2020 Social looked at all conversations on the social web which mentioned these selected IT firms and categorised them by themes and sentiments.

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

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

3. 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?

4. The Results

5. 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%

6. 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

7. 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

8. Mentions of the Themes
HR, Culture, Leadership, News

9. 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

10. 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

11. 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

12. 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

13. 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

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

15. 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

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

17. 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

18. Mentions - Snippets

19. Cognizant

20. Infosys

21. Patni

22. TCS

23. Wipro

24. 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.

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