Social Businesses: 2020 Social's report on IT Brands Mentions on Social Media sites in March

IT Brands - Conversations 2020 Social: Because Business is Social Listening Report Reporting Period 01-03-10 to 31-03-10

Scope of The Report Mentions of Indian IT firms – Cognizant, Infosys, TCS, Wipro & Patni Listening Report for India for March 2010

Framework  To analyse the conversations and mentions of an Employment Brand on the social web we looked at them in three ways 1. What are the work and HR related conversations that people are having? These would be linked to an employee’s personal work or a prospective employee’s perception of work in the organization. 2. What are people mentioning about the Organizational Culture? 3. What are people mentioning about the Leadership/Leader of a firm 4. What are the news items around deals, results that are being mentioned and referenced on the social web?

The Results

Share of Voice  A total of 554 Cognizant TCS 5% Infosys mentions in online 32% 19% conversations occurred in March  Wipro was the most mentioned IT firm followed by TCS Patni 9% Wipro 35%

Share of Voice • Most of the mentions TCS 2 163 14 (86%) happened over microblogs followed by Patni 3 40 5 discussion forums and wikis • All blog and forum Wipro 6 167 21 mentions were Positive – Neutral in tone. These Infosys 2 84 19 also fuelled microblog mentions (around the blog post) Cognizant 26 2 0% 20% 40% 60% 80% 100% Blog Microblog Others

Sentiment Analysis Chart Title • Positive mentions were far greater than the negative 104 58 17 ones for all brands. TCS • There was little or no 36 121 attempt by the brands to Patni counter/correct the negative mentions Wipro 35 150 9 74 11 20 Infosys 15 4 9 Cognizant 0 50 100 150 200 Positive Neutral Negative

Mentions of the Themes HR, Culture, Leadership, News

Mentions – by Category •Leadership driven mentions for Infosys and Cognizant TCS 28 108 2 32 9 were clearly missing •After News, most 1 32 3 9 3 conversations centered around Patni culture and HR 35 105 35 19 0 Wipro 41 38 0 23 3 Infosys 4 12 0 7 5 Cognizant 0% 20% 40% 60% 80% 100% Culture News Leadership HR Miscellaneous

HR Analysis of Conversations related to Human Resource issues 1. TCS HR issues were mentioned the most followed by Infosys 2. Negative mentions in this category were most for Infosys

Mentions– HR - Fairness of MERITRAC - Annual bonus - Work life balance - Offer letters Cognizant - Work life balance 0% 50% 100% - Expected increments - New recruits Positive Neutral Negative Cognizant - Appraisals 8% - HR Policies TCS - Annual bonus 0% 50% 100% TCS 36% Infosys Positive Neutral Negative Infosys 25% 0% 50% 100% Positive Neutral Negative - New recruits - Dual reporting -Final settlement - HR Policies Patni Wipro - Work culture 10% 21% - Diverse projects Patni Wipro 0% 50% 100% 0% 50% 100% Positive Neutral Negative Positive Neutral Negative

Culture Organizational Culture issues are a key component of discussions 1. Culture gets defined by various activities from CSR to Sports 2. Such activities are mentioned in an overwhelming positive tone on the social web

Mentions –Culture - Awareness around - CEO focus on Go Green World Water Day - TCS vs Samsung match - Maitree Ghumar Cognizant 1 3 0 - Office parties - TCS IT Quiz Bytes - Social networking in office 0% 50% 100% Cognizant Positive Neutral Negative 4% TCS 24 3 1 TCS 26% 70% 80% 90% 100% - Earth Hour – Blog mentions Positive Neutral Negative Infosys 37% - Jagte Raho campaign Patni - Fun and team outings -Wipro sales using Yammer 1% - Earth Hour - Infosys Foundation -WOW Week – Wipro blogs 21 19 1 Wipro Infosys - KM session @ Wipro campus 32% 0% 50% 100% Wipro 13 21 1 Positive Neutral Negative 0% 50% 100% Positive Neutral Negative

News TCS and Wipro led the conversations when it came to news The nature of news determines the tone

Mentions –News 12 0 - Bonus announcement Cognizant - Malaysian Airlines contract - Hiring plans 2010-2011 0% 50% 100% - Mass resignations in Feb -Expected salary hike - UK deal under fire - Tie up with Maharashtra govt. Positive Neutral Negative - Salary hike in April Cognizant Infosys 28 1 9 4% 85 13 10 Infosys 0% 50% 100% TCS 13% 0% 50% 100% Positive Neutral Negative TCS Positive Neutral Negative 37% -HC notice to Azim Premji -Wipro admits financial fraud -Finance Ministry project win – 7 year contract with US Insurance Co. - BPO delivery centre in Texas Wipro - New software unit in Mexico 35% Patni Wipro 13 9 5 11% 0% 50% 100% Positive Neutral Negative Patni 32 0 0% 50% 100% Positive Neutral Negative

Leadership Wipro had the highest mentions but due to the mention triggered off from news items it was neutral in tone

Mentions –Leadership - Sunil Robert (Corp Comm Head, US) – Author of the book ‘I will survive’ - Appointment of new HR EMEA Head ,Alison Fry TCS 0 2 0 0% 50% 100% Patni 0 3 0 TCS Positive Neutral Negative 0% 50% 100% 5% Patni 8% Positive Neutral Negative -Conclave 2010 -Azim Premji – profile -Wipro shuffles top management -Azim Premji’s speech Wipro 87% Wipro 2 33 0 0% 50% 100% Positive Neutral Negative

Mentions - Snippets

Cognizant

Infosys

Insights  There is a lot of discussion about IT firms related to work and HR related subjects .  There is little or no engagement that the organizations are taking to connect with influencers and to drive the conversations  Whatever the representation these firms have on the social web , is primarily driven by corporate communications  We believe that HR and Recruitment groups who own the perception of the Employment Brand must engage with the conversations  These conversations should be linked to an online platform where people can connect with subject matter experts and recruiters and to get to know first hand information about the firm.

Thank You Ask us how: contact@2020social.com Twitter: @2020social Web: http://2020social.com

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Social Businesses: 2020 Social's report on IT Brands Mentions on Social Media sites in March

by Gautam Ghosh on May 24, 2010

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Social Businesses: 2020 Social’s report on IT Brands Mentions on Social Media sites in March — Presentation Transcript