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【行业动态】社交大数据(斯坦福大学中国大数据2.0论坛发言)_www68399.com皇家赌场_4546.com

日期:2017年9月1日 11:41

社交大数据

Dr.Andreas Weigend

 

 

分享一则Andreas Weigend教授在斯坦福大学中国大数据2.0论坛的发言(虽然有些视频标题把它称为“中国大数据2.0”,但我们觉得不如称之为“社交大数据”比较合适)。以下是由阿普兰所整理的文章内容:

 

  非常荣幸在此致辞, 出席中国2.0论坛的开幕式

  It’s an honor for me to speak here at the beginning of this China 2.0 Conference

 

  中国2.0,嗯哈

  China 2.0,huh.

 

  首先,从我说起

  So, let’s look back at the other way I come from

 

  我曾任亚马逊的首席科学家

  I was a chief scientist at amazon.com

 

  我大概在中国为数以万计的学员上过课了吧

  And I probably educated tens of thousands of people

 

  因为我是清华和上海交大的EMBA教授

  In China by being EMBA professor at Tsinghua and at Shanghai Jiaoda

 

  那时候,大概10年前吧 很显然人们从美国的网络1.0时代学到了很多

  And in those days, ten years ago, it was clearly that People learned a lot from the United States Web 1.0

 

  即以公司中心分发信息

  Where the company was in the center distributing information out

 

  当然 在政治意义上政府处于中心, 会做一些宣传

  And of course, in a political sense there would be the government in the center. Which I know puts propaganda out.

  然后 在西方国家 较早的时候网络2.0时代就来了

  then, here in the West quite early on Web2.0 arrived.

 

  网络2.0时代就是人人参与的时代

  Web 2.0 is architecture of participation

 

  有时 我称之为“个人商务” 以个人主义为中心展示自我

  Sometimes, I call this “me-business” where the individualism center putting his or her stuff out

 

  在中国 一个很好的例子就是新浪微博

  An example for this in China would be Sina Weibo

 

  我其实很幸运 成为第一批校内网的外来访客

  I actually was lucky to be the first outside visitor into Xiaonei,into the

 

  也就是中国版的Facebook 后改名为“人人”

  Chinese Facebook clone, which then became Renren

 

  很有意思的一件事就是观察他们的相同点和不同点

  And it’s quite interesting to see what was similar and what was different

 

  如果你观察微博的话

  If you look at Weibo for instance

 

  就会发现 里面没有类似Facebook的隐私设置

  There are no privacy settings, the way we know them from facebook

 

  但它的内容丰富性是推特搜索缺乏的

  But it has richness which twitter is lacking

 

  所以 很有意思的一件事就是

  So, it’s very interesting to see

 

  观察以个人为中心的商业模式的两方面

  How the two aspects of me-business

 

  或者说一个自我主义的体系在中国如何演化发展

  an ego system if you will, has been morphed in China

 

  现在 对于网络3.0时代

  Now, for Web 3.0

 

  据我在中国的实地所见 我们已经落后于中国了

  I think we have fallen behind of what we see in China

 

  也就是中国的消费者

  Namely,Chinase consumers

 

  因为在中国文化中实际上很难知道谁可以信任

  Because in the Chinase cluture it’s actually very difficult to know who to trust

 

  如果在淘宝上进行交易很难避免碰到诈骗的危险

  It’s very difficuly to not have the danger of having fraud in some transactions at Taobao

 

  中国消费者更像是建立了一种“群体商务”

  Chinse consumers have much more of the we-business connection

 

  他们通过社交参与商务活动 通过朋友推荐

  Which is that they go social commerce through their friends

 

  了解哪个商家值得信任

  In order to figure out which merchant for instance to be able to trust

 

  在接下来的几分钟

  Now , I would like to talk in the few minutes I have

 

  我要简要介绍一下社交数据的定义 给大家两个例子

  briefly about the definition of social data give you two examples

 

  然后谈一些内在思想

  then talk about a cup of insights into the minds

 

  我们本来要谈心 但是被砍了

  we talked hearts,but that was cut out

 

  社会化消费者们的钱包 然后谈谈社交数据的ABC

  wallets of social consumers and then end with the ABC of social data

 

  也是我认为人们进行这些活动的原因所在

  Which I think is the reason why people do it

 

  有两种社交数据

  So, there are two kinds of social data

 

  一种是社交图谱,谁与谁连接

  One is the social graph, who is connected to whom

 

  例如 电话公司

  For instance, telephone companies

 

  知道谁在呼叫谁 谁打电话给谁等等

  know who is calling whom, who is calling whom back,etc

 

  对于社交商务 正如我所说 特别是在缺乏信任的情况下

  For social commerce, as I said, particularly absence od trust

 

  得到社交图谱就像获取圣杯一般

  getting to that social graph is like the Holy Grail

 

  我给大家举两个社交数据的例子

  Now,I’m giving you two examples

 

  另一种意义上的数据

  of social data, in the other sense of data

 

  大多数时间 人们在知情的情况下 自愿地创建和分享数据

  People knowingly and willingly most of the time create and share

 

  我给大家的例子就是

  And the example I’m giving you here is

 

  Google地图上的上海的地理位置

  Shanghai geo-location via Goold latitude

 

  我在上海有个公寓

  So I have an apartment in Shanghai

 

  就在那 右上方,而在下面是我提供咨询的TouchPal公司

  up there,top right there, and down there is the company I’m advising called TouchPal

 

  所以,在几分钟的误差精度内我的安卓手机和其它数据源

  So, on the resolution of a few minutes my android phone and other data sources

 

  每天都会发出信息我处在哪个位置

  Lead to on a daily basis where I am moving around in the world

 

  例如 如果你想看看我现在在哪里

  if you want to see where I’m right now for instance

 

  我发布这些信息 我把这些信息都放到了weihend.com上

  I publish that information I socialize that information on weihend.com

 

  即我的姓氏.com/itinerary

  my last name.com/itinerary

 

  所以,在任何给定的时间点你都知道我在哪里,你知道我的旅行计划

  So, at any given point in time you know where I am, and you know my travel plans

 

  所以TouchPal就是我想给出的一个关于“以数据换数据”的例子

  So, TouchPal I wanted to give you is an example of “give data to get data”

 

  TouchPal的作用就是当你打电话时会收到诈骗电话的预警

  So, TouchPal provides when you for instance make a phone call with alerts that

 

  你要打电话的号码可能是欺诈号码

  that number you might be calling might be fraudulent number

 

  或者初次之外 它实际上还可以让你知道

  or in addition to that it actually allows you to know

 

  你要打电话的朋友现在处于什么情况

  what situation your friend who you’re about to call is in

 

  是否会打扰到他 如果现在打过去

  what is the cost of interrupt at that given point of time

 

  所以 这是TouchPal能提供给用户的明确价值

  So that’s clear value TouchPal gives to the user

 

  作为交换 他们得到了社交图谱

  Inexchange, they know the social graph

 

  第二个例子:去杭州

  Second example:a trip to Hangzhou

 

  我到那里与支付宝合作

  There, to work with Alipay

 

  我们要研究的就是他们拥有数据之后能做什么呢?

  and what we worked about is what can they do with all the data they have

 

  除了试图减少欺诈

  Besides trying to reduce fraud

 

  阿里巴巴有一个很棒的例子就是AA制付款

  and one of the beautiful examples of Alipay is AA

 

  也叫“荷兰式付款” 即平分费用

  going dutch, meaning splitting the bill

 

  这是提供给客户的明确价值

  clear value provided to the users

 

  比如我们三个人出去吃晚餐 可能你手机里还没有装支付宝

  Like if the tree of us go out for dinner and maybe you don’t have AliPay yet

 

  我帮你装上 然后我们每个人可以各自支付三分之的账单

  I help you install it and then we can each…you know pay a third of the bill

 

  阿里巴巴知道了什么?淘宝知道了什么?

  And what dose Alibaba know, what does Taobao know

 

  支付宝知道了什么?他们知道我们出去吃饭了

  what does AliPay know, they know that we going out for dinner

 

  “以数据换数据“

  “give data to get data”

 

  这个世界纷繁复杂

  Now, it’s a big word out there

 

  我归纳了几条最基本的幼儿园水平的原则

  And I boiled it down to something very sort of kindergarten-like

 

  即大数据的ABC

  Namely the ABC of big data

 

  A代表的是认可(Approval)

  A, ladies and gentleman, stands for approval

63355.com

  人们为什么要做事情?

  Why do people do things?

 

  人们做事情为了得到认可,得到这个点赞

  People do things to get approval, to get that thumbs-up

 

  全世界都如此,看看那些帖子

  Around the world. look at posts

 

  传递快乐的帖子要比不快乐的帖子多得多

  There are many more happy posts than unhappy posts.

 

  这就是A

  That’s the A

 

  B代表归属感(Belonging)

  B stands for belonging.

  成为比我们更大的整体的一部分

  Being part of something bigger than ourselves.

 

  对于哪个女学生 这意味着什么?_887700葡京手机版

  What does it mean for that school girl?

 

  她属于哪里?她希望属于哪里?

  What does she belong to? What does she want to belong to?

 

  在上面 路易威登

  Up there, Louis Vuitton

 

  去年十一月 我在上海的数字中国大会上做演讲

  I gave a talk last year in November at Digital China in Shanghai

 

  路易威登的中国区经理也在听众席

  And the country manager of Louis Vuitton was in the audience

 

  演讲结束时 他过来问我

  And at the end of the talk, he asked me

 

  “那么 您说的不会是要让我们公布价格

  “so, you’re not saying that we should publish the prices

 

  在网上公布我们的商品价格吧?“

  That publish the prices of our goods on the web?”

 

  我说:“别担心,先生。它们早已在那里了。”

  I said, “Don’t worry, Monsieur. They are there already.”

 

  新浪微博上80%关于奢侈品牌的讨论

  About eighty percent of the conversations of the social data

 

  都是关于价格的讨论

  That people have about luxury brands on Sina Weibo are about prices

 

  所以A是认可,B是归属感

  So A was approval, B was belonging

 

  而C可能是最重要的一个,C指的是连接(connecting)

  and C is probably the most important one C is about connecting

www68399.com皇家赌场

  所以我认为近几年来

  So I think one of the largest innovations

 

  我所见到的最大的创新就是腾讯的微信

  Which I’ve seen in the last year is Tencent’s Wechat,

 

  这是一款了不起的通讯软件

  Which is just an amazing communication device

 

  我认为它改变了某些社会规范

  Which I think changes the way the social norms_63355.com

 

  我们如何与他人打交道

  how we deal with each other

 

  所以如果你还没有下载,赶快试一试把

  so if you haven’t downloaded yet, give it a try

 

  Wechat,微信

  Wechat,Weixin

 

  另一方面,有时候这种微信聊天会看上去有点诡异

  On the other hand,sometimes this chatting actually is a little weird

 

  例如发生在晚餐餐桌上我经常会观察到所有人都在低头看手机

  if it happens over dinner table which I observed is quite often

 

  所以 总而言之 毫无疑问

  So, to summarize, there is no question that

 

  至少再我看来中国在这方面正在引领世界

  in my mind at least, China is leading now

 

  有几个原因 最重要的一个可能是巨大的欺诈问题

  for a number of reasons, most important one probably the big fraud problem

 

  这也推动了大量创新

  Where lots of innovation has happened

 

  我的朋友王建硕创建了中国版的Craigslist百姓网

  My friend Wang Jianshuo runs the Chinese equivalent of craigslist, Baixing

 

  大部分人的身份识别就是电话号码

  and the identity of most people are phone number

 

  他们当然会以某种方式来隐藏信息 比如藏在图片里

  Which they of course hide in some ways like in pictures

 

  所以,这里有一个基于IP地址对每个帖子给出一个内部分数

  So,here’s an internal score for every post based in IP address etc

 

  他是欺诈者的概率有多大

  What the probabilities that that is a fraudster

 

  当然系统知道那些人可能是欺诈者

  and of course he knows aout other people where they’re likely to be fraudsters

 

  所以如果你想回应

  So if you want to respond

 

  他给那些最有可能是欺诈者的人一个小任务

  he gives the most likely fraudsters a little task

 

  就是检查另一欺诈者的图像

  namely to check out an image of another fraudster

 

  告诉他该图像中的数字

  an tell him what number is in that inage

 

  所以,它真的很聪明,如何想到这样的天才的想法

  So, it’s just really smart,how things get invented

 

  我的意思是,这里所有设计的都是虚拟商品

  I mean, the whole games with virtual goods

 

  因为你不能卖软件_www68399.com皇家赌场

  because you can’t sell the software

 

  这实际上导致了采用分厂不同的商业模式

  Which actually lesds to very different business models

 

  我看到的是出现越来越多的社交商业模式

  what I see coming is more and more social business modela

 

  不仅仅像社交商务 而是可能最早源于爱彼迎

  not only like social commerce but maybe that’s coming from here like Airbnb

 

  你告诉它你是谁

  where given about who you are

 

  它告诉你能否订到一个房间

  you can get a room or not get a room

 

  或标记一个社交待办事项

  or asterisk a social to-do list

 

  比如你想让某人在洗衣店帮你取衣服

  Where if you want somebody to pick up you suit at the cleaners

 

  你也可能对谁能在幼儿园接你的孩子有不同的标准

  You might have different criteria for somebody who could pick up you kid at the kindergarten

 

  所以,我们看到一种文化的转变

  So, we are seeing a cultural shift

 

  我们看到社交数据革命

  We’ve seen here social data revolution

 

  已经渗透到方方面面

  Which goes pretty much everywhere

  包括这张照片,我在互联网上找到的

  Including this picture which I have found on the internet

 

  我看不懂中文,但这听起来很有趣

  I don’t read Chinese, but it sounds interesting

 

  如果你想了解更多 那么我建议你查看YOUTUBE频道

  If you want to know more then I recommend check out the youtube channel

 

  youtube.com/socialdatarevolution

  We have here youtube.com/socialdatarevolution

 

  或者跟我交流,我一整天都在

  Or talk to me, I’m around all day_4546.com

 

  谢谢大家

  Thank you for you attention

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该资讯的关键词为:大数据  社交大数据 

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