1. weigend.com/speaking
The Art of Social Data
Andreas Weigend
socialdatalab.stanford.edu
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2. Imagine…
...you had all the data in the world
… what would you do
to delight your customers?
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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…
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4. So Lo Mo
• Social
• Local
• Mobile
• Proxy for person
• Easy interactions
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5. Consumer Mindset
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6. Social Data Revolution
Irreversible shift in mindset of consumers:
• who they are,
• how they relate,
• how they make decisions.
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7. 7

8. 8

9. Berkeley
SF Home
Facebook
Stanford
Google
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10. Content
Create 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
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12. Social Commerce
Case (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)
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14. Social Commerce
e-business
me-business
we-business
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15. Markets are Conversations
Conversations are Markets
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16. Identity based on
Attributes
Relationships
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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: Craigslist
Social: Airbnb, Astrid, Branchout
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20. Marketing
Audience (Segmentation)
Individual (Social commerce)
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21. The ABC of Social Data
Approval
Belonging
Connection
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22. Mindset
Skillset
Toolset
Dataset
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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
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