Fellsoft CRM vs Social Networking Friends? Enemies? Or just slightly uneasy bedfellows? Simon

Fellsoft A brief history of social networking & CRM:

Fellsoft A personal asset! Not shared Limited context Requires active management A brief history of social networking & CRM:

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:

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:

Fellsoft Who owns the data? Who can access it? How can it be used, & for whose benefit? Key themes:

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:

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:

Fellsoft The internet runs on open, free protocols TCP/IP (networking) HTTP (web sites) SMTP ( ) Social networks are closed, commercial platforms First & foremost, these are businesses (not public services!) Grow user base, then “monetize” APIs, but increasingly restricted Technology:

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:

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: