Andreas Weigend @aweigend weigend

1. Andreas Weigend @aweigend www.weigend.com

3. 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

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

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

6. In the last sixty seconds…

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

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

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

10. Agenda

11. ConnectingComputers

12. ConnectingPages

13. ConnectingPeople

14. Underlying?

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

16. 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

18. Since then… + Communication + Sensing + Computation

19. 1 billion connected sensors

20. 40 billion RFID tags

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

24. Monitors your excercise and sleep

25. 99% DNAoverlap

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

27. Agenda

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

32. Customers whoboughtthis item alsobought…

33. Customers whoviewedthis item alsoviewed…

34. Customers whoviewedthis item ultimately bought…

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

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

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

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

39. 1.35% Adoptionrate 4.8x 0.28% • Traditionalsegmentation • Connection data

40. Business Customers

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

42. C2C Part II:

43. Amazon.com Share the Love

44. 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)

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

46. What do my friends think of this product?

47. Social graph targeting Provide list of prospects

48. Fraud reduction Provide risk scores

49. Social network intelligence

50. C2W Part III: