Social
Graphing
Doug Curling
New Kent Capital
April 2011
In The Beginning…….
There was data about people:
- Anecdotal Personal Reference Data
- Financial Transaction & Credit Data
- Government “Public Record” Data
Now the largest and fast growing source of consumer
data is self-contributed data --- including social
network data !
We Built Profiles…..
• Consumer Credit Files
• Consumer Marketing Profiles
• Public Record Dossiers
Sometimes we used “snapshots” ----- and sometimes
we constructed “rings on a tree” to understand:
• Is there a Doug ?
• Are you that Doug ?
• What kind of person/consumer is Doug ?
Now Consumers Are Building
Their Own Profiles
Unique U.S. Visitors Per Month (12/10)
Facebook (153 million)
MySpace (50 million)
LinkedIn
(27 million)
Twitter
(24 Million)
Tumblr
(7 million)
Formspring (5 million)
Source: ComScore Feb 2011
So We’re Building New Data
Sets…..
•
•
•
•
•
•
Search Engine Queries
Web Sites Visited
Web Shopping Data
Web Posting Subjects/Content
Time of Day/Tool of Day Interaction Stats
Physical Location Data/Metrics
• Yada Yada Yada
And Mapping Connections…..
Trying to Figure Out This
…..and This…..
“Our” Willingness to Reveal has
Exploded
FACEBOOK asks me what I’m doing…….
TWITTER asks me what I’m thinking…….
FOURSQUARE asks me where I’m going…….
CONCLUSION: The internet is my new boyfriend!
How Do We Get Insight From
All This New Data ?
• Strength of Affinity --- not who or what I know --- but
instead who or what I give a S#IT about ?
• Topical Yodas --- the key influencers, by topic, in
each consumers network, whose opinion/trends
really matters to that consumer ?
• Behavioral Preferences --- decoding the things a
consumer says, does, joins and likes ?
So Who’s Doing Interesting New
Stuff ?
Investigative Due Diligence
• Matching and time tracking email and social
network exchanges between people
• Tracking escalation in “emotion language” usage
• Tracking usage of “fine print” language
• Transitions from written to verbal (ie, cell) exchanges
between advisors and friends
Social Media FCRA Background
Checks
Micro Finance Lending Using
Facebook/Gmail
Ghost Mob Marketing
What’s Next for Your Market ?
• Consumer created and self-managed profiles ?
• Building new (or transferring old) affinity after
rejection ?
• Mobile marketing, customer enrollment and
portfolio management ?
• A new opportunity for “social” financial partners ?
Questions/Discussion