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The Best of Web Marketing: the 4Ps:
Promotion:
Radian6 Practices What It Preaches in the Social Conversation

                By Paul Harris
                    January 4, 2010

                    @paulcharris

Excellence in public relations research taught us back in the pre-web years about boundary spanning as a necessary function within corporate marketing and communications. Radian6 is all about boundary spanning, and their use of web marketing to promote their cause is excellent.

I like how Radian6 promotes itself in the era of the interactive web. This entrepreneurial company was "created with the idea that companies need to be listening to the social web in order to effectively participate." Its corporate web marketing presence certainly supports their religion.

From conversational video of the CEO, to inclusion of favorited Tweets (What They're Saying About Us), Radian6 clearly seeks to establish a dialog with its customers and prospects. The company presents a broad and deep arsenal of marketing collateral, from product applications, white papers, and case studies to webinars, podcasts and video-on-demand. Their Twitter-based webinars make it easy and inviting to join the conversation, and the exuberance of their customer testimonials is contagious.

Radian6 has landed social media program management and monitoring deals with the likes of Dell, Southwest Airlines, Molson, and VeriSign. I personally like this case study on telecom provider Embarq (follow link to the full PDF).

Enough has been said about social media and the customers' influence on brand. The brand value conveyed by Radian6 web marketing is a model for what to do about it.

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