Andreas Weigend, Social Data Revolution | MS&E 237, Stanford University, Spring 2011 | Course Wiki

Panel given May 07 at the Economist Big Data conference

Talk given April 18 to the ACM SF/Bay Area chapter

Notes taken at the DATA 2.0 conference

Andreas Weigend and Rick Smolan

Art of Social Data: How to Create Customer Value (Get customers to create stuff)

We're seeing an
Irreversible Shift in Customer Mindset

A scale that is connected, via bluetooth, that tweets your weight every time you step on it --> fuels behavior change

Nike plus:
Put the device in your shoe, it knows where you are. People then socialize the data about their running behavior; engage and form communities AROUND the data.

All of this is about smartphones and sensors:
A phone measures the CONTEXT you are in (sound, light).

Not only measures context, but enables interactions: The key is that they are lightweight: tagging, scanning, etc.

Take for example: checking in. You create a persistent record of where you were. Socializing your patterns of movement.

Two types of Location: Absolute and Relative.

Absolute: Place and Time
- Individual : Identity, Loyalty
- Aggregate: Movement, Insights

Relative: Distance
- To places: Advertising
- Between people: Dating
- Between devices: Fraud reduction (Example: A Square swipe recorded far from phone's actual location at the time)

Who consumes? Everyone.

10000000 Web Searchs
1000000 Facebook Posts
100000 Tweets

The amount of data a person produces doubles every 1.5 years! All of the data generated up to today will be less than what is generated this year alone.


(Two Way) Communication.

Why do people comment? Why do people like? All strategies to get ATTENTION, the one thing that can't be commoditized.

Compare this to old ABC's:

Brainwashing / Branding
Communication (ONE-WAY)

Rick Smolan

"Big Data is not Big Brother"

Data saves lives: Japan deployed a network of sensors to detect and blast a warning text to Japan a minute before the quake.

Data shifts our behavior: Prius dashboard isn't a measure of your car's use, it's more a measurable of yourself and your impact on the environment.

MIT Project: Attached sensors to pieces of trash and tracked their journeys.

Data construction kit will be released after the reflections in a digital mirror project to play with the data


Who Can You Get To Work For You?

100 Specialists used to be used by Best Buy to write product descriptions.

Instead of turning to the 100k employees, they turned to to the 100M customers in order to make their customers happier.

1. Reduced the barriers for contributions, and
2. Designed incentives that works


Travel examples of socializing data to have people do work for you:
Allowing filtering of reviews by description of purpose. By honestly volunteering your info, you get a better experience.

socialized data about where people prefer to sit.

Individual rooms are characterized by the people who have directly experienced.

Vivek Wadhwa - The New Information Age

Web 1.0 - "Search, get data"
Web 2.0 - "Real data, real relationships"
Web 3.0 - "Real identities generating massive amounts of data"

What data have we been gathering?

Pre Web and Web 1.0: Public Records, Census, Demographics

Web 2.0: Our Personal and Business Web Usage
What we watch, what we listen to, who we email, our age, health, socioeconomic status, etc.

"Big Brother couldn't imagine having all the data Google has"

Web 3.0: The Web gets social
  • Our work history
  • Our social/business contacts
  • What we like: food, entertainment, sex, travel, etc.

"We're talking about everything under the sun, it's all being recorded"
On business trips, "your wife may not know where you're staying, but Google does"

There's a lot more happening than meets the eye in Web 3.0 Though:

  • Medical Records
  • Personal videos
  • Surveillance Videos
  • Genome data. Personal sequencing today costs as less as $10,000. Cost will be down to $100 within 5 years.
  • Mobile data -- your phone tracking your every movement

Color keeps track of who else is in the room, how fast you moved your phone, listens through microphone.
"This is not 5 years from now, this is TODAY's data"

Every single person in India will have the fingerprints and retina scanned by the government. Will lead to the creation of the largest, most complex identity database ever.

3/4 of the world's population will be in a global identity database.

India will…

  • Increase public accountability by tracking, monitoring
  • Save taxpayers billions by reducing fraud and corruption
  • Introduce a cash-less, electronic means of disturbing benefits and making payments
  • Form the basis of public and private actors services
  • E-governance

But will…

  • Enable identity theft, security threats
  • Allow surveillance/internal security abuse

Banking startups here are in the Dark Ages, we need to look at India and Korea, they're banking systems are miles ahead, they've figured it out.

Open Government
Hundreds of thousands datasets already available...
There's been talk of it shutting down, but likelihood of OpenGov being shut down is the likelihood of the government itself shutting down. It isn't dead; it is here to stay.

What's possible?
1. COBALT, FORTRAN, old school languages are managing data for a lot of cities and public services, business services that were created 30 years ago
Someone here could rebuild these systems for 1/1000th of what it takes to maintain it currently.
Take all this data the govt is publishing, and re-do it.

2."Google is financing the pollution of the web" through adwords, encouraging spam farms.
"I don't want links [in response to a search], I want action"

Forget about Google and Web 2.0; This is where the money will be made, people who can make creative use of new data.

Interesting Video: 'The New Internet Environment'

Financial Times

Great TED Talk: Architecture that Senses and Responds

With footage from previous speaker in class! (trash tracking)