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The Social Data Revolution: Transforming How We Create, Share, and Consume Information

The Social Data Revolution is changing every aspect of our lives by enabling individuals to become publishers, create data, and share insights. With the amount of data created by individuals doubling every 1.5 years, understanding data's role in behavior changes is critical. This revolution began with technological advancements from the Industrial Revolution to the Information Revolution, ultimately culminating in the social age. The agenda explores consumer-to-consumer dynamics, the power of social proof, and how insights can be harnessed for innovative marketing strategies.

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The Social Data Revolution: Transforming How We Create, Share, and Consume Information

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  1. Andreas Weigend @aweigend www.weigend.com

  2. 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

  3. A Shift in Language • Share • Distribute • Interpret • Empower • Collect • Solicit • Mine • Segment

  4. Technologies Enabling Innovation 1800’s: Transport energy  Industrial Revolution 1900’s: Transport data  Information Revolution 2000’s: Create data  Social Data Revolution

  5. In the last sixty seconds…

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

  7. Waves of Innovation  Social Data Revolution 1990’s: Search  find 2000’s: Social  share 2010’s: Mobile  create

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

  9. Agenda

  10. ConnectingComputers

  11. ConnectingPages

  12. ConnectingPeople

  13. Underlying?

  14. Data • The amount of data each person creates doubles every 1.5 … 2 years 2x time?

  15. 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

  16. Since then… + Communication + Sensing + Computation

  17. 1 billion connected sensors

  18. 40 billion RFID tags

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

  20. Monitors your excercise and sleep

  21. 99% DNAoverlap

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

  23. Agenda

  24. C2B Part I:

  25. +1 800-4-SCHWAB

  26. 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?

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

  28. Customers whoboughtthis item alsobought…

  29. Customers whoviewedthis item alsoviewed…

  30. Customers whoviewedthis item ultimately bought…

  31. Social proof: Put your money where your mouth is

  32. How do you know peoples’ secret desires? World Innovation Forum

  33. Data Sources • Attention • Clicks, Transactions • Intention • Search • Connection • Social graph • Situation • Geo-location • Device

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

  35. 1.35% Adoptionrate 4.8x 0.28% • Traditionalsegmentation • Connection data

  36. Business Customers

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

  38. C2C Part II:

  39. Amazon.com Share the Love

  40. Result:Amazingconversion 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)

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

  42. What do my friends think of this product?

  43. Social graph targeting Provide list of prospects

  44. Fraud reduction Provide risk scores

  45. Social network intelligence

  46. C2W Part III:

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