1. Users Want
More Privacy
Dr. Augustine Fou
http://linkd.in/augustinefou
March 8, 2013
-1- Augustine Fou

2. Users Choose to Reveal Less
Figure 2: Heatmap visualization of disclosure patterns in the Carnegie Mellon Yearly Snapshot Dataset.
As indicated by the legend, red colors indicate higher proportions of disclosure, and blues indicate lower
proportions of disclosure. All variables are effects-coded at the unit level to capture if the participant
shares the specific element. Source: Carnegie Mellon, 2012
-2- Augustine Fou

3. Users Reveal Less Data
Source: Carnegie Mellon, 2012
-3- Augustine Fou

4. Interest Info Disclosures Up
The Carnegie Mellon researchers
observed that the uptick in sharing
applied only to certain kinds of
personal data. After comparing the
type of information shared with the
changes Facebook had put in
place, they concluded the reversal
was, “with high probability,”
caused by an update to the social
network's privacy controls in
December 2009 and the launch
of Community Pages and
Connected Profiles in April
2010, which made some previously
private information about a user’s
interests more widely visible.
Source: Huffington Post, 3/6/13
-4- Augustine Fou

5. FB Default Privacy History
July 31, 2012 5
Source: http://mattmckeon.com/facebook-privacy/
… dark blue regions show info that is
revealed to 3rd parties (i.e. advertisers)
-5- Augustine Fou

6. Dr. Augustine Fou – Agency Czar
“I track trends and advise clients on
getting out in front of them. Targeting
users by using their personal info may
have a limited fuse, as more users
want and expect more privacy and
control of their own info.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
-6- Augustine Fou