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 in rethinking media, marketing, in creating resonant messages, companies, 114–116, and advertising, 222 69–70, 73–75 117, 172, 175 sentiment about, 28 in EA Sports case study, 134 Costco, 177–178 in strategic competition, 139, effect on box office sales, Crate & Barrel, 159–160 141–142 187–188 Dell, 131–132 text analytics and, 21 emotional engagement and, 178 Dove, 118–120 used-desired features in, 79–81 in increasing sales, 97–98 EA Sports, 133–134 vendors of, 237–257 in Old Spice case study, 102 ESPN, 106–107 Brand strategy, 145 in sales forecasting, 183–184 Fiat MIO, 61–64 Brandwatch, 243 BuzzMetrics, 225 Fusion razor, 72–73 Bravo network, 167 BzzAgent, 252–253 Gatorade, 74–75 Brazil, Fiat agency in, 62 in Silk case study, 92–93 Gillette, 72–73 Broadband Harrah’s Casino, 68–69, 70–71 in context, 173–174 Cable television, 163 Hasbro, 127–128 text analytics and, 21 Calibration, in changing research Hennessy Cognac, 49–51, Broadband services, 173 paradigm/approach, 215 169–170, 174–175 Broadcasting, word-of-mouth, Campaign for Real Beauty, 113 household product, 145 226–228 case study of, 118–120 Hulu, 133 Broadcast television, online video Campaign tactics, improving iPhone 4, 130–131 versus, 163 competitiveness via, 100 JetBlue, 151–154, 154–156 Broad questions, 10, 11 Campbell’s Cream of Mushroom Kindle, 144–145 BSSP agency, 185 soup, 103 Kraft Foods, 103–104, 140–142 Budgets Campbell Soup Company, Ladies’ Home Journal, 120–122 for advertising, 176 case study of, 197 Lion Brand Yarn, 110–111 in market-share achievement, Canada, Scrabble in, 146 Lists (Twitter product), 79–80 179 Cancer awareness, in MD Lubricant WD-40, 109 Bulgrin, Artie, on changing Anderson Cancer Center case MD Anderson Cancer Center, research paradigm/approach, study, 82 81–82 207–208, 211–213 Capturing ideas, in product/ Meredith Corporation, Bulletin board, 274 service improvement, 77 120–122 BurrellesLuce, 243 Carat USA, 220, 223, 224, 225 mobile phone companies, 74 BusaBeats campaign, 52 Car companies, customer want Naked Wines, 156, 157 Business(es) NASCAR, 81 lists and, 61  in changing research paradigm/ Car culture, in MINI case study, 96 Nestle, 135–136 approach, 208 Careerbuilder.com, 196 Old Spice, 101–102 culture and, 200–202 Caregivers, mind-set of, 44–45 Ore-Ida, 94–95 rebranding and repositioning Carney, Heidi, 82–84 Philadelphia Cream Cheese by, 112–123 Carson, Rachel, 135 (Philly), 103–104 social media in, 230–232 Case analyses. See also Case Portland radio station, 156 Business advantage studies Pretzel Crisps, 91 competitive advantage discovering new customers via, Procter & Gamble, 78–79 versus, xi 47–49 Provo Craft, 107–109 social TV ratings and, 166–167 uses of, 31–34 Retweets, 79–80 BINDEX 02/28/2011 23:47:48 Page 284

284 Index

Case studies (Continued) Cluster, 274 Communities, 274 Samsung, 185 CNN, case study of, 171–172, in creating resonant messages, Scrabble, 146–147 174, 175 70–71 Silk soy beverage, 92–93 Coca-Cola, 10, 36, 64, 207, 208 in EA Sports case study, 134 Sony, 185 Co-creation in new idea fine tuning, 66–67 SportsNation, 106–107 in changing research paradigm/ in Scrabble case study, 146–147 Steam n’ Mash, 94–95 approach, 216–217 Twitter improvements via, Super Bowl commercials, listening and, 3–4 79–80 196–197 of new products, 56, 61–65 vendors for, 237, 251–252 Suzuki Hayabusa, 51–52, Coded information, processing Community engagement, of 169–170, 174–175 of, 16 customers about passions, Tassimo pod coffee maker, Coders, 16 95–97 140–142 Cold calling, in increasing sales, Community guidance, in private Trek Light Hammocks, 89, 90 communities, 22–23 109–110 Collaboration, 274 Community involvement, in Tropicana Pure Premium in changing research paradigm/ JetBlue case study, 153 Orange Juice, 114, 116–118 approach, 207, 212 Community Marketing, Inc., 171 True Citrus, 82–84 monitoring tools for, 19 Community members, in Twitter, 79–80 Colleagues, sharing sales increasing sales, 90 Tylenol, 143–144 predictions with, 190 Community tools, 7 Vitaminwater Connect, 64–65 Collecta, 241 as listening solutions, 22–23 WhiteWave Foods, 92–93 Collective Intellect, 97, 253 Companies. See also Cash4gold.com, 196 credit-card holders and, 40 Organizations Categories, 274. See also Product social TV ratings and, 165–166 in changing research paradigm/ categories Columbia Business School, 203 approach, 207–208, 208–211 in increasing sales, 87 Combining ideas, in creating consumer trials and, 92 in targeting insights, 173 resonant messages, 69 culture and, 199 Categorization errors, in data Comcast, 12, 149, 150 customer relations of, 149 collection, 25 case study of, 158–159 customer want lists and, 61 Category-level conversations, by Command-and-control marketing engaging customers by, 95–97 light purchasers, 53 in competitiveness, 100 improving competitiveness of, Category mind-sets, in Nestle case study, 135 99–111 understanding, in strategic competition, increasing sales of, 86, 87 40–44 139–140, 147 key business objectives of, CDW, 22 Commentators, in rethinking 31–34 case study of, 88–90 media, marketing, and listening-based sales prediction increasing sales of, 86 advertising, for, 181–190 Center of excellence, for social 224–225, 226 in listening-led sales strategy, 88 media, 232 Comment cards, online and offline as listening organizations, 229 Centralized listener, 9 conversations and, 172 mental models for listening and, Changes Comments, 274 229–230, 233–235 anticipating, 181, 188–190 in new idea fine tuning, 66–67 new product development competition and, 99–111 in reviews, 186 by, 55 in listening research, 6 NASCAR improvements from, new product uses championed listening to bring about, 15 80–81 by, 102–103 in mental models, 233–235 Commercials, Super Bowl, 178 online advocacy for, 185 to research paradigm, Commitment(s) online and offline conversations 207–219 behavioral listening and, 170 and, 171–172 shaping, 209 in strategic competition, 140 picking up new signals by, Changes in demand, in sales Communication. See also 193–208 strategies, 189 Communications private communities run by, Charitable giving, in food-shopper in changing research paradigm/ 22–23 mind-set, 42 approach, 208, 212 product line extension by, Chat, 274 culture and, 199, 202 107–109 Chat Threads, 243–244 of insights, 218–219 product positioning by, Chevron, 172 listening and, 7, 194–195 144–145 Chicklets, 241 of sales predictions, 190 product/service improvement Choi, Hyunyoung, 184–185 Communications by, 76–77 Civility, in customer care and creating resonant messages for, rebranding and repositioning satisfaction, 150, 154–157 68–75 by, 112–123 Clarabridge Content Mining management of, 10 reporting listening research to, Platform, 248 social media and, 232 28–29 Clarity, in changing research Communispace Corporation, 22, reputation management by, paradigm/approach, 66, 114, 121, 208, 216, 250 124–137 216–219 building, 274 sales forecasting by, 189 Classification, 274 on caregivers, 44–45 sharing sales predictions within, Client brand, 173 in CDW case study, 89 190 BINDEX 02/28/2011 23:47:48 Page 285

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single-product, 109–110 ConsumerBase, in Kraft Foods keeping fresh/relevant, 78–79 social media listening by, 167 case study, 141 in product/service improvement, in social media listening’s Consumer Connection Study 76–77 future, 191–192 (CCS), 224 Content analysis, in product social networking policies Consumer excitement positioning, 26 of, 157 generating, 99–100 Context social TV ratings and, 166–167 improving competitiveness via, as affecting conversation, 178 sustainability and, 136–137 101–102 in changing research paradigm/ word-of-mouth advertising and, Consumer-generated approach, 211–213 97, 98 requirements, designing new consumers and, 44–45 Company culture, in customer products to, 61–65 culture and, 199 care and satisfaction, 150 Consumer insights framing products in, 118–120 Company protection, monitoring mental models and, 233 in listening-based targeting tools for, 19 sharing, 190 strategies, 175 Competition Consumer language, in messaging, listening for language in, 169, in market-share achievement, 71–72 172–174 179 Consumer-led methods, monitoring tools for in rethinking media, marketing, researcher-led methods understanding, 20 and advertising, 221 versus, 217 in new idea fine tuning, 66–67 sensing change and, 99–111 Consumer marketing, effective in rebranding and repositioning, strategic, 138–146 listening and, ix 113, 114, 115–116 Competition analysis, listening Consumer mind-sets restriction of, 116–118 and, 3 discovering, 37–40 Continuous programs, improving Competitive advantage revealing, 36–37 competitiveness via, 100 business advantage versus, xi understanding, 35–46 Contributions to strategy, 12 social TV ratings and, 166–167 Consumer packaged goods Conventional wisdom, challenging, Competitor risk, in strategic (CPG), 69 47, 189–190 competition, 145 Consumer packaged goods Conversational listening Competitors, engaging customers companies, 68–69 in listening-based targeting by, 95 case study of, 114–116, 117, strategies, 174–175 Complaint department, 16 172, 175 making use of, xi Complexity in rebranding and repositioning, methods of, 16 in changing research paradigm/ 113–114 Conversational marketing, word- approach, 216–217, 217–218 using customer language in of-mouth marketing and, communicating, 218 messaging by, 71–72 227, 228 text analysis and, 21 Consumer perception, combining Conversational voice goals, in comScore, searches analyzed by, 37 ideas to address, 72–73 market-share achievement, Concepts Consumer processing, in rethinking 179 broad/alternative meanings media, marketing, and Conversational-voice share of, 114 advertising, 225–226 advertising-voice share in private communities, 22 Consumer Product Safety versus, 177 Concept testing, listening and, 4 Commission, 127–128 market share versus, 161–162, Concerns, in reputation Consumers. See also Customer 176–180 management, 125 entries Conversation analysis, for social Condiment manufacturer, case category mind-sets of, 40–44 TV ratings, 165 study of, 104–106 in changing research paradigm/ Conversation collection, for social Confidence approach, 211–213, 217, TV ratings, 165 in brands, 189 218, 219 Conversation levels, in market- in discovering new culture and, 200–202 share achievement, 179 customers, 49 mental models and, 234 Conversation Miner, 253 in sentiment, 28 neo-tribes and, 203 Conversation mining, 64 Conjoint analysis, in product in product/service improvement, Conversations, 274. See also positioning, 143 76–84 Dialogues; Social media Connection(s) reaction to great recession, 38, conversations in achieving with brands, 154 39, 40 market goals, 161–162, with customers, 157 in rethinking media, marketing, 176–180 in increasing sales, 98 and advertising, 224–225 in changing research paradigm/ testing, 24 in Scrabble case study, approach, 214, 216–217 Connectors, in rethinking media, 146–147 consumer mind-sets and, marketing, and advertising, Consumer safety, in reputation 36–37 224–225, 226 management, 127–128 consumer trials and, 90–91 Consciousness, 196 Consumer trials, in increasing creating resonant messages for, Consultants, neo-tribes and, 203 sales, 90–93 68–75 Consumer backyard, 13, 20, 274 Consumption, neo-tribal analytics culture and, 199, 200–202 improving competitiveness via, and, 206 in discovering new customers, 104–106 Contact, 275 47, 51 in EA Sports case study, 134 Content, 274 four factors affecting, 177–178 BINDEX 02/28/2011 23:47:48 Page 286

286 Index

Conversations (Continued) Courage, in discovering new Customer recommendations, for gauging market interest from, customers, 47 NASCAR, 79, 81 57–59 Course correction, in listening Customer relationship by light purchasers, 53 research, 5 management (CRM), 16 listening and, 1, 2, 7, 194–195 CPG Co.. See Consumer packaged monitoring tools for, 19 in listening-based targeting goods companies Customers strategies, 174–175 Crate & Barrel, case study of, behavioral listening and, media and marketing and, 220 159–160 169–170 in MINI case study, 95–96 Creating messages, listening and, 4 care and satisfaction of, in Nestle case study, 135–136 Creation, of new products, 55–67 148–160 in new idea fine tuning, 66–67 Creative input, viewer interest challenging conventional in new product co-creation, 61–65 and, 167 wisdom about, 189–190 offline, 169, 171–172 Credit-card holders, mind-set of, in changing research paradigm/ online, 171, 172 36, 37, 40–41 approach, 207, 215 picking up new signals from, Cricut, in Provo Craft case study, discovering new, 47–54 193–208 107, 108 engagement about passions, in product/service improvement, Crimson Hexagon, 249 95–97 76–77 in Advil/Tylenol case study, in increasing sales, 86–87 in rebranding and repositioning, 143–144 as influencers and influenced, 121–122 Crispin, Porter þ Bogusky, 193, 97–98 in reporting research, 28–29 194 in listening-led sales strategy, 88 reputation management via, CRM Metrix, 253–254 managing expectations of, 124–137 marketing Hennessy Cognac 157–159 in rethinking media, marketing, and, 49–51 media and marketing and, 220 and advertising, 221–223 CrowdEye, 240 for new products, 56–57 for sales forecasting, 181–182 Crowdsourcing, 274 online and offline conversations in Silk case study, 92–93 Culture by, 172 social media listening and, focusing on, 191–192, in product line extension, 59–60, 167 199–206 107–109 in solving problems, 159–160 gender, multicultural, and product positioning and, television and, 164 LGBT listening and, 170 142–144, 144–145 in True Citrus case study, 83 listening and, 194–195 in product/service improvement, understanding context of, 20 management of, 10 76–84 word-of-mouth advertising neo-tribes in, 199, 203–206 reaching, 102 and, 97 social media and, 232 in rebranding and repositioning, word-of-mouth marketing and, Currency, in source vetting, 14 112–123 228 Customer care relationships to Conversation sources, determining, customer satisfaction and, companies, 149 9, 12–13, 14, 15 148–160 in reputation management, Conversation top domains, 173 social-media-based, 148 130–131 Converseon, 10, 110, 173–174, ‘‘Customer champions,’’ in social social media listening data and, 229, 230, 253 media, 231–232 190 Copyright infringement, in Scrabble Customer communities, improving in social media listening’s case study, 146–147 competitiveness via, 105 future, 191–192 Core brand Customer data, in discovering new in strategic competition, challenges to, 146–147 customers, 51–52 138–146 in strategic competition, 139 Customer dissatisfaction sustainability and, 136–137 used-desired features in, 79–81 in reputation management, using Web sites to find, 78 Core customers, in rebranding and 131–132 want lists from, 61 repositioning, 120–122 verifying solutions to problems Customer satisfaction Corporate silos, in increasing of, 159–160 customer care and, 148–160 sales, 88 Customer expectations, managing, in increasing sales, 89 Cost advantages, in listening 157–159 verifying problem solutions in, research, 6 Customer feedback systems, 16 159–160 Costco Customer impacts, in increasing Customer service case study of, 177–178 product loyalty, 110 key performance indicators share of voice versus share of Customer innovations, for and, 12 market for, 176–177 Twitter, 79–80 mental models and, 233, 234 Cost-efficiency gains, 12 Customer language, using in monitoring tools for, 19 Costs, in creating resonant messages, 71–72 Customer service representatives, messages, 72 Customer mind-sets, in managing expectations, Cotignola, Frank 140 understanding, 35–46 157–159 CoTweet, 240 Customer passion/advocacy, as Customer support, in customer Council for Research Excellence affecting conversation, care and satisfaction, 151 (CRE), 225 177–178 Cut Red Potatoes, 95 Coupons, in food-shopper Customer profiling, listening CyberAlert, 244 mind-set, 42–43 and, 3 Cycle times, 12 BINDEX 02/28/2011 23:47:48 Page 287

Index 287

Cymfony. See TNS Cymfony culture and, 199 Early market shifts, listening CyWorld, 16 neo-tribes and, 203, 205 and, 3 in rethinking media, marketing, ‘‘Earned’’ media, 223, 224, DailyRT, 240 and advertising, 221, 225 225–226 Dante’s Inferno, 197 social media listening in rethinking media, marketing, Dashboard, 274 and, 167 and advertising, 220–221 Dashboard displays, in monitoring Destination Web, in rethinking word-of-mouth marketing and, tools, 19 media, marketing, and 227–228 Dashboards, 230 advertising, 222 EA Sports, 126. See also Data. See also Information entries Detractors, word-of-mouth Electronic in changing research paradigm/ marketing and, 227 Arts (EA) approach, 207, 208, Developing messages, listening case study of, 133–134 211–213, 217–218 and, 4 E-business, 231 competitor risk and, 145 Development costs, in creating Ecolytes, 203–204 in discovering new customers, resonant messages, 72 Econometric modeling, 189 51–52 Dialogues, in rethinking media, Economizing, in food-shopper in increasing sales, 88 marketing, and advertising, mind-set, 42–44 in listening research, 6 222. See also Conversations Economy in market-share achievement, Digg, 16, 274 questions about, 11 179 as listening solution, 18 running financial institutions in monitoring tools, 19 Digital ethnography, 199, 201. and, 40–41 in product line extension, See also Netnography Super Bowl commercials and, 108–109 in listening research, 6 196–197 quality of, 24–25 Digital media, in changing Edelman Digital, 125 in reputation management, research paradigm/approach, Editorial content, in new idea fine 128–130 211–213 tuning, 66–67 social media listening, 190 DigitalMR, 254 Education, in changing research in social media listening’s Digital usage, gender, paradigm/approach, 217 future, 191–192 multicultural, and LGBT Eldercare, 45 social TV ratings and, 167 listening and, 170 Elderly persons, caregivers for, in spreadsheets, 189 Digital video recorders (DVRs), 163 44–45 in strategic competition, 138 Direct engagement Electronic Arts (EA), 197. See also strategies for analyzing, in customer care and EA Sports 25–28 satisfaction, 150 in Scrabble case study, 146 timeliness and accuracy of, in sales strategies, 189 Eliason, Frank, 158, 159 184–185 Direct-mail retailing, 53–54 eMarketer, 73–74 visualizing, 218 DirectToDell, 131 Emotion(s) Data analysis Discovering brand attributes, as affecting conversation, 179 in discovering new listening and, 4 culture and, 199 customers, 48 Discovering new customers, human behavior and, 196 in social media listening 47–54 in increasing sales, 98 programs, 6–7 Discovery, listening and, 194 language and, 196 Data cleaning/cleansing, 274 Discussions, in product/service in rebranding and repositioning, Data collection, assuring accuracy improvement, 76–77 116–118 of, 25 Discussion threads, in creating in sales strategies, 189 Data integration, 274 resonant messages, 72 ‘‘Emotional journey,’’ in food- Data quality, in changing research Disengagement, emotions in, 196 shopper mind-set, 43 paradigm/approach, 211–213 Dissatisfaction, in reputation Empire and Communications Data sources, in reputation management, 131–132. (Innis), 97 management, 125–126 See also Customer End users, in changing research Data structure, 274 dissatisfaction paradigm/approach, 212 Day traders, 200, 201, 202 Distribution, in product/service Energy, foods that restore, Deduction, in changing research improvement, 83 60–61 paradigm/approach, 209–210 Diversity, gender, multicultural, Engagement, 274–275 Deen, Paula, 103 and LGBT listening and, as affecting conversation, 178 Delicious, as listening solution, 18 170–171 in changing research paradigm/ Delicious Web site, 274 Domain name, 274 approach, 216–217 Dell, 124 Donation, in food-shopper creating resonant messages for, case study of, 131–132 mind-set, 42 68–75 IdeaStorm and, 31, 131 Dove culture and, 199 Dell, Michael, 131 case study of, 118–120 in customer care and ‘‘Dell Hell’’ period, 11, 31, 124, rebranding and repositioning satisfaction, 150, 154–157 131–132 by, 113 of customers about passions, Demographics. See also Dove.com, 119–120 95–97 Ethnography; Netnography Dove Self-Esteem Fund, 119, 120 in EA Sports case study, 134 in changing research paradigm/ Drill-down capabilities, in emotions in, 196 approach, 210 monitoring tools, 19 in Gatorade ads, 74–75 BINDEX 02/28/2011 23:47:48 Page 288

288 Index

improving competitiveness via, marketing, and advertising, Filtering spam, 25 100–101, 105 220 Filters, 275 in increasing sales, 86–87, Exploration tactic, 37 in monitoring tools, 19 95–97 to determine consumer Financial analysis, in customer mental models and, 233, 234 mind-sets, 36, 44–45 care and satisfaction, 150 monitoring tools for, 19 Eye tracking, 196 Financial institutions, running, new product development 40–41 and, 56 Facebook, xi, 13, 16, 139, 275 Financial issues, questions about, 11 persuasion versus, 216 in Advil/Tylenol case study, 143 Financial results, in increasing in reputation management, 126, in American Telephone and product loyalty, 110 135–137 Telegraph case study, 158 Findability, 275 in sales strategies, 189 Costco on, 178 Findability problem, in Ore-Ida word-of-mouth marketing and, culture and, 201 case study, 94, 95 226, 227 customer care and satisfaction Fine tuning, of new products, Engelbart, Christina, 43 via, 148, 150 56–57, 65–67 Enterprises, 275 in Dove case study, 118 Fixed broadband, 173 social media and, 231 in improving competitiveness, Flash drivers, 203 Enterprise value creation, in social 105 ‘‘Flavor creator’’ project, 56 media listening, 232–235 as listening solution, 18 ‘‘Flavor creator’’ tool, 64 Entity, 275 marketing Hennessy Cognac Flexibility, in listening research, 5 Entity analysis, 275 and, 51 Flickr, 13, 16, 275 Entity extraction, 275 media and marketing and, 220 Focus Entrepreneurs in Naked Wines case study, in changing research paradigm/ in Bacon Salt case study, 156, 157 approach, 210–211 57–59 in Nestle case study, 135–136 on culture, 191–192, 199–206 new product development in Old Spice case study, 102 in source vetting, 14 and, 55 in product/service improvement, text analysis and, 21 Entry, 275 77 Focus groups Environment, listening in, in rethinking media, marketing, listening and, 232–233 194–195 and advertising, 222–223 mental models and, 233 Environmental issues, in in sales forecasting, 183 in product line extension, 107 reputation management, in Scrabble case study, 146 in product positioning, 143 135–137 television and, 163–164 in rethinking media, marketing, ePoll, 51 in True Citrus case study, 83 and advertising, 226 Esch, Justin, 57, 58 Vitaminwater Connect and, 64 Food and Drug Administration ESPN, 178, 207–208, 211, 213 word-of-mouth marketing and, (FDA), 144 case study of, 106–107 227 Food context, in rebranding and ESPN Searches, 238 Face-to-face meeting, 275 repositioning, 115 Ethics, in customer care and Fader, Peter, in Scrabble case Food donation, in food-shopper satisfaction, 150, 154–157 study, 146 mind-set, 42 Ethnography. See also Fan Council, NASCAR Food Network, 103 Demographics; Netnography improvements from, 81 Food shoppers, mind-set of, 41–44 digital, 199, 201 Fan pages, 275 Food trends project, 35–36 in listening research, 6 in rethinking media, marketing, Footprint, of sources, 13, 14 Etiquette, 157 and advertising, 222–223 Foresight, in reputation Evaluating brand attributes, Favorable reviews, 187 management, 126–127 listening and, 4 Federal Aviation Administration Forest Trust, in Nestle case study, Evaluation (FAA), 129 136 in listening, 7 Feed, 275 Forums, xi, 275 of listening initiative, 24, 29 Feedback media and marketing and, 220 of social media listening in changing research paradigm/ ‘‘Four P’s’’ (product, price, programs, 6–7 approach, 217 promotion, place), 26–27 in strategic competition, 139 consumer trials and, 90–91 Frameworks, new product Evans, R. Scott, 15 in increasing sales, 86 development and, 56 on changing research paradigm/ in rethinking media, marketing, Framing approach, 208, 213–215 and advertising, 224–225 in listening research, 5, 27 Event blog, 275 in reviews, 186 in rebranding and repositioning, evolve24, 254 for rollouts, 93–95 113, 118–120 eWatch, 246 Feedback systems, 16 French Cognac case, 48. See also Excellence, social media and, 232 Feed reader, 275 Hennessy Cognac Execution, social media and, 231 Fiat MIO, 56, 57, 78 Freshness, of Web site content, Executives, social media and, case study of, 10, 61–64 78–79 231–232 Fielding, Richard, on rethinking Friedman, Larry, 179 Expectations, of social media, media, marketing, and Friend, 275 230–231 advertising, 220, 221–223 Friend list, 275 Experience-driven conversations, Fielding research, 24–25 Full service listening platform in rethinking media, ‘‘Field’’ research, in listening, 7 vendors, 237, 252–257 BINDEX 02/28/2011 23:47:48 Page 289

Index 289

Engagement (Continued) Golf, case study of, 234–235 Helpful reviews, 186, 187 Full-service vendors Goodwill, in managing in sales strategies, 189, 190 in listening, 7 expectations, 157–158 Hennessy Cognac, 5, 12, 48, 49, as listening solutions, 17, 23 Google, 12, 17, 240, 275 101, 171, 193 Fundamental level as listening solution, 18, 19 case study of, 49–51, 169–170 in product/service improvement, predicting sales and, 182 174–175 76–84, 91, 128–130, 133– in reputation management, Hessan, Diane, 159 134, 146–147, 156, 159–160 131, 132 Hess, Mike, on rethinking media, in social media listening, 34, 40, searches analyzed, 38 marketing, and advertising, 51, 59, 71, 80, 84, 91, 132, television and, 163–164 220–221, 223–226 133, 134, 147, 156, 160 Google Alerts, 132, 238 Hewlett-Packard (HP) Labs, on Fusion razor, 26, 69 Google Insight, 38 sales forecasting, 183–184 case study of, 72–73 Google Insights for Search, 189, Hexagon, 249. See also Crimson Future 238 Hexagon of biometric research, 197–198, data from, 184 High-definition television 208–211 in Kraft Foods case study, (HDTV), 178 of listening, 216–219 141–142 High-definition television through listening organizations in, Google services, 238–239 broadband, 173–174 229–235 Google Trends, ix, 38, 39, 238, HiS (Hispanic) sites, gender, of marketing research, 211–213 239 multicultural, and LGBT of media, marketing, and data from, 184–185 listening and, 170 advertising, 221–223 Granularity, in rethinking media, Historical data, in listening mental models and, 233–235 marketing, and advertising, research, 6 of social media listening, 224 Hitwise, 129 191–192 Great recession H.J. Heinz Co., 94, 95 social media listening to predict, consumer reactions to, 38, 39, 40 ‘‘Hockey stick’’ growth, 181–190 food-shopper mind-set and, rethinking media, marketing, FX network, in Hulu case study, 41–44 and advertising and, 221 133 running financial institutions Hollywood Stock Exchange during, 40–41 (HSX), tweet rate Gamers, in EA Sports case study, Super Bowl commercials and, versus, 184 196–197 Home gardens, in food-shopper 134  Gardening, in food-shopper mind- Greenpeace, in Nestle case study, mind-set, 42, 43 set, 42, 43 135–136 Home-in tactic, 37 Gatorade, 5, 70, 73, 116 Grimes, Seth, 21 Home storage solutions, case study of, 74–75 Groundswell, 275 71–72 Gaylord Hotels, 21 Group, 275 hootsuite 2.0, 240 Gender, in discovering new Growth over time, 99–100 Hot button terms, in sales customers, 51 Gruhl, Dan, on using online strategies, 189 Gender listening, 169, 170–171 postings to predict Household product, case study of, General search engines sales, 182 145 as listening solutions, 17, 18 Gypsy tool, 108 HP Labs, on sales forecasting, vendors of, 237–239 183–184 General Sentiment, 244 Hammer, Michael, 231 Hsieh, Tony, 146 Generational differences Handy, Charles, 211 Hulu, 126 gender, multicultural, and Haney, Hank, 235 case study of, 133 LGBT listening and, 170 Harmon, Butch, 235 Hummer, 195 in rebranding and repositioning, Harrah’s Casino, case study of, 116 68–69, 70–71 IBM social media listening and, 167 Harris Interactive, 254–255 as listening organization, Generic brand names, problems Harty, Jason, 91 229 with retrieving, 20 on changing research paradigm/ on using online postings to Giga Alert, 244 approach, 207 predict sales, 182 Gillette, 26, 69 on social media listening, 65 IBOPE ZOGBY case study of, 72–73 Hasbro, 5, 20, 125, 126 International, 203 Globalization, 135 case study of, 127–128 IceRocket, 241 Glossary, 273–279 in Scrabble case study, Ideas Goals. See also Market goals 146–147 combining to address consumer in customer care and Hashtag, 275–276 perception, 72–73 satisfaction, 149–151 Hayabusa.org, 52. See also Suzuki in creating resonant messages, in market-share achievement, 179 Hayabusa 69 of rebranding and repositioning, Health context, in rebranding and measuring value of, 56 112 repositioning, 115 in product/service improvement, social media and, 232 Heath, Chip, on changing research 77 God Squad, 204 paradigm/approach, 218 IdeaStorm, 31 ‘‘Going live,’’ with listening Heath, Dan, on changing research Identifying threats to reputation, program, 25 paradigm/approach, 218 listening and, 4 BINDEX 02/28/2011 23:47:48 Page 290

290 Index

Impact(s) Insight(s) in increasing product loyalty, in changing research paradigm/ in changing research paradigm/ 110 approach, 210 approach, 207, 208, 210, neo-tribes and, 203–206 of social media research, 37 213–214 television on, 163–164 Improvement, of products and competitor risk and, 145 Internet searches, 37–38 services, 76–84 culture and, 199 Internet services, questions Inclusive listening, 174 in customer care and satisfaction, about, 11 Industry Leader Forums, 258 151 Interviews, for sales forecasting, Infegy Social Radar, 245 deepening, 191–192 181 Influence effective communication of, Investments, social media and, challenging conventional 218–219 232 wisdom about, 189–190 on food-shopper mind-set, 43–44 iPad,inAmazonKindle in changing research paradigm/ improving competitiveness via, case study, 144 approach, 213, 214–215 105 IPA/Nielsen, on share of voice in increasing sales, 87 key performance indicators versus share of market, in market-share achievement, and, 12 176–177. See also Nielsen 179 in market-share achievement, entries passage of time as diminishing, 179 iPhone, 149, 172 188 in new product co-creation, 63 in American Telephone and ‘‘Influencer’’ programs, 98 from new products, 57 Telegraph case study, 158 improving competitiveness via, from Ore-Ida case study, 94–95 iPhone 4, case study of, 130–131 105 in product line extension, iPhone 4 antenna gate, 18 Influencers, 276 108–109 Issues influencing, 97–98 in product/service improvement, in increasing sales, 86 word-of-mouth marketing and, 77, 84 in product/service improvement, 227 relevancy of, 15 77 Infomercials, improving in reputation management, in reputation management, 125, competitiveness via, 108 129–130, 133 135–137 Information. See also Data entries in sensing change to compete in in social media listening, 59–60 in changing research paradigm/ the present, 99–100 IT buyers, in increasing sales, 90 approach, 210, 212, from Silk case study, 93 Itracks, 245 216, 217 from social media listening, 32, IT-related enterprises, in CDW mental models and, 234 35–36 case study, 89, 90 Information flow, in rethinking in social media listening’s It’s Always Sunny in Philadelphia, media, marketing, and future, 191–192 133 advertising, 226 Insight integration, in changing iVillage.com, 69 Information overload, in research paradigm/approach, rethinking media, 215 J&D Bacon Salt case, 9 marketing, and advertising, Insight sharing, in increasing sales, Japanese motorcycle case, 48 225–226 88 J.D. Power and Associates Web Information processing, 16 InSites Consulting, 255–256 Intelligence, 27, 60, 115, Information technology (IT), Inspiration, in changing research 145, 255 listening and, x paradigm/approach, 209, JetBlue, 31, 150 Infrastructure, in American 211, 216–219 case study of, 12, 151–154, Telephone and Telegraph Instant messaging (IM), 25, 276 154–156 case study, 158 Institute for the Future, 99 Jive Software, 251 Initiatives, 15 Integration, in social media, 231 Jobs, Steve, 130 key performance indicators Interaction, culture and, 199 Johansen, Bob, 99 and, 12 Interest-based sites, for gender, Johnson, William, 95 In-market products, stimulating multicultural, and LGBT Johnston, Morgan, 155 product trials for, 90–93 listening, 170–171 in JetBlue case study, 151 Innerscope Research, Inc., 178, Intermediate level, in social media Journal of Advertising Research, 195–198 listening, 34, 44, 51, 52, 61, 258 Innis, Harold, 97 64, 72–74, 82, 93, 95, 97, Judgment, listening-based Innovation(s), 55–67 102, 106, 109, 110, 111, 118, targeting strategies and, in changing research paradigm/ 126, 128, 130, 131, 136, 142, 174–175 approach, 209–210 144, 145, 154, 156, 159 consumer trials and, 91 Intermix, 202 in line extension, 107–109 Internal champions, 10 Kantar Media Company, 220, listening and, 3 social media and, 231–232 221, 222, 254 in listening-led marketing and International Automobile Fair, 62 Kanter, Beth, on listening media, 161–162 Internet. See also Net entries; organization, 9–10 in listening research, 6 Online entries; Web entries Keller, Ed, 171, 172 in listening solutions, 16–17 advertising spending on, 74 Keller Fay Group, 255–256 by NASCAR, 81 in American Telephone and on share of voice versus share of with Twitter, 79–80 Telegraph case study, 158 market, 176 INS, 179 culture and, 200–202 Keller Fay Talk Track, 178 BINDEX 02/28/2011 23:47:48 Page 291

Index 291

Kellogg’s, 91 Lexalytics, 249 in rethinking media, marketing, Keurig, 138 Lexicons, in creating resonant and advertising, 220–228 in Kraft Foods case study, messages, 72 to search engines, 38 140–142 Lexus automobiles, 172 sensing change via, 99–111 Key, Rob, 173–174 LGBT (lesbian, gay, bisexual, to signals, 194–195 Key business objectives, via social transsexual) listening, 169, steps to, xii, 1–8 media listening, 31–34 170–171 synthesis, simplification, and Key measures, for listening, 7 Lifestreaming, 276 clarification in, 217–218 Key performance indicators Lifestreams, 200–202 this book and, xii–xiii (KPIs), 7, 9, 12, 15 Lifestyle(s) timeliness of, xi in reporting research, 29 gender, multicultural, and Listening-based sales predictions, Keywords, in sales strategies, 189 LGBT listening and, 170 162, 181–190 Kilar, Jason, 133 social media listening in, 167 Listening-based targeting, 161, Killer insight, in changing research Light purchasers, listening to, 169–175 paradigm/approach, 208 53–54 behavioral listening in, Kindle, 139 Line expansion, improving 169–170 case study of, 144–145 competitiveness via, emerging strategies for, Kirkland brand, 178. See also 109–110 174–175 Costco Line extensions gender, multicultural, and Kit Kat candy bar, in Nestle case improving competitiveness via, LGBT listening in, 169, study, 135–136 107–109 170–171 ‘‘Knit-alongs,’’ 110, 111 in product/service improvement, language-in-context listening in, Knowledge, monopolies of, 97 83 169, 172–174 Knowledge Center at ARF, great LinkedIn, 17 offline conversation listening in, recession and, 38, 39 in sales forecasting, 183 169, 171–172 Kozinets, Robert V., on word-of-mouth marketing and, Listening data netnography, 199, 200–202 228 in changing research paradigm/ Kraft Foods, 26–27, 37, 76, 100, Linking, of Web sites, 170 approach, 207 138 Lion Brand Yarn, 100 social TV ratings and, 167 case study of, 103–104, case study of, 110–111 Listening initiatives, 7, 15 140–142 Listen-engage cycle, new product evaluating, 24, 29 food-shopper mind-set and, development and, 56 offline conversations in 42–44 Listeners, centralized, 9 planning, 171–172 Listening, ix, x, 276 Listening insights Label design, Vitaminwater, 64 in brand backyard, 103–104 key performance indicators Ladies’ Home Journal (LHJ), 22 in changing research paradigm/ and, 12 case study of, 120–122 approach, 209–210 Listening-led advertising/ rebranding and repositioning choosing where, 13 marketing, 31–34 by, 113 complexity created by, Listening-led improvements, 77 Lang, Kimberly, 95 216–217 Listening-led marketing, 2 Language in consumer backyard, 104–106 innovations in, 161–162 in changing research paradigm/ in creating resonant messages, Listening-led media, innovations approach, 208, 213, 214 68–69 in, 161–162 in context, 169, 172–174 culture and, 200–202 Listening levels, 34, 40–41, 276 emotions and, 196 defined, 1–2 Listening methods, gender, multicultural, and as emerging discipline, xi–xii conversational, 16 LGBT listening and, 170 five principles for successful, 10 Listening organizations, 10 in messaging, 71–72 future applications becoming, 192, 229–235 in positioning/repositioning, related to, xii Listening-oriented researchers, 15 114–118 gaining business advantage via, Listening platform vendors, 237, of rebranding and repositioning, xi–xiii 252–257 112 in increasing sales, 87–88 as listening solutions, 17, 23 Language innovation, 25 to light purchasers, 53–54 Listening professionals, in Lapsed users marketing and advertising and, changing research paradigm/ in creating resonant xii approach, 207 messages, 69 media innovations and, xii Listening programs, regaining, 48 mental models for, 229–230, implementing, ix Las Vegas, 68, 70 233–235 Listening requirements Lead-and-lag relationships, 189 new frontiers in, 191–192 matching listening platform Leadbetter, David, 235 principles for, 7 vendors to, 23 Leadership, in increasing sales, privacy and, 13 matching search engines to, 86, 89 reacting versus, 195 18–19 Lefkow, Dave, 57, 58 in rebranding and repositioning, Listening research, 4–5, 6–7. Left Behinds, 205 112–123 See also Social research Lego, as listening organization, reputation management via, benefits of, 5–6 229 124–137 characteristics of, 10 Letters to the editor, 16 as research technique, xii formulating questions in, 10–11 BINDEX 02/28/2011 23:47:48 Page 292

292 Index

Listening research (Continued) key performance indicators Measures improving competitiveness and, 12 for listening, 7 via, 105 listening and, ix, xii, xiii for social television, 161, principles for effective, 7 listening-based targeting 163–168 in product line extension, strategies in, 174 Media. See also Social media 108–109 listening-led, 2, 31–34, 161–162 entries Listening solutions, 16–23 in product/service improvement, biometric research and, 198 described, 16–17 76–84 future of, 220–228 five types of, 17–23 rethinking, 220–228 rethinking, 220–228 Listening team, 10 social media listening in, 167 in social media listening’s Listening technologies, in in social media listening’s future, 191–192, 220–228 changing research paradigm/ future, 191–192, 220–228 social ratings for all, 167 approach, 216–219 tuning to meet consumer Media buys, social TV ratings and, Listening tools, 7 interests, 81–82 167 Listening vendors, 237, 252–257 word-of-mouth, 226–228 Media-content analysis, 16 Listening Workshop, ix word-of-mouth advertising Media context, as affecting Lists (Twitter product), case study and, 97 conversation, 178 of, 79–81 Marketing communications, as Media innovations, listening and, Living labs, 22 affecting conversation levels, xii, 161–162 Loyalty, improving 178 Media monitoring, 276 competitiveness via, 110–111 Marketing programs, improving as listening solution, 17, 19–20 Lubricant WD-40, case study of, competitiveness via, 100 Media patterns, in increasing 109 Marketing research, in changing product loyalty, 110 Luddites, 204 research paradigm/approach, Media placement, in rethinking Lurker, 276 212 media, marketing, and Lynn, Michelle, on rethinking Market interest advertising, 220, 221, media, marketing, and gauging, 57–59 222–223 advertising, 220–221, in new products, 55 Media planning, social TV ratings 223–226 Market-mix models, for sales and, 166–167 forecasting, 181 Media relevance, improving M16, 51 Marketplace analysis, in customer competitiveness and, 105 Machine translation, in changing care and satisfaction, 151 Media research, changing research research paradigm/approach, Market research paradigm/approach in, 213 214 changing paradigm/approach Media targeting, social TV ratings Made to Stick: Why Some Ideas to, 216–219 and, 166–167 Survive and Others Die (C. listening-based sales prediction Media universe, 276 Heath & D. Heath), 218 and, 181–190 Meltwater Group, 245 Maestro Platform, 254 mental models and, 234 Memes, 276 Management, sharing sales Market research projects, in social in changing research paradigm/ predictions with, 190 media listening, 232–235 approach, 214–215 Managing expectations, Markets, mosaic nature of, 37 in rethinking media, marketing, 157–159 Market share and advertising, 223 Managing reputation, 124–137 conversational-voice share Memory, passage of time and, 188 Managing research, 6–7 versus, 161–162, 176–180 Men’s Health Month, 82 Map-and-gap analysis, in strategic emerging plays for achieving, Mental barriers, 235 competition, 139 179 Mental models Marci, Carl D., 2, 193 Market shifts, listening and, 3 five aspects of, 233–234 on biometric signals, 195–198 MarketTools, 251 for listening, 229–230, 233–235 on emotional engagement, 178 Marriott, Lynn, 235 in social media listening’s Marketer-controlled advertising, Mats, Larissa, 43 future, 192 in rethinking media, Mattel, in Scrabble case study, Meredith Corporation, 22, 57 marketing, and advertising, 146–147 case study of, 120–122 220 ‘‘MC Battle,’’ 52 in new idea fine tuning, 65–67 Market goals, achieving a share McDonald, Bob, on social issues, rebranding and repositioning of, 161–162, 176–180 136–137 by, 113 Marketing McPike, Shawn, 158 Meredith Research Solutions, 66, biometric research in, 195–198 MD Anderson Cancer Center, 77 208, 216. See also Research in changing research paradigm/ case study of, 81–82 Services group approach, 211–213, 216 Meal planning, in food-shopper Message board, 276 competitor risk and, 145 mind-set, 42, 43 Message creation/development, consumer trials and, 91–92 Meaning, in rebranding and listening and, 4 effective listening and, ix repositioning, 115 Message length, in creating future of, 220–228 Measurement resonant messages, 69 improving competitiveness via, in changing research paradigm/ Messages 104–106 approach, 211–213, 214 in changing research paradigm/ innovations in listening-led, of online advocacy, 185 approach, 210, 215 161–162 social media and, 230 creating resonant, 68–75 BINDEX 02/28/2011 23:47:48 Page 293

Index 293

improving competitiveness in creating resonant messages, on rethinking media, marketing, via, 105 68–70, 73–75 and advertising, 220, in rethinking media, marketing, Monitoring tools, 7 221–223 and advertising, 220–221, as listening solution, 19 Negative feelings, taking into 223 Monopolies, of knowledge, 97 account, 28 in sales strategies, 189 Monthly reports, timeliness and Negative postings, 27 social TV ratings and, 166–167 accuracy of, 184 Negative reviews, 187 using customer language in, Moral identity, of caregivers, 45 challenging conventional 71–72 Motivation, culture and, 201–202 wisdom about, 189–190 Message strategy, questions MotiveQuest, 95–97, 256 passage of time as diminishing, related to, 11 online advocacy measures from, 188 Messaging 185 Negative sentiment for caregivers, 45 Motrin Moms, 5 in reputation management, in MINI case study, 96–97 Movies 133–134 Metadata, 276 forecasting attendance at, in sales forecasting, 183–184 Methodology, in changing 183–184 Negative word of mouth, 227 research paradigm/approach, influence of reviews on, Neo-tribal analytics, 205–206 213–214, 217 187–188 Neo-tribes, 199, 203–206 ‘‘Me Time’’ products, 60 Movie studios, word-of-mouth Nestle, 126 Microblogging, 276 advertising and, 97–98 case study of, 135–136 Microsoft, 208, 213 Moyer, Brian, 81 NetBase, 245 searches analyzed, 38 Mueller, Jon, 73 in Kraft Foods case study, 141 Mind-sets, 57 Multicultural listening, 169, NetBiz, in Dell case study, competitor risk and, 145 170–171 131–132 of credit-card holders, 36, 37, Multimedia, 276 Netnography, 201–202, 276 40–41 Multiple uses, improving in changing research paradigm/ of food shoppers, 42–44 competitiveness via, 109–110 approach, 210 listening and, 2–4 Multiway listening, 234 culture and, 199, 200–202 mental models and, 233 Mustafa, Isaiah, 102 in listening research, 6 in new product co-creation, 63 ‘‘My Dell Hell,’’ 11, 31, 124, Net Promoter Score, 185 new product ideas from, 59–61 131–132 Networked Insights, 53, 54, 181, questions related to, 11 MySpace, 276 220, 221, 222, 249 in rebranding and repositioning, in Advil/Tylenol case Networks, 276 112 study, 143 Network television, 163 social media listening in, 167 in gauging market interest, 58 Network television shows, top 20 in strategic competition, 139–140 in reputation by social rating, 166 understanding consumer, 35–46 management, 129 Neutral feelings, taking into MINI in rethinking media, marketing, account, 28 case study of, 95–97, 185 and advertising, 225 ‘‘Never Ending Friending’’ study, increasing sales of, 86–87 television and, 164 225 MIO project. See Fiat MIO MyStarbucksIdea.com, 56, 61 New Agers, 205 Mission Control Center, New customers Gatorade, 74 Naked Wines, 150 attracting, 120–122 Mission Driven, the, 204 case study of, 156, 157 discovering, 47–54 MixingBowl.com, 57, 65–67, Napkin Labs, 109 New formats, in product/service 121, 122 Narrow questions,11 improvement, 83 Mobile broadband, 173 NASCAR, 22, 26, 77, 79 New product features, improving Mobile phone companies, 69 case study of, 81 competitiveness via, 106–107 case study of, 74 Nationalism, neo-tribes and, 203 New products, 55–67 Mobiles, 204 Naturalistic settings, artificial designing to consumer- Models settings versus, 217 generated requirements, in market-share achievement, 179 Natural language processing 61–65 search trends and, 184–185 (NLP), in changing research market interest in, 55 Modern Mommyhood, 94. paradigm/approach, 214 stimulating product trials for, See also ‘‘Mommy blogger’’ Near-real-time engagement, in 90–93 Web sites; Mommy blogs; customer care and News reader, 276 Motrin Moms satisfaction, 151–154 New uses, improving Modifications, in product/service Near-term future, social media competitiveness via, 102–103 improvement, 84 listening to predict, 181–190 New York City, 174 ‘‘Mommy blogger’’ Web sites, 69, Needs, in product/service Nielsen, 239–240, 256 71–72. See also Modern improvement, 76, 77 on share of voice versus share of Mommyhood Need state, in social media market, 176, 177 Mommy blogs, 200, 201, 202 listening, 59–60 Nielsen Online, on customer Monitoring, 5. See also Social Need state analysis, 60–61 passion/advocacy, 177–178 media monitoring Neely, Dan, 54 Nielsen ratings, social TV ratings in changing research paradigm/ on listening-based sales versus, 165, 166 approach, 213–214, 215 prediction, 181 Nifty Thrifty, 94 BINDEX 02/28/2011 23:47:48 Page 294

294 Index

Nillsson, Pia, 235 Open-mindedness, in changing in changing research paradigm/ NM Incite, 256 research paradigm/approach, approach, 217 Nonconventional users, 48 211 in rethinking media, marketing, Nonverbal information, mental Openness, in customer care and and advertising, 222 models and, 234 satisfaction, 150, 154–157 Partnerships, in rethinking media, Nordstrom, 150 Operational issues, in increasing marketing, and advertising, Nouveau Luddites, 204 sales, 86 222 OpinionLab, 245–246 Passage of time, for product Objectives Opinion Observer, 244 reviews, 188. See also business, 9, 10–11, 31–34 Opportunities. See also SWOT Timeliness for listening, 9, 10–11, 15 (strengths, weaknesses, Passenger, 251 social media and, 232 opportunities, threats) Passion Objectivity, of reviews, 186 analysis of advocates, 185 Observation, in changing research in changing research paradigm/ as affecting conversation, paradigm/approach, 209–210 approach, 209 177–178 O’Brien, Tom in creating resonant messages, in increasing sales, 86–87, on brand-name tracking, 20 69–70 95–97 on research via social media exploiting, 74–75 in rebranding and repositioning, listening, 4–5 finding competitive, 138 116–118 Offline, 276 in listening research, 6 Penn, Schoen & Berland, on Offline conversation listening, in reputation management, 130 increasing sales, 87 169, 171–172 Optimization, in changing People, listening to, xi, 1–2, Offline conversations, word-of- research paradigm/approach, 2–4 mouth marketing and, 228 214–215 People-centricity, listening and, x Offline strategies, in market-share Ore-Ida People-led rebranding/ achievement, 179 case study of, 94–95 repositioning, 112–123 Ogilvy, 70 increasing sales of, 86 People’s Network, 226–228, Old Spice, 100, 101 Organization, for listening, 7, 277 case study of, 101–102 9–10, 15. See also People’s positioning, in strategic Old Spice Body Wash, 99 Organizations competition, 139 Omniture, 248 Organizations. See also Companies ‘‘People’s words,’’ expressing Onalytica, 257 brand-name tracking by, 20 positioning in, 114–118 On-demand television, 163 in changing research paradigm/ People targeting/segmentation, OneRiot, 241–242 approach, 210, 211–213 listening and, 3 Online, 276 key performance indicators PepsiCo, 75, 116 Online advocacy, for sales and, 12 Perception, combining ideas to forecasting, 182, 185 listening, 10, 229–235 address, 72–73 Online behaviors, in changing reporting listening research to, Perception of quality, reviews and, research paradigm/approach, 28–29 187 215 in reputation management, Perceptual mapping, in product Online communities, 274, 276 127 positioning, 143 improving competitiveness via, social media listening data and, Performance, key performance 105 190 indicators and, 12 as listening solutions, 22–23 in social media listening’s Permission, in customer care and Online conversations/discussions, future, 191–192, 229–235 satisfaction, 150 172 Orkut, 16 Persistent search, 277. See also in predicting sales, 182–183 Out-of-Boxers, 205 Standing search word-of-mouth marketing and, Outreach, monitoring tools for, 19 Personal cars, creating, 61–64 228 Outsourcing, improving Personal influence, in increasing Online engagement, improving competitiveness via, sales, 87 competitiveness via, 105 109–110 Personalization, in increasing Online experiences, culture and, Owned media, 223, 224, sales, 87–88 200–202 225–226 Personalized TV programming, Online post volumes, in predicting Ownership, of social media, 230 163 sales, 182–183 Personas, in creating resonant Online Promoter Score, 96–97, 185 Packaging messages, 72 Online sources, 13 in Ore-Ida case study, 94 Persuasion, engagement versus, Online stores, in product/service in product/service improvement, 216 improvement, 83 83 Philadelphia (Philly) Cream Online strategies, in market-share in rebranding and repositioning, Cheese, case study of, achievement, 179 116–118 103–104 Online television, 163 Page, 277 Photo sharing, 16 Online video, broadcast television Palm oil, in Nestle case study, Phrase, 277 versus, 163 135–136 Pivotal insights, in sensing change Open-ended conversations, in Parents, 120, 121 to compete in the present, rethinking media, marketing, Paris Las Vegas hotel, 70 99–100 and advertising, 220 Participation PlaneBuzz blog, 129 BINDEX 02/28/2011 23:47:48 Page 295

Index 295

Planning Price, finding ways to improve, 26 rebranding and repositioning, of data analysis, 26 Privacy, listening and, 13 112–123 in market-share achievement, Privacy settings, 277 rollouts of, 93–95 179 Private communities. See also stimulating product trials for, social media and, 230 Private online community 90–93 of social media listening in CDW case study, 88–90 Product safety, in reputation programs, 6–7 as listening solutions, 17, management, 127–128 social TV ratings and, 166–167 22–23 Product threats, in reputation Plummer, Joe, 44, 199 in product improvement, 26 management, 127–128 on neo-tribes, 203–206 Private online community Profile, 277 Podcast, 277 vendors, 250–252 Profile analysis, new product Polarity of sentiment, in sales Private online community, 277 development and, 55 forecasting, 183–184 PR Newswire eWatch, 246 Profiling, listening and, 3 Politics, neo-tribes and, 203–204 Proactiveness, in reputation Profit, in running financial Polling data, neo-tribal analytics management, 127 institutions, 40–41 and, 206 Problem detection, listening Profitability enhancement, 12 Popularity and, 3 Program creators, for television, in product/service improvement, Processing routines, performance 164 77 of, 25 Programs, social TV ratings of, social TV ratings to measure, Procter & Gamble (P&G), 72, 73, 165–166 165 77 Project focus, text analysis and, 21 Portland radio station, case study in case study, 78–79 Projects, in changing research of, 156 in Old Spice case study, paradigm/approach, Positioning, 112. See also Product 101–102 210–211 positioning; Repositioning social issues and, 136–137 Promotion, improving expressing in ‘‘people’s words,’’ Product awareness, reviews and, competitiveness in, 103–104 114–118 187 Promotion programs, improving finding ways to improve, 26 Product categories competitiveness via, 100 in reputation management, 125 for caregivers, 45 Proof of purchase, 159–160 in strategic competition, 139, in increasing sales, 87 Properties, 277 142–144 in listening-based sales in rethinking media, marketing, Positive feelings, taking into prediction, 181 and advertising, 221 account, 28 Product-centered strategy, in Propper, Julie, 107 Positive postings, 27 increasing sales, 85–86 Prospects Positive reviews, 187 Product coverage, by reviews, 187 behavioral listening and, Positive sentiment, in sales Product features 169–170 forecasting, 183–184 improving competitiveness via, online and offline conversations Positive word of mouth, 227 106–107 by, 172 Postings, analyzing positive and reviews of, 188 social media listening data and, negative, 27 Product issues, in increasing sales, 190 Postman, Joel, in JetBlue case 86 using Web sites to find, 78 study, 154–156 Product line extensions, improving Prostate Cancer Awareness Post volumes, for sales forecasting, competitiveness via, 107–109 Month, 82 182–183 Product loyalty, improving Provo Craft, 100 Pottery Barn Furniture, 171 competitiveness via, 110–111 case study of, 107–109 Power reviewers, 187 Product modifications, in product/ Psychographic profiling, 205 Predicting business outcomes, 21, service improvement, 84 Public relations (PR) 162, 181–190 Product needs, for caregivers, 45 in changing research paradigm/ Predicting sales, listening and, 3 Product positioning approach, 215 Prediction-led strategy, 162, customer versus company, key performance indicators and, 181–190 144–145 12 Predictions, sharing, 190 described, 142–143 monitoring tools for, 19 Predictive models, in market-share in strategic competition, reputation management in, 124 achievement, 179 142–144, 144–145 Pulse Rank, 242 Preferences, in product/service Product reviews, in sales ‘‘Push’’ mentality, in rethinking improvement, 76 forecasting, 182, 186–188 media, marketing, and Preparedness, in reputation Product rollouts, in increasing advertising, 222 management, 126–127 sales, 86 Presence, improving Products Quality competitiveness via, 105 championing new uses of, in changing research paradigm/ Presentations, in reporting 102–103 approach, 217 research, 28–29 finding ways to improve, 26 of research data, 24–25 Pretest forms, in Ore-Ida case improving, 76–84 reviews and product, 187 study, 94 increasing sales of, 85–99 Quality research, in changing Pretzel Crisps matching sales prediction research paradigm/approach, case study of, 91 approaches to, 188–189 211 increasing sales of, 87–88 new, 55–67 Quality reviews, 187 BINDEX 02/28/2011 23:47:48 Page 296

296 Index

Quantification, in rethinking Recipe communities, improving neo-tribal analytics in, media, marketing, and competitiveness via, 105 205–206 advertising, 224–225 Recipe development, 103, 105 quality of, 24–25 Queries, predicting sales and, 182 Recognition, in product/service in rebranding and repositioning, Questions improvement, 77 114, 115–116 broad, 11 Recommendations, for NASCAR, social media listening in, 2–3, in listening research, 6, 10–11, 79, 81 3–4, 4–5, 7 26–27 Reconceptualization, to compete Research and development (R&D) narrow, 11 better, 99–100 key performance indicators and, Questus, 51–52 Referrals, in improving 12 competitiveness, 105–106 listening and, 3 Rabinowitz, Ilana, 110 Registration, 277 Research content, harvesting Rabjohns, David Relationship context, in correctly, 24 on brand-name tacking, 20 rebranding and repositioning, Researcher-led methods, on research via social media 115 consumer-led methods listening, 4–5 Relationships versus, 217 Racing fans, NASCAR building, 218 Researchers, neo-tribes and, 203 improvements from, 81 in changing research paradigm/ Research paradigm, in social Radian6, 246 approach, 208, 217 media listening’s future, Raffaele, Dave, in JetBlue case between company and 191–192, 207–219 study, 152–153, 154 customer, 149 Research professionals, in Ranking, predicting sales and, 182 culture and, 200–202 changing research paradigm/ Rappaport, Stephen D., x in increasing sales, 85–86, 89, approach, 210–211 on listening organizations, 229, 98 Research Services group, 121. 232–235 lead-and-lag, 189 See also Meredith entries Rasmussen, Bill, 106 in listening, 2 Research subjects, determining, Ratings between market share and share 9, 12 challenging conventional of conversational voice, Reseller businesses, in CDW wisdom about, 189–190 161–162, 176–180 case study, 89 for television, 164–166, in reputation management, 126 Respect, in customer care and 166–167 in rethinking media, marketing, satisfaction, 150, 154–157 Ratings forecasts, social TV, 167 and advertising, 222 Responses Ratings systems, 16 with brands, 154 in reputation management, 126 Rational messaging, in sales Relevance in strategic competition, strategies, 189 improving competitiveness and, 139–140 Reacting, listening versus, 195 105 Response times, 12 Readers, influence of reviews on, in rebranding and repositioning, Results, converting potential into 186 113 meaningful, 35–36 RealNetworks, in Scrabble case of Web site content, 78–79 Retailers study, 146 Repeat business, in increasing in increasing sales, 86 Real-time conversation sales, 89 reviewer characteristics and, Reporting 187 harvesting, sensing change þ via, 99–111 analysis and, 24, 25–29 Rethink Convention Expo, 258 Real-time dashboards, in in listening, 7 Rethinking, in social media reporting research, 28 monitoring tools for, 20 listening’s future, 191–192, Real-time feedback in social TV ratings, 165 220–228 in increasing sales, 86 Repositioning, of products and Returned purchases, solving for rollouts, 93–95 services, 112–123 problems with, 159–160 Realtime rankings, 242 Representativeness, in changing Return on investment (ROI), in Real-time search, 277 research paradigm/approach, changing research paradigm/ Real-time search engines 215 approach, 211 as listening solutions, 17, 18 Representatives, in managing Retweets, case study of, 79–80 vendors of, 239–242 expectations, 157–159 Reviewers, characteristics ‘‘Real time’’ Web sites, Reputation, questions related to, of, 187 241–242 11 Reviews Real Women of Philadelphia, 103, Reputation management, challenging conventional 104 124–137 wisdom about, 189–190 Real Women Talking, 57, 66, 67, monitoring tools for, 19–20 helpful, 186, 187, 189, 190 121–122 Reputation-threat identification, product coverage by, 187 Rebranding listening and, 4 in rethinking media, marketing, failure of, 116–118 Research. See also Listening and advertising, 224 of products and services, research; Social media in sales forecasting, 182, 112–123 research; Social research 186–188 questions in, 11 biometric, 195–198 unfavorable, 187 Recession-relevant terms, fielding, 24–25 Review sites, xi analyzing searches for, 38, formulating questions in, 10–11 media and marketing and, 220 39, 40 managing, 6–7 RightNow, 251 BINDEX 02/28/2011 23:47:49 Page 297

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Ripple6, 67, 251 Scale, in customer care and in changing research paradigm/ ‘‘Ripple effect,’’ in rethinking satisfaction, 150 approach, 213, 214, 215 media, marketing, and Scheduling, as affecting increasing confidence in, 28 advertising, 220, 221–223 conversation, 178 managing negative, 133–134 Risk, in strategic competition, Schlack, Julie Wittes, on insight in MINI case study, 95–96 145 relevancy, 15 in product reviews, 187–188 Roberts, Brian, 158–159 Schuhlich School of Business, 200 in sales forecasting, 183–184 Rolfe, Denise, 107 Scoopler, 242 Sentiment360, 247 Rollouts Scope, in social media Sentiment analysis, 277 consumer trials and, 91–92 listening, 59 Sentiment engine, 28 real-time feedback for, 93–95 Scoring, of sentiment, 28 Service interruptions, 129 Rosenblum, Jeff, 52 Scott, Dagny, 171, 193 Service needs, for caregivers, 45 Roth, Tom, 171 on listening to signals, Service-oriented strategy, in RSS (Really Simple Syndication), 194–195 increasing sales, 85–86 277 Scout Labs, 246 Service providers, 16 RTL Nederland, 167 Scrabble, 139–140, 145 Services Rubel, Steve, 125 case study of, 146–147 improving, 76–84 Rule Breakers, 204 Scrabble Beta, 146 increasing sales of, 85–99 Running, of social media listening Scrabble Worldwide, 146 rebranding and repositioning, programs, 6–7 Scrabulists, in Scrabble case study, 112–123 146–147 social-media-powered listening, Safety, in reputation management, Scrabulous, in Scrabble case study, 148 127–128 146–147 Sharing, 277 Sales Search analysis, in sales Sharing insights, in increasing emerging plays to predict improvement, 26–27 sales, 88 changes in, 188–190 Search data, in spreadsheets, SheSpeaks, 94, 252 finding ways to increase, 189 Shipping, solving problems with, 26–27, 85–99 Search engine listening, 38 159–160 key performance indicators Search engines Shopping, social research and, 5 and, 12 as listening solutions, 17–19 Short-term listening searching out, 102 in sales strategies, 189 improving competitiveness via, Sales Academy, CDW, 90 vendors of, 237–242 100 Sales drivers, listening and, 3 Searches, Internet, 37–38 predicting sales via, 181–190 Sales forecasters, 181–182 Search listening, 40 Signals Sales managers, in increasing Search queries in listening, 1, 2 sales, 90 analysis of, 38 listening to new, 191, 193–198 Salespeople, in increasing sales, predicting sales and, 182 Silent Spring (Carson), 135 85–86 Search tactic, 37 Silk soy beverage Sales predictions Search tools, 7 case study of, 92–93 leverage of, 189 Search trends, for sales increasing sales of, 86, 88 listening and, 3 forecasting, 182, 184–185 Simplification, in changing listening-based, 162, Seasonal eating/shopping research paradigm/approach, 181–190 in food-shopper mind-set, 217–218 sharing, 190 42, 43 Sinclair, Upton, 194 Sales ranking, predicting sales Secular Idolaters, 204 Single-product companies, 109–110 and, 182 Segmentation Skills Sales tactics, in increasing sales, in listening-based targeting in changing research paradigm/ 87–88 strategies, 175 approach, 211 Sample sizes, in listening in rebranding and repositioning, text analysis and, 22 research, 6 115, 116 Sociability, 18 Samsung, 178 in rethinking media, marketing, Social action, 277 case study of, 185 and advertising, 224–225, Social bookmarking, 277 ‘‘Sandwich generation,’’ 44 225–226 Social bookmarks, 16 ‘‘Sandwich situation’’ research, in social media listening, 59 as listening solution, 18 37, 45, 169 Segmenting people, listening and, 3 Social business platforms, 67 SAP Business Objects Text Self-esteem, in Dove case Social channels, media and Analysis, 249 study, 119 marketing and, 220 SAS Institute, 250 Self-identity, tribes in, 205 Social CRM, monitoring tools for, SAS Text Miner, 250 Self-serve solutions, monitoring 19. See also Customer Satisfaction. See Customer tools in, 20 relationship management dissatisfaction; Customer Self-service, 277 (CRM) satisfaction Selling periods, 178 Social graph, 277 Scalability, of word-of-mouth Senior management, sharing sales Social graph data, in rethinking broadcasting, 226–228 predictions with, 190 media, marketing, and Scalable technologies, in changing Sentiment advertising, 222 research paradigm/approach, challenging conventional Social issues, in reputation 213 wisdom about, 189–190 management, 135–137 BINDEX 02/28/2011 23:47:49 Page 298

298 Index

Social life, television in, 164 characteristics of most in customer care and Social listening, in rethinking successful, 32 satisfaction, 151–154, 156, media, marketing, and competitor risk and, 145 157, 158–159, 159–160 advertising, 223–226 in creating resonant messages, in discovering new customers, Social media, 277 68–75 64 in American Telephone and credit-card holders and, 40–41 in gauging market interest, Telegraph case study, 158 customer care and satisfaction 57–59 in changing research paradigm/ via, 148–160 in generating consumer approach, 210, 213–215 discovering new customers via, excitement, 101–102 in Comcast case study, 47–54 improving competitiveness via, 158–159 food-shopper mind-set and, 103–104, 104–106 consumer trials and, 91 41–44 in increasing sales, 91, 94–95 culture and, 199 improving competitiveness via, as listening solution, 17, 19–20 in increasing sales, 87–88 109–110 primary role of, 19–20 innovations in listening-led, in increasing sales, 85–99 in product/service improvement, 161–162 in market-share achievement, 78–79, 82–84 in managing expectations, 179 in reputation management, 157–159 measurement of, 161, 127–128, 128–130, 131–132, in new product co-creation, 163–168 133–134, 135–136 61–65 mental models for, 229–230, in sales improvement, 26–27 organizing for success with, 233–235 in strategic competition, 230–232 new frontiers in, 191–192 140–142, 144–145, 146–147 problems with, 230–231 in new idea fine tuning, vendors for, 237, 242–250 reputation management via, 65–67 Social media monitoring tools, 17 124–137 in new product co-creation, 65 Social media networks, in product in rethinking media, marketing, new product development and, line extension, 108–109 and advertising, 221, 223–226 55–67 Social media profiles, 57 searching for resonant topics, in Old Spice case study, 102 in Bacon Salt case study, 57–59 70–71 in product/service improvement, Social media research tracking buzz in, 97–98 76–84 changing paradigm/approach in verifying solutions to in rebranding and repositioning, in, 207–219 problems, 159–160 112–114 encouraging, 37 word-of-mouth advertising in reputation management, 127 impacts of, 37 and, 97 research using, 4–5, 7 in increasing sales, 94–95, word-of-mouth marketing and, in sensing change to compete in 95–97 226–228 the present, 99–111 key performance indicators Social media analysis in strategic competition, and, 12 in changing research paradigm/ 138–146 Social media sources, in approach, 208, 213–215 strategy for, 35–46 reputation management, in rebranding and repositioning, for understanding consumer 128–130 112–114 mind-sets, 59–61 Social media support, in customer Social media audits, improving Social media listening data, 190 care and satisfaction, 150 competitiveness via, 104 Social media listening Social Mention, 242 Social media center of metrics, 277 Social monitoring, 278. See also excellence, 10 Social media listening Social media monitoring Social media conversations research, 7 Social networking, 278 advertising versus, 176, 177 Social media marketing policies for, 157 listening to, 2, 3, 4 improving competitiveness via, Social networks, 16, 278 media and marketing and, 220 100–101 consumer trials and, 91–92 in MINI case study, 95–96 in product line extension, in conversation footprint, 14 for sales forecasting, 181–182 108–109 in customer care and Social media data, in market-share word-of-mouth marketing and, satisfaction, 150 achievement, 179 227, 228 customer dissatisfaction on, Social-media-enhanced models, in Social Media Marketing Group, 131–132 market-share achievement, 228 in gauging market interest, 58 179 Social media metrics as listening solution, 18 Social media KPIs, 12, 29. See also in improving competitiveness, in Nestle case study, 135–136 Key performance indicators 105–106 in rethinking media, marketing, (KPIs) in marketing Suzuki Hayabusa and advertising, 220–221, Social media listening, 232–235, motorcycle, 52 223–226 277 in product line extension, 108– in sales forecasting, 183 in advertising and marketing, 109 Social news, 278 31–34 Social media monitoring, 4–5, 6 Social Radar, 245 in changing research paradigm/ in changing research paradigm/ Social research, 4–7, 278 approach, 208 approach, 213–214, 215 on caregivers, 44–45 characteristics of less successful, in creating resonant messages, in creating resonant messages, 33 73–75 70–71, 72–73 BINDEX 02/28/2011 23:47:49 Page 299

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on credit-card holders, 40–41 Staffing, of social media, 231 online and offline conversations in discovering new customers, Staff resources, text analysis and, 172 49–51, 53–54, 59–61, 61–64, and, 22 Suggestions, in new idea fine 65–67 Stakeholders tuning, 66–67 on food-shoppers, 42–44 in changing research paradigm/ Sullivan, Monica, 70–71 improving competitiveness via, approach, 208 Super Bowl commercials, 178 103–104, 106–107, 107–109 mental models and, 234 case study of, 196–197 increasing product loyalty via, in reputation management, 126 Superficiality, of social media, 230 110–111 Standards, in changing research Super-reviews, on Amazon, 187 in increasing sales, 88–90, paradigm/approach, 217 Support, in customer care and 92–93, 97–98 Standing search, 278. See also satisfaction, 150, 151 in product positioning, 142–144 Persistent search Supporting evidence, in listening in product/service improvement, Starbucks, 31 research, 27 81 Status, 278 Surfing, neo-tribal analytics and, in rebranding and repositioning, Status updates, 278 206 114–116, 116–118, 118–120, for sales forecasting, 182, Survey responses, 38 120–122 183–184 Surveys ‘‘Social sampling’’ Steam n’ Mash in addressing consumer consumer trials and, 91, 92 case study of, 94–95 perception, 72–73 in increasing sales, 87–88 increasing sales of, 86, 88 in changing research paradigm/ ‘‘Social service’’ movement, Stereotypes, neo-tribal analytics approach, 212, 214 traditional customer service and, 206 marketing Hennessy Cognac and, 149 Stereotyping, mental models and, and, 50 Social sites, 278 233 online and offline conversations Social television, measurement of, Stew Leonard’s, 61, 91 and, 172 161, 163–168 Sthanunathan, Stan in product positioning, 143 Social TV ratings, 164–166 on changing research paradigm/ psychographic, 205 conversation collection/analysis approach, 207, 208–211 for sales forecasting, 181 for, 165 on consumer co-creation, 64 social media listening versus, 48 digital media and, 164–165 on listening research, 10, 29, 36 Sustainability, as social issue, emerging plays for, 166–167 Stimulating trials, 90–93 136–137 history of, 163–164 Stone, Biz, 80 Suzuki Hayabusa, 5, 12, 101, 193 reporting in, 165 Stories, in changing research case study of, 51–52, 169–170 source selection for, 165 paradigm/approach, 208 174–175 traditional ratings versus, 165 Storytellers, in changing research ‘‘Sweeteners,’’ in increasing sales, Social Web, in rethinking media, paradigm/approach, 218 90 marketing, and advertising, Storytelling SWOT (strengths, weaknesses, 222 marketing Hennessy Cognac opportunities, threats) Societal shifts, 44 and, 49–51 analysis, 138 Software in reporting research, 29 Synchronicity, in product/service assuring accuracy of, 25 Strategy (strategies) improvement, 84 consumer backyard and, 13 in changing research paradigm/ Synovate, on food-shopper in listening research, 6 approach, 210–211, 212 mind-set, 42 Software as a Service (SaaS), 278 for listening-based targeting, Synthesis, in changing research Software companies, for text 174–175 paradigm/approach, analytics, 20–21 in market-share achievement, 209–210, 216–219 Sony, 178 179 Sysomos, 247 case study of, 185 prediction-led, 162, 181–190 Sources, footprint of, 13, 14 in rethinking media, marketing, Tag cloud, 278 Source selection and advertising, 221 Tagging, 278 for listening, 12, 14 social media and, 230 Taglines, in product/service for social TV ratings, 165 for social media listening, improvement, 83 Southwest Airlines, 171 35–46 Tags, 278 Spam, filtering, 25 social TV ratings and, 166–167 Tampax, 79 Spectators, in rethinking media, Strengths, in strategic Targeting marketing, and advertising, competition, 140–142. listening-based, 161, 169–175 224–225, 226 See also SWOT (strengths, social TV ratings and, Spiders, 13 weaknesses, opportunities, 166–167 Sponsorship, in new idea fine threats) analysis Targeting insights, 173 tuning, 66–67 Subaru, 171 Targeting people, listening and, 3 SportsNation, case study of, Subjectivity Target market analysis, improving 106–107 of reviews, 186 competitiveness via, 104 Spreadsheets, search data in, 189 in text mining for product Tassimo pod coffee maker, Springer, Don, on credit-card features, 188 26–27, 138 holders, 41 Subscribing, 278 case study of, 18, 140–142 Sprint Cup Series, 81 Subtopics, 278 Teams, listening, 10 ‘‘Squeeze’’ campaign, 116–118 Suggestion boxes, 61 Techies, 203 BINDEX 02/28/2011 23:47:49 Page 300

300 Index

Technology on food-shopper mind-set, True Orange powder, 83 in changing research paradigm/ 41, 42 Tuning, of marketing to consumer approach, 211, 216–219 in reputation management, 128 interests, 81–82. See also Fine word-of-mouth marketing and, on share of voice versus share of tuning 226–228 market, 176 TV show ratings, influence of Technorati, 240 Tobaccowala, Rishad, 69 reviews on, 186. See also as listening solution, 18 on consumer perception, 72 Television entries Technorati authority, 278 on rethinking media, marketing, Tweetmeme, 241 Techrigy SM2, 242 and advertising, 221, Tweet rate, in sales forecasting, Teenagers, 201, 202 226–228 183–184 Television (TV). See also TV Topicality, in source vetting, 14 Tweets, 278 show ratings Topics, 278 in JetBlue case study, 151–153, advertising spending in, 74 in private communities, 22–23 154–156 in creating resonant messages, for resonant messages, 70–71 for sales forecasting, 182, 68–70 in social media listening, 59 183–184 in ESPN case study, 106–107 Top reviewers, 187 Twitter, xi, 13, 16, 195, 279 measurement of social, 161, Topsy, 241 African-Americans on, 48 163–168 Trackback, 278 in American Telephone and social research and, 5 Trade-off analysis, in product Telegraph case study, 158 Television programming, listening positioning, 143 case study of, 79–80 and, 4 Traditional customer service in Comcast case study, 158–159 Temis Lucid, 250 ‘‘social service’’ movement consumer trials and, 91 Teragram, 250 and, 149 customer care and satisfaction Terms, 278 supplementing with social- via, 148 Texada, Jennifer, 82 media-listening customer Fiat MIO project and, 62, 63 Text analysis, vendors for, 237, service, 149–151 hashtags on, 275–276 247–250 Training in improving competitiveness, Text analytics, 38, 278. See also in social media, 231 105 Text analytic tools word-of-mouth marketing and, in JetBlue case study, 151–153, in changing research paradigm/ 227 154–156 approach, 214 Transactional analytics, in as listening solution, 18 in price improvement, 26 changing research paradigm/ in MD Anderson Cancer Center Text analytic services, 21 approach, 211–213 case study, 82 Text analytic software, 97 Transparency media and marketing and, 220 Text analytic tools, 7. See also in customer care and in Old Spice case study, 102 Text analytics satisfaction, 150, 154–157 in product/service improvement, as listening solutions, 17, customer dissatisfaction and, 77 20–22 132 in sales forecasting, 183–184 Texting, 25 of suggestion boxes, 61 television and, 163–164 Text mining, 188–189 Travelers, customer care and in True Citrus case study, 83 for product features, 188 satisfaction for, 151–154 word-of-mouth marketing and, Themes, 278 Travelocity.com, 171 227 Third parties, in increasing Trek Light Gear, 109 Twitter-centric services, vendors sales, 90 Trek Light Hammocks, 99–100 of, 240–241 Thought leadership, in increasing case study of, 109–110 Twitter Search, 241 sales, 89 Trending words/phrases, Twitter Venn, in Kraft Foods case Threads, 278 consumer mind-sets and, 36. study, 141–142 in creating resonant messages, See also Search trends Twitterverse, 279 71–72 Trendrr, 247 Twittorati, 240 Threats. See SWOT (strengths, Trends, in changing research Two-way company-customer weaknesses, opportunities, paradigm/approach, 213–215 listening, 234 threats) analysis Trend Tool, 241 Tylenol, 21, 26, 139 Threats to reputation, listening Triangulation, in listening case study of, 143–144 and, 4 research, 27 ‘‘Tyranny of the installed market Tiger Woods PGA Tour, in EA Tribal analytics, 205–206 research base,’’ x Sports case study, 133–134 Tribes, 203. See also Neo-tribes Time allocation, in rethinking TripAdvisor.com, 68–69, 70 Unconscious, the, 196, 197 media, marketing, and Trolls, 278 Unfavorable reviews, 187 advertising, 221 Tropicana Pure Premium Orange passage of time as diminishing, Timeliness. See also Passage of Juice 188 time case study of, 114, 116–118 Unilever, 120 of data, 184–185 rebranding and repositioning United Kingdom, advertising in social media listening’s by, 113–114 campaign in, 74 future, 191–192 True Citrus, 77, 82 United States. See also African- Titelman, Ethan, on increasing case study of, 82–84 Americans; American entries; sales, 87 True Lemon powder, 82, 83 Asian-Americans TNS Cymfony, 178, 225, 254 True Lime powder, 82, 83 advertising spending in, 73–75 BINDEX 02/28/2011 23:47:49 Page 301

Index 301

in Kraft Foods case study, in market-share achievement, in reputation management, 141–142 179 127, 129 Scrabble in, 146 in rebranding and video streaming, 133 social networking in, 223 repositioning, 113 Vitaminwater, 64 television viewing in, 163 in reputation management, 125, Werbach, Kevin, in Scrabble case Updates, 279 128, 130–131 study, 146 Uploads, 279 word-of-mouth marketing Wharton School, 229, 232 Urban cultures, 174 and, 227 WhiteWave Foods URL (Uniform Resource Locator), VUCA (volatility, uncertainty, case study of, 92–93 279 chaos, ambiguity) world, increasing sales of, 86 Used-desired features, in core competing in, 99 Whole Foods, 148, 151 brand, 79–81 Vulnerability, in market-share ‘‘Who, what, where,’’ in social User forums, in EA Sports case achievement, 179 media listening, 59 study, 133–134 Wieden þ Kennedy, 101–102 User-generated content (UGC), Wacker, Watts, on neo-tribes, 206 Wiki, 279 279 Wall, 279 Williams, Evan, 80 Want lists, from customers, 61 Wind, Yoram ‘‘Jerry,’’ 36, 232, Validation, in changing research Ware, Britta C., 109, 120–121, 259 paradigm/approach, 215 121–122 on listening organizations, 229, Vallese, Julie, 127–128 on changing research paradigm/ 232–235 Value creation, in social media approach, 208, 216–219 ‘‘Winning plays’’ listening, 232–235 Weaknesses. See SWOT Understand the consumer’s Varian, Hal, 184–185 (strengths, weaknesses, mind-set, 35 Vendor profiles, 237–257 opportunities, threats) Discover new customers, 47 Vendors, see Appendix analysis Drive new product development Vendor tools, 7 Web. See also Internet and innovation, 55 Verbal information, mental in changing research paradigm/ Create messages that resonate, models and, 234 approach, 210, 212, 214–215 68 Vernacular, 25 in rethinking media, marketing, Improve products and services, Vetting of sources, 13, 14, 15 and advertising, 222–223, 76 Videoblog, 279 224–225 Increase sales, 85 ‘‘Video Consumer Mapping’’ social media and, 231 Sense change to compete in the study, 225 in social media listening, present, 99 Video games, 197 232–233 Rebrand and reposition in EA Sports case study, Web 2.0, 279 products and services, 112 133–134 Web analytics, 279 Manage reputation, 124 Videos Web-based self-service tools, text Compete strategically, 138 in EA Sports case study, analytics among, 21 Provide customer care and 133–134 Web browsers, in creating increase customer improving competitiveness in, resonant messages, 71 satisfaction, 148 104 Webclipping.com, 247 to compete strategically, in Nestle case study, 135–136 Web server logs, behavioral 138–140 in Old Spice case study, 102 listening and, 170 for customer care and Video sharing, 16 Web site redesign, in product/ satisfaction, 149–151 Video streaming, 133 service improvement, 83 in increasing sales, 85–88 Viewer interest, creative Web sites, xi in product/service improvement, input and, 167 advertising spending on, 74 76–77 Visible Technologies, 257 in American Telephone and for rebranding/repositioning Vision 54 program, 235 Telegraph case study, 158 products/services, 112–114 Vision Council, NASCAR ARF, 258 for reputation management, improvements from, 81 behavioral listening and, 170 125–127 Vision Critical, 252 Campaign for Real Beauty, in sensing change to compete in Visualization, in changing 118–120 the present, 99–101 research paradigm/approach, in creating resonant messages, in social media listening’s 208, 218 71–72 future, 191–192 Vitaminwater Connect, 207t Fiat MIO, 62 Wired infrastructure, in American case study of, 10, 64–65 improving competitiveness via, Telephone and Telegraph VivaKi, 69, 221, 226 100, 103–104 case study, 158 Vlog, 279 keeping content fresh/relevant, Wired magazine, advertising in, Voices. See also Buzz 78–79 197 in achieving market goals, 161– linking, 170 Wireless infrastructure, in 162, 176–180 marketing Hennessy Cognac American Telephone and determining, 9, 12, 14–15 and, 49–51 Telegraph case study, 158 in discovering new customers, 51 for marketing Suzuki Hayabusa Women hearing changes in, 48 motorcycle, 52 discovering new customers improving competitiveness via, offline conversations and, among, 51 109–110 171–172 in Dove case study, 118–120 BINDEX 02/28/2011 23:47:49 Page 302

302 Index

Women (Continued) in Silk case study, 92–93 Yahoo! energy-restoring foods for, WordPress, 16 as listening solution, 18 60–61 Words. See also Words/phrases searches analyzed, 38 gender, multicultural, and broad/alternative meanings of, LGBT listening and, 114 Yahoo! Buzz, 239 170–171 in changing research paradigm/ Yahoo! Index, 239 in new idea fine tuning, 66–67 approach, 214 York University, 200 Woods, Tiger, in EA Sports case in context, 172–174 YouTube, xi, 13, 16, 279 study, 133 mental models and, 234 in American Telephone and Word clouds Wordscraper, in Scrabble case Telegraph case study, in Kraft Foods case study, 141 study, 146 158 in monitoring tools, 19 Words/phrases, consumer mind- in EA Sports case study, Word of mouth (WOM), 279. See sets and, 36 134 also Buzz marketing Hennessy Cognac in changing research paradigm/ Workflow, 279 and, 51 approach, 213 monitoring tools for, 19 in Old Spice case study, 102 in rethinking media, marketing, World War II, listening methods in reputation management, and advertising, 226–228 since, 16 126 Word-of-mouth advertising, 178 ‘‘Worldwide living room,’’ television and, 164 power of, 97 television and, 163 Word of Mouth Marketing Association University, 95 Zanger, Doug, 156 Word-of-mouth reports X Factor, 167 Zappos, 124, 146, 149, 150 listening to, 171–172 XML (eXtensible Markup Zogby, John, 44, 199 in Ore-Ida case study, 95 Language), 279 on neo-tribes, 203–206 BINDEX 02/28/2011 23:47:49 Page 303 BINDEX 02/28/2011 23:47:49 Page 304 BINDEX 02/28/2011 23:47:49 Page 305 BINDEX 02/28/2011 23:47:49 Page 306