appointed as The ...
the role of The Interaction Team is to be
in conversations with the public, and to
manage the monitoring of conversations,...
15th – in accordance with the communication
crisis programme Clarity Tank creates a flag
system within the monitoring and r...
17th – crisis guidelines are created enabling AEF
to react appropriately in the event of issues
arising that could have a ...
19th – the AEF board work with
Clarity Tank to create a fast
sign-off process for orange
and red flags that circumvents
stan...
the sign-off process works as follows:
the orange flag process triggers enhanced
monitoring of discussions and feeds in posi...
20th – internal staff, external influencers and all
partners are informed and trained on how to alert
The Interaction Team t...
22nd – a wide scale press, TV,
poster, online and mobile
campaign for SolvMachine goes
live across multiple regions,
promo...
4th – downloads of the SolvMachine
widget reaches 368,000 in just under
5 weeks
the iPhone application is
recommended in a...
9th – the leading technology
review site, revwr.com, calls
SolvMachine:
“Perhaps the most important
application ever”
marc...
12th – by now, the organisations in
The Collective are running over 50
agreed initiatives in support of
the mandate
AEF is...
15th – Bob Young says on Sky News:
“The support of Governments throughout
the world has shown the validity in our
mandate....
5th – Bob Young has a vision to turn the crowd-
sourcing tool, SolvMachine, into a scenario
planning tool
with that in min...
to enable anyone in the world to
create, edit and share ideas that can
be fed into a scenario planning tool,
Young commiss...
25th – in support of the upgraded
SolvMachine, Planet of Quest,
Foundville and Seventh Life create
virtual doorways with s...
29th – the environmental, technological and
gaming community spread the news about
the platform tie-up across twitter
over...
1st – members of The Collective,
and the public, are making
voluntary weekly donations to
support the increasing number
of...
each idea is rated and a summary of
the top ten is published daily across
numerous websites
a full report is sent to The I...
2nd – a leading news site
publishes a weekly update
of the selected ideas and
distributed funds
other publishers pick this...
3rd – commentators express that
SolvMachine is now a multinational
response mechanism that pools
support from individuals ...
the US President, Marie Montgomery and UK
Prime Minister, Jack Brewer announce at a
joint press conference “We stand shoul...
6th – Pablo, a 13-year-old student in Mexico
sends a tweet about his daily battle to run a
wildlife sanctuary on his uncle...
7th – the tweet is distributed to The Collective
and one of the technology partners offers to
set up a short-code that allo...
8th – the story is picked up by Sky News who flies
a reporter to Mexico to interview Pablo
pictures of the boy showing the ...
5th – directions to the SolvMachine
have been seen within games by
millions of players. over a hundred
experts get involve...
12th – Bob Young says to Time
Magazine “We have been delighted
with the development and input into
SolvMachine. For us it ...
16th – Tom Ford, CEO of the Worldwide
Foundation of Wildlife Protection, confirms
Bob Young’s claim in a BBC interview wher...
18th – conversations about
SolvMachine are now taking place on
16 Facebook groups
major brands around the world are
also g...
20th – the main environmental blogs facilitate
around 3000 comments a day
most commentators are also adding insight
into S...
4th – the constant cycle of
monitoring continues, covering
internal developments, public
sentiment and the activities of
e...
7th – an issue grows online
the community is questioning
whether AEF is financially and
procedurally set up to action
any o...
The Interaction Team responds
immediately by publishing their
crisis and resource plan, adding:
“We welcome any collaborat...
20th – AEF announces its intention to close down the
Freshpool Skyline, an exploratory drilling rig in the Gulf
of Mexico,...
5th – the feedback leads to
AEF making some additional
investment in safety and
backup equipment that is
deployed in the a...
27th – AEF creates a digital wall of fame where the
names of the contributors and collaborators are
displayed (where permi...
20th – thousands of political,
economic, sociological and
technological scenarios have
been created by virtual teams
withi...
6th – a news story runs in one of the largest
American broadsheets, Today’s News, quoting a
research scientist Alvaro Sanc...
within an hour, three of the main
bloggers who have been covering The
Collective’s progress write a reply
proving Mr Sanch...
hundreds of supportive
comments have now been posted
the AEF Interaction Team update
their advancedenergyfutures.com
websi...
the Freshpool Skyline drilling rig
explodes off the Louisiana coast
in the Gulf of Mexico
oil starts leaking into the ocean...
The Interactive Team is
alerted of the crisis
and all stakeholders,
partners and
influencers are
informed
20th april 9.51pm...
due to SolvMachine, key
stakeholders are aware of the
potential consequences, and
the relevant solutions that
have been mo...
Bob Young rapidly hosts an online
webinar where he honestly explains the
situation, and what action is being taken
to mini...
relevant information is
instantly inputted into all
media assets of AEF and
The Collective
there are continuous, real-time...
over a thousand people start working
on new scenarios and solutions which
are instantly fed back into AEF and
partner comp...
all major social networking sites and
tools are immersed in support of AEF
and the collaborative efforts in finding
solution...
the partner energy companies provide
extra equipment to aid the relief effort
the US President maintains ongoing
dialogue w...
what is needed to find
a solution is in place
and the rest
became history…
22nd april 10.21am
this fluid world
Introduce	
  scenario	
  
other than publicly used platforms, all
characters, and or companies
appearing in this work, are...
so marks the end of our scenario
the thinking, approach and methodology within this document is part of
a range of solutio...
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benefiting from collaboration and transparency

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benefiting from collaboration and transparency: a scenario of how to win in a connected business world

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    1. 1. benefiting from collaboration and transparency advantages of working with people and utilising modern communication tools created by liri andersson and jonathan macdonald this fluid world
    2. 2. By Tim Forrest, Head of Communications Planning at OMD “The distinction between the past, present and future is only a stubbornly persistent illusion” [Einstein] When I read the social media and scenario whitepaper by this fluid world, it struck me that the cynic might say it is easy to be wise after the event, in this case that comment would not so much ring true as ring hollow this fluid world have to my mind very much envisioned the future by rewriting the past, one day at a time  The scale and scope of this highly engaging story is, when broken down to its component parts, an instructive manual for creating a process that conditions operational readiness for as yet undefined scenarios I don’t believe it is as important to anticipate a specific scenario, as to have a broad process in place for dealing with rising situations. The process that this paper articulates implies a good deal of change for many companies, and something of a leap of faith However, is it not the point of scenario planning to accept and anticipate future change both unknown and beyond control? – beyond control only if you expect to respond within the confines of what you historically have done It is therefore highly appropriate to end as I began with further wise words from Einstein. Insanity: doing the same thing over and over again and expecting different results   foreword this fluid world
    3. 3. the events that unfolded during the BP oil crisis of 2010 made us question what would happen if a public facing organisation, such as BP, had a different approach and attitude to positioning, collaboration, communication and transparency this fluid world
    4. 4. this fluid world due to this we spent the summer of 2010 developing an alternative scenario based on a combination of the changing communications world we live in, the thinking, tools and methodologies of this fluid world, and learnings from the BP case the tool used to arrive at our alternative scenario is known as scenario planning
    5. 5. scenario planning is a method for learning about the future by understanding the nature and impact of the most uncertain and important driving forces affecting our world scenario planning works under the assumption that the future can differ greatly from what we know today the purpose is to portray a variety of potential outcomes, or an ideal outcome, by applying a combination of trends, best practice and available resources in today's world this fluid world
    6. 6. the thought processes involved in getting to the scenario has the dual purpose of increasing knowledge of the communications environment, and to widen an organisation's perception of possible future events the end goal of designing a scenario is for an organisation to ask itself, “what do we need to do to be prepared for different outcomes, or what do we need to put in place for this ideal scenario to become reality?”. the answer is used in building strategies to manage a different picture of the future this fluid world
    7. 7. Advanced Energy Futures (AEF) is one of the largest energy companies in the world with 310.37 billion in revenue*, 94,100 employees*, and numerous oil wells and pipelines across the globe *Source: AEF Annual Report 2007 2008 this fluid world
    8. 8. 18th – an AEF pipeline ruptures off the coast of Alaska, backup equipment kicks in and the risk of cataclysmic explosion is avoided this raised a question internally as to AEF’s ability to respond to such a disaster due to this, a crisis meeting is scheduled september this fluid world
    9. 9. 23rd – the crisis meeting is held at AEF headquarters in Atlanta Simon Davies, the recently hired CTO, argues that, “From a communications perspective, the digitally interactive world of social media can magnify a crisis exponentially, and at an alarmingly fast speed” he suggests this requires AEF to learn and adapt to a new communications landscape in order to handle any potential communications crisis september this fluid world
    10. 10. 27th – AEF seeks advice from Clarity Tank, a London based firm with expertise in business and communications strategy, on how to harness social media and how to best handle a social media crisis the initiative is driven by Emma Baker, CMO of AEF and the meeting is attended by AEF’s CEO Bob Young, CTO Simon Davies, Head of PR Fiona Marshall and the Head of Engineering Stuart Fallows october this fluid world
    11. 11. 1st – over a period of five weeks, a strategic development programme is designed by Clarity Tank in collaboration with AEF stakeholders the programme is a combination of the consulting firm’s two core social media products; ‘use’ aimed at helping organisations create a social media strategy that achieves brand and business objectives, and ‘diffuse’ which ensures an organisation’s ability to address and resolve a social media crisis in a beneficial and timely way november this fluid world
    12. 12. the overall initiative is designed to establish full understanding of the risks, opportunities, implications and realities of social media, whilst also creating an improved communications and crisis management strategy november this fluid world
    13. 13. 5th – the initiative will sculpture the media training for spokespeople, including Bob Young, in order to ensure future public statements and reactions are suited to an age of rapid editing, publishing and sharing of information by official and unofficial sources november this fluid world
    14. 14. 8th – Clarity Tank recommend to AEF that, in order to be able to harness the belief and support of people moving forward, AEF needs to be relevant to the general public Clarity Tank suggests that the most powerful way to do this is for AEF to stand for something that people can identify with, and to, in a collaborative way, define a clear and relevant external purpose reflecting this november this fluid world
    15. 15. 10th – the decision is made to gather a group of influential people, including an AEF representative, for a two-day workshop facilitated by Clarity Tank at a neutral location in London the purpose of the workshop is to create a pledge of combined activity and direction moving forward, in addition to defining a new mission statement for AEF; one that is closely in line with the organisations environmental position moving forward a short-list of potential attendees is created and invites sent out november this fluid world
    16. 16. 15th – news of the planned collaborative meeting starts trending on twitter with 132 blogs covering the story in a positive way influential environmental blogger Steven Henshaw writes “It seems like AEF has made it their mission to work with others to enable combined thinking” november this fluid world
    17. 17. 17th – a story appears in the New York Times written by Susan Timon, a guest columnist from the humanitarian site evry1.com, discussing the invitation she received three days prior Susan calls AEF “Brave and forward-thinking” and pledges “Full support for an open discussion of mutual benefit” november this fluid world
    18. 18. 5th – the workshop is a success attendees include the U.S Secretary of State, CEO’s of three global energy companies, leaders of the largest environmental organisations, eminent research scientists, key journalists and bloggers along with technology experts from all over the world the group is named The Collective december this fluid world
    19. 19. a pledge by The Collective to drive initiatives benefiting the environment is finalised for joint release via news wires and communities by the morning AEF’s mission statement is agreed as being “To collaborate with the goal of providing the best energy sources for the world, whilst protecting and bettering the environment” december this fluid world
    20. 20. 6th – the US President, Marie Montgomery states in a press conference “The Secretary of Homeland Security was present in a meeting of minds” and that “I am pledging my full support to the efforts of The Collective with whom we are proudly involved” december this fluid world
    21. 21. 17th – there are over 4000 stories on the web about The Collective thousands of comments are left on hundreds of forum boards the main news headlines are all positive, one carrying the headline “AEF & Friends become The Collective - a mission without ego” december this fluid world
    22. 22. 20th – a blog post appears on a satirical comedy site making a joke about AEF and The Collective mission statement. within a few hours 441 comments are made in support of the AEF approach the original satire is drowned in positivity, and quickly forgotten about december this fluid world
    23. 23. 26th – the AEF mission statement, supplemented by The Collective pledge, drives an up-lift for AEF’s stock value of 19% over the course of 18 days January 2009 this fluid world
    24. 24. 27th – AEF distribute a company press release regarding the stock valuation rise they speak of being “Very pleased with the growth” but maintain that “The added value in the company is also for reimbursement into the efforts and solutions we are collectively working on to ensure we can find more sustainable energy sources and protect our environment - everyone needs to benefit from this success” january this fluid world
    25. 25. 28th – the press release is referenced across the main news sites and featured in broadsheets all over the world the news programmes concentrate on AEF's intention to share the benefit the stock continues to grow in value january this fluid world
    26. 26. 1st – to bring the new vision to life, and to harness the power of the general public, AEF launches a global crowd sourcing initiative orchestrated by Clarity Tank the goal is to outreach for ideas, suggestions, technologies and research with the intention to act as a global resource and discussion around energy, the environment and people's lives february this fluid world
    27. 27. this manifests as SolvMachine, an interactive website (www.SolvMachine.com), where statements of intent and ideas for bettering energy sources and environmental initiatives, can be registered by professional and amateur collaborators all over the world a desktop widget is also released along with an iPhone, Android and Java application enabling people to create, edit and share ideas relating to energy and the environment february this fluid world
    28. 28. 4th & 5th – Clarity Tank runs a two- day workshop about crisis management in communications at the AEF New York office. the workshop is attended by key internal stakeholders it is agreed that a core team be created, and trained, to rapidly deploy prepared strategies in the event of a disaster february this fluid world
    29. 29. 13th – eight people from across AEF with links to PR, Marketing, Business Development and Technology are appointed as The Interaction Team a virtual situation room is created by Clarity Tank in a secure shared online space incorporating monitoring tools, video calling, document storage and reporting software february this fluid world
    30. 30. the role of The Interaction Team is to be in conversations with the public, and to manage the monitoring of conversations, in order to feed back into the rest of the organisation through the virtual situation room february this fluid world
    31. 31. 15th – in accordance with the communication crisis programme Clarity Tank creates a flag system within the monitoring and reporting dashboard the system flags real-time levels of sentiment, inaccurate or overtly critical statements on the dashboard screen a red flag indicates urgent action, orange a mild issue and a green flag indicates positivity february this fluid world
    32. 32. 17th – crisis guidelines are created enabling AEF to react appropriately in the event of issues arising that could have a negative impact on AEF, or any of the initiatives it is associated with these guidelines include direction on the most suitable tone of voice, blog responses, press releases and communication with partners and stakeholders in the event of a crisis february this fluid world
    33. 33. 19th – the AEF board work with Clarity Tank to create a fast sign-off process for orange and red flags that circumvents standard procedure february this fluid world
    34. 34. the sign-off process works as follows: the orange flag process triggers enhanced monitoring of discussions and feeds in positive messaging from influencers the red flag process is in six steps that take as little as six hours in total to complete 1. red flag identified 2. the Interaction Team are alerted 3. red flag cross-matched with crisis guidelines 4. adjustment of pre-designed communication 5. action authorised 6. action deployed february this fluid world
    35. 35. 20th – internal staff, external influencers and all partners are informed and trained on how to alert The Interaction Team to situations this is termed The Interaction Protocol february this fluid world
    36. 36. 22nd – a wide scale press, TV, poster, online and mobile campaign for SolvMachine goes live across multiple regions, promoting the unilateral initiative and urging people to get involved with the tag line: “We’re all in this together” calls to action lead to SolvMachine’s website, and an SMS short-code enables people to either download the application or register for text alerts february this fluid world
    37. 37. 4th – downloads of the SolvMachine widget reaches 368,000 in just under 5 weeks the iPhone application is recommended in a tweet by the famous comedian, Peter Tuck, to 1.5 million followers. thousands retweet, reaching over 50 million users within 48 hours, the SolvMachine application reaches 1 million downloads across all platforms march this fluid world
    38. 38. 9th – the leading technology review site, revwr.com, calls SolvMachine: “Perhaps the most important application ever” march this fluid world
    39. 39. 12th – by now, the organisations in The Collective are running over 50 agreed initiatives in support of the mandate AEF is attached to each one as a sponsor and runs ten key initiatives of its own march this fluid world
    40. 40. 15th – Bob Young says on Sky News: “The support of Governments throughout the world has shown the validity in our mandate. We will continue to endorse initiatives that propel this forward and embrace the close working relationship we have with the political, environmental, scientific and technological partners, combined with the general public” april this fluid world
    41. 41. 5th – Bob Young has a vision to turn the crowd- sourcing tool, SolvMachine, into a scenario planning tool with that in mind, Young introduces two new stakeholders to the consortium: Evy Akolley from Onsidia and Joan Madeski from Palo Alto's Institute for Generations may this fluid world
    42. 42. to enable anyone in the world to create, edit and share ideas that can be fed into a scenario planning tool, Young commissions an effort to combine SolvMachine with Akolley’s crowd-sourcing site and Madeski’s problem-solving games the goal being to find energy sources and protect the planet, in addition to preparing for any potential accident that could lead to an environmental disaster may this fluid world
    43. 43. 25th – in support of the upgraded SolvMachine, Planet of Quest, Foundville and Seventh Life create virtual doorways with signposts directing people into SolvMachine as an extension to their platforms may this fluid world
    44. 44. 29th – the environmental, technological and gaming community spread the news about the platform tie-up across twitter over 12,000 developers download the API code, enabling them to build on the platform, whilst 27 major bloggers and journalists take screen grabs and write about the seamless user experience may this fluid world
    45. 45. 1st – members of The Collective, and the public, are making voluntary weekly donations to support the increasing number of initiatives the people involved in generating the top ten ideas are rewarded by being able to assign a proportion of the donation to a charity of their choice june this fluid world
    46. 46. each idea is rated and a summary of the top ten is published daily across numerous websites a full report is sent to The Interaction Team at AEF for analysis. the content, with comments, is re-published on the AEF site: advancedenergyfutures.com june this fluid world
    47. 47. 2nd – a leading news site publishes a weekly update of the selected ideas and distributed funds other publishers pick this up and decide to link the reported progress to related stories involving the selected charities june this fluid world
    48. 48. 3rd – commentators express that SolvMachine is now a multinational response mechanism that pools support from individuals and organisations to solve scenarios together within SolvMachine, The Interaction Protocol is merged with the crisis guidelines to ensure full understanding of how SolvMachine can be used june this fluid world
    49. 49. the US President, Marie Montgomery and UK Prime Minister, Jack Brewer announce at a joint press conference “We stand shoulder to shoulder with the AEF and The Collective. 21 Global leaders, ourselves included, are now interacting with SolvMachine to ensure we are up to speed with the ideas, creations and methodologies of all contributors and collaborators.” june this fluid world
    50. 50. 6th – Pablo, a 13-year-old student in Mexico sends a tweet about his daily battle to run a wildlife sanctuary on his uncle’s ranch, close to Rio Gande, where he seeks to protect 'at risk' animals from the elements he adds several hashtags, including #AEF and #SolvMachine, to the tweet this activity is immediately picked up by The Interaction Team on their twitter stream june this fluid world
    51. 51. 7th – the tweet is distributed to The Collective and one of the technology partners offers to set up a short-code that allows people to donate by sending an SMS by the following day, the short-code is being distributed all over twitter and donations rapidly increase june this fluid world
    52. 52. 8th – the story is picked up by Sky News who flies a reporter to Mexico to interview Pablo pictures of the boy showing the reporter around the wildlife sanctuary, describing what he is planning to do with the donations, are broadcasted all over the world Pablo is quoted as saying “Large corporations can really make a positive difference – thank you for all your support!” june this fluid world
    53. 53. 5th – directions to the SolvMachine have been seen within games by millions of players. over a hundred experts get involved, on a daily basis, in the discussion and modelling of the best collaborative ideas, solutions and missions each one is rated, and a shortlist summary of the top ten is published daily – this is sent in full to The Interaction Team at AEF july this fluid world
    54. 54. 12th – Bob Young says to Time Magazine “We have been delighted with the development and input into SolvMachine. For us it is built into everyday business, but I am told by many other organisations that this is fast becoming a scenario planning tool they can use in collaboration with the wisdom of the crowds to solve environmental and energy issues” july this fluid world
    55. 55. 16th – Tom Ford, CEO of the Worldwide Foundation of Wildlife Protection, confirms Bob Young’s claim in a BBC interview where he states: “SolvMachine enables us to assess and prioritise the top initiatives to consider in terms of wildlife protection in all continents. old and new activists, researchers and scientists are encouraged to help out” Ford finishes with The Collective’s slogan; “We’re all in this together” july this fluid world
    56. 56. 18th – conversations about SolvMachine are now taking place on 16 Facebook groups major brands around the world are also getting involved creating their own platforms; among them the American Access ‘Open Place’, the Erolssin ‘Thinking Forward’ site and in the HBM ‘Smarter Universe’ community july this fluid world
    57. 57. 20th – the main environmental blogs facilitate around 3000 comments a day most commentators are also adding insight into SolvMachine and act as self-appointed moderators and quality control officers by ensuring negative, slanderous or illegitimate content is removed new findings are published, tweeted, discussed whilst being monitored and interacted with by The Interaction Team july this fluid world
    58. 58. 4th – the constant cycle of monitoring continues, covering internal developments, public sentiment and the activities of environmental organisations, bloggers and other influencers august this fluid world
    59. 59. 7th – an issue grows online the community is questioning whether AEF is financially and procedurally set up to action any of the scenarios from SolvMachine, threatening its credibility this is raised as an orange flag august this fluid world
    60. 60. The Interaction Team responds immediately by publishing their crisis and resource plan, adding: “We welcome any collaborators willing to help implement scenarios with us to change their profile setting to ‘willing collaborator’, we will then involve them in future conversations about existing and new projects we can work on together” august this fluid world
    61. 61. 20th – AEF announces its intention to close down the Freshpool Skyline, an exploratory drilling rig in the Gulf of Mexico, with a view to open it soon after as a commercial well technical and strategic information of the well, and its surroundings, are fed into the SolvMachine scenario modelling commences by ad hoc teams in order to detect any possible issues with the plan september this fluid world
    62. 62. 5th – the feedback leads to AEF making some additional investment in safety and backup equipment that is deployed in the areas identified in the scenarios october this fluid world
    63. 63. 27th – AEF creates a digital wall of fame where the names of the contributors and collaborators are displayed (where permission has been granted), as a symbolic representation of cooperation from Times Square in New York, to the Reuters Building in Canary Wharf and the N Building in Tokyo, there is a constant ticker of contributors and collaborators for the world to see and celebrate january this fluid world
    64. 64. 20th – thousands of political, economic, sociological and technological scenarios have been created by virtual teams within SolvMachine february this fluid world
    65. 65. 6th – a news story runs in one of the largest American broadsheets, Today’s News, quoting a research scientist Alvaro Sanchez, who claims that “AEF is hardly involved in any of the collaborative work, they seem to want the glory without actually getting involved” due to the wide influence Sanchez has, this is a red flag march this fluid world
    66. 66. within an hour, three of the main bloggers who have been covering The Collective’s progress write a reply proving Mr Sanchez wrong they correct the false information by discussing key projects and initiatives driven by AEF, in addition to the collaborative progress made to date march this fluid world
    67. 67. hundreds of supportive comments have now been posted the AEF Interaction Team update their advancedenergyfutures.com website with a live feed of the story and ongoing comments march this fluid world
    68. 68. the Freshpool Skyline drilling rig explodes off the Louisiana coast in the Gulf of Mexico oil starts leaking into the ocean 20th april 9.46pm this fluid world
    69. 69. The Interactive Team is alerted of the crisis and all stakeholders, partners and influencers are informed 20th april 9.51pm this fluid world
    70. 70. due to SolvMachine, key stakeholders are aware of the potential consequences, and the relevant solutions that have been modelled that could add value in addressing the crisis 20th april 10.11pm this fluid world
    71. 71. Bob Young rapidly hosts an online webinar where he honestly explains the situation, and what action is being taken to minimise damage this is broadcasted by all major news channels across the world 20th april 10.55pm this fluid world
    72. 72. relevant information is instantly inputted into all media assets of AEF and The Collective there are continuous, real-time updates to all stakeholders 20th april 11.22pm this fluid world
    73. 73. over a thousand people start working on new scenarios and solutions which are instantly fed back into AEF and partner companies 20th april 11.24pm this fluid world
    74. 74. all major social networking sites and tools are immersed in support of AEF and the collaborative efforts in finding solutions this combines the thinking of competitive energy companies, environmentalists, scientists, legislators, politicians, bloggers, journalists and the general public 20th april 11.44pm this fluid world
    75. 75. the partner energy companies provide extra equipment to aid the relief effort the US President maintains ongoing dialogue with The Interaction Team and The Collective 21st april 6.46am this fluid world
    76. 76. what is needed to find a solution is in place and the rest became history… 22nd april 10.21am this fluid world
    77. 77. Introduce  scenario   other than publicly used platforms, all characters, and or companies appearing in this work, are fictitious. any resemblance to real persons, living or dead, is purely coincidental this fluid world
    78. 78. so marks the end of our scenario the thinking, approach and methodology within this document is part of a range of solutions provided (in real life) by this fluid world the scenario was built upon the principles of our advanced scenario planning service, called ‘asp’ – for more detail visit: www.thisfluidworld.com/asp.html the social media components were built upon the principles of our social media protocol services ‘use’ and ‘diffuse’ – for more detail visit: www.thisfluidworld.com/use.html www.thisfluidworld.com/diffuse.html if you would like to discuss this further, please contact: liri andersson liri@thisfluidworld.com jonathan macdonald jonathan@thisfluidworld.com this fluid world

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