The document summarizes insights from a special edition of 'Curiosity Stop' focused on social innovations presented at TechCrunch Disrupt 2016, emphasizing themes such as security and privacy, artificial intelligence, real-time data, content discovery, collaboration, and personalization. Each theme is accompanied by a dedicated talk highlighting the implications for marketers and businesses. The overarching goal is to understand and leverage social dynamics to enhance brand engagement and innovation.

1. Curiosity Stop:
The Social Innovation Roundup
Techcrunch Disrupt 2016 Special
July 2016

2. CURIOSITY STOP
‘Social Thinking’ is understanding how and why people communicate. We use this insight to
provide value for our clients. This understanding is an ongoing passion project for We Are
Social.
Our global team of 550 keep a keen eye out for intriguing changes in the social landscape. We
take the best of these innovations and compile them in the monthly
Curiosity Stop.
This Curiosity Stop special is focussed on the most interesting topics discussed during
Techcrunch Disrupt 2016. We have identified the six most interesting themes, and chosen a
dedicated talk for each of these.

3. Curiosity Stop >
TechCrunch Disrupt 2016
“TechCrunch Disrupt is the world’s leading authority in debuting
revolutionary startups,” as TechCrunch says.
At We Are Social we are strongly interested in understanding how
innovative products (and approaches) can be the perfect match for
brands.
That’s why we have picked the best of Techcrunch 2016’s talks to fill you in
on what’s going to be big over the next few months.
Enjoy this special edition of our Curiosity Stop, produced by a task force
assembled from our London and Milan offices.

4. #1 Security & Privacy >
The more we share on social platforms, the more
we freak out about companies using our data, or
worse… that all our passwords, credit card details
and saucy private messages will be stolen by
hackers. As marketers, security and privacy are hot
topics affecting how we talk to our customers.

5. #1 Security & Privacy >
Former NSA and CIA Director Michael Harden on Cyber
Security & Privacy
What’s it all about?
A conversation with former Director of the NSA and the
CIA General Michael Hayden on cyber security &
privacy. General Hayden believes that security services
need to get over the encryption debate. More and
more communication will be encrypted in a way that
no-one can break into, and security services need to
focus on what they can capture and analyse.
The bigger picture
There’s a growing lack in trust in our governmental
institutions and a desire for more privacy. This extends
to brands with people questioning the extraction of
private data for marketing purposes. Will consumers
one day want to “switch off” all brand content?

6. #1 Security & Privacy >
Can Technology Balance Security & Privacy?
What’s it all about?
This talk was about finding a balance between security
and privacy, and how startups can best lock down
customer data. The acceleration of the battle over
privacy and security in the tech space is a consequence
of a “huge shift” in the volume and type of data being
put online. We put our entire lives online, yet we’re still
really bad at computer security. We barely understand
how to secure our own devices.
The bigger picture
Find a balance between security and privacy through
the correct use of technology and networking. The
easiest way to achieve this goal is proper training of
tech employees within your business.

7. #2 Artificial Intelligence >
Pop culture’s representation of AI would have us
think it’s the stuff of a dystopian future. But in
reality it’s closer than we think, and is set to have a
metamorphic impact on business over the next
few years. One of the industries where it has most
potential? Marketing. From research to community
management, editorial and even creative, AI is
applying for your job.

8. #2 Artificial Intelligence >
Beyond Siri: The World Premiere of Viv with Dag Kittlaus
What’s it all about?
This talk was the first live demo of an AI service called
VIV, which is an IBM Watson competitor created by the
founder of Siri. Turns out, our individual voices will be
at the centre of the future of online interaction, thus
removing the need to download apps and learn how to
use them. This will mean we will ‘Google’ things less
and just ask our devices things like ‘can you pay Alex
£20 for the drinks last night?’
The bigger picture
The AI space is becoming increasingly interesting for
brands, but is still in its infancy. However, marketers
need to accept that AI will change the way we interact
with each other and brands.

9. #3 Real-Time Data >
Real-time data enables us to turn an ever
increasing torrent of information into something of
value for consumers (or ourselves). If we can use it
within smart objects, all the better.

10. #3 Real-Time Data >
Lumenus smart cycling apparel
What’s it all about?
Lumenus has launched a line of super smart cycle
safety clothing which uses data to keep you safe. Using
a mobile app which links up with this illuminated
clothing, it tracks your route and will pre-emptively
signal for you. It will even know when you’re at an
intersection (where one third of accidents happen) and
the coat will begin to strobe so you’re seen.
The bigger picture
Lumenus is a great example of how real-time data and
software can work in tandem with physical things.
These lights have the potential to be adapted to
almost any kind of data input, meaning Lumenus
could be rolled out to other sports and professions.

11. #4 From Discovery to Search >
We spend a ridiculous amount of time on the
internet - and yet, much of that is spent aimlessly
browsing through content. More and more, social
platforms are striving to deliver content that is
specifically sought out by users. Easier said than
done, mind.

12. #4 From Discovery to Search >
Now Live: Facebook with Fidji Simo
What’s it all about?
The head of Facebook Live talked about making Facebook
a video destination, not just a serendipitous channel for
discovery. Facebook is launching an attack on YouTube
with a dedicated hub for watching Live and recorded
videos. The progression of Facebook Video is turning
users from passive discoverers to active searchers of
video.
The bigger picture
The changes to Facebook Live will enable brands to be
more creative with live videos and implement them into
their general Facebook activity. Also, better metrics
mean better opportunities to target Live video - great
for marketers.

13. #4 From Discovery to Search >
Building an Obsessive Audience with theSkimm
What’s it all about?
The launch of an email news app called theSkimm, by two
female entrepreneurs. Their mission? To make it easier to
be smart. The founders knew that the first thing busy
millennial women do when they wake up is check their
email - and staying on top of the news can be a challenge.
theSkimm provides a daily email summary to help
subscribers stay on top. They learnt that by fitting into
people’s lives, it’s easier to get their attention.
The app’s Skimmahead function syncs up daily events with
the user’s calendar, to ensure users don’t miss those
launch events and hot ticket sales…
The bigger picture
Big brands would do well to learn from small start-ups.
Their desperation to succeed means they’re 100%
focused on their audience, and they mould their
product to that audience’s needs.

14. #5 Collaboration >
The face of business is transforming rapidly, and
CEOs are quickly realising that employees are a
company’s greatest assets. This is even more
pertinent for companies like Airbnb, Netflix and
Uber, where employees (and a killer user interface)
are all they’ve got. The key to success in this
landscape? Collaboration.

15. #5 Collaboration >
Talmon Marco and Juno take on Uber
What’s it all about?
The CEO of Juno explained how he plans to take on giant
competitors like Uber. The biggest difference is that Juno
hires drivers and gives them the opportunity to be part of
the business, by owning it. Their mission is simple: give
people the most satisfying experience when they need a
ride. How? By making drivers happy and committed to
doing their job.
The bigger picture
If you want to make your customers happy, you have to
make your employees happy too, and making them part
of the business allows you to give them control - and
happiness.
Another advantage? The ability to respond to changing
markets: if autonomous cars become ubiquitous,
Juno’s drivers will continue in the business in a
different way (e.g. by owning an autonomous car).

16. #6 Personalisation >
Thanks to the internet, devices and apps, we can buy
almost anything we like, from wherever we like and
have it delivered to us, whenever we like. What this
means for brands is, more and more, consumers call
the shots. If you don't give them what they want,
how they want it in the absolute most convenient
way, then someone else will. The key to staying
ahead of the competition is to understand what it is
your audience wants, and give it to them. On their
terms.

17. #6 Personalisation >
Eat, Pray, Swipe: App Dating
What’s it all about?
A talk by three female founders of dating apps (Bumble,
Coffee Meets Bagel, Her). They addressed the clear
imbalance in the dating app space: both in gender ratio
(65% of users are men) and activity level (the messaging
activity on Tinder is 10x higher for men than women).
How to solve this imbalance? By going beyond just dating
apps, and designing communities where users can also
find friendship, advice, and/or support.
The founders also pointed out that in a saturated market,
finding ways to increase conversations (the main metric)
through user experience design is key.
The bigger picture
Designing different experiences for men and
women is a winning strategy to monetise different
behaviours; this is valid for dating apps as well as in
other situations where gender behaviours differ.

18. SECURITY & PRIVACY
Former NSA and CIA Director Michael
Harden on Cyber Security & Privacy
Can Technology Balance Security &
Privacy?
ARTIFICIAL INTELLIGENCE
Beyond Siri: The World Premiere of
Viv with Dag Kittlaus
REAL-TIME DATA
Lumenus smart cycling apparel
FROM DISCOVERY TO SEARCH
Now Live: Facebook with Fidji Simo
COLLABORATION
Talmon Marco and Juno take on Uber
PERSONALISATION
Building an Obsessive Audience with
theSkimm
Eat, Pray, Swipe: App Dating

19. WE ARE SOCIAL
We Are Social is a global agency with offices in five continents
(Antarctica is a little too chilly for our liking).
We deliver world-class creative ideas with forward-thinking brands, and have fun doing it.
Our clients include adidas, Google and Netflix.
As an international team of 550+, our passion is people.
Our mission is to put social thinking at the centre of marketing.
If you'd like to speak to We Are Social about how to make innovation work for your brand,
email us at talktous@wearesocial.net