The Yes Men and Greenpeace collaborated on a campaign to raise awareness of Shell's Arctic drilling by creating a fake pro-drilling website and social media accounts for Shell that promoted Arctic drilling; this caused initial confusion by appearing legitimate until people realized Shell was not actually behind it, though it brought attention to environmental concerns around Shell's activities. The document provides analysis of how the campaign was executed across different online channels and its impact on Shell's brand and reputation.
The Revolution will not be Televised...but if you're lucky, it'll be memed.Tara Hunt
I gave this presentation at CTAM Canada's annual gathering at Corus HQ in Toronto on June 20th. I think it's safe to say that it was a bit...um...controversial.
In order to prepare for this talk, I poured over mutiple reports and studies about the state of the Canadian Media and Entertainment industry. These reports included a lot of hand-wringing over online and American VOD services (Neflix, etc), but really discounted "User-Uploaded Video" (or "User-Generated Content") as largely irrelevant (except for the CRTC, who seems to want to regulate and tax creators).
So...that's what I focused on in here: UGC, including Creators (and online influencers), remix/mashup culture, stans/super fans, and social media content in general.
Three points where I think the audience winced:
1. with the enormous growth in available content, we are seeing a huge appetite for diverse stories - we don't need any more content aimed at white people.
2. the biggest competitors for attention are your own audience, who are no longer "consumers"...they are creators. And there are many of them and growing.
3. stop worrying about people stealing your content. Content isn't where the value lies. Attention is where the value lies. You should be encouraging them to steal! It's free marketing!
I guess I can understand why my message was a little controversial, but I want to help, not hurt.
2nd time at uploading this and trying to avoid the weird embed problems that pulled some old formatted slides through.
Slides used on the Level 3 new media module at Sunderland. Looks at the intersection of social media and gamification. This session build on the session from last week about games and photography.
Design inspiration: Sebastian Deterding
Presentation to the American Camp Association-Chesapeake section to frame up a half-day workshop on how to use social media (including Facebook, blogs, Twitter and YouTube) to market summer camps.
Stop Saying Viral - A Case for Spreadable MediaEva Hasson
This is a presentation about viral media. It was prepared as a workshop and draws heavily on the writings of people like:FARIS YAKOB, BUD CADDELL, MIKE ARAUZ, HELGE TENNO, HENRY JENKINS & ANA DOMB, NOUVE INTERPLAY and others. It essentially makes a case for the adoption of the term "spreadable media" when referring to viral. To know why, you will have to read on.
The Revolution will not be Televised...but if you're lucky, it'll be memed.Tara Hunt
I gave this presentation at CTAM Canada's annual gathering at Corus HQ in Toronto on June 20th. I think it's safe to say that it was a bit...um...controversial.
In order to prepare for this talk, I poured over mutiple reports and studies about the state of the Canadian Media and Entertainment industry. These reports included a lot of hand-wringing over online and American VOD services (Neflix, etc), but really discounted "User-Uploaded Video" (or "User-Generated Content") as largely irrelevant (except for the CRTC, who seems to want to regulate and tax creators).
So...that's what I focused on in here: UGC, including Creators (and online influencers), remix/mashup culture, stans/super fans, and social media content in general.
Three points where I think the audience winced:
1. with the enormous growth in available content, we are seeing a huge appetite for diverse stories - we don't need any more content aimed at white people.
2. the biggest competitors for attention are your own audience, who are no longer "consumers"...they are creators. And there are many of them and growing.
3. stop worrying about people stealing your content. Content isn't where the value lies. Attention is where the value lies. You should be encouraging them to steal! It's free marketing!
I guess I can understand why my message was a little controversial, but I want to help, not hurt.
2nd time at uploading this and trying to avoid the weird embed problems that pulled some old formatted slides through.
Slides used on the Level 3 new media module at Sunderland. Looks at the intersection of social media and gamification. This session build on the session from last week about games and photography.
Design inspiration: Sebastian Deterding
Presentation to the American Camp Association-Chesapeake section to frame up a half-day workshop on how to use social media (including Facebook, blogs, Twitter and YouTube) to market summer camps.
Stop Saying Viral - A Case for Spreadable MediaEva Hasson
This is a presentation about viral media. It was prepared as a workshop and draws heavily on the writings of people like:FARIS YAKOB, BUD CADDELL, MIKE ARAUZ, HELGE TENNO, HENRY JENKINS & ANA DOMB, NOUVE INTERPLAY and others. It essentially makes a case for the adoption of the term "spreadable media" when referring to viral. To know why, you will have to read on.
Social media broke marketing. But in a good way. It created engaged, informed customers who quickly figured out they could learn more from each other than from the websites of corporations trying to market to them. Marketers reacted with fear by shoe-horning their old methods into shiny new channels; pouring millions into unidirectional, broadcast Facebook pages and stagnant Twitter feeds. Now marketing has broken social media. How did we manage to get it so completely wrong and what can we do to fix it?
Main Presentation Slides from the #iprevent San Diego Conference - April 20-2...LEAD
Developed by LEAD, in partnership with Live4Lali, this conference series features inspiring speakers who engage participants with innovative ideas and real-world solutions to substance use, abuse and overdose.
2016 was a ‘meme-ntous’ year. Memes saw people round the world pretend to be mannequins, they impacted the US presidential election, and nearly led the UK government to name a ship “Boaty McBoatface”.
Memes are nothing new: they have been a staple of culture and communications for thousands of years. What is new is the speed with which memes are created, adapted, and spread around the world via social media.
Today, Internet memes are being used to great effect by brands, third-sector organisations and political movements (from the “alt-right” to their far-left alternatives). Opportunities abound for entities who use them well. If you work in communications you need to understand where Internet memes come from, how they work, and how you can use them. This report answers those questions. Enjoy it and get in touch with queries.
This was originally presented as the closing keynote at the APPA National Conference in Chicago on July 27, 2011. For more information, please check out http://www.nickwestergaard.com
Go Viral on the Social Web: The Definitive How-To guide!XPLAIN
Creating a Viral Content success story has no recipe. It has a lot of variables, not all of which can be controlled by a Brand. However, this deck offers you the ideal How-To approach in creating tasteful, inspired Content that will help your message stand out from the information noise on Social Web and make people eager to share it around.
What makes content go viral? The answer might surprise you. There are 7 things that make content go viral. Use just one and you'll find that you can start getting more traffic - the right traffic - to your website.
Want more content like this? I suggest you sign up to the email list and get a free ebook on how to get your first 5,000 subscribers.
Sign up here: http://socialtriggers.com
Unleashing The Tribe: small passionate communitiesEwan McIntosh
25 minutes on the moves in the 'real world' and how they have an impact on learning.
Made at the Tipperary Institute's Education futures event.
May 2008
More on my blog: http://edu.blogs.com
and contact details on my website: http://www.ewanmcintosh.com
Slide deck to support my talk at Brand Camp Boston. From the program:
Although @Pistachio's crazy "Cinderella Story" trip from homebound mom of 2 kids under 2 to female CEO of VC-backed startup oneforty.com (acquired by HubSpot) would be hard to reproduce, the personal branding lessons are universal. Put your unique self out there in service of others and others will promote your work. Now an Inbound Marketing Evangelist for HubSpot, Fitton will explain how to apply the lessons of inbound marketing to your personal brand. Learn to do well by doing good, having fun and being a really authentic version of your professional self.
Move the Needle: How to activate your supportersJD Lasica
A presentation on how to mobilize your cause, whether you work at a nonprofit, business or social change organization. Included: a look at successful advocacy campaigns; a 12-step guide to mobilizing support, and a look at some useful tools.
Five of the best PR campaigns from 2016 | Behind the headlines: getting your ...CharityComms
Ruta Sudmantaite, business development manager - charity Sector, Mynewsdesk UK
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Everything is NOT awesome: how Greenpeace made the headlines using creative v...CharityComms
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Social media broke marketing. But in a good way. It created engaged, informed customers who quickly figured out they could learn more from each other than from the websites of corporations trying to market to them. Marketers reacted with fear by shoe-horning their old methods into shiny new channels; pouring millions into unidirectional, broadcast Facebook pages and stagnant Twitter feeds. Now marketing has broken social media. How did we manage to get it so completely wrong and what can we do to fix it?
Main Presentation Slides from the #iprevent San Diego Conference - April 20-2...LEAD
Developed by LEAD, in partnership with Live4Lali, this conference series features inspiring speakers who engage participants with innovative ideas and real-world solutions to substance use, abuse and overdose.
2016 was a ‘meme-ntous’ year. Memes saw people round the world pretend to be mannequins, they impacted the US presidential election, and nearly led the UK government to name a ship “Boaty McBoatface”.
Memes are nothing new: they have been a staple of culture and communications for thousands of years. What is new is the speed with which memes are created, adapted, and spread around the world via social media.
Today, Internet memes are being used to great effect by brands, third-sector organisations and political movements (from the “alt-right” to their far-left alternatives). Opportunities abound for entities who use them well. If you work in communications you need to understand where Internet memes come from, how they work, and how you can use them. This report answers those questions. Enjoy it and get in touch with queries.
This was originally presented as the closing keynote at the APPA National Conference in Chicago on July 27, 2011. For more information, please check out http://www.nickwestergaard.com
Go Viral on the Social Web: The Definitive How-To guide!XPLAIN
Creating a Viral Content success story has no recipe. It has a lot of variables, not all of which can be controlled by a Brand. However, this deck offers you the ideal How-To approach in creating tasteful, inspired Content that will help your message stand out from the information noise on Social Web and make people eager to share it around.
What makes content go viral? The answer might surprise you. There are 7 things that make content go viral. Use just one and you'll find that you can start getting more traffic - the right traffic - to your website.
Want more content like this? I suggest you sign up to the email list and get a free ebook on how to get your first 5,000 subscribers.
Sign up here: http://socialtriggers.com
Unleashing The Tribe: small passionate communitiesEwan McIntosh
25 minutes on the moves in the 'real world' and how they have an impact on learning.
Made at the Tipperary Institute's Education futures event.
May 2008
More on my blog: http://edu.blogs.com
and contact details on my website: http://www.ewanmcintosh.com
Slide deck to support my talk at Brand Camp Boston. From the program:
Although @Pistachio's crazy "Cinderella Story" trip from homebound mom of 2 kids under 2 to female CEO of VC-backed startup oneforty.com (acquired by HubSpot) would be hard to reproduce, the personal branding lessons are universal. Put your unique self out there in service of others and others will promote your work. Now an Inbound Marketing Evangelist for HubSpot, Fitton will explain how to apply the lessons of inbound marketing to your personal brand. Learn to do well by doing good, having fun and being a really authentic version of your professional self.
Move the Needle: How to activate your supportersJD Lasica
A presentation on how to mobilize your cause, whether you work at a nonprofit, business or social change organization. Included: a look at successful advocacy campaigns; a 12-step guide to mobilizing support, and a look at some useful tools.
Five of the best PR campaigns from 2016 | Behind the headlines: getting your ...CharityComms
Ruta Sudmantaite, business development manager - charity Sector, Mynewsdesk UK
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Everything is NOT awesome: how Greenpeace made the headlines using creative v...CharityComms
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Media Monitors analysed opinion expressed in the media on the Singapore Budget 2012 between Friday, 17 February 2012 (the date of the announcement) and Wednesday, 22 February 2012 in Singapore-based print media, blogs and forums monitored by Media Monitors.
This report is also a Media Monitors’ initiative to create awareness on the influence of media as well as provide insights into the all-media analysis’ findings to the sentiments around the announcement.
#MediaInsights Report
Evolving sources of news for media - A Study
Digital and social media have been prominent buzzwords in the communications business, where professionals are increasingly leveraging interactive tools to gather information and communicate with more targeted and global audiences. The impact of the virtual world has penetrated the macrocosm that is the Indian media. The Media Insights report, conducted by multidisciplinary communications firm 20:20 MSL in collaboration with the Indian Institute of Mass Communications, sheds light on the spark behind the ideation and execution of a journalist’s story in the present-day scenario. The report is based on one-on-one interviews conducted with a stratified sample of 309 journalists from regional and national publications across the country.
The report reveals the growing redundancy of the one-time star of the communications world – the press release. The waning interest in the standard-format, and now mundane, document stems from a clutter of corporate news releases that media outposts are faced with on a daily basis. Additionally, a common sentiment that journalists have expressed is the need for first-hand fact-checking before their stories are filed. This is precisely the need that social networks fulfill. Even while adherence to convention may be the risk-free way to go, what communications professionals must understand is the scope for successful storytelling and message delivery through a social interface that empowers users to exchange content and facilitate meaningful conversations and actions.
Social media in relation to higher educationSteven Verjans
Slideshow from a seminar held at Stockholm's Knowledge Foundation (http://www.kks.se) on December 12th 2012. The topic dealt with social media for use with online/blended learners and for developing novel work-placed learning curricula and courses.
I would like to acknowledge the kind support of Stockholm University's Department of Computer and Information Research (http://dsv.su.se/) in the organisation of this seminar.
How to tell your story in noisy digital worldRichard Meyer
The incredible brand awareness and bottom-line profits achievable through social media marketing require hustle, heart, sincerity, constant engagement, long-term commitment, and most of all, artful and strategic storytelling.
Here's the presentation JD Lasica will deliver May 3, 2012, at the Women's Funding Network in Los Angeles, including tips on how to use social media on the cheap for organizations with small budgets.
Ben, Kristen and I presented the basics of social media to the Shawnee Chamber of Commerce. These are our slides - the last bit includes images of how we're socializing news coverage in the Lawrence community.
Sustainability Marketing in a World of Radical Transparency.
Social media technology is driving the shift towards a more open culture, a more open government, and most notably, a more open way of marketing. People are Twittering about your brand right now and the way you respond today will determine the future of brand management.
At the same time, corporate sustainability marketing initiatives are getting labeled as green washing because they lack transparency that is foundational to building authentic brand trust.
In this talk, you will learn how to leverage social media technology to be an Open Brand leader, transcending green washing and building trusted relationship with your customers. See current case studies of corporate green initiatives that have succeeded and failed. Learn how to show your green, authentically.
Corporate reputation social age by john bellJohn Bell
There are at least five meta-trends that affect how corporations manage their reputations today. More and more companies are getting smart about these
changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their
communications or marketing but, often, some of their core business practices.
Mobilize your cause: 12 steps to a successful cause campaignJD Lasica
First part of the Mobilize Your Cause Bootcamp, held at CUNY as part of Personal Democracy Forum 2010. This presentation covers:
- 12 steps to mobilize your cause
- some instructive cause campaigns, including charity:water, Tweet for a Cure, 93 Dollar Club, and the Greenpeace campaign against Nestle.
Social medias and business : How to make your social media strategy happen ?Jean-Francois Messier
6 tips to make your social media strategy happen :
1. Listen
2. Deliver value first
3. Engage
4. Creativity
5. Adapt to different data
6. Allocate appropriate ressources
12 Small Businesses That Found Success on Social MediaHootsuite
After years of speaking with our small business customers to address the challenges and highlight successes of social media, patterns are beginning to form. We wanted to highlight the overlapping and individual social media goals of businesses industry-wide—not only to recognize their successes, but also to inspire others through examples. After all, 78% of consumers say that social messages from businesses influence their purchases. Here’s a presentation that showcases 12 small businesses who found success on social media.
Effective tips and techniques on how to use social media for branding. How to ensure your brand does not get lost among the thousands of brands competing for attention in the social media space.
Similar to Shell: Social Media Hi-Jacking Case Study (20)
Positive Conversations and Trending on TwittersaidWot
saidWot had a look at the International Aids Conference and their goal to trend on Twitter. Was this a success? Should trending be seen as goal by any brand? How can we use events to trend on Twitter? - We have the answers.
saidWot compiled a case study to showcase the success and online presence around the MTN Radio Award. We are proud to be a partner and category sponsor to the MTN Radio Awards.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
1. Shell – 20 August
Case Study: Social
Media Hi-jacking
Danielle Roe, Analyst
2. Formalities
This case study is based on research done during the month of August.
Twitter: @saidWotORM
Slideshare: http://www.slideshare.net/saidWot
Facebook: http://www.facebook.com/saidWot
Author: @danielle_roe
If you find this case study interesting, consider the possibilities that our
team can offer you or your brand.
Contact us at:
www.saidwot.com|infosa@saidwot.com
3. Background
The Yes Men
The Yes Men are Jacques Servin and Igor Vamos. They are known for challenging
major corporations, government institutions and their policies. They create phony
websites and campaigns, pretend to be executives of the organizations and wait to
be invited to conferences. Their aim is to expose unethical behaviour, social
issues, and create environmental awareness through tactical media.
4. Background
Organisations they’ve challenged:
McDonalds
Dow Chemicals
WTO
United States Department of
Housing and Urban Development
The World Trade Organization
2000 US Presidential Election
ExxonMobil
BP
Their satirical approach includes making
ridiculous and shocking comments that
caricature the ideological position of an
organisation or person.
They recognise that many corporate or
government entities manipulate their
ideology using spin, in response, they use
this power to their own advantage, and use
media outlets to distribute their personal
interpretation of the situation.
5. Background
The Yes Men team up with Green Peace in Shell Oil Campaign
“A non-governmental environmental organization with offices in over forty countries and
with an international coordinating body in Amsterdam, the Netherlands. Greenpeace states its
goal is to "ensure the ability of the Earth to nurture life in all its diversity" and focuses its
campaigning on world wide issues such as globalwarming, deforestation,
overfishing, commercial whaling and anti-nuclear issues. Greenpeace uses direct
action, lobbying and research to achieve its goals.”
6. The Idea
The aim of the campaign is to highlight Shell’s leading role in exploring the Arctic for new
oil reserves.
They created a near identical version of Shell’s own website called Arctic Ready and filled
it with content that savages the oil company albeit in the language of so many corporate
websites.
Like failed crowdsourced campaigns of the past such as the “Design Your own Chevy
Tahoe”, they launched a competition to create captions that would accompany Shell’s very real
“Let’s Go” campaign.
http://socialmediainfluence.com
9. How They Did It: Branded Applications
A parody of the
popular game “Angry
Birds” was created
called “Angry Bergs”.
Aimed at kids the
game and page also
outlines the ways in
which oil benefits
humanity:
“Mommy and Daddy
can drive to the store to
buy you new toys.”
12. How They Did It: Phony Twitter Account
The hi-jackers
legitimised their phony
campaign by covering all
the necessary social
media touch points:
Facebook
Twitter
YouTube
The phony account is still
active and kicking, with
many activists interacting
and engaging, long after
the rouse ended.
14. What was said?
Shell manages quite a few
Twitter accounts, and the hi-
jackers created quite a few of
their own. This created mass
confusion.
The phony accounts tweeted
in response to the campaign
as if they were trying to react
to the phony poster campaign.
The legitimate accounts did
not respond.
How were users to
know who’s who?
16. What affect did it have on the brand?
Did The Yes Men hurt or help Shell?
They managed to create awareness about the environmental issues involved.
Twitter lit up with conversation and for a while they had us believing. However, it is
unclear what the exact objective of the campaign was, which makes measuring
the results difficult.
What matters is how Shell responded:
Shell “…didn’t take Greenpeace’s bait. Instead Shell let the elaborate ruse play
out without commenting, save for one statement on its website acknowledging the
campaign but making clear that Shell didn’t have anything to do with it. And Arctic
Ready makes it easy for them to do so. By pretending to be Shell and doing such
a thorough job of trying to hijack its brand, Greenpeace caused an initial shock
with the way it portrayed the oil company. But as soon as people realised that
Shell had nothing to do with this and were on the receiving end of an elaborate
hoax the sting went out of the stunt. By continuing to perpetuate the prank when
there are newsworthy elements of Arctic drilling that warrant attention,
Greenpeace continues to make it easy for Shell to say nothing and just keep
drilling.”
http://socialmediainfluence.com
17. Conclusion
Shell is a controversial brand which is surrounded by many environmental
concerns. This does not make them villains. It does mean, however, that
they should be extra mindful of their reputation.
When a brand decides to go online it is opening itself to the
public. The point of social media is to interact and engage.
Big brands have been inaccessible and somewhat
untouchable in the past, this has changed. And
it’s a good thing!
If brands prepare themselves, there is nothing to
be afraid of.
18. How To Protect Your Brand From Being Hi-Jacked
PREPARE – TRACK – MONITOR – MANAGE
Assess and know your audience.
Develop a social media strategy.
Educate employees on all aspects
of your strategy.
Track your brand mentions and
online reputation very carefully.
Have a comprehensive plan for
when things go wrong.
19. How To Protect Your Brand From Being Hi-Jacked
Think every tweet and post through
thoroughly.
The same goes for any campaign,
especially online.
Handle audience engagement
(positive or negative) appropriately.
Stay in touch and research current
issues as well as trending topics