We are now sharing more data on social media platforms each day than was previously available to the entire world. Such raw data supports business intelligence and analytics, as well as enterprise-wide solutions. This has paved the way for innovative technological platforms facilitating the collection, storage, aggregation and processing of data. Other types of data collected on mobile devices and other publicly available ‘open data’ can augment the underlying data and assist with our understanding of the combined value. The term ‘big data’ has been coined to cover our analysis ofthis data, and the product of this analysis is being used to develop marketing and business strategies, and steer changes to product development and customer experience. It is also relevant in all areas of our society from business and education to healthcare, government and politics.

1. International Federation of Computer Law Associations (IFCLA)
Munich, Germany, 20 - 22 June 2012
Big Data & Social Media:
The Opportunities & Risks
Richard Graham
Partner, London
21 June 2012
© 2012 Edwards Wildman Palmer LLP & Edwards Wildman Palmer UK LLP

2. Big Data & Social Media
♦ Big Data
♦ The Intersection of Big Data & Social Media
♦ The Opportunities
♦ The Legal Minefield & Risks

3. Big Data
Software
Cloud Interoperability
Computing / APIs
Innovative Broadband /
Platforms 3G/4G/LTE
Connected
Smart Phones
Devices

4. The Intersection of Big Data & Social Media
Image Courtesy of
Dion Hinchcliffe, ZDNet

5. The Opportunities
Marketing
Ad Tracking
Strategy
National Business Social
Big Data Security Data Sources Strategy Media
Innovation
Product
& Customer
Development
Experience

6. The Opportunities
♦ Advertising
♦ Global Advertising: $500 billion in 2011- a growth rate of
4.5%
♦ Online Advertising: $80.2 billion - a growth rate of 17.2%
♦ Online Advertising now exceeds Print Advertising
♦ Online Advertising
♦ 16.1% of global advertising in 2011
♦ 22% of global advertising in 2015
♦ North America: 41.7% of the worldwide total in 2011
♦ Europe: Double digit growth for Olympics
♦ China: 145% growth between 2011 and 2015

7. The Risks
♦ The Pregnancy Story
Purchasing Advanced Customer Surprised
Baby Coupons Grandfather
Data Analytics Categorisation

8. The Risks
♦ The Social Media Timebomb: The Threat to Big Data
Data
Copyright Confidentiality
Protection
& Privacy
Data
Information
Ownership & Regulatory
Security
Contract
The Right
Privacy by Data
Reputational Liability to be
Design Portability
Forgotten
Explicit International
Transparency
Consent Transfer

9. Thanks & Questions
Richard Graham
Partner
Edwards Wildman Palmer LLP
Dashwood
69 Old Broad Street
London
EC2M 1QS
+44 (0) 20 7556 4418 (Direct)
+44 (0) 20 7583 4055 (Office)
+44 (0) 7879 554 259 (Mobile)
rgraham@edwardswildman.com
www.edwardswildman.com/rgraham