So You Purchased A Radian6 License, What Should You Do Now?

Just because you bought the best social media technology, doesn’t mean you will get immediate results. You need to sweat this asset if you really want to get bottom line results from it. To achieve this, you need to empower people and create process.

Radian6 is an enterprise grade social media listening and engagement platform. This baby is the Ferrari of social listening tools for two major reasons, it has full access to the Twitter pipe, and comes with a handy API so I can plug social media data directly into my CRM or Datawarehouse. Isn’t that lovely?

Here is a simple guide on what you should do if you just purchased Radian6 and need to know what to do next:

1. DOWNLOAD THE RADIAN6 IPHONE APP

The Engagement Console is really easy to use on an iPhone or iPad, allowing you to listen and engage anywhere you are.

You can download it here from iTunes: https://itunes.apple.com/ph/app/radian6-mobile/id419336570?mt=8

Watch it here: https://www.youtube.com/watch?v=c8OH8EwjLsA

2. GET HISTORICAL DATA UNLOCKED

Salesforce will happily unlock 5 years of historical data for you, if you request it. Contact either your local Salesforce.com Authorized Reseller, or go direct to your Salesforce Account Manager.

Imagine if you could look back over the last 5 years at everything that has happened within your business, from major promotions to brand crises, it would really help you clearly understand the social media impact caused by your business.

3. ASSIGN A SUBJECT MATTER EXPERT AND CHAMPION

Give somebody the responsibility of learning the application and being the master of all knowledge. Somebody that can be the first to complete the online training, advocate for the tool, and get everybody else excited.

You want to find a social media geek that isn’t afraid to get his hands dirty with the software. They should have influence among your business leaders and are not afraid to shake things up. Somebody like Guy Kawasaki perhaps?

4. HERE ARE YOUR KEY SOCIAL MEDIA METRICS #YOUREWELCOME

Social media metrics are beginning to mature as we are seeing consistency in how top brands are measuring success on social media. Old marketing measures like “brand equity” and “brand awareness” are for dinosaurs (#sorrynotsorry), these metrics are far more accurate and driven off real people talking, without bias of market research incentives and survey hate.

  1. Volume – Number of brand mentions
  2. Share of Voice – % brand mentions vs. competitor mentions
  3. Share of Conversation – % brand mentions vs. competitor + industry mentions
  4. Positive Sentiment – % positive mentions
  5. Negative Sentiment – % negative mentions
  6. You should be measuring and tracking each of these metrics over time for your brand, and once you have some data, create weekly and monthly targets that you can work toward achieving.

5. CREATE SOCIAL MEDIA REPORT TEMPLATES

Assign somebody to creating reports on a regular and ad hoc basis. Examples of social media reporting templates could be:

Brand Monitoring Report

Frequency: Weekly or monthly

Create a report that monitors your brand and allows you to create actionable insights. The key information for this report (aside from the key metrics described above), would be:

-Brand Sentiment trend and spike analysis
-Competitor sentiment trend and spike analysis
-Examples of Tweets to support spike analysis
-Recommendations

Marketing Campaign Report

Frequency: Ad hoc

Run a report during and at the end of a marketing campaign and listen for keywords and hashtags specifically used in the campaign. Understand how the campaign impacted your social media metrics e.g. Share of Voice, Positive Sentiment etc.

Crisis Report

Frequency: Ad hoc

Are you ready for a social media crisis? We suggest creating a standard reporting template for crisis management. This report would mostly include sentiment trend and spike analysis, influencer analysis (promoter vs. dissenter), and a risk register with mitigation plans.

6. CREATE A SOCIAL MEDIA PLAYBOOK

Before your company starts engaging on social media, you need to ensure the assigned person knows what they can and can’t do. The social media playbook is an operations manual for how your staff should work on social media. A social media playbook typically includes:

  1. The objectives of your company as far as social media is concerned;
  2. The roles and responsibilities of every employee in social media (both personal and company managed accounts);
  3. The Rules of Engagement;
  4. Guidelines for Reporting and;
  5. Your company’s Social Media Policy.

Related Article: https://afdigital.online//what-is-a-social-media-playbook

7. PROVIDE CUSTOMER SERVICE OVER SOCIAL MEDIA

Customer service on social media is becoming an expectation, not a luxury. Large brands are investing big money in scaleable social media software, social media savvy staff and social media consulting firms as they race to assimilate a very fragmented social internet into their already complex organization.

https://www.youtube.com/watch?v=FFOyKnu8INY

THE BENEFITS OF SOCIAL MEDIA CUSTOMER SERVICE

There are many benefits to good social media customer service including impressive cost reduction due to deflected calls, also efficiently managing the brand sentiment, as a recent McKinsey study found that negative sentiment has a direct impact on sales revenue.

An additional bonus in working with my company – AllFamous Digital, is that we are based in the Philippines so we can provide you with more value. Filipinos, aside from being totally awesome, have a strong affinity to American culture, speak English very well, and have extremely high literacy rates. It is dubbed “Social Media Capital of the World.



8. ENGAGE WITH PEOPLE THAT MIGHT BUY YOUR PRODUCT

Social listening is a great way to sell, but it is a total art form. Best practice is to have 9 interactions with a person before you send them a link to a landing page. Salespeople are very easy to sniff out these days. You should setup your Engagement Console to listen for people needing help, looking to buy or are in some way discussing your industry.

In the case above, the brand “Stubbies” offer tough working clothes for farmers, builders, tradesmen etc. Using Radian6 we listen in for related mentions e.g. “farmlife” and proactively engage. We simply provided some positive encouragement and goodwill, which we hope may spread to a dinner conversation with her family, or a purchase of Stubbies when she next sees a promo Tweet.

WHAT COMES NEXT? THE SOCIAL MEDIA TECHNOLOGY ROADMAP

As I mentioned earlier, one of my favorite features of Radian6 is the API integration. This allows you to plug all this beautiful social media data into your existing Datawarehouse so you can compare social media sentiment trends and company revenues in the same report.. truly apples and oranges.

Integrating social media data with your CRM is also possible with Salesforce, allowing you to keep track of ALL customer history and touchpoints in one place. For example, a Telco will be able to see all customer service phone inquiries, right next to all Twitter conversations had.



This article was also on: https://www.afdigital.com/so-you-purchased-a-radian6-license-what-should-you-do-now/

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