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The business of belonging : how to make community your competitive advantage /
"The idea of business community is changing. Older, traditional approaches to build community, such as those of Raving Fans, are about getting people to love your brand and product and evangelize it. But to be a true community, those fans need to be connected to each other, and given clear path...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley & Sons, Inc.,
[2021]
|
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
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| 003 | OCoLC | ||
| 005 | 20231017213018.0 | ||
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| 008 | 201201s2021 njua ob 001 0 eng | ||
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| 020 | |a 1119766117 |q (electronic book) | ||
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| 020 | |a 1119766141 |q (electronic book) | ||
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| 020 | |z 9781119766124 |q (hardcover) | ||
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| 050 | 0 | 4 | |a HF5415.5 |b .S68 2021 |
| 082 | 0 | 0 | |a 658.8/12 |2 23 |
| 049 | |a UAMI | ||
| 100 | 1 | |a Spinks, David, |e author. | |
| 245 | 1 | 4 | |a The business of belonging : |b how to make community your competitive advantage / |c David Spinks. |
| 264 | 1 | |a Hoboken, New Jersey : |b John Wiley & Sons, Inc., |c [2021] | |
| 300 | |a 1 online resource (xix, 188 pages) : |b illustrations (some color) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 504 | |a Includes bibliographical references and index. | ||
| 520 | |a "The idea of business community is changing. Older, traditional approaches to build community, such as those of Raving Fans, are about getting people to love your brand and product and evangelize it. But to be a true community, those fans need to be connected to each other, and given clear paths to contribute. The Business of Belonging is about creating such a valuable community around your brand and product that customers not only become more loyal, they also become contributors and leaders who help accelerate the growth of your business. It's the world's first book for the decision maker who wants to better understand community, and for the community builder who wants to succeed in the world of business. This book will walk you through the exact process you need to align community with business objectives like growth and retention, and how to make these things measurable and actionable. It will follow the SPACES Model, which holds that growth through community comes in 6 areas: Support, Product, Acquisition, Contribution, Engagement and Success."-- |c Provided by publisher | ||
| 588 | 0 | |a Online resource; title from digital title page (viewed on March 26, 2021). | |
| 505 | 0 | |a Cover -- Title Page -- Copyright -- Contents -- Foreword -- Introduction -- Chapter 1 Why Community Is the New Competitive Advantage -- A Customer Community Is Born -- The Rise of Community-Driven Business -- Giving Customers a True Sense of Community -- Membership -- Influence -- Integration and Fulfillment of Needs -- Shared Emotional Connection -- The Unrivaled Scalability of Community -- Community Is an Extension of Your Team -- The Power of Owning a Topic in People's Minds -- The One Thing They Can't Copy -- Good for Business, Good for Humanity -- Chapter 2 The Fundamentals of Community Strategy -- The Three Levels of Community Strategy -- The SPACES Model: The Six Business Outcomes of Community -- Support -- Product -- Acquisition -- Contribution -- Engagement -- Success -- Metrics and the Attribution Challenge -- Finding Your Community Focus -- Growth Engines vs. Cost Centers -- Choosing a Measurement Framework -- The Community Investment Journey -- The Seed Stage -- The Growth Stage -- The Maturity Stage -- Community Pollination -- Chapter 3 Creating a Social Identity -- The Social Identity Cycle -- Who Is Your Community Built For? -- When in Doubt, Get More Specific -- Look for the People Who Feel Isolated -- Who Doesn't Belong? -- Investing in Diversity, Equity, and Inclusion from Day One -- What Is Your Community's Personality? -- How Can You Make Your Members Feel "Cool"? -- Should Your Community Have a Unique Identity from Your Company Brand? -- Finding Sub-Identities within Your Community -- Defining Identity by Levels of Contribution -- Chapter 4 Mapping the Community Participation Journey -- The Commitment Curve -- The Four Levels of Participation -- How to Attract Members to Your Community -- Creating Intentional Barriers to Entry -- Designing a Compelling Onboarding Experience -- How to Move Members Up the Commitment Curve. | |
| 505 | 8 | |a Activating Successful Community Leaders -- Chapter 5 Validation, Rewards, and Incentives -- Creating Habits with Rewards -- Extrinsic vs. Intrinsic Motivations -- Avoid Replacing Social Norms with Market Norms -- SNAP! A Framework for Effective Extrinsic Rewards -- Status -- Networking -- Access -- Perks -- The Thing about Gamification -- Come for the Utility, Stay for the Unity -- Measuring Community Health and Engagement Using the Social Identity Cycle -- Identification -- Participation -- Validation -- Chapter 6 Designing Community Spaces and Experiences -- The Two Kinds of Community Experiences -- Repetition, Repetition, Repetition -- The 7Ps of Community Experience Design -- Example of The 7Ps: Tuesdays Together -- The 7Ps Keep Communities Engaged -- Curating the Right People for the Right Purpose -- Aligning Size with Purpose -- Choosing Community Software Platforms -- Should You Host Your Community on a Free Social Network? -- Designing Spaces That Make People Feel Seen -- Starting with a BANG! -- Creating Peak Moments -- Facilitating Small-Group Discussions -- Tell Your Members How to Participate -- How to Get Members to Be Open and Vulnerable -- Keep Your Rules Short and Simple to Start -- My Three Go-To Community Rules -- 1. What's Shared Here Stays Here -- 2. Give More Than You Take -- 3. Critique the Idea, Not the Person -- Using Metrics to Optimize Community Spaces and Experiences -- Chapter 7 Activating Community Engagement -- Engagement Is a Constant Experiment -- Personal Invitations and "Doing Things That Don't Scale" -- Ask for Permission -- Don't Fear the Crickets -- Talk Funny -- Find the Funny in Failure, Frustration, and Pain Points -- Use the Rule of Three -- Put the Word the Humor Hinges on at the End of the Sentence -- Crowdsource Your Comedy -- Call Out Awkward Silences -- How to Spark Great Debates. | |
| 505 | 8 | |a Moderation Is Never Personal -- Default to Transparency and Admit Your Mistakes -- Use Your Authentic Voice -- Keep Your Energy High and Positive -- Go Forth and Build Community! -- Bibliography -- About the Author -- Acknowledgments -- Index -- EULA. | |
| 590 | |a O'Reilly |b O'Reilly Online Learning: Academic/Public Library Edition | ||
| 650 | 0 | |a Customer relations. | |
| 650 | 7 | |a Customer relations |2 fast | |
| 776 | 0 | 8 | |i Print version: |a Spinks, David. |t Business of belonging. |d Hoboken, New Jersey : Wiley, [2021] |z 9781119766124 |w (DLC) 2020053682 |
| 856 | 4 | 0 | |u https://learning.oreilly.com/library/view/~/9781119766124/?ar |z Texto completo (Requiere registro previo con correo institucional) |
| 938 | |a EBSCOhost |b EBSC |n 2892661 | ||
| 938 | |a YBP Library Services |b YANK |n 302001907 | ||
| 994 | |a 92 |b IZTAP | ||