This document discusses social media and its potential for enterprise integration. It notes the large number of social media users and how enterprises are increasingly monitoring social media for marketing insights, customer feedback and recruiting. The document proposes that Information Builders' iWay product can help enterprises create a "social CRM" by integrating social media profiles and data into existing CRM systems, and analyzing social data alongside traditional customer information. This would allow improved customer engagement and access to richer customer insights.

1. Social Media and Enterprise Integration
An IBI solution for Integration and Beyond
Siva Krishnajee
Technical Director
January 14, 2011
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2. 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.
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3. Social Media
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4. 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.
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5. 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.
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6. 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.
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7. Social Media
Spending
• 11% of spending on
online marketing goes
towards Social Media.
• Social Media marketing
spending is on a growing
scale.

8. Social Media
Spending
•By 2014, spending
on Social Media
marketing will be
$3.1B.
•Social Media
marketing will
outgrow email and
mobile marketing by
2014.

9. Social Media
Spending
•Major industries are
increasing their budget for
spending on Social Media.
•Retail / e-Commerce
industry is leading the
effort in social media
marketing.

10. 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.
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11. 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).
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12. Social Media for Enterprise
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13. 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.
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14. Social Media for Enterprise
Enterprise Monitoring
Search for content Analyze the content Take action

15. 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.
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16. 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.
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17. Social Media for Enterprise
Current CRM data flow
Call center / Front
office Stored into
Enterprise
CRM
Middleware

18. 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.
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19. 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.
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20. 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
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21. Social Media for Enterprise
Enterprise Requirement
“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.
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22. Social Media for Enterprise
Enterprise Requirement
“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
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23. Social Media for Enterprise
IBI Solution for Integration and Beyond
iWay iWay
iWay
Service DQC /
Adapters
Manager MDM
Publish, Subscribe, Business
Content Social CRM
Data quality Intelligence

24. Social Media for Enterprise
iWay Social Media Adapters
iWay Social Media Adapters enable integration of enterprise
CRM with Social Media through bi-directional connectivity

25. 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
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26. Social Media for Enterprise
Social CRM
iWay enables an
enterprise CRM into a
Social CRM by
integrating social media
data like blogs.
Twitter Stream Facebook blog
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27. 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.
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28. 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.

29. 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.

30. 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
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