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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Spinks, David (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken, New Jersey : John Wiley & Sons, Inc., [2021]
Temas:
Customer relations.
Customer relations
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • 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.
  • 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.
  • 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.

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