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BINDEX 02/28/2011 23:47:48 Page 281

Index

Absolut Vodka, 171Access, 273Accuracyof data, 184–185of research, 25

Acetaminophen, 144Action(s), in changing research

paradigm/approach, 208,210, 216–219

Adobe Online Marketing Suite,248

Adoption, of social medialistening, 65

Advanced level, in social medialistening, 34, 41, 45, 54, 64,67, 75, 78, 81, 90, 98, 104,107, 115, 116, 120, 122,158, 210, 238, 248

Advantagecompetitive versus business, xisocial TV ratings and, 166–167

Advertisingin achieving market goals,161–162, 176–180

biometric signals and, 193,195–198

in changing research paradigm/approach, 210, 216

competitor risk and, 145consumer trials and, 91–92creating resonant messages for,68–75

culture and, 199fine tuning of, 65–67future of, 220–228helpful reviews and, 186improving competitivenessvia, 101

listening and, ix, xii, xiiilistening-based targetingstrategies in, 174

listening-led, 31–34for marketing Suzuki Hayabusamotorcycle, 52

in MINI case study, 96–97in product line extension, 107product positioning and,143, 144–145

in product/service improvement,76–84

rebranding and repositioningvia, 112–123

rethinking, 220–228setting budget for, 176

social media conversationsversus, 176, 177

social media listening dataand, 190

in social media listening’sfuture, 191–192, 220–228

in strategic competition, 139using Web sites for, 78–79inWiredmagazine, 197word-of-mouth, 97

Advertising Age, on Fiat MIOproject, 63

Advertising programs, improvingcompetitiveness via, 100

Advertising Research Foundation(ARF), ix, x, 258. See alsoARF entries

definition of listening by, 1–2great recession and, 38, 39listening organizations and,229, 232

Advertising schedules, as affectingconversation levels, 178

Advertising-voice share,conversational-voiceshare versus, 177

Advertising weight, as affectingconversation levels, 178

Advil, 21, 26case study of, 143–144

Advocacyas affecting conversation levels,177–178

for sales forecasting, 182, 185Advocates, 273word-of-mouth marketingand, 227

Advocate sites, gender,multicultural, and LGBTlistening and, 170

Affiliate and Search Marketing,254

African-Americans, 174, 193as light purchasers, 53–54marketing Hennessy Cognacand, 49–51

African-American sites, gender,multicultural, and LGBTlistening and, 170

African-American themes, 48Agarwalla, Jayant, in Scrabble

case study, 146, 147Agarwalla, Rajatj, in Scrabble

case study, 146, 147

AgenciaClick, 62Agents, 13Aggregating content, 273Aggregator, 273Alert, 273Almaden Research Center, on

using online postings topredict sales, 182

Alterian Techrigy SM2, 242Always brand, 79Amazoncase study of, 144–145helpful reviews on, 187, 190predicting sales and, 182text mining for product featureson, 188

American Airlines (AA), casestudy of, 129–130

American Marketing Association,on marketing research, 212

Americans, neo-tribes and, 203.See also United States

American Telephone andTelegraph (AT&T), 149

case study of, 158Analyses (analysis)of consumer trials, 90–91in listening, 7reporting and, 24, 25–29in social media listening’sfuture, 191–192

in strategic competition, 140of tweets, 183–184

Analytic capabilities, of textanalytic tools, 20–21

Analytics, in changing researchparadigm/approach,211–212

Analytic strategy, for listening,25–28

Analyzing competition, listeningand, 3

Anderson Cancer Center, 77case study of, 81–82

Anticipating issues/concerns, inreputation management, 125

Anticipationbiometric signals and, 193,195–198


AOL (America Online), aslistening solution, 18

AOL Hot Searches, 238

281

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AOL LLC Network, searchesanalyzed, 37

API (application programminginterface), 273

Apple, 126, 149in Amazon Kindle case study,144

in American Telephone andTelegraph case study, 158

case study of, 130–131Archive, 273ARF Council, 258. See also

Advertising ResearchFoundation (ARF)

ARF Industry Leader Forum, 87ARF Morning Coffee, 258ARF People Council, 171ARF PowerSearch, 258ARF Web site, 258Arm & Hammer, 103Arnell, Peter, 116–117Artificial settings, naturalistic

settings versus, 217Asian-American sites, gender,

multicultural, and LGBTlistening and, 170

Ask, as listening solution, 18‘‘Asking’’ research, listening

and, 3Ask Network, searches

analyzed, 37AstroTurfing, 273Attensity, 248Attentio, 252Attention spans, in changing

research paradigm/approach,217–218

Attitude, 273Attracting new customers,

120–122Audience, influence of reviews

on, 186Audience Measurement

Conference, 258Audience viewing intention

score, 165–166Austin, Manila, 109on changing research paradigm/approach, 208, 216–219

on insight relevancy, 15Authentication, 273Authenticity, word-of-mouth

marketing and, 227Authority, in source vetting, 14Authors, in rethinking media,

marketing, and advertising,224–225, 226

Awarenesspassage of time and, 188in product line extension, 108reviews and, 187

Awesomeness, questions about, 11

‘‘Back room’’ machinations, inchanging research paradigm/approach, 210–211

Backyards, 13, 20, 273, 274

improving competitivenessvia, 103–104, 104–106

in EA Sports case study, 134Baconnaise, 58, 59Bacon Salt, 55case study of, 57–59

Banner, David, 74Bannister, Roger, 235Barefoot Wines, 171Barocci, Bob, ix–xBasic sales tactics, in increasing

sales, 87–88BazaarVoice, 16, 127Bear Naked, 91Behavioral change, in food-

shopper mind-set, 41Behavioral listening, 169–170picking up new signals by,193–208

Behaviorsin changing research paradigm/approach, 215

culture and, 199in discovering new customers,49–51

emotions as driving, 196in Kraft Foods case study, 141in listening, 1, 2in listening-based targeting,169–170

in rethinking media, marketing,and advertising, 220–221

BeingGirl.com, 77case study of, 78–79

Benchmarks, in changing researchparadigm/approach, 215

Benefitsin creating resonantmessages, 69

of listening’s new mentalmodel, 235

Berger, Jonah, 187, 188Bernoff, Josh, 78–79Berwick, Frances, 167Best Buy, 186Best practices, in increasing

sales, 90Better Homes & Gardens (BHG),

120new idea fine tuning for, 65–67

Biases, listening-based targetingstrategies and, 174–175

Bing, as listening solution, 18Biometric signals, 193, 195–198Bizrate.com, 186BlackBerry, 210BlackPlanet.com, 53gender, multicultural, andLGBT listening and, 170

in marketing Hennessy Cognac,49–51

Blog-centric services, vendors of,239–240

Bloggers, 16as influencers, 98neo-tribal analytics and, 206in Old Spice case study, 102

Blogging, 273Blogging tools, 16Blogosphere, 273monitoring, 27

Blog post, 273BlogPulse, 239–240Blogroll, 273Blogs, xi, 273in consumer backyard, 13in conversation footprint, 14culture and, 200–202customer dissatisfaction on,131–132, 133

in customer relations, 149in increasing product loyalty,111

in JetBlue case study, 152–153,154–156

as listening solution, 18media and marketing and, 220in reputation management, 129

Blogs and Social Media, 253BMWMINIcase study of, 95–97, 185increasing sales of, 86–87

Boardreader, 273Body Wash, 101case study of, 101–102

Boldness, in discovering newcustomers, 48–49

Bookmarking, 273Bots, 13Boudreaux, Chrisfive principles for successfullistening by, 10

on listening organizations, 229,230–232

on social networking policies,157

Bought media, 223–224, 225–226Bought/owned/earned (BOE)

media environment, inrethinking media, marketing,and advertising, 223–224,225–226

Box office receiptsinfluence of buzz on, 187–188influence of reviews on, 186

Brain, monitoring signals from,196

Brain Juicer, 243Brand attributes, listening and, 4Brand backyard, 13, 20, 273in EA Sports case study, 134improving competitiveness in,103–104

Branded communities, in product/service improvement, 78–79

Branding, 112. See alsoRebranding

in Ore-Ida case study, 94Brand loyalty, improving

competitiveness via, 110–111Brand mentionsby light purchasers, 53monitoring tools forretrieving, 20

282 Index

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Brand metrics, in creatingresonant messages, 72

Brand-name tracking, 20Brand objectives, of social media

listening, 33Brand page, 273Brand protection, monitoring

tools for, 19Brand Reputation Management,

253Brandsanalyzing postings about, 27for caregivers, 45confidence in, 189connection with, 154in customer relations, 149improving competitiveness via,103–104

listening and, 1–2listening-based targetingstrategies and, 174–175

listening solutions and, 17in rebranding and repositioning,115

in rethinking media, marketing,and advertising, 222

sentiment about, 28in strategic competition, 139,141–142

text analytics and, 21used-desired features in, 79–81vendors of, 237–257

Brand strategy, 145Brandwatch, 243Bravo network, 167Brazil, Fiat agency in, 62Broadbandin context, 173–174text analytics and, 21

Broadband services, 173Broadcasting, word-of-mouth,

226–228Broadcast television, online video

versus, 163Broad questions, 10, 11BSSP agency, 185Budgetsfor advertising, 176in market-share achievement,179

Bulgrin, Artie, on changingresearch paradigm/approach,207–208, 211–213

Bulletin board, 274BurrellesLuce, 243BusaBeats campaign, 52Business(es)in changing research paradigm/approach, 208

culture and, 200–202rebranding and repositioningby, 112–123

social media in, 230–232Business advantagecompetitive advantageversus, xi

social TV ratings and, 166–167

Business analytics, in changingresearch paradigm/approach,213

Business eventsin increasing sales, 87in strategic competition, 139

Business line expansion,improving competitivenessvia, 109–110

Business models, listening in, 194Business objectives, 10social media and, 232

Business outcomes, predicting, 21Business partners, in reputation

management, 126, 133Business processes, social media

and, 232Business process

improvements, 12Business process investments, 10Buzz, 190. See also Voices; Word

of mouth (WOM)in changing research paradigm/approach, 212–213

in creating resonant messages,69–70, 73–75

in EA Sports case study, 134effect on box office sales,187–188

emotional engagement and, 178in increasing sales, 97–98in Old Spice case study, 102in sales forecasting, 183–184

BuzzMetrics, 225BzzAgent, 252–253in Silk case study, 92–93

Cable television, 163Calibration, in changing research

paradigm/approach, 215Campaign for Real Beauty, 113case study of, 118–120

Campaign tactics, improvingcompetitiveness via, 100

Campbell’s Cream of Mushroomsoup, 103

Campbell Soup Company,case study of, 197

Canada, Scrabble in, 146Cancer awareness, in MD

Anderson Cancer Center casestudy, 82

Capturing ideas, in product/service improvement, 77

Carat USA, 220, 223, 224, 225Car companies, customer want

lists and, 61Car culture, in MINI case study, 96Careerbuilder.com, 196Caregivers, mind-set of, 44–45Carney, Heidi, 82–84Carson, Rachel, 135Case analyses. See also Case

studiesdiscovering new customers via,47–49

uses of, 31–34

Case studiesAdvil, 143–144Amazon, 144–145American Airlines, 129–130Americans with DisabilitiesAct, 174

American Telephone andTelegraph, 158

Apple, 130–131Bacon Salt, 57–59BeingGirl.com, 78–79BMWMINI, 95–97, 185Body Wash, 101–102Broadband services provider,173

Campaign for Real Beauty,118–120

Campbell Soup Company, 197CDW, 88–90CNN, 171–172, 174, 175Comcast, 158–159condiment manufacturer,104–106

consumer packaged goodscompanies, 114–116,117, 172, 175

Costco, 177–178Crate & Barrel, 159–160Dell, 131–132Dove, 118–120EA Sports, 133–134ESPN, 106–107Fiat MIO, 61–64Fusion razor, 72–73Gatorade, 74–75Gillette, 72–73Harrah’s Casino, 68–69, 70–71Hasbro, 127–128Hennessy Cognac, 49–51,169–170, 174–175

household product, 145Hulu, 133iPhone 4, 130–131JetBlue, 151–154, 154–156Kindle, 144–145Kraft Foods, 103–104, 140–142Ladies’ Home Journal, 120–122Lion Brand Yarn, 110–111Lists (Twitter product), 79–80Lubricant WD-40, 109MD Anderson Cancer Center,81–82

Meredith Corporation,120–122

mobile phone companies, 74Naked Wines, 156, 157NASCAR, 81Nestl�e, 135–136Old Spice, 101–102Ore-Ida, 94–95Philadelphia Cream Cheese(Philly), 103–104

Portland radio station, 156Pretzel Crisps, 91Procter & Gamble, 78–79Provo Craft, 107–109Retweets, 79–80

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Case studies (Continued)Samsung, 185Scrabble, 146–147Silk soy beverage, 92–93Sony, 185SportsNation, 106–107Steam n’ Mash, 94–95Super Bowl commercials,196–197

Suzuki Hayabusa, 51–52,169–170, 174–175

Tassimo pod coffee maker,140–142

Trek Light Hammocks,109–110

Tropicana Pure PremiumOrange Juice, 114, 116–118

True Citrus, 82–84Twitter, 79–80Tylenol, 143–144Vitaminwater Connect, 64–65WhiteWave Foods, 92–93

Cash4gold.com, 196Categories, 274. See also Product

categoriesin increasing sales, 87in targeting insights, 173

Categorization errors, in datacollection, 25

Category-level conversations, bylight purchasers, 53

Category mind-sets,understanding,40–44

CDW, 22case study of, 88–90increasing sales of, 86

Center of excellence, for socialmedia, 232

Centralized listener, 9Changesanticipating, 181, 188–190competition and, 99–111in listening research, 6listening to bring about, 15in mental models, 233–235to research paradigm,207–219

shaping, 209Changes in demand, in sales

strategies, 189Charitable giving, in food-shopper

mind-set, 42Chat, 274Chat Threads, 243–244Chevron, 172Chicklets, 241Choi, Hyunyoung, 184–185Civility, in customer care and

satisfaction, 150, 154–157Clarabridge Content Mining

Platform, 248Clarity, in changing research

paradigm/approach,216–219

Classification, 274Client brand, 173

Cluster, 274CNN, case study of, 171–172,

174, 175Coca-Cola, 10, 36, 64, 207, 208Co-creationin changing research paradigm/approach, 216–217

listening and, 3–4of new products, 56, 61–65

Coded information, processingof, 16

Coders, 16Cold calling, in increasing sales,

89, 90Collaboration, 274in changing research paradigm/approach, 207, 212

monitoring tools for, 19Colleagues, sharing sales

predictions with, 190Collecta, 241Collective Intellect, 97, 253credit-card holders and, 40social TV ratings and, 165–166

Columbia Business School, 203Combining ideas, in creating

resonant messages, 69Comcast, 12, 149, 150case study of, 158–159

Command-and-control marketingin competitiveness, 100in Nestl�e case study, 135in strategic competition,139–140, 147

Commentators, in rethinkingmedia, marketing, andadvertising,224–225, 226

Comment cards, online and offlineconversations and, 172

Comments, 274in new idea fine tuning, 66–67in reviews, 186NASCAR improvements from,80–81

Commercials, Super Bowl, 178Commitment(s)behavioral listening and, 170in strategic competition, 140

Communication. See alsoCommunications


culture and, 199, 202of insights, 218–219listening and, 7, 194–195of sales predictions, 190

Communicationscreating resonant messages for,68–75

management of, 10social media and, 232

Communispace Corporation, 22,66, 114, 121, 208, 216, 250

building, 274on caregivers, 44–45in CDW case study, 89

Communities, 274in creating resonant messages,70–71

in EA Sports case study, 134in new idea fine tuning, 66–67in Scrabble case study, 146–147Twitter improvements via,79–80

vendors for, 237, 251–252Community engagement, of

customers about passions,95–97

Community guidance, in privatecommunities, 22–23

Community involvement, inJetBlue case study, 153

Community Marketing, Inc., 171Community members, in

increasing sales, 90Community tools, 7as listening solutions, 22–23

Companies. See alsoOrganizations

in changing research paradigm/approach, 207–208, 208–211

consumer trials and, 92culture and, 199customer relations of, 149customer want lists and, 61engaging customers by, 95–97improving competitiveness of,99–111

increasing sales of, 86, 87key business objectives of,31–34

listening-based sales predictionfor, 181–190

in listening-led sales strategy, 88as listening organizations, 229mental models for listening and,229–230, 233–235

new product developmentby, 55

new product uses championedby, 102–103

online advocacy for, 185online and offline conversationsand, 171–172

picking up new signals by,193–208

private communities run by,22–23

product line extension by,107–109

product positioning by,144–145

product/service improvementby, 76–77

rebranding and repositioningby, 112–123

reporting listening research to,28–29

reputation management by,124–137

sales forecasting by, 189sharing sales predictions within,190

284 Index

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single-product, 109–110social media listening by, 167in social media listening’sfuture, 191–192

social networking policiesof, 157

social TV ratings and, 166–167sustainability and, 136–137word-of-mouth advertising and,97, 98

Company culture, in customercare and satisfaction, 150

Company protection, monitoringtools for, 19

Competitionin market-share achievement,179


sensing change and, 99–111strategic, 138–146

Competition analysis, listeningand, 3

Competitive advantagebusiness advantage versus, xisocial TV ratings and, 166–167

Competitor risk, in strategiccompetition, 145

Competitors, engaging customersby, 95

Complaint department, 16Complexityin changing research paradigm/approach, 216–217, 217–218

communicating, 218text analysis and, 21

comScore, searches analyzed by, 37Conceptsbroad/alternative meaningsof, 114

in private communities, 22Concept testing, listening and, 4Concerns, in reputation

management, 125Condiment manufacturer, case

study of, 104–106Confidencein brands, 189in discovering newcustomers, 49

in sentiment, 28Conjoint analysis, in product

positioning, 143Connection(s)with brands, 154with customers, 157in increasing sales, 98testing, 24

Connectors, in rethinking media,marketing, and advertising,224–225, 226

Consciousness, 196Consultants, neo-tribes and, 203Consumer backyard, 13, 20, 274improving competitiveness via,104–106

in EA Sports case study, 134

ConsumerBase, in Kraft Foodscase study, 141

Consumer Connection Study(CCS), 224

Consumer excitementgenerating, 99–100improving competitiveness via,101–102

Consumer-generatedrequirements, designing newproducts to, 61–65

Consumer insightsmental models and, 233sharing, 190

Consumer language, in messaging,71–72

Consumer-led methods,researcher-led methodsversus, 217

Consumer marketing, effectivelistening and, ix

Consumer mind-setsdiscovering, 37–40revealing, 36–37understanding, 35–46

Consumer packaged goods(CPG), 69

Consumer packaged goodscompanies, 68–69

case study of, 114–116, 117,172, 175

in rebranding and repositioning,113–114

using customer language inmessaging by, 71–72

Consumer perception, combiningideas to address, 72–73

Consumer processing, in rethinkingmedia, marketing, andadvertising, 225–226

Consumer Product SafetyCommission, 127–128

Consumers. See also Customerentries

category mind-sets of, 40–44in changing research paradigm/approach, 211–213, 217,218, 219

culture and, 200–202mental models and, 234neo-tribes and, 203in product/service improvement,76–84

reaction to great recession, 38,39, 40


in Scrabble case study,146–147

Consumer safety, in reputationmanagement, 127–128

Consumer trials, in increasingsales, 90–93

Consumption, neo-tribal analyticsand, 206

Contact, 275Content, 274

keeping fresh/relevant, 78–79in product/service improvement,76–77

Content analysis, in productpositioning, 26

Contextas affecting conversation, 178in changing research paradigm/approach, 211–213

consumers and, 44–45culture and, 199framing products in, 118–120in listening-based targetingstrategies, 175

listening for language in, 169,172–174

monitoring tools forunderstanding, 20

in new idea fine tuning, 66–67in rebranding and repositioning,113, 114, 115–116

restriction of, 116–118Continuous programs, improving

competitiveness via, 100Contributions to strategy, 12Conventional wisdom, challenging,

47, 189–190Conversational listeningin listening-based targetingstrategies, 174–175

making use of, ximethods of, 16

Conversational marketing, word-of-mouth marketing and,227, 228

Conversational voice goals, inmarket-share achievement,179

Conversational-voice shareadvertising-voice shareversus, 177

market share versus, 161–162,176–180

Conversation analysis, for socialTV ratings, 165

Conversation collection, for socialTV ratings, 165

Conversation levels, in market-share achievement, 179

Conversation Miner, 253Conversation mining, 64Conversations, 274. See also

Dialogues; Social mediaconversations in achievingmarket goals, 161–162,176–180

in changing research paradigm/approach, 214, 216–217

consumer mind-sets and,36–37

consumer trials and, 90–91creating resonant messages for,68–75

culture and, 199, 200–202in discovering new customers,47, 51

four factors affecting, 177–178

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Conversations (Continued)gauging market interest from,57–59

by light purchasers, 53listening and, 1, 2, 7, 194–195in listening-based targetingstrategies, 174–175

media and marketing and, 220in MINI case study, 95–96in Nestl�e case study, 135–136in new idea fine tuning, 66–67in new product co-creation, 61–65offline, 169, 171–172online, 171, 172picking up new signals from,193–208



in reporting research, 28–29reputation management via,124–137


for sales forecasting, 181–182in Silk case study, 92–93social media listening and,59–60, 167

in solving problems, 159–160television and, 164in True Citrus case study, 83understanding context of, 20word-of-mouth advertisingand, 97

word-of-mouth marketing and,228

Conversation sources, determining,9, 12–13, 14, 15

Conversation top domains, 173Converseon, 10, 110, 173–174,

229, 230, 253Copyright infringement, in Scrabble

case study, 146–147Core brandchallenges to, 146–147in strategic competition, 139used-desired features in, 79–81

Core customers, in rebranding andrepositioning, 120–122

Corporate silos, in increasingsales, 88

Cost advantages, in listeningresearch, 6

Costcocase study of, 177–178share of voice versus share ofmarket for, 176–177

Cost-efficiency gains, 12Costs, in creating resonant

messages, 72Cotignola, Frank 140CoTweet, 240Council for Research Excellence

(CRE), 225Coupons, in food-shopper

mind-set, 42–43

Courage, in discovering newcustomers, 47

Course correction, in listeningresearch, 5

CPG Co.. See Consumer packagedgoods companies

Crate & Barrel, case study of,159–160

Creating messages, listening and, 4Creation, of new products, 55–67Creative input, viewer interest

and, 167Credit-card holders, mind-set of,

36, 37, 40–41Cricut, in Provo Craft case study,

107, 108Crimson Hexagon, 249in Advil/Tylenol case study,143–144

Crispin, Porter þ Bogusky, 193,194

CRMMetrix, 253–254marketing Hennessy Cognacand, 49–51

CrowdEye, 240Crowdsourcing, 274Culturefocusing on, 191–192,199–206

gender, multicultural, andLGBT listening and, 170

listening and, 194–195management of, 10neo-tribes in, 199, 203–206social media and, 232

Currency, in source vetting, 14Customer carecustomer satisfaction and,148–160

social-media-based, 148‘‘Customer champions,’’ in social

media, 231–232Customer communities, improving

competitiveness via, 105Customer data, in discovering new

customers, 51–52Customer dissatisfactionin reputation management,131–132

verifying solutions to problemsof, 159–160

Customer expectations, managing,157–159

Customer feedback systems, 16Customer impacts, in increasing

product loyalty, 110Customer innovations, for

Twitter, 79–80Customer language, using in

messages, 71–72Customer mind-sets,

understanding, 35–46Customer passion/advocacy, as

affecting conversation,177–178

Customer profiling, listeningand, 3

Customer recommendations, forNASCAR, 79, 81

Customer relationshipmanagement (CRM), 16

monitoring tools for, 19Customersbehavioral listening and,169–170

care and satisfaction of,148–160

challenging conventionalwisdom about, 189–190


discovering new, 47–54engagement about passions,95–97

in increasing sales, 86–87as influencers and influenced,97–98

in listening-led sales strategy, 88managing expectations of,157–159

media and marketing and, 220for new products, 56–57online and offline conversationsby, 172

in product line extension,107–109

product positioning and,142–144, 144–145


reaching, 102in rebranding and repositioning,112–123

relationships tocompanies, 149

in reputation management,130–131

social media listening data and,190

in social media listening’sfuture, 191–192

in strategic competition,138–146

sustainability and, 136–137using Web sites to find, 78want lists from, 61

Customer satisfactioncustomer care and, 148–160in increasing sales, 89verifying problem solutions in,159–160

Customer servicekey performance indicatorsand, 12

mental models and, 233, 234monitoring tools for, 19

Customer service representatives,in managing expectations,157–159

Customer support, in customercare and satisfaction, 151

Cut Red Potatoes, 95CyberAlert, 244Cycle times, 12

286 Index

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Cymfony. See TNS CymfonyCyWorld, 16

DailyRT, 240Dante’s Inferno, 197Dashboard, 274Dashboard displays, in monitoring

tools, 19Dashboards, 230Data. See also Information entriesin changing research paradigm/approach, 207, 208,211–213, 217–218

competitor risk and, 145in discovering new customers,51–52

in increasing sales, 88in listening research, 6in market-share achievement,179

in monitoring tools, 19in product line extension,108–109

quality of, 24–25in reputation management,128–130

social media listening, 190in social media listening’sfuture, 191–192

social TV ratings and, 167in spreadsheets, 189in strategic competition, 138strategies for analyzing,25–28

timeliness and accuracy of,184–185

visualizing, 218Data analysisin discovering newcustomers, 48

in social media listeningprograms, 6–7

Data cleaning/cleansing, 274Data collection, assuring accuracy

of, 25Data integration, 274Data quality, in changing research

paradigm/approach, 211–213Data sources, in reputation

management, 125–126Data structure, 274Day traders, 200, 201, 202Deduction, in changing research

paradigm/approach, 209–210Deen, Paula, 103Delicious, as listening solution, 18Delicious Web site, 274Dell, 124case study of, 131–132IdeaStorm and, 31, 131

Dell, Michael, 131‘‘Dell Hell’’ period, 11, 31, 124,

131–132Demographics. See also

Ethnography; Netnographyin changing research paradigm/approach, 210

culture and, 199neo-tribes and, 203, 205in rethinking media, marketing,and advertising, 221, 225

social media listeningand, 167

Destination Web, in rethinkingmedia, marketing, andadvertising, 222

Detractors, word-of-mouthmarketing and, 227

Developing messages, listeningand, 4

Development costs, in creatingresonant messages, 72

Dialogues, in rethinking media,marketing, and advertising,222. See also Conversations

Digg, 16, 274as listening solution, 18

Digital ethnography, 199, 201.See alsoNetnography

in listening research, 6Digital media, in changing

research paradigm/approach,211–213

DigitalMR, 254Digital usage, gender,

multicultural, and LGBTlistening and, 170

Digital video recorders (DVRs), 163Direct engagement

in customer care andsatisfaction, 150

in sales strategies, 189Direct-mail retailing, 53–54DirectToDell, 131Discovering brand attributes,

listening and, 4Discovering new customers,

47–54Discovery, listening and, 194Discussions, in product/service

improvement, 76–77Discussion threads, in creating

resonant messages, 72Disengagement, emotions in, 196Dissatisfaction, in reputation

management, 131–132.See also Customerdissatisfaction

Distribution, in product/serviceimprovement, 83

Diversity, gender, multicultural,and LGBT listening and,170–171

Domain name, 274Donation, in food-shopper

mind-set, 42Dovecase study of, 118–120rebranding and repositioningby, 113

Dove.com, 119–120Dove Self-Esteem Fund, 119, 120Drill-down capabilities, in

monitoring tools, 19

Early market shifts, listeningand, 3

‘‘Earned’’ media, 223, 224,225–226


word-of-mouth marketing and,227–228

EA Sports, 126. See alsoElectronicArts (EA)

case study of, 133–134E-business, 231Ecolytes, 203–204Econometric modeling, 189Economizing, in food-shopper

mind-set, 42–44Economyquestions about, 11running financial institutionsand, 40–41

Super Bowl commercials and,196–197

Edelman Digital, 125Editorial content, in new idea fine

tuning, 66–67Education, in changing research

paradigm/approach, 217Eldercare, 45Elderly persons, caregivers for,

44–45Electronic Arts (EA), 197. See also

EA Sportsin Scrabble case study, 146

Eliason, Frank, 158, 159eMarketer, 73–74Emotion(s)as affecting conversation, 179culture and, 199human behavior and, 196in increasing sales, 98language and, 196in rebranding and repositioning,116–118

in sales strategies, 189‘‘Emotional journey,’’ in food-

shopper mind-set, 43Empire and Communications

(Innis), 97End users, in changing research

paradigm/approach, 212Energy, foods that restore,

60–61Engagement, 274–275as affecting conversation, 178in changing research paradigm/approach, 216–217

creating resonant messages for,68–75

culture and, 199in customer care andsatisfaction, 150, 154–157

of customers about passions,95–97

in EA Sports case study, 134emotions in, 196in Gatorade ads, 74–75

Index 287

BINDEX 02/28/2011 23:47:48 Page 288

improving competitiveness via,100–101, 105

in increasing sales, 86–87,95–97

mental models and, 233, 234monitoring tools for, 19new product developmentand, 56

persuasion versus, 216in reputation management, 126,135–137

in sales strategies, 189word-of-mouth marketing and,226, 227

Engelbart, Christina, 43Enterprises, 275social media and, 231

Enterprise value creation, in socialmedia listening, 232–235

Entity, 275Entity analysis, 275Entity extraction, 275Entrepreneursin Bacon Salt case study,57–59

new product developmentand, 55

Entry, 275Environment, listening in,

194–195Environmental issues, in

reputation management,135–137

ePoll, 51Esch, Justin, 57, 58ESPN, 178, 207–208, 211, 213case study of, 106–107

ESPN Searches, 238Ethics, in customer care and

satisfaction, 150, 154–157Ethnography. See also

Demographics; Netnographydigital, 199, 201in listening research, 6

Etiquette, 157Evaluating brand attributes,

listening and, 4Evaluationin listening, 7of listening initiative, 24, 29of social media listeningprograms, 6–7

in strategic competition, 139Evans, R. Scott, 15on changing research paradigm/approach, 208, 213–215

Event blog, 275evolve24, 254eWatch, 246Excellence, social media and, 232Execution, social media and, 231Executives, social media and,

231–232Expectations, of social media,

230–231Experience-driven conversations,

in rethinking media,

marketing, and advertising,220

Exploration tactic, 37to determine consumermind-sets, 36, 44–45

Eye tracking, 196

Facebook, xi, 13, 16, 139, 275in Advil/Tylenol case study, 143in American Telephone andTelegraph case study, 158

Costco on, 178culture and, 201customer care and satisfactionvia, 148, 150

in Dove case study, 118in improving competitiveness,105

as listening solution, 18marketing Hennessy Cognacand, 51

media and marketing and, 220in Naked Wines case study,156, 157

in Nestl�e case study, 135–136in Old Spice case study, 102in product/service improvement,77


in sales forecasting, 183in Scrabble case study, 146television and, 163–164in True Citrus case study, 83Vitaminwater Connect and, 64word-of-mouth marketing and,227

Face-to-face meeting, 275Fader, Peter, in Scrabble case

study, 146Fan Council, NASCAR

improvements from, 81Fan pages, 275in rethinking media, marketing,and advertising, 222–223

Favorable reviews, 187Federal Aviation Administration

(FAA), 129Feed, 275Feedbackin changing research paradigm/approach, 217

consumer trials and, 90–91in increasing sales, 86in rethinking media, marketing,and advertising, 224–225

in reviews, 186for rollouts, 93–95

Feedback systems, 16Feed reader, 275Fiat MIO, 56, 57, 78case study of, 10, 61–64

Fielding, Richard, on rethinkingmedia, marketing, andadvertising, 220, 221–223

Fielding research, 24–25‘‘Field’’ research, in listening, 7

Filtering spam, 25Filters, 275in monitoring tools, 19

Financial analysis, in customercare and satisfaction, 150

Financial institutions, running,40–41

Financial issues, questions about, 11Financial results, in increasing

product loyalty, 110Findability, 275Findability problem, in Ore-Ida

case study, 94, 95Fine tuning, of new products,

56–57, 65–67Fixed broadband, 173Flash drivers, 203‘‘Flavor creator’’ project, 56‘‘Flavor creator’’ tool, 64Flexibility, in listening research, 5Flickr, 13, 16, 275Focusin changing research paradigm/approach, 210–211

on culture, 191–192, 199–206in source vetting, 14text analysis and, 21

Focus groupslistening and, 232–233mental models and, 233in product line extension, 107in product positioning, 143in rethinking media, marketing,and advertising, 226

Food and Drug Administration(FDA), 144

Food context, in rebranding andrepositioning, 115

Food donation, in food-shoppermind-set, 42

Food Network, 103Food shoppers, mind-set of, 41–44Food trends project, 35–36Footprint, of sources, 13, 14Foresight, in reputation

management, 126–127Forest Trust, in Nestl�e case study,

136Forums, xi, 275media and marketing and, 220

‘‘Four P’s’’ (product, price,promotion, place), 26–27

Frameworks, new productdevelopment and, 56

Framingin listening research, 5, 27in rebranding and repositioning,113, 118–120

French Cognac case, 48. See alsoHennessy Cognac

Freshness, of Web site content,78–79

Friedman, Larry, 179Friend, 275Friend list, 275Full service listening platform

vendors, 237, 252–257

288 Index

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Engagement (Continued)Full-service vendorsin listening, 7as listening solutions, 17, 23

Fundamental levelin product/service improvement,76–84, 91, 128–130, 133–134, 146–147, 156, 159–160

in social media listening, 34, 40,51, 59, 71, 80, 84, 91, 132,133, 134, 147, 156, 160

Fusion razor, 26, 69case study of, 72–73

Futureof biometric research, 197–198,208–211

of listening, 216–219listening organizations in,229–235

of marketing research, 211–213of media, marketing, andadvertising, 221–223

mental models and, 233–235of social media listening,191–192

social media listening to predict,181–190

FX network, in Hulu case study,133

Gamers, in EA Sports case study,134

Gardening, in food-shopper mind-set, 42, 43

Gatorade, 5, 70, 73, 116case study of, 74–75

Gaylord Hotels, 21Gender, in discovering new

customers, 51Gender listening, 169, 170–171General search enginesas listening solutions, 17, 18vendors of, 237–239

General Sentiment, 244Generational differencesgender, multicultural, andLGBT listening and, 170

in rebranding and repositioning,116

social media listening and, 167Generic brand names, problems

with retrieving, 20Giga Alert, 244Gillette, 26, 69case study of, 72–73

Globalization, 135Glossary, 273–279Goals. See alsoMarket goalsin customer care andsatisfaction, 149–151

in market-share achievement, 179of rebranding and repositioning,112

social media and, 232God Squad, 204‘‘Going live,’’ with listening

program, 25

Golf, case study of, 234–235Goodwill, in managing

expectations, 157–158Google, 12, 17, 240, 275as listening solution, 18, 19predicting sales and, 182in reputation management,131, 132

searches analyzed, 38television and, 163–164

Google Alerts, 132, 238Google Insight, 38Google Insights for Search, 189,

238data from, 184in Kraft Foods case study,141–142

Google services, 238–239Google Trends, ix, 38, 39, 238,

239data from, 184–185

Granularity, in rethinking media,marketing, and advertising,224

Great recessionconsumer reactions to, 38, 39, 40food-shopper mind-set and,41–44

running financial institutionsduring, 40–41

Super Bowl commercials and,196–197

Greenpeace, in Nestl�e case study,135–136

Grimes, Seth, 21Groundswell, 275Group, 275Growth over time, 99–100Gruhl, Dan, on using online

postings to predictsales, 182

Gypsy tool, 108

Hammer, Michael, 231Handy, Charles, 211Haney, Hank, 235Harmon, Butch, 235Harrah’s Casino, case study of,

68–69, 70–71Harris Interactive, 254–255Harty, Jason, 91on changing research paradigm/approach, 207

on social media listening, 65Hasbro, 5, 20, 125, 126case study of, 127–128in Scrabble case study,146–147

Hashtag, 275–276Hayabusa.org, 52. See also Suzuki

HayabusaHealth context, in rebranding and

repositioning, 115Heath, Chip, on changing research

paradigm/approach, 218Heath, Dan, on changing research

paradigm/approach, 218

Helpful reviews, 186, 187in sales strategies, 189, 190

Hennessy Cognac, 5, 12, 48, 49,101, 171, 193

case study of, 49–51, 169–170174–175

Hessan, Diane, 159Hess, Mike, on rethinking media,

marketing, and advertising,220–221, 223–226

Hewlett-Packard (HP) Labs, onsales forecasting, 183–184

Hexagon, 249. See also CrimsonHexagon

High-definition television(HDTV), 178

High-definition television throughbroadband, 173–174

HiS (Hispanic) sites, gender,multicultural, and LGBTlistening and, 170

Historical data, in listeningresearch, 6

Hitwise, 129H.J. Heinz Co., 94, 95‘‘Hockey stick’’ growth,

rethinking media, marketing,and advertising and, 221

Hollywood Stock Exchange(HSX), tweet rateversus, 184

Home gardens, in food-shoppermind-set, 42, 43

Home-in tactic, 37Home storage solutions,

71–72hootsuite 2.0, 240Hot button terms, in sales

strategies, 189Household product, case study of,

145HP Labs, on sales forecasting,

183–184Hsieh, Tony, 146Hulu, 126case study of, 133

Hummer, 195

IBMas listening organization,229

on using online postings topredict sales, 182

IBOPE ZOGBYInternational, 203

IceRocket, 241Ideascombining to address consumerperception, 72–73

in creating resonant messages,69

measuring value of, 56in product/service improvement,77

IdeaStorm, 31Identifying threats to reputation,

listening and, 4

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Impact(s)in changing research paradigm/approach, 210

of social media research, 37Improvement, of products and

services, 76–84Inclusive listening, 174Industry Leader Forums, 258Infegy Social Radar, 245Influencechallenging conventionalwisdom about, 189–190


in increasing sales, 87in market-share achievement,179

passage of time as diminishing,188

‘‘Influencer’’ programs, 98improving competitiveness via,105

Influencers, 276influencing, 97–98word-of-mouth marketing and,227

Infomercials, improvingcompetitiveness via, 108

Information. See also Data entriesin changing research paradigm/approach, 210, 212,216, 217

mental models and, 234Information flow, in rethinking

media, marketing, andadvertising, 226

Information overload, inrethinking media,marketing, and advertising,225–226

Information processing, 16Information technology (IT),

listening and, xInfrastructure, in American

Telephone and Telegraphcase study, 158

Initiatives, 15key performance indicatorsand, 12

In-market products, stimulatingproduct trials for, 90–93

Innerscope Research, Inc., 178,195–198

Innis, Harold, 97Innovation(s), 55–67in changing research paradigm/approach, 209–210

consumer trials and, 91in line extension, 107–109listening and, 3in listening-led marketing andmedia, 161–162

in listening research, 6in listening solutions, 16–17by NASCAR, 81with Twitter, 79–80

INS, 179

Insight(s)in changing research paradigm/approach, 207, 208, 210,213–214

competitor risk and, 145culture and, 199in customer care and satisfaction,151

deepening, 191–192effective communication of,218–219

on food-shopper mind-set, 43–44improving competitiveness via,105

key performance indicatorsand, 12

in market-share achievement,179

in new product co-creation, 63from new products, 57from Ore-Ida case study, 94–95in product line extension,108–109

in product/service improvement,77, 84

relevancy of, 15in reputation management,129–130, 133

in sensing change to compete inthe present, 99–100

from Silk case study, 93from social media listening, 32,35–36


Insight integration, in changingresearch paradigm/approach,215

Insight sharing, in increasing sales,88

InSites Consulting, 255–256Inspiration, in changing research

paradigm/approach, 209,211, 216–219

Instant messaging (IM), 25, 276Institute for the Future, 99Integration, in social media, 231Interaction, culture and, 199Interest-based sites, for gender,

multicultural, and LGBTlistening, 170–171

Intermediate level, in social medialistening, 34, 44, 51, 52, 61,64, 72–74, 82, 93, 95, 97,102, 106, 109, 110, 111, 118,126, 128, 130, 131, 136, 142,144, 145, 154, 156, 159

Intermix, 202Internal champions, 10social media and, 231–232

International Automobile Fair, 62Internet. See alsoNet entries;

Online entries; Web entriesadvertising spending on, 74in American Telephone andTelegraph case study, 158

culture and, 200–202

in increasing product loyalty,110

neo-tribes and, 203–206television on, 163–164

Internet searches, 37–38Internet services, questions

about, 11Interviews, for sales forecasting,

181Investments, social media and,

232iPad, in Amazon Kindle

case study, 144IPA/Nielsen, on share of voice

versus share of market,176–177. See alsoNielsenentries

iPhone, 149, 172in American Telephone andTelegraph case study, 158

iPhone 4, case study of, 130–131iPhone 4 antenna gate, 18Issuesin increasing sales, 86in product/service improvement,77

in reputation management, 125,135–137

in social media listening, 59–60IT buyers, in increasing sales, 90Itracks, 245IT-related enterprises, in CDW

case study, 89, 90It’s Always Sunny in Philadelphia,

133iVillage.com, 69

J&D Bacon Salt case, 9Japanese motorcycle case, 48J.D. Power and Associates Web

Intelligence, 27, 60, 115,145, 255

JetBlue, 31, 150case study of, 12, 151–154,154–156

Jive Software, 251Jobs, Steve, 130Johansen, Bob, 99Johnson, William, 95Johnston, Morgan, 155in JetBlue case study, 151

Journal of Advertising Research,258

Judgment, listening-basedtargeting strategies and,174–175

Kantar Media Company, 220,221, 222, 254

Kanter, Beth, on listeningorganization, 9–10

Keller, Ed, 171, 172Keller Fay Group, 255–256on share of voice versus share ofmarket, 176

Keller Fay Talk Track, 178

290 Index

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Kellogg’s, 91Keurig, 138in Kraft Foods case study,140–142

Key, Rob, 173–174Key business objectives, via social

media listening, 31–34Key measures, for listening, 7Key performance indicators

(KPIs), 7, 9, 12, 15in reporting research, 29

Keywords, in sales strategies, 189Kilar, Jason, 133Killer insight, in changing research

paradigm/approach, 208Kindle, 139case study of, 144–145

Kirkland brand, 178. See alsoCostco

Kit Kat candy bar, in Nestl�e casestudy, 135–136

‘‘Knit-alongs,’’ 110, 111Knowledge, monopolies of, 97Knowledge Center at ARF, great

recession and, 38, 39Kozinets, Robert V., on

netnography, 199, 200–202Kraft Foods, 26–27, 37, 76, 100,

138case study of, 103–104,140–142

food-shopper mind-set and,42–44

Label design, Vitaminwater, 64Ladies’ Home Journal (LHJ), 22case study of, 120–122rebranding and repositioningby, 113

Lang, Kimberly, 95Languagein changing research paradigm/approach, 208, 213, 214

in context, 169, 172–174emotions and, 196gender, multicultural, andLGBT listening and, 170

in messaging, 71–72in positioning/repositioning,114–118

of rebranding and repositioning,112

Language innovation, 25Lapsed usersin creating resonantmessages, 69

regaining, 48Las Vegas, 68, 70Lead-and-lag relationships, 189Leadbetter, David, 235Leadership, in increasing sales,

86, 89Lefkow, Dave, 57, 58Left Behinds, 205Lego, as listening organization,

229Letters to the editor, 16

Lexalytics, 249Lexicons, in creating resonant

messages, 72Lexus automobiles, 172LGBT (lesbian, gay, bisexual,

transsexual) listening, 169,170–171

Lifestreaming, 276Lifestreams, 200–202Lifestyle(s)gender, multicultural, andLGBT listening and, 170

social media listening in, 167Light purchasers, listening to,

53–54Line expansion, improving

competitiveness via,109–110

Line extensionsimproving competitiveness via,107–109

in product/service improvement,83

LinkedIn, 17in sales forecasting, 183word-of-mouth marketing and,228

Linking, of Web sites, 170Lion Brand Yarn, 100case study of, 110–111

Listen-engage cycle, new productdevelopment and, 56

Listeners, centralized, 9Listening, ix, x, 276in brand backyard, 103–104in changing research paradigm/approach, 209–210

choosing where, 13complexity created by,216–217

in consumer backyard, 104–106in creating resonant messages,68–69

culture and, 200–202defined, 1–2as emerging discipline, xi–xiifive principles for successful, 10future applicationsrelated to, xii

gaining business advantage via,xi–xiii

in increasing sales, 87–88to light purchasers, 53–54marketing and advertising and,xii

media innovations and, xiimental models for, 229–230,233–235

new frontiers in, 191–192principles for, 7privacy and, 13reacting versus, 195in rebranding and repositioning,112–123

reputation management via,124–137

as research technique, xii


to search engines, 38sensing change via, 99–111to signals, 194–195steps to, xii, 1–8synthesis, simplification, andclarification in, 217–218

this book and, xii–xiiitimeliness of, xi

Listening-based sales predictions,162, 181–190

Listening-based targeting, 161,169–175

behavioral listening in,169–170

emerging strategies for,174–175

gender, multicultural, andLGBT listening in, 169,170–171

language-in-context listening in,169, 172–174

offline conversation listening in,169, 171–172

Listening datain changing research paradigm/approach, 207

social TV ratings and, 167Listening initiatives, 7, 15evaluating, 24, 29offline conversations inplanning, 171–172

Listening insightskey performance indicatorsand, 12

Listening-led advertising/marketing, 31–34

Listening-led improvements, 77Listening-led marketing, 2innovations in, 161–162

Listening-led media, innovationsin, 161–162

Listening levels, 34, 40–41, 276Listening methods,

conversational, 16Listening organizations, 10becoming, 192, 229–235

Listening-oriented researchers, 15Listening platform vendors, 237,

252–257as listening solutions, 17, 23

Listening professionals, inchanging research paradigm/approach, 207

Listening programs,implementing, ix

Listening requirementsmatching listening platformvendors to, 23

matching search engines to,18–19

Listening research, 4–5, 6–7.See also Social research

benefits of, 5–6characteristics of, 10formulating questions in, 10–11

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Listening research (Continued)improving competitivenessvia, 105

principles for effective, 7in product line extension,108–109

Listening solutions, 16–23described, 16–17five types of, 17–23

Listening team, 10Listening technologies, in

changing research paradigm/approach, 216–219

Listening tools, 7Listening vendors, 237, 252–257Listening Workshop, ixLists (Twitter product), case study

of, 79–81Living labs, 22Loyalty, improving

competitiveness via, 110–111Lubricant WD-40, case study of,

109Luddites, 204Lurker, 276Lynn, Michelle, on rethinking

media, marketing, andadvertising, 220–221,223–226

M16, 51Machine translation, in changing

research paradigm/approach,214

Made to Stick: Why Some IdeasSurvive and Others Die (C.Heath & D. Heath), 218

Maestro Platform, 254Management, sharing sales

predictions with, 190Managing expectations,

157–159Managing reputation, 124–137Managing research, 6–7Map-and-gap analysis, in strategic

competition, 139Marci, Carl D., 2, 193on biometric signals, 195–198on emotional engagement, 178

Marketer-controlled advertising,in rethinking media,marketing, and advertising,220

Market goals, achieving a shareof, 161–162, 176–180

Marketingbiometric research in, 195–198in changing research paradigm/approach, 211–213, 216

competitor risk and, 145consumer trials and, 91–92effective listening and, ixfuture of, 220–228improving competitiveness via,104–106

innovations in listening-led,161–162


listening and, ix, xii, xiiilistening-based targetingstrategies in, 174

listening-led, 2, 31–34, 161–162in product/service improvement,76–84

rethinking, 220–228social media listening in, 167in social media listening’sfuture, 191–192, 220–228

tuning to meet consumerinterests, 81–82

word-of-mouth, 226–228word-of-mouth advertisingand, 97

Marketing communications, asaffecting conversation levels,178

Marketing programs, improvingcompetitiveness via, 100

Marketing research, in changingresearch paradigm/approach,212

Market interestgauging, 57–59in new products, 55

Market-mix models, for salesforecasting, 181

Marketplace analysis, in customercare and satisfaction, 151

Market researchchanging paradigm/approachto, 216–219

listening-based sales predictionand, 181–190

mental models and, 234Market research projects, in social

media listening, 232–235Markets, mosaic nature of, 37Market shareconversational-voice shareversus, 161–162, 176–180

emerging plays for achieving,179

Market shifts, listening and, 3MarketTools, 251Marriott, Lynn, 235Mats, Larissa, 43Mattel, in Scrabble case study,

146–147‘‘MC Battle,’’ 52McDonald, Bob, on social issues,

136–137McPike, Shawn, 158MD Anderson Cancer Center, 77case study of, 81–82

Meal planning, in food-shoppermind-set, 42, 43

Meaning, in rebranding andrepositioning, 115

Measurementin changing research paradigm/approach, 211–213, 214

of online advocacy, 185social media and, 230

Measuresfor listening, 7for social television, 161,163–168

Media. See also Social mediaentries

biometric research and, 198future of, 220–228rethinking, 220–228in social media listening’sfuture, 191–192, 220–228

social ratings for all, 167Media buys, social TV ratings and,

167Media-content analysis, 16Media context, as affecting

conversation, 178Media innovations, listening and,

xii, 161–162Media monitoring, 276as listening solution, 17, 19–20

Media patterns, in increasingproduct loyalty, 110

Media placement, in rethinkingmedia, marketing, andadvertising, 220, 221,222–223

Media planning, social TV ratingsand, 166–167

Media relevance, improvingcompetitiveness and, 105

Media research, changing researchparadigm/approach in, 213

Media targeting, social TV ratingsand, 166–167

Media universe, 276Meltwater Group, 245Memes, 276in changing research paradigm/approach, 214–215


Memory, passage of time and, 188Men’s Health Month, 82Mental barriers, 235Mental modelsfive aspects of, 233–234for listening, 229–230, 233–235in social media listening’sfuture, 192

Meredith Corporation, 22, 57case study of, 120–122in new idea fine tuning, 65–67rebranding and repositioningby, 113

Meredith Research Solutions, 66,208, 216. See also ResearchServices group

Message board, 276Message creation/development,

listening and, 4Message length, in creating

resonant messages, 69Messagesin changing research paradigm/approach, 210, 215

creating resonant, 68–75

292 Index

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improving competitivenessvia, 105

in rethinking media, marketing,and advertising, 220–221,223

in sales strategies, 189social TV ratings and, 166–167using customer language in,71–72

Message strategy, questionsrelated to, 11

Messagingfor caregivers, 45in MINI case study, 96–97

Metadata, 276Methodology, in changing

research paradigm/approach,213–214, 217

‘‘Me Time’’ products, 60Microblogging, 276Microsoft, 208, 213searches analyzed, 38

Mind-sets, 57competitor risk and, 145of credit-card holders, 36, 37,40–41

of food shoppers, 42–44listening and, 2–4mental models and, 233in new product co-creation, 63new product ideas from, 59–61questions related to, 11in rebranding and repositioning,112

social media listening in, 167in strategic competition, 139–140understanding consumer, 35–46

MINIcase study of, 95–97, 185increasing sales of, 86–87

MIO project. See Fiat MIOMission Control Center,

Gatorade, 74Mission Driven, the, 204MixingBowl.com, 57, 65–67,

121, 122Mobile broadband, 173Mobile phone companies, 69case study of, 74

Mobiles, 204Modelsin market-share achievement, 179search trends and, 184–185

Modern Mommyhood, 94.See also ‘‘Mommy blogger’’Web sites; Mommy blogs;Motrin Moms

Modifications, in product/serviceimprovement, 84

‘‘Mommy blogger’’ Web sites, 69,71–72. See alsoModernMommyhood

Mommy blogs, 200, 201, 202Monitoring, 5. See also Social

media monitoringin changing research paradigm/approach, 213–214, 215

in creating resonant messages,68–70, 73–75

Monitoring tools, 7as listening solution, 19

Monopolies, of knowledge, 97Monthly reports, timeliness and

accuracy of, 184Moral identity, of caregivers, 45Motivation, culture and, 201–202MotiveQuest, 95–97, 256online advocacy measures from,185

Motrin Moms, 5Moviesforecasting attendance at,183–184

influence of reviews on,187–188

Movie studios, word-of-mouthadvertising and, 97–98

Moyer, Brian, 81Mueller, Jon, 73Multicultural listening, 169,

170–171Multimedia, 276Multiple uses, improving

competitiveness via, 109–110Multiway listening, 234Mustafa, Isaiah, 102‘‘My Dell Hell,’’ 11, 31, 124,

131–132MySpace, 276in Advil/Tylenol casestudy, 143

in gauging market interest, 58in reputationmanagement, 129


television and, 164MyStarbucksIdea.com, 56, 61

Naked Wines, 150case study of, 156, 157

Napkin Labs, 109Narrow questions,11NASCAR, 22, 26, 77, 79case study of, 81

Nationalism, neo-tribes and, 203Naturalistic settings, artificial

settings versus, 217Natural language processing

(NLP), in changing researchparadigm/approach, 214

Near-real-time engagement, incustomer care andsatisfaction, 151–154

Near-term future, social medialistening to predict, 181–190

Needs, in product/serviceimprovement, 76, 77

Need state, in social medialistening, 59–60

Need state analysis, 60–61Neely, Dan, 54on listening-based salesprediction, 181

on rethinking media, marketing,and advertising, 220,221–223

Negative feelings, taking intoaccount, 28

Negative postings, 27Negative reviews, 187challenging conventionalwisdom about, 189–190

passage of time as diminishing,188

Negative sentimentin reputation management,133–134

in sales forecasting, 183–184Negative word of mouth, 227Neo-tribal analytics, 205–206Neo-tribes, 199, 203–206Nestl�e, 126case study of, 135–136

NetBase, 245in Kraft Foods case study, 141

NetBiz, in Dell case study,131–132

Netnography, 201–202, 276in changing research paradigm/approach, 210

culture and, 199, 200–202in listening research, 6

Net Promoter Score, 185Networked Insights, 53, 54, 181,

220, 221, 222, 249Networks, 276Network television, 163Network television shows, top 20

by social rating, 166Neutral feelings, taking into

account, 28‘‘Never Ending Friending’’ study,

225New Agers, 205New customersattracting, 120–122discovering, 47–54

New formats, in product/serviceimprovement, 83

New product features, improvingcompetitiveness via, 106–107

New products, 55–67designing to consumer-generated requirements,61–65

market interest in, 55stimulating product trials for,90–93

News reader, 276New uses, improving

competitiveness via, 102–103New York City, 174Nielsen, 239–240, 256on share of voice versus share ofmarket, 176, 177

Nielsen Online, on customerpassion/advocacy, 177–178

Nielsen ratings, social TV ratingsversus, 165, 166

Nifty Thrifty, 94

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Nillsson, Pia, 235NM Incite, 256Nonconventional users, 48Nonverbal information, mental

models and, 234Nordstrom, 150Nouveau Luddites, 204

Objectivesbusiness, 9, 10–11, 31–34for listening, 9, 10–11, 15social media and, 232

Objectivity, of reviews, 186Observation, in changing research

paradigm/approach, 209–210O’Brien, Tomon brand-name tracking, 20on research via social medialistening, 4–5

Offline, 276Offline conversation listening,

169, 171–172Offline conversations, word-of-

mouth marketing and, 228Offline strategies, in market-share

achievement, 179Ogilvy, 70Old Spice, 100, 101case study of, 101–102

Old Spice Body Wash, 99Omniture, 248Onalytica, 257On-demand television, 163OneRiot, 241–242Online, 276Online advocacy, for sales

forecasting, 182, 185Online behaviors, in changing

research paradigm/approach,215

Online communities, 274, 276improving competitiveness via,105

as listening solutions, 22–23Online conversations/discussions,

172in predicting sales, 182–183word-of-mouth marketing and,228

Online engagement, improvingcompetitiveness via, 105

Online experiences, culture and,200–202

Online post volumes, in predictingsales, 182–183

Online Promoter Score, 96–97, 185Online sources, 13Online stores, in product/service

improvement, 83Online strategies, in market-share

achievement, 179Online television, 163Online video, broadcast television

versus, 163Open-ended conversations, in

rethinking media, marketing,and advertising, 220

Open-mindedness, in changingresearch paradigm/approach,211

Openness, in customer care andsatisfaction, 150, 154–157

Operational issues, in increasingsales, 86

OpinionLab, 245–246Opinion Observer, 244Opportunities. See also SWOT

(strengths, weaknesses,opportunities, threats)analysis

in changing research paradigm/approach, 209

in creating resonant messages,69–70

exploiting, 74–75finding competitive, 138in listening research, 6in reputation management, 130

Optimization, in changingresearch paradigm/approach,214–215

Ore-Idacase study of, 94–95increasing sales of, 86

Organization, for listening, 7,9–10, 15. See alsoOrganizations

Organizations. See also Companiesbrand-name tracking by, 20in changing research paradigm/approach, 210, 211–213


listening, 10, 229–235reporting listening research to,28–29

in reputation management,127


in social media listening’sfuture, 191–192, 229–235

Orkut, 16Out-of-Boxers, 205Outreach, monitoring tools for, 19Outsourcing, improving

competitiveness via,109–110

Owned media, 223, 224,225–226

Ownership, of social media, 230

Packagingin Ore-Ida case study, 94in product/service improvement,83


Page, 277Palm oil, in Nestl�e case study,

135–136Parents, 120, 121Paris Las Vegas hotel, 70Participation



Partnerships, in rethinking media,marketing, and advertising,222

Passage of time, for productreviews, 188. See alsoTimeliness

Passenger, 251Passionof advocates, 185as affecting conversation,177–178

in increasing sales, 86–87,95–97


Penn, Schoen & Berland, onincreasing sales, 87

People, listening to, xi, 1–2,2–4

People-centricity, listening and, xPeople-led rebranding/

repositioning, 112–123People’s Network, 226–228,

277People’s positioning, in strategic

competition, 139‘‘People’s words,’’ expressing

positioning in, 114–118People targeting/segmentation,

listening and, 3PepsiCo, 75, 116Perception, combining ideas to

address, 72–73Perception of quality, reviews and,

187Perceptual mapping, in product

positioning, 143Performance, key performance

indicators and, 12Permission, in customer care and

satisfaction, 150Persistent search, 277. See also

Standing searchPersonal cars, creating, 61–64Personal influence, in increasing

sales, 87Personalization, in increasing

sales, 87–88Personalized TV programming,

163Personas, in creating resonant

messages, 72Persuasion, engagement versus,

216Philadelphia (Philly) Cream

Cheese, case study of,103–104

Photo sharing, 16Phrase, 277Pivotal insights, in sensing change

to compete in the present,99–100

PlaneBuzz blog, 129

294 Index

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Planningof data analysis, 26in market-share achievement,179

social media and, 230of social media listeningprograms, 6–7

social TV ratings and, 166–167Plummer, Joe, 44, 199on neo-tribes, 203–206

Podcast, 277Polarity of sentiment, in sales

forecasting, 183–184Politics, neo-tribes and, 203–204Polling data, neo-tribal analytics

and, 206Popularityin product/service improvement,77

social TV ratings to measure,165

Portland radio station, case studyof, 156

Positioning, 112. See also Productpositioning; Repositioning

expressing in ‘‘people’s words,’’114–118

finding ways to improve, 26in reputation management, 125in strategic competition, 139,142–144

Positive feelings, taking intoaccount, 28

Positive postings, 27Positive reviews, 187Positive sentiment, in sales

forecasting, 183–184Positive word of mouth, 227Postings, analyzing positive and

negative, 27Postman, Joel, in JetBlue case

study, 154–156Post volumes, for sales forecasting,

182–183Pottery Barn Furniture, 171Power reviewers, 187Predicting business outcomes, 21,

162, 181–190Predicting sales, listening and, 3Prediction-led strategy, 162,

181–190Predictions, sharing, 190Predictive models, in market-share

achievement, 179Preferences, in product/service

improvement, 76Preparedness, in reputation

management, 126–127Presence, improving

competitiveness via, 105Presentations, in reporting

research, 28–29Pretest forms, in Ore-Ida case

study, 94Pretzel Crispscase study of, 91increasing sales of, 87–88

Price, finding ways to improve, 26Privacy, listening and, 13Privacy settings, 277Private communities. See also

Private online communityin CDW case study, 88–90as listening solutions, 17,22–23

in product improvement, 26Private online community

vendors, 250–252Private online community, 277PR Newswire eWatch, 246Proactiveness, in reputation

management, 127Problem detection, listening

and, 3Processing routines, performance

of, 25Procter & Gamble (P&G), 72, 73,

77in case study, 78–79in Old Spice case study,101–102

social issues and, 136–137Product awareness, reviews and,

187Product categoriesfor caregivers, 45in increasing sales, 87in listening-based salesprediction, 181

Product-centered strategy, inincreasing sales, 85–86

Product coverage, by reviews, 187Product featuresimproving competitiveness via,106–107

reviews of, 188Product issues, in increasing sales,

86Product line extensions, improving

competitiveness via, 107–109Product loyalty, improving

competitiveness via, 110–111Product modifications, in product/

service improvement, 84Product needs, for caregivers, 45Product positioningcustomer versus company,144–145

described, 142–143in strategic competition,142–144, 144–145

Product reviews, in salesforecasting, 182, 186–188

Product rollouts, in increasingsales, 86

Productschampioning new uses of,102–103

finding ways to improve, 26improving, 76–84increasing sales of, 85–99matching sales predictionapproaches to, 188–189

new, 55–67

rebranding and repositioning,112–123

rollouts of, 93–95stimulating product trials for,90–93

Product safety, in reputationmanagement, 127–128

Product threats, in reputationmanagement, 127–128

Profile, 277Profile analysis, new product

development and, 55Profiling, listening and, 3Profit, in running financial

institutions, 40–41Profitability enhancement, 12Program creators, for television,

164Programs, social TV ratings of,

165–166Project focus, text analysis and, 21Projects, in changing research

paradigm/approach,210–211

Promotion, improvingcompetitiveness in, 103–104

Promotion programs, improvingcompetitiveness via, 100

Proof of purchase, 159–160Properties, 277in rethinking media, marketing,and advertising, 221

Propper, Julie, 107Prospectsbehavioral listening and,169–170

online and offline conversationsby, 172


using Web sites to find, 78Prostate Cancer Awareness

Month, 82Provo Craft, 100case study of, 107–109

Psychographic profiling, 205Public relations (PR)in changing research paradigm/approach, 215

key performance indicators and,12

monitoring tools for, 19reputation management in, 124

Pulse Rank, 242‘‘Push’’ mentality, in rethinking


Qualityin changing research paradigm/approach, 217

of research data, 24–25reviews and product, 187

Quality research, in changingresearch paradigm/approach,211

Quality reviews, 187

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Quantification, in rethinkingmedia, marketing, andadvertising, 224–225

Queries, predicting sales and, 182Questionsbroad, 11in listening research, 6, 10–11,26–27

narrow, 11Questus, 51–52

Rabinowitz, Ilana, 110Rabjohns, Davidon brand-name tacking, 20on research via social medialistening, 4–5

Racing fans, NASCARimprovements from, 81

Radian6, 246Raffaele, Dave, in JetBlue case

study, 152–153, 154Ranking, predicting sales and, 182Rappaport, Stephen D., xon listening organizations, 229,232–235

Rasmussen, Bill, 106Ratingschallenging conventionalwisdom about, 189–190

for television, 164–166,166–167

Ratings forecasts, social TV, 167Ratings systems, 16Rational messaging, in sales

strategies, 189Reacting, listening versus, 195Readers, influence of reviews on,

186RealNetworks, in Scrabble case

study, 146Real-time conversation

harvesting, sensing changevia, 99–111

Real-time dashboards, inreporting research, 28

Real-time feedbackin increasing sales, 86for rollouts, 93–95

Realtime rankings, 242Real-time search, 277Real-time search enginesas listening solutions, 17, 18vendors of, 239–242

‘‘Real time’’ Web sites,241–242

Real Women of Philadelphia, 103,104

Real Women Talking, 57, 66, 67,121–122

Rebrandingfailure of, 116–118of products and services,112–123

questions in, 11Recession-relevant terms,

analyzing searches for, 38,39, 40

Recipe communities, improvingcompetitiveness via, 105

Recipe development, 103, 105Recognition, in product/service

improvement, 77Recommendations, for NASCAR,

79, 81Reconceptualization, to compete

better, 99–100Referrals, in improving

competitiveness, 105–106Registration, 277Relationship context, in

rebranding and repositioning,115

Relationshipsbuilding, 218in changing research paradigm/approach, 208, 217

between company andcustomer, 149

culture and, 200–202in increasing sales, 85–86, 89,98

lead-and-lag, 189in listening, 2between market share and shareof conversational voice,161–162, 176–180

in reputation management, 126in rethinking media, marketing,and advertising, 222

with brands, 154Relevanceimproving competitiveness and,105

in rebranding and repositioning,113

of Web site content, 78–79Repeat business, in increasing

sales, 89Reportinganalysis and, 24, 25–29in listening, 7monitoring tools for, 20in social TV ratings, 165

Repositioning, of products andservices, 112–123

Representativeness, in changingresearch paradigm/approach,215

Representatives, in managingexpectations, 157–159

Reputation, questions related to,11

Reputation management,124–137

monitoring tools for, 19–20Reputation-threat identification,

listening and, 4Research. See also Listening

research; Social mediaresearch; Social research

biometric, 195–198fielding, 24–25formulating questions in, 10–11managing, 6–7

neo-tribal analytics in,205–206

quality of, 24–25in rebranding and repositioning,114, 115–116

social media listening in, 2–3,3–4, 4–5, 7

Research and development (R&D)key performance indicators and,12

listening and, 3Research content, harvesting

correctly, 24Researcher-led methods,

consumer-led methodsversus, 217

Researchers, neo-tribes and, 203Research paradigm, in social

media listening’s future,191–192, 207–219

Research professionals, inchanging research paradigm/approach, 210–211

Research Services group, 121.See alsoMeredith entries

Research subjects, determining,9, 12

Reseller businesses, in CDWcase study, 89

Respect, in customer care andsatisfaction, 150, 154–157

Responsesin reputation management, 126in strategic competition,139–140

Response times, 12Results, converting potential into

meaningful, 35–36Retailersin increasing sales, 86reviewer characteristics and,187

Rethink Convention þ Expo, 258Rethinking, in social media

listening’s future, 191–192,220–228

Returned purchases, solvingproblems with, 159–160

Return on investment (ROI), inchanging research paradigm/approach, 211

Retweets, case study of, 79–80Reviewers, characteristics

of, 187Reviewschallenging conventionalwisdom about, 189–190

helpful, 186, 187, 189, 190product coverage by, 187in rethinking media, marketing,and advertising, 224

in sales forecasting, 182,186–188

unfavorable, 187Review sites, ximedia and marketing and, 220

RightNow, 251

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Ripple6, 67, 251‘‘Ripple effect,’’ in rethinking

media, marketing, andadvertising, 220, 221–223

Risk, in strategic competition,145

Roberts, Brian, 158–159Rolfe, Denise, 107Rolloutsconsumer trials and, 91–92real-time feedback for, 93–95

Rosenblum, Jeff, 52Roth, Tom, 171RSS (Really Simple Syndication),

277RTL Nederland, 167Rubel, Steve, 125Rule Breakers, 204Running, of social media listening

programs, 6–7

Safety, in reputation management,127–128

Salesemerging plays to predictchanges in, 188–190

finding ways to increase,26–27, 85–99


searching out, 102Sales Academy, CDW, 90Sales drivers, listening and, 3Sales forecasters, 181–182Sales managers, in increasing

sales, 90Salespeople, in increasing sales,

85–86Sales predictionsleverage of, 189listening and, 3listening-based, 162,181–190

sharing, 190Sales ranking, predicting sales

and, 182Sales tactics, in increasing sales,

87–88Sample sizes, in listening

research, 6Samsung, 178case study of, 185

‘‘Sandwich generation,’’ 44‘‘Sandwich situation’’ research,

37, 45, 169SAP Business Objects Text

Analysis, 249SAS Institute, 250SAS Text Miner, 250Satisfaction. See Customer

dissatisfaction; Customersatisfaction

Scalability, of word-of-mouthbroadcasting, 226–228

Scalable technologies, in changingresearch paradigm/approach,213

Scale, in customer care andsatisfaction, 150

Scheduling, as affectingconversation, 178

Schlack, Julie Wittes, on insightrelevancy, 15

Schuhlich School of Business, 200Scoopler, 242Scope, in social media

listening, 59Scoring, of sentiment, 28Scott, Dagny, 171, 193on listening to signals,194–195

Scout Labs, 246Scrabble, 139–140, 145case study of, 146–147

Scrabble Beta, 146Scrabble Worldwide, 146Scrabulists, in Scrabble case study,

146–147Scrabulous, in Scrabble case study,

146–147Search analysis, in sales

improvement, 26–27Search data, in spreadsheets,

189Search engine listening, 38Search enginesas listening solutions, 17–19in sales strategies, 189vendors of, 237–242

Searches, Internet, 37–38Search listening, 40Search queriesanalysis of, 38predicting sales and, 182

Search tactic, 37Search tools, 7Search trends, for sales

forecasting, 182, 184–185Seasonal eating/shoppingin food-shopper mind-set,42, 43

Secular Idolaters, 204Segmentationin listening-based targetingstrategies, 175

in rebranding and repositioning,115, 116

in rethinking media, marketing,and advertising, 224–225,225–226

in social media listening, 59Segmenting people, listening and, 3Self-esteem, in Dove case

study, 119Self-identity, tribes in, 205Self-serve solutions, monitoring

tools in, 20Self-service, 277Selling periods, 178Senior management, sharing sales

predictions with, 190Sentimentchallenging conventionalwisdom about, 189–190

in changing research paradigm/approach, 213, 214, 215

increasing confidence in, 28managing negative, 133–134in MINI case study, 95–96in product reviews, 187–188in sales forecasting, 183–184

Sentiment360, 247Sentiment analysis, 277Sentiment engine, 28Service interruptions, 129Service needs, for caregivers, 45Service-oriented strategy, in

increasing sales, 85–86Service providers, 16Servicesimproving, 76–84increasing sales of, 85–99rebranding and repositioning,112–123

social-media-powered listening,148

Sharing, 277Sharing insights, in increasing

sales, 88SheSpeaks, 94, 252Shipping, solving problems with,

159–160Shopping, social research and, 5Short-term listeningimproving competitiveness via,100

predicting sales via, 181–190Signalsin listening, 1, 2listening to new, 191, 193–198

Silent Spring (Carson), 135Silk soy beveragecase study of, 92–93increasing sales of, 86, 88

Simplification, in changingresearch paradigm/approach,217–218

Sinclair, Upton, 194Single-product companies, 109–110Skillsin changing research paradigm/approach, 211

text analysis and, 22Sociability, 18Social action, 277Social bookmarking, 277Social bookmarks, 16as listening solution, 18

Social business platforms, 67Social channels, media and

marketing and, 220Social CRM, monitoring tools for,

19. See also Customerrelationship management(CRM)

Social graph, 277Social graph data, in rethinking


Social issues, in reputationmanagement, 135–137

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Social life, television in, 164Social listening, in rethinking

media, marketing, andadvertising, 223–226

Social media, 277in American Telephone andTelegraph case study, 158


in Comcast case study,158–159

consumer trials and, 91culture and, 199in increasing sales, 87–88innovations in listening-led,161–162

in managing expectations,157–159

in new product co-creation,61–65

organizing for success with,230–232

problems with, 230–231reputation management via,124–137

in rethinking media, marketing,and advertising, 221, 223–226

searching for resonant topics,70–71

tracking buzz in, 97–98in verifying solutions toproblems, 159–160

word-of-mouth advertisingand, 97


Social media analysisin changing research paradigm/approach, 208, 213–215


Social media audits, improvingcompetitiveness via, 104

Social media center ofexcellence, 10

Social media conversationsadvertising versus, 176, 177listening to, 2, 3, 4media and marketing and, 220in MINI case study, 95–96for sales forecasting, 181–182

Social media data, in market-shareachievement, 179

Social-media-enhanced models, inmarket-share achievement,179

Social media KPIs, 12, 29. See alsoKey performance indicators(KPIs)

Social media listening, 232–235,277

in advertising and marketing,31–34


characteristics of less successful,33

characteristics of mostsuccessful, 32

competitor risk and, 145in creating resonant messages,68–75

credit-card holders and, 40–41customer care and satisfactionvia, 148–160

discovering new customers via,47–54

food-shopper mind-set and,41–44

improving competitiveness via,109–110

in increasing sales, 85–99in market-share achievement,179

measurement of, 161,163–168

mental models for, 229–230,233–235

new frontiers in, 191–192in new idea fine tuning,65–67

in new product co-creation, 65new product development and,55–67

in Old Spice case study, 102in product/service improvement,76–84


in reputation management, 127research using, 4–5, 7in sensing change to compete inthe present, 99–111

in strategic competition,138–146

strategy for, 35–46for understanding consumermind-sets, 59–61

Social media listening data, 190Social media listening

metrics, 277Social media listening

research, 7Social media marketingimproving competitiveness via,100–101

in product line extension,108–109

word-of-mouth marketing and,227, 228

Social Media Marketing Group,228

Social media metricsin improving competitiveness,105–106

in marketing Suzuki Hayabusamotorcycle, 52

in product line extension, 108–109

Social media monitoring, 4–5, 6in changing research paradigm/approach, 213–214, 215


in customer care andsatisfaction, 151–154, 156,157, 158–159, 159–160

in discovering new customers,64

in gauging market interest,57–59

in generating consumerexcitement, 101–102

improving competitiveness via,103–104, 104–106

in increasing sales, 91, 94–95as listening solution, 17, 19–20primary role of, 19–20in product/service improvement,78–79, 82–84

in reputation management,127–128, 128–130, 131–132,133–134, 135–136

in sales improvement, 26–27in strategic competition,140–142, 144–145, 146–147

vendors for, 237, 242–250Social media monitoring tools, 17Social media networks, in product

line extension, 108–109Social media profiles, 57in Bacon Salt case study, 57–59

Social media researchchanging paradigm/approachin, 207–219

encouraging, 37impacts of, 37in increasing sales, 94–95,95–97


Social media sources, inreputation management,128–130

Social media support, in customercare and satisfaction, 150

Social Mention, 242Social monitoring, 278. See also

Social media monitoringSocial networking, 278policies for, 157

Social networks, 16, 278consumer trials and, 91–92in conversation footprint, 14in customer care andsatisfaction, 150

customer dissatisfaction on,131–132

in gauging market interest, 58as listening solution, 18in Nestl�e case study, 135–136in rethinking media, marketing,and advertising, 220–221,223–226

in sales forecasting, 183Social news, 278Social Radar, 245Social research, 4–7, 278on caregivers, 44–45in creating resonant messages,70–71, 72–73

298 Index

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on credit-card holders, 40–41in discovering new customers,49–51, 53–54, 59–61, 61–64,65–67

on food-shoppers, 42–44improving competitiveness via,103–104, 106–107, 107–109

increasing product loyalty via,110–111

in increasing sales, 88–90,92–93, 97–98

in product positioning, 142–144in product/service improvement,81

in rebranding and repositioning,114–116, 116–118, 118–120,120–122

‘‘Social sampling’’consumer trials and, 91, 92in increasing sales, 87–88

‘‘Social service’’ movement,traditional customer serviceand, 149

Social sites, 278Social television, measurement of,

161, 163–168Social TV ratings, 164–166conversation collection/analysisfor, 165

digital media and, 164–165emerging plays for, 166–167history of, 163–164reporting in, 165source selection for, 165traditional ratings versus, 165

Social Web, in rethinking media,marketing, and advertising,222

Societal shifts, 44Softwareassuring accuracy of, 25consumer backyard and, 13in listening research, 6

Software as a Service (SaaS), 278Software companies, for text

analytics, 20–21Sony, 178case study of, 185

Sources, footprint of, 13, 14Source selectionfor listening, 12, 14for social TV ratings, 165

Southwest Airlines, 171Spam, filtering, 25Spectators, in rethinking media,

marketing, and advertising,224–225, 226

Spiders, 13Sponsorship, in new idea fine

tuning, 66–67SportsNation, case study of,

106–107Spreadsheets, search data in, 189Springer, Don, on credit-card

holders, 41Sprint Cup Series, 81‘‘Squeeze’’ campaign, 116–118

Staffing, of social media, 231Staff resources, text analysis

and, 22Stakeholdersin changing research paradigm/approach, 208

mental models and, 234in reputation management, 126

Standards, in changing researchparadigm/approach, 217

Standing search, 278. See alsoPersistent search

Starbucks, 31Status, 278Status updates, 278for sales forecasting, 182,183–184

Steam n’ Mashcase study of, 94–95increasing sales of, 86, 88

Stereotypes, neo-tribal analyticsand, 206

Stereotyping, mental models and,233

Stew Leonard’s, 61, 91Sthanunathan, Stanon changing research paradigm/approach, 207, 208–211

on consumer co-creation, 64on listening research, 10, 29, 36

Stimulating trials, 90–93Stone, Biz, 80Stories, in changing research

paradigm/approach, 208Storytellers, in changing research

paradigm/approach, 218Storytellingmarketing Hennessy Cognacand, 49–51

in reporting research, 29Strategy (strategies)in changing research paradigm/approach, 210–211, 212

for listening-based targeting,174–175


prediction-led, 162, 181–190in rethinking media, marketing,and advertising, 221

social media and, 230for social media listening,35–46

social TV ratings and, 166–167Strengths, in strategic

competition, 140–142.See also SWOT (strengths,weaknesses, opportunities,threats) analysis

Subaru, 171Subjectivityof reviews, 186in text mining for productfeatures, 188

Subscribing, 278Subtopics, 278Suggestion boxes, 61

online and offline conversationsand, 172

Suggestions, in new idea finetuning, 66–67

Sullivan, Monica, 70–71Super Bowl commercials, 178case study of, 196–197

Superficiality, of social media, 230Super-reviews, on Amazon, 187Support, in customer care and

satisfaction, 150, 151Supporting evidence, in listening

research, 27Surfing, neo-tribal analytics and,

206Survey responses, 38Surveysin addressing consumerperception, 72–73


marketing Hennessy Cognacand, 50

online and offline conversationsand, 172

in product positioning, 143psychographic, 205for sales forecasting, 181social media listening versus, 48

Sustainability, as social issue,136–137

Suzuki Hayabusa, 5, 12, 101, 193case study of, 51–52, 169–170174–175

‘‘Sweeteners,’’ in increasing sales,90

SWOT (strengths, weaknesses,opportunities, threats)analysis, 138

Synchronicity, in product/serviceimprovement, 84

Synovate, on food-shoppermind-set, 42

Synthesis, in changing researchparadigm/approach,209–210, 216–219

Sysomos, 247

Tag cloud, 278Tagging, 278Taglines, in product/service

improvement, 83Tags, 278Tampax, 79Targetinglistening-based, 161, 169–175social TV ratings and,166–167

Targeting insights, 173Targeting people, listening and, 3Target market analysis, improving

competitiveness via, 104Tassimo pod coffee maker,

26–27, 138case study of, 18, 140–142

Teams, listening, 10Techies, 203

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Technologyin changing research paradigm/approach, 211, 216–219


Technorati, 240as listening solution, 18

Technorati authority, 278Techrigy SM2, 242Teenagers, 201, 202Television (TV). See also TV

show ratingsadvertising spending in, 74in creating resonant messages,68–70

in ESPN case study, 106–107measurement of social, 161,163–168

social research and, 5Television programming, listening

and, 4Temis Lucid, 250Teragram, 250Terms, 278Texada, Jennifer, 82Text analysis, vendors for, 237,

247–250Text analytics, 38, 278. See also

Text analytic toolsin changing research paradigm/approach, 214

in price improvement, 26Text analytic services, 21Text analytic software, 97Text analytic tools, 7. See also

Text analyticsas listening solutions, 17,20–22

Texting, 25Text mining, 188–189for product features, 188

Themes, 278Third parties, in increasing

sales, 90Thought leadership, in increasing

sales, 89Threads, 278in creating resonant messages,71–72

Threats. See SWOT (strengths,weaknesses, opportunities,threats) analysis

Threats to reputation, listeningand, 4

Tiger Woods PGA Tour, in EASports case study, 133–134

Time allocation, in rethinkingmedia, marketing, andadvertising, 221

Timeliness. See also Passage oftime

of data, 184–185in social media listening’sfuture, 191–192

Titelman, Ethan, on increasingsales, 87

TNS Cymfony, 178, 225, 254

on food-shopper mind-set,41, 42

in reputation management, 128on share of voice versus share ofmarket, 176

Tobaccowala, Rishad, 69on consumer perception, 72on rethinking media, marketing,and advertising, 221,226–228

Topicality, in source vetting, 14Topics, 278in private communities, 22–23for resonant messages, 70–71in social media listening, 59

Top reviewers, 187Topsy, 241Trackback, 278Trade-off analysis, in product

positioning, 143Traditional customer service‘‘social service’’ movementand, 149

supplementing with social-media-listening customerservice, 149–151

Trainingin social media, 231word-of-mouth marketing and,227

Transactional analytics, inchanging research paradigm/approach, 211–213

Transparencyin customer care andsatisfaction, 150, 154–157

customer dissatisfaction and,132

of suggestion boxes, 61Travelers, customer care and

satisfaction for, 151–154Travelocity.com, 171Trek Light Gear, 109Trek Light Hammocks, 99–100case study of, 109–110

Trending words/phrases,consumer mind-sets and, 36.See also Search trends

Trendrr, 247Trends, in changing research

paradigm/approach, 213–215Trend Tool, 241Triangulation, in listening

research, 27Tribal analytics, 205–206Tribes, 203. See alsoNeo-tribesTripAdvisor.com, 68–69, 70Trolls, 278Tropicana Pure Premium Orange

Juicecase study of, 114, 116–118rebranding and repositioningby, 113–114

True Citrus, 77, 82case study of, 82–84

True Lemon powder, 82, 83True Lime powder, 82, 83

True Orange powder, 83Tuning, of marketing to consumer

interests, 81–82. See also Finetuning

TV show ratings, influence ofreviews on, 186. See alsoTelevision entries

Tweetmeme, 241Tweet rate, in sales forecasting,

183–184Tweets, 278in JetBlue case study, 151–153,154–156

for sales forecasting, 182,183–184

Twitter, xi, 13, 16, 195, 279African-Americans on, 48in American Telephone andTelegraph case study, 158

case study of, 79–80in Comcast case study, 158–159consumer trials and, 91customer care and satisfactionvia, 148

Fiat MIO project and, 62, 63hashtags on, 275–276in improving competitiveness,105

in JetBlue case study, 151–153,154–156

as listening solution, 18in MD Anderson Cancer Centercase study, 82

media and marketing and, 220in Old Spice case study, 102in product/service improvement,77

in sales forecasting, 183–184television and, 163–164in True Citrus case study, 83word-of-mouth marketing and,227

Twitter-centric services, vendorsof, 240–241

Twitter Search, 241Twitter Venn, in Kraft Foods case

study, 141–142Twitterverse, 279Twittorati, 240Two-way company-customer

listening, 234Tylenol, 21, 26, 139case study of, 143–144

‘‘Tyranny of the installed marketresearch base,’’ x

Unconscious, the, 196, 197Unfavorable reviews, 187passage of time as diminishing,188

Unilever, 120United Kingdom, advertising

campaign in, 74United States. See also African-

Americans; American entries;Asian-Americans

advertising spending in, 73–75

300 Index

BINDEX 02/28/2011 23:47:49 Page 301

in Kraft Foods case study,141–142

Scrabble in, 146social networking in, 223television viewing in, 163

Updates, 279Uploads, 279Urban cultures, 174URL (Uniform Resource Locator),

279Used-desired features, in core

brand, 79–81User forums, in EA Sports case

study, 133–134User-generated content (UGC),

279

Validation, in changing researchparadigm/approach, 215

Vallese, Julie, 127–128Value creation, in social media

listening, 232–235Varian, Hal, 184–185Vendor profiles, 237–257Vendors, see AppendixVendor tools, 7Verbal information, mental

models and, 234Vernacular, 25Vetting of sources, 13, 14, 15Videoblog, 279‘‘Video Consumer Mapping’’

study, 225Video games, 197in EA Sports case study,133–134

Videosin EA Sports case study,133–134

improving competitiveness in,104

in Nestl�e case study, 135–136in Old Spice case study, 102

Video sharing, 16Video streaming, 133Viewer interest, creative

input and, 167Visible Technologies, 257Vision 54 program, 235Vision Council, NASCAR

improvements from, 81Vision Critical, 252Visualization, in changing

research paradigm/approach,208, 218

Vitaminwater Connect, 207tcase study of, 10, 64–65

VivaKi, 69, 221, 226Vlog, 279Voices. See also Buzzin achieving market goals, 161–162, 176–180

determining, 9, 12, 14–15in discovering new customers, 51hearing changes in, 48improving competitiveness via,109–110


in rebranding andrepositioning, 113

in reputation management, 125,128, 130–131

word-of-mouth marketingand, 227

VUCA (volatility, uncertainty,chaos, ambiguity) world,competing in, 99

Vulnerability, in market-shareachievement, 179

Wacker, Watts, on neo-tribes, 206Wall, 279Want lists, from customers, 61Ware, Britta C., 109, 120–121,

121–122on changing research paradigm/approach, 208, 216–219

Weaknesses. See SWOT(strengths, weaknesses,opportunities, threats)analysis

Web. See also Internetin changing research paradigm/approach, 210, 212, 214–215

in rethinking media, marketing,and advertising, 222–223,224–225

social media and, 231in social media listening,232–233

Web 2.0, 279Web analytics, 279Web-based self-service tools, text

analytics among, 21Web browsers, in creating

resonant messages, 71Webclipping.com, 247Web server logs, behavioral

listening and, 170Web site redesign, in product/

service improvement, 83Web sites, xiadvertising spending on, 74in American Telephone andTelegraph case study, 158

ARF, 258behavioral listening and, 170Campaign for Real Beauty,118–120


Fiat MIO, 62improving competitiveness via,100, 103–104

keeping content fresh/relevant,78–79

linking, 170marketing Hennessy Cognacand, 49–51

for marketing Suzuki Hayabusamotorcycle, 52

offline conversations and,171–172

in reputation management,127, 129

video streaming, 133Vitaminwater, 64

Werbach, Kevin, in Scrabble casestudy, 146

Wharton School, 229, 232WhiteWave Foodscase study of, 92–93increasing sales of, 86

Whole Foods, 148, 151‘‘Who, what, where,’’ in social

media listening, 59Wieden þ Kennedy, 101–102Wiki, 279Williams, Evan, 80Wind, Yoram ‘‘Jerry,’’ 36, 232,

259on listening organizations, 229,232–235

‘‘Winning plays’’Understand the consumer’smind-set, 35

Discover new customers, 47Drive new product developmentand innovation, 55

Create messages that resonate,68

Improve products and services,76

Increase sales, 85Sense change to compete in thepresent, 99

Rebrand and repositionproducts and services, 112

Manage reputation, 124Compete strategically, 138Provide customer care andincrease customersatisfaction, 148

to compete strategically,138–140

for customer care andsatisfaction, 149–151

in increasing sales, 85–88in product/service improvement,76–77

for rebranding/repositioningproducts/services, 112–114

for reputation management,125–127

in sensing change to compete inthe present, 99–101


Wired infrastructure, in AmericanTelephone and Telegraphcase study, 158

Wiredmagazine, advertising in,197

Wireless infrastructure, inAmerican Telephone andTelegraph case study, 158

Womendiscovering new customersamong, 51

in Dove case study, 118–120

Index 301

BINDEX 02/28/2011 23:47:49 Page 302

Women (Continued)energy-restoring foods for,60–61

gender, multicultural, andLGBT listening and,170–171

in new idea fine tuning, 66–67Woods, Tiger, in EA Sports case

study, 133Word cloudsin Kraft Foods case study, 141in monitoring tools, 19

Word of mouth (WOM), 279. Seealso Buzz



Word-of-mouth advertising, 178power of, 97

Word of Mouth MarketingAssociation University, 95

Word-of-mouth reportslistening to, 171–172in Ore-Ida case study, 95

in Silk case study, 92–93WordPress, 16Words. See alsoWords/phrasesbroad/alternative meanings of,114


in context, 172–174mental models and, 234

Wordscraper, in Scrabble casestudy, 146

Words/phrases, consumer mind-sets and, 36

Workflow, 279monitoring tools for, 19

World War II, listening methodssince, 16

‘‘Worldwide living room,’’television and, 163

X Factor, 167XML (eXtensible Markup

Language), 279

Yahoo!as listening solution, 18searches analyzed, 38

Yahoo! Buzz, 239Yahoo! Index, 239York University, 200YouTube, xi, 13, 16, 279in American Telephone andTelegraph case study,158

in EA Sports case study,134

marketing Hennessy Cognacand, 51

in Old Spice case study, 102in reputation management,126

television and, 164

Zanger, Doug, 156Zappos, 124, 146, 149, 150Zogby, John, 44, 199on neo-tribes, 203–206

302 Index

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