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Weigend may2012slideshare

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  • Hill, Provost, & Volinsky, Network-based Marketing. Statistical Science 21 256–276 (2006)
  • Transcript

    • 1. weigend.com/speaking The Art of Social Data Andreas Weigend socialdatalab.stanford.edu 1
    • 2. Imagine…...you had all the data in the world … what would you do to delight your customers? 2
    • 3. 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… 3
    • 4. So Lo Mo• Social• Local• Mobile• Proxy for person• Easy interactions 4
    • 5. Consumer Mindset 5
    • 6. Social Data RevolutionIrreversible shift in mindset of consumers:• who they are,• how they relate,• how they make decisions. 6
    • 7. 7
    • 8. 8
    • 9. BerkeleySF Home FacebookStanford Google 9
    • 10. ContentCreate Distribute Consume
    • 11. • 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 11
    • 12. Social CommerceCase (Amazon): Share The Love 12
    • 13. 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) 13
    • 14. Social Commercee-businessme-businesswe-business 14
    • 15. Markets are ConversationsConversations are Markets 15
    • 16. Identity based on AttributesRelationships 16
    • 17. Case (at&t): What data sources for targeting a new phone product?Traditional Segmentation Social Graph (Demographics, Loyalty) (Who called whom?)
    • 18. 1.35% Adoption rate 4.8x 0.28%Segmentation Social Graph
    • 19. Business Models Non-Social: CraigslistSocial: Airbnb, Astrid, Branchout 19
    • 20. Marketing Audience (Segmentation)Individual (Social commerce) 20
    • 21. The ABC of Social DataApprovalBelongingConnection 21
    • 22. MindsetSkillsetToolsetDataset 22
    • 23. Join the Social Data Revolution! youtube.com/socialdatarevolution facebook.com/socialdatarevolution lab: socialdatalab.com slides: weigend.com/speaking email: aweigend@stanford.edu film: ideas@socialdatafilm.com 23