Stephen D. Rappaport

Listen First!

Turning Social Media Conversations Into Business Advantage

• Gebundenes Buch

Produktbeschreibung

Listen First! responds to four questions often heard: what is listening to social media, how is it used, how is it done, and where is it headed? Currently there isn't an authoritative source that organizes and synthesizes what is known about social media listening and presents it in a way that was useful for making marketing and branding decisions. This book is the response to fill that void.

The author explains the state of the art in social media listening, selecting cases based on solid research that stand up to careful scrutiny and whose methods supported doing excellent listening work. This book will start the conversation on online listening in all companies who want to run more efficiently.

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Produktdetails

• Verlag: Wiley & Sons
• 1. Auflage
• Seitenzahl: 320
• Erscheinungstermin: 12. April 2011
• Englisch
• Abmessung: 235mm x 157mm x 22mm
• Gewicht: 515g
• ISBN-13: 9780470935514
• ISBN-10: 0470935510
• Artikelnr.: 32462037

Autorenporträt

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.

Inhaltsangabe

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.