bindex 02/28/2011 23:47:48 page 281
TRANSCRIPT
BINDEX 02/28/2011 23:47:48 Page 281
Index
Absolut Vodka, 171Access, 273Accuracyof data, 184–185of research, 25
Acetaminophen, 144Action(s), in changing research
paradigm/approach, 208,210, 216–219
Adobe Online Marketing Suite,248
Adoption, of social medialistening, 65
Advanced level, in social medialistening, 34, 41, 45, 54, 64,67, 75, 78, 81, 90, 98, 104,107, 115, 116, 120, 122,158, 210, 238, 248
Advantagecompetitive versus business, xisocial TV ratings and, 166–167
Advertisingin achieving market goals,161–162, 176–180
biometric signals and, 193,195–198
in changing research paradigm/approach, 210, 216
competitor risk and, 145consumer trials and, 91–92creating resonant messages for,68–75
culture and, 199fine tuning of, 65–67future of, 220–228helpful reviews and, 186improving competitivenessvia, 101
listening and, ix, xii, xiiilistening-based targetingstrategies in, 174
listening-led, 31–34for marketing Suzuki Hayabusamotorcycle, 52
in MINI case study, 96–97in product line extension, 107product positioning and,143, 144–145
in product/service improvement,76–84
rebranding and repositioningvia, 112–123
rethinking, 220–228setting budget for, 176
social media conversationsversus, 176, 177
social media listening dataand, 190
in social media listening’sfuture, 191–192, 220–228
in strategic competition, 139using Web sites for, 78–79inWiredmagazine, 197word-of-mouth, 97
Advertising Age, on Fiat MIOproject, 63
Advertising programs, improvingcompetitiveness via, 100
Advertising Research Foundation(ARF), ix, x, 258. See alsoARF entries
definition of listening by, 1–2great recession and, 38, 39listening organizations and,229, 232
Advertising schedules, as affectingconversation levels, 178
Advertising-voice share,conversational-voiceshare versus, 177
Advertising weight, as affectingconversation levels, 178
Advil, 21, 26case study of, 143–144
Advocacyas affecting conversation levels,177–178
for sales forecasting, 182, 185Advocates, 273word-of-mouth marketingand, 227
Advocate sites, gender,multicultural, and LGBTlistening and, 170
Affiliate and Search Marketing,254
African-Americans, 174, 193as light purchasers, 53–54marketing Hennessy Cognacand, 49–51
African-American sites, gender,multicultural, and LGBTlistening and, 170
African-American themes, 48Agarwalla, Jayant, in Scrabble
case study, 146, 147Agarwalla, Rajatj, in Scrabble
case study, 146, 147
AgenciaClick, 62Agents, 13Aggregating content, 273Aggregator, 273Alert, 273Almaden Research Center, on
using online postings topredict sales, 182
Alterian Techrigy SM2, 242Always brand, 79Amazoncase study of, 144–145helpful reviews on, 187, 190predicting sales and, 182text mining for product featureson, 188
American Airlines (AA), casestudy of, 129–130
American Marketing Association,on marketing research, 212
Americans, neo-tribes and, 203.See also United States
American Telephone andTelegraph (AT&T), 149
case study of, 158Analyses (analysis)of consumer trials, 90–91in listening, 7reporting and, 24, 25–29in social media listening’sfuture, 191–192
in strategic competition, 140of tweets, 183–184
Analytic capabilities, of textanalytic tools, 20–21
Analytics, in changing researchparadigm/approach,211–212
Analytic strategy, for listening,25–28
Analyzing competition, listeningand, 3
Anderson Cancer Center, 77case study of, 81–82
Anticipating issues/concerns, inreputation management, 125
Anticipationbiometric signals and, 193,195–198
in changing research paradigm/approach, 207, 209
AOL (America Online), aslistening solution, 18
AOL Hot Searches, 238
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AOL LLC Network, searchesanalyzed, 37
API (application programminginterface), 273
Apple, 126, 149in Amazon Kindle case study,144
in American Telephone andTelegraph case study, 158
case study of, 130–131Archive, 273ARF Council, 258. See also
Advertising ResearchFoundation (ARF)
ARF Industry Leader Forum, 87ARF Morning Coffee, 258ARF People Council, 171ARF PowerSearch, 258ARF Web site, 258Arm & Hammer, 103Arnell, Peter, 116–117Artificial settings, naturalistic
settings versus, 217Asian-American sites, gender,
multicultural, and LGBTlistening and, 170
Ask, as listening solution, 18‘‘Asking’’ research, listening
and, 3Ask Network, searches
analyzed, 37AstroTurfing, 273Attensity, 248Attentio, 252Attention spans, in changing
research paradigm/approach,217–218
Attitude, 273Attracting new customers,
120–122Audience, influence of reviews
on, 186Audience Measurement
Conference, 258Audience viewing intention
score, 165–166Austin, Manila, 109on changing research paradigm/approach, 208, 216–219
on insight relevancy, 15Authentication, 273Authenticity, word-of-mouth
marketing and, 227Authority, in source vetting, 14Authors, in rethinking media,
marketing, and advertising,224–225, 226
Awarenesspassage of time and, 188in product line extension, 108reviews and, 187
Awesomeness, questions about, 11
‘‘Back room’’ machinations, inchanging research paradigm/approach, 210–211
Backyards, 13, 20, 273, 274
improving competitivenessvia, 103–104, 104–106
in EA Sports case study, 134Baconnaise, 58, 59Bacon Salt, 55case study of, 57–59
Banner, David, 74Bannister, Roger, 235Barefoot Wines, 171Barocci, Bob, ix–xBasic sales tactics, in increasing
sales, 87–88BazaarVoice, 16, 127Bear Naked, 91Behavioral change, in food-
shopper mind-set, 41Behavioral listening, 169–170picking up new signals by,193–208
Behaviorsin changing research paradigm/approach, 215
culture and, 199in discovering new customers,49–51
emotions as driving, 196in Kraft Foods case study, 141in listening, 1, 2in listening-based targeting,169–170
in rethinking media, marketing,and advertising, 220–221
BeingGirl.com, 77case study of, 78–79
Benchmarks, in changing researchparadigm/approach, 215
Benefitsin creating resonantmessages, 69
of listening’s new mentalmodel, 235
Berger, Jonah, 187, 188Bernoff, Josh, 78–79Berwick, Frances, 167Best Buy, 186Best practices, in increasing
sales, 90Better Homes & Gardens (BHG),
120new idea fine tuning for, 65–67
Biases, listening-based targetingstrategies and, 174–175
Bing, as listening solution, 18Biometric signals, 193, 195–198Bizrate.com, 186BlackBerry, 210BlackPlanet.com, 53gender, multicultural, andLGBT listening and, 170
in marketing Hennessy Cognac,49–51
Blog-centric services, vendors of,239–240
Bloggers, 16as influencers, 98neo-tribal analytics and, 206in Old Spice case study, 102
Blogging, 273Blogging tools, 16Blogosphere, 273monitoring, 27
Blog post, 273BlogPulse, 239–240Blogroll, 273Blogs, xi, 273in consumer backyard, 13in conversation footprint, 14culture and, 200–202customer dissatisfaction on,131–132, 133
in customer relations, 149in increasing product loyalty,111
in JetBlue case study, 152–153,154–156
as listening solution, 18media and marketing and, 220in reputation management, 129
Blogs and Social Media, 253BMWMINIcase study of, 95–97, 185increasing sales of, 86–87
Boardreader, 273Body Wash, 101case study of, 101–102
Boldness, in discovering newcustomers, 48–49
Bookmarking, 273Bots, 13Boudreaux, Chrisfive principles for successfullistening by, 10
on listening organizations, 229,230–232
on social networking policies,157
Bought media, 223–224, 225–226Bought/owned/earned (BOE)
media environment, inrethinking media, marketing,and advertising, 223–224,225–226
Box office receiptsinfluence of buzz on, 187–188influence of reviews on, 186
Brain, monitoring signals from,196
Brain Juicer, 243Brand attributes, listening and, 4Brand backyard, 13, 20, 273in EA Sports case study, 134improving competitiveness in,103–104
Branded communities, in product/service improvement, 78–79
Branding, 112. See alsoRebranding
in Ore-Ida case study, 94Brand loyalty, improving
competitiveness via, 110–111Brand mentionsby light purchasers, 53monitoring tools forretrieving, 20
282 Index
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Brand metrics, in creatingresonant messages, 72
Brand-name tracking, 20Brand objectives, of social media
listening, 33Brand page, 273Brand protection, monitoring
tools for, 19Brand Reputation Management,
253Brandsanalyzing postings about, 27for caregivers, 45confidence in, 189connection with, 154in customer relations, 149improving competitiveness via,103–104
listening and, 1–2listening-based targetingstrategies and, 174–175
listening solutions and, 17in rebranding and repositioning,115
in rethinking media, marketing,and advertising, 222
sentiment about, 28in strategic competition, 139,141–142
text analytics and, 21used-desired features in, 79–81vendors of, 237–257
Brand strategy, 145Brandwatch, 243Bravo network, 167Brazil, Fiat agency in, 62Broadbandin context, 173–174text analytics and, 21
Broadband services, 173Broadcasting, word-of-mouth,
226–228Broadcast television, online video
versus, 163Broad questions, 10, 11BSSP agency, 185Budgetsfor advertising, 176in market-share achievement,179
Bulgrin, Artie, on changingresearch paradigm/approach,207–208, 211–213
Bulletin board, 274BurrellesLuce, 243BusaBeats campaign, 52Business(es)in changing research paradigm/approach, 208
culture and, 200–202rebranding and repositioningby, 112–123
social media in, 230–232Business advantagecompetitive advantageversus, xi
social TV ratings and, 166–167
Business analytics, in changingresearch paradigm/approach,213
Business eventsin increasing sales, 87in strategic competition, 139
Business line expansion,improving competitivenessvia, 109–110
Business models, listening in, 194Business objectives, 10social media and, 232
Business outcomes, predicting, 21Business partners, in reputation
management, 126, 133Business processes, social media
and, 232Business process
improvements, 12Business process investments, 10Buzz, 190. See also Voices; Word
of mouth (WOM)in changing research paradigm/approach, 212–213
in creating resonant messages,69–70, 73–75
in EA Sports case study, 134effect on box office sales,187–188
emotional engagement and, 178in increasing sales, 97–98in Old Spice case study, 102in sales forecasting, 183–184
BuzzMetrics, 225BzzAgent, 252–253in Silk case study, 92–93
Cable television, 163Calibration, in changing research
paradigm/approach, 215Campaign for Real Beauty, 113case study of, 118–120
Campaign tactics, improvingcompetitiveness via, 100
Campbell’s Cream of Mushroomsoup, 103
Campbell Soup Company,case study of, 197
Canada, Scrabble in, 146Cancer awareness, in MD
Anderson Cancer Center casestudy, 82
Capturing ideas, in product/service improvement, 77
Carat USA, 220, 223, 224, 225Car companies, customer want
lists and, 61Car culture, in MINI case study, 96Careerbuilder.com, 196Caregivers, mind-set of, 44–45Carney, Heidi, 82–84Carson, Rachel, 135Case analyses. See also Case
studiesdiscovering new customers via,47–49
uses of, 31–34
Case studiesAdvil, 143–144Amazon, 144–145American Airlines, 129–130Americans with DisabilitiesAct, 174
American Telephone andTelegraph, 158
Apple, 130–131Bacon Salt, 57–59BeingGirl.com, 78–79BMWMINI, 95–97, 185Body Wash, 101–102Broadband services provider,173
Campaign for Real Beauty,118–120
Campbell Soup Company, 197CDW, 88–90CNN, 171–172, 174, 175Comcast, 158–159condiment manufacturer,104–106
consumer packaged goodscompanies, 114–116,117, 172, 175
Costco, 177–178Crate & Barrel, 159–160Dell, 131–132Dove, 118–120EA Sports, 133–134ESPN, 106–107Fiat MIO, 61–64Fusion razor, 72–73Gatorade, 74–75Gillette, 72–73Harrah’s Casino, 68–69, 70–71Hasbro, 127–128Hennessy Cognac, 49–51,169–170, 174–175
household product, 145Hulu, 133iPhone 4, 130–131JetBlue, 151–154, 154–156Kindle, 144–145Kraft Foods, 103–104, 140–142Ladies’ Home Journal, 120–122Lion Brand Yarn, 110–111Lists (Twitter product), 79–80Lubricant WD-40, 109MD Anderson Cancer Center,81–82
Meredith Corporation,120–122
mobile phone companies, 74Naked Wines, 156, 157NASCAR, 81Nestl�e, 135–136Old Spice, 101–102Ore-Ida, 94–95Philadelphia Cream Cheese(Philly), 103–104
Portland radio station, 156Pretzel Crisps, 91Procter & Gamble, 78–79Provo Craft, 107–109Retweets, 79–80
Index 283
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Case studies (Continued)Samsung, 185Scrabble, 146–147Silk soy beverage, 92–93Sony, 185SportsNation, 106–107Steam n’ Mash, 94–95Super Bowl commercials,196–197
Suzuki Hayabusa, 51–52,169–170, 174–175
Tassimo pod coffee maker,140–142
Trek Light Hammocks,109–110
Tropicana Pure PremiumOrange Juice, 114, 116–118
True Citrus, 82–84Twitter, 79–80Tylenol, 143–144Vitaminwater Connect, 64–65WhiteWave Foods, 92–93
Cash4gold.com, 196Categories, 274. See also Product
categoriesin increasing sales, 87in targeting insights, 173
Categorization errors, in datacollection, 25
Category-level conversations, bylight purchasers, 53
Category mind-sets,understanding,40–44
CDW, 22case study of, 88–90increasing sales of, 86
Center of excellence, for socialmedia, 232
Centralized listener, 9Changesanticipating, 181, 188–190competition and, 99–111in listening research, 6listening to bring about, 15in mental models, 233–235to research paradigm,207–219
shaping, 209Changes in demand, in sales
strategies, 189Charitable giving, in food-shopper
mind-set, 42Chat, 274Chat Threads, 243–244Chevron, 172Chicklets, 241Choi, Hyunyoung, 184–185Civility, in customer care and
satisfaction, 150, 154–157Clarabridge Content Mining
Platform, 248Clarity, in changing research
paradigm/approach,216–219
Classification, 274Client brand, 173
Cluster, 274CNN, case study of, 171–172,
174, 175Coca-Cola, 10, 36, 64, 207, 208Co-creationin changing research paradigm/approach, 216–217
listening and, 3–4of new products, 56, 61–65
Coded information, processingof, 16
Coders, 16Cold calling, in increasing sales,
89, 90Collaboration, 274in changing research paradigm/approach, 207, 212
monitoring tools for, 19Colleagues, sharing sales
predictions with, 190Collecta, 241Collective Intellect, 97, 253credit-card holders and, 40social TV ratings and, 165–166
Columbia Business School, 203Combining ideas, in creating
resonant messages, 69Comcast, 12, 149, 150case study of, 158–159
Command-and-control marketingin competitiveness, 100in Nestl�e case study, 135in strategic competition,139–140, 147
Commentators, in rethinkingmedia, marketing, andadvertising,224–225, 226
Comment cards, online and offlineconversations and, 172
Comments, 274in new idea fine tuning, 66–67in reviews, 186NASCAR improvements from,80–81
Commercials, Super Bowl, 178Commitment(s)behavioral listening and, 170in strategic competition, 140
Communication. See alsoCommunications
in changing research paradigm/approach, 208, 212
culture and, 199, 202of insights, 218–219listening and, 7, 194–195of sales predictions, 190
Communicationscreating resonant messages for,68–75
management of, 10social media and, 232
Communispace Corporation, 22,66, 114, 121, 208, 216, 250
building, 274on caregivers, 44–45in CDW case study, 89
Communities, 274in creating resonant messages,70–71
in EA Sports case study, 134in new idea fine tuning, 66–67in Scrabble case study, 146–147Twitter improvements via,79–80
vendors for, 237, 251–252Community engagement, of
customers about passions,95–97
Community guidance, in privatecommunities, 22–23
Community involvement, inJetBlue case study, 153
Community Marketing, Inc., 171Community members, in
increasing sales, 90Community tools, 7as listening solutions, 22–23
Companies. See alsoOrganizations
in changing research paradigm/approach, 207–208, 208–211
consumer trials and, 92culture and, 199customer relations of, 149customer want lists and, 61engaging customers by, 95–97improving competitiveness of,99–111
increasing sales of, 86, 87key business objectives of,31–34
listening-based sales predictionfor, 181–190
in listening-led sales strategy, 88as listening organizations, 229mental models for listening and,229–230, 233–235
new product developmentby, 55
new product uses championedby, 102–103
online advocacy for, 185online and offline conversationsand, 171–172
picking up new signals by,193–208
private communities run by,22–23
product line extension by,107–109
product positioning by,144–145
product/service improvementby, 76–77
rebranding and repositioningby, 112–123
reporting listening research to,28–29
reputation management by,124–137
sales forecasting by, 189sharing sales predictions within,190
284 Index
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single-product, 109–110social media listening by, 167in social media listening’sfuture, 191–192
social networking policiesof, 157
social TV ratings and, 166–167sustainability and, 136–137word-of-mouth advertising and,97, 98
Company culture, in customercare and satisfaction, 150
Company protection, monitoringtools for, 19
Competitionin market-share achievement,179
in rethinking media, marketing,and advertising, 221
sensing change and, 99–111strategic, 138–146
Competition analysis, listeningand, 3
Competitive advantagebusiness advantage versus, xisocial TV ratings and, 166–167
Competitor risk, in strategiccompetition, 145
Competitors, engaging customersby, 95
Complaint department, 16Complexityin changing research paradigm/approach, 216–217, 217–218
communicating, 218text analysis and, 21
comScore, searches analyzed by, 37Conceptsbroad/alternative meaningsof, 114
in private communities, 22Concept testing, listening and, 4Concerns, in reputation
management, 125Condiment manufacturer, case
study of, 104–106Confidencein brands, 189in discovering newcustomers, 49
in sentiment, 28Conjoint analysis, in product
positioning, 143Connection(s)with brands, 154with customers, 157in increasing sales, 98testing, 24
Connectors, in rethinking media,marketing, and advertising,224–225, 226
Consciousness, 196Consultants, neo-tribes and, 203Consumer backyard, 13, 20, 274improving competitiveness via,104–106
in EA Sports case study, 134
ConsumerBase, in Kraft Foodscase study, 141
Consumer Connection Study(CCS), 224
Consumer excitementgenerating, 99–100improving competitiveness via,101–102
Consumer-generatedrequirements, designing newproducts to, 61–65
Consumer insightsmental models and, 233sharing, 190
Consumer language, in messaging,71–72
Consumer-led methods,researcher-led methodsversus, 217
Consumer marketing, effectivelistening and, ix
Consumer mind-setsdiscovering, 37–40revealing, 36–37understanding, 35–46
Consumer packaged goods(CPG), 69
Consumer packaged goodscompanies, 68–69
case study of, 114–116, 117,172, 175
in rebranding and repositioning,113–114
using customer language inmessaging by, 71–72
Consumer perception, combiningideas to address, 72–73
Consumer processing, in rethinkingmedia, marketing, andadvertising, 225–226
Consumer Product SafetyCommission, 127–128
Consumers. See also Customerentries
category mind-sets of, 40–44in changing research paradigm/approach, 211–213, 217,218, 219
culture and, 200–202mental models and, 234neo-tribes and, 203in product/service improvement,76–84
reaction to great recession, 38,39, 40
in rethinking media, marketing,and advertising, 224–225
in Scrabble case study,146–147
Consumer safety, in reputationmanagement, 127–128
Consumer trials, in increasingsales, 90–93
Consumption, neo-tribal analyticsand, 206
Contact, 275Content, 274
keeping fresh/relevant, 78–79in product/service improvement,76–77
Content analysis, in productpositioning, 26
Contextas affecting conversation, 178in changing research paradigm/approach, 211–213
consumers and, 44–45culture and, 199framing products in, 118–120in listening-based targetingstrategies, 175
listening for language in, 169,172–174
monitoring tools forunderstanding, 20
in new idea fine tuning, 66–67in rebranding and repositioning,113, 114, 115–116
restriction of, 116–118Continuous programs, improving
competitiveness via, 100Contributions to strategy, 12Conventional wisdom, challenging,
47, 189–190Conversational listeningin listening-based targetingstrategies, 174–175
making use of, ximethods of, 16
Conversational marketing, word-of-mouth marketing and,227, 228
Conversational voice goals, inmarket-share achievement,179
Conversational-voice shareadvertising-voice shareversus, 177
market share versus, 161–162,176–180
Conversation analysis, for socialTV ratings, 165
Conversation collection, for socialTV ratings, 165
Conversation levels, in market-share achievement, 179
Conversation Miner, 253Conversation mining, 64Conversations, 274. See also
Dialogues; Social mediaconversations in achievingmarket goals, 161–162,176–180
in changing research paradigm/approach, 214, 216–217
consumer mind-sets and,36–37
consumer trials and, 90–91creating resonant messages for,68–75
culture and, 199, 200–202in discovering new customers,47, 51
four factors affecting, 177–178
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Conversations (Continued)gauging market interest from,57–59
by light purchasers, 53listening and, 1, 2, 7, 194–195in listening-based targetingstrategies, 174–175
media and marketing and, 220in MINI case study, 95–96in Nestl�e case study, 135–136in new idea fine tuning, 66–67in new product co-creation, 61–65offline, 169, 171–172online, 171, 172picking up new signals from,193–208
in product/service improvement,76–77
in rebranding and repositioning,121–122
in reporting research, 28–29reputation management via,124–137
in rethinking media, marketing,and advertising, 221–223
for sales forecasting, 181–182in Silk case study, 92–93social media listening and,59–60, 167
in solving problems, 159–160television and, 164in True Citrus case study, 83understanding context of, 20word-of-mouth advertisingand, 97
word-of-mouth marketing and,228
Conversation sources, determining,9, 12–13, 14, 15
Conversation top domains, 173Converseon, 10, 110, 173–174,
229, 230, 253Copyright infringement, in Scrabble
case study, 146–147Core brandchallenges to, 146–147in strategic competition, 139used-desired features in, 79–81
Core customers, in rebranding andrepositioning, 120–122
Corporate silos, in increasingsales, 88
Cost advantages, in listeningresearch, 6
Costcocase study of, 177–178share of voice versus share ofmarket for, 176–177
Cost-efficiency gains, 12Costs, in creating resonant
messages, 72Cotignola, Frank 140CoTweet, 240Council for Research Excellence
(CRE), 225Coupons, in food-shopper
mind-set, 42–43
Courage, in discovering newcustomers, 47
Course correction, in listeningresearch, 5
CPG Co.. See Consumer packagedgoods companies
Crate & Barrel, case study of,159–160
Creating messages, listening and, 4Creation, of new products, 55–67Creative input, viewer interest
and, 167Credit-card holders, mind-set of,
36, 37, 40–41Cricut, in Provo Craft case study,
107, 108Crimson Hexagon, 249in Advil/Tylenol case study,143–144
Crispin, Porter þ Bogusky, 193,194
CRMMetrix, 253–254marketing Hennessy Cognacand, 49–51
CrowdEye, 240Crowdsourcing, 274Culturefocusing on, 191–192,199–206
gender, multicultural, andLGBT listening and, 170
listening and, 194–195management of, 10neo-tribes in, 199, 203–206social media and, 232
Currency, in source vetting, 14Customer carecustomer satisfaction and,148–160
social-media-based, 148‘‘Customer champions,’’ in social
media, 231–232Customer communities, improving
competitiveness via, 105Customer data, in discovering new
customers, 51–52Customer dissatisfactionin reputation management,131–132
verifying solutions to problemsof, 159–160
Customer expectations, managing,157–159
Customer feedback systems, 16Customer impacts, in increasing
product loyalty, 110Customer innovations, for
Twitter, 79–80Customer language, using in
messages, 71–72Customer mind-sets,
understanding, 35–46Customer passion/advocacy, as
affecting conversation,177–178
Customer profiling, listeningand, 3
Customer recommendations, forNASCAR, 79, 81
Customer relationshipmanagement (CRM), 16
monitoring tools for, 19Customersbehavioral listening and,169–170
care and satisfaction of,148–160
challenging conventionalwisdom about, 189–190
in changing research paradigm/approach, 207, 215
discovering new, 47–54engagement about passions,95–97
in increasing sales, 86–87as influencers and influenced,97–98
in listening-led sales strategy, 88managing expectations of,157–159
media and marketing and, 220for new products, 56–57online and offline conversationsby, 172
in product line extension,107–109
product positioning and,142–144, 144–145
in product/service improvement,76–84
reaching, 102in rebranding and repositioning,112–123
relationships tocompanies, 149
in reputation management,130–131
social media listening data and,190
in social media listening’sfuture, 191–192
in strategic competition,138–146
sustainability and, 136–137using Web sites to find, 78want lists from, 61
Customer satisfactioncustomer care and, 148–160in increasing sales, 89verifying problem solutions in,159–160
Customer servicekey performance indicatorsand, 12
mental models and, 233, 234monitoring tools for, 19
Customer service representatives,in managing expectations,157–159
Customer support, in customercare and satisfaction, 151
Cut Red Potatoes, 95CyberAlert, 244Cycle times, 12
286 Index
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Cymfony. See TNS CymfonyCyWorld, 16
DailyRT, 240Dante’s Inferno, 197Dashboard, 274Dashboard displays, in monitoring
tools, 19Dashboards, 230Data. See also Information entriesin changing research paradigm/approach, 207, 208,211–213, 217–218
competitor risk and, 145in discovering new customers,51–52
in increasing sales, 88in listening research, 6in market-share achievement,179
in monitoring tools, 19in product line extension,108–109
quality of, 24–25in reputation management,128–130
social media listening, 190in social media listening’sfuture, 191–192
social TV ratings and, 167in spreadsheets, 189in strategic competition, 138strategies for analyzing,25–28
timeliness and accuracy of,184–185
visualizing, 218Data analysisin discovering newcustomers, 48
in social media listeningprograms, 6–7
Data cleaning/cleansing, 274Data collection, assuring accuracy
of, 25Data integration, 274Data quality, in changing research
paradigm/approach, 211–213Data sources, in reputation
management, 125–126Data structure, 274Day traders, 200, 201, 202Deduction, in changing research
paradigm/approach, 209–210Deen, Paula, 103Delicious, as listening solution, 18Delicious Web site, 274Dell, 124case study of, 131–132IdeaStorm and, 31, 131
Dell, Michael, 131‘‘Dell Hell’’ period, 11, 31, 124,
131–132Demographics. See also
Ethnography; Netnographyin changing research paradigm/approach, 210
culture and, 199neo-tribes and, 203, 205in rethinking media, marketing,and advertising, 221, 225
social media listeningand, 167
Destination Web, in rethinkingmedia, marketing, andadvertising, 222
Detractors, word-of-mouthmarketing and, 227
Developing messages, listeningand, 4
Development costs, in creatingresonant messages, 72
Dialogues, in rethinking media,marketing, and advertising,222. See also Conversations
Digg, 16, 274as listening solution, 18
Digital ethnography, 199, 201.See alsoNetnography
in listening research, 6Digital media, in changing
research paradigm/approach,211–213
DigitalMR, 254Digital usage, gender,
multicultural, and LGBTlistening and, 170
Digital video recorders (DVRs), 163Direct engagement
in customer care andsatisfaction, 150
in sales strategies, 189Direct-mail retailing, 53–54DirectToDell, 131Discovering brand attributes,
listening and, 4Discovering new customers,
47–54Discovery, listening and, 194Discussions, in product/service
improvement, 76–77Discussion threads, in creating
resonant messages, 72Disengagement, emotions in, 196Dissatisfaction, in reputation
management, 131–132.See also Customerdissatisfaction
Distribution, in product/serviceimprovement, 83
Diversity, gender, multicultural,and LGBT listening and,170–171
Domain name, 274Donation, in food-shopper
mind-set, 42Dovecase study of, 118–120rebranding and repositioningby, 113
Dove.com, 119–120Dove Self-Esteem Fund, 119, 120Drill-down capabilities, in
monitoring tools, 19
Early market shifts, listeningand, 3
‘‘Earned’’ media, 223, 224,225–226
in rethinking media, marketing,and advertising, 220–221
word-of-mouth marketing and,227–228
EA Sports, 126. See alsoElectronicArts (EA)
case study of, 133–134E-business, 231Ecolytes, 203–204Econometric modeling, 189Economizing, in food-shopper
mind-set, 42–44Economyquestions about, 11running financial institutionsand, 40–41
Super Bowl commercials and,196–197
Edelman Digital, 125Editorial content, in new idea fine
tuning, 66–67Education, in changing research
paradigm/approach, 217Eldercare, 45Elderly persons, caregivers for,
44–45Electronic Arts (EA), 197. See also
EA Sportsin Scrabble case study, 146
Eliason, Frank, 158, 159eMarketer, 73–74Emotion(s)as affecting conversation, 179culture and, 199human behavior and, 196in increasing sales, 98language and, 196in rebranding and repositioning,116–118
in sales strategies, 189‘‘Emotional journey,’’ in food-
shopper mind-set, 43Empire and Communications
(Innis), 97End users, in changing research
paradigm/approach, 212Energy, foods that restore,
60–61Engagement, 274–275as affecting conversation, 178in changing research paradigm/approach, 216–217
creating resonant messages for,68–75
culture and, 199in customer care andsatisfaction, 150, 154–157
of customers about passions,95–97
in EA Sports case study, 134emotions in, 196in Gatorade ads, 74–75
Index 287
BINDEX 02/28/2011 23:47:48 Page 288
improving competitiveness via,100–101, 105
in increasing sales, 86–87,95–97
mental models and, 233, 234monitoring tools for, 19new product developmentand, 56
persuasion versus, 216in reputation management, 126,135–137
in sales strategies, 189word-of-mouth marketing and,226, 227
Engelbart, Christina, 43Enterprises, 275social media and, 231
Enterprise value creation, in socialmedia listening, 232–235
Entity, 275Entity analysis, 275Entity extraction, 275Entrepreneursin Bacon Salt case study,57–59
new product developmentand, 55
Entry, 275Environment, listening in,
194–195Environmental issues, in
reputation management,135–137
ePoll, 51Esch, Justin, 57, 58ESPN, 178, 207–208, 211, 213case study of, 106–107
ESPN Searches, 238Ethics, in customer care and
satisfaction, 150, 154–157Ethnography. See also
Demographics; Netnographydigital, 199, 201in listening research, 6
Etiquette, 157Evaluating brand attributes,
listening and, 4Evaluationin listening, 7of listening initiative, 24, 29of social media listeningprograms, 6–7
in strategic competition, 139Evans, R. Scott, 15on changing research paradigm/approach, 208, 213–215
Event blog, 275evolve24, 254eWatch, 246Excellence, social media and, 232Execution, social media and, 231Executives, social media and,
231–232Expectations, of social media,
230–231Experience-driven conversations,
in rethinking media,
marketing, and advertising,220
Exploration tactic, 37to determine consumermind-sets, 36, 44–45
Eye tracking, 196
Facebook, xi, 13, 16, 139, 275in Advil/Tylenol case study, 143in American Telephone andTelegraph case study, 158
Costco on, 178culture and, 201customer care and satisfactionvia, 148, 150
in Dove case study, 118in improving competitiveness,105
as listening solution, 18marketing Hennessy Cognacand, 51
media and marketing and, 220in Naked Wines case study,156, 157
in Nestl�e case study, 135–136in Old Spice case study, 102in product/service improvement,77
in rethinking media, marketing,and advertising, 222–223
in sales forecasting, 183in Scrabble case study, 146television and, 163–164in True Citrus case study, 83Vitaminwater Connect and, 64word-of-mouth marketing and,227
Face-to-face meeting, 275Fader, Peter, in Scrabble case
study, 146Fan Council, NASCAR
improvements from, 81Fan pages, 275in rethinking media, marketing,and advertising, 222–223
Favorable reviews, 187Federal Aviation Administration
(FAA), 129Feed, 275Feedbackin changing research paradigm/approach, 217
consumer trials and, 90–91in increasing sales, 86in rethinking media, marketing,and advertising, 224–225
in reviews, 186for rollouts, 93–95
Feedback systems, 16Feed reader, 275Fiat MIO, 56, 57, 78case study of, 10, 61–64
Fielding, Richard, on rethinkingmedia, marketing, andadvertising, 220, 221–223
Fielding research, 24–25‘‘Field’’ research, in listening, 7
Filtering spam, 25Filters, 275in monitoring tools, 19
Financial analysis, in customercare and satisfaction, 150
Financial institutions, running,40–41
Financial issues, questions about, 11Financial results, in increasing
product loyalty, 110Findability, 275Findability problem, in Ore-Ida
case study, 94, 95Fine tuning, of new products,
56–57, 65–67Fixed broadband, 173Flash drivers, 203‘‘Flavor creator’’ project, 56‘‘Flavor creator’’ tool, 64Flexibility, in listening research, 5Flickr, 13, 16, 275Focusin changing research paradigm/approach, 210–211
on culture, 191–192, 199–206in source vetting, 14text analysis and, 21
Focus groupslistening and, 232–233mental models and, 233in product line extension, 107in product positioning, 143in rethinking media, marketing,and advertising, 226
Food and Drug Administration(FDA), 144
Food context, in rebranding andrepositioning, 115
Food donation, in food-shoppermind-set, 42
Food Network, 103Food shoppers, mind-set of, 41–44Food trends project, 35–36Footprint, of sources, 13, 14Foresight, in reputation
management, 126–127Forest Trust, in Nestl�e case study,
136Forums, xi, 275media and marketing and, 220
‘‘Four P’s’’ (product, price,promotion, place), 26–27
Frameworks, new productdevelopment and, 56
Framingin listening research, 5, 27in rebranding and repositioning,113, 118–120
French Cognac case, 48. See alsoHennessy Cognac
Freshness, of Web site content,78–79
Friedman, Larry, 179Friend, 275Friend list, 275Full service listening platform
vendors, 237, 252–257
288 Index
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Engagement (Continued)Full-service vendorsin listening, 7as listening solutions, 17, 23
Fundamental levelin product/service improvement,76–84, 91, 128–130, 133–134, 146–147, 156, 159–160
in social media listening, 34, 40,51, 59, 71, 80, 84, 91, 132,133, 134, 147, 156, 160
Fusion razor, 26, 69case study of, 72–73
Futureof biometric research, 197–198,208–211
of listening, 216–219listening organizations in,229–235
of marketing research, 211–213of media, marketing, andadvertising, 221–223
mental models and, 233–235of social media listening,191–192
social media listening to predict,181–190
FX network, in Hulu case study,133
Gamers, in EA Sports case study,134
Gardening, in food-shopper mind-set, 42, 43
Gatorade, 5, 70, 73, 116case study of, 74–75
Gaylord Hotels, 21Gender, in discovering new
customers, 51Gender listening, 169, 170–171General search enginesas listening solutions, 17, 18vendors of, 237–239
General Sentiment, 244Generational differencesgender, multicultural, andLGBT listening and, 170
in rebranding and repositioning,116
social media listening and, 167Generic brand names, problems
with retrieving, 20Giga Alert, 244Gillette, 26, 69case study of, 72–73
Globalization, 135Glossary, 273–279Goals. See alsoMarket goalsin customer care andsatisfaction, 149–151
in market-share achievement, 179of rebranding and repositioning,112
social media and, 232God Squad, 204‘‘Going live,’’ with listening
program, 25
Golf, case study of, 234–235Goodwill, in managing
expectations, 157–158Google, 12, 17, 240, 275as listening solution, 18, 19predicting sales and, 182in reputation management,131, 132
searches analyzed, 38television and, 163–164
Google Alerts, 132, 238Google Insight, 38Google Insights for Search, 189,
238data from, 184in Kraft Foods case study,141–142
Google services, 238–239Google Trends, ix, 38, 39, 238,
239data from, 184–185
Granularity, in rethinking media,marketing, and advertising,224
Great recessionconsumer reactions to, 38, 39, 40food-shopper mind-set and,41–44
running financial institutionsduring, 40–41
Super Bowl commercials and,196–197
Greenpeace, in Nestl�e case study,135–136
Grimes, Seth, 21Groundswell, 275Group, 275Growth over time, 99–100Gruhl, Dan, on using online
postings to predictsales, 182
Gypsy tool, 108
Hammer, Michael, 231Handy, Charles, 211Haney, Hank, 235Harmon, Butch, 235Harrah’s Casino, case study of,
68–69, 70–71Harris Interactive, 254–255Harty, Jason, 91on changing research paradigm/approach, 207
on social media listening, 65Hasbro, 5, 20, 125, 126case study of, 127–128in Scrabble case study,146–147
Hashtag, 275–276Hayabusa.org, 52. See also Suzuki
HayabusaHealth context, in rebranding and
repositioning, 115Heath, Chip, on changing research
paradigm/approach, 218Heath, Dan, on changing research
paradigm/approach, 218
Helpful reviews, 186, 187in sales strategies, 189, 190
Hennessy Cognac, 5, 12, 48, 49,101, 171, 193
case study of, 49–51, 169–170174–175
Hessan, Diane, 159Hess, Mike, on rethinking media,
marketing, and advertising,220–221, 223–226
Hewlett-Packard (HP) Labs, onsales forecasting, 183–184
Hexagon, 249. See also CrimsonHexagon
High-definition television(HDTV), 178
High-definition television throughbroadband, 173–174
HiS (Hispanic) sites, gender,multicultural, and LGBTlistening and, 170
Historical data, in listeningresearch, 6
Hitwise, 129H.J. Heinz Co., 94, 95‘‘Hockey stick’’ growth,
rethinking media, marketing,and advertising and, 221
Hollywood Stock Exchange(HSX), tweet rateversus, 184
Home gardens, in food-shoppermind-set, 42, 43
Home-in tactic, 37Home storage solutions,
71–72hootsuite 2.0, 240Hot button terms, in sales
strategies, 189Household product, case study of,
145HP Labs, on sales forecasting,
183–184Hsieh, Tony, 146Hulu, 126case study of, 133
Hummer, 195
IBMas listening organization,229
on using online postings topredict sales, 182
IBOPE ZOGBYInternational, 203
IceRocket, 241Ideascombining to address consumerperception, 72–73
in creating resonant messages,69
measuring value of, 56in product/service improvement,77
IdeaStorm, 31Identifying threats to reputation,
listening and, 4
Index 289
BINDEX 02/28/2011 23:47:48 Page 290
Impact(s)in changing research paradigm/approach, 210
of social media research, 37Improvement, of products and
services, 76–84Inclusive listening, 174Industry Leader Forums, 258Infegy Social Radar, 245Influencechallenging conventionalwisdom about, 189–190
in changing research paradigm/approach, 213, 214–215
in increasing sales, 87in market-share achievement,179
passage of time as diminishing,188
‘‘Influencer’’ programs, 98improving competitiveness via,105
Influencers, 276influencing, 97–98word-of-mouth marketing and,227
Infomercials, improvingcompetitiveness via, 108
Information. See also Data entriesin changing research paradigm/approach, 210, 212,216, 217
mental models and, 234Information flow, in rethinking
media, marketing, andadvertising, 226
Information overload, inrethinking media,marketing, and advertising,225–226
Information processing, 16Information technology (IT),
listening and, xInfrastructure, in American
Telephone and Telegraphcase study, 158
Initiatives, 15key performance indicatorsand, 12
In-market products, stimulatingproduct trials for, 90–93
Innerscope Research, Inc., 178,195–198
Innis, Harold, 97Innovation(s), 55–67in changing research paradigm/approach, 209–210
consumer trials and, 91in line extension, 107–109listening and, 3in listening-led marketing andmedia, 161–162
in listening research, 6in listening solutions, 16–17by NASCAR, 81with Twitter, 79–80
INS, 179
Insight(s)in changing research paradigm/approach, 207, 208, 210,213–214
competitor risk and, 145culture and, 199in customer care and satisfaction,151
deepening, 191–192effective communication of,218–219
on food-shopper mind-set, 43–44improving competitiveness via,105
key performance indicatorsand, 12
in market-share achievement,179
in new product co-creation, 63from new products, 57from Ore-Ida case study, 94–95in product line extension,108–109
in product/service improvement,77, 84
relevancy of, 15in reputation management,129–130, 133
in sensing change to compete inthe present, 99–100
from Silk case study, 93from social media listening, 32,35–36
in social media listening’sfuture, 191–192
Insight integration, in changingresearch paradigm/approach,215
Insight sharing, in increasing sales,88
InSites Consulting, 255–256Inspiration, in changing research
paradigm/approach, 209,211, 216–219
Instant messaging (IM), 25, 276Institute for the Future, 99Integration, in social media, 231Interaction, culture and, 199Interest-based sites, for gender,
multicultural, and LGBTlistening, 170–171
Intermediate level, in social medialistening, 34, 44, 51, 52, 61,64, 72–74, 82, 93, 95, 97,102, 106, 109, 110, 111, 118,126, 128, 130, 131, 136, 142,144, 145, 154, 156, 159
Intermix, 202Internal champions, 10social media and, 231–232
International Automobile Fair, 62Internet. See alsoNet entries;
Online entries; Web entriesadvertising spending on, 74in American Telephone andTelegraph case study, 158
culture and, 200–202
in increasing product loyalty,110
neo-tribes and, 203–206television on, 163–164
Internet searches, 37–38Internet services, questions
about, 11Interviews, for sales forecasting,
181Investments, social media and,
232iPad, in Amazon Kindle
case study, 144IPA/Nielsen, on share of voice
versus share of market,176–177. See alsoNielsenentries
iPhone, 149, 172in American Telephone andTelegraph case study, 158
iPhone 4, case study of, 130–131iPhone 4 antenna gate, 18Issuesin increasing sales, 86in product/service improvement,77
in reputation management, 125,135–137
in social media listening, 59–60IT buyers, in increasing sales, 90Itracks, 245IT-related enterprises, in CDW
case study, 89, 90It’s Always Sunny in Philadelphia,
133iVillage.com, 69
J&D Bacon Salt case, 9Japanese motorcycle case, 48J.D. Power and Associates Web
Intelligence, 27, 60, 115,145, 255
JetBlue, 31, 150case study of, 12, 151–154,154–156
Jive Software, 251Jobs, Steve, 130Johansen, Bob, 99Johnson, William, 95Johnston, Morgan, 155in JetBlue case study, 151
Journal of Advertising Research,258
Judgment, listening-basedtargeting strategies and,174–175
Kantar Media Company, 220,221, 222, 254
Kanter, Beth, on listeningorganization, 9–10
Keller, Ed, 171, 172Keller Fay Group, 255–256on share of voice versus share ofmarket, 176
Keller Fay Talk Track, 178
290 Index
BINDEX 02/28/2011 23:47:48 Page 291
Kellogg’s, 91Keurig, 138in Kraft Foods case study,140–142
Key, Rob, 173–174Key business objectives, via social
media listening, 31–34Key measures, for listening, 7Key performance indicators
(KPIs), 7, 9, 12, 15in reporting research, 29
Keywords, in sales strategies, 189Kilar, Jason, 133Killer insight, in changing research
paradigm/approach, 208Kindle, 139case study of, 144–145
Kirkland brand, 178. See alsoCostco
Kit Kat candy bar, in Nestl�e casestudy, 135–136
‘‘Knit-alongs,’’ 110, 111Knowledge, monopolies of, 97Knowledge Center at ARF, great
recession and, 38, 39Kozinets, Robert V., on
netnography, 199, 200–202Kraft Foods, 26–27, 37, 76, 100,
138case study of, 103–104,140–142
food-shopper mind-set and,42–44
Label design, Vitaminwater, 64Ladies’ Home Journal (LHJ), 22case study of, 120–122rebranding and repositioningby, 113
Lang, Kimberly, 95Languagein changing research paradigm/approach, 208, 213, 214
in context, 169, 172–174emotions and, 196gender, multicultural, andLGBT listening and, 170
in messaging, 71–72in positioning/repositioning,114–118
of rebranding and repositioning,112
Language innovation, 25Lapsed usersin creating resonantmessages, 69
regaining, 48Las Vegas, 68, 70Lead-and-lag relationships, 189Leadbetter, David, 235Leadership, in increasing sales,
86, 89Lefkow, Dave, 57, 58Left Behinds, 205Lego, as listening organization,
229Letters to the editor, 16
Lexalytics, 249Lexicons, in creating resonant
messages, 72Lexus automobiles, 172LGBT (lesbian, gay, bisexual,
transsexual) listening, 169,170–171
Lifestreaming, 276Lifestreams, 200–202Lifestyle(s)gender, multicultural, andLGBT listening and, 170
social media listening in, 167Light purchasers, listening to,
53–54Line expansion, improving
competitiveness via,109–110
Line extensionsimproving competitiveness via,107–109
in product/service improvement,83
LinkedIn, 17in sales forecasting, 183word-of-mouth marketing and,228
Linking, of Web sites, 170Lion Brand Yarn, 100case study of, 110–111
Listen-engage cycle, new productdevelopment and, 56
Listeners, centralized, 9Listening, ix, x, 276in brand backyard, 103–104in changing research paradigm/approach, 209–210
choosing where, 13complexity created by,216–217
in consumer backyard, 104–106in creating resonant messages,68–69
culture and, 200–202defined, 1–2as emerging discipline, xi–xiifive principles for successful, 10future applicationsrelated to, xii
gaining business advantage via,xi–xiii
in increasing sales, 87–88to light purchasers, 53–54marketing and advertising and,xii
media innovations and, xiimental models for, 229–230,233–235
new frontiers in, 191–192principles for, 7privacy and, 13reacting versus, 195in rebranding and repositioning,112–123
reputation management via,124–137
as research technique, xii
in rethinking media, marketing,and advertising, 220–228
to search engines, 38sensing change via, 99–111to signals, 194–195steps to, xii, 1–8synthesis, simplification, andclarification in, 217–218
this book and, xii–xiiitimeliness of, xi
Listening-based sales predictions,162, 181–190
Listening-based targeting, 161,169–175
behavioral listening in,169–170
emerging strategies for,174–175
gender, multicultural, andLGBT listening in, 169,170–171
language-in-context listening in,169, 172–174
offline conversation listening in,169, 171–172
Listening datain changing research paradigm/approach, 207
social TV ratings and, 167Listening initiatives, 7, 15evaluating, 24, 29offline conversations inplanning, 171–172
Listening insightskey performance indicatorsand, 12
Listening-led advertising/marketing, 31–34
Listening-led improvements, 77Listening-led marketing, 2innovations in, 161–162
Listening-led media, innovationsin, 161–162
Listening levels, 34, 40–41, 276Listening methods,
conversational, 16Listening organizations, 10becoming, 192, 229–235
Listening-oriented researchers, 15Listening platform vendors, 237,
252–257as listening solutions, 17, 23
Listening professionals, inchanging research paradigm/approach, 207
Listening programs,implementing, ix
Listening requirementsmatching listening platformvendors to, 23
matching search engines to,18–19
Listening research, 4–5, 6–7.See also Social research
benefits of, 5–6characteristics of, 10formulating questions in, 10–11
Index 291
BINDEX 02/28/2011 23:47:48 Page 292
Listening research (Continued)improving competitivenessvia, 105
principles for effective, 7in product line extension,108–109
Listening solutions, 16–23described, 16–17five types of, 17–23
Listening team, 10Listening technologies, in
changing research paradigm/approach, 216–219
Listening tools, 7Listening vendors, 237, 252–257Listening Workshop, ixLists (Twitter product), case study
of, 79–81Living labs, 22Loyalty, improving
competitiveness via, 110–111Lubricant WD-40, case study of,
109Luddites, 204Lurker, 276Lynn, Michelle, on rethinking
media, marketing, andadvertising, 220–221,223–226
M16, 51Machine translation, in changing
research paradigm/approach,214
Made to Stick: Why Some IdeasSurvive and Others Die (C.Heath & D. Heath), 218
Maestro Platform, 254Management, sharing sales
predictions with, 190Managing expectations,
157–159Managing reputation, 124–137Managing research, 6–7Map-and-gap analysis, in strategic
competition, 139Marci, Carl D., 2, 193on biometric signals, 195–198on emotional engagement, 178
Marketer-controlled advertising,in rethinking media,marketing, and advertising,220
Market goals, achieving a shareof, 161–162, 176–180
Marketingbiometric research in, 195–198in changing research paradigm/approach, 211–213, 216
competitor risk and, 145consumer trials and, 91–92effective listening and, ixfuture of, 220–228improving competitiveness via,104–106
innovations in listening-led,161–162
key performance indicatorsand, 12
listening and, ix, xii, xiiilistening-based targetingstrategies in, 174
listening-led, 2, 31–34, 161–162in product/service improvement,76–84
rethinking, 220–228social media listening in, 167in social media listening’sfuture, 191–192, 220–228
tuning to meet consumerinterests, 81–82
word-of-mouth, 226–228word-of-mouth advertisingand, 97
Marketing communications, asaffecting conversation levels,178
Marketing programs, improvingcompetitiveness via, 100
Marketing research, in changingresearch paradigm/approach,212
Market interestgauging, 57–59in new products, 55
Market-mix models, for salesforecasting, 181
Marketplace analysis, in customercare and satisfaction, 151
Market researchchanging paradigm/approachto, 216–219
listening-based sales predictionand, 181–190
mental models and, 234Market research projects, in social
media listening, 232–235Markets, mosaic nature of, 37Market shareconversational-voice shareversus, 161–162, 176–180
emerging plays for achieving,179
Market shifts, listening and, 3MarketTools, 251Marriott, Lynn, 235Mats, Larissa, 43Mattel, in Scrabble case study,
146–147‘‘MC Battle,’’ 52McDonald, Bob, on social issues,
136–137McPike, Shawn, 158MD Anderson Cancer Center, 77case study of, 81–82
Meal planning, in food-shoppermind-set, 42, 43
Meaning, in rebranding andrepositioning, 115
Measurementin changing research paradigm/approach, 211–213, 214
of online advocacy, 185social media and, 230
Measuresfor listening, 7for social television, 161,163–168
Media. See also Social mediaentries
biometric research and, 198future of, 220–228rethinking, 220–228in social media listening’sfuture, 191–192, 220–228
social ratings for all, 167Media buys, social TV ratings and,
167Media-content analysis, 16Media context, as affecting
conversation, 178Media innovations, listening and,
xii, 161–162Media monitoring, 276as listening solution, 17, 19–20
Media patterns, in increasingproduct loyalty, 110
Media placement, in rethinkingmedia, marketing, andadvertising, 220, 221,222–223
Media planning, social TV ratingsand, 166–167
Media relevance, improvingcompetitiveness and, 105
Media research, changing researchparadigm/approach in, 213
Media targeting, social TV ratingsand, 166–167
Media universe, 276Meltwater Group, 245Memes, 276in changing research paradigm/approach, 214–215
in rethinking media, marketing,and advertising, 223
Memory, passage of time and, 188Men’s Health Month, 82Mental barriers, 235Mental modelsfive aspects of, 233–234for listening, 229–230, 233–235in social media listening’sfuture, 192
Meredith Corporation, 22, 57case study of, 120–122in new idea fine tuning, 65–67rebranding and repositioningby, 113
Meredith Research Solutions, 66,208, 216. See also ResearchServices group
Message board, 276Message creation/development,
listening and, 4Message length, in creating
resonant messages, 69Messagesin changing research paradigm/approach, 210, 215
creating resonant, 68–75
292 Index
BINDEX 02/28/2011 23:47:48 Page 293
improving competitivenessvia, 105
in rethinking media, marketing,and advertising, 220–221,223
in sales strategies, 189social TV ratings and, 166–167using customer language in,71–72
Message strategy, questionsrelated to, 11
Messagingfor caregivers, 45in MINI case study, 96–97
Metadata, 276Methodology, in changing
research paradigm/approach,213–214, 217
‘‘Me Time’’ products, 60Microblogging, 276Microsoft, 208, 213searches analyzed, 38
Mind-sets, 57competitor risk and, 145of credit-card holders, 36, 37,40–41
of food shoppers, 42–44listening and, 2–4mental models and, 233in new product co-creation, 63new product ideas from, 59–61questions related to, 11in rebranding and repositioning,112
social media listening in, 167in strategic competition, 139–140understanding consumer, 35–46
MINIcase study of, 95–97, 185increasing sales of, 86–87
MIO project. See Fiat MIOMission Control Center,
Gatorade, 74Mission Driven, the, 204MixingBowl.com, 57, 65–67,
121, 122Mobile broadband, 173Mobile phone companies, 69case study of, 74
Mobiles, 204Modelsin market-share achievement, 179search trends and, 184–185
Modern Mommyhood, 94.See also ‘‘Mommy blogger’’Web sites; Mommy blogs;Motrin Moms
Modifications, in product/serviceimprovement, 84
‘‘Mommy blogger’’ Web sites, 69,71–72. See alsoModernMommyhood
Mommy blogs, 200, 201, 202Monitoring, 5. See also Social
media monitoringin changing research paradigm/approach, 213–214, 215
in creating resonant messages,68–70, 73–75
Monitoring tools, 7as listening solution, 19
Monopolies, of knowledge, 97Monthly reports, timeliness and
accuracy of, 184Moral identity, of caregivers, 45Motivation, culture and, 201–202MotiveQuest, 95–97, 256online advocacy measures from,185
Motrin Moms, 5Moviesforecasting attendance at,183–184
influence of reviews on,187–188
Movie studios, word-of-mouthadvertising and, 97–98
Moyer, Brian, 81Mueller, Jon, 73Multicultural listening, 169,
170–171Multimedia, 276Multiple uses, improving
competitiveness via, 109–110Multiway listening, 234Mustafa, Isaiah, 102‘‘My Dell Hell,’’ 11, 31, 124,
131–132MySpace, 276in Advil/Tylenol casestudy, 143
in gauging market interest, 58in reputationmanagement, 129
in rethinking media, marketing,and advertising, 225
television and, 164MyStarbucksIdea.com, 56, 61
Naked Wines, 150case study of, 156, 157
Napkin Labs, 109Narrow questions,11NASCAR, 22, 26, 77, 79case study of, 81
Nationalism, neo-tribes and, 203Naturalistic settings, artificial
settings versus, 217Natural language processing
(NLP), in changing researchparadigm/approach, 214
Near-real-time engagement, incustomer care andsatisfaction, 151–154
Near-term future, social medialistening to predict, 181–190
Needs, in product/serviceimprovement, 76, 77
Need state, in social medialistening, 59–60
Need state analysis, 60–61Neely, Dan, 54on listening-based salesprediction, 181
on rethinking media, marketing,and advertising, 220,221–223
Negative feelings, taking intoaccount, 28
Negative postings, 27Negative reviews, 187challenging conventionalwisdom about, 189–190
passage of time as diminishing,188
Negative sentimentin reputation management,133–134
in sales forecasting, 183–184Negative word of mouth, 227Neo-tribal analytics, 205–206Neo-tribes, 199, 203–206Nestl�e, 126case study of, 135–136
NetBase, 245in Kraft Foods case study, 141
NetBiz, in Dell case study,131–132
Netnography, 201–202, 276in changing research paradigm/approach, 210
culture and, 199, 200–202in listening research, 6
Net Promoter Score, 185Networked Insights, 53, 54, 181,
220, 221, 222, 249Networks, 276Network television, 163Network television shows, top 20
by social rating, 166Neutral feelings, taking into
account, 28‘‘Never Ending Friending’’ study,
225New Agers, 205New customersattracting, 120–122discovering, 47–54
New formats, in product/serviceimprovement, 83
New product features, improvingcompetitiveness via, 106–107
New products, 55–67designing to consumer-generated requirements,61–65
market interest in, 55stimulating product trials for,90–93
News reader, 276New uses, improving
competitiveness via, 102–103New York City, 174Nielsen, 239–240, 256on share of voice versus share ofmarket, 176, 177
Nielsen Online, on customerpassion/advocacy, 177–178
Nielsen ratings, social TV ratingsversus, 165, 166
Nifty Thrifty, 94
Index 293
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Nillsson, Pia, 235NM Incite, 256Nonconventional users, 48Nonverbal information, mental
models and, 234Nordstrom, 150Nouveau Luddites, 204
Objectivesbusiness, 9, 10–11, 31–34for listening, 9, 10–11, 15social media and, 232
Objectivity, of reviews, 186Observation, in changing research
paradigm/approach, 209–210O’Brien, Tomon brand-name tracking, 20on research via social medialistening, 4–5
Offline, 276Offline conversation listening,
169, 171–172Offline conversations, word-of-
mouth marketing and, 228Offline strategies, in market-share
achievement, 179Ogilvy, 70Old Spice, 100, 101case study of, 101–102
Old Spice Body Wash, 99Omniture, 248Onalytica, 257On-demand television, 163OneRiot, 241–242Online, 276Online advocacy, for sales
forecasting, 182, 185Online behaviors, in changing
research paradigm/approach,215
Online communities, 274, 276improving competitiveness via,105
as listening solutions, 22–23Online conversations/discussions,
172in predicting sales, 182–183word-of-mouth marketing and,228
Online engagement, improvingcompetitiveness via, 105
Online experiences, culture and,200–202
Online post volumes, in predictingsales, 182–183
Online Promoter Score, 96–97, 185Online sources, 13Online stores, in product/service
improvement, 83Online strategies, in market-share
achievement, 179Online television, 163Online video, broadcast television
versus, 163Open-ended conversations, in
rethinking media, marketing,and advertising, 220
Open-mindedness, in changingresearch paradigm/approach,211
Openness, in customer care andsatisfaction, 150, 154–157
Operational issues, in increasingsales, 86
OpinionLab, 245–246Opinion Observer, 244Opportunities. See also SWOT
(strengths, weaknesses,opportunities, threats)analysis
in changing research paradigm/approach, 209
in creating resonant messages,69–70
exploiting, 74–75finding competitive, 138in listening research, 6in reputation management, 130
Optimization, in changingresearch paradigm/approach,214–215
Ore-Idacase study of, 94–95increasing sales of, 86
Organization, for listening, 7,9–10, 15. See alsoOrganizations
Organizations. See also Companiesbrand-name tracking by, 20in changing research paradigm/approach, 210, 211–213
key performance indicatorsand, 12
listening, 10, 229–235reporting listening research to,28–29
in reputation management,127
social media listening data and,190
in social media listening’sfuture, 191–192, 229–235
Orkut, 16Out-of-Boxers, 205Outreach, monitoring tools for, 19Outsourcing, improving
competitiveness via,109–110
Owned media, 223, 224,225–226
Ownership, of social media, 230
Packagingin Ore-Ida case study, 94in product/service improvement,83
in rebranding and repositioning,116–118
Page, 277Palm oil, in Nestl�e case study,
135–136Parents, 120, 121Paris Las Vegas hotel, 70Participation
in changing research paradigm/approach, 217
in rethinking media, marketing,and advertising, 222
Partnerships, in rethinking media,marketing, and advertising,222
Passage of time, for productreviews, 188. See alsoTimeliness
Passenger, 251Passionof advocates, 185as affecting conversation,177–178
in increasing sales, 86–87,95–97
in rebranding and repositioning,116–118
Penn, Schoen & Berland, onincreasing sales, 87
People, listening to, xi, 1–2,2–4
People-centricity, listening and, xPeople-led rebranding/
repositioning, 112–123People’s Network, 226–228,
277People’s positioning, in strategic
competition, 139‘‘People’s words,’’ expressing
positioning in, 114–118People targeting/segmentation,
listening and, 3PepsiCo, 75, 116Perception, combining ideas to
address, 72–73Perception of quality, reviews and,
187Perceptual mapping, in product
positioning, 143Performance, key performance
indicators and, 12Permission, in customer care and
satisfaction, 150Persistent search, 277. See also
Standing searchPersonal cars, creating, 61–64Personal influence, in increasing
sales, 87Personalization, in increasing
sales, 87–88Personalized TV programming,
163Personas, in creating resonant
messages, 72Persuasion, engagement versus,
216Philadelphia (Philly) Cream
Cheese, case study of,103–104
Photo sharing, 16Phrase, 277Pivotal insights, in sensing change
to compete in the present,99–100
PlaneBuzz blog, 129
294 Index
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Planningof data analysis, 26in market-share achievement,179
social media and, 230of social media listeningprograms, 6–7
social TV ratings and, 166–167Plummer, Joe, 44, 199on neo-tribes, 203–206
Podcast, 277Polarity of sentiment, in sales
forecasting, 183–184Politics, neo-tribes and, 203–204Polling data, neo-tribal analytics
and, 206Popularityin product/service improvement,77
social TV ratings to measure,165
Portland radio station, case studyof, 156
Positioning, 112. See also Productpositioning; Repositioning
expressing in ‘‘people’s words,’’114–118
finding ways to improve, 26in reputation management, 125in strategic competition, 139,142–144
Positive feelings, taking intoaccount, 28
Positive postings, 27Positive reviews, 187Positive sentiment, in sales
forecasting, 183–184Positive word of mouth, 227Postings, analyzing positive and
negative, 27Postman, Joel, in JetBlue case
study, 154–156Post volumes, for sales forecasting,
182–183Pottery Barn Furniture, 171Power reviewers, 187Predicting business outcomes, 21,
162, 181–190Predicting sales, listening and, 3Prediction-led strategy, 162,
181–190Predictions, sharing, 190Predictive models, in market-share
achievement, 179Preferences, in product/service
improvement, 76Preparedness, in reputation
management, 126–127Presence, improving
competitiveness via, 105Presentations, in reporting
research, 28–29Pretest forms, in Ore-Ida case
study, 94Pretzel Crispscase study of, 91increasing sales of, 87–88
Price, finding ways to improve, 26Privacy, listening and, 13Privacy settings, 277Private communities. See also
Private online communityin CDW case study, 88–90as listening solutions, 17,22–23
in product improvement, 26Private online community
vendors, 250–252Private online community, 277PR Newswire eWatch, 246Proactiveness, in reputation
management, 127Problem detection, listening
and, 3Processing routines, performance
of, 25Procter & Gamble (P&G), 72, 73,
77in case study, 78–79in Old Spice case study,101–102
social issues and, 136–137Product awareness, reviews and,
187Product categoriesfor caregivers, 45in increasing sales, 87in listening-based salesprediction, 181
Product-centered strategy, inincreasing sales, 85–86
Product coverage, by reviews, 187Product featuresimproving competitiveness via,106–107
reviews of, 188Product issues, in increasing sales,
86Product line extensions, improving
competitiveness via, 107–109Product loyalty, improving
competitiveness via, 110–111Product modifications, in product/
service improvement, 84Product needs, for caregivers, 45Product positioningcustomer versus company,144–145
described, 142–143in strategic competition,142–144, 144–145
Product reviews, in salesforecasting, 182, 186–188
Product rollouts, in increasingsales, 86
Productschampioning new uses of,102–103
finding ways to improve, 26improving, 76–84increasing sales of, 85–99matching sales predictionapproaches to, 188–189
new, 55–67
rebranding and repositioning,112–123
rollouts of, 93–95stimulating product trials for,90–93
Product safety, in reputationmanagement, 127–128
Product threats, in reputationmanagement, 127–128
Profile, 277Profile analysis, new product
development and, 55Profiling, listening and, 3Profit, in running financial
institutions, 40–41Profitability enhancement, 12Program creators, for television,
164Programs, social TV ratings of,
165–166Project focus, text analysis and, 21Projects, in changing research
paradigm/approach,210–211
Promotion, improvingcompetitiveness in, 103–104
Promotion programs, improvingcompetitiveness via, 100
Proof of purchase, 159–160Properties, 277in rethinking media, marketing,and advertising, 221
Propper, Julie, 107Prospectsbehavioral listening and,169–170
online and offline conversationsby, 172
social media listening data and,190
using Web sites to find, 78Prostate Cancer Awareness
Month, 82Provo Craft, 100case study of, 107–109
Psychographic profiling, 205Public relations (PR)in changing research paradigm/approach, 215
key performance indicators and,12
monitoring tools for, 19reputation management in, 124
Pulse Rank, 242‘‘Push’’ mentality, in rethinking
media, marketing, andadvertising, 222
Qualityin changing research paradigm/approach, 217
of research data, 24–25reviews and product, 187
Quality research, in changingresearch paradigm/approach,211
Quality reviews, 187
Index 295
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Quantification, in rethinkingmedia, marketing, andadvertising, 224–225
Queries, predicting sales and, 182Questionsbroad, 11in listening research, 6, 10–11,26–27
narrow, 11Questus, 51–52
Rabinowitz, Ilana, 110Rabjohns, Davidon brand-name tacking, 20on research via social medialistening, 4–5
Racing fans, NASCARimprovements from, 81
Radian6, 246Raffaele, Dave, in JetBlue case
study, 152–153, 154Ranking, predicting sales and, 182Rappaport, Stephen D., xon listening organizations, 229,232–235
Rasmussen, Bill, 106Ratingschallenging conventionalwisdom about, 189–190
for television, 164–166,166–167
Ratings forecasts, social TV, 167Ratings systems, 16Rational messaging, in sales
strategies, 189Reacting, listening versus, 195Readers, influence of reviews on,
186RealNetworks, in Scrabble case
study, 146Real-time conversation
harvesting, sensing changevia, 99–111
Real-time dashboards, inreporting research, 28
Real-time feedbackin increasing sales, 86for rollouts, 93–95
Realtime rankings, 242Real-time search, 277Real-time search enginesas listening solutions, 17, 18vendors of, 239–242
‘‘Real time’’ Web sites,241–242
Real Women of Philadelphia, 103,104
Real Women Talking, 57, 66, 67,121–122
Rebrandingfailure of, 116–118of products and services,112–123
questions in, 11Recession-relevant terms,
analyzing searches for, 38,39, 40
Recipe communities, improvingcompetitiveness via, 105
Recipe development, 103, 105Recognition, in product/service
improvement, 77Recommendations, for NASCAR,
79, 81Reconceptualization, to compete
better, 99–100Referrals, in improving
competitiveness, 105–106Registration, 277Relationship context, in
rebranding and repositioning,115
Relationshipsbuilding, 218in changing research paradigm/approach, 208, 217
between company andcustomer, 149
culture and, 200–202in increasing sales, 85–86, 89,98
lead-and-lag, 189in listening, 2between market share and shareof conversational voice,161–162, 176–180
in reputation management, 126in rethinking media, marketing,and advertising, 222
with brands, 154Relevanceimproving competitiveness and,105
in rebranding and repositioning,113
of Web site content, 78–79Repeat business, in increasing
sales, 89Reportinganalysis and, 24, 25–29in listening, 7monitoring tools for, 20in social TV ratings, 165
Repositioning, of products andservices, 112–123
Representativeness, in changingresearch paradigm/approach,215
Representatives, in managingexpectations, 157–159
Reputation, questions related to,11
Reputation management,124–137
monitoring tools for, 19–20Reputation-threat identification,
listening and, 4Research. See also Listening
research; Social mediaresearch; Social research
biometric, 195–198fielding, 24–25formulating questions in, 10–11managing, 6–7
neo-tribal analytics in,205–206
quality of, 24–25in rebranding and repositioning,114, 115–116
social media listening in, 2–3,3–4, 4–5, 7
Research and development (R&D)key performance indicators and,12
listening and, 3Research content, harvesting
correctly, 24Researcher-led methods,
consumer-led methodsversus, 217
Researchers, neo-tribes and, 203Research paradigm, in social
media listening’s future,191–192, 207–219
Research professionals, inchanging research paradigm/approach, 210–211
Research Services group, 121.See alsoMeredith entries
Research subjects, determining,9, 12
Reseller businesses, in CDWcase study, 89
Respect, in customer care andsatisfaction, 150, 154–157
Responsesin reputation management, 126in strategic competition,139–140
Response times, 12Results, converting potential into
meaningful, 35–36Retailersin increasing sales, 86reviewer characteristics and,187
Rethink Convention þ Expo, 258Rethinking, in social media
listening’s future, 191–192,220–228
Returned purchases, solvingproblems with, 159–160
Return on investment (ROI), inchanging research paradigm/approach, 211
Retweets, case study of, 79–80Reviewers, characteristics
of, 187Reviewschallenging conventionalwisdom about, 189–190
helpful, 186, 187, 189, 190product coverage by, 187in rethinking media, marketing,and advertising, 224
in sales forecasting, 182,186–188
unfavorable, 187Review sites, ximedia and marketing and, 220
RightNow, 251
296 Index
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Ripple6, 67, 251‘‘Ripple effect,’’ in rethinking
media, marketing, andadvertising, 220, 221–223
Risk, in strategic competition,145
Roberts, Brian, 158–159Rolfe, Denise, 107Rolloutsconsumer trials and, 91–92real-time feedback for, 93–95
Rosenblum, Jeff, 52Roth, Tom, 171RSS (Really Simple Syndication),
277RTL Nederland, 167Rubel, Steve, 125Rule Breakers, 204Running, of social media listening
programs, 6–7
Safety, in reputation management,127–128
Salesemerging plays to predictchanges in, 188–190
finding ways to increase,26–27, 85–99
key performance indicatorsand, 12
searching out, 102Sales Academy, CDW, 90Sales drivers, listening and, 3Sales forecasters, 181–182Sales managers, in increasing
sales, 90Salespeople, in increasing sales,
85–86Sales predictionsleverage of, 189listening and, 3listening-based, 162,181–190
sharing, 190Sales ranking, predicting sales
and, 182Sales tactics, in increasing sales,
87–88Sample sizes, in listening
research, 6Samsung, 178case study of, 185
‘‘Sandwich generation,’’ 44‘‘Sandwich situation’’ research,
37, 45, 169SAP Business Objects Text
Analysis, 249SAS Institute, 250SAS Text Miner, 250Satisfaction. See Customer
dissatisfaction; Customersatisfaction
Scalability, of word-of-mouthbroadcasting, 226–228
Scalable technologies, in changingresearch paradigm/approach,213
Scale, in customer care andsatisfaction, 150
Scheduling, as affectingconversation, 178
Schlack, Julie Wittes, on insightrelevancy, 15
Schuhlich School of Business, 200Scoopler, 242Scope, in social media
listening, 59Scoring, of sentiment, 28Scott, Dagny, 171, 193on listening to signals,194–195
Scout Labs, 246Scrabble, 139–140, 145case study of, 146–147
Scrabble Beta, 146Scrabble Worldwide, 146Scrabulists, in Scrabble case study,
146–147Scrabulous, in Scrabble case study,
146–147Search analysis, in sales
improvement, 26–27Search data, in spreadsheets,
189Search engine listening, 38Search enginesas listening solutions, 17–19in sales strategies, 189vendors of, 237–242
Searches, Internet, 37–38Search listening, 40Search queriesanalysis of, 38predicting sales and, 182
Search tactic, 37Search tools, 7Search trends, for sales
forecasting, 182, 184–185Seasonal eating/shoppingin food-shopper mind-set,42, 43
Secular Idolaters, 204Segmentationin listening-based targetingstrategies, 175
in rebranding and repositioning,115, 116
in rethinking media, marketing,and advertising, 224–225,225–226
in social media listening, 59Segmenting people, listening and, 3Self-esteem, in Dove case
study, 119Self-identity, tribes in, 205Self-serve solutions, monitoring
tools in, 20Self-service, 277Selling periods, 178Senior management, sharing sales
predictions with, 190Sentimentchallenging conventionalwisdom about, 189–190
in changing research paradigm/approach, 213, 214, 215
increasing confidence in, 28managing negative, 133–134in MINI case study, 95–96in product reviews, 187–188in sales forecasting, 183–184
Sentiment360, 247Sentiment analysis, 277Sentiment engine, 28Service interruptions, 129Service needs, for caregivers, 45Service-oriented strategy, in
increasing sales, 85–86Service providers, 16Servicesimproving, 76–84increasing sales of, 85–99rebranding and repositioning,112–123
social-media-powered listening,148
Sharing, 277Sharing insights, in increasing
sales, 88SheSpeaks, 94, 252Shipping, solving problems with,
159–160Shopping, social research and, 5Short-term listeningimproving competitiveness via,100
predicting sales via, 181–190Signalsin listening, 1, 2listening to new, 191, 193–198
Silent Spring (Carson), 135Silk soy beveragecase study of, 92–93increasing sales of, 86, 88
Simplification, in changingresearch paradigm/approach,217–218
Sinclair, Upton, 194Single-product companies, 109–110Skillsin changing research paradigm/approach, 211
text analysis and, 22Sociability, 18Social action, 277Social bookmarking, 277Social bookmarks, 16as listening solution, 18
Social business platforms, 67Social channels, media and
marketing and, 220Social CRM, monitoring tools for,
19. See also Customerrelationship management(CRM)
Social graph, 277Social graph data, in rethinking
media, marketing, andadvertising, 222
Social issues, in reputationmanagement, 135–137
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Social life, television in, 164Social listening, in rethinking
media, marketing, andadvertising, 223–226
Social media, 277in American Telephone andTelegraph case study, 158
in changing research paradigm/approach, 210, 213–215
in Comcast case study,158–159
consumer trials and, 91culture and, 199in increasing sales, 87–88innovations in listening-led,161–162
in managing expectations,157–159
in new product co-creation,61–65
organizing for success with,230–232
problems with, 230–231reputation management via,124–137
in rethinking media, marketing,and advertising, 221, 223–226
searching for resonant topics,70–71
tracking buzz in, 97–98in verifying solutions toproblems, 159–160
word-of-mouth advertisingand, 97
word-of-mouth marketing and,226–228
Social media analysisin changing research paradigm/approach, 208, 213–215
in rebranding and repositioning,112–114
Social media audits, improvingcompetitiveness via, 104
Social media center ofexcellence, 10
Social media conversationsadvertising versus, 176, 177listening to, 2, 3, 4media and marketing and, 220in MINI case study, 95–96for sales forecasting, 181–182
Social media data, in market-shareachievement, 179
Social-media-enhanced models, inmarket-share achievement,179
Social media KPIs, 12, 29. See alsoKey performance indicators(KPIs)
Social media listening, 232–235,277
in advertising and marketing,31–34
in changing research paradigm/approach, 208
characteristics of less successful,33
characteristics of mostsuccessful, 32
competitor risk and, 145in creating resonant messages,68–75
credit-card holders and, 40–41customer care and satisfactionvia, 148–160
discovering new customers via,47–54
food-shopper mind-set and,41–44
improving competitiveness via,109–110
in increasing sales, 85–99in market-share achievement,179
measurement of, 161,163–168
mental models for, 229–230,233–235
new frontiers in, 191–192in new idea fine tuning,65–67
in new product co-creation, 65new product development and,55–67
in Old Spice case study, 102in product/service improvement,76–84
in rebranding and repositioning,112–114
in reputation management, 127research using, 4–5, 7in sensing change to compete inthe present, 99–111
in strategic competition,138–146
strategy for, 35–46for understanding consumermind-sets, 59–61
Social media listening data, 190Social media listening
metrics, 277Social media listening
research, 7Social media marketingimproving competitiveness via,100–101
in product line extension,108–109
word-of-mouth marketing and,227, 228
Social Media Marketing Group,228
Social media metricsin improving competitiveness,105–106
in marketing Suzuki Hayabusamotorcycle, 52
in product line extension, 108–109
Social media monitoring, 4–5, 6in changing research paradigm/approach, 213–214, 215
in creating resonant messages,73–75
in customer care andsatisfaction, 151–154, 156,157, 158–159, 159–160
in discovering new customers,64
in gauging market interest,57–59
in generating consumerexcitement, 101–102
improving competitiveness via,103–104, 104–106
in increasing sales, 91, 94–95as listening solution, 17, 19–20primary role of, 19–20in product/service improvement,78–79, 82–84
in reputation management,127–128, 128–130, 131–132,133–134, 135–136
in sales improvement, 26–27in strategic competition,140–142, 144–145, 146–147
vendors for, 237, 242–250Social media monitoring tools, 17Social media networks, in product
line extension, 108–109Social media profiles, 57in Bacon Salt case study, 57–59
Social media researchchanging paradigm/approachin, 207–219
encouraging, 37impacts of, 37in increasing sales, 94–95,95–97
key performance indicatorsand, 12
Social media sources, inreputation management,128–130
Social media support, in customercare and satisfaction, 150
Social Mention, 242Social monitoring, 278. See also
Social media monitoringSocial networking, 278policies for, 157
Social networks, 16, 278consumer trials and, 91–92in conversation footprint, 14in customer care andsatisfaction, 150
customer dissatisfaction on,131–132
in gauging market interest, 58as listening solution, 18in Nestl�e case study, 135–136in rethinking media, marketing,and advertising, 220–221,223–226
in sales forecasting, 183Social news, 278Social Radar, 245Social research, 4–7, 278on caregivers, 44–45in creating resonant messages,70–71, 72–73
298 Index
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on credit-card holders, 40–41in discovering new customers,49–51, 53–54, 59–61, 61–64,65–67
on food-shoppers, 42–44improving competitiveness via,103–104, 106–107, 107–109
increasing product loyalty via,110–111
in increasing sales, 88–90,92–93, 97–98
in product positioning, 142–144in product/service improvement,81
in rebranding and repositioning,114–116, 116–118, 118–120,120–122
‘‘Social sampling’’consumer trials and, 91, 92in increasing sales, 87–88
‘‘Social service’’ movement,traditional customer serviceand, 149
Social sites, 278Social television, measurement of,
161, 163–168Social TV ratings, 164–166conversation collection/analysisfor, 165
digital media and, 164–165emerging plays for, 166–167history of, 163–164reporting in, 165source selection for, 165traditional ratings versus, 165
Social Web, in rethinking media,marketing, and advertising,222
Societal shifts, 44Softwareassuring accuracy of, 25consumer backyard and, 13in listening research, 6
Software as a Service (SaaS), 278Software companies, for text
analytics, 20–21Sony, 178case study of, 185
Sources, footprint of, 13, 14Source selectionfor listening, 12, 14for social TV ratings, 165
Southwest Airlines, 171Spam, filtering, 25Spectators, in rethinking media,
marketing, and advertising,224–225, 226
Spiders, 13Sponsorship, in new idea fine
tuning, 66–67SportsNation, case study of,
106–107Spreadsheets, search data in, 189Springer, Don, on credit-card
holders, 41Sprint Cup Series, 81‘‘Squeeze’’ campaign, 116–118
Staffing, of social media, 231Staff resources, text analysis
and, 22Stakeholdersin changing research paradigm/approach, 208
mental models and, 234in reputation management, 126
Standards, in changing researchparadigm/approach, 217
Standing search, 278. See alsoPersistent search
Starbucks, 31Status, 278Status updates, 278for sales forecasting, 182,183–184
Steam n’ Mashcase study of, 94–95increasing sales of, 86, 88
Stereotypes, neo-tribal analyticsand, 206
Stereotyping, mental models and,233
Stew Leonard’s, 61, 91Sthanunathan, Stanon changing research paradigm/approach, 207, 208–211
on consumer co-creation, 64on listening research, 10, 29, 36
Stimulating trials, 90–93Stone, Biz, 80Stories, in changing research
paradigm/approach, 208Storytellers, in changing research
paradigm/approach, 218Storytellingmarketing Hennessy Cognacand, 49–51
in reporting research, 29Strategy (strategies)in changing research paradigm/approach, 210–211, 212
for listening-based targeting,174–175
in market-share achievement,179
prediction-led, 162, 181–190in rethinking media, marketing,and advertising, 221
social media and, 230for social media listening,35–46
social TV ratings and, 166–167Strengths, in strategic
competition, 140–142.See also SWOT (strengths,weaknesses, opportunities,threats) analysis
Subaru, 171Subjectivityof reviews, 186in text mining for productfeatures, 188
Subscribing, 278Subtopics, 278Suggestion boxes, 61
online and offline conversationsand, 172
Suggestions, in new idea finetuning, 66–67
Sullivan, Monica, 70–71Super Bowl commercials, 178case study of, 196–197
Superficiality, of social media, 230Super-reviews, on Amazon, 187Support, in customer care and
satisfaction, 150, 151Supporting evidence, in listening
research, 27Surfing, neo-tribal analytics and,
206Survey responses, 38Surveysin addressing consumerperception, 72–73
in changing research paradigm/approach, 212, 214
marketing Hennessy Cognacand, 50
online and offline conversationsand, 172
in product positioning, 143psychographic, 205for sales forecasting, 181social media listening versus, 48
Sustainability, as social issue,136–137
Suzuki Hayabusa, 5, 12, 101, 193case study of, 51–52, 169–170174–175
‘‘Sweeteners,’’ in increasing sales,90
SWOT (strengths, weaknesses,opportunities, threats)analysis, 138
Synchronicity, in product/serviceimprovement, 84
Synovate, on food-shoppermind-set, 42
Synthesis, in changing researchparadigm/approach,209–210, 216–219
Sysomos, 247
Tag cloud, 278Tagging, 278Taglines, in product/service
improvement, 83Tags, 278Tampax, 79Targetinglistening-based, 161, 169–175social TV ratings and,166–167
Targeting insights, 173Targeting people, listening and, 3Target market analysis, improving
competitiveness via, 104Tassimo pod coffee maker,
26–27, 138case study of, 18, 140–142
Teams, listening, 10Techies, 203
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Technologyin changing research paradigm/approach, 211, 216–219
word-of-mouth marketing and,226–228
Technorati, 240as listening solution, 18
Technorati authority, 278Techrigy SM2, 242Teenagers, 201, 202Television (TV). See also TV
show ratingsadvertising spending in, 74in creating resonant messages,68–70
in ESPN case study, 106–107measurement of social, 161,163–168
social research and, 5Television programming, listening
and, 4Temis Lucid, 250Teragram, 250Terms, 278Texada, Jennifer, 82Text analysis, vendors for, 237,
247–250Text analytics, 38, 278. See also
Text analytic toolsin changing research paradigm/approach, 214
in price improvement, 26Text analytic services, 21Text analytic software, 97Text analytic tools, 7. See also
Text analyticsas listening solutions, 17,20–22
Texting, 25Text mining, 188–189for product features, 188
Themes, 278Third parties, in increasing
sales, 90Thought leadership, in increasing
sales, 89Threads, 278in creating resonant messages,71–72
Threats. See SWOT (strengths,weaknesses, opportunities,threats) analysis
Threats to reputation, listeningand, 4
Tiger Woods PGA Tour, in EASports case study, 133–134
Time allocation, in rethinkingmedia, marketing, andadvertising, 221
Timeliness. See also Passage oftime
of data, 184–185in social media listening’sfuture, 191–192
Titelman, Ethan, on increasingsales, 87
TNS Cymfony, 178, 225, 254
on food-shopper mind-set,41, 42
in reputation management, 128on share of voice versus share ofmarket, 176
Tobaccowala, Rishad, 69on consumer perception, 72on rethinking media, marketing,and advertising, 221,226–228
Topicality, in source vetting, 14Topics, 278in private communities, 22–23for resonant messages, 70–71in social media listening, 59
Top reviewers, 187Topsy, 241Trackback, 278Trade-off analysis, in product
positioning, 143Traditional customer service‘‘social service’’ movementand, 149
supplementing with social-media-listening customerservice, 149–151
Trainingin social media, 231word-of-mouth marketing and,227
Transactional analytics, inchanging research paradigm/approach, 211–213
Transparencyin customer care andsatisfaction, 150, 154–157
customer dissatisfaction and,132
of suggestion boxes, 61Travelers, customer care and
satisfaction for, 151–154Travelocity.com, 171Trek Light Gear, 109Trek Light Hammocks, 99–100case study of, 109–110
Trending words/phrases,consumer mind-sets and, 36.See also Search trends
Trendrr, 247Trends, in changing research
paradigm/approach, 213–215Trend Tool, 241Triangulation, in listening
research, 27Tribal analytics, 205–206Tribes, 203. See alsoNeo-tribesTripAdvisor.com, 68–69, 70Trolls, 278Tropicana Pure Premium Orange
Juicecase study of, 114, 116–118rebranding and repositioningby, 113–114
True Citrus, 77, 82case study of, 82–84
True Lemon powder, 82, 83True Lime powder, 82, 83
True Orange powder, 83Tuning, of marketing to consumer
interests, 81–82. See also Finetuning
TV show ratings, influence ofreviews on, 186. See alsoTelevision entries
Tweetmeme, 241Tweet rate, in sales forecasting,
183–184Tweets, 278in JetBlue case study, 151–153,154–156
for sales forecasting, 182,183–184
Twitter, xi, 13, 16, 195, 279African-Americans on, 48in American Telephone andTelegraph case study, 158
case study of, 79–80in Comcast case study, 158–159consumer trials and, 91customer care and satisfactionvia, 148
Fiat MIO project and, 62, 63hashtags on, 275–276in improving competitiveness,105
in JetBlue case study, 151–153,154–156
as listening solution, 18in MD Anderson Cancer Centercase study, 82
media and marketing and, 220in Old Spice case study, 102in product/service improvement,77
in sales forecasting, 183–184television and, 163–164in True Citrus case study, 83word-of-mouth marketing and,227
Twitter-centric services, vendorsof, 240–241
Twitter Search, 241Twitter Venn, in Kraft Foods case
study, 141–142Twitterverse, 279Twittorati, 240Two-way company-customer
listening, 234Tylenol, 21, 26, 139case study of, 143–144
‘‘Tyranny of the installed marketresearch base,’’ x
Unconscious, the, 196, 197Unfavorable reviews, 187passage of time as diminishing,188
Unilever, 120United Kingdom, advertising
campaign in, 74United States. See also African-
Americans; American entries;Asian-Americans
advertising spending in, 73–75
300 Index
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in Kraft Foods case study,141–142
Scrabble in, 146social networking in, 223television viewing in, 163
Updates, 279Uploads, 279Urban cultures, 174URL (Uniform Resource Locator),
279Used-desired features, in core
brand, 79–81User forums, in EA Sports case
study, 133–134User-generated content (UGC),
279
Validation, in changing researchparadigm/approach, 215
Vallese, Julie, 127–128Value creation, in social media
listening, 232–235Varian, Hal, 184–185Vendor profiles, 237–257Vendors, see AppendixVendor tools, 7Verbal information, mental
models and, 234Vernacular, 25Vetting of sources, 13, 14, 15Videoblog, 279‘‘Video Consumer Mapping’’
study, 225Video games, 197in EA Sports case study,133–134
Videosin EA Sports case study,133–134
improving competitiveness in,104
in Nestl�e case study, 135–136in Old Spice case study, 102
Video sharing, 16Video streaming, 133Viewer interest, creative
input and, 167Visible Technologies, 257Vision 54 program, 235Vision Council, NASCAR
improvements from, 81Vision Critical, 252Visualization, in changing
research paradigm/approach,208, 218
Vitaminwater Connect, 207tcase study of, 10, 64–65
VivaKi, 69, 221, 226Vlog, 279Voices. See also Buzzin achieving market goals, 161–162, 176–180
determining, 9, 12, 14–15in discovering new customers, 51hearing changes in, 48improving competitiveness via,109–110
in market-share achievement,179
in rebranding andrepositioning, 113
in reputation management, 125,128, 130–131
word-of-mouth marketingand, 227
VUCA (volatility, uncertainty,chaos, ambiguity) world,competing in, 99
Vulnerability, in market-shareachievement, 179
Wacker, Watts, on neo-tribes, 206Wall, 279Want lists, from customers, 61Ware, Britta C., 109, 120–121,
121–122on changing research paradigm/approach, 208, 216–219
Weaknesses. See SWOT(strengths, weaknesses,opportunities, threats)analysis
Web. See also Internetin changing research paradigm/approach, 210, 212, 214–215
in rethinking media, marketing,and advertising, 222–223,224–225
social media and, 231in social media listening,232–233
Web 2.0, 279Web analytics, 279Web-based self-service tools, text
analytics among, 21Web browsers, in creating
resonant messages, 71Webclipping.com, 247Web server logs, behavioral
listening and, 170Web site redesign, in product/
service improvement, 83Web sites, xiadvertising spending on, 74in American Telephone andTelegraph case study, 158
ARF, 258behavioral listening and, 170Campaign for Real Beauty,118–120
in creating resonant messages,71–72
Fiat MIO, 62improving competitiveness via,100, 103–104
keeping content fresh/relevant,78–79
linking, 170marketing Hennessy Cognacand, 49–51
for marketing Suzuki Hayabusamotorcycle, 52
offline conversations and,171–172
in reputation management,127, 129
video streaming, 133Vitaminwater, 64
Werbach, Kevin, in Scrabble casestudy, 146
Wharton School, 229, 232WhiteWave Foodscase study of, 92–93increasing sales of, 86
Whole Foods, 148, 151‘‘Who, what, where,’’ in social
media listening, 59Wieden þ Kennedy, 101–102Wiki, 279Williams, Evan, 80Wind, Yoram ‘‘Jerry,’’ 36, 232,
259on listening organizations, 229,232–235
‘‘Winning plays’’Understand the consumer’smind-set, 35
Discover new customers, 47Drive new product developmentand innovation, 55
Create messages that resonate,68
Improve products and services,76
Increase sales, 85Sense change to compete in thepresent, 99
Rebrand and repositionproducts and services, 112
Manage reputation, 124Compete strategically, 138Provide customer care andincrease customersatisfaction, 148
to compete strategically,138–140
for customer care andsatisfaction, 149–151
in increasing sales, 85–88in product/service improvement,76–77
for rebranding/repositioningproducts/services, 112–114
for reputation management,125–127
in sensing change to compete inthe present, 99–101
in social media listening’sfuture, 191–192
Wired infrastructure, in AmericanTelephone and Telegraphcase study, 158
Wiredmagazine, advertising in,197
Wireless infrastructure, inAmerican Telephone andTelegraph case study, 158
Womendiscovering new customersamong, 51
in Dove case study, 118–120
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Women (Continued)energy-restoring foods for,60–61
gender, multicultural, andLGBT listening and,170–171
in new idea fine tuning, 66–67Woods, Tiger, in EA Sports case
study, 133Word cloudsin Kraft Foods case study, 141in monitoring tools, 19
Word of mouth (WOM), 279. Seealso Buzz
in changing research paradigm/approach, 213
in rethinking media, marketing,and advertising, 226–228
Word-of-mouth advertising, 178power of, 97
Word of Mouth MarketingAssociation University, 95
Word-of-mouth reportslistening to, 171–172in Ore-Ida case study, 95
in Silk case study, 92–93WordPress, 16Words. See alsoWords/phrasesbroad/alternative meanings of,114
in changing research paradigm/approach, 214
in context, 172–174mental models and, 234
Wordscraper, in Scrabble casestudy, 146
Words/phrases, consumer mind-sets and, 36
Workflow, 279monitoring tools for, 19
World War II, listening methodssince, 16
‘‘Worldwide living room,’’television and, 163
X Factor, 167XML (eXtensible Markup
Language), 279
Yahoo!as listening solution, 18searches analyzed, 38
Yahoo! Buzz, 239Yahoo! Index, 239York University, 200YouTube, xi, 13, 16, 279in American Telephone andTelegraph case study,158
in EA Sports case study,134
marketing Hennessy Cognacand, 51
in Old Spice case study, 102in reputation management,126
television and, 164
Zanger, Doug, 156Zappos, 124, 146, 149, 150Zogby, John, 44, 199on neo-tribes, 203–206
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