Listen First!: Turning Social Media Conversations Into Business Advantage

Overview

Shhh Listen. Hear that? That's the sound of your business. Theconversations taking place online and in the marketplace tell younearly everything you need to know about your company and yourcustomers—what people are saying about you, how they use yourproducts, whether they'll buy or recommend your product, and howthey respond to your marketing and advertising. Listening providesunrivaled insight. If you do it right, you'll have a decisive edgeover your competition as you adapt faster to customer needs andmarket ...

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Listen First!: Turning Social Media Conversations Into Business Advantage

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Overview

Shhh Listen. Hear that? That's the sound of your business. Theconversations taking place online and in the marketplace tell younearly everything you need to know about your company and yourcustomers—what people are saying about you, how they use yourproducts, whether they'll buy or recommend your product, and howthey respond to your marketing and advertising. Listening providesunrivaled insight. If you do it right, you'll have a decisive edgeover your competition as you adapt faster to customer needs andmarket changes. Listening is ultimately about gaining businessadvantage.

Based on authoritative research from the Adver-tising ResearchFoundation, Listen First! delivers a playbook for marketing andadvertising success-fully in our conversational era. This bookexplains what listening is, how to do it, how it's used, and whereit's headed. Done well, social media listening uncovers pivotalinsights that guide marketing as well as product development,customer service, and just about all business functions that touchcustomers and other stakeholders. You'll learn the tools, winningplays, and proven tactics for listening so that you can:

  • Understand what customers are thinking, feeling, and doing intheir lives that affect demand and interest in your products orservices
  • Identify threats to your reputation
  • See how customers position competing brands in their minds, notas advertisers position them
  • Sense market shifts that threaten existing business or presentnew opportunities
  • Develop new products or refine your current lineup by bringingcustomer voices into R&D, innovation, and concept testing
  • Make your messages more relevant and sharpen targeting bydirecting messages to people according to their conversationalinterests
  • Keep sales humming, even when business conditions might beunfavorable—or better predict short-term sales based on thevolume and specifics of conversational activity
  • Determine competitors' strengths and weaknesses
  • Plan and buy advertising based on where conversations arehappening
  • Organize your company to maximize listening's value across allits departments

Listen First! gives you evidence, research, and expertviewpoints that will enable you to take advantage of listening andbuild your business over the short term and for the long haul. Ifyou want your company to have a sustainable business advantage inan uncertain world, it is time to start—and acton—listening.

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Product Details

  • ISBN-13: 9780470935514
  • Publisher: Wiley
  • Publication date: 4/12/2011
  • Edition number: 1
  • Pages: 302
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.20 (d)

Meet the Author

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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Table of Contents

Foreword Bob Barocci and Stephen D. Rappaport.

Introduction.

Part I Steps to Effective Listening.

Chapter 1 Organize for Listening, Define Objectives, KeyMeasures, and Conversations.

Chapter 2 Evaluate and Select Listening Solutions.

Chapter 3 Field, Analyze, and Report and Evaluate ListeningResearch. 

Part II Listening-Led Marketing and Advertising:Applying Listening Insights to Achieve Key BusinessObjectives.

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 CustomerSatisfaction.

Part III Listening-Led Marketing and MediaInnovations.

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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