Download - Andreas Weigend @aweigend weigend
Andreas Weigend@aweigend
www.weigend.com
Customer Centricity:The Art of Social Datacleverbridge Networking Event, Boston12 October 2011
BuildingComputers
1970’s
ConnectingComputers
1980’s
ConnectingPages
1990’s
ConnectingPeople
2000’s
ConnectingSensors
2010’s
Social vs Transactional
Data vs Social Media
Revolution vs Evolution
“Social Data is the New Oil”
UN General Assembly, 8 November 2011
Irreversible Shift in Customer Mindset
Customers- engage- connect- share 3 times per week on average
Nike+
Smartphones and Sensors Context,
situation• Sound• Light
Customers interact• Tag• Scan
Location: Google Latitude
Location Absolute: Place, time
• Individual: Identity, History• Aggregate: Insights
Relative: Distance• To places: Advertising• Between people: Dating• Between devices: Risk
Create DistributeConsume
Everybody
The amount of data a person creates
doubles every 1.5 years
• after five years x 10• after ten years x 100
Social Data Growth is EXPONENTIAL
This year people will
generate
more data than mankind has from its beginning through last
year
Social Data Growth is EXPONENTIAL
* With social data being abundant,
attention has become the
scarcest resource.
* To get attention, people will do
anything, including socialize their
data
Economics of Social Data
The ABC
Attention Advertising
Belonging Branding
Collaboration Confusion
Two Monologues don’t make aDialogue
GDI, Zurich, January 2010
Twitter -- The Illusion of an Audience
World Innovation Forum, NYC, June 2010
Fundamental Shift in Communication
One-way Two-wayAsynchronous Synchronous
Planning InteractionList Flow
Private Public
Situation• Geo-
location• Device
Attention• Clicks,
Transactions
Intention• Search Connectio
n• Social
graph
User generated• Reviews
Data Strategy
Case study: What data for targeting of a new phone product?
Connection data
• Who called who?
Traditional segmentation
• Demographics• Loyalty
Connection data
Traditionalsegmentation
0.28%
Adoptionrate
1.35%
4.8x
Company
Customers
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?
1993
“On the Internet, nobody knows you’re a dog”
2011
“On the Internet, everybody knows you’re a dog”
Fraud reduction: Provide risk scores
Social network intelligence
Social graph targeting: Provide prospects
Audience
C2B: Customer to BusinessC2C: Customer to CustomersC2W: Customer to World
Amazon.com: Public sharing of interests
Who Can You Get To Work For You?
100M Customers
100k Employees
100 Specialists
Marketer-generated
awareconsider
buy useopinion
share
Consumer-generated
Funnel Megaphone
• Reduce barriers for contribution
• Design incentives that work
Get Your Customers To Work For You!
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 RoomOversized, Corner Room with North Times Square Views (Higher Floors are Preferred
Rooms Ending in:
Product
Customer
Brand
From controlled production for the masses…
… to uncontrolled production by the masses
Who talks to whom? Consumers to consumers
Who trusts whom?Shift from institutions to individuals
Who is in control? From e-commerce (company focus, Web 1.0)to me-commerce (customer focus, Web 2.0)to we-commerce (relationship focus, Web
3.0)
E Me We-commerce
• InnovationInternal External
“Most smart people don’t work here.” Bill Joy
• DataCollect and analyze Create and share
• ExperimentsPush and pray Launch and learn
Innovation
Do not have Somewhere alreadyCannot get Can! User will give
Must not use Embrace itBe secretive Be transparent
Information asymmetry
Information symmetry
Data Culture
Help people make better decisions Make it trivially easy for people to
contribute Give people an excuse to connect
Note: Products and services that use social data improve over time
Product Culture
Write the equations of your business in terms of customer centric metrics e.g., View-weighted availability
Capture the space created by the disappearing constraints of the past e.g., Communication costs
Company Culture
Andreas Weigend@aweigend
www.weigend.com
Thank you!Customer Centricity: The Art of Social Datacleverbridge Networking Event, Boston12 October 2011