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Marcel Lebrun: How to Become a Listening Company

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Marcel will present the key changes that companies need to adopt in order to shift from a broadcast mentality to listening and engagement.

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  • $63B in US ad traditional media ad spend in first half of 2010 (TV, print magazine & newspaper, radio)
  • Explain McLuhan

    Talk about the Nature of the Social Medium, but first start with a little excercise
  • Tom Dickson, CEO of blendtek. They spent $50 on their first 5 videos and bought a white lab coat, the URL, and a selection of items to be blended, including a garden rake, a rotisserie chicken and a Big Mac Extra Value meal.

    The Boost Mobile Shuffle on the top right – brought back McMahon and the 1985 Bears – one of the top rated super bowl ads by armchair creative directors. $3M for 30 second spot reaching approximately 90 million viewers. Boost's U.S. ad spending for the first nine months of 2009 topped $66.3 million

    KGB on the bottom right – got lots of attention for having their ad banned.
  • Tom Dickson, CEO of blendtek. They spent $50 on their first 5 videos and bought a white lab coat, the URL, and a selection of items to be blended, including a garden rake, a rotisserie chicken and a Big Mac Extra Value meal.

    Boost Mobile on the top right
    KGB on the bottom right
  • Conclusion: the social web’s impact on society will be much bigger than the era of mass media.
    For business, it isn’t just the domain of the media or advertising dept (like TV/advertising); it will affect every job (like the phone).
    How many of you use the television as a communication tool to get your job done? How many use the phone?

  • Next: Your brand is now the sum of conversations about it
  • Every business function/process will be impacted; every business system will be impacted
    Every company will need to implement social communications infrastructure (listening platform)


  • Talk about each function being impacted…
  • The Four Phases of Social Media Adoption
  • Also case studies from Intuit, H&R Block, Dell, American Red Cross, AMD, Beachbody/p90X, Molson Coors, Pepsi, UPS, Southwest Airlines, Verisign, Cirque du soleil, etc.

    We also have white papers like making the case for social media, podcasts like with the Microsoft XBOX team, KIVA (micro lending), National Geographic, Kodak, Crocs, & agencies / consultants like Golin Harris, Dix & Eaton, Mullen, thought leaders like Brian Solis, etc.
  • Also case studies from Intuit, H&R Block, Dell, American Red Cross, AMD, Beachbody/p90X, Molson Coors, Pepsi, UPS, Southwest Airlines, Verisign, Cirque du soleil, etc.

    We also have white papers like making the case for social media, podcasts like with the Microsoft XBOX team, KIVA (micro lending), National Geographic, Kodak, Crocs, & agencies / consultants like Golin Harris, Dix & Eaton, Mullen, thought leaders like Brian Solis, etc.
  • Why do we listen?

    Listening sends a message: it says you are important to us. If you’re listening behind the scenes or keeping it low profile, then you are missing the opportunity.

    Make a big deal about your listening & engagement shows people you are investing in them.
  • Also case studies from Intuit, H&R Block, Dell, American Red Cross, AMD, Beachbody/p90X, Molson Coors, Pepsi, UPS, Southwest Airlines, Verisign, Cirque du soleil, etc.

    We also have white papers like making the case for social media, podcasts like with the Microsoft XBOX team, KIVA (micro lending), National Geographic, Kodak, Crocs, & agencies / consultants like Golin Harris, Dix & Eaton, Mullen, thought leaders like Brian Solis, etc.
  • Show your customers you care… let them know you are listening.
  • Transcript of "Marcel Lebrun: How to Become a Listening Company"

    1. 1. Marcel LeBrun Radian6 BUILD A BETTER LISTENING ORGANIZATION
    2. 2. Part 1: The Big Picture: How the Social Shift is Transforming the Enterprise Part 2: Practical Steps: The Journey to Social Media Maturity Part 3: Q&A BUILDING A BETTER LISTENING ORGANIZATION
    3. 3. D I G I T A L
    4. 4. What is…
    5. 5. It is a fundamental innovation, enabling new multi- billion dollar markets/companies (ex: Facebook) It is a transforming innovation, disrupting multiple existing multi-billion dollar markets (ex: $13B CRM market, $80B TV ad market) It is impacting every part of the enterprise SOCIAL IS IMPACTING EVERYTHING
    6. 6. THE NATURE OF THE SOCIAL MEDIUM
    7. 7. THE BLENDTEC METRICS “Anyone can create their own content. It used to be that you had to interrupt people to get your message across with a television or a print ad.” – George Wright, director of marketing, Blendtec $50, 5 videos, 5 days and 6 million views 24 months later: 100 million views, 700% growth in sales
    8. 8. The social web’s reach is now bigger than TV It’s messages can propagate faster; they last longer Messages are more trusted because they move through a network of trust (friends) No single institution controls it; everyone is a participant The “social phone”: It is a multi-purpose medium, more like the phone network than TV/mass media** THE NATURE OF THE SOCIAL MEDIUM
    9. 9. The social web is causing the biggest cultural shift in business since the ‘mad men’ era Your brand is now the sum of conversations about it CONCLUSION
    10. 10. Part 1: The Big Picture: How the Social Shift is Transforming the Enterprise Part 2: Practical Steps: The Journey to Social Media Maturity Part 3: Q&A BUILDING A BETTER LISTENING ORGANIZATION
    11. 11. BUILDING A LISTENING & RESPONSE ENGINE Responder Responder Responder Operations Communications & Public Relations Sales and Marketing Professional Services Product Teams Executive And Management Customer Service Traffic Coordinator Responder Community Relations Traffic Coordinator Traffic Coordinator Traffic Coordinator Insight Reporting & Analysis Brand Conversations A coordinated social strategy, process & listening platform enables every employee to get closer to the voice of the customer and delivers an engaging customer experience
    12. 12. FOUR PHASES OF SOCIAL MEDIA IMMERSION
    13. 13. FOUR PHASES OF SOCIAL MEDIA MATURITY
    14. 14. & Listening Platform SUPPORTING TECHNOLOGY, SERVICES, STRATEGY
    15. 15. ~50% OF FORTUNE 100 COMPANIES HAVE ADOPTED LISTENING PLATFORMS 19 1/30/2015 - Copyright © 2009 Radian6 – Confidential Information
    16. 16. HELPFUL RESOURCES (E-BOOKS) Social Media Listening, Measuring & Engaging Primer Socializing The Enterprise Customer Service in the Age of Social Media The Radian6 Social Media Engagement Playbook Social Media for B2B: It’s Not as Different as You Think Building & Sustaining Brand Community Social Media Measurement & Analysis Social Media Time Management Social Media Execution: The Journey http://bit.ly/radian6library
    17. 17. GATORADE: MISSION CONTROL
    18. 18. GATORADE MISSION CONTROL
    19. 19. Marcel LeBrun Radian6 marcel.lebrun@radian6.com Twitter: @lebrun

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