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ocial networking target the enterprie
merging method of relationhip management poied for corporate ucce
phraim chwartz
InfoWorld |
DC 15, 2003
Leveraging advance in communication and integration, a new kind of application -- corporate ocial networking --
i eing folded into the CRM feature et.
Corporate ocial networking oftware meaure, read, and evaluate e-mail, intant meage, and calendar entrie,
capturing the name of meage author while protecting the content. The name are then expoed to algorithm
that earch, weight, and rank other in the dataae for poile contact within the compan a uer i tring to
reach.
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tartup offering oth point olution and olution that are part of a greater CRM uite include Contact Network,
Interface oftware, poke oftware, and ZeroDegree.
arl next ear ZeroDegree plan to roll out an upgrade to it current offering that will allow uer to tap into group
functionalit to form aociation outide their own companie. In addition, the ZeroDegree application will gain full
Outlook integration.
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In fall 2004, ZeroDegree will releae a eta verion of a ale intelligence dahoard aed on the concept of the
emantic We. The tool ue natural language etween tem to crawl the We and earch out relevant
information.
For example, the ZeroDegree dahoard would allow a peron in furniture ale to e alerted when a large compan
leae more pace or place ad for emploee, thu indicating expanion and the need to furnih new office pace,
aid Ja Dhillon, CO of ZeroDegree.
“ocial networking i a wa for u to uild a large network of people who ue the tem,” Dhillon aid.
[ ecome a Microoft Office 365 adminitrator in record time with thi quick tart coure from Pluralight. ]
Other vendor ramping up their capailitie include poke oftware. Next ear the compan will add a hoted ervice
to it current on-premie olution. poke claim it ha douled the ize of it relationhip ae from 5 million to 10
million people a uer can acce.
randPot ponored FortinetProtecting Toda’ volving Digital Landcape
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Quetion that remain to e anwered include whether corporate uer will e willing to hare valuale contact and
whether ocial networking app deliver worthwhile information.
Law firm Honigman, Miller, chwartz, and Cohn ued Interface oftware’ InterAction uite to land lucrative account,
according to Cnthia Reave, partner at the firm.
“We ue InterAction to trategize aout how to approach a client and develop team of people to approach a
potential client on a particular matter,” Reave aid.
Interface i unique in that it ocial networking capailit i a ingle feature in a complete CRM application for the
profeional ervice indutr. It alo ue outide content from companie uch a Dun & radtreet and Hoover’ to
extend and improve the qualit of potential contact.
ponoredPot ponored AquaFold, Inc.How to uild ffective Data Viualization for Data Analtic
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If ou don’t know the name of a compan, ou can earch for companie region and revenue; ou can ak for the
name of all the C-level executive at thoe companie; and ou can match thoe name to people in our own
compan who know them, aid Rick Klau, vice preident of vertical market at Interface.
Although uer at a profeional ervice compan that live and die over good contact might e willing to hare
information, one indutr analt elieve ocial networking ha evere limitation in the enterprie.
“A friend of mine [in’t necearil] a friend of our,” aid arton Goldenerg, principal at IM, a CRM reearch
compan.
Goldenerg aid that in ale application, ocial networking ha a good future, ut at the middle- and upper-
management level it i too intruive.
“Thoe people who work in a high-value network of people are careful of who intrude on that network,” Goldenerg
added.
ut, according to en mith IV, CO of poke, 47 percent of it uer are CO or enior executive, and 30 percent
are midlevel management.
Moreover, vendor uch a ContactNetwork are finding uer willing to make contact oth inide and outide the
firewall.
“We take a federated approach,” aid Caear rea, CO of ContactNetwork.
ContactNetwork upplie a nchronization tool to elected partner who opt in to the olution.
Generall, all of the corporate ocial networking tem retrieve relevant contact in a imilar wa. The oftware
automaticall goe through e-mail log file, contact folder, and electronic repoitorie of réumé at partnering
companie to locate a worker with a deired contact at a particular compan. At the ame time, the oftware’ privac
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control can protect the identit of the contact inide the particular compan.
To rank contact for relevance, the variou olution ue parameter uch a frequenc of e-mail correpondence, jo
title, and eniorit. All the tem weed out ad contact.
ecaue the application for the mot part ue XML tag a their meaging device, the can eail reide in larger
ieel or aleforce.com application.
ut point olution ma not e around long, a etalihed CRM plaer ecome keen to the functionalit, aid
Denni Pomriant, vice preident and reearch director of CRM at Aerdeen Group.
“Companie like ieel and aleforce.com are watching thi pace. Thee ocial networking companie will e
goled up real quick,” Pomriant aid.
Pomriant elieve the two exception are Interface oftware, which offer a full CRM product, and perhap
ZeroDegree, if it can deliver on it promie of extending it capailitie out to ale intelligence.
ocial networking a a phenomenon i helping CRM improve the peed of cloing a deal, ut with a different twit,
according to Pomriant. “We are no longer intereted in uckhotting the marketplace to do indicriminate elling.
ocial networking i tring to identif the et opportunit and people to pitch thoe opportunitie to,” Pomriant
aid.
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