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Curiosity Stop: The Social Innovation Roundup
December 2015
CURIOSITY STOP‘Social Thinking’ is understanding how and why people communicate, and using this insight to provide value for our clients. This understanding is an ongoing passion project for the agency.
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.
You’ll see some examples which prove our social trendspotting, and others which indicate what might happen next. But if you look really closely, you might catch a glimpse into the future of
how and why we use social.
Curiosity Stop >December
A lot has changed since ‘social’ simply meant a set of technologies that connected us with the world. Now social is part of our lives.
Today, it is so pervasive in our daily activities that it informs innovative projects from cutting-edge companies.
The insight is clear: if you want to build something that people will
love to use, share and talk about, build it with social at its core. This is true for all creative products, and applies to start-ups and technology
as much as marketing and storytelling.
In this issue of Curiosity Stop, we’ll talk about projects inspired by this principle - ranging from objects which connect you to your network,
to monitoring how people feel using Twitter conversation. We’ll even talk about short stories printed on paper, for commuters who want to
‘disconnect’. They’ll tell their friends about them later, turning the stories themselves into ‘social objects’.
Gabriele Cucinella, Ottavio Nava, Stefano MaggiManaging Directors, Italy, We Are Social
@PunkpostCo is here to make handw
TECH
Trend 1: Wearable Social
The forecasted wearable device market value for 2018 is $13Bn. We are entering a world of “Wearable Social” where movement, heartbeats and emojis are a new form of social language.
Meet the headset that allows the hearing impaired to keep up in conversations. Even if they don’t want to.
@PunkpostCo is here to make handw
Wearable Social > The Live-Time Closed Captioning System
What’s it all about?
The LTCCS is a headset designed for the hearing impaired. It provides real-time closed captioning of the conversation happening at that minute, so the wearer can join in as it happens.
The headset (which fits onto a normal pair of glasses) comes with a clip-on microphone and micro-computer. This way, the system is never interrupted or slowed down, as it would be with a multi-functioning headset like Google Glass.
The bigger picture
In a world of pointless innovations solving first world problems (see next slide), it’s great to see some cutting edge tech designed to make an actual difference.
CLICK TO TWEET:
Feeling the long distance strain? Get intimate in a heartbeat, with Pillow Talk.
Wearable Social >Pillow Talk
What’s it all about?
Pillow Talk is here to save your relationship. It comes in two parts; a wearable wristband, and a small speaker.
Spending the night apart? Wear your wristband to bed, and tell your partner to place the speaker under their pillow. Pillow Talk takes real-time heartbeat info from you, and plays it through the speaker. Your partner will fall asleep to the soothing sounds of your heart softly beating. Hopefully.
The bigger picture
We saw this trend in last month’s Curiosity Stop, with the wristbands that tell you when your bestie is nearby. Pillow Talk is also making use of wearable tech for a single, social use. This juxtaposes Apple and Google’s efforts to cram an entire smartphone into a tiny gadget.
CLICK TO TWEET:
@PunkpostCo is here to make handw Trend 2: Big Social Data
Say ‘Big Data’ out loud and everyone within six feet will know you work in marketing. But Big Data is often misunderstood and misused. The ‘Big Social Data’ trend is seeing smart brands mine conversations on social to help them create products and services their audiences really want - in real time.
Telling the world about your dodgy stomach? Your tweet may help hospitals prepare for a disease outbreak. Who knew?
Big Social Data >Twitter x Food Standards Agency
What’s it all about?
Last month, we reported that Twitter was useful for monitoring earthquakes. Well, seismic activity isn’t the only disaster the social network deals in.
The Food Standards Agency is using Twitter as an early-warning system for outbreaks of disease, such as the norovirus. Professor Guy Poppy used software to track hashtags related to illness, and found spikes in conversation. This information is potentially very useful for hospitals, so they can prepare accordingly.
The bigger picture
The ‘Big Social Data’ trend is providing brands an opportunity to create reactive products and services. Once this trend goes mainstream, will it still be an opportunity... or a necessity?
CLICK TO TWEET:
Trend 3: Community Commerce
Community Commerce is where positive behaviour, social and finance collide. We are starting to see communities rally around common causes for good, with positive financial outcomes for all involved.
Cheap access to the net with no strings attached? There’s nothing fishy about this government initiative, honest.
Community Commerce >mFish
What’s it all about?
A New York telecoms company has worked with the US State Department to provide Indonesian fishing communities with a local mobile network.
The purpose of mFish is to give fishermen access to tools like weather forecasts, market prices, and GPS. They can also chat with other fishermen and NGOs on the network, allowing them to report any sightings of illegal fishing.
The bigger picture
Most people’s understanding of social technology and the internet extends only to the largest and most mainstream platforms. This trend demonstrates how communities are coming together to find their financial solutions through social. Brands are welcome to help.
CLICK TO TWEET:
@PunkpostCo is here to make handw
Trend 4: Anti-Social
Anti-Social is a consumer response to the negative effects of having to maintain a social persona and being ‘always on’.
Anti-Social > The Short Edition Vending Machine
What’s it all about?
Publishing house Short Edition have set up eight free vending machines around Grenoble. While these machines don’t dispense delicious French snacks (more’s the pity), they do offer a variety of short stories.
The idea is to get the good people of Grenoble off Facebook and onto literature - via one, three or five minute stories. As the French would say, expand your mind, not your stomach. OK that was me, not the French. They bloody love croissants.
The bigger picture
We’re not about to unplug from reality anytime soon, so until then brands have the opportunity to create beautiful and resonant experiences IRL. (That people go and talk about on social. Obvs.)
CLICK TO TWEET:
If you’re jonesing for a snack in Grenoble, you’re outta luck. If you’re in the mood for a short story, however...
5: On The Horizon
These final innovations don’t fit neatly into our trends (dammit), but we reckon they are worth a mention. Successful innovations create expectation, so we’ll be keeping a keen eye on them. Watch this space - if they turn into a wider trend, you’ll be the first to know.
A UK police force is trialling Skype calls with crime victims. Tricky if you’ve had your iPad nicked...
On The Horizon >Cambridgeshire Police on Skype
What’s it all about?
Skype is usually reserved for calling your grandma on Christmas Day, but Cambridgeshire Police has found another use for the video chat application.
To save precious time spent on neighbourhood patrols and visiting burgled homes, the force are asking crime victims to speak to someone via Skype. A word of warning? Easy on the emojis, Bobby.
The bigger picture
We’ve seen GPs running consultations on Skype, and now it’s your local PC. We’re surprised it took Old Bill this long to work out they could Skype victims, given that video testimonial has been used in court before. It will be interesting to see if other public sector officials replace good old-fashioned footwork with Skype.
CLICK TO TWEET:
On The Horizon >Sharecare
What’s it all about?
Sharecare has launched an app which can tell how stressed you are, just by the sound of your voice. It uses voice analysis to screen your phone calls, providing real-time feedback on stress, behaviours and relationships.
It might, for example, tell you that your mother-in-law is stressing you out, in which case you’d be obliged to hang up. On the grounds of ill health, obviously.
The bigger picture
Artificial intelligence may be some way from making genuinely useful services, but it’s getting there. How soon before apps like Sharecare are giving emotional data to brands, so they can programmatically target content at us?
CLICK TO TWEET:
Mood ring playing up? Meet the app which listens to your phone calls, and tells you how you’re feeling.
On The Horizon >Later That Same Life
What’s it all about?
If you could interview your future self, what would you ask? Have drones taken over? Do I still hate fish? Did I ever manage to seduce Ryan Gosling?
At the tender age of 18, Peter "Stoney" Emshwiller recorded one half of an interview with himself. He asked all the hard-hitting questions, like “Are you exceedingly rich?” (cue laughter), and “Why don’t you tell me something that I would never have guessed?” 38 years later, he responded. Mind. Blown.
The bigger picture
Now that we’ve lived over a decade of our lives on social, we’re developing a new-found fondness for yesterday. The brilliant Timehop gives an indication of how powerful nostalgia can be. How can your brand harness this?
CLICK TO TWEET:
Man interviews himself, 38 years in the future. Spoiler alert: He looks much older.
WEARABLE SOCIALThe Live-Time Closed Captioning System
Pillow Talk
BIG SOCIAL DATATwitter x Food Standards Agency
COMMUNITY COMMERCEmFish
ANTI-SOCIALThe Short Edition Vending Machine
ON THE HORIZONCambridgeshire Police on Skype
Sharecare
Later That Same Life
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.
Trendspotting might get us unnaturally excited, but what really counts is action. If you'd like to speak to We Are Social about how to make innovation work for your brand, email us at
WHAT DO YOU THINK?Take our survey here.
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