weigend may2012slideshare
TRANSCRIPT
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The Art of Social Data
Andreas Weigendsocialdatalab.stanford.edu
weigend.com/speaking
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...you had all the data in the world
… what would you do to delight your customers?
Imagine…
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Beliefs
• The value of data is proportional to the (perceived) impact on decisions
• Social Data is the New Oil (UN, Nov
2011)
• The Internet is for P…
So Lo Mo
• Social
• Local
• Mobile
• Proxy for person
• Easy interactions
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Consumer Mindset
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Social Data Revolution
Irreversible shift in mindset of consumers:
• who they are,
• how they relate,
• how they make decisions.
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Stanford
Berkeley
SF Home
Create Distribute Consume
Content
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• Google has changed the way a billion people think about information
• Facebook has changed the way a billion people think about identity
• Amazon has changed the way a billion people think about purchasing
Social Commerce
Case (Amazon): Share The Love
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Amazing Conversion Rates
Why? Because the customer chose:
Content (the item)
Context (she just bought that item)
Connection (she asked Amazon to email her friend)
Conversation (information as excuse for communication)
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Social Commerce
e-business
me-business
we-business
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Markets are Conversations
Conversations are Markets
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Identity based on
Attributes
Relationships
Case (at&t): What data sources for targeting a new
phone product?
Social Graph(Who called
whom?)
Traditional Segmentation (Demographics,
Loyalty)
Social Graph
Segmentation
0.28%
Adoptionrate
1.35%
4.8x
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Business Models
Non-Social: Craigslist
Social: Airbnb, Astrid, Branchout
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Marketing
Audience (Segmentation)
Individual (Social commerce)
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The ABC of Social Data
Approval
Belonging
Connection
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Mindset
Skillset
Toolset
Dataset
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Join the Social Data Revolution!
youtube.com/socialdatarevolution
facebook.com/socialdatarevolution
lab: socialdatalab.com
slides: weigend.com/speaking
email: [email protected]
film: [email protected]