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HCL 2010 Conference - Social Analytics Panel Discussion

Universal Studios
Eg – Launch of Harry Potter; fascinating to watch the amount of social media activity
Marketing 101 – customer’s opinion matters more than any other
Power has shifted more to customers
-          Much easy to share experience with friends/family
Now all employees can be marketers; education is key; company policies
CEO is more informed; reading what people are saying about product/service
Look for trends, news – filter out the noise
Eg – looking for up and coming entertainers; social media provides a competitive advantage
Categorize, rank that data
They have a dedicated team focused on social media
Line between IT and business is blurred
Adoption at exec level is a challenge; eventually however the CxO staff will have grown up on social media so it will be less of an issue

Elsevier - $3B business B2B –
identifying personas
Before you apply analytics, you need to profile your customers online
Social networks – recognition that people are already part of a group
Doctors, geneticists, nurses, etc.
Content, SW, Community, etc – social networking
Eg – every document will have a URI, taxonomy, index à adds value
Failures - Tried SecondLife as emersive learning environment, tried wikis for doctors, modest success with “to collab”; learned that any bolt-on will not work; no incentive to use it
Look at Google WonderWheel
Media companies could be disintermediated
Opensocial, openID, etc
Yammer is significantly used at Elsevier
IT Infra is a dinosaur – everything is no; got to get on-board

Wolters Kluwer – help doctors, CPAs, lawyers - $5B in revenuee
Collective Decision Making
Shortage of professionals in 2020
Collective Intelligence – Baynote is helping them
1)      Observe end users
2)      Create affinity groups
3)      Target content
Conversion rate up 100%
Engagement rate up 200%
Patients are gaining more and more control/more information
Open source appears to be well accepted


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