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Live blog of “The Elephant In The Room: Social Media in the Enterprise” #smwldn

11:10am It’s a great panel line-up here at Hub Westminster with Will McInnes (Nixon McInnes), JP Rangaswami (Salesforce), Barney O Kelly (Fresh Networks) and Tejal Patel. Chair: Michael Chiu (McKinsey). This is a live blog so please keep refreshing the page for updates.

JP: Social media is intrinsically human – satisfies a human need.

Will: We need to think more about how we can pipe social tech and more about what business will become. When I wrote my book last year a big theme is change velocity: when you look at how Netflix destroyed Blockbuster and how Amazon destroyed Waterstones and Barnes & Nobel. The faster you can orient yourself, the faster you can observe what’s going on, decide what to do, and then act – the better: an approach taken from fighter pilots. We talk about social technologies but it’s like looking at communication purely through words when 90% of communication is through body language.

Barney: The sooner businesses start thinking about the next level of social, where social can take them in terms of recruitment etc, the better.

Tejal: At Nokia, we’re thinking a lot about e-commerce, such as how do we start converting fans into sales. There’s also a big focus on ROI. We have an internal tool called socializer, developed with Dachis, which

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