This document discusses social CRM, which involves using social media and social software to engage customers and help with marketing, sales, and support. It defines key aspects of communities and social media like identity, relationships, and conversations. It explains how social software impacts CRM areas like marketing, sales, and support through blogs, social networks, forums, and analytics of social media metrics. The document also outlines Cognizant's offerings for social CRM like the Synapses framework and TRUST framework for enabling beneficial customer engagement through online communities.

1. Social CRM
A Brief introduction

2. Of Communities, Social Media
& Social Software

3. Community
com mu ni ty‧ ‧ ‧ [kuh-myoo-ni-tee]
–noun, plural -ties.
A social, religious, occupational, or other group
sharing common characteristics or interests and
perceived or perceiving itself as distinct in some
respect from the larger society within which it
exists (usually prec. by the): the business
community; the community of scholars.

4. Community Characteristics
● Identity - uniquely identifying people in the system
● Presence - knowing who is online, available or otherwise
nearby
● Relationships - describing how two users in the system are
related
● Conversations - talking to other people through the community
● Groups - forming communities of interest
● Reputation - knowing the status/standing of other people in the
system
● Sharing - sharing things that are meaningful to participants
● Awareness - know who has similar interests/tastes/content and
activity

5. Social Media
Social Media is the use of electronic and Internet
tools for the purpose of sharing and discussing
information and experiences with other human
beings.
The term most often refers to activities that
integrate technology, social interaction, and the
construction of words, pictures, videos and audio.

6. Blogs
Wikis
Podcasts
RSS
Mashups
Social Networks

7. Social Software
Social Software encompasses a range of software
systems that allow users to interact and share
data and create online social networks. Social
Software Systems typically comprise of Social
Networking Systems (SNS) that enable and/or
create Social Media, Social Data and Social
Messaging.

8. Social CRM

9. Social Software in CRM
● Social Software primarily affects the following
CRM areas:
– Marketing
– Sales
– Support
– Business Intelligence (BI)

10. Marketing
● Social Media
– Viral
– WOMM
– Blogs, YouTube,
Microblogging, etc.
● Community Marketing
● Content Management
System (CMS)
● Peers vs
Establishment
● Brand Advocacy vs
Brand Promotion
● Speak vs Listen

11. Sales
● Contacts
– Profiles
– FOAF
– Social Networks &
Graphs
● Events
● Web 2.0
– Maps, Routes,
Weather
● Semantic Web
● Lead Generation
through SNS
● Opportunity
Management behind
the scenes in CRMS
● Unique ID shared by
SNS & CRMS
● Individualized
Shopping Carts on
affiliate sites via
Semantic APIs

12. Support
● Forums
● Micro blogging
● Social Messaging
● Live Chat
● Event Chat
● VoIP
● Instant gratification
● Crowdsourcing
● Channel of
Customer's choice
● Self help by
communities

13. Business Intelligence (BI)
● Social Media Metrics
– Web Analytics
● Social Network
Analysis
● Sentiment Analysis
● Social Media
Optimization
● Search Engine
Optimization
● Online Reputation
Management

14. Social Media Metrics
● Determine
– Volume
– Sentiment around a brand or topic
● Types
– Activity Metrics
– Survey Metrics
– ROI Measurements
– Individual Metrics (for members)
– General Internet Tracking

15. Activity Metrics
● Page views
● Unique visitors
● Members
● Posts (ideas/threads)
● Number of groups
(networks/forums)
● Comments & Trackbacks
● Tags/Ratings/Rankings
● Time spent on site
● Contributors
● Active contributors
● Word count
● Referrals
● Completed profiles
● Connections (between
members)
● Ratios: Member to contributor;
● Posts to comments; Completed
profiles to posts
● Periods: By day, week, month,
year
● Frequency: of visits, posts,
comments

17. Social Software Group
Customer Solutions Practice, Cognizant Technology Solutions

18. Vision
To design, build & implement Social Software
Solutions for our clients enabling them to
beneficially engage via Communities with their
Customers & thus help market, sell and support
their offerings via the increasingly influential &
proliferative Social Media.

19. How do we implement it?
● CRM is not about Software/IT; even more so
with Social CRM
● Highly imperative to stress on “social” than on
“software”
● Our offering - Synapses 2.0 Framework
– Architecture
● Components
– Methodology

22. Current Offerings
● Synapses 2.0
– LAMP
– J2EE
– Custom
● SynapsesCRM
– CTI
– BI
– Vertical Modules*
● TRUST Framework
– TRUST Manager
– TRUST Matrix
– TFAQ
● triniti Innovation
Framework
– Brainy
– Neuron
● Neuron Magic
Quadrant
– TRUST Forge
Tools-R-Us

23. Tools-R-Us@Cognizant.com