Spring 2009 (updated April 14, 2009)
MBA267 (full time MBA program)
Thursdays 2:10-4 pm, March 19 - May 07, 2009 (Haas F320)
EWMBA267 (evening and weekend MBA program)
Sundays 10am-6pm, April 5 and April 26, 2009 (Haas C135)

Looking for the notes for this course? All on the course wiki!
Want to listen to the lectures? Download the mp3 recordings and transcripts.

Marketing 2.x: The Social Data Revolution

Marketing now has access to highly granular data, including the physical location of an individual, as well as their click, search, social networking, and detailed buying habits. In addition to the passive and private parsing of prior purchase patterns, however, people now proactively and publicly post their personal preferences: data has become "social."

This course explores the implications of what is called the "Social Data Revolution" on marketing:

  • How can we offer customers better recommendations, based on their own behavior and the behavior of their friends?
  • How can reputation systems help with decisions about whom to trust?
  • In an environment where customers increasingly reject traditional one-to-many and one-size-fits-all marketing, how can we treat customers as the individuals they are?
  • What are the benefits of such personalized interactions ... and what are the risks?

We also discuss more technical aspects of the data revolution:

  • What data can we collect? Who owns this data? In this network economy, what does it actually mean to own data?
  • How do we add a network term to the customer lifetime value formula, to reflect the strong influence on peers and friends?
  • As communication costs essentially approach zero, social costs and attention costs have become dominant. How do we optimize the virality of a campaign while taking social costs into account?

Cognitive and psychological aspects have become measurable and actionable at the level of the individual:

  • How can we design incentives to encourage participation?
  • What is the customer's ROPE (Return on Personal Engagement)?

This course distills insights gleaned from my experience with a wide range of customer-centric organizations. Some friends in the industry are also coming to class, complementing the curriculum with their own practical experience. (I usually tell them not to prepare a speech, but to be ready for a conversation with the class on topics they are excited about). For the Thursday FT course, we expect the following visitors:

  • Ted Shelton, CEO of The Conversation Group, who will share his experiences in dealing with clients who feel a need for Marketing 2.x, since traditional interrupt marketing has essentially stopped working for them. 02 April
  • Peter Hirshberg, Technorati co-founder and former Apple marketing executive, who will discuss the impact of social media on traditional companies, including transforming BestBuy (Google Zeitgeist, DLD'09). 09 April
  • Mark Choey, cofounder and partner of Climb Real Estate Group, a rapidly growing real estate group in San Francisco that leverages Marketing 2.x ideas very successfully, will explain what worked and what didn't, and give his vision of the future. He also co-founded the real estate development blog SF New Developments. 16 April
  • David Riemer, Executive-in-Residence, Haas Institute for Business Innovation, and former Vice President of Marketing at Yahoo discusses the role customers play in evolving the product, including the feedback mechanisms in Web 2.0. 23 April
  • Sean Ammirati, CEO of mSpoke and Walker Fenton (NewsGator), who will reveal the next generation of tools for corporations to create actionable insights from the live web, and leverage the collective intelligence of their workforce behind the firewall. 30 April

For the two days of the Sunday EW course, we will have:

  • Bjoern Woltermann, Head of Social Media Services and Community at Scout24, the European conglomerate of Web2.0 companies across major verticals (real estate, jobs, dating, cars, travel). 05 April
  • Seth Goldstein, CEO of SocialMedia, formerly of RootNetworks and Majestic Research. Besides being a true visionary and deep thinker, he has generously agreed to sponsor the word of mouth assignment by providing the tools and expertise to make this a relevant and effective learning experience. 26 April

I welcome any of my students to attend any of my classes if there is space. My current teaching schedule provides scheduling information for both Haas and Stanford. For more information, please join facebook.com/SocialDataRevolution via SocialDataRevolution.com, and read some of the blog entries on this topic at http://www.weigend.com/blog/archives/category/sdr

Format: Lectures, guest speakers, break-out sessions, homework assignments, group projects
Course page: http://weigend.com/teaching/haas
Course wiki: http://haas2009.wikispaces.com (up-to-date homework information etc.)
Course network: http://haas2009.ning.com
Course materials: http://weigend.com/files/teaching/haas/2009 (readings, recordings, etc.)

Dr. Andreas Weigend was chief scientist of Amazon.com, where he helped create a customer-centric, measurement-focused culture. He now works with exciting firms, leveraging the principles of the social data revolution for product innovation and new business models. The companies that have benefitted from his input range from Best Buy (incentivizing employees and customers to create content) to gay.com (designing algorithms for discovering and matching people), Lufthansa (innovating their frequent flier program), Alibaba (coaching the company towards a data-focused organization), MySpace (monetizing the social graph), and Nokia (advising on data strategy and digital marketing).

Andreas is passionate about the Social Data Revolution. In addition to sharing his passion through his teaching and writing, he gives keynotes at international events. In 2009, he is scheduled to appear alongside individuals including Philip Kotler, Dan Ariely, and others.

As a doctoral student in physics at Stanford, Andreas analyzed and explained the traces of elementary particles. As an associate professor at NYU's Stern School of Business, he turned to the traces of traders on Wall Street, and subsequently to the traces of users on the web. He has published more than 100 scientific papers, and shares his insights at Berkeley (Marketing 2.x), Stanford (Data Mining and Electronic Business), and Tsinghua/INSEAD (The Digital Networked Economy).

Andreas lives in San Francisco, Shanghai, and on weigend.com.