Listen First! Contents

by: Stephen D. Rappaport April 2011 John Wiley & Sons
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Listen First!: Turning Social Media Conversations Into Business Advantage

Explaining what listening is, how to do it, how it’s used, and where it’s headed, this book 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.

Detailed Table of Contents

Listen First!—Turning Social Media Conversations into Business Advantage
Part I – Steps to Effective Listening
Chapter 1 – Organize for Listening and Define Objectives, Key Measures, and Conversations
Organize for Listening
Set Objectives in Relation to Business Goals
Define Key Performance Indicators (KPIs)
Determine the “Research Subjects”: The Conversations, Sources, and Voices Best Suited for the Listening Program

Chapter 2 – Evaluate and Select Listening Solutions
Five Types of Listening Solutions

Chapter 3 – Field, Analyze and Report, and Evaluate Listening Research
Field the Research
Analyze and Report
Evaluate the Listening Initiative

Part II – Listening-Led Marketing and Advertising
Chapter 4 – Understand the Consumer’s Mind-set
Start with the Big Picture
Winning Plays That Reveal Consumer Mind-sets
Search: Gateway to Discovering Consumers’ Mind-sets
Home in to Understand Category Mind-sets
Explore Widely to Understand Consumers and the Context of Their Lives

Chapter 5 – Discover New Customers
Winning Plays for Discovering New Customers
Listen to the Story in People’s Behavior
Track Voices in the Conversations
Look at Customer Data with Fresh Eyes
Listen to Light Purchasers

Chapter 6 – Drive New Product Development and Innovation
Winning Plays for Innovation and New Product Development
Search Social Media Profiles to Gauge Market Interest
Develop New Product Ideas from Mind-sets
Co-Create New Products: Design to Consumer-Generated Requirements
Fine-Tune New Products, Services, or Features

Chapter 7 – Create Messages That Resonate
Winning Plays That Create Resonant Messages
Search Social Media for Resonant Topics
Discover and Use Customer Language in Messaging
Combine Ideas to Address Consumer Perception
Monitor Buzz after Ad Exposure to Adjust Messaging

Chapter 8 – Improve Products and Services
Winning Plays That Help Improve Products and Services
Keep Site Content Fresh and Relevant
Add User-Desired Features into the Core Brand
Tune Marketing to Meet Consumer Interests
Evolve Products and Services

Chapter 9 – Increase Sales
Winning Plays to Increase Sales
Develop and Implement a Listening-Led Sales Strategy
Stimulate Product Trial for New and In-Market Products
Adjust to Real-Time Feedback for Product Rollouts
Engage Customers around Their Passions
Track Buzz and Influence the Influencers

Chapter 10 – Sense Change to Compete in the Present
Winning Plays to Sense Change and Compete in the Present
Build on Consumer Excitement
Champion New Uses
Listening in a Brand’s Backyard
Listening in the Consumer’s Backyard
Selectively Add Product Features
Create Line Extensions
Expand Business Line
Increase Loyalty

Chapter 11 – Rebrand and Reposition Products and Services
Winning Plays for Rebranding and Repositioning Products and Services
Express Positioning in “People’s Words”
Frame Products in the Context of Issues Important to People
Attract New Customers While Keeping Core Customers

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

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

Chapter 14 – Provide Customer Care and Increase Customer Satisfaction
Winning Plays for Customer Care and Customer Satisfaction
Listen, Assist, and Engage in Near-Real Time
Engage Openly, Respectfully, Ethically, and Civilly
Manage Customer Expectations
Make Sure Solutions Satisfy Customers

Part III – Listening-Led Marketing and Media Innovations
Chapter 15 – Social TV Measurement
Social TV Ratings
Emerging Plays for Social TV Ratings

Chapter 16 – Listening-Based Targeting
Behavioral Listening
Gender, Multicultural, and LGBT Listening
Offline Conversation Listening
Listen for Language in Context
Emerging Plays for Listening-Based Targeting Strategies

Chapter 17 – Achieve Share of Market Goals
Emerging Plays for Achieving Market Share

Chapter 18 – Listening-Based Sales Prediction
Post Volumes
Tweets and Status Updates
Search Trends
Online Advocacy
Product Reviews
Emerging Plays to Predict Changes in Sales

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
Search Engines
Social Media Monitoring
Text Analysis
Full-Service Listening Vendors

About the Author

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