Explain the social thinking?

Social thinking is the ability of people to think socially in response to the changing needs of the society. It is also an idea of social consiousness that makes people becomes aware and more productive in doing thier social responsibility. 

Step away from the platform. Brands have really started recognising the value of great social thinking. But it’s a common misconception that “social thinking” means executing on Facebook, Twitter or the latest hot channel. In fact, it’s about understanding the concept of social insight. While traditional insights focus on individual motivations, social insights put this understanding in the context of our interpersonal relationships, communities and society.

Many of biggest winners at Cannes Lions last year were shining examples of social thinking. Take Australian train operator V/Line’s Guilt Trips campaign, winner of the Creative Effectiveness Grand Prix, or Happy ID from Coca-Cola, which also picked up an award. These human-centric ideas – built with culture at their core – are what people want to share, talk about and get involved with. They don’t belong to a singular platform or channel; they’re too big for that.

According to information and measurement company Nielsen, smartphone owners in the US use, on average, 27 apps each month, spending 65% more time on them than they did just two years ago. More apps and services means more competition for user attention, but there’s only so much time in a day. People don’t want to dig for value; they need it to be upfront and easy to personalise on the fly. Enter the push notification.

Formerly the digital equivalent of an annoying buzzing fly, better push notification implementations can actually help users economise their attention. Messaging services are a natural gateway for easing users into this new state of play. Facebook has reinvented Messenger as an app hub like WeChat and is using push notifications to extend its offer beyond the platform itself.

If you need proof of how push notifications are building new engagement spaces beyond mobile, desktop, apps and websites, look to the Apple Watch. At its core, the world’s leading wearable device is a very complex notification management tool. Getting the balance of push notifications right is going to be key to the success of new technologies such as this. People want to be informed – they don’t want to be annoyed.