The document discusses how data is created, shared, and used in the emerging "social data revolution". It notes that data production is shifting from being controlled by companies to being produced by consumers themselves. It also discusses how data sharing and use is moving from being centralized to being distributed among consumers directly. The social data revolution is changing business models from a focus on customers to facilitating customer-to-customer connections and insights.

1. © Andreas S. Weigend, PhD 2010‐06‐18
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
A Shift in Language
• Collect • Share
• Solicit • Distribute
• Mine • Interpret Andreas Weigend
• Segment • Empower @aweigend
www.weigend.com
Technologies Enabling Innovation In the last sixty seconds…
1800’s: Transport energy  4,000,000 Web searches
Industrial Revolution
500,000 Content shares
1900’s: Transport data 
100,000 Product searches
Information Revolution
40,000 Tweets created
2000’s: Create data 
40,000 Links shortened
Social Data Revolution
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2. © Andreas S. Weigend, PhD 2010‐06‐18
Waves of Innovation
1990’s: Search  find
us.hsmglobal.com/contenidos/… bit.ly/WIF2010
2000 s:
2000’s: Social  share
2010’s: Mobile  create
 Social Data Revolution
Agenda
Introduction Data and Behavior
I C2B (Customer-to-Business)
II C2C (Customer-to-Customer)
III C2W (Customer-to-World)
IV Insights
How the
Social Data Revolution 4:55–5:00pm Q&A
Changes (Almost) Everything
Connecting Connecting
Computers Pages
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3. © Andreas S. Weigend, PhD 2010‐06‐18
Connecting Underlying?
People
Data Data
The amount of data each person creates The amount of data each person creates
doubles every 1.5 … 2 years doubles every 1.5 … 2 years
2x □ after five years  x 10
□ after ten years  x 100
□ after twenty years  x 10000
time?
Since then…
+ Computation
+ Communication
+ Sensing
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4. © Andreas S. Weigend, PhD 2010‐06‐18
1 billion connected sensors 40 billion RFID tags
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5. © Andreas S. Weigend, PhD 2010‐06‐18
Pay-as-you-drive car insurance (GPS)
Monitors your excercise and sleep
99% DNA
overlap
Time Scales
Data, Technology: ~1 year
Social Norms: ~10 years
Biology: ~100k yrs
Agenda
Introduction Data and Behavior
I C2B (Customer-to-Business)
II C2C (Customer-to-Customer)
C2B
III C2W (Customer-to-World)
IV Insights Part I:
4:55–5:00pm Q&A
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6. © Andreas S. Weigend, PhD 2010‐06‐18
Imagine...
 You knew all the things people here have bought
 You knew all of their friends
 You knew their secret desires
+1 800-4-SCHWAB
... what would you do?
Amazon.com helps people
make decisions… …based on
reviews
Customers who bought this item also bought…
Customers who viewed this item ultimately bought…
Customers who viewed this item also viewed…
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7. © Andreas S. Weigend, PhD 2010‐06‐18
Amazon.com helps people
make decisions…
… based on
clicks and
purchases
Social proof:
Put your money
where your
mouth is
How do you know peoples’
secret desires?
Why do we World Innovation Forum
trust what
other buyers
recommend?
 Attention Data Sources New phone product: How to market?
Clicks, Transactions
 Intention
Search
 Traditional segmentation  Connection data
 Connection  Situation Demographics Who called whom?
Loyalty
Social graph Geo-location
Device
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8. © Andreas S. Weigend, PhD 2010‐06‐18
Business
1.35%
Adoption
rate
4.8x
0.28%
Customers
Traditional Connection
segmentation data
C2C = Customer-to-Customer
Part II: C2C
Customers share with each other
Result: Amazing conversion rates
Amazon.com Share the Love
since customer chooses
Content (the item)
Context
C t t (she just bought that item)
Connection (she asked Amazon to email her friend)
Conversation (information as excuse for communication)
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9. © Andreas S. Weigend, PhD 2010‐06‐18
Purpose of communication:
to transmit information?
Or is information just
an excuse for communication?
Social graph targeting
Provide list of prospects
What do my friends think of this product?
Fraud reduction Social network intelligence
–
Provide risk scores
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10. © Andreas S. Weigend, PhD 2010‐06‐18
Amazon.com: Public sharing of interests
Part III: C2W
Consumers
- Engage
- Sh
Share
- Connect
3 times per week
Add on‐line features to off‐line products…
“We are not in the business of keeping
the media companies alive.”
Trevor Edwards
Nike Corporate Vice President for
Brand and Category Management • Search tweets
“We are in the business of • Create tweets
connecting with consumers.” • Follow users
Q: Or rather in the business of facilitating
consumers to connect with each other?
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11. © Andreas S. Weigend, PhD 2010‐06‐18
The Illusion of an Audience
= + wheels
Part IV: Insights = + heels
From controlled production for the masses…
Customer
Product
Brand
… to uncontrolled production by the masses
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12. © Andreas S. Weigend, PhD 2010‐06‐18
Consumers
discussing
ideas
Consumers
helping
consumers
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13. © Andreas S. Weigend, PhD 2010‐06‐18
Corner / Oversized Rooms:
Rooms Ending in:
Oversized, Corner Room, Quiet
04 Room
Oversized, Corner Room with North
24 Times Square Views (Higher Floors
are Preferred
Rooms to Avoid:
Rooms Ending in:
01, 21 Possible Ice Machine / Elevator Noise
08, 17 Limited View Rooms
E  Me  We-business
 From e-business… (company focus, Web 1.0)
 …to me-business (customer focus , Web 2.0)
 …to we-business (community focus , Web 3.0)
Group buying… “get a better deal”
Innovation
 Dead data  Live data Introduction Data and Behavior
Collect and analyze  Create, share, experiment I C2B (Customer-to-Business)
II C2C (Customer-to-Customer)
 Internal  External
III C2W (Customer-to-World)
“Most smart people don’t work here.” Bill Joy
IV Insights
Q&A
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14. © Andreas S. Weigend, PhD 2010‐06‐18
bit.ly/WIF2010
Q&A @aweigend
Andreas Weigend
@aweigend www weigend.com
www.weigend.com
Marketer-generated Consumer-generated
be aware share
consider form opinion
buy use
Funnel Megaphone
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