crm vs scn

CRM vs SCNLegal CRM and Social Networks

bart.vanwanroij@epona.com

Topics

17 juni 2011

The power of SCNSCN will eat CRM?CRM and SCN will coexistCRM will include SCN?

What is a social media?

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The Power of SCN

Structured information• On people• Their relations or contacts• What they post or say• Activities• Changes in their profiles

For example, take Jan Peter Heida, strategy consultant

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Who is he?

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Who does he know?

Healthcare

VVD

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What does he do right now?

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The old networking

You meet someone

You exchange business cards

You call to meet again

You might do business

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The new networking

You meet someone

You Search for them in LinkedIn

You ask them to be your Contact

You might do business

Social Enterprise CRM

Use LinkedIn and XING to take small polls

Use social media for online advertising based on client profiling

Probably use the Enterprise CRM to send tailored advertising to the internetting prospects

Use LinkedIn to register attendees for seminars

Use tweets for community building, monitor the Buzz

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What are our clients doing?

Company profiling on Social Media

Social Media monitoring and influencing

News feeds, press releases through this channel

Use their key opinion leaders to influence discussions

see the example of the influence charts from social embassy

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The Business Problem

Maintaining One company CRM system

Mixed with 100+ individual LinkedIn accounts

If all contacts are only registered in the SCN domain, what is the purpose of keeping the eCRM?

Position Changes in 2010

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SCN will eat CRM?

What if your company decided only to use LinkedIN?• Cheap• Great functionality• One single platform• Open Social Connector• Groups for seminars and newsletters• Polls and focused Advertising possible

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The CRM dinner..complications

Tagging is required ; company, private contactsNot connected to Matters and the FPMSInformation is in the Public DomainInformation (tel, e-mail) is not available in LinkedInWhat if a prospect is not available in the SCN?No control over the application functionsNo corporate login, horrible securityNo relationships between the Person and Company recordNo marketing fields, qualifiers, subscriptionsNo comments and activity registration or history

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The Others

Other CRM2SCN integrations include:• Link to LinkedIn• View in LinkedIn• Import Contacts from LinkedIn as Person

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Thoughts from the Web

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Our conclusion

SCN is Google for People and Careers

No firms places all confidential contacts and possible prospects in the shared public LinkedIN domainIntegration with existing law firm FPMS, DMS, KMS systems is essential for analysisSCN systems do not meet current marketing and BD needsConclusion:SCN and CRM complement each other

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CRM will include SCN

Goal• Service the user, help your company

Features:• One view of all enterprise and personal contacts• Search CRM comments and SCN profiles in one query• Who knows Who from LinkedIn in your CRM• Invites for seminars and newsletters through SCN

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Levels of Contacts

Conclusion: first level contacts are usuable, with a bit to much trouble second level, third and further away contacts are not usable

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The EPONA friend

Add the EPONA friend -> new employees

EPONA friend will defriend -> ex-employees

Interval imports of all unique LinkedIN Contacts from the EPONA friend accounts contact list

Employees can see LINKEDIN contacts in the CRM application, see the ContactOf information

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Cool cross border opportunities

Quick acquisition of business detailsProfile parsingInvitation processes through SCNsPolls and filtered adds from CRM to SCNAll or most Person pictures availableMore up-to-date informationQuicker responses to BD events

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Conclusion

SCN is here to stayIt might takeover CRM for individuals and very small groups, but it won’t do that for the larger law firms that want to keep their client information in the private domainManual connection of SCN information to Persons is impossible to manageCoexistance is logical but inefficientConnect SCN to eCRM and experiment!