ARF Foundations Series – Listening

ARF members ask us: what is listening, how does it work and what do I do with it?

A few years ago, they asked similar questions about online advertising. We responded with The Online Advertising Playbook. Published in 2007, that book is a perennial best seller on Amazon and required reading today in business schools like Columbia and NYU.

Why?

We ignored the hype, focused on the substance, loaded it with research, illustrated with substantial case studies and drew plays for using online effectively. We’re doing the same for listening. And you will receive a complimentary copy of The ARF Listening Playbook, our new book, by attending the ARF's Industry Leader Forum.

More than a document,The ARF Listening Playbook is a tool designed for companies that are getting their feet wet, already have some experience, or are fully invested. No matter your level, this series will not confirm what you know, but equip you to move forward.

Need to know where you stand? Take the ARF’s Listening Quotient quiz; the results tell you which parts ofThe ARF Listening Playbookare best for new learning and stretching, and which are best for reminder and review.

Take the Listening Quotient Quiz »

You will take away:

• What listening is and why it is important to brands. Why did a major publisher tell us: “Without listening, we wouldn’t have a company?”
• How 25 brands, not just the social media “poster children,” use listening for consumer insight, customer service, new product development, reputation management, competitive benchmarking, and engaging with customers. We detail the steps listening efforts should know about and follow.
• The features of listening services and software platforms, spanning the gamut from search to sentiment to deep diving conversation mining. In the market? Leverage the features to create your own checklists and evaluative criteria. More than 30 concise capsule reviews give you a jumpstart on leading and emerging solutions.
• How listening helps you understand why your marketing and advertising, offline or online, is working or not, how it can be used to make in-course corrections, and how brands, like cognac maker Hennessy, stumbled on a new market and evolved their relationship over time.
• Understanding that listening is breaking into new applications like media planning, targeting and predictive modeling.

ARF Industry Leader Forum – Putting Listening to Work

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