Andreas Weigend@aweigend
www.weigend.com
Customer Centricity:The Art of Social Datacleverbridge Networking Event, Boston12 October 2011
Location Absolute: Place, time
• Individual: Identity, History
• Aggregate: Insights
Relative: Distance• To places: Advertising
• Between people: Dating
• Between devices: Risk
The amount of data a person creates
doubles every 1.5 years
• after five years x 10
• after ten years x 100
Social Data Growth is EXPONENTIAL
This year people will
generate
more data than mankind has from its beginning through last
year
Social Data Growth is EXPONENTIAL
* With social data being abundant,
attention has become the
scarcest resource.
* To get attention, people will do
anything, including socialize their
data
Economics of Social Data
Two Monologues don’t make aDialogue
GDI, Zurich, January 2010
Twitter -- The Illusion of an Audience
World Innovation Forum, NYC, June 2010
Fundamental Shift in Communication
One-way Two-way
Asynchronous Synchronous
Planning Interaction
List Flow
Private Public
Situation• Geo-
location
• Device
Attention• Clicks,
Transactions
Intention• Search Connectio
n• Social
graph
User generated• Reviews
Data Strategy
Case study: What data for targeting of a new phone product?
Connection data
• Who called who?
Traditional segmentation
• Demographics
• Loyalty
Result: Amazing conversion rates
since customer chooses
Content (the item)
Context (she just bought that item)
Connection (she asked Amazon to email her
friend)
Conversation (information as excuse for
communication)
Or is information justan excuse for
communication?
Purpose of communication:to transmit information?
Fraud reduction: Provide risk scores
Social network intelligence
Social graph targeting: Provide prospects
• Reduce barriers for contribution
• Design incentives that work
Get Your Customers To Work For You!
Rooms to Avoid:
01, 21
08, 17
Rooms Ending in:
Possible Ice Machine / Elevator Noise
Limited View Rooms
Corner / Oversized Rooms:
04
24
Oversized, Corner Room, Quiet Room
Oversized, Corner Room with North Times Square Views (Higher Floors are Preferred
Rooms Ending in:
Who talks to whom? Consumers to consumers
Who trusts whom?Shift from institutions to individuals
Who is in control? From e-commerce (company focus, Web 1.0)
to me-commerce (customer focus, Web 2.0)
to we-commerce (relationship focus, Web 3.0)
E Me We-commerce
• InnovationInternal External
“Most smart people don’t work here.” Bill Joy
• DataCollect and analyze Create and share
• ExperimentsPush and pray Launch and learn
Innovation
Do not have Somewhere already
Cannot get Can! User will give
Must not use Embrace it
Be secretive Be transparent
Information asymmetry
Information symmetry
Data Culture
Help people make better decisions
Make it trivially easy for people to contribute
Give people an excuse to connect Note: Products and services that use social data improve over time
Product Culture
Write the equations of your business in terms of customer centric metrics e.g., View-weighted availability
Capture the space created by the disappearing constraints of the past e.g., Communication costs
Company Culture