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CRM vs SCN Legal CRM and Social Networksbart.firstname.lastname@example.org
Topics • The power of SCN • SCN will eat CRM? • CRM and SCN will coexist • CRM will include SCN?
ThePower of SCN • Structuredinformation • Onpeople • Theirrelationsorcontacts • Whatthey post orsay • Activities • Changes in theirprofiles • Forexample, take Jan Peter Heida, strategyconsultant
Whodoes he know? Healthcare VVD
Theoldnetworking • Youmeetsomeone • Youexchangebusinesscards • Youcalltomeetagain • Youmight do business
The new networking • Youmeetsomeone • YouSearchforthem in LinkedIn • Youaskthemto be yourContact • Youmight 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
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 discussionssee the example of the influence charts from social embassy
The Business Problem • MaintainingOnecompany CRM system • Mixedwith 100+ individual LinkedInaccounts • Ifallcontacts are onlyregistered in the SCN domain, whatisthepurpose of keepingtheeCRM?
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
The CRM dinner..complications • Tagging is required ; company, private contacts • Not connected to Matters and the FPMS • Information is in the Public Domain • Information (tel, e-mail) is not available in LinkedIn • What if a prospect is not available in the SCN? • No control over the application functions • No corporate login, horrible security • No relationships between the Person and Company record • No marketing fields, qualifiers, subscriptions • No comments and activity registration or history
TheOthers • Other CRM2SCN integrationsinclude: • Link toLinkedIn • View in LinkedIn • ImportContactsfromLinkedIn as Person
Our conclusion • SCN is Google for People and Careers • No firms places all confidential contacts and possible prospects in the shared public LinkedIN domain • Integration with existing law firm FPMS, DMS, KMS systems is essential for analysis • SCN systems do not meet current marketing and BD needs • Conclusion:SCN and CRM complement each other
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
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
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
Cool cross border opportunities • Quick acquisition of business details • Profile parsing • Invitation processes through SCNs • Polls and filtered adds from CRM to SCN • All or most Person pictures available • More up-to-date information • Quicker responses to BD events
Conclusion • SCN is here to stay • It 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 domain • Manual connection of SCN information to Persons is impossible to manage • Coexistance is logical but inefficient • Connect SCN to eCRM and experiment!