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Listen First!: Turning Social Media Conversations Into Business Advantage

ISBN: 978-0-470-93551-4
302 pages
April 2011
Listen First!: Turning Social Media Conversations Into Business Advantage (0470935510) cover image
"This superb book synthesizes the industry's best thinking on the massive upside of listening. Listen First! is an invaluable resource for marketing executives and will help organizations create real competitive 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 listening."
—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

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Foreword Bob Barocci and Stephen D. Rappaport.

Introduction.

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.

Acknowledgments.

References.

Glossary.

Index.

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STEPHEN D. RAPPAPORT is the lead author of The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation (Wiley). At ARF, Steve is Knowledge Solutions Director. A sought-after speaker at industry conferences, Steve holds workshops and strategy sessions with leading brands and lectures at major business schools.
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March 22, 2011
Listen First!: Turning Social Media Conversations Into Business Advantage

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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