2014 CHALLENGE & FUTURE for DIGITAL by @wearesocialSG

@wearesocialsg • 1We Are Social
FUTURE FACTORS 2014WE ARE SOCIAL’S PROVOCATIONS ON HOW CONNECTED TECH WILL SHAPE OUR FUTURE
we
are
social
SIMON KEMP • WE ARE SOCIAL • MARCH 2014

THE FUTURE
BELONGS TO
THOSE WHO
IMAGINE
IT TODAY

IMAGINATION
INSPIRATION
INNOVATION

10 PROVOCATIONS TO
INSPIRE YOUR IMAGINATION

#01FROM DESTINATION
TO FUNCTION

DIGITAL CONNECTIVITY IS BECOMING
INCREASINGLY LIKE ELECTRICITY

THE INTERNET IS NOW MORE ABOUT
FACILITATION THAN AN END DESTINATION

THIS HAS ALREADY BEGUN…
OUR MOBILES PROBABLY
SPEND MORE TIME
ON THE INTERNET
THAN WE DO…
…AND IT’S LIKELY MANY
OF OUR OTHER
‘DEVICES’ WILL SOON
DO THE SAME…
ALWAYS-ON &
CONNECTED
THE INTERNET
OF THINGS
…SO WHY NOT
CONNECT YOUR BODY
TO THE INTERNET AS
WELL?
WEARABLE
TECHNOLOGY

HOW CAN WE USE CONNECTIVITY TO
ADD DISTINCT VALUE TO PEOPLE’S LIVES?

PLAN & DESIGN DIGITAL EXPERIENCES FOR
USEFULNESS, NOT FOR MERE DISTRACTION

#02THE EVOLUTION OF
BRAND CONTENT

ON-GOING, EVOLVING STORYTELLING

A CHANGING PARADIGM: FROM EFFICIENT
REPETITION TO EFFECTIVE ENGAGEMENT

CONTENT RABBIT WARRENS: MULTI-LAYERED
EXPERIENCES ACROSS MANY PLATFORMS

CONNECTIVITY MEANS THESE
EXPERIENCES CAN BE UBIQUITOUS

INVOLVE THE AUDIENCE AS PROTAGONISTS,
NOT MERELY PASSIVE SPECTATORS

BRANDS AS THE MODERN-DAY ‘MEDICI’:
CHAMPIONS OF TRULY AMAZING CONTENT
$!

~ NOAH BRIER
“RED BULL IS A
MEDIA COMPANY
THAT MAKES MONEY
BY SELLING DRINKS
INSTEAD OF ADS.

STOP ADVERTISING YOUR PRODUCTS,
AND START ‘PRODUCTISING’ YOUR ADVERTS

#03AN END TO
EGOCENTRIC
INTERRUPTION

THE CHOICE TO IGNORE, MOVE ON, OR
SHARE IS ONLY A MOUSE MOVEMENT AWAY

CONTENT BUSINESS MODELS STOP
CORRUPTING THEIR CORE OFFERING

BRAND COMMS EVOLVE FROM ADVERTS
TO BECOME PART OF THE PROPOSITION

SALES PROMOTIONS ARE REPLACED
BY UNIQUE, VALUE-ADD OFFERS

THE CONNECTED AUDIENCE BECOMES
MARKETERS’ MEDIUM OF CHOICE

EXPLORE NEW BUSINESS MODELS, E.G.
‘FREEMIUM’ AND ‘IN-BRAND PURCHASES’

INVEST MORE IN CREATING PRODUCTS AND
SERVICES THAT ARE WORTH TALKING ABOUT

#04FROM LISTENING
TO LEARNING

ORGANISATIONS MUST START USING BIG
DATA, AND STOP MERELY TALKING ABOUT IT

THE CONNECTIONS BETWEEN DATA MATTER
MORE THAN THE INDIVIDUAL DATA POINTS

OUR FOCUS SHOULD SHIFT FROM BROAD
DATA GATHERING TO DEEP DATA ANALYSIS

WHAT CAN SOCIAL LISTENING TELL US?
THE THINGS PEOPLE
LOVE, AND WHY
(OR WHY NOT)
THE RATIONALE THEY
OFFER FOR THE
CHOICES THEY MAKE
HEARTS MINDS
THE THINGS THEY
ACTUALLY DO: WHAT,
WHERE, WHEN, HOW
BEHAVIOUR

MAKING THINGS
PEOPLE WANT
MAKING PEOPLE
WANT THINGS
VS
~ JOHN WILLSHIRE • @WILLSH!

USE DATA TO UNDERSTAND THE FUTURE,
NOT JUST TO REPORT THE PAST

INVEST AS MUCH IN THE INTERPRETATION
OF DATA AS YOU DO IN COLLECTING IT

#05MEANINGFUL
MEASUREMENT

EGO AND VANITY METRICS ARE
DIVERTING US FROM VALUE CREATION

WE MUST MOVE FROM ENGAGEMENT AS
ATTENTION, TO INTEREST, DESIRE & ACTION
VS!

CYCLICAL ATTRIBUTION
HOW DID PEOPLE
FIRST FIND OUT
ABOUT THE BRAND?
WHAT TRIGGERS
VALUE-GENERATING
ACTIONS?
INTRODUCTION CONVERSION
HOW MANY OTHER
PEOPLE DO ACTIONS
INVOLVE AND INFLUENCE?
AMPLIFICATION

MEASURE WHAT MATTERS,
NOT JUST WHAT FLATTERS

#06CONNECTED
WELLBEING

CONNECTED BODY MONITORS THAT HELP
US UNDERSTAND OUR HEALTH AND FITNESS

THE RISE OF QUANTIFIED-SELF
PARTNERS AND CONSULTANTS

SOCIAL MEDIA FACILITATING BLOOD AND
ORGAN DONATION, AND ‘CLINICAL’ TRIALS

ANALYSIS OF SOCIAL ‘BIG DATA’ PREDICTS
AND IDENTIFIES THE SPREAD OF DISEASE

CONNECTED TECHNOLOGIES MAKE DISEASE
PREVENTION EASIER AND MORE EFFECTIVE

HOW CAN BRANDS USE CONNECTED TECH
TO HELP BUILD A HEALTHIER SOCIETY?

#07DIGITAL
DECAY

PEOPLE ARE INCREASINGLY WORRIED ABOUT
THE LEGACY OF THEIR DIGITAL FOOTPRINTS

THE INCREASING POPULARITY
OF ‘VANISHING INTERACTIONS’

THE RISE OF ANONYMOUS NETWORKS
?!

CAN YOU ADD MORE VALUE BY NOT
COLLECTING CONSUMERS’ DATA?

A ‘LITTLE SISTER’ APPROACH TO COUNTER
INVASIVE BIG BROTHER PHENOMENA

#08DATA AS
INDIVIDUAL
VALUE

A ‘LIFE OPERATING SYSTEM’: SIGN-IN ON A
FAMILIAR ECOSYSTEM ACROSS ALL DEVICES

THE RISE OF LOCATION-BASED MEMORY
REFERENCING AND ‘LIFE HISTORY’

PERSONAL DATA BECOMES A RESOURCE
THAT WE LICENSE FOR A FEE – A ‘DATA BANK’
$!

OFFER PEOPLE SOMETHING OF VALUE
IN RETURN FOR THEIR PERSONAL DATA

#09NETWORKED
ECONOMIES

THE POWER OF ‘NETWORK KNOWLEDGE’
AND THE RISE OF DISCOVERY ENGINES

THE DEMOCRATISATION OF EDUCATION
AND ‘LEARNING AS A CONSEQUENCE’

FROM SHOPPING TO
PERSONAL PROCUREMENT

THE ‘COMMUNICONOMY’: A RECIPROCAL
UNION OF CONNECTED INDIVIDUALS

P2P COLLABORATIVE CONSUMPTION
SHARE AND BORROW A
VARIETY OF ITEMS WITH
NEIGHBOURS AND
FRIENDS IN YOUR AREA
A COMMUNITY MARKET-
PLACE FOR OFFERING
AND FINDING UNIQUE
ACCOMMODATION
NEIGHBORGOODS AIRBNB
SHARE AND FIND FREE
CAR RIDES WITH
PEOPLE IN YOUR AREA
CARPOOLING

BRANDS HARNESS VALUE THROUGH SHARED
ACCESS, NOT JUST FROM ONE-OFF SALES

DESIGN AND BUILD FOR LONGER-TERM,
SHARABLE VALUE, NOT SHORT-TERM SALES

#10CURRENCIES FOR
A CONNECTED AGE

THE FORM AND FUNCTION OF MONEY IS
CHANGING IN THE CONNECTED ECONOMY

PAYMENT MADE FOR MOBILE,
INSTEAD OF MOBILE PAYMENT
$!

PEER-TO-PEER FINANCING

THE EMERGENCE OF A WIDELY USED,
NON-SOVEREIGN DIGITAL CURRENCY
e

MONEY COULD BE REPLACED ALTOGETHER
BY NEW BARTER FOR THE CONNECTED AGE

REDEFINE WHAT SUCCESS MEANS:
ACCUMULATION OF WEALTH vs. REAL VALUE

EXPLORE ALTERNATIVE APPROACHES TO
DELIVERING ENDURING VALUE EXCHANGE

WE ARE SOCIAL’S 10 PROVOCATIONS
1  FROM DESTINATION TO FUNCTION
2  THE EVOLUTION OF BRAND CONTENT
3  AN END TO EGOCENTRIC INTERRUPTION
4  FROM LISTENING TO LEARNING
5  MEANINGFUL MEASUREMENT
6  CONNECTED WELLBEING
7  DIGITAL DECAY
8  DATA AS INDIVIDUAL VALUE
9  NETWORKED ECONOMIES
10  CURRENCIES FOR A CONNECTED AGE

#BONUS
CHANGE AS A CHOICE

THE FUTURE
BELONGS TO
THOSE WHO
IMAGINE
IT TODAY

WHAT ARE YOU GOING TO
DO TO DRIVE CHANGE?

GET INVOLVED IN MAKING THE FUTURE:
SHARE, COLLABORATE, AND ACT

THE FUTURE
BELONGS TO
THOSE WHO
DEFINE
IT TODAY

wearesocial.sg • @wearesocialsg • 250We Are Social
FIND OUT MORE AT
WEARESOCIAL.SG

Making Friends & Inﬂuencing People • 45We Are Social
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.

Making Friends & Inﬂuencing People • 46We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, MANAGING DIRECTOR
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG

2014 CHALLENGE & FUTURE for DIGITAL by @wearesocialSG

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