Listen First! : Turning Social Media Conversations Into Business Advantage

Stephen D Rappaport

ISBN 10: 0470935510 / ISBN 13: 9780470935514

Editore: Wiley Apr 2011, 2011

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Neuware - 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. Codice articolo 9780470935514

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Titolo: Listen First! : Turning Social Media ...

Casa editrice: Wiley Apr 2011

Data di pubblicazione: 2011

Legatura: Buch

Condizione: Neu

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Riassunto:

LISTEN FIRST!

Shhh… Listen. Hear that? That's the sound of your business. The conversations taking place online and in the marketplace tell you nearly everything you need to know about your company and your customers—what people are saying about you, how they use your products, whether they'll buy or recommend your product, and how they respond to your marketing and advertising. Listening provides unrivaled insight. If you do it right, you'll have a decisive edge over your competition as you adapt faster to customer needs and market changes. Listening is ultimately about gaining business advantage.

Based on authoritative research from the Adver-tising Research Foundation, Listen First! delivers a playbook for marketing and advertising success-fully in our conversational era. This book explains what listening is, how to do it, how it's used, and where it's headed. Done well, social media listening uncovers pivotal insights that guide marketing as well as product development, customer service, and just about all business functions that touch customers and other stakeholders. You'll learn the tools, winning plays, and proven tactics for listening so that you can:

• Understand what customers are thinking, feeling, and doing in their lives that affect demand and interest in your products or services
• Identify threats to your reputation
• See how customers position competing brands in their minds, not as advertisers position them
• Sense market shifts that threaten existing business or present new opportunities
• Develop new products or refine your current lineup by bringing customer voices into R&D, innovation, and concept testing
• Make your messages more relevant and sharpen targeting by directing messages to people according to their conversational interests
• Keep sales humming, even when business conditions might be unfavorable—or better predict short-term sales based on the volume and specifics of conversational activity
• Determine competitors' strengths and weaknesses
• Plan and buy advertising based on where conversations are happening
• Organize your company to maximize listening's value across all its departments

Listen First! gives you evidence, research, and expert viewpoints that will enable you to take advantage of listening and build your business over the short term and for the long haul. If you want your company to have a sustainable business advantage in an uncertain world, it is time to start—and act on—listening.

Informazioni sull?autore:

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.