an alternative scenario to the bp crisis of 2010 by this fluid world
TRANSCRIPT
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
1/98
an alternative scenario to the
BP crisisa story ofcollaboration
and transparency
created byliri andersson and
jonathan macdonaldthis uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
2/98
the events that unfolded during the BPoil crisis of 2010 made us question what
could have happened if an organisationsuch as BP had a di ff erent approach interms of preparation, positioning andattitude
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
3/98
our belief is that a di ff erent outcome, interms of communications and speed in
nding a solution, could have beenpossible
due to this we spent the summer of 2010developing an alternative scenario basedon a combination of the changingcommunications world we live in, the
thinking, tools and methodologies of thisuid world, and learnings from the BPcase this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
4/98
the document comes in two parts:
part one: a summary of the main eventsof the two rst months of the BP crisis,
with a focus on the communications side,to set the scene for our scenario
part two: a scenario presenting analternative approach that iscollaborative, transparent, responsible,open, honest and rapid this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
5/98
part one: a summary of the two rstmonths of the BP crisis*
we do not intend to pass judgment, norcomment on the actions of any party involved
we feel deeply for the lives a ff ected by thishorric disaster
*a bibliography of cited sources can be found at the end of this documentthis uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
6/98
the Deepwater Horizon, owned byTransocean Ltd., was under contractwith BP to drill an exploratory well
together they were in the process of
temporarily closing it in anticipation ofreturning to commercial productionthis uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
7/98
april 20 th 9.46pm the DeepwaterHorizon drilling rig explodes o ff the
Louisiana coast in the Gulf of Mexico
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
8/98
the coast guard responds with a search-
and-rescue mission. 115 workers arerescued, 16 of which are injuredthis uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
9/98
11 are missing, presumed deadthis uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
10/98
24th the rst communication fromBP is a practical one, estimating the leak
at 1000 barrels/day
27th the rst tweet from BP (in capitals):BP PLEDGES FULL SUPPORT FOR
DEEPWATER HORIZON with a link to a pressrelease
28th BP announce underestimating spill bya factor of ve
30th BP CEO, Tony Haywardtells Reuters This was not our accident.
this is the CEOs 1 st communication
april
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
11/98
1st on the new BP.com Gulf of Mexicoresponse page, BP updates on relief e ff ortand contact numbers whilst the NY Timescreates an Oil Spill Tracker to viewpredictions and actual spread
3rd
Hayward admits liability and announcesthat BP will pay for the cleanup and anylegitimate legal claims
15th Hayward says on Sky news The impact
will be very, very modestthe ocean is verybig and the oil were putting into it is tiny
may
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
12/98
16th @BPGlobalPR, a parody twitter account,opens with the tweet: We regretfully admitthat something has happened o ff of the GulfCoast. More to come
18th Hayward ies home to celebrate his 54 th birthday with his family
20th BP forced by legislators to stream livewebcam footage of leak from ocean oor
21st Greenpeace protesters take action
may
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
13/98
24th Toby Odone (BP spokesman) when askedabout @BPGlobalPR tells AdAge: People arefrustrated at what's happening, as are we,and that's just their way of expressing it.People are entitled to their views on whatwe're doing and we have to live with those"
31st Hayward proclaims: I want my life back
31st an uno ffi cial logo re-design contestgoes live whilst @BPGlobalPR has 100,000followers. its author writes an Open letter tothe media (which goes viral instantly)
may
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
14/98
"I started @BPGlobalPR, because the oil spill had beengoing on for almost a month and all BP had to o ff erwere bullshit PR statements. No solutions, no
urgency, no sincerity, no nothing. Thats why I decidedto relate to the public for them.
I started o ff just making jokes at their expense with afew friends, but now it has turned into something of
a movement. People are sharing billboards, music,graphic art, videos and most importantly,
information
logo & slogan as used by @BPGlobalPR
@BPGlobalPRsOpen letter to the media (excerpt)
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
15/98
by the end of may it is estimated that779,000 barrels (32.7 million gallons) of oil
has been releasedthe 1989 spill of the Exxon Valdez tankerreleased 250,000 barrels (10.8 milliongallons) of oil into Prince William Sound o ff
Alaska's coast
may
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
16/98
june 1st President Obama: BP will be heldaccountable for nancial losses fromthe greatest environmental disaster of
its kind in our history
1st the Mozilla Firefox black oil pluginreleased: all mentions of BP on the web
can now be covered in black oil
1st the Boycott BP facebook page has233,000 fans, the o ffi cial BP pages have18,000. @BPGlobalPR (parody) has 125,000
followers and @BP_America (offi
cial) has10,000
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
17/98
june 1st stock price falls by another 15%meaning a fall of c.30% in 43 days.$62.7 billion of valuation has been wiped out
at this point
2nd Hayward admits being Notprepared (in relation to the leak)
2nd Stephen Fry tweets the logo re-designcompetition to 1.53million followers
2nd @BPGlobalPR sells $10,000 of
BP cares t-shirts and donates all proceedsto the recovery missionthis uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
18/98
june 2nd 134 entries into the uno ffi cial logo re-design contest from amateur andprofessional designers
2nd Titanic & Avatar Film producer JamesCameron o ff ers equipment and technology
support which is instantly turned down.Cameron says to press:
Those morons dont knowwhat theyre doing
2nd environmental groups include theCrisis Commons, Wildlife Federation and the
New Orleans Foundation all using social mediaand mobile apps for recovery support
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
19/98
june 3rd Hayward: "I made a hurtful andthoughtless comment on Sunday when I saidthat 'I wanted my life back'. When I read thatrecently, I was appalled. I apologise, especially
to the families of the 11 men who lost theirlives in this tragic accident.
4th
Huffi
ngton Post reports BP using Googleto manipulate public opinion
6th BP issue a press release that a newapproach is capturing 10,500 barrels
in 24 hours (1/2 estimated leak rate)
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
20/98
the rest is history
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
21/98
Introduce scenariopart two: a scenario presenting an
alternative approach that iscollaborative, transparent, responsible,open, honest and rapid
other than publicly used platforms, allcharacters, and or companies appearing in thiswork, are ctitious. any resemblance to realpersons, living or dead, is purely coincidental
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
22/98
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 uid world, it struck me that the cynicmight say it is easy to be wise after the event, in this case that comment would not so much ring trueas ring hollow
this uid world have to my mind very much envisioned the future by rewriting the past, one day at atime
The scale and scope of this highly engaging story is, when broken down to its component parts, aninstructive manual for creating a process that conditions operational readiness for as yet undenedscenarios
I dont believe it is as important to anticipate a specic scenario, as to have a broad process in placefor dealing with rising situations. The process that this paper articulates implies a good deal ofchange 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 connes ofwhat 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 di ff erent results
foreword
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
23/98
scenario planning
scenario planning is a method for learning about thefuture by understanding the nature and impact ofthe most uncertain and important driving forcesa ff ecting our world
scenario planning works under the assumption thatthe future can di ff er greatly from what we knowtoday
the purpose is to portray a variety of potential
outcomes, or an ideal outcome, by applying acombination of trends, best practice and availableresources in today's world
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
24/98
the thought processes involved in getting to thescenario has the dual purpose of increasingknowledge of the communications environment, andto widen an organisation's perception of possiblefuture events
the end goal of designing a scenario is for anorganisation to ask itself, what do we need to do tobe prepared for di ff erent outcomes, or what do weneed to put in place for this ideal scenario to become
reality?. the answer is used in building strategies tomanage a di ff erent picture of the futurethis uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
25/98
Advanced Energy Futures (AEF) is one ofthe largest energy companies in the world
with 310.37 billion in revenue*, 94,100
employees*, and numerous oil wells andpipelines across the globe
*Source: AEF Annual Report 2007
2008
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
26/98
18th an AEF pipeline ruptures o ff thecoast of Alaska, backup equipment kicks in
and the risk of cataclysmic explosion isavoided
this raised a question internally as to AEFsability to respond to such a disaster
due to this, a crisis meeting is scheduled
september
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
27/98
23rd the crisis meeting is held at AEFheadquarters in Atlanta
Simon Davies, the recently hired CTO, argues that,
From a communications perspective, the digitallyinteractive world of social media can magnify acrisis exponentially, and at an alarmingly fastspeed
he suggests this requires AEF to learn and adaptto a new communications landscape in order tohandle any potential communications crisis
september
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
28/98
27th AEF seeks advice from Clarity Tank, a Londonbased rm with expertise in business andcommunications strategy, on how to harness socialmedia and how to best handle a social media crisis
the initiative is driven by Emma Baker, CMO of AEF andthe meeting is attended by AEFs CEO Bob Young, CTO
Simon Davies, Head of PR Fiona Marshall andthe Head of Engineering Stuart Fallows
october
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
29/98
1st over a period of ve weeks, a strategicdevelopment programme is designed by Clarity Tankin collaboration with AEF stakeholders
the programme is a combination of the consultingrms two core social media products; use aimed athelping organisations create a social media strategythat achieves brand and business objectives, anddiff use which ensures an organisations ability to
address and resolve a social media crisis in abenecial and timely way
november
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
30/98
the overall initiative is designed to establish fullunderstanding of the risks, opportunities,implications and realities of social media, whilst alsocreating an improved communications and crisismanagement strategy
november
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
31/98
5th the initiative will sculpture the media training forspokespeople, including Bob Young, in order to ensure
future public statements and reactions are suited to
an age of rapid editing, publishing and sharing ofinformation by o ffi cial and uno ffi cial sources
november
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
32/98
8th Clarity Tank recommend to AEF that, in order tobe able to harness the belief and support of people
moving forward, AEF needs to be relevant to thegeneral public
Clarity Tank suggests that the most powerful way todo this is for AEF to stand for something that people
can identify with, and to, in a collaborative way, dene aclear and relevant external purpose
reecting this
november
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
33/98
10th the decision is made to gather a group ofinuential people, including an AEF representative, for atwo-day workshop facilitated by Clarity Tank at aneutral location in London
the purpose of the workshop is to create a pledge ofcombined activity and direction moving forward, inaddition to dening a new mission statement for AEF;one that is closely in line with the organisationsenvironmental position moving forward
a short-list of potential attendees is created andinvites sent out
november
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
34/98
15th
news of the plannedcollaborative meeting startstrending on twitter with 132 blogs
covering the story in a positive way
inuential environmental bloggerSteven Henshaw writes It seems like
AEF has made it their mission towork with others to enable combined
thinking
november
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
35/98
17th a story appears in the New York Times writtenby 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 andpledges Full support for an open discussion of mutual
benet
november
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
36/98
5th the workshop is a success
attendees include the U.S Secretary of State, CEOs
of three global energy companies, leaders of thelargest environmental organisations, eminentresearch scientists, key journalists and bloggers alongwith technology experts from all over the world
the group is named The Collective
december
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
37/98
a pledge by The Collective to drive initiatives benetingthe environment is nalised for joint release via newswires and communities by the morning
AEFs mission statement is agreed as being To
collaborate with the goal of providing the best energysources for the world, whilst protecting and betteringthe environment
december
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
38/98
6th the US President, MarieMontgomery states in a pressconference The Secretary of
Homeland Security was present in ameeting of minds and that I ampledging my full support to the
eff orts of The Collective with whomwe are proudly involved
december
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
39/98
17th there are over 4000 stories on the web aboutThe Collective
thousands of comments are left on hundreds offorum boards
the main news headlines are all positive, one carryingthe headline AEF & Friends become The Collective - a
mission without ego
december
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
40/98
20th a blog post appears on a satirical comedy sitemaking a joke about AEF and The Collective missionstatement. within a few hours 441 comments aremade in support of the AEF approach
the original satire is drowned in positivity, and quicklyforgotten about
december
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
41/98
26th
the AEF missionstatement, supplementedby The Collective pledge,
drives an up-lift for AEFsstock value of 19% over the
course of 18 days
January 2009
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
42/98
27th AEF distribute a company pressrelease regarding the stock valuation rise
they speak of being Very pleased with the
growth but maintain that The addedvalue in the company is also forreimbursement into the e ff orts andsolutions we are collectively working on toensure we can nd more sustainable
energy sources and protect ourenvironment - everyone needs to benetfrom this success
january
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
43/98
28th the press release isreferenced across the main
news sites and featured inbroadsheets all over the world
the news programmesconcentrate on AEF's intention toshare the benet
the stock continues to grow invalue
january
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
44/98
1st to bring the new vision to life, and toharness the power of the general public, AEFlaunches a global crowd sourcing initiativeorchestrated by Clarity Tank
the goal is to outreach for ideas,suggestions, technologies and research withthe intention to act as a global resource anddiscussion around energy, the environmentand people's lives
february
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
45/98
this manifests as SolvMachine, an interactivewebsite (www.SolvMachine.com), wherestatements of intent and ideas for betteringenergy sources and environmental initiatives,can be registered by professional andamateur collaborators all over the world
a desktop widget is also released along with aniPhone, Android and Java application enablingpeople to create, edit and share ideas relatingto energy and the environment
february
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
46/98
4th & 5th Clarity Tank runs a two-day workshop about crisismanagement in communications atthe AEF New York o ffi ce. theworkshop is attended by key internalstakeholders
it is agreed that a core team becreated, and trained, to rapidlydeploy prepared strategies in theevent of a disaster
february
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
47/98
13th eight people from across AEF with links to
PR, Marketing, Business Development andTechnology are appointed as The InteractionTeam
a virtual situation room is created by Clarity
Tank in a secure shared online spaceincorporating monitoring tools, video calling,document storage and reporting software
february
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
48/98
the role of The Interaction Team is to bein conversations with the public, and to
manage the monitoring of conversations,in order to feed back into the rest of theorganisation through the virtual situationroom
february
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
49/98
15th in accordance with the communicationcrisis programme Clarity Tank creates a ag
system within the monitoring and reportingdashboard
the system ags real-time levels of sentiment,inaccurate or overtly critical statements
on the dashboard screen a red ag indicates
urgent action, orange a mild issue and a greenag indicates positivity
february
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
50/98
17th crisis guidelines are created enabling AEFto react appropriately in the event of issuesarising that could have a negative impact on AEF,or any of the initiatives it is associated with
these guidelines include direction on the mostsuitable tone of voice, blog responses, pressreleases and communication with partnersand stakeholders in the event
of a crisis
february
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
51/98
19th the AEF board work withClarity Tank to create a fastsign-o ff process for orangeand red ags that circumventsstandard procedure
february
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
52/98
the sign-o ff process works as follows:
the orange ag process triggers enhancedmonitoring of discussions and feeds in positivemessaging from inuencers
the red ag process is in six steps that take as littleas six hours in total to complete
1. red ag identied2. the Interaction Team are alerted3. red ag cross-matched with crisis guidelines4. adjustment of pre-designed communication5. action authorised6. action deployed
february
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
53/98
20th internal sta ff , external inuencers and all
partners are informed and trained on how to alertThe Interaction Team to situations
this is termed The Interaction Protocol
february
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
54/98
22nd a wide scale press, TV,poster, online and mobile
campaign for SolvMachine goeslive across multiple regions,promoting the unilateral initiativeand urging people to get involved
with the tag line:
Were all in this together
calls to action lead toSolvMachines website, and an SMS
short-code enables people toeither download the application
or register for text alerts
february
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
55/98
4th downloads of the SolvMachinewidget reaches 368,000 in just under
5 weeks
the iPhone application isrecommended 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 SolvMachineapplication reaches 1 million
downloads across all platforms
march
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
56/98
9th the leading technology
review site, revwr.com, callsSolvMachine:
Perhaps the most importantapplication ever
march
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
57/98
12th by now, the organisations in
The Collective are running over 50agreed initiatives in support ofthe mandate
AEF is attached to each one as asponsor and runs ten keyinitiatives of its own
march
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
58/98
15th Bob Young says on Sky News:The support of Governments throughoutthe world has shown the validity in ourmandate. We will continue to endorse initiatives that propel this forward and
embrace the close working relationship wehave with the political, environmental,scientic and technological partners,combined with the general public
april
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
59/98
5th Bob Young has a vision to turn the crowd-sourcing tool, SolvMachine, into a scenario
planning toolwith that in mind, Young introduces two new
stakeholders to the consortium:
Evy Akolley from Onsidia and Joan Madeski fromPalo Alto's Institute for Generations
may
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
60/98
to enable anyone in the world to
create, edit and share ideas that canbe fed into a scenario planning tool,Young commissions an e ff ort to
combine SolvMachine with Akolleyscrowd-sourcing site and Madeskis
problem-solving games
the goal being to nd energy sources and
protect the planet, in addition to preparingfor any potential accident that could lead toan environmental disaster
may
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
61/98
25th in support of the upgradedSolvMachine, Planet of Quest,
Foundville and Seventh Life createvirtual doorways with signposts
directing people into SolvMachine asan extension to their platforms
may
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
62/98
29th the environmental, technological andgaming community spread the news aboutthe platform tie-up across twitter
over 12,000 developers download the APIcode, enabling them to build on theplatform, whilst 27 major bloggers and
journalists take screen grabs and writeabout the seamless user experience
may
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
63/98
1st members of The Collective,and the public, are makingvoluntary weekly donations tosupport the increasing number
of initiativesthe people involved in generatingthe top ten ideas are rewardedby being able to assign a
proportion of the donation to acharity of their choice
june
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
64/98
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
65/98
2nd a leading news sitepublishes a weekly updateof the selected ideas anddistributed funds
other publishers pick this upand decide to link the reportedprogress to related storiesinvolving the selected charities
june
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
66/98
3rd commentators express thatSolvMachine is now a multinational
response mechanism that poolssupport from individuals andorganisations to solve scenarios
together
within SolvMachine, TheInteraction Protocol is mergedwith the crisis guidelines to
ensure full understanding of howSolvMachine can be used
june
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
67/98
the US President, Marie Montgomery and UKPrime Minister, Jack Brewer announce at a
joint press conference We stand shoulder toshoulder with the AEF and The Collective. 21
Global leaders, ourselves included, are nowinteracting with SolvMachine to ensure we are
up to speed with the ideas, creations andmethodologies of all contributors and
collaborators.
june
this uid world
j
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
68/98
6th Pablo, a 13-year-old student in Mexicosends a tweet about his daily battle to run a
wildlife sanctuary on his uncles ranch, closeto 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 TheInteraction Team on their twitter stream
june
this uid world
j
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
69/98
7th the tweet is distributed to The Collectiveand one of the technology partners o ff ers to
set up a short-code that allows people todonate by sending an SMS
by the following day, the short-code is beingdistributed all over twitter and donations
rapidly increase
june
this uid world
j
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
70/98
8th the story is picked up by Sky News who iesa reporter to Mexico to interview Pablo
pictures of the boy showing the reporteraround the wildlife sanctuary, describing whathe is planning to do with the donations, arebroadcasted all over the world
Pablo is quoted as saying Large corporationscan really make a positive di ff erence thankyou for all your support!
june
this uid world
j l
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
71/98
5th
directions to the SolvMachinehave been seen within games bymillions of players. over a hundredexperts get involved, on a dailybasis, in the discussion and
modelling of the best collaborativeideas, solutions and missions
each one is rated, and a shortlistsummary of the top ten ispublished daily this is sent in fullto The Interaction Team at AEF
july
this uid world
j l
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
72/98
12th Bob Young says to TimeMagazine We have been delightedwith the development and input intoSolvMachine. For us it is built intoeveryday business, but I am told bymany other organisations that thisis fast becoming a scenario planningtool they can use in collaborationwith the wisdom of the crowds to
solve environmental and energyissues
july
this uid world
j l
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
73/98
16th Tom Ford, CEO of the WorldwideFoundation of Wildlife Protection, conrmsBob Youngs claim in a BBC interview wherehe states: SolvMachine enables us to assessand prioritise the top initiatives to consider
in terms of wildlife protection in allcontinents. old and new activists,researchers and scientists are encouragedto help out
Ford nishes with The Collectives slogan;Were all in this together
july
this uid world
j l
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
74/98
18th conversations aboutSolvMachine are now taking place on16 Facebook groups
major brands around the world arealso getting involved creating theirown platforms; among them theAmerican Access Open Place, theErolssin Thinking Forward site and in
the HBM Smarter Universecommunity
july
this uid world
j l
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
75/98
20th
the main environmental blogs facilitatearound 3000 comments a day
most commentators are also adding insightinto SolvMachine and act as self-appointed
moderators and quality control o ffi cers byensuring negative, slanderous or illegitimatecontent is removed
new ndings are published, tweeted, discussedwhilst being monitored and interacted with by
The Interaction Team
july
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
76/98
4th the constant cycle ofmonitoring continues, covering
internal developments, publicsentiment and the activities ofenvironmental organisations,
bloggers and other inuencers
august
this uid world
t
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
77/98
7th an issue grows online
the community is questioningwhether AEF is nancially andprocedurally set up to action
any of the scenarios fromSolvMachine, threatening its
credibilitythis is raised asan orange ag
august
this uid world
t
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
78/98
The Interaction Team respondsimmediately by publishing theircrisis and resource plan, adding:
We welcome any collaborators
willing to help implement scenarioswith us to change their prolesetting to willing collaborator, wewill then involve them in futureconversations about existing and
new projects we can work ontogether
august
this uid world
t b
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
79/98
20th AEF announces its intention to close down theFreshpool Skyline, an exploratory drilling rig in the Gulfof Mexico, with a view to open it soon after as acommercial well
technical and strategic information of the well, andits 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 uid world
t b
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
80/98
5th the feedback leads toAEF making some additional
investment in safety andbackup equipment that is
deployed in the areasidentied in the scenarios
october
this uid world
j
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
81/98
27th AEF creates a digital wall of fame where thenames of the contributors and collaborators aredisplayed (where permission has been granted), as asymbolic representation of cooperation
from Times Square in New York, to the ReutersBuilding in Canary Wharf and the N Building in Tokyo,there is a constant ticker of contributors andcollaborators for the world to see and celebrate
january
this uid world
f b
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
82/98
20th thousands of political,economic, sociological andtechnological scenarios havebeen created by virtual teamswithin SolvMachine
february
this uid world
h
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
83/98
6th a news story runs in one of the largest
American broadsheets, Todays News, quoting aresearch scientist Alvaro Sanchez, who claimsthat AEF is hardly involved in any of the
collaborative work, they seem to want the glorywithout actually getting involved
due to the wide inuence Sanchez has, this is ared ag
march
this uid world
h
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
84/98
within an hour, three of the mainbloggers who have been covering TheCollectives progress write a replyproving Mr Sanchez wrong
they correct the false information bydiscussing key projects and initiativesdriven by AEF, in addition to thecollaborative progress made to date
march
this uid world
m rch
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
85/98
hundreds of supportivecomments have now been posted
the AEF Interaction Team updatetheir advancedenergyfutures.comwebsite with a live feed of thestory and ongoing comments
march
this uid world
20th april 9 46pm
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
86/98
the Freshpool Skyline drilling rigexplodes o ff the Louisiana coast
in the Gulf of Mexico
oil starts leaking into the ocean
20th april 9.46pm
this uid world
20th april 9 51pm
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
87/98
The Interactive Team is
alerted of the crisisand all stakeholders,partners and
inuencers areinformed
20th april 9.51pm
this uid world
20th april 10 11pm
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
88/98
due to SolvMachine, keystakeholders are aware of thepotential consequences, andthe relevant solutions that
have been modelled that couldadd value in addressing thecrisis
20th april 10.11pm
this uid world
20th april 10 55pm
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
89/98
Bob Young rapidly hosts an onlinewebinar where he honestly explains the
situation, and what action is being taken
to minimise damage
this is broadcasted by all major newschannels across the world
20th april 10.55pm
this uid world
20th april 11 22pm
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
90/98
relevant information isinstantly inputted into allmedia assets of AEF andThe Collective
there are continuous, real-timeupdates to all stakeholders
20th april 11.22pm
this uid world
20th april 11 24pm
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
91/98
over a thousand people start workingon new scenarios and solutions whichare instantly fed back into AEF andpartner companies
20th april 11.24pm
this uid world
20th april 11 44pm
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
92/98
all major social networking sites andtools are immersed in support of AEFand the collaborative e ff orts in ndingsolutions
this combines the thinking ofcompetitive energy companies,environmentalists, scientists, legislators,politicians, bloggers, journalists and thegeneral public
20th april 11.44pm
this uid world
21st april 6 46am
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
93/98
the partner energy companies provideextra equipment to aid the relief e ff ort
the US President maintains ongoingdialogue with The Interaction Team and
The Collective
21st april 6.46am
this uid world
22nd april 10 21am
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
94/98
what is needed to nd
a solution is in place
and the restbecame history
22nd april 10.21am
this uid world
so marks the end of our scenario
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
95/98
so marks the end of our scenario
the thinking, approach and methodology within this document is part ofa range of solutions provided (in real life) by this uid world
the scenario was built upon the principles of our advanced scenarioplanning service, called asp for more detail visit:www.thisuidworld.com/asp.html
the social media components were built upon the principles of our socialmedia protocol services use and di ff use for more detail visit:www.thisuidworld.com/use.htmlwww.thisuidworld.com/di ff use.html
if you would like to discuss this further, please contact:
liri andersson
jonathan macdonald
this uid world
bibliography
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
96/98
http://adage.com/digital/article?article_id=144339
http://www.propublica.org/article/congressmen-raised-concerns-about-bp-safety-in-months-before-gulf-spill
http://abcnews.go.com/WNT/video/conversation-twitters-satirical-bp-star-10849258Don't
http://mashable.com/2010/06/09/bpglobalpr-changes-bio
http://mashable.com/2010/06/02/social-media-gulf-oil-spill/
http://www.nytimes.com/interactive/2010/05/01/us/20100501-oil-spill-tracker.html
http://www.treehugger.com/les/2010/05/bp-gulf-oil-spill-timeline.php
http://beforeitsnews.com/news/50/386/Timeline_of_Events_in_BP_Oil_Spill:_Day_by_Day,_April_20_to_May_26.html
http://beforeitsnews.com/news/40/435/A_Timeline_of_the_BP_Oil_Spill_Crisis_Pics.html
http://online.wsj.com/article/SB10001424052748704113504575264721101985024.html
http://www.courier-journal.com/article/20100529/COLUMNISTS20/5300320/Notes+form+Washington+%7C+BP+oil+spill+washes+up+on+the+shores+of+politics
http://www.msnbc.msn.com/id/37444105/ns/gulf_oil_spill/
http://www.facebook.com/pages/Boycott-BP/119101198107726
http://www.facebook.com/pages/BP/120558271299539
http://streetgiant.com/2010/06/02/leroy-stick-the-man-behind-bpglobalpr/
http://www.businessinsider.com/bps-crisis-pr-strategy-unprepared-ine ffi cient-and-incomprehensive-2010-5
http://adage.com/poll?poll_id=212
http://adage.com/article?article_id=143663
http://www.ogilvypr.com/en/case-study/bp
http://www.telegraph.co.uk/nance/newsbysector/energy/oilandgas/7804922/BP-chief-Tony-Hayward-sold-shares-weeks-before-oil-spill.htmlhttp://www.nytimes.com/2010/06/07/business/media/07link.html
http://www.fastcompany.com/1644053/infographic-of-the-day-what-the-heck-is-a-relief-well-bp-explains
g p y
this uid world
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
97/98
bibliography
-
8/8/2019 an alternative scenario to the BP crisis of 2010 by this fluid world
98/98
http://www.hu ffi ngtonpost.com/jacqueline-leo/bp-using-google-to-manipu_b_598677.html
http://adage.com/article?article_id=143663
http://www.rstudios.com/blogs/left-brain/2010/05/for-bp-crisis-management-in-social-media-is-as-slippery-as-oil.html
http://www.wallblog.co.uk/2010/05/26/bp-beaten-in-social-media-stakes-by-fake-tweets/
http://news.cnet.com/8301-13577_3-20006199-36.html
http://adage.com/article?article_id=144062
http://www.reuters.com/article/idUSTRE6520X020100603
http://socialistworker.org/2010/06/03/catastrophe-waiting-to-happen
http://www.hu ffi ngtonpost.com/2010/06/02/bp-media-clampdown-no-pho_n_598119.html
http://www.logomyway.com/contestView.php?contestId=1746
http://news.yahoo.com/s/afp/20100603/sc_afp/usoilpollutionenvironmentbpbritain&a=Science%20News&x=1
http://www.dailynance.com/story/bp-twitter-satirist-donates-10-000-for-gulf-oil-spill-relief/19501125/
http://mashable.com/2010/06/02/social-media-gulf-oil-spill/
http://blogs.hbr.org/corkindale/2010/06/ve_lessons_in_leadership_fro.html
http://www.briansolis.com/2010/07/oil-spill-report-bp-and-white-house-sentiment-spills-onto-twitter/
http://www.fastcompany.com/magazine/147/fast-talk-patricia-menezes.html
http://www.fastcompany.com/1679502/investors-to-oil-companies-prove-that-youre-prepared-for-disaster
g p y
this uid world