Amber w/ Radian6.com has the DIY solution to monitor your brand on the social web:
Amber Naslund, Director of Community at Radian6 explains how easy & important it is to listen to what your customers & peers are saying about your company/brand on the social web. Amber says to track what is being said about competitors and learn & understand best practices for engaging in the most efficient & effective way. Amber is too much fun, we can’t wait to catch her in real life and do another interview.
Follow Amber on Twitter: @AmberCadabra
Approach
When it comes to social media monitoring and analysis, we believe the expertise belongs with advertising and PR professionals. The world’s Fortune 5000 look to agencies and internal communications groups to be the experts in communicating with the public regardless of media type, be it traditional or social. Agency clients want effective, integrated strategies. Social media is the latest component to be integrated into the mix. And it’s becoming an increasingly important component too.Our solution has been built for and by PR and advertising professionals. We created our Early Adopter Program (EAP) to go deep with a wide variety of agencies and agency clients. It has allowed us to truly understand the pain associated with manual monitoring and analysis. We’ve seen new opportunities to help users add value. We’ve discovered what works and what doesn’t. Our approach is to continually work with customers to understand their requirements and to brainstorm on potential new ones.
Here’s some of what we have learned so far:
* the solution must solve the immediate pain and eliminate manual searching, gathering, analysis and packaging.
* the system can’t have any hidden formulas that can’t be explained to clients. In fact, agencies all have their own proprietary view of interpreting data. Having the ability to customize to each agency’s model is essential.
* the solution needs to be easy to set-up and use. Users want the ability to do things such as change topics on the fly and update analysis parameters as required.
* pricing must be structured in a way that makes it easy to pass through to clientsOur goal, quite simply, is this: Design a product that’s built by PR and advertising professionals for PR and advertising professionals.
This article was written by Aronado
3 comments:
Great interview. Love the tip about tracking competitors… huge opportunity there for link and comment opportunities.
How much would Radian6 cost a startup who was trying to monitor their own product/brand and a handful (like 5) competitors?
Jeremy´s last blog post..Revisiting Viral Marketing: 20 Ways to Trigger a Groundswell for Your Viral Marketing Content
Amber
I’m quite surprised to read your comments about social media monitoring being rightly owned by PR?
Given the capabilities in Radian6 and even some of Marcel’s comments last month about conversational listening I would argue that tools like Radian6 represent a weapon of mass (brand) destruction if left to the PR types.
With the right structure, resources, and skills in place Radian6 has uses across the organisation from customer service, R&D, marketing, sales and even the Board. From memory, something you wrote a few weeks ago introduced me to the idea of applying sales funnel type disciplines to how an organisation listens – filtering out the noise until you arrive at actionable insights.
I read an article today about how Rubbermaid “listened” to customer feedback and was able to determine that their user guide needed to be rewritten as it was misleading the customer. Situations like this are where Radian6 delivers incredible value to an organisation. Involving the whole organisation and letting them evolve their thinking and engagement based on what they are hearing from the wider world.
cheers – Mark
Hi Mark,
Just a quick clarification; that’s language from our website which, frankly, needs to be updated.
As social media has evolved, we completely agree with you that social media has the potential to – and should – spread across the enterprise. While PR and communications has often been the home of social media as a communications channel, more and more companies are embracing the power of social media to tap all the areas of business you mentioned.
Thanks for your insightful comments, and keep them coming. I like the way you’re thinking.
Cheers,
Amber
Amber Naslund´s last blog post..@DavidAlston – Get Your (Johnny) Cache On!