Today I’ll blog about a specific company, Radio Lingua Network. Radio Lingua is a website that makes it possible for everybody to learn a language anywhere and anytime. The website provides paid language courses, but also free podcasts for your iPod, iPhone, mp3 player or computer. With Radio Lingua Network you can learn the language when and how it suits you and your lifestyle through free podcasts, ebooks and online materials. They offer a lot more than normal language courses have to offer, like twitterlearn, little video’s you can download on to your mobile device or podcasts with the course on it. The company has two full-time employees who work together with a team of native speakers and teachers creating 34 shows in 24 languages. They are based in the UK.I think they are called Radio Lingua, because they are like a radio station, sending with their website and other social media features language courses to people all over the world.
Objectives of Radio Lingua
I researched the Social Media Sites Radio Lingua has used. What objectives did they try to reach with for example their Facebook account or their forum?
Listening & Talking
The language course network is using social media to listen to what is said about them as a company, and about the courses. An example is seen here, on the twitteraccount of Radio Lingua. Because Radio Lingua has many twitteraccounts, the company makes it possible for her users to contact the company and to contact other users. The example shows a mother that tells the company she has put a podcast from Radio Lingua on her children’s iPods, so they’ll learn the languages easier in the classroom. Radio Lingua responds 2 times on the mother, and asks for feedback from the children. The company tries to get this feedback, so they can use it to improve their courses. This is called Embracing.
The company actively speaks with its users, because it keeps asking them questions, and it reacts on their questions and sends them thank-you-messages when they recommend Radio Lingua to their followers. An example of a question asked by Radio Lingua can be seen here.
Above I placed a question asked by a user and answered by Radio Lingua on their Facebookaccount, on which they are also very active and engaged with their users.
This example shows that Radio Lingua also reacts on negative feedback and on their own failures, which is very important when a company talks with its customers.
Very important, when it comes to energizing its customers, is the affiliate programme of the company. This programme holds that every user of Radio Lingua that recommends the company to his/her friends or puts a recommendation and a link on his/her blog, can earn a commission on every sale generated by this link. This has led to a lot of recommendations on for example Twitter, like I showed you in the paragraph about listening and talking.
There are written many reviews about Radio Lingua and its courses, and almost all of them are positive. The company itself has selected some reviews about their courses. Another quite positive review can be read at toptenreviews.com. These reviews prove that Radio Lingua has energized its customers. The customers are stimulated to write about their experiences with the language courses. The company offers this possibility on its forum, but also on their Facebook-page or on iTunes, when it comes to their Podcasts.
When you read more tweets, it gets clear that there are a lot of users energized by the company, because the users recommend Radio Lingua to their friends, like in this tweet. Radio Lingua has listened to the groundswell what was said about them and has responded with a thank-you-message. The language network is listening this well, that they even hear the things that are said about them in other languages, like in this dutch tweet. They respond with a thank-you-message. Myrte, the writer of the tweet, is also a energized user of Radio Lingua. She recommends it to her followers on twitter, the company gets a lot of free publicity like this. Another example of an energized user of Radio Lingua can be seen here. The writer of this tweet, Sam Wong, responds to @Radiolingua “wauw, your twitter monitoring is impressive!” which I think, says it all, when it comes to Radio Lingua’s capability to listen to the groundswell.
Radio Lingua tries to energize its enthusiastic users by starting its own community. The website has asked some enthusiastic users to write blogs about their experiences, that can be read on the site by all visitors of the Radio Lingua website.
First, Radio Lingua supports its users on their website, there is a large support button, a helpdesk and a trouble shooting page.
Second, the language course company uses its Facebook-page to support its users when they ask for it:
Radio Lingua If you’re trying to use the coupon code SUMMEROFSPORT (following our announcement today) we noticed there was a small problem with the way this coupon code had been set up. It is now active and you should be able to use it until midnight tomorrow. Apologies for any inconvenience.
Radio Lingua Hi Tim. The SUMMEROFSPORT coupon code is still active and a number of customers have used it today. Try logging into your Control Panel (https://radiolingua.com/amember/member.php) and then selecting the Expansion Pack from the drop-down menu, and entering SUMMEROFSPORT in the coupon code box.
Radio Lingua Ah. The email newsletter you refer to was a further explanation of the situation and the full information about that particular offer was included in the previous email which went out earlier that day (28 March) in which the following details were prov…Meer weergeven
Third, with Radio Lingua podcasts, you become part of a community: you can ask your fellow learners through the blogs and forums associated with each series and, in some cases, you can even contact the teacher directly. This is all support offered by the company for its users. Users can help each other with the language they’re learning, and find answers to any questions they have about using RadioLingua’s materials. Users are able to help each other, so the company can be less busy supporting its customers with their problems. I couldn’t see the discussion fora, but I could see the link on the page of every language course, like this one:
In my opinion, this message on the Radio Lingua website is the perfect example of the company embracing its users. The company speaks directly to its users, asking them for advice and opinions, they will use in the development of a new discussion forum.
What they do best:
I think the company has energized its customers very well. To get their users to talk about them and to recommend them, Radio Lingua has promised them money. This is a very smart move. You can find a lot of people on Twitter and Facebook recommending Radio Lingua to their friends, post positive messages on Radio Lingua’s Facebook wall or post positive reviews about the courses the company has to offer. It’s a shame I couldn’t see the discussion forum, but I saw there were a lot of blogs written by community members that had comments, so the blogs do have readers. To get members to blog about their language learning, makes them more engaged with Radio Lingua, and it can also help other members with their learning.
What could be improved:
I’d say embracing is the objective they haven’t reached jet. The examples of embracing I found are okay, but I couldn’t find any evidence of Radio Lingua engaging its energized users in developing new language courses or materials. This could easily be done, because there are a lot of energized users out there and by developing new materials and courses with the users and the feedback they give, the company can reach more people and collect even more energized and enthusiastic users!
Written by: Socialeen
Also known as: Heleen de Boer
Li, C. & J. Bernoff. (2011). Groundswell; winning in a world transformed by social technologies. Boston: Harvard Business School Publishing.