Fellsoft

CRM vs Social Networking

Friends? Enemies?

Or just slightly uneasy bedfellows?

Simon Ellison-Buncesimon@fellsoft.com

@fellsoft

FellsoftA 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 (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:

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: