1. Social Media and Information Management
Helmut Schnabl / Omri Bergman
Geraser IT-Tage XVI, 2011

2. Some 110,000 employees in 40 countries support our clients
around the globe
Central &
North America UK & Ireland France Benelux Nordic
Eastern Europe
8,667 8,515 19,927 10,782 Countries 4,012
7,928
Russia
Canada
Europe
USA China
Morocco
Mexico Hong Kong
India
Guatemala
Singapore
Brazil
Chile
Australia
Argentina
South America Morocco Spain/ Italy India Asia Pacific
8,501 350 Portugal 4,748 1,604 30,859 2,805
Group Headquarters
Paris, France as of Dec 31, 2010
Social Media and Information Management.pptx
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3. With our services we deliver tailored solutions –
sustainable, reliable, cost-optimized
Consulting Local Professional
Services Technology Outsourcing
(Capgemini Services
Services Services
Consulting) (Sogeti)
As a full service provider, we offer a broad range of services from a single source –
from developing strategies to maintaining IT systems.
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4. Capgemini combines substantial functional competence with
profound industry know-how
Selected client references
Energy, Manufacturing, Telecom,
Financial Public
Automotive Utilities & Retail & Media &
Services Sector
Chemicals Distribution Entertainment
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5. AGENDA
• Introducing Capgemini
• Social Media … Hype or Flop ?
• Social Insight into Action - Social CRM
• Summary
Social Media and Information Management.pptx
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6. Social Media – Hype or Flop?
IT Trends 2011
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7. Capgemini and L.S.Z. Consulting jointly conducted a survey
in order to better understand the market situation
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8. Social Media is...
...nothing new?!
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9. Social media – Corporation environment example
External Internal
User behaviour Communication method Corporate strategy
listen
publish
interact
How do you want to
participate?
Real-time?
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10. The volume of customer conversations is exploding
1 billion
Tweets per week
48 hours
Video uploaded per minute
To YouTube
750 million
Facebook users worldwide
24 hours
Time taken by Charlie Sheen
To amass 1m Twitter followers
?
What will be the new “new thing”?
Control of the conversation has shifted to the customer. Customers are
defining how, when and where they interact with brands, content & services
Social Media and Information Management.pptx
© 2011 Capgemini. All rights reserved. 12

11. AGENDA
• Introducing Capgemini
• Social Media … Hype or Flop ?
• Social Insights into Action- Social CRM
• Summary
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12. If you can’t see your social data, you’re driving blind when it
comes to planning for your company’s future
Noise Insight Action
Customer Interaction Vision
“Hi Jane, On behalf of
XYZ Corp. we are
sorry to hear of your
experience. Please be
advised this matter is
Scenario 1 being investigated”
“I ordered a
phone three
weeks ago and it
still hasn´t
@Celebrity Tweeter –
arrived!” - Jane“ Level 2 “We‟re delighted you‟ve purchased a
Filter 1 Case new Smartphone and would love to
Community Management hear your feedback! We‟ve released a
Scenario 2
Filter 3 user guide on the app store for you.”
“Can´t wait to get Text Analytics
Opportunities
home to my
Level 1
Smartphone... it´s @General Forum Tweeter –
just like my pet dog” Reactive “Smartphone company is pleased to
- Celebrity Tweeter Response
Filter 2 Threats Level 3
offer all Celebrity fans a 5% discount
with Smartphone orders by end of Nov.”
Social Media Business
Monitoring Process
Management
Scenario 3
Manufacturer creates
“It loses signal a team comprising
really easily” product marketing,
product engineering
and legal to
investigate reception
issue
“The reception
is intermittent”
Launch outbound marketing
campaign to offer
“The reception customers a solution
is sometimes
very poor”
Cross-Selling Business Rules
Customer Insight Command Centre changed to offer free solution
product with all purchases
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13. Different business areas are influenced by social media
Enterprise wide Customer Interaction
 All processes  Marketing
 Sales
Degree of Social Customers
 Service
Social
CRM
Branding and HR Cost reduction
 HR  Production development
 Corporate Communication  Production
 Procurement
 Logistics
Market competitetiveness
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14. Social media challenges to rethink classical CRM – Social
Customer Relationship Management (SCRM)
CRM Social CRM (SCRM)
• Customer Relationship Management is internally • SCRM is Customer experience focused and
focused Relationship driven; Customers can define the timing,
process & channel of interaction.
• CRM enables the collection and use of customers data
and is mainly data and information driven • Customer Service has marketing effects
• The main objective is to optimise Marketing, Sales and • Data is soft facts like opinions, feelings and intents.
Service processes • Consistent user experience across all channels:
• The communication process towards the customers is Marketing, Sales and Services are fully integrated with a
Inside-out single customer view
• SCRM enable Outside-in communication process
Marketing
Sales
Service
Service
SCRM doesn’t replace traditional CRM; It’s an extension of with an emphasis on the “R”elationships.
It’s the company’s response to the customer’s ownership of the conversation
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© 2011 Capgemini. All rights reserved. 16

15. Companies have to change or enhance their processes to
implement insight into action: SCRM Operation Model
Outside-In
Customer
to
Customer Social
Listening
&
Sentiment
Customer Experience Analysis
Operational
CRM
Customer Channels Face to Chat /
IVR email Mobile Online
Strategy Face Phone SMS
People &
Eco- Incentives
System Collabo-
Skills Culture & Knowledge Business
(Enterprise ration
Alignment Intelligence
2.0)
Lean &
Agile
Processes Marketing Sales Billing & Debt Service
Inside-Out
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16. Your enterprise architecture has to integrate new
applications and BI methods in order to leverage social media
Noise
Listen
Action
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17. AGENDA
• Introducing Capgemini
• Social Media … Hype or Flop ?
• Social Insights into Action- Social CRM
• Summary
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18. Opportunity or Threat, Hype or Flop – How is social media
influencing your business
Social media is part of your company„s ecosystem. If you ignore it, do it with
purpose and strategically aligned. Otherwise leverage opportunities and
mitigate threats.
Business Perspective IT Perspective
Operation model to ensure appropriate Business – IT alignment: Derive from
handling of analytics and interaction. SM-Strategy the according IT strategy.
Derive social media strategy from your Integrate new applications into
business and functional strategies enterprise architecture (IM Level,
Application Level)
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19. Further information
YouTube - Social Insight Into Action
“Every generation needs a revolution”
Thomas Jefferson
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© 2011 Capgemini. All rights reserved. 21

20. Contact information
Please contact:
• Helmut Schnabl, Principal Consultant
helmut.schnabl@capgemini.com
• Omri Bergman, Subject Matter Expert
omri.bergman@capgemini.com
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© 2011 Capgemini. All rights reserved. 22

21. www.capgemini.com
The information contained in this presentation is proprietary. ©2011 Capgemini. All rights reserved