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Fellsoft
CRM vs Social Networking
Friends? Enemies?
Or just slightly uneasy bedfellows?
Simon [email protected]
@fellsoft
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FellsoftA brief history of social networking & CRM:
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Fellsoft
• A personal asset!• Not shared• Limited context• Requires active
management
A brief history of social networking & CRM:
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Fellsoft
• A firm asset!• Shared• Lots of context• Requires active
management• Users: “What’s in
it for me?”
A brief history of social networking & CRM:
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Fellsoft
• A personal asset• Limited sharing• Lots of context• Delivers value
with minimal effort• Users only control
their own data
A brief history of social networking & CRM:
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Fellsoft
• Who owns the data?
• Who can access it?
• How can it be used, & for whose benefit?
Key themes:
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Fellsoft
• Are your users representing your firm on social networks?
• Still a bit “wild west”…• Brand Management?• Social networking policies?
• What does success look like, & how can you measure it?
Social Networking for Business Development:
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Fellsoft
• LinkedIn:• Only 10 years old!• Annual revenues > $1.2 billion
• 25% advertising• 20% premium memberships• 55% “Talent Solutions”• (3 years ago was 1/3 each)
• “If you’re not paying for the product, you ARE the product”
Business:
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Fellsoft
• The internet runs on open, free protocols• TCP/IP (networking)• HTTP (web sites)• SMTP (email)
• Social networks are closed, commercial platforms• First & foremost, these are businesses
(not public services!)• Grow user base, then “monetize”• APIs, but increasingly restricted
Technology:
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Fellsoft
• Why isn’t there better integration between social networks and CRM?• It’s not because the technology isn’t
there• Not really in the interests of a social
network platform• Your data is their primary asset &
they want to control how it’s used• They want you in their environment
Technology:
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Fellsoft
• Lots of BD potential in social networking, but…
• Still requires individual effort!• Platforms are focused on individuals
not organisations• Hard to manage & derive value for the
firm• Very limited integration possibilities
Conclusions: