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BINDEX 02/28/2011 23:47:48 Page 281 Index Absolut Vodka, 171 social media conversations AgenciaClick, 62 Access, 273 versus, 176, 177 Agents, 13 Accuracy social media listening data Aggregating content, 273 of data, 184–185 and, 190 Aggregator, 273 of research, 25 in social media listening’s Alert, 273 Acetaminophen, 144 future, 191–192, 220–228 Almaden Research Center, on Action(s), in changing research in strategic competition, 139 using online postings to paradigm/approach, 208, using Web sites for, 78–79 predict sales, 182 210, 216–219 in Wired magazine, 197 Alterian Techrigy SM2, 242 Adobe Online Marketing Suite, word-of-mouth, 97 Always brand, 79 248 Advertising Age, on Fiat MIO Amazon Adoption, of social media project, 63 case study of, 144–145 listening, 65 Advertising programs, improving helpful reviews on, 187, 190 Advanced level, in social media competitiveness via, 100 predicting sales and, 182 listening, 34, 41, 45, 54, 64, Advertising Research Foundation text mining for product features 67, 75, 78, 81, 90, 98, 104, (ARF), ix, x, 258. See also on, 188 107, 115, 116, 120, 122, ARF entries American Airlines (AA), case 158, 210, 238, 248 definition of listening by, 1–2 study of, 129–130 Advantage great recession and, 38, 39 American Marketing Association, competitive versus business, xi listening organizations and, on marketing research, 212 social TV ratings and, 166–167 229, 232 Americans, neo-tribes and, 203. Advertising Advertising schedules, as affecting See also United States in achieving market goals, conversation levels, 178 American Telephone and 161–162, 176–180 Advertising-voice share, Telegraph (AT&T), 149 biometric signals and, 193, conversational-voice case study of, 158 195–198 share versus, 177 Analyses (analysis) in changing research paradigm/ Advertising weight, as affecting of consumer trials, 90–91 approach, 210, 216 conversation levels, 178 in listening, 7 competitor risk and, 145 Advil, 21, 26 reporting and, 24, 25–29 consumer trials and, 91–92 case study of, 143–144 in social media listening’s creating resonant messages for, Advocacy future, 191–192 68–75 as affecting conversation levels, in strategic competition, 140 culture and, 199 177–178 of tweets, 183–184 fine tuning of, 65–67 for sales forecasting, 182, 185 Analytic capabilities, of text future of, 220–228 Advocates, 273 analytic tools, 20–21 helpful reviews and, 186 word-of-mouth marketing Analytics, in changing research improving competitiveness and, 227 paradigm/approach, via, 101 Advocate sites, gender, 211–212 listening and, ix, xii, xiii multicultural, and LGBT Analytic strategy, for listening, listening-based targeting listening and, 170 25–28 strategies in, 174COPYRIGHTEDAffiliate and Search Marketing, MATERIALAnalyzing competition, listening listening-led, 31–34 254 and, 3 for marketing Suzuki Hayabusa African-Americans, 174, 193 Anderson Cancer Center, 77 motorcycle, 52 as light purchasers, 53–54 case study of, 81–82 in MINI case study, 96–97 marketing Hennessy Cognac Anticipating issues/concerns, in in product line extension, 107 and, 49–51 reputation management, 125 product positioning and, African-American sites, gender, Anticipation 143, 144–145 multicultural, and LGBT biometric signals and, 193, in product/service improvement, listening and, 170 195–198 76–84 African-American themes, 48 in changing research paradigm/ rebranding and repositioning Agarwalla, Jayant, in Scrabble approach, 207, 209 via, 112–123 case study, 146, 147 AOL (America Online), as rethinking, 220–228 Agarwalla, Rajatj, in Scrabble listening solution, 18 setting budget for, 176 case study, 146, 147 AOL Hot Searches, 238 281 BINDEX 02/28/2011 23:47:48 Page 282 282 Index AOL LLC Network, searches improving competitiveness Blogging, 273 analyzed, 37 via, 103–104, 104–106 Blogging tools, 16 API (application programming in EA Sports case study, 134 Blogosphere, 273 interface), 273 Baconnaise, 58, 59 monitoring, 27 Apple, 126, 149 Bacon Salt, 55 Blog post, 273 in Amazon Kindle case study, case study of, 57–59 BlogPulse, 239–240 144 Banner, David, 74 Blogroll, 273 in American Telephone and Bannister, Roger, 235 Blogs, xi, 273 Telegraph case study, 158 Barefoot Wines, 171 in consumer backyard, 13 case study of, 130–131 Barocci, Bob, ix–x in conversation footprint, 14 Archive, 273 Basic sales tactics, in increasing culture and, 200–202 ARF Council, 258. See also sales, 87–88 customer dissatisfaction on, Advertising Research BazaarVoice, 16, 127 131–132, 133 Foundation (ARF) Bear Naked, 91 in customer relations, 149 ARF Industry Leader Forum, 87 Behavioral change, in food- in increasing product loyalty, ARF Morning Coffee, 258 shopper mind-set, 41 111 ARF People Council, 171 Behavioral listening, 169–170 in JetBlue case study, 152–153, ARF PowerSearch, 258 picking up new signals by, 154–156 ARF Web site, 258 193–208 as listening solution, 18 Arm & Hammer, 103 Behaviors media and marketing and, 220 Arnell, Peter, 116–117 in changing research paradigm/ in reputation management, 129 Artificial settings, naturalistic approach, 215 Blogs and Social Media, 253 settings versus, 217 culture and, 199 BMW MINI Asian-American sites, gender, in discovering new customers, case study of, 95–97, 185 multicultural, and LGBT 49–51 increasing sales of, 86–87 listening and, 170 emotions as driving, 196 Boardreader, 273 Ask, as listening solution, 18 in Kraft Foods case study, 141 Body Wash, 101 ‘‘Asking’’ research, listening in listening, 1, 2 case study of, 101–102 and, 3 in listening-based targeting, Boldness, in discovering new Ask Network, searches 169–170 customers, 48–49 analyzed, 37 in rethinking media, marketing, Bookmarking, 273 AstroTurfing, 273 and advertising, 220–221 Bots, 13 Attensity, 248 BeingGirl.com, 77 Boudreaux, Chris Attentio, 252 case study of, 78–79 five principles for successful Attention spans, in changing Benchmarks, in changing research listening by, 10 research paradigm/approach, paradigm/approach, 215 on listening organizations, 229, 217–218 Benefits 230–232 Attitude, 273 in creating resonant on social networking policies, Attracting new customers, messages, 69 157 120–122 of listening’s new mental Bought media, 223–224, 225–226 Audience, influence of reviews model, 235 Bought/owned/earned (BOE) on, 186 Berger, Jonah, 187, 188 media environment, in Audience Measurement Bernoff, Josh, 78–79 rethinking media, marketing, Conference, 258 Berwick, Frances, 167 and advertising, 223–224, Audience viewing intention Best Buy, 186 225–226 score, 165–166 Best practices, in increasing Box office receipts Austin, Manila, 109 sales, 90 influence of buzz on, 187–188 on changing research paradigm/ Better Homes & Gardens (BHG), influence of reviews on, 186 approach, 208, 216–219 120 Brain, monitoring signals from, on insight relevancy, 15 new idea fine tuning for, 65–67 196 Authentication, 273 Biases, listening-based targeting Brain Juicer, 243 Authenticity, word-of-mouth strategies and, 174–175 Brand attributes, listening and, 4 marketing and, 227 Bing, as listening solution, 18 Brand backyard, 13, 20, 273 Authority, in source vetting, 14 Biometric signals, 193, 195–198 in EA Sports case study, 134 Authors, in rethinking media, Bizrate.com, 186 improving competitiveness in, marketing, and advertising, BlackBerry, 210 103–104 224–225, 226 BlackPlanet.com, 53 Branded communities, in product/ Awareness gender, multicultural, and service improvement, 78–79 passage of time and, 188 LGBT listening and, 170 Branding, 112. See also in product line extension, 108 in marketing Hennessy Cognac, Rebranding reviews and, 187 49–51 in Ore-Ida case study, 94 Awesomeness, questions about, 11 Blog-centric services, vendors of, Brand loyalty, improving 239–240 competitiveness via, 110–111 ‘‘Back room’’ machinations, in Bloggers, 16 Brand mentions changing research paradigm/ as influencers, 98 by light purchasers, 53 approach, 210–211 neo-tribal analytics and, 206 monitoring tools for Backyards, 13, 20, 273, 274 in Old Spice case study, 102 retrieving, 20 BINDEX 02/28/2011 23:47:48 Page 283 Index 283 Brand metrics, in creating Business analytics, in changing Case studies resonant messages, 72 research paradigm/approach, Advil, 143–144 Brand-name tracking, 20 213 Amazon, 144–145 Brand objectives, of social media Business events American Airlines, 129–130 listening, 33 in increasing sales, 87 Americans with Disabilities Brand page, 273 in strategic competition, 139 Act, 174 Brand protection, monitoring Business line expansion, American Telephone and tools for, 19 improving competitiveness Telegraph, 158 Brand Reputation Management, via, 109–110 Apple, 130–131 253 Business models, listening in, 194 Bacon Salt, 57–59 Brands Business objectives, 10 BeingGirl.com, 78–79 analyzing postings about, 27 social media and, 232 BMW MINI, 95–97, 185 for caregivers, 45 Business outcomes, predicting, 21 Body Wash, 101–102 confidence in, 189 Business partners, in reputation Broadband services provider, connection with, 154 management, 126, 133 173 in customer relations, 149 Business processes, social media Campaign for Real Beauty, improving competitiveness via, and, 232 118–120 103–104 Business process Campbell Soup Company, 197 listening and, 1–2 improvements, 12 CDW, 88–90 listening-based targeting Business process investments, 10 CNN, 171–172, 174, 175 strategies and, 174–175 Buzz, 190. See also Voices; Word Comcast, 158–159 listening solutions and, 17 of mouth (WOM) condiment manufacturer, in rebranding and repositioning, in changing research paradigm/ 104–106 115 approach, 212–213 consumer packaged goods