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Copyright 2007, Information Builders. Slide 1

Social Media and Enterprise Integration An IBI solution for Integration and Beyond

Siva Krishnajee

Technical Director

January 14, 2011

Disclaimer

The contents in the following slides are intended to show our

product direction. This is provided only for the informational

purpose and cannot be bound into any type of contract. The

release timelines for this products are at the sole discretion of

Information Builders.



Social Media


Social Media Users

Facebook – 500 million users (half a billion).

Twitter - 175 million users

Myspace - 125 million

Linkedin - 85 million

Youtube - Hundreds of millions users.

Some people are users in more than one social media.

For example, a person may have account in both LinkedIn

and Facebook.


Social Media User Actions

Shares news, photos and videos.

Read and write blogs.

Use the apps and play games.

Self promotion.

Product / Service reviews, critiques, usage experience,

recommendations.


Social Media Marketing

Global medium for marketing products and services.

Products can be marketed for a mass audience, specific

market segment or individuals.

Ability to know the current and future trends in customer

requirement.

Read and analyze consumer requirements, preferences

and sentiments.

Get feedback about brands and products.

Social Media Spending

• 11% of spending on

online marketing goes

towards Social Media.

• Social Media marketing

spending is on a growing

scale.


•By 2014, spending

on Social Media

marketing will be

$3.1B.

•Social Media

marketing will

outgrow email and

mobile marketing by

2014.


•Major industries are

increasing their budget for

spending on Social Media.

•Retail / e-Commerce

industry is leading the

effort in social media

marketing.

Social Media Gartner

By 2014, 20% of the employees will use social networks as

their business communication.

IBM and Microsoft will add links to internal and external social

networks from email clients to connect contacts, calendars

and tasks.

By 2012, all smart phones will be enabled to connect to

contact lists, calendars and messaging clients from social-

enabled applications.

Social Networks are rich in Word-of-Mouth discussions about

Retailers and Products

Social Networks are a huge source of consumer data, but

retailers cannot easily access it. Applications will have to be

built to access this data.


Social Media Gartner

By 2012, over 50 percent of enterprises will use activity

streams that include microblogging (i.e., public services like

Twitter), but stand-alone enterprise microblogging (i.e.,

services like Yammer) will have less than 5 percent

penetration.

Over 80% of growth in enterprise use of social networking

tools will be driven by customer engagement projects, analyst

forecasts Enterprise adoption of social media will occur

primarily in the context of customer relationship management

(CRM).



Social Media for Enterprise

Social Media for Enterprise Enterprise Monitoring

Customer interests and passion. For example, playing

tennis or watching movies.

What customer is doing currently and what he is planning

for future. For example, vacation plan, expecting a baby or

buying a house.

Likes and dislikes. For example, vacation in Hawaii and

skiing in Colorado.

Action and reaction. Support / unsupport for tax reforms

and health care reform.


Social Media for Enterprise Enterprise Monitoring

Take action Analyze the content Search for content

Social Media for Enterprise Use Cases

Dell

• Dell customer support analyzes Twitter, Facebook and

Linkedin for complaints or problems with Dell products.

• Dell sales watch for unhappy customers with competitor’s

products.

• Dell Human resources department look for potential new

hires.


Social Media for Enterprise Use Cases

Elsevier’s Nursing and Health Professions student

ambassadors share links to health care material in Facebook,

Twitter and Youtube.

• Ford bets the Fiesta on Social Networking.

• Intuit’s “Live Community” for Turbo Tax. Success has been

extended to QuickBooks and Quicken.

• Comcast & Citibank provides it's customer support through

Twitter.

• Starbucks plans to use Foursquare data for getting feedback

about what customers like and do not like.

• Jetblue uses the social media to address the customer’s

concern and complements.


Social Media for Enterprise Current CRM data flow

Call center / Front office

Middleware

Stored into Enterprise

CRM

Social Media for Enterprise CRM Data

What does enterprise CRM data about a customer provide?

CRM like Siebel, Clarify and Salesforce.com stores only

the enterprise data about the customers.

Customer data like name, address and specific details.

For example, telecom company will have the phone plan.

Customer history.

Past trends in customer habits.


Social Media for Enterprise Current Issues

Enterprises do not know whether a social network user is a

enterprise customer or not. Analyzing enterprise customer

data and social network user data is manual. No integrated

view between them.

Integration of social network data with enterprise CRM is

manual.

Analyze the blog, comment, interest from social network with

the existing data in the enterprise. Analyzing social network is

a time consuming manual job.

Market and sell the product according to the customer

requirement.


Social Media for Enterprise Enterprise Requirement

“The vision I have is, when you drill down on a record, it will

show the person’s LinkedIn profile, Twitter stream, Facebook

page-whatever I can get that’s public.”

Todd Michaud, VP of IT at Focus Brands



“If, for instance, an exchange with a customer on Twitter or

Facebook flowers into a full-blown tech-support case, the Dell

employee copies and pastes the pertinent data-name, contact

information, product, problem-into the company’s case-

management system”.

Manish Mehta,

Vice president of Social Media and Community, DELL

Mehta wishes the above tasks were automated by the

software vendors.



“From Ford, to Dell, to Starbucks, to Jet Blue, and a host of other

companies who have pioneered early uses of social media for business,

2011 will be the year these companies take a serious look at integrating

social media, not only regionally but globally. Don't be surprised if the

same companies that piloted programs such as Ford's "Fiesta Movement"

and Starbuck's Foursquare programs also become the first companies to

take on the huge challenge of integrating social media into all facets of

business from global marketing to crisis management and beyond.”

Harvard Business Review


Social Media for Enterprise IBI Solution for Integration and Beyond

iWay Adapters

iWay Service

Manager

iWay DQC / MDM

Content Publish, Subscribe,

Data quality Social CRM

Business Intelligence

Social Media for Enterprise iWay Social Media Adapters

iWay Social Media Adapters enable integration of enterprise

CRM with Social Media through bi-directional connectivity

Social Media for Enterprise Social CRM


Enterprise customer ID Facebook ID Linkedin ID

Twitter ID iWay enables an enterprise CRM into

a Social CRM by integrating profiles

from different social media

Social Media for Enterprise Social CRM


Twitter Stream Facebook blog

iWay enables an

enterprise CRM into a

Social CRM by

integrating social media

data like blogs.

Social Media for Enterprise iWay Social Media Adapters

iWay enables an enterprise CRM into a Social CRM by it’s

enterprise integration products such as ESB, Social Media

Adapters and CRM adapters.

iWay Social Media Adapters for Facebook, LinkedIn and

Twitter provides bi-directional access between Enterprise

CRM and Social Media.

Integrate user information from Social Media with Enterprise

CRM such as Siebel, Salesforce.com, SAP and etc.,

Capture the stream of data such as tweets and blogs and

integrate with Enterprise CRM.

Publish information into social media from enterprise CRM.

Search for users and other specific contents into Social CRM.


Social Media for Enterprise iWay EIM Suite

Social Media Customer data issues can be managed through iWay Enterprise Information Management suite.

Data cleansing and unification during data system migrations.

Data quality assurance in software integration projects.

Data profiling as a part of data-integration project analysis.

Social Media for Enterprise Webfocus Analytics

•Industry leading business intelligence tool can provide analytical

capability to research about the social media data.

•Webfocus combines all the functionality of query tools, reporting

tools, predictive modeling, and OLAP into a single powerful solution

with one common interface.

•Create simple queries, as well as highly complex reports, charts,

and dashboards from multiple enterprise information sources.

References

Altimetergroup http://www.slideshare.net/jeremiah_owyang/social-crm-the-new-rules-of-relationship-management

CIO magazine(December 1st 2010)

Forrester

Gartner http://www.information-age.com/channels/business-applications/news/1200268/social-crm-to-soar-says-gartner.thtml

- Social CRM to soar, says Gartner

http://www.gartner.com/it/page.jsp?id=660409 - Gartner Says Social-Networking Services to Replace E-Mail as the

Primary Vehicle for Interpersonal Communications for 20 Percent of Business Users by 2014

http://www.gartner.com/it/page.jsp?id=1467313 - Gartner Says Social Networks Are Attracting Too Much Traffic for

Retailers to Ignore

http://www.gartner.com/it/page.jsp?id=1293114 - Gartner Reveals Five Social Software Predictions for 2010 and

Beyond

Harvard Business Review http://blogs.hbr.org/cs/2010/12/six_social_media_trends_for_20_1.html
