Book description
"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
Table of contents
- Cover
- Title Page
- Copyright
- Foreword
- Introduction
-
Part I: Steps to Effective Listening
- ARF's Definition of Listening
- Two Types of Research Using Social Media Listening
- Benefits of Listening Research
- Managing Listening Research
- Summary
- Chapter 1: Organize for Listening and 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
- Winning Plays to Manage Reputation
- Discover Product Threats
- Listen to All Relevant Social Media Sources, Not Just Some
- Understand Which Voices Are Driving Comments
- Listen to Customer Dissatisfaction
- Share Listening Insights with Business Partners
- Convert Negative Sentiment
- Engage in Social and Environmental Issues
- Summary
-
Chapter 13: Compete Strategically
- Winning Plays to Compete Strategically
- Identify Leverageable Competitive Strengths
- Understand Product Positioning in Customer Terms
- Keep Company Product Positioning and Customer's Product Positioning in Alignment
- Interpret Competitor Risk in Customer Terms
- Handle Challenges to the Core Brand
- Summary
- Chapter 14: Provide Customer Care and Increase Customer Satisfaction
- Part III: Listening-Led Marketing and Media Innovations
- Part IV: Listening's New Frontiers
- Appendix: Vendor Profiles A Resource Guide
- Advertising Research Foundation
- Acknowledgments
- References
- Glossary
- Index
Product information
- Title: Listen First!: Turning Social Media Conversations into Business Advantage
- Author(s):
- Release date: April 2011
- Publisher(s): Wiley
- ISBN: 9780470935514
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