2014 CHALLENGE & FUTURE for DIGITAL by @wearesocialSG

@wearesocialsg • 1 We Are Social

FUTURE FACTORS 2014 WE ARE SOCIAL’S PROVOCATIONS ON HOW CONNECTED TECH WILL SHAPE OUR FUTURE

we are social

SIMON KEMP • WE ARE SOCIAL • MARCH 2014

@wearesocialsg • 2 We Are Social

@wearesocialsg • 3 We Are Social

THE FUTURE BELONGS TO THOSE WHO

IMAGINE IT TODAY

@wearesocialsg • 4 We Are Social

IMAGINATION

INSPIRATION

INNOVATION

@wearesocialsg • 5 We Are Social

10 PROVOCATIONS TO INSPIRE YOUR IMAGINATION

@wearesocialsg • 6 We Are Social

#01 FROM DESTINATION

TO FUNCTION

@wearesocialsg • 7 We Are Social

DIGITAL CONNECTIVITY IS BECOMING INCREASINGLY LIKE ELECTRICITY

@wearesocialsg • 8 We Are Social

THE INTERNET IS NOW MORE ABOUT FACILITATION THAN AN END DESTINATION

@wearesocialsg • 9 We 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

@wearesocialsg • 10 We Are Social

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

@wearesocialsg • 11 We Are Social

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

@wearesocialsg • 12 We Are Social

#02 THE 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

@wearesocialsg • 18 We Are Social

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.

@wearesocialsg • 20 We Are Social

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

@wearesocialsg • 21 We Are Social

#03 AN END TO

EGOCENTRIC INTERRUPTION

@wearesocialsg • 22 We Are Social

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

@wearesocialsg • 23 We Are Social

CONTENT BUSINESS MODELS STOP CORRUPTING THEIR CORE OFFERING

@wearesocialsg • 24 We Are Social

BRAND COMMS EVOLVE FROM ADVERTS TO BECOME PART OF THE PROPOSITION

@wearesocialsg • 25 We Are Social

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

@wearesocialsg • 29 We Are Social

#04 FROM LISTENING

TO LEARNING

@wearesocialsg • 30 We Are Social

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

@wearesocialsg • 32 We Are Social

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

@wearesocialsg • 33 We 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

@wearesocialsg • 34 We Are Social

MAKING THINGS PEOPLE WANT

MAKING PEOPLE

WANT THINGS

VS

~ JOHN WILLSHIRE • @WILLSH!

@wearesocialsg • 35 We Are Social

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

@wearesocialsg • 37 We Are Social

#05 MEANINGFUL

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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#06 CONNECTED 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

@wearesocialsg • 46 We Are Social

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

@wearesocialsg • 47 We Are Social

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?

@wearesocialsg • 49 We Are Social

#07 DIGITAL DECAY

@wearesocialsg • 50 We Are Social

PEOPLE ARE INCREASINGLY WORRIED ABOUT THE LEGACY OF THEIR DIGITAL FOOTPRINTS

@wearesocialsg • 51 We Are Social

THE INCREASING POPULARITY OF ‘VANISHING INTERACTIONS’

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THE RISE OF ANONYMOUS NETWORKS

?!

@wearesocialsg • 53 We Are Social

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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#08 DATA 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’

@wearesocialsg • 58 We Are Social

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

$!

@wearesocialsg • 59 We Are Social

OFFER PEOPLE SOMETHING OF VALUE IN RETURN FOR THEIR PERSONAL DATA

@wearesocialsg • 60 We Are Social

#09 NETWORKED 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

@wearesocialsg • 65 We 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

@wearesocialsg • 66 We Are Social

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

@wearesocialsg • 67 We Are Social

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

@wearesocialsg • 68 We Are Social

#10 CURRENCIES FOR

A CONNECTED AGE

@wearesocialsg • 69 We Are Social

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

@wearesocialsg • 70 We Are Social

PAYMENT MADE FOR MOBILE, INSTEAD OF MOBILE PAYMENT

$!

@wearesocialsg • 71 We Are Social

PEER-TO-PEER FINANCING

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

e

@wearesocialsg • 73 We Are Social

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

@wearesocialsg • 74 We Are Social

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

@wearesocialsg • 75 We Are Social

EXPLORE ALTERNATIVE APPROACHES TO DELIVERING ENDURING VALUE EXCHANGE

@wearesocialsg • 76 We 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

@wearesocialsg • 77 We Are Social

#BONUS CHANGE AS A CHOICE

@wearesocialsg • 78 We Are Social

THE FUTURE BELONGS TO THOSE WHO

IMAGINE IT TODAY

@wearesocialsg • 79 We Are Social

WHAT ARE YOU GOING TO DO TO DRIVE CHANGE?

@wearesocialsg • 80 We Are Social

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

@wearesocialsg • 81 We Are Social

THE FUTURE BELONGS TO THOSE WHO

DEFINE IT TODAY

wearesocial.sg • @wearesocialsg • 250 We Are Social

FIND OUT MORE AT WEARESOCIAL.SG

Making Friends & Influencing People • 45 We 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 [email protected].

FIND OUT MORE AT WEARESOCIAL.SG.

Making Friends & Influencing People • 46 We Are Social

WE ARE SOCIAL SINGAPORE

SIMON KEMP, MANAGING DIRECTOR

@WEARESOCIALSG

[email protected]

+65 6423 1051

HTTP://WEARESOCIAL.SG