Listen first! : turning social media conversations into business advantage /

"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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Rappaport, Stephen D., 1952-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken, N.J. : John Wiley & Sons, ©2011.
Temas:
Internet marketing.
Online social networks.
Social media > Research.
Consumers > Research.
Branding (Marketing)
Marketing sur Internet.
Réseaux sociaux (Internet)
Médias sociaux > Recherche.
Consommateurs > Recherche.
Stratégie de marque.
branding.
BUSINESS & ECONOMICS > E-Commerce > Internet Marketing.
BUSINESS & ECONOMICS > Mail Order.
BUSINESS & ECONOMICS > Marketing > Direct.
BUSINESS & ECONOMICS > Marketing > Multilevel.
BUSINESS & ECONOMICS > Marketing > Telemarketing.
BUSINESS & ECONOMICS > Marketing > Research.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Foreword
  • Part 1.
  • Chapter 1. Organize for Listening, Define Objectives, Key Measures, and Conversations
  • Chapter 2. Listening Solutions
  • Chapter 3. Field, Analyze, Report and Evaluate
  • Part 2. Listening-led Marketing: Applying Social Media Listening Insights to Achieve Key Objectives
  • Chapter 4. Understand the Consumer's Mindset
  • 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. Look Forward to Drive Business Forward
  • Chapter 11. Rebrand and Reposition Products and Services
  • Chapter 12. Manage Reputation
  • Chapter 13. Compete Strategically
  • Chapter 14. Customer Care and Customer Satisfaction
  • Part 3. 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 4. Introduction
  • Chapter 19. Listen to New Signals
  • Chapter 20. Focus on Culture
  • Chapter 21. Drive Business With Social Data
  • Chapter 22. Rethink Media and Marketing
  • Chapter 23. Become a Listening Organization
  • Vendor Profiles
  • References
  • Glossary
  • Index.

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