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Neighborhood America s products and services are based on the idea of platform as a service They host their business services on an exceptionally robust SOA they call ELAvate, which stands for EngageListen-Act uh, vate It is a highly flexible, easily configurable architecture and, as of 2009, has added strong analytics functions and data warehousing (See Figure 9-4) Here s CTO David Bankston s informative statement on the value of analytics in a social networking environment: It s becoming clear that much of the true value of networks lies in the understanding of the network behavior inherent in patterns of use These patterns unlock the key to understanding how to match the network purpose to the business needs Organizations demand a return from all investments, including social media ROI comes from business intelligence, yet this has been a long-standing gap in our industry Network data analytics provide customers with the intelligence they need to really understand their business, their customers, and the interaction taking place within their community With these insights, they can then make changes that will drive ROI We re also finding that as enterprises embrace social media, they discover multiple ways in which it can add value throughout their organization They launch multiple communities both internal and external
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POWER Robust Social Networking Applications
PROFILES
BLOGS
IDEAS
ANALYTICS Business Intelligence
REPORTING & ANALYSIS DATA WAREHOUSE PARTNER REPORTING TOOLS
Figure 9-4: ELAvate three-tiered architecture (source: Neighborhood America)
networks and need the ability to analyze and report results with enterprise-wide consistency Our analytics provide this capability One more important point is that all of our data and analytics are served in a dedicated data warehouse environment, separate from the social network or CRM system that it may integrate with Data in its raw form can be reported and analyzed in any way that adds value to the customer or integrated into existing reporting systems Data can also be anonymized so that only the patterns across multiple communities can be extracted and studied This model also creates an entirely new business model A proper data warehouse can now host key community preference/behavioral data in aggregate, across all of its customer communities
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One thing Neighborhood America does very well and didn t ignore like many of their counterparts in this category is integration with CRM They currently integrate with salesforcecom, NetSuite, and Microsoft Dynamics CRM, and there are more preconfigured CRM integrations in their future Their software solution, REVEAL, which sits on top of ELAvate, has a wide-ranging set of features Some are what you would expect, such as threaded forums, ranking tools, a robust tagging system, channel creation, profile building, and idea generation programs Others are just in the too cool for school category, such as video chats for up to six participants in a single channel REVEAL is completely customizable so an easily navigable user interface is not hard to develop with the provided tools Take a look at Figure 9-5, which is the Grand-Am racing site they build, and you ll see the clean and easy-to-understand interface
Figure 9-5: Grand-Am social network home page (Source: Neighborhood America)
If I have any problem with them, it s that their social media tools (such as their blogging platform) are not that strong and need to be enhanced However, this does not extend to their resources for
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integrating user-generated content like videos, audio, social tags, ratings, and comments REVEAL has nonpareil administrative functionality too, allowing you to own and control your social network The administration is so robust that you can control several communities from a single dashboard without a whole of sweating They don t leave you twisting in the wind either If you are a little unsure of how you want to set up your community management, no problem Neighborhood America provides you with several templates for community management (see Figure 9-6)
Figure 9-6: REVEAL template for community management (Source: Neighborhood America)
Neighborhood America claims some pretty serious ROI too For example, they built an Idea Center to supplement the Kodak Gallery, a photo-sharing site that reaches 55 million Kodak users Registration was done through the Kodak Gallery The purpose of the Idea Center was to share ideas on the use of Kodak products such as creating photo albums, photography methods, and other resources It was
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