Andreas Weigend @aweigend www.weigend.com

1. Andreas Weigend @aweigend www.weigend.com San Francisco, CA 03 May 2010

3. 1990’s: Search - find2000’s: Social - share2010’s: Mobile - create 3 Decades of Innovation

4. Social Data Revolution How the Changes (Almost) Everything

5. Social Data Revolution • How do we “utilize” the “community”? • Who do we listen to? • Who do we co-create with? • Physical friends • Peers (similar properties to you) • Ad hoc (e.g., for car purchase) • Experts (what bestows authority?) • Institution? Past action? • Reputation/ brand as shortcut to allocate attention

6. Social Data Revolution In the last minute • 4,000,000 search queries, • 500,000 pieces of content shared on FB, • 100,000 product searches on Amazon.com, • 40,000 bit.ly urls created, • 40,000 tweets sent

7. Data creation andsharing • Who creates data? • Data is the digital air in which we breathe • How will this data be used? • Improve product design, service delivery, relationships • How will this data be shared? • Every company is a publishing company • What (if anything) does it mean to “own” data?

8. SocialData Revolution 1800’s: Transport energy  Industrial Revolution 1900’s: Transport data  Information Revolution 2000’s: Create and share data 

9. private public

10. Blippy: Sharing purchase info

11. Case study: weigend.com/blog Social: Distributed to FB friends

12. CompareFBconnecton blog withtraditional contact box (no social element)

13. ConnectingComputers

14. ConnectingPages

15. ConnectingPeople

16. Underlying?

17. 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

19. 1 billion connected flash players

20. 40 billion RFID tags worldwide

21. Pay-as-you-drive car insurance (GPS)

22. 99% DNAoverlap

23. Time Scales Biology: ~100k yrs Data, Technology: ~1year Social Norms: ~10 years

24. Social Data Revolution How the Changes (Almost) Everything

25. Purpose of communication:to transmit information? Or is information justan excuse for communication?

26. Web 0 Computers Web 1Pages Web 2People Data

28. C2B Part I:

29. +1 800-4-SCHWAB

30. Imagine... • You knew all the things people here have bought • You knew all of their friends • You knew their secret desires ... what would you do?

31. Decision making Discovery Recommendations

32. …but people want to discover and help with decisions! Google helps people find stuff

33. Amazon.com helps people make decisions… …based on reviews

34. C2B Data Strategy: • - Reviews • - Purchases, Clicks…

35. Customers whoboughtthis item alsobought…

36. Customers whoviewedthis item alsoviewed…

37. Customers whoviewedthis item ultimately bought…

38. Amazon.com helps people make decisions… … based on clicks and purchases

39. Process of creating and refining product space awareness… Shopping? … only occasionallypunctuated by purchases

40. How do you know peoples’ secret desires? Accounting

41. Amazon.com is engineered for feedback

42. Data Sources • Attention • Transactions • Clicks • Intention • Search • Context • Geolocation • Device

43. The Social Graph • Connection data

44. New phone product: How to market? • Traditional segmentation • Demographics • Loyalty • Connection data • Who called whom?

45. 1.35% Adoptionrate 4.8x 0.28% • Traditionalsegmentation • Connection data

46. Business Customers

47. C2C Part II:

48. C2C = Customer-to-Customer • Customers share with each other

49. Amazon.com Share the Love

50. Amazingconversion rates since you chose: Content (the item) Context (you just bought that item) Connection(you ask Amazon to email your friend) Conversation (information as excuse for communication)