A presentation to the Open Mobile Alliance conference on big data, Dublin, 6th June 2013

1. YOU.ME.SOCIAL.
MYDATA.OURDATA.
Open Mobile Alliance, Dublin conference, 6th June 2013
Public information. Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License

2. Mydata.Ourdata.
According to IBM 90% of today's data
was created in the past two years.
Paucity of data marked the 20th Century.
Having too much of the stuff has rapidly become the
challenge and the opportunity of the 21st.

3. Mydata.Ourdata.
Abnormal curve
Most organisations have little ‘big data capability’.
Big data capability
For illustration purposes only. Not the result of quantitative research or analysis!

4. Mydata.Ourdata.
Personal data can be:
Volunteered my photos, my tweets,
my posts
individuals aware of the act of
public sharing, if not always
cognisant of the implications
Observed transaction history,
location data, web visits
individuals not currently aware of
the depth or breadth of
observation
Inferred through data analysis,
data combination, data
mining
individuals largely ignorant and
powerless; perhaps suspicious

5. Datahasnovalue
ofitself

6. Mydata.Ourdata.
Data has no value of itself
A collection of data is not information – for that
it also requires context and understanding.
A collection of information is not knowledge.
We must build knowledge from information by
identifying and interpreting patterns.

7. Mydata.Ourdata.
Not black and white
If data has no value of itself, alone...
If data is intangible and can be replicated at negligible cost...
en some of our language loses its original meaning.
ownership it’s mine
it’s yours
propertyprivacy

8. Mydata.Ourdata.
New perspectives on the use of data
Data actively
collected with
user awareness
Unlocking the Value of Personal Data, WEF, Feb 2013. WEF and the Boston Consulting Group.
Most data from
machine to machine
transactions and
passive collection
(difficult to notify individuals)

9. Mydata.Ourdata.
New perspectives on the use of data
Definition of
personal data is
predetermined
and binary
Definition of personal
data is contextual and
dependent on social
norms
Unlocking the Value of Personal Data, WEF, Feb 2013. WEF and the Boston Consulting Group.

10. Mydata.Ourdata.
New perspectives on the use of data
Data collected for
specified use Economic value and
innovation come from
combining data sets
and subsequent uses
Unlocking the Value of Personal Data, WEF, Feb 2013. WEF and the Boston Consulting Group.

11. Mydata.Ourdata.
New perspectives on the use of data
The user is the
data subject The user can be the
data subject, the data
controller, and/or data
processor
Unlocking the Value of Personal Data, WEF, Feb 2013. WEF and the Boston Consulting Group.

12. Mydata.Ourdata.
New perspectives on the use of data
The individual
provides legal
consent but is not
truly engaged
Individuals engage
and understand how
data is used and how
value is created
Unlocking the Value of Personal Data, WEF, Feb 2013. WEF and the Boston Consulting Group.

13. Mydata.Ourdata.
New perspectives on the use of data
Policy framework
focuses on
minimising risks to
the individual
Policy focuses on
balancing protection
with innovation
individual and
economic growth
Unlocking the Value of Personal Data, WEF, Feb 2013. WEF and the Boston Consulting Group.

14. It’snotactually
socialmediathat
matters

15. Mydata.Ourdata.
We don't have social media for media's sake but
to communicate.
We don't communicate for communication's
sake, but to influence.
Influencing and being influenced is part and
parcel of organisational life. Indeed, of life.

16. Mydata.Ourdata.
Social business entails designing an organisation
around such influence flows, connecting
everyone involved in its success, connecting all
the data, information and knowledge all around
it, more openly, productively and profitably,
with the application of social web, big data and
related information technologies.

17. Mydata.Ourdata.
And because those influence flows are in
constant flux, the design of the organisation
is too.
Critically, the organisation is no longer
defined as the sum of its payroll either.

18. CRMandother
waystoannoythe
customer

19. Mydata.Ourdata.
CRM and social analytics today aren't customer-
centric. ey are an organization-centric view of the
customer.
When an organization augments the customer record
with its perceptions and conceptions, it increases the
number of misperceptions and misconceptions.

20. Mydata.Ourdata.
"In apparently attempting to put the customer first, it has amassed
all this high tech weaponry on its side of the table to lend it
microscopic visibility of its relationship with the customer, leaving
the customer with nothing like the equivalent capability. e
customer is adri, uncertain of what the company knows or, more
accurately, thinks it knows, and is unable to find out. Just as social
media was rebalancing the relationship, the balance of power has
gone against the customer again and he knows it. Or at least feels it
and lives with the consequences."
Attenzi, Chapter 60

21. Mydata.Ourdata.
Business is the activity of creating mutual value the
consequence of which is profit.
'Social' is the activity of nurturing relationships, mutual
understanding and collaboration to improve business.
So what better way to achieve this than to equip
individuals with the same data and analytics tools Big Co.,
and Big Government have equipped themselves with.

22. Mydata.Ourdata.
VRM – vendor relationship management
ink of VRM as the other side of the CRM coin.
Longer term, we should seek to equip and empower and
liberate the individual across all her roles in life –
customer, citizen, employee, vendor, supplier, investor,
family member, friend, custodian of the planet, etc.

23. Doyouhelpalltheindividuals
(stakeholders)associatedwithyour
organisationbuildricher,more
productiverelationshipswitheach
otherandothers,coalescingbyneed
anddesire,knowledgeandcapability,
sharedvaluesandsharedvalue?

24. Mydata.Ourdata.
e OMA has the opportunity to help realise this vision.
To improve markets, society, life.
e OMA has the opportunity to maintain the status quo,
applying new technologies to maintain and grow existing
power imbalances.
Enchantment
Entrenchment

25. Mydata.Ourdata.
e Business of Influence, Wiley, 2011.
With foreword by Robert L. Howie, Jr., then Managing Director,
CMO, Palladium Group, Inc., Director, Kaplan Norton Balanced
Scorecard Hall of Fame for Executing Strategy.

26. Mydata.Ourdata.
And if good old-fashioned storytelling
is more your thing, you might like
Attenzi – a social business story.
A free ebook, with foreword by Adam Pisoni,
Microso Yammer co-founder and CTO.
#attenzi
Philip Sheldrake, Managing Partner, Euler Partners
www.eulerpartners.com @sheldrake