social data@world innovation forum

© Andreas S. Weigend, PhD 2010‐06‐18

www.weigend.com 1

Who creates data?

Production: Data is digital air

How will this data be shared?

Distribution: Everyone is a publisher

What will this data be used for?

Consumption: Behavior changes

•Collect • Share

A Shift in Language

•Solicit

•Mine

•Segment

•Distribute

• Interpret

•Empower

Andreas Weigend

@aweigendwww.weigend.com

1800’s: Transport energy

Industrial Revolution

Technologies Enabling Innovation

1900’s: Transport data

Information Revolution

2000’s: Create data

Social Data Revolution

4,000,000 Web searches

500,000 Content shares

In the last sixty seconds…

100,000 Product searches

40,000 Tweets created

40,000 Links shortened


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us.hsmglobal.com/contenidos/… bit.ly/WIF2010

1990’s: Search find

2000’s: Social share

Waves of Innovation

2000 s: Social share

2010’s: Mobile create

Social Data Revolution

Social Data RevolutionHow the

Changes (Almost) Everything

Introduction Data and Behavior

I C2B (Customer-to-Business)

II C2C (Customer-to-Customer)

Agenda


III C2W (Customer-to-World)

IV Insights

4:55–5:00pm Q&A

ConnectingComputers

ConnectingPages


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ConnectingPeople

Underlying?

Data

The amount of data each person creates

doubles every 1.5 … 2 years

2x

time?

Data

The amount of data each person creates

doubles every 1.5 … 2 years

□ after five years x 10

□ after ten years x 100

□ after twenty years x 10000

+ Computation

Since then…

+ Communication

+ Sensing


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1 billion connected sensors 40 billion RFID tags


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Pay-as-you-drive car insurance (GPS)Monitors your excercise and sleep

99% DNAoverlap

Time Scales

Biology: ~100k yrs

Social Norms: ~10 years

Data, Technology: ~1 year




Agenda



IV Insights

4:55–5:00pm Q&A

C2BPart I:


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+1 800-4-SCHWAB

Imagine...

You knew all the things people here have bought

... what would you do?

You knew all of their friends

You knew their secret desires

…based on reviews

Amazon.com helps peoplemake decisions…

Customers who bought this item also bought…

Customers who viewed this item also viewed…Customers who viewed this item ultimately bought…


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… based on clicks and purchases

Amazon.com helps peoplemake decisions…

Social proof:Put your money where your mouth is

Why do we trust what other buyers recommend?

How do you know peoples’secret desires?

World Innovation Forum

AttentionClicks, Transactions

Intention

Data Sources

SituationGeo-location

Device

Search

ConnectionSocial graph

New phone product: How to market?

Connection data

Who called whom?

Traditional segmentation

Demographics

Loyalty


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Adoptionrate

1.35%

4.8x

Connectiondata

Traditionalsegmentation

0.28%

Business

Customers

C2C = Customer-to-Customer

Customers share with each other

C2CPart II:

Amazon.com Share the LoveResult: Amazing conversion rates

since customer chooses

Content (the item)

C t t Context (she just bought that item)

Connection (she asked Amazon to email her friend)

Conversation (information as excuse for communication)


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Purpose of communication:to transmit information?

Or is information justan excuse for communication?

What do my friends think of this product?

Social graph targeting

Provide list of prospects

Fraud reduction

–

Provide risk scores

Social network intelligence


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C2WPart III:

Amazon.com: Public sharing of interests

Add on‐line features to off‐line products…

Consumers

- EngageSh- Share

- Connect

3 times per week

“We are not in the business of keeping the media companies alive.”

Trevor EdwardsNike Corporate Vice President forBrand and Category Management

“We are in the business of connecting with consumers.”

Brand and Category Management

Q: Or rather in the business of facilitating consumers to connect with each other?

• Search tweetsSearch tweets

• Create tweets

• Follow users


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The Illusion of an Audience

InsightsPart IV:

+ wheels=

+ heels=

Product

Customer

Product

Brand

From controlled production for the masses…

… to uncontrolled production by the masses


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Consumersdiscussing

ideas

Consumers helping

consumers


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Corner / Oversized Rooms:

04

24

Oversized, Corner Room, Quiet Room

Oversized, Corner Room with North Times Square Views (Higher Floors are Preferred

Rooms Ending in:

Rooms to Avoid:

01, 21

08, 17

Rooms Ending in:

Possible Ice Machine / Elevator Noise

Limited View Rooms

Group buying… “get a better deal”

From e-business… (company focus, Web 1.0)

E Me We-business

…to me-business (customer focus , Web 2.0)

…to we-business (community focus , Web 3.0)

Dead data Live dataCollect and analyze Create, share, experiment

Innovation

Internal External“Most smart people don’t work here.” Bill Joy



II C2C (Customer-to-Customer)II C2C (Customer-to-Customer)


IV Insights

Q&A


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Q & AAndreas Weigend

@aweigendwww.weigend.com

Q & Abit.ly/WIF2010

@aweigend

weigend.comwww

Marketer-generated

be aware

consider

buy use

form opinionshare

Consumer-generated

Funnel Megaphone