Overview of the Integration of Siebel CRM with Oracle Social Relationship Management

This chapter provides an introduction to integrating Siebel CRM with Oracle Social Relationship Management. It has the following topics:

Overview of the Integration

This guide details the product-integration framework that enables the Siebel application to integrate with Oracle Social Relationship Management products as well as a framework for partner and custom solutions.

Note: The procedures in this guide assume that you do not use left-hand navigation. However, you can set up left-hand navigation. For more information about left-hand navigation and about implementing it, see Siebel Fundamentals Guide.

For more information on Oracle Social Relationship Management, see the following:
http://www.oracle.com/us/solutions/social/overview/index.html?sckw=srch:Oracle_SRM&SC=srch:Oracle_SRM
For more information on social media partner integration, see (Article ID 1535209.1) on My Oracle Support.

Customers and prospects share information about companies, their products, services, support, and competitors through social Web channels and sites, such as Twitter, Facebook, as well as blogs and other social media sites. Integrating with social media has become a social channel for Customer Relationship Management (CRM). The social channel of CRM can enable companies to strengthen customer service levels, improve customer retention, and expose new sources for lead generation.

Integrating Oracle Social Engagement and Monitoring with Siebel CRM enables you to automatically collect, store, analyze, and incorporate content from social media outlets. With Oracle Social Engagement and Monitoring, you choose the topics and streams that you want to collect and analyze, such as your company name, brands, products, competitors, topics and other information. Oracle Social Engagement and Monitoring collects and analyzes information from public posts on social media sources, such as the following:

Twitter©, Facebook© (public posts, pages, and reviews)
Blogs and RSS discussion boards
YouTube® comments, Amazon reviews, iTunes® reviews, and Android Market reviews

Integrating Oracle Social Marketing with Siebel CRM enables you create leads from a Facebook page. Customers can complete form data on a Facebook page and the information can then be pushed to the Siebel application where a lead is automatically created.

It is also possible link a Siebel campaign to Oracle Social Marketing campaigns, allowing you to use previously published outbound social media campaign posts and relate new leads to a Siebel campaign.

Benefits of the Integration

Benefits of integrating Oracle Social Relationship Management with Siebel CRM are as follows:

Creating a new CRM channel for Siebel sales, Siebel service, and Siebel loyalty
Optimizing your channel strategy to improve customer intimacy
Taking advantage of a new data source across Siebel CRM
Reducing your dependency on third-party marketing data
Creating an extended influence or impact with prospects and customers
Improving your branding
Improving your customer service
Strengthening customer loyalty
Gaining better insight into your customers
Creating leads from Facebook pages
Linking Siebel campaigns to social marketing campaigns

Architecture of the Integration

Integrating Oracle Social Relationship Management products with Siebel CRM is done through a push-integration model. In other words, a listening platform pushes inbound social media data to Siebel CRM.

How Oracle Social Engagement and Monitoring Is Integrated with Siebel CRM

Oracle Social Engagement and Monitoring works with Siebel CRM as follows:

Oracle Social Engagement and Monitoring filters inbound social media posts by using criteria that you define.
Oracle Social Engagement and Monitoring sends the posts to the Siebel Social Media Workflow. Inbound posts are created manually using Oracle Social Engagement and Monitoring.
After the inbound post is received, Siebel CRM workflows activate and call services to do the following:
1. Look up the social author from the existing list of Siebel CRM contacts.
  
  Note: Contact look-up is based on the author’s unique social media network ID and community. If the social author does not exist as a current contact in the Siebel database, then a new contact is created using the author’s user name as a temporary contact first and last name.
2. Create a service request for the existing or newly created contact and optionally route the request or lead through Siebel Assignment Manager.
The Siebel CRM user can respond to the social media contact through the Oracle Social Engagement and Monitoring user interface.
Oracle Social Engagement and Monitoring posts the response to the social Web or to a Web channel.

How Oracle Social Marketing Is Integrated with Siebel CRM

Oracle Social Marketing works with Siebel CRM as follows:

Leads

Leads can be created through a Facebook page in the following manner:

After setting up a Facebook page, a customer completes and submits an Oracle Social Marketing form.
Oracle Social Marketing sends the form data to the Siebel application by way of an inbound Web service.
The Create Lead business service method is executed to create the lead.
As part of the Create Lead process, existing leads are verified against the data provided in the form to ensure a duplicate leads was not created.

Campaigns

Oracle Social Marketing campaigns can be linked to a Siebel campaign from Oracle Social Marketing in the following manner:

When setting up an Oracle Social Marketing campaign, the user enters Siebel connectivity information in order to find Siebel campaigns to link to the social marketing campaign.
The Get Campaigns business service method is executed from the inbound Web service allowing the user to view existing Siebel campaigns, and link to them.

Requirements for Integrating Siebel CRM with Oracle Social Relationship Management

To integrate Siebel CRM with Oracle Social Relationship Management you must have the following:

A subscription to the required Oracle Social Relationship Management Cloud.

Note: You must sign in to Oracle Social Relationship Management Cloud separately.
A secure firewall port that is open to allow for social data from Oracle Social Relationship Management to be sent through the inbound Web service to the Siebel CRM implementation.

For a full list of requirements, see Siebel System Requirements and Supported Platforms on Oracle Technology Network.