Listen First!: Turning Social Media Conversations Into Business Advantage
—Dave Hudson, CEO, NM Incite, a joint venture of McKinsey and Nielsen
"Listening is a business imperative . . . especially in a world
of empowered consumers. Brands are getting built and nurtured in a
very different way. This book is a must read for anyone who wants
to succeed in this new world order."
—Stan Sthanunathan, Vice President, Marketing Strategy & Insights, Coca-Cola
"One by one, the best marketing companies are putting 'listening
to consumers' on their strategic agenda. Following each
announcement, we hear . . . silence, as staff groups try to grapple
with the new directive. Listen First! is a timely, unhyped, and
pragmatic field guide for those exploring the world of
—Ted McConnell, EVP Digital, Advertising Research Foundation; former head of Digital Marketing Innovation, Procter & Gamble
"How many of you have an effective listening strategy? To help
guide you in the listening maze, identify new business
opportunities, and select the right partners for the development
and implementation of an effective listening strategy, this book is
a must and an enjoyable read!"
—Prof. Yoram (Jerry) Wind, The Lauder Professor, The Wharton School
"We started J&D's with a single idea – to make
everything taste like bacon. All we needed now were customers. So
we decided to go where the conversations were, and we've been
listening ever since. We use social media to connect with our
customers, promote our advancements in bacon-o-vation, and ask for
their feedback on new product development. If you're an
entrepreneur or run a small business, this book will give you lots
of examples and terrific and practical ideas for creatively
listening to your customers and growing it."
—Justin Esch, cofounder, J&D's Foods
Part I Steps to Effective Listening.
Chapter 1 Organize for Listening, Define Objectives, Key Measures, and Conversations.
Chapter 2 Evaluate and Select Listening Solutions.
Chapter 3 Field, Analyze, and Report and Evaluate Listening Research.
Part II Listening-Led Marketing and Advertising: Applying Listening Insights to Achieve Key Business Objectives.
Chapter 4 Understand the Consumer's Mind-set.
Chapter 5 Discover New Customers.
Chapter 6: Drive New Product Development and Innovation.
Chapter 7 Create Messages That Resonate.
Chapter 8 Improve Products and Services.
Chapter 9 Increase Sales.
Chapter 10 Sense Change to Compete in the Present.
Chapter 11 Rebrand and Reposition Products and Services.
Chapter 12 Manage Reputation.
Chapter 13 Compete Strategically.
Chapter 14 Provide Customer Care and Increase Customer Satisfaction.
Part III Listening-Led Marketing and Media Innovations.
Chapter 15 Social TV Measurement.
Chapter 16 Listening-Based Targeting.
Chapter 17 Achieve Share of Market Goals.
Chapter 18 Listening-Based Sales Prediction.
Part IV Listening's New Frontiers.
Chapter 19 Listen to New Signals.
Chapter 20 Focus on Culture.
Chapter 21 Change the Research Paradigm.
Chapter 22 Rethink Marketing, Media, and Advertising.
Chapter 23 Become a Listening Organization.
Appendix Vendor Profiles A Resource Guide.
Advertising Research Foundation.
Small and large companies often ask the following questions: What is listening to social media, How is it used, How is it done, and Where is it headed? Companies need to understand online listening in order to run more efficiently. Stephen Rappaport (New York, NY) of the Advertising Research Foundation leads the Digital Media and New Consumer councils, and lectures at leading business schools including Columbia and NYU. Rappaport studies the research behind social media listening. His latest book, Listen First!: Turning Social Media Conversations Into Business Advantage (April 2011).
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