Listen First!
Turning Social Media Conversations Into Business Advantage
Erschienen am 16. März 2011
256 Seiten
978-1-118-03374-6 (ISBN)
Beschreibung
"This superb book synthesizes the industry's best thinking on themassive upside of listening. Listen First! is an invaluableresource for marketing executives and will help organizationscreate real competitive advantage."
--Dave Hudson, CEO, NM Incite, a joint venture of McKinsey andNielsen
"Listening is a business imperative . . . especially in a worldof empowered consumers. Brands are getting built and nurtured in avery different way. This book is a must read for anyone who wantsto succeed in this new world order."
--Stan Sthanunathan, Vice President, Marketing Strategy &Insights, Coca-Cola
"One by one, the best marketing companies are putting 'listeningto consumers' on their strategic agenda. Following eachannouncement, we hear . . . silence, as staff groups try to grapplewith the new directive. Listen First! is a timely, unhyped, andpragmatic field guide for those exploring the world oflistening."
--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 helpguide you in the listening maze, identify new businessopportunities, and select the right partners for the developmentand implementation of an effective listening strategy, this book isa must and an enjoyable read!"
--Prof. Yoram (Jerry) Wind, The Lauder Professor, The WhartonSchool
"We started J&D's with a single idea - to makeeverything taste like bacon. All we needed now were customers. Sowe decided to go where the conversations were, and we've beenlistening ever since. We use social media to connect with ourcustomers, promote our advancements in bacon-o-vation, and ask fortheir feedback on new product development. If you're anentrepreneur or run a small business, this book will give you lotsof examples and terrific and practical ideas for creativelylistening to your customers and growing it."
--Justin Esch, cofounder, J&D's Foods
Weitere Details
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Andere Ausgaben
Buch
04/2011
Wiley
23,50 €
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Person
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.
Inhalt
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.
