The biggest draws to battery (in rough order) are:
Full fledged games (such as WoW, Borderlands, etc)
High performance applications like Photoshop, C4D etc.
Display Brightness
Flash
Regular video
Programs with fancy graphical effects and animations where the discrete card has to kick in
Keyboard backlight
Regular programs
So, if you want good battery life, stay away from games and keep your brightness as low as you can use easily, and keep the keyboard backlight minimal.
From there, it's common sense. High powered applications are going to take more battery. And try and stick with applications that work well on the hd3000 compared to the discrete.
I've noticed if I force integrated only, and browse the web + itunes + tv shows on VLC, I can get about 6 hours and a bit.
The other thing that will help is having the computer sleep very frequently.
With my previous windows laptop during lecture in university I would have it sleep after 5 seconds. Just swipe the touchpad, write a bit of a note, and then off it goes. Could make it last a very long time. Sames goes with the macbook if your trying to get it to really last.