Read OpenWorld 2011 Fusion CRM Social Strategy

1. 1 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.

2. Connect with Customers and Your Social
Networks by using Oracle Fusion CRM
Tara Roberts, Vice President, Oracle Social CRM
2 Alicia Wu, Product Management Director, Oracle Social CRM
Copyright © 2011, Oracle and/or its affiliates. All rights reserved.

3. Safe Harbor Statement
The following is intended to outline our general product direction.
It is intended for information purposes only, and may not be
incorporated into any contract. It is not a commitment to deliver
any material, code, or functionality, and should not be relied upon
in making purchasing decisions. The development, release, and
timing of any features or functionality described for Oracle’s
products remains at the sole discretion of Oracle.
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4. Program Agenda
• Social Impact
• Internal Collaboration
• Customer Engagement
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5. >2 billion Internet users worldwide
(Internet World Stats)
9 Billion+ pages of public Internet content
500,000 social media posts per hour
5 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.

6. 46% of Internet users
worldwide interact with social
media on a daily basis (TNS)
65% of online US adults use
social networks (Pew Research Center)
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7. Americans spend 23 % of Internet
time on social networks and blogs
…and only 8% on email (Nielsen)
Americans Spend More than 53 Billion Minutes on Facebook
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8. % of social % of social
network network
users users
following posting
a brand about a
brand
57% 43%
51% 36%
55% 60%
60% 30%
(InSites Consulting)
8 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.

9. When compared to the average adult
Internet user, active adult social
networkers are…
47% more likely to be heavy spenders on
clothing, shoes & accessories
75% more likely to be heavy spenders on
music
26% more likely to give opinion on
politics
33% more likely to give opinion on TV
9 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
programs (Nielsen)

10. Business Challenges
External
• Brand discussions take place in open forums
• Customer expectations and interactions with businesses
changing
• Less reliance on vendor sponsored channels for
information
10 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.

11. Business Challenges
Internal
• Employees bring consumer expectations to their
workplace
• Numerous sources of data
• Information locked in predefined silos
• Employees challenged to stay on top of things
11 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.

12. Oracle Social CRM Strategy
Internal Customer
Collaboration Engagement
• Real Time Feeds • Customer Communities
• Internal Communities • Listening Platform Integrations
• Dynamic Conversations • Social Media Monitoring and
Analysis
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13. Real Time Activity Feeds
•Follow CRM records •Connect and follow people and •Collaborate in context of opportunity
•View real time feeds of record groups or customer record
updates •Discover and share expertise via •Collaboration via discussions and
•Post status updates profiles wikis
•Share comments in context of •View profile updates, kudos, message •Disseminate content and links to
business events board updates community members
•Un-follow CRM records automatically •Comment on other people’s posts •Get feeds for community events
•Honor CRM security model and activities •Share comments on community
updates
Business Connection Community
Updates Updates Updates
CRM Business Objects People’s Connections Community
13 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.

14. Real Time Activity Feeds
Benefits
Business Updates Profile Updates Community Updates
• Focus on key business changes • Accelerate business response via • Empower users to make timely
• Take immediate action from a
profile search decisions
single place • Enhance virtual team communication • Encourage teamwork through
• Gain insight via comments by
by staying on top of peer activities collaboration and communication
other users • Quickly review recent group and • Promote information and content
connection content and respond more freely and openly
directly
• Streamline enterprise
communications
14 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.

15. Collaborating on an Opportunity
Use Case Scenario
• Real time feeds incorporated into • VP of Sales reviews sales
sales dashboard dashboard
• Opportunity update streamed real • VP of Sales notified of an update on
time an opportunity
• Comment shared on business • VP of Sales comments on the
events opportunity
• Comment propagated to people • Sales rep acts on VP’s comments
with access to the opportunity and gets desired results
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16. Product
Demonstration
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17. Customer Experience
Traverse across channels to get desired experience
Source: Customer Experience Diagram - Forrester Research
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18. InQuira Social Forums
Build Customer, Partner and Internal Communities
• Integrated community capabilities
– Ratings, comments and feedback on
specific content or experience
– Tiered reputation model
– Hierarchical discussion model
– Rich moderation capabilities
– Inappropriate content filters
– Analytics to monitor the health of the
community
– Integration with knowledge to deliver
answers
– Community knowledge
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19. InQuira Social Forums
Integrated Customer Experience
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20. InQuira Social Forums
Benefits
• Maximize deflection by automatically searching for
Drive Real ROI answers for each post and pushing recommended
answers into the social channel
Turn • Capture valuable tribal knowledge created within
Customers into community forums and reuse this knowledge across all
Champions channels
• Listen to the voice of the customer
Monitor
Customer • Identify recurring issues before they snowball
Satisfaction • Capture product feedback and enhancements
20 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.

21. Listening Platform Integration
How It Works
Listening Platform Oracle CRM
• Monitors social media • Creates actionable items
• Identifies relevant posts – SRs, Solutions, Leads
• Provides analysis dashboards • Tracks response
• Holds complete customer profile
21 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.

22. Listening Platform Integration
Partners
Integration with CRM On Demand Integration with Siebel
Available Available with Technical White Paper
Targeted for end of calendar year 2011
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23. Listening Platform Integration
Benefits
• Enables Social Media posts to be brought into CRM
• Allows CRM users to engage customers using Social Media
• Tracks Social Media interactions in CRM
• Extends the customer profile in CRM to include Social Media
information
23 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.

24. Fusion Social Media Manager
• Currently in development
• Provides a solution for all Fusion
CRM functions
– Service, Marketing, Sales
– Common community management
functionality
– Single view of the social customer
• Can work with existing Oracle CRM
products
24 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Company Confidential

25. Common Set of Services and Experiences
Enrich
Capture • Augment customer profile
• Capture social media posts • Unify identity
• Extensible listening framework • Map relationships and attributes
• Track conversations • Identify customer value
• Filter by content
Analyze
• Capture underlying meaning of posts
• Determine influence
Act • Detect trend inflection points
• Engage with customers • Incorporate deep content analysis
• Drive CRM processes
• Service requests and solutions
• Leads and campaigns
25 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.

26. Fusion Social Media Manager
Typical Use Cases
• Trend Inflection
– Recognize changes in underlying trends
• Knowledge Management
– Capture crowd-source solutions
• Hot Spots
– Find out where your audience are
• Leads and References
– Select potential influencers
26 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Company Confidential

27. Use Case: Campaign Generation and Targeting
Use Case Scenario
• Receive an alert on trend in • Marketing manager is alerted about
dissatisfaction with competitor’s a jump in dissatisfaction in
product competitive product
• Easily identify cause • Competitor’s new blu-ray product
• Filter on cause to identify campaign has problems playing some discs
targets • Marketing manager views identities
• Use competitive intelligence to run of people posting about the problem
campaigns • Marketing manager runs a trade-in
promotional campaign
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28. See What’s Trending for a Competitive Product
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29. Identify Cause
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30. Use Cause as Filter to Identify Targets
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31. Fusion Social Media Manager
Use Case Features
• Identify changes in trends
– Detect when a trend changes or when a new trend emerges
• Identify the cause behind the change
– Break down posts into their constituent messages
– Capture the subject, emotion and behavior for each post snippet through
Natural Language Processing (NLP) using semantic analysis
– Easily segment and categorize the content
– Enable relevant insight with flexible grouping of content
– Refine campaign targets by filtering on interested attributes
31 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Company Confidential

32. Fusion Social Media Manager
Benefits
• Accurately identify important conversations
• Keep on top of the conversations that matter to you
• Gain deeper insight about your brand
• Go beyond simple sentiment analysis to really understand what people
are saying about your brand
• Get more complete view of your customers
• Capture social profiles, activities and relationships about your customers
from their interactions on social media
32 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Company Confidential

33. Maximize Your OpenWorld Experience
Key Oracle CRM Activities
• 25+ LIVE Demos: DEMOgrounds, Moscone West, Aisle 3800
• CRM Pavilion: Moscone West, Booth #3837
• Oracle CRM Lounge: Moscone West, 2nd Floor Foyer
– Monday-Wednesday, 10:00 am – 6:00 pm; Thursday, 9:00 am – 4:00 pm
• Meet the Experts: Applications Lounge, Moscone West 2nd Floor Foyer
– Oracle Fusion CRM: Thursday, 12:00 – 1:00 pm
• CRM Social Reception: Howard Street Tent
– Tuesday, 6:00 – 8:00 pm
– Tickets at CRM Pavilion, Booth #3837
33 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.

34. Upcoming CRM Sessions
ID Session Title Date/Time Location
18240 Oracle CRM On Demand Overview, Strategy and Roadmap Monday, October 3 5:00 Moscone West
PM Room 2005
18260 Oracle’s Industry CRM Strategy and Roadmap Tuesday, October 4 11:45 Moscone West
AM Room 2010
18200 Oracle Fusion CRM Overview, Strategy and Roadmap Tuesday, October 4 2:00 Moscone West
PM Room 3002
18029 Oracle Fusion CRM Customer Adoption and Experiences Wednesday, October 5 Moscone West
10:15 AM Rooms 3002/3004
18623 General Session: Oracle Applications – Cross-Pillar Roundtable Wednesday, October 5 Moscone North
Hall D
18217 Oracle Fusion CRM Coexistence with Existing Applications Thursday, October 6 9:00 Moscone West -
AM 3002/3004
34780 Meet the Experts: Fusion Customer Relationship Management Thursday, October 6 Moscone West -
12:00 PM Applications/CRM
Lounge
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35. Stay Connected…
Read blogs.oracle.com/CRM
Watch youtube.com/OracleCRM
Follow twitter.com/OracleCRM
Join facebook.com/OracleCRM
Learn oracle.com/CRM
Use and Follow #OOW11CRM for LIVE UPDATES during the conference
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36. Q&A
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