Future Factors - Provocations on how Connected Tech Will Shape Our Future (by WeAreSocial) Фактор будущего - Провокации о том, как технологии подключения будут определять наше будущее

1. @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

2. @wearesocialsg • 2We Are Social

3. @wearesocialsg • 3We Are Social
THE FUTURE
BELONGS TO
THOSE WHO
IMAGINE
IT TODAY

4. @wearesocialsg • 4We Are Social
IMAGINATION
INSPIRATION
INNOVATION

5. @wearesocialsg • 5We Are Social
10 PROVOCATIONS TO
INSPIRE YOUR IMAGINATION

6. @wearesocialsg • 6We Are Social
#01FROM DESTINATION
TO FUNCTION

7. @wearesocialsg • 7We Are Social
DIGITAL CONNECTIVITY IS BECOMING
INCREASINGLY LIKE ELECTRICITY

8. @wearesocialsg • 8We Are Social
THE INTERNET IS NOW MORE ABOUT
FACILITATION THAN AN END DESTINATION

9. @wearesocialsg • 9We Are Social
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

10. @wearesocialsg • 10We Are Social
HOW CAN WE USE CONNECTIVITY TO
ADD DISTINCT VALUE TO PEOPLE’S LIVES?

11. @wearesocialsg • 11We Are Social
PLAN & DESIGN DIGITAL EXPERIENCES FOR
USEFULNESS, NOT FOR MERE DISTRACTION

12. @wearesocialsg • 12We Are Social
#02THE EVOLUTION OF
BRAND CONTENT

13. @wearesocialsg • 13We Are Social
ON-GOING, EVOLVING STORYTELLING

14. @wearesocialsg • 14We Are Social
A CHANGING PARADIGM: FROM EFFICIENT
REPETITION TO EFFECTIVE ENGAGEMENT

15. @wearesocialsg • 15We Are Social
CONTENT RABBIT WARRENS: MULTI-LAYERED
EXPERIENCES ACROSS MANY PLATFORMS

16. @wearesocialsg • 16We Are Social
CONNECTIVITY MEANS THESE
EXPERIENCES CAN BE UBIQUITOUS

17. @wearesocialsg • 17We Are Social
INVOLVE THE AUDIENCE AS PROTAGONISTS,
NOT MERELY PASSIVE SPECTATORS

18. @wearesocialsg • 18We Are Social
BRANDS AS THE MODERN-DAY ‘MEDICI’:
CHAMPIONS OF TRULY AMAZING CONTENT
$!

19. @wearesocialsg • 19We Are Social
~ NOAH BRIER
“RED BULL IS A
MEDIA COMPANY
THAT MAKES MONEY
BY SELLING DRINKS
INSTEAD OF ADS.

20. @wearesocialsg • 20We Are Social
STOP ADVERTISING YOUR PRODUCTS,
AND START ‘PRODUCTISING’ YOUR ADVERTS

21. @wearesocialsg • 21We Are Social
#03AN END TO
EGOCENTRIC
INTERRUPTION

22. @wearesocialsg • 22We Are Social
THE CHOICE TO IGNORE, MOVE ON, OR
SHARE IS ONLY A MOUSE MOVEMENT AWAY

23. @wearesocialsg • 23We Are Social
CONTENT BUSINESS MODELS STOP
CORRUPTING THEIR CORE OFFERING

24. @wearesocialsg • 24We Are Social
BRAND COMMS EVOLVE FROM ADVERTS
TO BECOME PART OF THE PROPOSITION

25. @wearesocialsg • 25We Are Social
SALES PROMOTIONS ARE REPLACED
BY UNIQUE, VALUE-ADD OFFERS

26. @wearesocialsg • 26We Are Social
THE CONNECTED AUDIENCE BECOMES
MARKETERS’ MEDIUM OF CHOICE

27. @wearesocialsg • 27We Are Social
EXPLORE NEW BUSINESS MODELS, E.G.
‘FREEMIUM’ AND ‘IN-BRAND PURCHASES’

28. @wearesocialsg • 28We Are Social
INVEST MORE IN CREATING PRODUCTS AND
SERVICES THAT ARE WORTH TALKING ABOUT

29. @wearesocialsg • 29We Are Social
#04FROM LISTENING
TO LEARNING

30. @wearesocialsg • 30We Are Social
ORGANISATIONS MUST START USING BIG
DATA, AND STOP MERELY TALKING ABOUT IT

31. @wearesocialsg • 31We Are Social
THE CONNECTIONS BETWEEN DATA MATTER
MORE THAN THE INDIVIDUAL DATA POINTS

32. @wearesocialsg • 32We Are Social
OUR FOCUS SHOULD SHIFT FROM BROAD
DATA GATHERING TO DEEP DATA ANALYSIS

33. @wearesocialsg • 33We Are Social
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

34. @wearesocialsg • 34We Are Social
MAKING THINGS
PEOPLE WANT
MAKING PEOPLE
WANT THINGS
VS
~ JOHN WILLSHIRE • @WILLSH!

35. @wearesocialsg • 35We Are Social
USE DATA TO UNDERSTAND THE FUTURE,
NOT JUST TO REPORT THE PAST

36. @wearesocialsg • 36We Are Social
INVEST AS MUCH IN THE INTERPRETATION
OF DATA AS YOU DO IN COLLECTING IT

37. @wearesocialsg • 37We Are Social
#05MEANINGFUL
MEASUREMENT

38. @wearesocialsg • 38We Are Social
EGO AND VANITY METRICS ARE
DIVERTING US FROM VALUE CREATION

39. @wearesocialsg • 39We Are Social
WE MUST MOVE FROM ENGAGEMENT AS
ATTENTION, TO INTEREST, DESIRE & ACTION
VS!

40. @wearesocialsg • 40We Are Social
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

41. @wearesocialsg • 41We Are Social
MEASURE WHAT MATTERS,
NOT JUST WHAT FLATTERS

42. @wearesocialsg • 42We Are Social
#06CONNECTED
WELLBEING

43. @wearesocialsg • 43We Are Social
CONNECTED BODY MONITORS THAT HELP
US UNDERSTAND OUR HEALTH AND FITNESS

44. @wearesocialsg • 44We Are Social
THE RISE OF QUANTIFIED-SELF
PARTNERS AND CONSULTANTS

45. @wearesocialsg • 45We Are Social
SOCIAL MEDIA FACILITATING BLOOD AND
ORGAN DONATION, AND ‘CLINICAL’ TRIALS

46. @wearesocialsg • 46We Are Social
ANALYSIS OF SOCIAL ‘BIG DATA’ PREDICTS
AND IDENTIFIES THE SPREAD OF DISEASE

47. @wearesocialsg • 47We Are Social
CONNECTED TECHNOLOGIES MAKE DISEASE
PREVENTION EASIER AND MORE EFFECTIVE

48. @wearesocialsg • 48We Are Social
HOW CAN BRANDS USE CONNECTED TECH
TO HELP BUILD A HEALTHIER SOCIETY?

49. @wearesocialsg • 49We Are Social
#07DIGITAL
DECAY

50. @wearesocialsg • 50We Are Social
PEOPLE ARE INCREASINGLY WORRIED ABOUT
THE LEGACY OF THEIR DIGITAL FOOTPRINTS

51. @wearesocialsg • 51We Are Social
THE INCREASING POPULARITY
OF ‘VANISHING INTERACTIONS’

52. @wearesocialsg • 52We Are Social
THE RISE OF ANONYMOUS NETWORKS
?!

53. @wearesocialsg • 53We Are Social
CAN YOU ADD MORE VALUE BY NOT
COLLECTING CONSUMERS’ DATA?

54. @wearesocialsg • 54We Are Social
A ‘LITTLE SISTER’ APPROACH TO COUNTER
INVASIVE BIG BROTHER PHENOMENA

55. @wearesocialsg • 55We Are Social
#08DATA AS
INDIVIDUAL
VALUE

56. @wearesocialsg • 56We Are Social
A ‘LIFE OPERATING SYSTEM’: SIGN-IN ON A
FAMILIAR ECOSYSTEM ACROSS ALL DEVICES

57. @wearesocialsg • 57We Are Social
THE RISE OF LOCATION-BASED MEMORY
REFERENCING AND ‘LIFE HISTORY’

58. @wearesocialsg • 58We Are Social
PERSONAL DATA BECOMES A RESOURCE
THAT WE LICENSE FOR A FEE – A ‘DATA BANK’
$!

59. @wearesocialsg • 59We Are Social
OFFER PEOPLE SOMETHING OF VALUE
IN RETURN FOR THEIR PERSONAL DATA

60. @wearesocialsg • 60We Are Social
#09NETWORKED
ECONOMIES

61. @wearesocialsg • 61We Are Social
THE POWER OF ‘NETWORK KNOWLEDGE’
AND THE RISE OF DISCOVERY ENGINES

62. @wearesocialsg • 62We Are Social
THE DEMOCRATISATION OF EDUCATION
AND ‘LEARNING AS A CONSEQUENCE’

63. @wearesocialsg • 63We Are Social
FROM SHOPPING TO
PERSONAL PROCUREMENT

64. @wearesocialsg • 64We Are Social
THE ‘COMMUNICONOMY’: A RECIPROCAL
UNION OF CONNECTED INDIVIDUALS

65. @wearesocialsg • 65We Are Social
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

66. @wearesocialsg • 66We Are Social
BRANDS HARNESS VALUE THROUGH SHARED
ACCESS, NOT JUST FROM ONE-OFF SALES

67. @wearesocialsg • 67We Are Social
DESIGN AND BUILD FOR LONGER-TERM,
SHARABLE VALUE, NOT SHORT-TERM SALES

68. @wearesocialsg • 68We Are Social
#10CURRENCIES FOR
A CONNECTED AGE

69. @wearesocialsg • 69We Are Social
THE FORM AND FUNCTION OF MONEY IS
CHANGING IN THE CONNECTED ECONOMY

70. @wearesocialsg • 70We Are Social
PAYMENT MADE FOR MOBILE,
INSTEAD OF MOBILE PAYMENT
$!

71. @wearesocialsg • 71We Are Social
PEER-TO-PEER FINANCING

72. @wearesocialsg • 72We Are Social
THE EMERGENCE OF A WIDELY USED,
NON-SOVEREIGN DIGITAL CURRENCY
e

73. @wearesocialsg • 73We Are Social
MONEY COULD BE REPLACED ALTOGETHER
BY NEW BARTER FOR THE CONNECTED AGE

74. @wearesocialsg • 74We Are Social
REDEFINE WHAT SUCCESS MEANS:
ACCUMULATION OF WEALTH vs. REAL VALUE

75. @wearesocialsg • 75We Are Social
EXPLORE ALTERNATIVE APPROACHES TO
DELIVERING ENDURING VALUE EXCHANGE

76. @wearesocialsg • 76We Are Social
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

77. @wearesocialsg • 77We Are Social
#BONUS
CHANGE AS A CHOICE

78. @wearesocialsg • 78We Are Social
THE FUTURE
BELONGS TO
THOSE WHO
IMAGINE
IT TODAY

79. @wearesocialsg • 79We Are Social
WHAT ARE YOU GOING TO
DO TO DRIVE CHANGE?

80. @wearesocialsg • 80We Are Social
GET INVOLVED IN MAKING THE FUTURE:
SHARE, COLLABORATE, AND ACT

81. @wearesocialsg • 81We Are Social
THE FUTURE
BELONGS TO
THOSE WHO
DEFINE
IT TODAY

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

83. 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.

84. 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