The document discusses how social data can be used to personalize services for users. It provides examples such as greeting users by name, suggesting friends and people to follow, targeting deals based on a user's profile knowledge, and suggesting gifts for friends based on their birthdays and interests. The document emphasizes that social data is only useful if used intelligently and that transparency is key to building trust with users. It also stresses the importance of privacy settings and obtaining user consent.

1. Using Social Data to Personalise
your service
Rummble Labs @ Internet World
24th April 2012
@LouisaEast

2. Social networks provide
Data Treasure Trove

3. Maximize value of Social data
Social Data is only useful if you use it intelligently
Data has moved from being
MINED over time to INTERPRETED in real-time

4. CMO biggest Challenges
Data Explosion - 71% Social Media - 68%

5. Overlay Sentiment from Social Graph
and other social networks

6. Encourage Social Sign On

7. Grab Immediate Attention

8. Eliminate Cold Start

9. Areas to Personalise
• Greeting by Name
Hello Bart!
• Show which other friends are using service
• Suggest People to follow

10. Target Deals
Target deals specific to
profile knowledge

11. Social Gift Finder
Suggest presents for friends based using
birthday and ‘likes’

12. Friends Reviews
Always prompt further interaction to expand profile

13. Location Aware
• Link with representatives at closest store
• Show friends close by
• Routes & training ideas for fitness
• Localized deals & recommendations

14. Facebook Actions
LIKE LISTEN WATCH READ PLAY

15. Create Custom Actions
Any VERB can become a custom action
create one for your service

16. Which network to use?
Match data set to your business goals

17. We Trust opinion of our friends
83% consumers say they trust a friend’s opinion
about products or services
Forrester Research 2008

18. Social Sharing
3.5 billion items shared per week on Facebook
Marc Zuckerberg believes each person will double
their sharing every 12 months

20. How do you know this about me?
Transparency is Key
Educate users on how you are using their data

21. Provide an Explanation
Because you have expressed an interest in
we thought you might like

22. Was this Useful?
 Offer a feedback loop
More like this Less like this

23. Cool vs Creepy
One Person’s Useful is another Person’s Freaky
Give granular privacy settings and ‘off’ switch

24. Find out who are the influencers surrounding
topics, brands and real time events
Show percentage of trust Analyse content of tweets
Connect similar people Provide other social networks

25. Find out who YOU should meet
iw2012.rummblelabs.com
include #iwexpo in all your tweets

26. Things are not always as they seem...
Important to include a semantic component
+

27. Questions?
@RummbleLabs @LouisaEast
Louisa@rummblelabs.com