20 FEBRUARY 2014

PREDICTING SOCIAL CULTURE.

PREDICTING THE SOCIAL CULTURE �OF OUR FUTURE.�

The Neurobiology of Social Networking.�#smwsocialculture�

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Stefanie Kuhnhen, Grabarz & Partner | Markus von der Lühe, AdParlor�

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WHAT DO YOU REALLY KNOW ABOUT A PERSON�AFTER SEEING THIS?�

ENTERING A TOTALLY DIFFERENT WORLD.�

BECAUSE IF YOU LOOK AT THE SP WHISPER, �YOU ENCOUNTER SOMETHING TOTALLY DIFFERENT:�

WE HAVE SPLIT PERSONAS.�

DISPARATE SPs ARE A MANIFESTATION�OF OUR SPLIT PERSONAS – NOT THE TRIGGER.�

The Business Self �

The Wise Self �

The Spontaneous Self �

The Creative Self �

The Public Self �

The Secret Self �

The Collective Self �

The Int. Business Self �

OUR CURRENT STATUS QUO: �WE HAVE A DISINTEGRATED PRESENT.�

DISINTEGRATED PARTS OF OURSELVES�ARE MANIFESTED EVERYWHERE IN OUR SOCIETY.�

THERE IS A NEW NEED FOR INTEGRATION – �AND TECHNOLOGY WILL ENABLE IT.�

THE GOOD NEWS:�WE ALREADY ARE IN AN ERA OF TRANSITION.�

NEW SPs GAINING GROUND.�

Source. Global Web Index, World without China�

Reach of Mobile Communication Apps Q2 vs. Q4 2013 �Share of Mobile Users of this App among all Smartphone/Tablet Users�

ESPECIALLY TEENS TURN TO DIFFERENT PLATFORMS FOR DIFFERENT NEEDS.�

Source: jeffbulls.com�

Top 5 Social Platforms Globally – Demographic of Active Users Q1/2013 �

TWITTER‘S GROWTH IS STAGNATING.�

Source: techcrunch.com�

Twitter Monthly Average Users – MAU Increase Percentage (Quarter over Quarter) �

WHAT‘S APP SEEMS TO BE THE HOTTEST THING SINCE GANGNAM STLYE.�

Source: Whatsapp�

WhatsApp User Count Daubles In Less than a Year �Active User Base and Daily Message Volume�

SNAPCHAT HAS OUTRATED ALL ESTABLISHED �PHOTO SHARING SERVICES QUICKLY.�

Source: Bottenhall/TechCrunch�

Photos Shared on Top Social Networks November 2013 �

WECHAT AND LINE ARE SEEMINGLY CONQUERING THE WORLD FROM THE EAST.�

Source: WeChat �

Kakao Talk, WeChat and Line Growth Chart 2010-213 �

WHISPER SEEMS TO SATISFY AN UNMET NEED.�

AND TINDER IS REVOLUTIONISING �DATING CULTURE IN THE SAN FRANCISCO AREA.�

Sources: The Guardian; marieclaire.co.uk �

WE ARE IN AN ERA OF TRANSITION.�• A lot of volatility in user growth across different platforms�• New platforms emerging, others dying �• Facebook has become the „go to“ social network for older

audiences, but younger segments are again „searching“ �• Mobile and proximity is becoming more important (i.e. Tinder),

because it tears down the walls between the virtual and physical world – one possible step to true integration�

LET’S PEAK INTO OUR SOCIAL FUTURE. �As we have seen, social platforms are manifestations of our brain and psychology. If we can identify the social cognitive needs then we are potentially able to predict what other networks are to come. ��We selected a model from Australia for a number of reasons:�• It is comprehensive �• It uses the concept of social cognitive needs and Intelligence Centres�• It is based on brain science�• It can explain existing social platforms�• It gives us a glimpse of the future�

THE 6 SOCIAL COGNITIVE NEEDS OF�THE HUMAN BRAIN.�

THE (SIMPLIFIED) NEUROPOWER GRID.�

NEED 1: TRIBAL SPIRIT – BELONGING �

NEED 2: CREATIVITY – SELF EXPRESSION�

WHAT DO CHOCOLATE AND �FACEBOOK HAVE IN COMMON?�

Source Bloomberg welt.de�

SEVEN OUT OF TEN PEOPLE CHECK FACEBOOK BEFORE GOING TO SLEEP.�

20% OF THOSE SURVEYED ADMITTED THEY'VE ACTUALLY STOPPED HAVING SEX TO CHECK AN INCOMING TEXT.�

NEED 3: ENTREPRENEURIAL SPIRIT – ACHIEVEMENT�

FROM SELF-PRESENTATION TO�ACTIONABLE AND PROJECT-ORIENTED.�

NEED 4: EMOTIONAL INTELLIGENCE – CONNECTION�

NEED 5: PATTERN RECOGNITION – LEARNING �

NEED 6: VISION – FUTURE HOPE �

PLACING TODAYS SOCIAL PLATFORMS�ON THE NEUROPOWER GRID.�

EVEN MORE INTERESTING: WHAT DIGITAL NATIVES�STILL MISS IN TODAY‘S SOCIAL PLATFORMS.�

�• SECUTIRY: �

Data security and privacy are unmet need, Gen Z is aware of and yearns for �• AUTHENTICITY:�

Beyond the smiley teens yearn for authentic relationships, they want to know about all aspects of the other person they are in interaction with �

• CONNECTION:� Gen Z intuitively understand that meeting up virtually is not the real thing, they� have an urge to find a bridge between online connections and the offline world �

IF WE PUT OUR ENTREPRENEUR’S HAT ON,�HERE IS WHAT’S STILL TO COME.�

A platform facilitating a true 1-to-1 connection based on authenticity��

A platform which will give you a new security and privacy guarantee��

A platform which links people with a similar mindset to find comfort ��

A platform which helps to better link online and offline��

A platform of likeminded that visualize the future�

REAL ME �

NEST�

TRIBE �

SEAMLESS�

VISIONX �

FROM SOCIAL PLATFORM TO SOCIAL CULTURE: �A NARRATIVE IN 5 ACTS OF OUR FUTURE.�

LET’S THINK BIG(GER) NOW.�

INDULGENCE�A FEELING OF INVULNERABILITY. �

1990s �

UNCERTAINTY �FOCUS ON ME, MYSELF AND I.�

2000s �

AUTHENTICITY�BACK TO THE (HUMAN) ROOTS.�

2010s �

INTEGRATION�INTEGRATED OPPOSITES ARE THE NORM.�

2020s �

Pope�Franz.�

Google�Glass �

Car �Sharing�

9/11 �.Com Crisis� Financial-, Eco-, Econ-Crises�End of Cold War � Euro Intro � iPhone�

Fuku-�shima�

Mandela Free� Internet Revolution�

iPad�

Source: dieselsc.com�Source: meyersound.com�

Source: kampagnen.fischersarchiv.de�

1. INTELLIGENT CONSULTANTS WILL BE �THE NEW ENERGY GRID.�

Until 2025 we‘ll develop intelligent, technical consultants, whom we‘ll – and that‘s new –�trust more and more. They‘ll extend us and integrate man and machine.�

Source google.com/glass�

Source: gdeluxe.com�

ENERGY GRID MEANS: �WE WON’T WANT TO LIVE WITHOUT ANYMORE.�

A FUTURE MORNING ROUTINE WITH PETER.�So

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2. SOCIAL PLATFORMS WILL BE SMARTLY CURATED INTO OUR LIVES.�

Source: http://www.digitaltrends.com/home/imirror-looks-like-looking-glass-acts-like-touchscreen/�

In 2025 social platforms will function as seamless operating systems in the background.�We won‘t have to actively navigate them anymore.�

3. EVERYBODY WILL BE AN ENTREPRENEUR.�

In 2025, talents will become entrepreneurs and project workers. New job profiles will emerge, which will require integrated skill sets consisting of general and specialist knowledge.�

Source: Inc. Magazine�

SUCCESS IS AUTONOMY,�NOT NAPOLEONIC DOMINATION.�

4. THE INTERNET WILL DEVELOP �ITS OWN CONSCIOUSNESS.�

http://www.intel.de/content/www/de/de/embedded/intelligent-systems-overview.html �

In 2025, the internet will integrate all accessable information and will operate�as a central control system enabling higher level decision-making and choices.�

„I GOT A JOB FOR YOU!“ �

SOUNDS LIKE BREEDING GROUNDS FOR GEORGE ORWELL‘S „SURVEILLANCE SOCIETY“?�

5. A NEW ETHICS IS EMERGING, WHICH WILL UNDERPIN A BRIGHT DIGITAL FUTURE.�

A (DIFFERENT) DAY AT SCHOOL �WITH THOMMY.�

THIS NEW INTEGRATED SOCIAL CULTURE �WON‘T APPEAR ON ITS OWN.�

WE HAVE TO FOSTER IT, �LIVE IT, WORK IT AND PARENT IT�

EVERY SINGLE DAY.�

��MANY THANKS. #SMWSOCIALCULTURE ��STEFANIE.KUHNHEN@GRABARZUNDPARTNER.DE �MVDLUEHE@ADKNOWLEDGE.COM �

IMPRINT.�

The contents of this presentation are the intellectual property of Grabarz & Partner Werbeagentur GmbH and are subject to the currently valid copyright laws. �No part of this presentation may be used, or reproduced in any means, or

transmitted to a third party, without the prior consent of Grabarz & Partner Werbeagentur GmbH.�

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