In just 200 tweets we can assess and identify 52 different personality traits of a customer. We ran an analysis over 500,000 people and we really nailed this. Think of providing this powerful insight to a retailer. We can see what they value, not just what they are buying. We have found a 40-45% increase in sales when you recommend upsales based on values instead of past buying behavior.

The number one use case for social media among our customers is around innovation - innovating with employees and with customers. For most businesses this is going to deliver the highest ROI.

If all you did to improve your commercial presence was to train your sales people on the importance of influencers ... how much more effective could they be?

Social media does not change your culture, it reveals it.

We have our own internal version of Klout. We do rate people in this way - their effectiveness on social media. Tying social into a performance measurement works. The productivity of a sales who has an effective social media presence is 3x an employee who is not active on the web.

We embed social media inside our processes. Let's look at our processes and see how we can enhance them with social.

We have a constantly-changing portfolio of social media experiments. The first time we tried applying social technologies in a customer service department it became the most productive department in the company.