Andreas Weigend@aweigend

www.weigend.com

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

• Solicit

• Mine

• Segment

• Share

• Distribute

• Interpret

• Empower

A Shift in Language

1800’s: Transport energy

Industrial Revolution

1900’s: Transport data

Information Revolution

2000’s: Create data

Social Data Revolution

Technologies Enabling Innovation

4,000,000 Web searches

500,000 Content shares

100,000 Product searches

40,000 Tweets created

40,000 Links shortened

In the last sixty seconds…

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

1990’s: Search find

2000’s: Social share

2010’s: Mobile create

Waves of Innovation

Social Data Revolution

Social Data RevolutionHow the

Changes (Almost) Everything

Introduction Data and Behavior

I C2B (Customer-to-Business)

II C2C (Customer-to-Customer)

III C2W (Customer-to-World)

IV Insights

4:55–5:00pm

Q&A

Agenda

ConnectingComputers

ConnectingPages

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

1 billion connected sensors

40 billion RFID tags

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

Monitors your excercise and sleep

99% DNAoverlap

Biology: ~100k yrs

Time Scales

Social Norms: ~10 years

Data, Technology: ~1 year

Introduction Data and Behavior

I C2B (Customer-to-Business)

II C2C (Customer-to-Customer)

III C2W (Customer-to-World)

IV Insights

4:55–5:00pm

Q&A

Agenda

C2BPart I:

+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…

Social proof:Put your money where your mouth is

How do you know peoples’secret desires?

World Innovation Forum

Situation Geo-location

Device

Attention Clicks, Transactions

Intention Search

Data Sources

Connection Social graph

New phone product: How to market?

Connection data

Who called whom?

Traditional segmentation

Demographics

Loyalty

Connection data

Traditionalsegmentation

0.28%

Adoptionrate

1.35%

4.8x

Business

Customers

C2C = Customer-to-Customer

Customers share with each other

C2CPart II:

Amazon.com Share the Love

Result: Amazing conversion rates

since customer chooses

Content (the item)

Context (she just bought that item)

Connection (she asked Amazon to email her

friend)

Conversation (information as excuse for

communication)

Or is information justan excuse for

communication?

Purpose of communication:to transmit information?

What do my friends think of this product?

Social graph targeting

Provide list of prospects

Fraud reduction

–

Provide risk scores

Social network intelligence

C2WPart III:

Amazon.com: Public sharing of interests

Add on-line features to off-line products…

Consumers

- Engage- Share- Connect

3 times per week

“We are not in the business of keeping the media companies

alive.”

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

Trevor EdwardsNike Corporate Vice President forBrand and Category Management

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

each other?

• Search tweets

• Create tweets

• Follow users

The Illusion of an Audience

InsightsPart IV:

Product

Customer

Brand

From controlled production for the masses…

… to uncontrolled production by the masses

Consumersdiscussing

ideas

Consumers helpingconsumer

s

Rooms to Avoid:

01, 21

08, 17

Rooms Ending in:

Possible Ice Machine / Elevator Noise

Limited View Rooms

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:

Group buying… “get a better deal”

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

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

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

E Me We-business

Dead data Live dataCollect and analyze Create, share, experiment

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

Innovation

QuestionsPart V:

Do you have any advice on how we can be authentic in the era of Social Data?

For companies with limited resources, what are the costs of some of the suggestions you mentioned in the talk?

Audience Question 1

What is the most important ingredient for a successful innovation strategy?

Do you have any specific suggestion for traditional companies: how can we learn more about the culture change of the Social Data Revolution?

Audience Question 2

@aweigend

Andreas Weigend | www.weigend.com

Thank you!