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CSC Social Business: Framework for Success

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Presentation delivered at CSC's TBSC 2012 Conference June 2012. Covers: 1. Social Business Defined 2. CSC's Social Business & Community Eco-System Strategy 3. CSC Social Media Program and 4. …

Presentation delivered at CSC's TBSC 2012 Conference June 2012. Covers: 1. Social Business Defined 2. CSC's Social Business & Community Eco-System Strategy 3. CSC Social Media Program and 4. Framework for Success

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  • 1. SOCIAL FOR BUSINESS?A STRATEGIC FRAMEWORK FOR ASUCCESSFUL SOCIAL BUSINESSSTRATEGY, INSIDE AND OUTMonday, June 11, 2012Claire FlanaganDirector, Social Business &Community StrategyTwitter @cflanaganPatricia BrownDirector, Digital ContentStrategy@PattyDBrown
  • 2. Agenda I. Does Social Business Matter? II. What Is Social Business? III. CSC’s Social Business Community Program IV. CSC’s Social Media Program V. Framework For SuccessTBSC 2012 July 3, 2012 2
  • 3. Does Social Business Matter?TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 3
  • 4. Does Social Really Matter? Social Revolution Political Revolution Business RevolutionTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 4
  • 5. “ By 2014, social networking services will replace “ e-mail as the primary vehicle for interpersonal communications for 20 percent of business users. Gartner Predicts 2010 “Social Software Is an Enterprise Reality”, December 2009. http://bit.ly/LBPl5HTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 5
  • 6. What is Social Business?TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 6
  • 7. Social Business Is …TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 7
  • 8. A Social Business Is …“ …An organization that has put in place strategies, technologies and processes to systematically engage all the individuals of its ecosystem (employees, customers, partners, suppliers) to maximize the co-created value. “ "What is Social Business", Social Business Forum, 2012. http://bit.ly/LstTSJTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 8
  • 9. “ A social business does more than implement new social technologies. It learns how to monitor the social commentary around its firm … to shape and act with a speed that is consistent with the speed that modern social companies are expected to act “ … it’s driven by new constituents, with new media, using new sources of information and collaboration. It’s definitely not the insular, closed and uncommunicative company of yore. “Business, Social Business and Beyond…”, Brian Sommer, Zdnet http://zd.net/MfUKlGTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 9
  • 10. A Good Social Business Strategy IncludesMarket andEnterpriseExternal (Customers/Partners)and Internal (Employees)Public andPrivateSocial Media Outposts andOwned Community ChannelsCommunity andCollaboration DellTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 10
  • 11. Is There Really Business Value? Business Value Business Driver •  Process efficiency, improved performance Productivity •  Ad hoc, zero-overhead collaboration •  Co-innovation with customers, employees •  Reduced reliance on multiple legacy systems Cost Savings •  Improved productivity in key functions •  Low-cost, flexible infrastructure platform •  Improved innovation, creativity in workforce Growth •  Speed to market with new ideas/products •  Reduced administration, more focus on growth •  Enhanced employee morale, retention Satisfaction •  Improved customer satisfaction, brand affinity •  Improved talent acquisition and retentionTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 11
  • 12. Is There Really Business Value?The “Networked Enterprise” Realizes Real Payback Source: McKinsey & Company, “The rise of the networked enterprise, Web 2.0 finds its payday.” Survey of 4,394 executives. December 2010, http://bit.ly/L3zChwTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 12
  • 13. CSC’s Social Business CommunitiesTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 13
  • 14. Who Is CSC? a $16B, Fortune 200 global Recognized IT services powerhouse. Our people do amazing things to help By Industry businesses, government and communities solve their toughest Analysts As A Leader challenges… Across Our 6 Portfolio ...covering over … 100+ major industries 90 countries… global alliances with best-of-breed …with a 50 track record of client year 98,000 partners… Employees Worldwide service excellenceTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 14
  • 15. CSC Social Business FootprintSocial Strategy Includes Participate, Manage and Own Short PARTICIPATE 3RD PARTY CHANNEL SOCIAL MEDIA Listen, Level of Engagement STRATEGY Establish Reputation MANAGE 3RD PARTY CHANNEL SOCIAL MEDIA Listen, Support, STRATEGY Build Reputation/Relationships, 50+ Branded Channels Engage OWN OWNED CHANNEL CSC COMMUNITY STRATEGY Listen, Support, CSC Engage Public Build Reputation/Relationships, CSC Engage Secure Engage, Collaborate, CSC Engage C3 (Employee) Co-Innovate CSC.COM Deep Adjusted based on "Social Media & Associations: Moving Forward by Getting Back to the Basics", Cecilia Edwards, Dec 14, 2011. http://bit.ly/u8gH9tTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 15
  • 16. CSC: Successful Social Business Inside, OutInnovation Through Industry Award Winning Eco-SystemBusiness results, innovation achieved when collaboration isn’t just inside,outside, but also across a company’s firewallEmployee CommunitiesAre core and drive knowledge sharing across all lines of businessCustomers and Business Partner CommunitiesAre created to facilitate secure interaction, co-collaboration with CSCPublic social media and on-brand community channelsAre created to collaborate on thought leadership topics/business content,develop leads and strengthen customer relationships and loyaltyAlumni and SpecialistsAre connected to feed innovation, recruiting, research and opportunities Segment by 1. Engagement goals 2. Audience 3. Reach 4. Intellectual Property/SecurityTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 16
  • 17. CSC: Successful Social Business Inside, OutBusiness Drivers Map to Company Strategy Social Media WikonnecT (2008) (Sept 2008) csc.com goes “social” CSC Engage Secure (2012) (Feb 2012) CSC Engage Public•  Client and Partner Enablement (Summer 2010, Expansion 2012)•  Innovation Acceleration•  Sales Enablement •  Brand Preference•  Product Support •  Lead Generation•  Account Management •  Customer Relationships•  Co-solution Development •  Thought/Market Leadership •  Track, Act on Sentiment •  Reach Market “Influencers”C3 Employee(May 2009) InTouch (Summer 2010) •  Expertise, asset location •  Increase Productivity & Engagement •  Innovation Acceleration •  Ideation, Innovation •  Harness Collective Intelligence •  Lead Generation •  Project Collaboration/Communication •  Recruitment •  Relationship buildingTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 17
  • 18. CSC: Successful Social Business Inside, OutCSC Engage CommunitiesNew way to collaborate and innovate•  Capture and share knowledge, in workflow•  Find information, answers, co-innovate, get product support•  Create communities or groups on demand to get work doneNew way to communicate•  Enable corp comm, executive blogs, strategy alignment (internal)•  Drive richer customer engagement, holistic account view (external)•  Integrate video, ideas, and apps for rich contextNew way to locate and network•  Locate and follow experts•  Build and expand professional networkNew ways to connect•  Connect from browser, mobile device or tabletNew way to personalize, filter noise•  Subscribe/personalize activity feeds, find recommended people, groups, contentTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 18
  • 19. TBSC 2012 – Goes “Social” WHAT’S THE GOAL? Leverage social networks to drive COMMUNITY, ENGAGEMENT and CONTENT. Meet your OBJECTIVES and MAXIMIZE your TBSC investment. Where relationships begin and continue beyond the conference halls . . .TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 19
  • 20. TBSC 2012 Goes Social Discover thought Locate and engage in leadership on this CSC channels industry phenomenon https://community.csc.com/ docs/DOC-1614 Keynote  /  Sessions   Social  Media  @  TBSC   Your personal Your on-site connection to people, connection to the content of TBSC community and your conference guide https://community.csc.com/ community/tbsc-2012 *Stop by CSC’s MobilityEdge booth to learn more TBSC  Community   Integrated  Mobile  App*  TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 20
  • 21. CSC: Successful Social Business Inside, OutEarly Mover Advantage Generates Thought Leadership, Business Outcomes Award Winning   Industry Recognized   News Worthy   San Francisco, Las Vegas “Even  the  chairman’s  office  has  embraced  it...  communi9es  interact  more  easily,     allowing  people  to  reach  out  across  the  company  and  find  resources.”   Internal Evangelist of the Year Award November 2009 San Francisco, Boston "As  a  technology  services  company,  being  seen  as  thought  leaders  and  innovators  …   one  which  C3  has  shown  strong  poten9al  to  fulfill…  hi>ng  a  sweet  spot.”   Frankfurt, Paris Community Adoption Award October 2009 Jive Champion Award Montreal “CSC  Recognized  for  Social  Business  Achievements”   September 2010 Webinar “Social  business,  organized  around  collabora9on,  innova9on,  two  con9nuous  themes  that   Virtual Conference runs  through  their  literature  and  their  work….They  have  a  clearly  delineated  process  and   framework  for  social  business.”  CSC  CRM  Watchlist  2012  Winner   Philadelphia, Denmark Finalist 2010 “I  especially  liked  this  vigneFe  of  community  management  at  CSC,     a  large,  well-­‐known  business  services  company.  .  .  “     Washington DCTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 21
  • 22. CSC: Successful Social Business Inside, Out C3 Adoption Best Practices Fuel Viral, Global Growth C3 Goes Viral Q1 2012 Activities* on Pace to Exceed 2011 50,000,000 C3 Reaches Full Adoption C3 Goes Global Latin 40,000,000 100 Other é 250% America 1% Asia 1% India 80 Pacific 30,000,000 22% 10%Employees in 60 Thousands 40 20,000,000 North 1st Q 2012= 20 EMEA America 44% 2011 YE 24% 10,000,000 0 42% June Dec June Dec June Dec April 09 09 10 10 11 11 12 0 Active users Total Reg Users Activities 2010 2011 First Quarter 2012 C3 Wins Hearts and Minds “Proud to be CSC” C3 Delivers Business Outcomes “I went from being a skeptic to a convert. It just makes you want to get involved!” 100% Adoption Increased innovation All Business Units, Geographies Improved Asset / Expertise Location “C3 is the de facto standard for how we collaborate. Its the language of the Executive Bloggers, Strategy Alignment Transition Account Onboarding company.” – Lem Lasher, President, CSC GBS Decreased costs / consolidation 2011 Wins Hearts and Minds “It is a key tool to achieve the ‘One CSC’ vision.” Leif Ulstrup, President, CSC FCP Collapses Time Zone/Distance Barriers “Way Work Gets Done” *Activity = View, Create, Read, Edit, Like, Download, Comment, Rate, Etc. TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 22
  • 23. CSC: Successful Social Business Inside, OutEarly External Social Community Business Impact  New business wins directly tied to brand-owned communities  Expanded reach in new target accounts  Improved innovation or co-innovation with customers on our product offerings  Access to experts throughout the industry  Improved product offerings as direct result of customer input  Improved customer satisfaction and support  Increased engagement, account collaboration with customers (70 brands engaged in CSC Engage Secure in only a few weeks)  6K Alumni community. 7.6% in CSC key accounts. 223 hires via alumni referrals  Most engaged clients on WikonnecT are among highest revenue-bearing clients➡ Reduced project cycle time – questions / issues resolved more quickly *Activity = View, Create, Read, Edit, Like, Download, Comment, Rate, Etc.TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 23
  • 24. CSC: Successful Social Business Inside, OutBuilding Intellectual Property and Skills for the 21st CenturyOrganization TransformationNew roles, new skills for existing roles, retirement of web 21st Century Digital Literacy Skills Framework1.0 toolsEngagement ModelNew customer and employee engagement modelsDigital LiteracyNew skills in transparency, collaborating, “working in theopen”, “open leadership”Brand AmplificationNew digital marketing imperatives, business opportunitiesand positive brand impactsNew Digital Marketing CapabilitiesSocial marketing, socialytics, social CRMTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 24
  • 25. CSC’s Social Media ProgramTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 25
  • 26. CSC Social Media 1 Amplify CSC Brand Presence and Intensity 2 Amplify new rich media content on CSC 3 Extend CSC Brand Reach through CSC Voices 4 Activate and Engage Community http://www.go-gulf.com/blog/social-networking-userTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 26
  • 27. CSC Social Media CSC Communities “Front Door” microsite CSC is building and leveraging a rapidly expanding social sphere of influenceTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 27
  • 28. CSC Social Media Well-trained, dedicated content managers for all key zones (industries, solutions, geos) Special focus on video, video, video Automated and manual web content “pruning” rules Tight editorial control for all external facing content Highly interactive, immersive environments to command Cohesive editorial viewer’s attention calendar across all digital channels (web, social, Increasing focus on demand gen, advertising) infographics, LEF executive summaries, expert blogs Original, value-added content, time- released around specific events, surrounded by social activation Anatomy of best in breed digital contentTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 28
  • 29. CSC Social MediaCSC Social Media “Embassies” and“Ambassadors” where conversationsand participation are facilitated by keyCSC Social Media Embassies (regionsand verticals) with several CSCAmbassadors (subject matter experts,employees) of the brand or businessunits who manages them. We have been organic in our approach to dateTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 29
  • 30. CSC Social Media We are building and leveraging a rapidly expanding social sphere of influence and momentumTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 30
  • 31. CSC Social Media — CSC VoicesText into These Layouts How to Paste Field/Solutions Sales Thought Leaders Corp Comm Client Employees Facing Marketing “I interact regularly “I want networking “I have a strong “I understand “I interact regularly “I love my job and I with partner field tools to create new knowledge of CSC relevant corporate with our clients. I like social marketing teams. business and gain solutions and I have content and the want to maintain our networking. I want toI can’t wait to share insight before an engaging online power of social good relationships share ourwhat’s next at CSC” meeting with clients.” personality.” media.” with clients.” accomplishments.”Opportunity/Benefit Opportunity/Benefit Opportunity/Benefit Opportunity/Benefit Opportunity/Benefit Opportunity/BenefitCreates added value Optimize social Positions CSC as a Positions CSC in the Important for Empower employeesin CSC social spaces profiles for sales leader in the industry. industry and humanizing our to use social& expands CSC reach professionals . Humanize our increases our digital brand, creates value networks on behalf of & awareness. Work Enable sales teams solutions. Increase footprint. Provide a in our social spaces CSC. Allows currentwith partners on event to prepare for sales our organic search source for social with authentic brand CSC voices to marketing and meetings and initial results. Increase media guidelines and advocates. Will set coordinate .Provides leverage partner contact with client. awareness and create approved us apart from powerful reach and networks. advocacy. content. competitors. brand advocacy TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 31
  • 32. CSC Social MediaSocial Media MomentumCSC Corporate Social Spaces: October 2011 – May 2012é  34% increase Facebook Fansé  53% increase YouTube Channel Viewsé  33% increase Twitter Followersé  67% increase Retweetsé  21% increase LinkedIn Followersé  37% increase Google+ (since Nov)é  89% increase Pinterest (since Jan)TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 32
  • 33. Strategic Framework for Success You can’t plan to go viral. You can’t go viral if you don’t plan well.TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 33
  • 34. Strategic Framework for Success“IBM Study: If You Dont Have a Social CEO, Youre Going to be Less Competitive” 90%“Companies that outperform their peers are 80%30 percent more likely to identify openness 70% é 256%… greater use of social media as a key 60%enabler of collaboration and innovation … 50% 40%CEOs regard interpersonal skills of 30%collaboration (75%), communication 20%(67%), creativity (61%) and flexibility 10%(61%) as key drivers of employee success 0%to operate in a more complex, Face to Face Social Media Websites Channel Partners Call Centers Advisory Traditional Groups Mediainterconnected environment.”1 Today 3 - 5 Years “CEOs believe social media will become one of the top two ways to engage customers at the expense of traditional media” 21.  "IBM Study: If You Dont Have a Social CEO, Youre Going to be Less Competitive", Mark Fidelman, Forbes, May 22, 2012. http://onforb.es/L3yvKN2.  http://ibm.co/KiC71O Start at the TopTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 34
  • 35. Strategic Framework for Success Strategy Metrics and Measurement Leadership Tools Culture Policies & Community Plan Design Launch Manage Governance Management Content & Plan Business Strategy towards Programming “Networked” EnterpriseTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 35
  • 36. Strategic Framework for Success Secure Executive Buy-In Staff Community Manager Seed Use Cases Plan Organization Change (Top Down Support) and Advocates (Seed Work Examples to Match (Education & Support) (Build Groundswell) Business Goals) Plan Org Change and AdoptionTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 36
  • 37. Strategic Framework for Success Identify “Trusted Advisors”, advocates, VIP Curating Publicly recognize, reward Create “Voice of customer” Producing Reward, feature members, content, and “guest bloggers” Allow comments Commenting Foster open dialogue. Manage spammers and trolls Enable “ShareThis”/ Social share Sharing Gamification, Leader Boards, rewards for content Understand consumption patterns Watching Create content to match needs Map and Match Member Engagement Preferences "Understand Your Customers’ Social Behaviors", Charlene Li & Jeremiah Owyang, Altimeter Group. Jan 2010. http://slidesha.re/swEyaBTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 37
  • 38. Strategic Framework for Success Content Conversation Match member Seed conversations, social behaviors polls, Twitter Reach “trusted” advisors, chats, Media, other influencers, advocates, short form content producers, curators Plan “offline” programs to Provide rewards, special access, drive “online” engagement features Support Promotion Include traditional Consider total user channels, emails, experience paid and earned Provide tool support AND coaching AND media advocate support Use social media to drive word of mouth Plan for EngagementTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 38
  • 39. Strategic Framework for Success HR, Business Ethics Security, Privacy, IP Social Media Policy Community Guidelines Address Policy, Mitigate RiskTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 39
  • 40. Strategic Framework for Success Vitality +   Demographics +   Perceived Value +   Success Stories +   Outcomes Build Measurement DashboardTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 40
  • 41. Strategic Framework for Success Centralized Distributed Coordinated Multiple Hub, Holistic •  One dept. •  Organic growth •  Sets rules, best Spoke •  Each employee controls •  Authentic practices, •  Similar to empowered •  Consistent •  Experimental procedures Coordinated but •  Unlike Organic, •  May not be as •  Not coordinated •  Spreads widely across multiple employees are authentic around the org brands and units organized •  Takes time Organize for Social Business "Rise of Social Commerce", Lora Cecere, Jeremiah Owyang, Altimeter Group, Feb 3, 2010 http://slidesha.re/gzAn94 “Framework and Matrix: The Five Ways Companies Organize for Social Business", Jeremiah Owyang http://bit.ly/fclPZvTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 41
  • 42. Strategic Framework for Success Comment Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Do you want Assess the Evaluate the Does customer need/ to respond? message purpose deserve more info? Yes Yes No Unhappy Are the facts No Response Gently correct the facts Customer? correct? No Yes No Yes No Can you add Dedicated Are the facts value? Complainer? correct? No Yes Yes Explain what is being Respond in Thank the Comedian Is the problem done to correct the kind & share person Want-to-Be? being fixed? issue. No Yes Have a Triage Plan Let post stand and monitor "Social Strategy: Getting Your Company Ready", Altimeter, 2010. http://slidesha.re/LehwYdTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 42
  • 43. Strategic Framework for SuccessAccording to a report published by Digital Buzz Blog,60% of employees would like to get help fromemployer to share relevant content. Source: http://www.edelmandigital.com/2011/12/19/social-media-trends-2012/ Empower Employees with Social Media GuidelinesTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 43
  • 44. Strategic Framework for Success Educate and CoachTBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 44
  • 45. Questions?TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 45
  • 46. Thank YouMonday, June 11, 2012Claire FlanaganDirector, Social Business &Community StrategyTwitter @cflanaganPatricia BrownDirector, Digital ContentStrategy@PattyDBrown July 3, 2012 46
  • 47. References1.  Gartner Predicts 2010, “Social Software Is an Enterprise Reality”, December 2009 http://bit.ly/LBPl5H2.  "What is Social Business", Social Business Forum, 2012. http://bit.ly/LstTSJ3.  “Business, Social Business and Beyond…”, Brian Sommer, Zdnet http://zd.net/MfUKlG4.  Social Business Eco-System Market / Enterprise courtesy with permission @BillJohnston, Dell.5.  McKinsey & Company, “The rise of the networked enterprise, Web 2.0 finds its payday.” Survey of 4,394 executives. December 2010, http://bit.ly/L3zChw6.  Social Media Stats http://bit.ly/JErF3z7.  "IBM Study: If You Dont Have a Social CEO, Youre Going to be Less Competitive", Mark Fidelman, Forbes, May 22, 2012. http://onforb.es/L3yvKN and http://ibm.co/KiC71O8.  Rise of Social Commerce", Lora Cecere, Jeremiah Owyang, Altimeter Group, Feb 3, 2010 http://slidesha.re/gzAn949.  “Framework and Matrix: The Five Ways Companies Organize for Social Business", Jeremiah Owyang http://bit.ly/fclPZv10. "Social Strategy: Getting Your Company Ready", Altimeter, 2010. http://slidesha.re/LehwYd11.  "Six Social Media Trends for 2012", David Armano, Edelman Digital, Dec 2011. http://bit.ly/KmbNn312. "Social-networking tools fuel business", Washington Technology, June 2009. http://bit.ly/xy3Vuw13. “Getting social: CSC Australia”, CIO Magazine, Sept 2009.14. “Community Management: Essential Capability”, Dion Hinchcliffe, ZDNet, Sept 2009. http://blogs.zdnet.com/Hinchcliffe/?p=91315. “CSC Recognized for Social Business Achievements”, CSC News Room, Jan 2010. http://bit.ly/yOkfPe16. “CSC CRM Watchlist 2012 Winner” , Paul Greenberg, Jan ‘12. http://zd.net/KDOqnRTBSC 2012 July 3, 2012 47
  • 48. TBSC 2012 July 3, 2012 48