Social Graphing

Doug CurlingNew Kent Capital

April 2011

Beyond

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 ProfilesUnique 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