Ok, it's not brand new, but I want to share it with you anyway. I found it more or less by accident, so, probably many of you haven't seen this either...short and informational!

 A White Paper from the Microsoft Antimalware Team
This paper will provide examples of poignant social engineering ‘exploits’ over the past few years and attempt to construct a model, using telemetry from Microsoft’s Windows Malicious Software Removal Tool, that can predict the prevalence of a specific social engineering threat based on its characteristics and appeal to the user.

http://www.microsoft.com/downloads/details.aspx?FamilyID=e0f27260-58da-40db-8785-689cf6a05c73&displaylang=en

Urs