Khanderao Kand presented on social media programming and business applications at the JAX conference in London. He discussed how major brands are using social media and highlighted key acquisitions and initiatives by companies like IBM, Salesforce, and Google in the social media space. He also reviewed different types of social media business applications and widgets that can be used for social customer relationship management and social commerce purposes.

1. Social Media Programming
Khanderao Kand
CTO
GloMantra Inc
Relevant Recommendation Plaform
@khanderao
Nov 2, 2011 at JAX Conference, London

2. Khanderao Kand
CTO of Glomantra and myBantu in Silicon Valley, CA, USA
AI based Relevance Engine / recommendation technology with Social Intelligence
Mybantu is for your daily needs available on Android, iPhone, Facebook and
mybantu.com
Projects on Social Commerce and Social CRM
BIO:
20 years in Industry (currently AI, SOA, Social, Mobile and Cloud Technologies)
Lead Oracle’s SOA and BPM Architecture
Chief Consultanting Architect for SOA and BPM to 50+ architects & hundreds of
developers of Oracle’s next Generation Fusion Apps
Lead Architect of Peopletools
Architect in CRM, Online Dialog Marketing, OLAP Hyperion
Participated in Standards of BPEL and SCA at OASIS
9 Patents filled
Frequent Speaker in conferences
Authored articles in JDJ, WSJ, Cloud Computing
Upcoming books: SOA with Java, Social Media Programming on Java

3. Agenda
Business Case: Social Media for Businesses
Social Media Apps: Social CRM and Social Commerce
Higher Level Architectures of S-CRM and S-
Commerce
APIs, Frameworks and Tools:
Key Technologies, APIs Interfacing with Popular Social
media
Storage
Social Media Data Processing

4. Data Point 1

5. Data Point 2: Facebook Crossed
Google

6. Explosion of Social Media Valuation
Social Media Valuations
Facebook 65Billion,
Twitter $7billion (April $4.4b in Jan) ,
Groupon $10 ?billion Zynga $9billion
LinkedIN $8.5B
Is it a Hype?

7. Reality: Revenues and Valuations
Revenues
Facebook 2010 (6th year) $2 billion
Zynga 2010(3rd year) : $850 million
Groupon 2010 (2nd year) 750million
Twitter (7th year) $100 million
Compare with (however keep in mind the time
progression)
Novell, took three years for $50million.
Microsoft crossed the $50 million barrier in eight years;
Oracle, 10 years.
Market Caps: Compare with:
Amazon 82billion, Google 186Billion, eBay $40billion,
Dell 28B, IBM 200 billion,
Ford 56B, GM 47B,

8. Future
Gartner predicts 40% of fortune 1000 would use Social
Media Apps in 2012-13

9. Big Brands on Facebook
JC Penny
We go where customers are
GNC
You do not need to leave your favorite site for doing shopping
Gap
1-800-flowers
Delta airline
Nike
Dexter
Coca-cola
Starbucks
Apple Apps Stores

12. How does your Social relationship
work on SMNs?
Facebook has brought your social world online with real
identities
Social Media enables how you interact with leverage your social
world
For example, you share … , you ask … before deciding, you
provide feedback, you express approvals/disapprovals and you
learn about others, learn from others
See how it correlates to your Social Media Activities:
Share : Photos, Video, News, Thoughts, Personal Updates
Ask: Get opinions / get recommendations
Feedback: Comment FB/LinkedIn, tweet, Shoutouts
(Dis) Approval: Like / Dislike on anything
Observe get influenced : Follow popular tweets, become Fan

13. Usages of consumers social behavior
on businesses….
Consumers get information about products and services from Social
Media Network
Marketing
Consumer decide based to buy or use service on friends and social
buzz
Peer influence generating sales / social commerce
Consumers buy/usage experience action is shared and kicks in virality
Viral growth / cross sale
Consumers rate, review, shoutout/like/dislike influences decisions of
others as well as image / brand of product / company / service
Positive / negative branding affects future sales / revenue

14. Social CRM frenzy…
Recent (early 2010) Activities ……
Radian6 got acquired by Salesforce at $350 million
Overtone got acquired by eGain (not disclosed)
Google Acquired Y-Combinator startup TalkBean
at$35m
BEA founder started Magnet for Social Media with
15m infusion
Many startups getting funded in the space

15. Social Media Business Apps

16. Types of Social Media Business Apps
Business Apps on Social Media
Enabling Social Media Widgets on Business Apps
Processing Social Media Data for Businesses

17. CRM / Commerce Use Cases for
businesses for using Social Media …
Ability to quickly spread awareness about product, events, services, news at
a low cost (Social Media Marketing)
Ability to get insight of customers reactions, and views (Social Media
Market Research / Media Monitoring)
Monitor Trend (Social Media Market Research / Media Monitoring)
Monitor Brand (Social Media Market Research / Media Monitoring)
Ability to engage customers to develop loyalty or minimize damage (Social
CRM / Social Media Engagement)
Sales: Increase revenue by influencing decisions and taking transactions
where customers are (Social Commerce )
Social CRM / Marketing : Social Analytics:
Better Understanding of customer and market
Competitive analysis
Actionable Social Intelligence: Crowd Intelligence, New ideas, feature
enhancement request

18. IBM’s Social Commerce Initiative
IBM’s “Smart Commerce” initiative started with $2.5 billion
acquisitions:
Sterling Commerce (connect online and offline networks of suppliers and
customers)
Unica (customer preferences in marketing campaigns) and
Coremetrics (real-time analysis of customer comments and behavior)
Goal:
New approach to buying, selling, and marketing.
Insight into how customers feel about and use products, and influence
their & their social circles’ buy decisions
Addressable market $70billion (Software, & services)
Deploying 1200 salesmen and about 1000 services people
Launched “Smarter Commerce University”

19. Infograph of F-Commerce
Source: Fcommerce ecosphere visual: Janice Diner

20. Facebook Widgets

21. A View of
IBM Smart Commerce
WebSphere Platform
Social Commerce
Architecture
Social Commerce Widgets:
myBantu (GloMantra)
getOpinion, Like/Thrash, Rate,
Shoutout, Recommendation,
socialBuzz, hotmeter
BazarVoice
Reviews, Ratings, BrandVoice,
BrandAnswers, Ask&Answer
Pluck:
Popular Contents, Comments,
myBantu
Active Users,
Recommendation,

22. gloMantra MyBantu Social Commerce
Widgets on An Apparel Site
Find Similar

24. Interfacing with Key Social Media
Foundation Protocols / Interfaces
HTTP REST
JSON XML
RSS
Oauth
OpenId
Social Media APIs and Interfaces
Open Social
Facebook API: Graph API and Open Graph 1 and 2
Twitter API
Google+
Social Graph from Google
Processing Technologies
Hadoop, NOSQL, GraphDB
Unstructured Processing / Text Processing / Text Analytics
NLP, Machine Learning

25. Q&A