Designer

How the Social Data Revolution Changes (Almost) Everything?
 
Professor Andreas S. Weigned, visiting Professor at Tsinghua University
 
Time: 19:45-20:45 9th Sept. 2009 (Wed.)
Venue: Shenyang Room, Pudong Shangri-la Hotel, Shanghai
Tsinghua-INSEAD EMBA: Master  Class and Information Session
 
Agenda:
 
Data
B2C
C2C
C2W(World)
Insights
Travel
 
Amazon:
 
Customer Review - US High, JP Medium, EU low
 
Customers buy ... also buy ...
Customers view ... also view ...
 
5-25% increase of sales - Impact of recommendation
 
Process of creating engineered for feedback
 
 
Data Source:
 
-Attention
    -Transactions
    -Clicks
-Intension
    -Search
-Situation
    -Device
    -Location
 
New mobile phone
 
Traditional segmentation
Demography
Loyalty
 
Connection data - Who called whom?
 
Context - you bought the item
Content - the item you bought
Connection - ask Amazon to email your friend
 
7 billion pieces of content shared in last 5 weeks - Facebook
 
Provide list of prospects -> social network intelligence
Provide risk scores ->Fraud Reduction
 
chain length
Real life 38% >= 4 people
Facebook 86% >= 4 people
 
Twitter
Jan -Jun 2009 Dell followed by 7K-70K Revenue 6M
 
Insights: connect people, data
 
Websites:
 
tripkick
booking
seatguru
virtualtourist member
 
Who talks to whom? C2C
Who trusts whom?
Who's in control? Shift customer centric, CRM->CMR (Customer Managed Relationships)
Who pays whom? Designing incentives for customer participation and interaction
 
How have consumer expectations changed towards creating sharing, accessing and controlling data?
 
http://weigend.com/blog
 
-Push to the customer, blog is not enough
 
Metadata -data of data
 
yobo.com