Curiosity Stop: The Social Innovation Roundup

Techcrunch Disrupt 2016 Special

July 2016

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.

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.

#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.

#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 consumersone day want to “switch off” all brand content?

#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.

#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.

#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.

#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.

#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.

#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.

#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.

#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 theirproduct to that audience’s needs.

#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.

#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).

#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.

#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.

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

WE ARE SOCIALWe 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