December 8, 2009

Radian6 and the Yellow Brick Road for brands

A chat with the CEO of Radian6 from JD Lasica on Vimeo.

CEO Marcel LeBrun on how companies should listen, monitor and engage with customers

JD LasicaI‘m still getting out from under the atomic dustbin that is my home office. It’s been an insanely busy year, from the relaunch of Socialmedia.biz as a distributed consulting firm to the launch of Socialbrite.org as a nonprofit learning hub to my organizing the Traveling Geeks trip to London last July, so I’m just now getting to a number of fantastic video interviews I should have published weeks ago.

I sat down with Marcel LeBrun, CEO of Radian6, the well-respected social media monitoring company — he calls it “a listening and engagement platform,” which is an apt way to describe it — at the 140 Character conference in New York. Another in Jeff Pulver’s Twitter-centric 140 Character conference series is taking place in Tel Aviv today.

radian6“More and more com­pa­nies are real­iz­ing that the social Web is trans­form­ing how they inter­act with cus­tomers.”
— Marcel LeBrun
CEO, Radian6

Often, brands start out by trying to use interruption-based push marketing approaches on blogs, Facebook and Twitter. It doesn’t work. “More and more companies are realizing that the social Web is transforming how they interact with customers,” LeBrun says. “They’re starting to listen to those conversations and engage.”

Watch, download or embed the video on Vimeo

In our chat, LeBrun describes the Yellow Brick Road for brands — a five-step strategy that companies should apply when entering the realm of social media:

Step 1 is listening. Your brand becomes the sum of the conversations about your company.

Step 2 is where you move to the responding stage. “You need to let people know that you’re listening,” LeBrun says.

Step 3 is where you move into full participation once you understand what your customers are saying about you.

Step 4 is the stage in which you tell your story. “You give people a glimpse into the passion behind your vision and the people behind your company,” he says. Continue reading