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Using Social Data to Personalise your service
Rummble Labs @ Internet World
24th April 2012
@LouisaEast
Social networks provide Data Treasure Trove
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
CMO biggest Challenges
Data Explosion - 71% Social Media - 68%
Overlay Sentiment from Social Graph and other social networks
Encourage Social Sign On
Grab Immediate Attention
Eliminate Cold Start
Areas to Personalise
• Greeting by Name
Hello Bart!
• Show which other friends are using service
• Suggest People to follow
Target Deals
Target deals specific to profile knowledge
Social Gift Finder
Suggest presents for friends based using
birthday and ‘likes’
Friends Reviews
Always prompt further interaction to expand profile
Location Aware
• Link with representatives at closest store
• Show friends close by
• Routes & training ideas for fitness
• Localized deals & recommendations
Facebook Actions
LIKE LISTEN WATCH READ PLAY
Create Custom Actions
Any VERB can become a custom action create one for your service
Which network to use?
Match data set to your business goals
We Trust opinion of our friends
83% consumers say they trust a friend’s opinion about products or services
Forrester Research 2008
Social Sharing
3.5 billion items shared per week on Facebook
Marc Zuckerberg believes each person will double their sharing every 12 months
How do you know this about me?
Transparency is Key Educate users on how you are using their data
Provide an Explanation
Because you have expressed an interest in
we thought you might like
Was this Useful?
Offer a feedback loop
More like this Less like this
Cool vs Creepy
One Person’s Useful is another Person’s Freaky
Give granular privacy settings and ‘off’ switch
Connect similar people
Show percentage of trust Analyse content of tweets
Find out who are the influencers surrounding topics, brands and real time events
Provide other social networks
Find out who YOU should meet
iw2012.rummblelabs.com
include #iwexpo in all your tweets
Things are not always as they seem... Important to include a semantic component
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