Listen First!: Turning Social Media Conversations Into Business Advantage

Front Cover
John Wiley & Sons, Mar 16, 2011 - Business & Economics - 256 pages
0 Reviews
"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

 

What people are saying - Write a review

LibraryThing Review

User Review  - fontanitum - LibraryThing

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 ... Read full review

Selected pages

Contents

STEPS TO EFFECTIVE LISTENING
1
LISTENINGLED MARKETING AND ADVERTISING APPLYING LISTENING INSIGHTS TO ACHIEVE KEY BUSINESS OBJECTIVES
31
LISTENINGLED MARKETING AND MEDIA INNOVATIONS
161
LISTENINGS NEW FRONTIERS
191
Copyright

Common terms and phrases

About the author (2011)

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.

Bibliographic information