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Social Media: Behind the Scenes

2013 week 09
ASTROTURFING
President Richard M. Nixon had White House staffers write
«letters to the editor» to various American newspapers, purporti...
william shakespeare
Et tu, Brute?

william shakespeare - Julius Caesar, 1599
Cassius

Brutus

Caesar

I will this night, in several hands, in at his windows throw,
As if they came from several citize...
f
r
u

t
o
r
t
s
A

A false or simulated «grass roots» movement
that’s really a Viral Marketing campaign.
Grassroot
A grassroots movement is one driven by the politics of a community.
The term implies that the creation of the mo...
One whose sole reason for participating
in a discussion or forum is to support,
or express agreement with another particip...
A pseudonym used by someone to
distance themselves from their actions,
especially to talk about themselves
in the guise of...
Bootstrapping

Bootstrapping in business means starting a business
without external help or capital.
ASTROTURFING 2.0
Puppet
mastering
bit.ly/scpo-09-01

Robot Wars
‣ Companies now use "persona management software"
‣ This software creates all the online furniture a real person
would pos...
bit.ly/scpo-09-02

bit.ly/scpo-09-03

bit.ly/scpo-09-04
ASTROTURFING
IN POLITICS
CHINA
网

水

Water army

50 cents party
280.000 employees

bit.ly/scpo-09-05
网

水

Water army

50 cents party
a group of Internet ghostwriters paid to post
online comments with particular content.
On...
bit.ly/scpo-09-06
KOREA
dec. 2012
National Intelligence Service
«Cyberwarfare Command» busted
bit.ly/scpo-09-09
Won Sei-hoon
Head of Secret Services
Won Sei-hoon

Park Geun-hye

Head of Secret Services

President of South Korea
Won Sei-hoon

Park Geun-hye

Moon Jae-in

Head of Secret Services

President of South Korea

Opponent
one week prior to presidential election

55,700

tweets

bashing president Park Geun-hye’s opponent
http://fr.slideshare.net/newstapa/south-korean-spy-agencysillegal-campaigning-on-sns
Aug 14th 2013 - Seoul
EUROPE
EU Troll Patrol
bit.ly/scpo-09-07
EU Troll Patrol

• 2m€ budget
• Monitoring conversation
• Sentiment Analysis
• Inhouse trained ‘troll patrol’ team
• actin...
FRANCE
Manuel Valls
France’s Homeland Security State Sec.
ASTROTURFING
IN MARKETING
BOOTSTRAPPING
A STARTUP
Steve Huffman
Reddit Cofounder

‘You would go to Reddit
in the early days, the first
couple of months and
there’d be tons o...
BASHING COMPETITION
A ‘cash for comment’ scandal
taiwansamsungleaks.org
bit.ly/scpo-09-10

bit.ly/scpo-09-11
ASTROTURFING
IN eREPUTATION
FAKE JOURNALISM
bit.ly/scpo-09-12
bit.ly/scpo-09-13

Nicolas Arpagian
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Sc po some-09-astroturfing

  1. 1. Social Media: Behind the Scenes 2013 week 09
  2. 2. ASTROTURFING
  3. 3. President Richard M. Nixon had White House staffers write «letters to the editor» to various American newspapers, purporting to be from ordinary citizens who favored Nixon's policies.
  4. 4. william shakespeare
  5. 5. Et tu, Brute? william shakespeare - Julius Caesar, 1599
  6. 6. Cassius Brutus Caesar I will this night, in several hands, in at his windows throw, As if they came from several citizens, Writings all tending to the great opinion That Rome holds of his name; wherein obscurely Caesar's ambition shall be glanced at william shakespeare - Julius Caesar, 1599
  7. 7. f r u t o r t s A A false or simulated «grass roots» movement that’s really a Viral Marketing campaign.
  8. 8. Grassroot A grassroots movement is one driven by the politics of a community. The term implies that the creation of the movement and the group supporting it are natural and spontaneous.
  9. 9. One whose sole reason for participating in a discussion or forum is to support, or express agreement with another participant.
  10. 10. A pseudonym used by someone to distance themselves from their actions, especially to talk about themselves in the guise of a neutral observer
  11. 11. Bootstrapping Bootstrapping in business means starting a business without external help or capital.
  12. 12. ASTROTURFING 2.0
  13. 13. Puppet mastering
  14. 14. bit.ly/scpo-09-01 Robot Wars
  15. 15. ‣ Companies now use "persona management software" ‣ This software creates all the online furniture a real person would possess: a name, email accounts, web pages and social media. ‣ Fake accounts can be kept updated by automatically reposting or linking to content generated elsewhere ‣ Human astroturfers can then be assigned these "pre-aged" accounts to create a back story ‣ Software can create "static IP addresses" for each persona, enabling different astroturfers "to look like the same person over time". ‣ The US Army is building such software
  16. 16. bit.ly/scpo-09-02 bit.ly/scpo-09-03 bit.ly/scpo-09-04
  17. 17. ASTROTURFING IN POLITICS
  18. 18. CHINA
  19. 19. 网 水 Water army 50 cents party 280.000 employees bit.ly/scpo-09-05
  20. 20. 网 水 Water army 50 cents party a group of Internet ghostwriters paid to post online comments with particular content. Online Chinese companies, the Chinese Gov. and the Communist Party of China employ people to make postings on social media in order to change public opinion.
  21. 21. bit.ly/scpo-09-06
  22. 22. KOREA
  23. 23. dec. 2012
  24. 24. National Intelligence Service «Cyberwarfare Command» busted bit.ly/scpo-09-09
  25. 25. Won Sei-hoon Head of Secret Services
  26. 26. Won Sei-hoon Park Geun-hye Head of Secret Services President of South Korea
  27. 27. Won Sei-hoon Park Geun-hye Moon Jae-in Head of Secret Services President of South Korea Opponent
  28. 28. one week prior to presidential election 55,700 tweets bashing president Park Geun-hye’s opponent
  29. 29. http://fr.slideshare.net/newstapa/south-korean-spy-agencysillegal-campaigning-on-sns
  30. 30. Aug 14th 2013 - Seoul
  31. 31. EUROPE
  32. 32. EU Troll Patrol
  33. 33. bit.ly/scpo-09-07
  34. 34. EU Troll Patrol • 2m€ budget • Monitoring conversation • Sentiment Analysis • Inhouse trained ‘troll patrol’ team • acting as EU official (no AT here)
  35. 35. FRANCE
  36. 36. Manuel Valls France’s Homeland Security State Sec.
  37. 37. ASTROTURFING IN MARKETING
  38. 38. BOOTSTRAPPING A STARTUP
  39. 39. Steve Huffman Reddit Cofounder ‘You would go to Reddit in the early days, the first couple of months and there’d be tons of... fake users’ bit.ly/scpo-09-08
  40. 40. BASHING COMPETITION
  41. 41. A ‘cash for comment’ scandal
  42. 42. taiwansamsungleaks.org
  43. 43. bit.ly/scpo-09-10 bit.ly/scpo-09-11
  44. 44. ASTROTURFING IN eREPUTATION
  45. 45. FAKE JOURNALISM
  46. 46. bit.ly/scpo-09-12 bit.ly/scpo-09-13 Nicolas Arpagian

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