Technological innovation has dramatically increased the types andvolume of personal information created and captured. Social networks,mobile devices, thermostats, cars, even kitchen appliances collect andaggregate data from and about users. Personal data is among the mostvaluable assets for the current crop of tech startups. On the darkside, consumers have very little conception of the amount of data theyare creating and sharing and little appreciation of the potential risksand harms. On the bright side, data-based innovation can lead to newproducts, more efficiency, and lower costs. How can we protectourselves, without overreacting, in the age of data abundance? Can wetrust in the market to deliver the appropriate controls and usereducation, or do we need regulatory intervention? This session is sponsored by CNET / CBS Interactive.
by Gilad Lotan
“My real competition is 30 billion status updates,” PepsiCo Head of
Digital Shiv Singh has said of the challenge of being a brand in the
social space. Attention is the new bottleneck, and brands often adopt
counter-productive strategies to try and break through. They swear by
a certain time of day or spend an inordinate amount of time trying to
reach certain Twitter users deemed "influencers."
But what if there's something else at work in the massive flow of
information on Twitter? What if its not so much these so-called
"influencers" that propel a piece of information to major viral
broadcast, but the micro-networks and the aggregated interactions that
amass around them instead? Part case study of how massive spreads of
information and half how-to on the tools brands need to create and
manage micro-networks, this presentation will unlock that data
patterns on social that, when intelligently predicted and captured,
can be used to amplify the spread of a message on a grand scale.
9th–13th March 2012