This document summarizes a seminar on social data and privacy. It discusses what social data is, where it comes from, and different types of social data like demographics, interests, actions, interactions, recency and frequency. Social data provides insights into customers, brands, and can be used to create relationships and graphs to better understand people. When modeled effectively at large scale, social data provides significant business value across marketing, sales, and other functions by enabling more precise targeting and a personalized customer experience.

1. Social Data & Privacy Seminar
Social data and what you can do with it.
…….Or moving beyond simple social media broadcast marketing
to build one-to-one relationships
Alpesh Doshi (@alpeshdoshi), Fintricity
#smwsocialdata

2. What is Social Data? Where does it come from?
#smwsocialdata

3. Types of Social Data
#smwsocialdata

4. More… Types of Social Data
Demographics
Age, Gender,
Geography, HHI,
Level of Education,
List of friends,
Friends of Friends
Interests
Profile-Based, Contextual,
Demonstrated, Undeclared
Actions
Creating, Rating, Sending,
Sharing, Uploading,
Watching, and more
Interaction
How people interact with
content and ads: Clicks, time
spent, interactions, videos
completed
Recency and Frequency
How often and when
people express interests
or actions
Sentiment and Exposure
What people say, what
they read, and when and
how they say and read it
#smwsocialdata

5. Social Data = Big Data
#smwsocialdata
Data has moved from being mined over time to mined in real time

6. What can you do with Social Data
You can create relationships between data…. It helps to understand customers, brands.

7. Social Data - Detail

8. Social Graphs
A social graph can enable the modelling of the available data to help derive better
insight and analytics

9. Interest Graphs
Interest graphs can connect interests together to help understand people better
• Interests can help find patterns of things people like to do, like to listen to.
• Recommendations, Sentiment,
• Marketing similar products and services
Once you’ve’ modelled the right graphs, the opportunities to interpret data and provide far more
detailed and significant insights becomes possible – especially with large data sets!

10. A view of social data and what it could do for you

11. Social Data provides business value
Social Data can provide significant business value for marketing, PR, sales, distribution,
product development, logistics, research, insights,
• Provides the ability to smooth login process to websites, applications, social sites to
tailor the experience for the individual user
• Better target engagement, beyond simple messaging
• Doing this breeds trust and loyalty because a customer sees that you catering for
the individual needs – relevance, user experience
• It helps advertisers/publishers/agencies target advertising more precisely
• Need to scale and integrate social data and the process into the whole marketing
mix and operating model of the enterprise
• Determine more precise influence and reputation models
The skills required to help do this go beyond the current ability to use a tool. It
requires big data architecture and deep technology experience, data scientists,
application developers together with changes our how marketing is done.

12. Thank You
Alpesh Doshi (@alpeshdoshi), Fintricity
M: +44 7973 822820
W: www.fintricity.com