Wednesday, January 11, 2012

Social Data Integration journey - Where are you on it?

There are several "Stages of Evolution" thoughts around how enterprises can go about ingesting social data into their business DNA. Adding to these, from my experience creating CRM and data integration products, here is an outside-in approach for enterprises towards social media.

Companies must first map the customer journey through various social media as they interact with the company. The following depicts such a typical journey (which, in most part, applies to both B2B and B2C businesses):

Note that some of these "Events / Triggers" are actually a cumulative experience for your customers.

Once this map is created, companies can decide on how to start their own journey. A phased approach is prudent especially in the social media arena where missteps can get amplified quickly. The following illustrates this:

Importantly, this is an additive approach in that companies will have to continue to listen and monitor on a broad set of social media while participating and innovating on the most effective among these social media streams.

How are you approaching this massive opportunity? Where is your company on this journey?

In subsequent posts, I'll share my thoughts on how enterprises can derive the most of their investments in social media.

Ram Subramanyam Gopalan - Product Management at Informatica
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Views expressed here are personal and do not necessarily represent those of Informatica.


  1. Hello! Very interesting article. Is it possible to find out the source of info and pictures. Thank you.

    1. Hi,

      These are created by me for Informatica (my employer). You can use them with appropriate attribution.