@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

@wearesocialsg • 2We Are Social

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

@wearesocialsg • 4We Are Social
IMAGINATION INSPIRATION INNOVATION

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10 PROVOCATIONS TO INSPIRE YOUR IMAGINATION

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#01FROM DESTINATION TO FUNCTION

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DIGITAL CONNECTIVITY IS BECOMING INCREASINGLY LIKE ELECTRICITY

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THE INTERNET IS NOW MORE ABOUT FACILITATION THAN AN END DESTINATION

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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

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

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

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#02THE EVOLUTION OF BRAND CONTENT

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ON-GOING, EVOLVING STORYTELLING

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A CHANGING PARADIGM: FROM EFFICIENT REPETITION TO EFFECTIVE ENGAGEMENT

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CONTENT RABBIT WARRENS: MULTI-LAYERED EXPERIENCES ACROSS MANY PLATFORMS

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CONNECTIVITY MEANS THESE EXPERIENCES CAN BE UBIQUITOUS

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INVOLVE THE AUDIENCE AS PROTAGONISTS, NOT MERELY PASSIVE SPECTATORS

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

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

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

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#03AN END TO EGOCENTRIC INTERRUPTION

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

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CONTENT BUSINESS MODELS STOP CORRUPTING THEIR CORE OFFERING

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BRAND COMMS EVOLVE FROM ADVERTS TO BECOME PART OF THE PROPOSITION

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SALES PROMOTIONS ARE REPLACED BY UNIQUE, VALUE-ADD OFFERS

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THE CONNECTED AUDIENCE BECOMES MARKETERS’ MEDIUM OF CHOICE

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

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

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#04FROM LISTENING TO LEARNING

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

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THE CONNECTIONS BETWEEN DATA MATTER MORE THAN THE INDIVIDUAL DATA POINTS

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

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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

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

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

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

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#05MEANINGFUL MEASUREMENT

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EGO AND VANITY METRICS ARE DIVERTING US FROM VALUE CREATION

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

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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

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MEASURE WHAT MATTERS, NOT JUST WHAT FLATTERS

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#06CONNECTED WELLBEING

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CONNECTED BODY MONITORS THAT HELP US UNDERSTAND OUR HEALTH AND FITNESS

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THE RISE OF QUANTIFIED-SELF PARTNERS AND CONSULTANTS

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

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

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CONNECTED TECHNOLOGIES MAKE DISEASE PREVENTION EASIER AND MORE EFFECTIVE

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

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#07DIGITAL DECAY

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PEOPLE ARE INCREASINGLY WORRIED ABOUT THE LEGACY OF THEIR DIGITAL FOOTPRINTS

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THE INCREASING POPULARITY OF ‘VANISHING INTERACTIONS’

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THE RISE OF ANONYMOUS NETWORKS ?!

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

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

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#08DATA AS INDIVIDUAL VALUE

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

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

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

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OFFER PEOPLE SOMETHING OF VALUE IN RETURN FOR THEIR PERSONAL DATA

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#09NETWORKED ECONOMIES

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

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THE DEMOCRATISATION OF EDUCATION AND ‘LEARNING AS A CONSEQUENCE’

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FROM SHOPPING TO PERSONAL PROCUREMENT

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THE ‘COMMUNICONOMY’: A RECIPROCAL UNION OF CONNECTED INDIVIDUALS

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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

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

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

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#10CURRENCIES FOR A CONNECTED AGE

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

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PAYMENT MADE FOR MOBILE, INSTEAD OF MOBILE PAYMENT $!

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PEER-TO-PEER FINANCING

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

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

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

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EXPLORE ALTERNATIVE APPROACHES TO DELIVERING ENDURING VALUE EXCHANGE

@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

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#BONUS CHANGE AS A CHOICE

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THE FUTURE BELONGS TO THOSE WHO IMAGINE IT TODAY

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WHAT ARE YOU GOING TO DO TO DRIVE CHANGE?

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

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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