In this issue of the People’s Insights monthly brief, we explore nine trends that demonstrate that ‘business as usual’ is dead, and that technology is redefining business models, ethics and responsibilities. We hope you enjoy this issue. Let us know what you think at @PeoplesLab. Connect with us on Twitter @msl_group.

1. Photo:epSos.deon Flickr
Innovation
without
Boundaries
PEOPLE’S INSIGHTS MONTHLY BRIEF: AUGUST & SEPTEMBER

2. 2Introducing: Innovation without Boundaries
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Introduction
Innovation without Boundaries
In today’s tech-driven world, innovation is a necessity
for business. It’s a stepping stone for new entrants to
the market, and it’s increasingly crucial for
established players.
To stay relevant in this age of big bang disruption, tech-driven startups need to continue
to innovate, maintain their speed of growth,and predict (and deliver on) the next big
thing. Established businesses need to re-examine their business models to address the
threats fromdisruptive players.
The ever-evolving digital playground acts as a double-edged sword. It forces businesses
to stay on their toes, while also allowing them to experiment with unchartered territories.
People are growing increasingly aware of how businesses impact society at large, and a
collective conscience is on the rise. They expect businessesto solve today’s big
challenges, to become change-makers and to lead the way to a bettertomorrow.
‘BIG BANG DISRUPTION’
In six years,Airbnb has impacted the
hospitality industry significantly. Between
2011 and 2013,Airbnb cut the revenues of
the hotel industry by 5% in the states
where it was most active.
Meanwhile, Uber, has the taxi industry in
an array, and the auto sector worried that
people will be less inclined to own cars in
the future.
Yet,Airbnb owns no properties, and Uber
owns no cars.

3. 3Introducing: Innovation without Boundaries
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Introduction
In this issue of the People’s Insights monthly brief, we
explore 9 trends that demonstrate that ‘business as
usual’ is dead, and that technology is redefining
business models, ethics and responsibilities.
Making business a force for good
The concept of ‘butterfly effect’comes to mind here, with some businesses responding –
in big ways – to customers’reactions,and other businesses launching their own
movementsfor good.
1. Delta Air Lines bans big-game trophies– Afterglobal backlash over the killing of
Cecil the Lion by an American dentist in Africa,Delta Air Lines announced they were
banning shipments of big-gametrophies.
2. Nike Flyease – In response to a letter froma young boy with cerebral palsy, Nike
created a line of shoes fordisabled athletes.
What is off the hinges of custom,
people believe to be off the hinges of
reason.
- Michel de Montaigne

4. 4
Photo:chico945onFlickr
Introducing: Innovation without Boundaries
3. Burger King’s ‘McWhopper’ proposal to McDonald’s – Burger King invited rival McDonald’s to
come together for International Peace Day to jointly create the ‘McWhopper’ burger.
4. Google’s Project Sunroof – Google now lets people map the solar potential of their roofs, right
from their homes.
5. Chivas Regal’s ‘The Venture’ – The liquor brand brings back its innovation challenge for a
second season, to encourage social entrepreneurship.
Building ecosystems
If businesses don’t evolve in response to changing market conditions and people’s evolving needs,
they risk losing their competitive edge. This is especially true for leading social networks and apps –
which need to build ecosystems to keep attracting people (old and new) and to develop revenue
streams.
6. Twitter’s ‘Buy Now’ button – Twitter is now expanding its ‘Buy’ button to allow anyone to sell via
tweets.
7. Uber’s ‘Arriving Now’ and Airbnb’s ‘Pineapple’ – Coincidently, both start ups are experimenting
with their own print magazines.
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Introduction

5. 5Introducing: Innovation without Boundaries
Digital privacy – how much is at stake?
Social networks may have largely proliferated almost every aspect of civilian and
business life, but worries over data privacy and misuse remain one of the biggest
concerns among businesses, governments and citizens alike.
We seem to be at a cross-roads of the privacy issue. What happens though, as
more and more businesses that promise transparency and privacy get embroiled
in data-related crises?
8. AshleyMadison Hack – The hacking of AshleyMadison, a website that
enables extra-marital affairs, and the subsequent leak of its database
demonstrates the devastating impact of privacy breaches.
9. Twitter shuts down Politwoops – Twitter revoked access to its API to
Politwoops, a website that archived politicians’ deleted tweets, raising
concerns about Twitter going against transparency.
Photo:Paul Downey on Flickr
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6. 6Index
Making business a force for good
1. Delta Air Lines bans big-game trophies
2. Nike Flyease
3. Burger King’s ‘McWhopper’ proposal to McDonald’s
4. Google’s Project Sunroof
5. Chivas Regal’s ‘The Venture
Diversifying to create more business value
6. Twitter’s ‘Buy Now’ button
7. Uber’s ‘Arriving Now & Airbnb’s ‘Pineapple’
Digital privacy – how much is at stake?
8. AshleyMadison Hack
9. Twitter shuts down Politwoops
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7. Making business a
force for good
Photo: Leo Grübleron Flickr

8. 8DeltaAirLinesbans big-game trophies
Delta Air Lines bans big-game trophies
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Public outcry over an international incident often has
the power to spark debates around seldom –
discussed or controversial topics.
One notable such incident fromthis year has been the hunting down and
killing of Cecil the Lion – a much-loved and famousmemberof
Zimbabwe’s Hwange National Park – by an American dentist.Afterthe
dentist was identified as the person who allegedly lured Cecil out of his
protected enclosure to kill him, the internet was flooded with incensed
reactions fromacross the world, fromcivilians and animal welfare activists.
So impassioned was the backlash that barely a week afterthe incident,
Delta Air Lines, which flies direct to South Africa,announced that it would
no longer allow the shipment of endangered animal trophies (or big-game
trophies) on its flights.
Delta’s move was a direct result of a change.org petition urging the
airlineto end the shipment of big-game trophies.With its decision,
Delta is joining (and inspiring) an increasing number of airlines who have
taken a stand against safari hunting,and in favor of conservation of
Africa’s celebrated Big Five: the lion, elephant, leopard, buffalo and rhino. The petitionon change.org

9. Public sentiment is pushing companies to rethink their business policies
The hunting of Cecil by a tourist – broughtto light the significant role airlines play in propagatingtrophy
kills. Export of exotic animal hunting trophies is big business, both forthe hunters and the airlines that
carry them in their cargo.
It’s interesting to note that a few monthsbefore the incident, Delta issued a statementsaying that they
would continue the shipment of trophy kills, as long as they were legal. The intense backlash post Cecil’s
death pushed the company to change its stand. In addition to Delta, American airlines and United
airways have made similar announcements.An international group of airlines is calling foran industry-
wide ban against carry hunting trophies.
The incident also triggered reactions fromvarious establishments– the Empire State Building paid its first
ever video tribute to honor Cecil and other endangered animals; and plush-toy maker Ty launched ‘Cecil
the Lion’ toys to raise funds forendangered animals.
The internethas resulted in a world where news has no borders.Businesses are more scrutinized than
ever for their behaviors, and are expected to act in a socially responsible manner.Delta’s change of heart
is indicative of the growing trend – or rather,priority – amongstcompanies to become morepurpose
oriented.
Also read:CustomersboycottUPS and FedExafterfirms REFUSEto stop shippingbig game hunttrophies
9DeltaAirLinesbans big-game trophies
Via Consumerist
via WashingtonPost
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10. 10NikeFlyease
Matthew Walzer penned an open letter to Nike CEO Mark Parker in the
summerof 2012, about living with cerebral palsy and the difficulty in tying
shoe laces. Little did he know that it would be the startof a long
association with Nike.
In his letter,Matthew described how despite overcoming several physical
challenges, something as simple as tying his shoes was among the most
difficult tasksfor him. As someone planning to attend college soon, the
concern was real and pressing forMatthew. His simple request to
Nike was to consider designing a shoe that would enable him
and countless others like him to overcome this challenge and
be more independent.
His letter,simply known as the #NikeLetter,quickly became viral on social
media. It caught the attention of Mark Parker,who promptly alerted Nike’s
senior director of athletic innovation Tobie Hatfield. This led to a three-year
development process,resulting in the creation of the Zoom Soldier 8
Flyease - a new line of footwearwithan easy-entry mechanism that
people withmuscle disabilitiescan wearwithoutany difficulty, and
most importantly, on their own.
Originallypostedat Matthew’s blog
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Nike Flyease

11. Listening – and acting – to make a difference
When Tobie Hatfield came across the letter,he was incidentally working
with Paralympians to address the same challenges Matthew faced,and
also with the Challenged Athletes Foundation. Matthew’s letter inspired his
team to furtherinnovate and make the shoe available in the marketfor
everyday people. He invited Matthew on board and with his inputs,
perfected the Flyease technologyfor its special line of shoes.
Hatfield says, “The main thing was about him getting in the
shoes, adjusting the shoes, closing the shoes, and then
be able to get out of the shoes, all by himself.”
The Zoom Soldier 8 Flyease launched earlier this year. It was inspired by
Matthew’s favoritebasketball star LeBron James. And, Nike sent the
shoes to two U.S. basketball teams participating in the 2015 Special
Olympics World Summer Games.
The Flyease technology will next be used to make running shoes for
disabled athletes.The shoe could be a life-changerfor many people – and
brings to life Nike’s motto- If you have a body, you are an athlete. Matthew with the Flyeaseprototype,and the Zoom Soldier8 FLYEASE.Photo:Nike
11NikeFlyease
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12. He inspired us at Nike to be able to bring something special for the
masses. I think it’s an unbelievable story, and I’m very honored and
very blessed that my shoe is part of the whole project. The
inspiration that he gave us is going to last for a lifetime.
LeBron James
Basketball Player
NikeFlyease 12
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13. It might be the age of smart partnerships and
collaboration, but it’s hard to imagine some rival
brands working together. Take fast-food chains
Burger King and McDonald’s, for example.
In a recent campaign though,that’s exactly what Burger King suggested –
that the two come togetherto create the ‘McWhopper’,a fusion of their
bestselling Big Mac and Whopperburgers.Burger King suggestedthis as
a way to ‘settle the beef’ in honor of InternationalDay of Peace,
observed by the United Nations on September21st.
The initiative involved operating a pop-up restaurantfor one day at Atlanta
– mid-way fromBurger King’s HQ at Miami and McDonald’s HQ in
Chicago. The pop-up restaurantwould be staffedby employees of both
companies, and the branding would be a mash-upof the two companies’
brand elements.
The larger purpose of this collaboration was to raise awareness for Peace
One Day, a non-profitthat helped establish the annual day of global
ceasefire and non-violence.
twitter.com/BurgerKing
13Burger King’s‘McWhopper’Proposalto McDonald’s
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Burger King’s ‘McWhopper’proposal to McDonald’s

14. Burger King launched the campaign with full-page print ads in The
Chicago Tribune and The New York Times, which read, “Wecome in
peace. We know we’ve had our petty differences,but how about we call a
cease-fireon these so-called ‘burger-wars’?”
Burger King also published a video and a website explaining how the
initiative would work and how customers could pay forthe burger– by
simply pledging to ‘end the beef’ with someone.
People loved it.
The McWhopperproposal dominated conversations on the day, as people
shared their reactions to the concept and speculated on McDonald’s
response.More importantly, Burger King’s proposal brought
people’s attention to the upcoming International Peace Day.
The campaignalso established BurgerKing as the ‘good guy’ leading
change and peace-keeping efforts with its larger rival McDonald’s.
WatchBurgerKing’sproposal
14Burger King’s‘McWhopper’Proposalto McDonald’s
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15. McDonald’s rejection = a missed opportunity?
McDonald’s rejected the proposal on Facebook,with a note fromCEO
Steve Easterbrook.Rather than partnering with Burger King to create the
McWhopper,McDonald’s proposed a larger more meaningful effortto
address the suffering of war: “We love the intention but think our two
brands could do something bigger to make a difference.”
People following the incident found the response to be ‘smug,’and lent
their support to BurgerKing. In fact,so many people took BurgerKing’s
‘side’ on social media, that it seems McDonald’s may have missed an
opportunityor ‘lost’ this battle with Burger King.
Burger King ultimately went ahead with its Peace Day plans, partnering
with Denny’s, Krystal, Giraffas and Wayback Burgers.
And McDonald’s led a multi-industry effortto support the UN’s World Food
Programmein raising awareness about the impact of food assistance, on
International Peace Day. Burger King participated and applauded
McDonald’s efforts.But these developments made farfewer headlines
than the initial proposal and rejection.
These representthe majorityof theresponsesto McDonald’srejection(1, 2 and 3).
15Burger King’s‘McWhopper’Proposalto McDonald’s
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16. The thing I love about the McWhopper Project, is it walks the walk,
it leads by example and demonstrates a genuine commitment to
Peace Day, and a more peaceful and sustainable world. Corporate
activism on this scale creates mass awareness and awareness
creates action and action saves lives.
Jeremy Gilley
Founder, Peace One Day
16Burger King’s‘McWhopper’Proposalto McDonald’s
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17. WatchIntroducingProjectSunroof
While more people are becoming familiar with the concept of rooftop
solar, they are not as quick to install solar power systems in their
homes. It seems to be a complicated process with a steep learning
curve – from figuring out how much energy one’s home can produce
to finding the right solar power partner.
Google knows this – because these are the kind of questions people enter into its
search engine while looking for information around solar power. The rising
inclination towards solar-powered homes – and the confusionaround it – gave
Google engineering lead Carl Elkin the idea for Project Sunroof .
Project Sunroof is a new tool that answers people’s solar energy-related questions
with personalized recommendations and suggestions.Users simply need to
provide their address and average monthly electric bill, and Project Sunroof uses
existing data fromGoogle Earth and Google Maps to determine how much energy
a user’s roof receives, how many solar panels they may need, and how much
money they could save. As a final step, it also suggestssolar power providers
within the user’s vicinity that they could get in touch with.
At present,Google is testing Project Sunroof in three cities – Boston, San
Francisco and Fresno – with plans to eventually introduce it worldwide.
17Google’sProject Sunroof
Google’s Project Sunroof
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18. 18Google’sProject Sunroof
Photo:Google
Google is broadening its environment stewardship and sustainability
offer.
As one of the world’s largest and most influential corporations,Google is expected to lead action for
some of the most pressing challenges the world facestoday, like clean energy.In 2011, Google created
a $280 millionfund withAmerican solar company SolarCityto support residentialsolar
installations.In 2013, Google financed a part of South Africa’s largest solar power plant.
WithProject Sunroof,Google is simplifying solar power forpeople, with easy-to-accessand relevant,
personalized, information.This could significantly help more people determine the potential of solar
energy in their own homes.
The big question comes down to this – can Google do for solar energy whatit did for search
engine?
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19. I’ve always been surprised at how many people I encounter who
think that “my roof isn’t sunny enough for solar,” or “solar is just too
expensive.” Certainly many of them are missing out on a chance to
save money and be green.
Carl Elkin
Engineering Lead for Project Sunroof
Google’sProject Sunroof 19
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20. Photo:Chivas The Venture Chivas:Winthe rightway
Start-up culture has rapidly caught on in the past decade,
and a sub-culture has grown within it – that of social
entrepreneurship. Social entrepreneurship involves
building businesses that, in addition to making profits,
also focus on driving positive change by addressing social
problems.
Young entrepreneursare driving this trend,and the number of social enterprisesin
the world is on the rise. For example, in the UK 70,000 social enterprisescontribute
£18.5 billion to the economy (2012).
Large corporations are eager to encourage this trend and support social
businesses, as part of their owncorporate social responsibility, brand
purpose, innovation and business diversification. Take liquor giant Chivas
Regal’s The Venture– a global project aimed at funding start-ups that benefit local
communities or solve global problems.The Venture is a global social innovation
challenge that gives entrepreneursthe chance to win a portion of $1 million,
participate in an acceleratorprogramand gain access mentors.
Launched in 2014, The Venture is back for season two.
20ChivasRegal’s‘TheVenture’
Chivas Regal’s ‘The Venture’
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21. 16 social entrepreneurs, 16 countries
Earlier this year, social entrepreneursfrom16 countries participated in the final round of
The Venture,pitching their idea to judges and competing for funds.Their experience,
and the shortlisting of the candidates has been capturedin a video-series (available on
YouTube).16 winners, from16 countries participated in the acceleratorprogram.
Chivas also partnered withcrowdfundingsite Indiegogo,to give people a chance
to participateand support their favoriteentrepreneurs.On Indiegogo,people could
vote to tell Chivas how to divide $250,000fromthe $1 million prize money. In addition,
people could give funds directly to the social entrepreneurs– each entrepreneurhad
their own Indiegogo crowdfunding page. In all, the entrepreneurs raised US 1.1 million.
The contestculminated with Chilean food distribution enterpriseAlgramo emerging as
the winner, and was given the largest share of the $1 million fund- $ 300,000 – to further
develop their idea.
The firstseasons was so popular – with 1,000 entries fromacross the world – that
Chivas decided to launch it again. Fresh applications are already being accepted,and
the winner is slated to be announced in 2016. Chivas also announced plans to launch
an Australian version of The Venture.
The five finalistson The Venture.Photo:The Venture
21ChivasRegal’s‘TheVenture’
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22. More and more people today want to be actively involved in
making a difference, and many are seeking the
entrepreneurial route to do so.
There’s a growing awareness that business can be a force for good, that
purpose-driven businesses can change lives for the better.People are
beginning to realize that it’s difficult for non-profits to alone effectchange at
a large scale – businesses need to step in to accelerate it.
Collaborative social innovation challenges can be a good way forlarge
businesses to support social entrepreneurship.
Read about a similar initiative by Coca-Cola, the Coca-Cola Founders
Program – through which the company is partnering with entrepreneurs,
and using its own scale and expertise to help them achieve scale.
The 16 socialentrepreneursparticipatingin The Venture,facebook.com/livewithchivalry
22ChivasRegal’s‘TheVenture’
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23. Building
Ecosystems
Photo:John Morgan on Flickr

24. E-commerce has grown exponentially is now a $220
billion industry, growing at almost 20% per year.
Social networks want a share of this – Facebook and
Pinterest have been testing ways to incorporate e-
commerce within their networks.And joining this list
is Twitter.
Twitter recentlyannounced that it will be adding ‘Buy Now’ buttonsin
tweets for users and merchants in the U.S.. This feature was firsttested
last September– users were allowed to make purchases directly from
Twitter,without having to visit an external website.
Twitter has partnered with e-commerce giants Bigcommerce,
Demandware, payment service Stripe Relay and retailers and brands like
Best Buy, Adidas and PacSun for this venture
Twitter’s other e-commerce pilot projects include Twitter Offers (which
work by syncing offersdirectly to credit or debit cards) – and curator’s
collections (which allows celebrities to create a ‘shop-front’of their
products on Twitter). Photo:Twitter
24Twitter’s ‘BuyNow’Button
Twitter’s ‘Buy Now’button
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25. Are people ready for social commerce?
There is data to supportthat e-commerceon the mobile, or m-commerce,is on the
rise - 50.3% of e-commercetraffic originates mobile devices and 43% of those who
shop on smartphones make a purchase.But this is when people use their mobile
devices specifically to make a purchase. Social networks are people’s social
sanctuaries– they’re used to make and maintain social connections,and to share
their lives with their peers.
People are already engaging with brands and advertisements on social networks,
but how receptive will they be on being sold something directly within their personal
space? The key is forsocial networks to integrate e-commerce in a non-intrusive
manner,and forbrands to find creative ways to promotethese .
Photo:Twitter
25Twitter’s ‘BuyNow’Button
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26. Our customers live on Twitter, so giving them an easy way to buy
products that they discover in their Twitter feed, without leaving the
app, is a no-brainer. Because social media is our single most
important marketing tool today, social commerce is obviously a key
part of our overarching strategy. Anything we can do to shorten the
gap between social engagement and shopping is a top priority.
Gary Schoenfeld
PacSun CEO
Twitter’s ‘BuyNow’Button 26
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27. Brands that are successful in the sharing economy
space and exploring ways to strengthen their
communities and tell their stories.
Uber recently launched ‘Arriving Now’ – an in-car magazine forUber rides
in New York. The firstissue of Arriving Now coincided with Fashion Week
New York in September,and is packed with “pro tips, hotspots,and
exclusive details about upcoming promotions.”
Similarly, Airbnb, rolled out the firstissue of its magazine Pineapple last
winter. Pineapple is sold in bookstores and retailers across North America
and Europe, and was made available to Airbnb hosts in the 30,000 cities
and 192 countries where it operates.
Both companies have a strong user base. The exploration of print-
magazines seems to be a way to furtherstrengthentheir USPs (especially
in the case of Uber which has re-coded the taxi experience), and to create
a platformfor rich stories (in the case of Airbnb). And, as some point out –
to experiment with an additional source of revenue.
Photo:Arriving Now
27Uber’s‘ArrivingNow’&Airbnb’s‘Pineapple’
Uber’s ‘Arriving Now’& Airbnb’s ‘Pineapple’
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28. The potential benefits of introducing a magazine are
exciting. The concept has been around in the airline
industry for both. It’s a natural next step for Uber and
Airbnb, to help their communities explore their own
city or cities they are traveling to. And it gives
brands an avenue to reach Uber andAirbnb’s savvy
much-coveted customer base.
While this is Uber’s firstever in-car magazines for customers,it isn’t the
firsttime the company has ventured into content publishing. In March this
year, Uber rolled out Momentum – a quarterly magazine forits drivers. An
employee communication of sorts,Momentum contains articles on health
& wellness, information about the new Uber-city Austin, as well as tips
froma seasoned Uber driver.
But’s worth noting – that Airbnb hasn’t launched a second edition yet. This
could imply the experiment didn’t meet expectations – especially
considering Airbnb’s Pineapple was launched a year ago. It will be
interesting to see how Arriving Now pans out for Uber. Photo:Airbnb
28Uber’s;Arriving Now’&Airbnb’s‘Pineapple’
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29. The primary audience for the magazine is our community around
the world who want to experience cities in new ways. It gets under
the skin of cities in a way that people really desire these days.
Christopher Lukezic
Pineapple Publisher
Uber’s‘ArrivingNow’&Airbnb’s‘Pineapple’ 29
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30. Digital privacy –
How much is at
stake?
Photo:Sebastiaanter Burg on Flickr

31. 31AshleyMadison Hack
The number of high-profile cyber attacks – from Sony
Pictures’November 2014 hack to health-insurer Premera Blue
Cross’ hack earlier in March 2015 – have been on the rise in
the recent past, and seem to be getting more serious with
each case.
In July this year, another instance of a cyber attack that
captured people’s attention globally was the hacking of
AshleyMadison, a dating website that caters to married people
looking for extramarital affairs.
The hackersattackedthe website and stole the company’s user database.
Then, they threatened to make it public if owner Avid Life Media didn’t
permanently shut down AshleyMadison and its sister website, Established
Men. Avid Life Media refused to comply and the hackers leaked more than
25 gigabytes of data on August 18th and August 20th.
Sensitive information like name, address, phone numbers and partial
credit card details of more than 33 million users were compromised,along
with internal company information.
via The Guardian
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AshleyMadison Hack

32. The hack led to AshleyMadison being sued for $500 million in class-action
lawsuits by users of the website. A month afterthe leak, AshleyMadison’s
CEO Noel Biderman resigned.
Rise of the moral digital vigilante
The hackerswho call themselves ImpactTeam said that they disapproved of
AshleyMadison’s business model of encouraging infidelity by arranging
affairs between marriedpeople. They also criticized the company’s policy of
charging a $19 fee fromusers forwhat they claim is complete deletion of all
data, and failing to actually do so. In their letter,they wrote , “Too bad for
those men, they’re cheating dirtbags and deserve no such discretion.Too
bad for ALM, you promised secrecy but didn’t deliver.”
Several conversation threads on social media seem to echo this sentiment–
that people indulging in adultery deserve to have their private lives on display,
and that they “had it coming”.Passionate reactions like these fail to consider
the larger privacy implications. Can our online footprintremain private? And,
does data that we delete actually get deleted permanently?
32AshleyMadison Hack
Photo:Barn Imageson Flickr
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33. Flirting with data
People are increasingly dependent on their smartphonesand devices to
communicate and get things done. These devices collect extremely personal
data. People willingly part with personal information for convenience and the
impression that their information is secure.The recent hacks are increasingly
shattering this sense of security, and raising serious questions.
The AshleyMadison hack in particular showed that data theftcan lead to
more than financial damage – it can affectrelationships, marriages and
reputations.
Experts predict that cyber attackswill only get worse in the coming years –
what will that mean fordata privacy in the future,forcivilians, businesses and
governments?
Also see : Toronto policereporttwo suicidesassociatedwith AshleyMadisonhackand the EU’s
landmarkrulingthatinvalidatesthe Safe Harbordata transferagreementbetween the U.S. and
Europe
33AshleyMadison Hack
cio.com
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34. 34Twitter shuts down Politwoops
Twitter shuts down Politwoops
Politicians and those serving in public office are
expected to be transparent about their activities –
and this includes what they say on their social
networks.
The Sunlight Foundation is a non-profit that promotes transparency in
governance and works to make governmentdata available to the public. It
launched Politwoops in 2012. Acting as a trackingservice, Politwoops
archived the deleted tweets of politicians and diplomats on its website. It
accessed these deleted tweets through Twitter’s API. The service covers
30 countries,with the Sunlight Foundation tracking US leaders and the
Open State Foundation tracking leaders in 30 other countries.
In August 2015, Twitter revoked its API access forthe 30 countries –
months afterit revoked access for the US version of Politwoops – citing a
violation of its basic user agreement.
In its statement,Twitter said, “Honoring the expectationof user privacy for
all accounts is a priority for us, whether the user is anonymous or a
memberof Congress.”
via cityam.com
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35. Twitter’s decision to revoke Politwoops’ API access received some criticism.The Sunlight
Foundation even released a eulogy forPolitwoops soon afterthe shutdown.
The criticism arises fromTwitter’s association as a journalistic tool. Its everything-is-open-here
nature is what, in part, led to its mass appeal. By cutting off a service that informs people of
statementsthat politicians delete – for whatever reason – Twitter can be seen as going against
transparency and accountability. There’s also speculation that this move could be to retain
powerful figureson its website, as Twitter struggles to maintain growth of its user base.
While it can be argued that Twitter is only staying true to its privacy policies and treating
everyone on its website as an equal, there remains the larger question of whether
public figures like politicians should have the same privileges as civilians when
it comes to privacy on social networks. Getting into a position of political power by
default makesindividuals more accountable – and being scrutinized foreverything they say
comes with the power they hold. If a politician wants to delete a tweet because he wants to
dissociate himself fromwhat he said, don’t his followers – voters – have the right to know?
This also opens up the debate of whether a person can be held accountable forsimply sharing
something that a politician has said and later deleted on Twitter.It will be interesting to watch
how far Twitter will extend this rule, and how it will handle cases of quotes and screenshots of
deleted tweets – which will surely continue across the web.
35Twitter shuts down Politwoops
Some deletedtweets on Politwoops
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36. What elected politicians publicly say is a matter of public record.
Even when tweets are deleted, it’s part of parliamentary history.
These tweets were once posted and later deleted. What politicians
say in public should be available to anyone. This is not about typos
but it is a unique insight on how messages from elected politicians
can change without notice.
Arjan El Fassed
Director, Open State Foundation
Twitter shuts down Politwoops 36
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37. Bonus insights
from MSLGROUP

38. The Content Shot highlights one inspiring branded
content initiative every week, and identifies reasons for
its success.
Prepared by the Publicis Consultants Net Intelligenz team in Paris, the
newsletter is a great way stay up-to-date – and to practice your French!
The latest issue examines the #ConnectedSeries, a crowdsourcing
collaboration between Samsung and Vimeo, where 10 filmmakers were
invited to create short films that explore creativity through technology.
Why is it a success? The project involved artists from within the Vimeo
community, and gave them the creative freedom to express themselves. A
Tumblr launch ensured relevant visibility within the social community.
#ConnectedSeries explores the relation between technology and social
connectedness with stories that capture people’s imagination.
38TheContent Shot
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The Content Shot isavailable as an emailnewsletterin French.
Viewthe archiveand signup here.

39. People’s Insights is a collection of inspiring initiatives, insights and foresights shared by MSLGROUP’s
SPRINTers – our global team of 100+ strategic planners, researchers and insights experts.
People’s Insights covers the latest trends in engagement on both consumer and corporate sides.
We feature the best of these initiatives as People’s Insights monthly briefs, and original insights and
foresights – from our SPRINTers and other MSLGROUP experts - in our People’s Insights reports. We
share these on our social platforms and distribute freely to inspire more engaging campaigns.
Check out our latest report, Data In. Data Out. Transforming Big Data into Smart Ideas. *
People’s Insights is available as a blog, powerpoint decks, infographics, white papers and magazines,
a Kindle eBook and even an iPad app.
Follow us on Twitter at @PeoplesLab or subscribe to our newsletter to receive our monthly briefs and
quarterly magazines.
39About People’sInsights
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40. Thank you!
40
For more, visit: peopleslab.mslgroup.com/peoplesinsights