When we examine the traditional media measures, PR and marketing professionals use the circulation of a magazine, times the cost of an ad in that magazine and that is the ROI.  The difficulty is than when you publish an article in say a magazine, you cannot tell who read the article, dog eared it, forwarded or took action on it.

In social media the ability to measure activity and behavior on the social web can be much more precise is what he says – and based upon what I’ve seen so far, I agree.

Marcel suggests that an important thing for a brand to do, right now, is to at least start to listen.  He states that the ultimate point for a brand is to get to the engagement stage with all the key business process that occur on line – PR, customer service / support, sales and marketing.

• PR will need to listen to monitor the brand and to finding influencers in the market.
• Customer support should can use the social web to find & address customer care issues (often at a lower cost than call in or direct routes)
• Sales needs to listen to particular clients, relative to their conversation regarding competitors, their brand or even to embrace a more personal relationship with a client
• Marketing listens to the point of need as well

Marcel also suggests that a mature, engaged, unmasked transparent brand will have a social media initiative running across the enterprise in an integrated fashion and he states why.

Guy Powel and I wrap the podcast as Guy shares that a multi-dimensional approach, in general is lacking with most marketers in the traditional and social media space – traditional media does not always understand social media and vice versa.  Which I think is the reason we’re working on the series – there will be a marriage of the two as social-based media becomes mainstream.

Play / Download Marcel LeBrun Episode 5 Podcast Here

To support the effort in uncovering the ROI question in social media, we’ve set up a Fan Page at Facebook, a LinkedIn Group, a Google Wave and a special discussion group on the Social Media Bible Ning site.

Come join us and let us know what the pressing issues are in your efforts to determine an ROI in your social media presence.

Here are links to the previous segments in this series -

Episode 1 – How Social Media is Affecting The Fabric of Corporate America

Episode 2 – Hold The Phone!  The ‘Social Phone’ that is

Episode 3 – Three Levels of Involvement and the Different Models

Episode 4 – Experts in Social Media? Expert in What?!

Transcript and Extended Recording

Transcript of the original recording

All five (5) Episodes in one file / recording for download or to listen to

Guy and I both would like to thank Marcel for his time and willingness to meet and share his perspective on the topic.  Below are a few links to material related to the interview that you may find useful; a transcript of the discussion and the entire conversation in one extended recording.

We’re very interested in your perspective on the topic and, if you have a favored presenter or person who can add to the conversation, please let us know – we’re looking to interview him / her and put it up here!

Thank you again to you our listeners – hope you enjoyed the effort and work we put into it!

About the Podcast, Transcript and Credit For Where Credit is Due – This transcript was developed from an interview held October 21 between Marcel LeBrun and Steven Groves.

The podcast interview was recorded at FreeConferenceCall.com, downloaded and processes in Audicity, downloaded from SourceForge with ‘4toFloor.wav’ music loop from member ‘Rooks’ and posted at SoundSnap.com.

Introduction voice is Cynthia Propst / TSMB Media, LLC.

The transcript provided by Cynthia Propst / TSMB Media, LLC.

Related posts:

• The ROI of Social Media Series – Marcel LeBrun CEO of Radian6 Podcast Episode 3
• The ROI of Social Media Series – Marcel LeBrun CEO of Radian6 Episode 4
• The ROI of Social Media Series – Marcel LeBrun CEO of Radian6 Podcast Episode 2

Mind you my involvement in advanced applications and enterprise solutions spans a few decades, having worked with Computer Associates handling large accounts for database and development tools and then handling a global responsibility with MicroAge for enterprise systems management (ah… I remember Paris…)

That perspective combined with time in using and consulting in the use of social media applications has given me a perspective on what organizations large and small will need to show a positive return on the investment they make in media that leverages social components.

In this episode, Marcel and I talk about how there can be experts when the application of social media as a foundational strategy in marketing is only months old.  I agree and he points at a previous conversation between us where I suggested that when anyone calls themselves an ‘expert in social media,’ to just run the other way.

Here at the Social Media Bible, we’ve listened a lot, learned a lot and have tried a lot.  Our experience is growing, but we will be the first to say that we think there is a lot more to be discovered in how to use social media in a business context.

Marcel suggests that there is something more important than the mechanics of just setting up an account somewhere and diving in.  He suggests that when you fail to listen first, you miss the conversations that your brand cares about.  You need to listen first to hear what is it your community talking about.  He encourages listening for your brand, listening to the community and listening to your competitors before you try to respond and engage.  Only when you understand the conversations and can add value in the interaction can you start telling your own story and doing so in the context of the conversation.

Guy Powell has returned from Southeast Asia and adds his comments about how the community overseas is moving to more fully embrace social media and speculates on how a brand can be put at the same level as the individual in the online conversation by raising the level of trust.

Play / Download Marcel LeBrun Episode 4 Podcast Here

To support the effort in uncovering the ROI question in social media, we’ve set up a Fan Page at Facebook, a LinkedIn Group, a Google Wave and a special discussion group on the Social Media Bible Ning site.  Come join us and let us know what the pressing issues are in your efforts to determine an ROI in your social media presence.

Here are links to the previous segments in this series -

Episode 1 – How Social Media is Affecting The Fabric of Corporate America

Episode 2 – Hold The Phone!  The ‘Social Phone’ that is

Episode 3 – Three Levels of Involvement and the Different Models

Related posts:

• The ROI of Social Media Series – Marcel LeBrun CEO of Radian6 Podcast Episode 3
• The ROI of Social Media Series – Marcel LeBrun CEO of Radian6 Podcast Episode 2
• The ROI of Social media Series – Marcel LeBrun CEO Radian6 Episode 5 – Final Episode

Marcel LeBrun, CEO of Radian6, a tool in social media metrics and listening technology, sat down and shared an extended conversation about how he sees companies thinking about social media.

He observes three level of maturation in the evolution of using social media in business -

• Level 1 = listening
• Level 2 = listening /engagement
• Level 3 = listening / engagement / meaningful response

Marcel suggests that there are different models for different uses of social media in different business processes.  When it comes to a model of using social media in Customer Support, he cites the Comcast experience that recognized that the customers time is just as important as the customer support departments time – perhaps even more so.  The response is @ComcastCares on Twitter and a steady effort to find and support customers.

Guy Powell provided a segment that he recorded during his recent trip to / from Singapore. We add his comments perspective from the other side of the world to the back of the segment.  Welcome home Amigo!

To support the effort in uncovering the ROI question in social media, we’ve set up a Fan Page at Facebook, a LinkedIn Group and a special discussion group on the Social Media Bible Ning site.  Come join us and let us know what the pressing issues are in your efforts to determine an ROI in your social media presence.

Play / Download Marcel LeBrun Episode 3 Podcast Here

Here are links to the previous segments in this series -

Episode 1 – How Social Media is Affecting The Fabric of Corporate America

Episode 2 – Hold The Phone!  The ‘Social Phone’ that is

Related posts:

• The ROI of Social Media Series – Marcel LeBrun CEO of Radian6 Podcast Episode 2
• The ROI of Social Media Series – Marcel LeBrun CEO of Radian6 Episode 4
• The ROI of Social media Series – Marcel LeBrun CEO Radian6 Episode 5 – Final Episode

Radian6 is one of the early developers in this space and continues to be a preferred monitoring and brand management tool in the space.  Marcel LeBrun is the CEO for Radian6 and he carved out a good deal of time to talk with us about the ROI of social media and how they see the space shaping up.

In this episode, Marcel and I discuss the question “Is social media the next enterprise application?” and we explore the use of the phrase “social phone” that Radian6 has coined and how it is a model of the conversational aspect of social media and inbound, consumer invitation-based marketing.

The previous podcast is here and the next one will be posted in a few days after I help facilitate the 4th Annual Arizona Entrepreneurship Conference, attend WordCamp AZ (maybe my blog will improve!) and my 3rd year of PodCamp AZ.  A very busy ‘Geek Week’ in Phoenix (use of the phrase Geek Week has been approved by Brian Shaler, a local Geek Week Proponent and Activist, and Brent Spore, who was interviewed by the Arizona Republic last week and ‘Geek Week’ was the headline topic!)

BTW: We introduced Guy Powell in the series, but Guy was (and is again) travelling on business.  He was not able to join us in the recording; he did get a word in edgewise on the last recording and will make it in future recording – no worries and safe travels Guy!

Play / Download Marcel LeBrun Episode 2 Podcast Here

Related posts:

• The ROI of Social Media Series – Marcel LeBrun CEO of Radian6 Podcast Episode 3
• The ROI of Social Media Series – Marcel LeBrun CEO of Radian6 Episode 4
• The ROI of Social media Series – Marcel LeBrun CEO Radian6 Episode 5 – Final Episode

Since then I’ve made the journey from that point to an understanding that social media is now an essential component of an effective online marketing presence.  One of the connections I’ve made on the journey as well is with Guy Powell, the author of “Marketing Calculator: Measuring and Managing Return on Marketing Investment”.  As we got to talking, we decided to collaborate on the ROI question and turn his special talents on marketing ROI with the expertise I have in social media and see what happens.

We collaborated on a whitepaper (to be published soon) and now, we’ve come up with an interview with the top executive for a leading provider of social media metrics tool as a podcast.

Marcel LeBrun is CEO of Radian6 and in the conversation, we meet Marcel and dive into the company he has helped build.  Guy was traveling at the time of the recording, so we miss his voice, other than a short tag on he and I recorded after the fact to make sure his comments are included.  There are several episodes in this interview which will be posted here, at TheSocialMediaBible.com and by Guy at his website, www.DemandROMI.com.

In this episode, Marcel shares a little of his background, how he and the founder (Chris Newton) connected to build Radian6 and how companies and agencies are using Radian6 to manage and monitor a brand in the social media arena.  He observes how social media has begun to creep into more and more areas in the enterprise and how businesses might respond.

To support the effort in uncovering the ROI question in social media, we’ve set up a Fan Page at Facebook, a LinkedIn Group and a special discussion group on the Social Media Bible Ning site.  Come join us and let us know what the pressing issues are in your efforts to determine an ROI in your social media presence.

Play / Download Marcel LeBrun Podcast Here

Related posts:

• The ROI of Social Media Series – Marcel LeBrun CEO of Radian6 Podcast Episode 2
• The ROI of Social Media Series – Marcel LeBrun CEO of Radian6 Podcast Episode 3
• The ROI of Social media Series – Marcel LeBrun CEO Radian6 Episode 5 – Final Episode