I just read Radian6 integrates Webtrends and Salesforce data in the WebTrends blog, and it reminded me that I wanted to write about Radian6 since I now have access, plus some new information directly from Radian6 today (see Slideshare, Press Release in this post and additional Flickr photos).

There was also a Webinar that took place today – The Rockstars of Social CRM, Hosted by Chris Brogan and Radian6

First,  it’s  kinda interesting this  idea of integration with Site Analytics data may well have come from me, a year ago, or so – when I first got to use Radian6 after meeting Marcel LeBrun in Toronto at the Social Media Roundtable.  After using Radian6 I told LeBrun and a few others at Radian6 that I wanted to use it in ways other than what it was designed for - and that I was frustrated with the interface -Radian6 looked like a product that should be able to do thing it could not do (yet).

I was told Radian6 was designed for PR and Communications people mainly; I replied that Web Analysts need it too – and why wasn’t he trying to sell it to us as well …….   Well, that was a year ago …. and looked what happened – the obvious.  What good is “Buzz” that Radian6 and similar products tracked about your Brand, site or product, if you can’t tie it back to the traffic that actually came to you site and did something?

Today, you can get that data out of Radian6, according to a press release just sent to me this evening by Warren Sukernek at Radian6 (who is also based in New York and whom I’ve met a few times, as recently as last week at a CRM Meetup (see Social CRM – Bantam @ NYC CRM Meetup)

Radian6 has now extended its platform to equip team members with deep social media listening and measurement capabilities within the tools they already use. With features developed on their platform API and Social Metrics Framework for integrating third-party data, Radian6 now supports the integration of social customer relationship management (CRM), web analytics, and other enterprise systems.

Social CRM

Customer expectations are shifting, and companies must address the changing needs of the new social customer.  With the proliferation of social networks and other online communities, customers are now more accessible than ever before, and companies are able to connect and provide a remarkable customer experience by listening to their customers and reaching out to them online.

Based on tremendous market demand from its existing and prospective enterprise customers, Radian6 has developed, and is today announcing the availability of the Radian6 and Salesforce.com Social CRM integration.

Notice the Salesforce.com icon in the Workflow view of a sample profile, below

These new Social CRM integrated capabilities empower your teams across the enterprise, with the following:

Sales teams are now equipped with significantly more relevant information about their customers through an integrated view of their customers’ online conversations combined with existing CRM activity history

Marketing teams can now meet prospects at their point of need, connecting much earlier in the buying process with real-time listening of online conversations, and reduce the overall cost of qualified leads

Customer service teams are now empowered to provide remarkable service by proactively responding to customers on their terms, equipped with an integrated view of their entire case and conversation history.

Community and social media teams are provided with context for their outreach and engagement efforts

Radian6 has worked with a variety of its valued enterprise customers, including Comcast, to help define its Social CRM strategy and product capabilities.

“Comcast has always viewed social media as an important communications channel for customers, similar to phone or email,” explains Frank Eliason, Comcast’s Director of Digital Care. “We’re excited to see tools that share this vision of customer service, and are looking forward to tapping Radian6’s integrated social CRM capabilities.”

Web Analytics Integration

Radian6 now brings together web and social media analytics, providing the richest combination of social and online metrics available to determine and articulate social media ROI.

Marketing, community, and social media teams can now map their word-of-mouth or social media initiatives directly to click-throughs and purchases on the website, and view their web activity and performance through the lens of social media. By integrating with WebTrends, Radian6 will enable users to leverage conversational web analytics and:

Calculate the ROI of your content marketing and outreach efforts by connecting the associated social media conversations to results in terms of website traffic, downloads, conversions or sales.

Measure the direct benefits of customer advocacy and quantify the value of engaging customers and influencers online

Compare which types of social media and communities are most effective in generating positive word-of-mouth, resulting in the desired actions on your website

“The Radian6 platform can now help businesses understand, on a global level, what kind of impact and resonance their social media content has online, how it’s driving website traffic and sales, and how their customer and prospect base behaves and grows as a result of social media,” says Lebrun. “Connecting the dots between web analytics, CRM, and social media measurement brings significant clarity and insight to an enterprise’s social media ROI equation.”

For more information about Radian6’s new capabilities and integrations or to request a demo, visit the Radian6 website at http://www.radian6.com.

Note – you still actually have to get the data in your WebTrends, SalesForce and Radian6 “hooked up” – it doesn’t happen by itself (for example, I’m in Radian6 right now, but I don’t see any of those features yet in any of my dashboards)- but, at least if you want those capabilities, Radian6 can tie WebTrends and Salesforce together, opening up some interesting possibilities, which I’ll cover in a minute, in my next post.   After all – if I put everything into one post – you’d not read the whole thing – that’s often what I do when I read some of the longer posts by some of my Web Analytics friends – I don’t want to read the chapter of a book as a blog post – if I want to read a book, I’ll buy one.

Anyway, to finish up this post, Marcel LeBrun, and team at Radian6, heard what I had to say, and what others had asked for, and clearly made a decision – they had to grow past being “Buzz Measurement” to really make a lot of money with the product – and sell it to groups within Corporations they never targeted.   Now, it’s seems obvious – but a year ago, its wasn’t – and I give them credit for forseeing, and listening.