1.
PREDICTING SOCIAL CULTURE.
20 FEBRUARY 2014

2.
PREDICTING THE SOCIAL CULTURE
OF OUR FUTURE.
The Neurobiology of Social Networking.
#smwsocialculture
Stefanie Kuhnhen, Grabarz & Partner | Markus von der Lühe, AdParlor

3.
WHAT DO YOU REALLY KNOW ABOUT A PERSON
AFTER SEEING THIS?

4.
ENTERING A TOTALLY DIFFERENT WORLD.

5.
BECAUSE IF YOU LOOK AT THE SP WHISPER,
YOU ENCOUNTER SOMETHING TOTALLY DIFFERENT:

6.
WE HAVE SPLIT PERSONAS.

7.
DISPARATE SPs ARE A MANIFESTATION
OF OUR SPLIT PERSONAS – NOT THE TRIGGER.
The Business Self
The Public Self
The Int. Business Self
The Spontaneous Self
The Secret Self
The Wise Self
The Collective Self
The Creative Self

8.
OUR CURRENT STATUS QUO:
WE HAVE A DISINTEGRATED PRESENT.

9.
DISINTEGRATED PARTS OF OURSELVES
ARE MANIFESTED EVERYWHERE IN OUR SOCIETY.

10.
THERE IS A NEW NEED FOR INTEGRATION –
AND TECHNOLOGY WILL ENABLE IT.

11.
THE GOOD NEWS:
WE ALREADY ARE IN AN ERA OF TRANSITION.

12.
NEW SPs GAINING GROUND.
Reach of Mobile Communication Apps Q2 vs. Q4 2013
Share of Mobile Users of this App among all Smartphone/Tablet Users
Source. Global Web Index, World without China

13.
ESPECIALLY TEENS TURN TO DIFFERENT
PLATFORMS FOR DIFFERENT NEEDS.
Top 5 Social Platforms Globally – Demographic of Active Users Q1/2013
Source: jeffbulls.com

14.
TWITTER‘S GROWTH IS STAGNATING.
Twitter Monthly Average Users – MAU Increase Percentage (Quarter over Quarter)
Source: techcrunch.com

15.
WHAT‘S APP SEEMS TO BE THE HOTTEST
THING SINCE GANGNAM STLYE.
WhatsApp User Count Daubles In Less than a Year
Active User Base and Daily Message Volume
Source: Whatsapp

16.
SNAPCHAT HAS OUTRATED ALL ESTABLISHED
PHOTO SHARING SERVICES QUICKLY.
Photos Shared on Top Social Networks November 2013
Source: Bottenhall/TechCrunch

17.
WECHAT AND LINE ARE SEEMINGLY
CONQUERING THE WORLD FROM THE EAST.
Kakao Talk, WeChat and Line Growth Chart 2010-213
Source: WeChat

18.
WHISPER SEEMS TO SATISFY AN UNMET NEED.

19.
AND TINDER IS REVOLUTIONISING
DATING CULTURE IN THE SAN FRANCISCO AREA.
Sources: The Guardian; marieclaire.co.uk

20.
WE ARE IN AN ERA OF TRANSITION.
• A lot of volatility in user growth across different platforms
• New platforms emerging, others dying
• Facebook has become the „go to“ social network for older
audiences, but younger segments are again „searching“
• Mobile and proximity is becoming more important (i.e. Tinder),
because it tears down the walls between the virtual and physical
world – one possible step to true integration

21.
LET’S PEAK INTO OUR SOCIAL FUTURE.
As we have seen, social platforms are manifestations of our brain and
psychology. If we can identify the social cognitive needs then we are
potentially able to predict what other networks are to come.
We selected a model from Australia for a number of reasons:
• It is comprehensive
• It uses the concept of social cognitive needs and Intelligence Centres
• It is based on brain science
• It can explain existing social platforms
• It gives us a glimpse of the future

22.
THE 6 SOCIAL COGNITIVE NEEDS OF
THE HUMAN BRAIN.

23.
THE (SIMPLIFIED) NEUROPOWER GRID.

24.
NEED 1: TRIBAL SPIRIT – BELONGING

25.
NEED 2: CREATIVITY – SELF EXPRESSION

26.
WHAT DO CHOCOLATE AND
FACEBOOK HAVE IN COMMON?
Source Bloomberg welt.de

27.
SEVEN OUT OF TEN PEOPLE CHECK FACEBOOK
BEFORE GOING TO SLEEP.

28.
20% OF THOSE SURVEYED ADMITTED THEY'VE ACTUALLY
STOPPED HAVING SEX TO CHECK AN INCOMING TEXT.

29.
NEED 3: ENTREPRENEURIAL SPIRIT – ACHIEVEMENT

30.
FROM SELF-PRESENTATION TO
ACTIONABLE AND PROJECT-ORIENTED.

31.
NEED 4: EMOTIONAL INTELLIGENCE – CONNECTION

32.
NEED 5: PATTERN RECOGNITION – LEARNING

33.
NEED 6: VISION – FUTURE HOPE

34.
PLACING TODAYS SOCIAL PLATFORMS
ON THE NEUROPOWER GRID.

35.
EVEN MORE INTERESTING: WHAT DIGITAL NATIVES
STILL MISS IN TODAY‘S SOCIAL PLATFORMS.
• SECUTIRY:
Data security and privacy are unmet need, Gen Z is aware of and yearns for
• AUTHENTICITY:
Beyond the smiley teens yearn for authentic relationships, they want to know
about all aspects of the other person they are in interaction with
• CONNECTION:
Gen Z intuitively understand that meeting up virtually is not the real thing, they
have an urge to find a bridge between online connections and the offline world

36.
IF WE PUT OUR ENTREPRENEUR’S HAT ON,
HERE IS WHAT’S STILL TO COME.
A platform facilitating a true 1-to-1 connection based on authenticity
REAL ME
A platform which will give you a new security and privacy guarantee
NEST
A platform which links people with a similar mindset to find comfort
TRIBE
SEAMLESS
VISIONX
A platform which helps to better link online and offline
A platform of likeminded that visualize the future

37.
LET’S THINK BIG(GER) NOW.
FROM SOCIAL PLATFORM TO SOCIAL CULTURE:
A NARRATIVE IN 5 ACTS OF OUR FUTURE.

38.
UNCERTAINTY
INDULGENCE
FOCUS ON ME, MYSELF AND I.
2000s
A FEELING OF INVULNERABILITY.
1990s
Source: meyersound.com
Source: dieselsc.com
End of Cold War Mandela Free
Internet Revolution
AUTHENTICITY
BACK TO THE (HUMAN) ROOTS.
2010s
Source: kampagnen.fischersarchiv.de
iPad
Fuku- Car
Pope
shima Sharing Franz.
Google
Glass
.Com Crisis
9/11
Euro Intro
iPhone Financial-, Eco-, Econ-Crises
INTEGRATION
INTEGRATED OPPOSITES ARE THE NORM.
2020s

39.
1. INTELLIGENT CONSULTANTS WILL BE
THE NEW ENERGY GRID.
Source: gdeluxe.com
Source google.com/glass
Until 2025 we‘ll develop intelligent, technical consultants, whom we‘ll – and that‘s new –
trust more and more. They‘ll extend us and integrate man and machine.

40.
ENERGY GRID MEANS:
WE WON’T WANT TO LIVE WITHOUT ANYMORE.

41.
Source: http://vimeo.com/12565020
A FUTURE MORNING ROUTINE WITH PETER.

42.
2. SOCIAL PLATFORMS WILL BE SMARTLY
CURATED INTO OUR LIVES.
Source: http://www.digitaltrends.com/home/imirror-looks-like-looking-glass-acts-like-touchscreen/
In 2025 social platforms will function as seamless operating systems in the background.
We won‘t have to actively navigate them anymore.

43.
3. EVERYBODY WILL BE AN ENTREPRENEUR.
Source: Inc. Magazine
In 2025, talents will become entrepreneurs and project workers. New job profiles will emerge,
which will require integrated skill sets consisting of general and specialist knowledge.

44.
SUCCESS IS AUTONOMY,
NOT NAPOLEONIC DOMINATION.

45.
4. THE INTERNET WILL DEVELOP
ITS OWN CONSCIOUSNESS.
http://www.intel.de/content/www/de/de/embedded/intelligent-systems-overview.html
In 2025, the internet will integrate all accessable information and will operate
as a central control system enabling higher level decision-making and choices.

46.
„I GOT A JOB FOR YOU!“

47.
SOUNDS LIKE BREEDING GROUNDS FOR
GEORGE ORWELL‘S „SURVEILLANCE SOCIETY“?

48.
5. A NEW ETHICS IS EMERGING, WHICH WILL
UNDERPIN A BRIGHT DIGITAL FUTURE.

49.
A (DIFFERENT) DAY AT SCHOOL
WITH THOMMY.

50.
THIS NEW INTEGRATED SOCIAL CULTURE
WON‘T APPEAR ON ITS OWN.

51.
WE HAVE TO FOSTER IT,
LIVE IT, WORK IT AND PARENT IT
EVERY SINGLE DAY.

52.
MANY THANKS. #SMWSOCIALCULTURE
STEFANIE.KUHNHEN@GRABARZUNDPARTNER.DE
MVDLUEHE@ADKNOWLEDGE.COM

53.
IMPRINT.
The contents of this presentation are the intellectual property of Grabarz & Partner
Werbeagentur GmbH and are subject to the currently valid copyright laws.
No part of this presentation may be used, or reproduced in any means, or
transmitted to a third party, without the prior consent of Grabarz & Partner
Werbeagentur GmbH.