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The community manager's playbook : how to build brand awareness and customer engagement /
Savvy companies recognize the value of a strong community. Think of Nike and its community of runners, Nike+, and you?ll quickly understand that creating and fostering an online community around a product or brand is a powerful way to boost marketing efforts, gain valuable insight into consumers, in...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
[Berkeley] :
Apress,
2015.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- ""Contents""; ""About the Author""; ""Acknowledgments""; ""Introduction""; ""Part I: Learning""; ""Chapter 1: What Is Community Management?""; ""What Is Community?""; ""What Defines a Community?""; ""8 Key Reasons People Join Communities""; ""What Community Means to Business""; ""Small Business Knows Communities""; ""What Is Community in the Digital Age?""; ""3 Types of Online Communities for Business""; ""The Power of Community Can Make or Break a Business""; ""What Happens When You Neglect Community Management""; ""What Is a Community Manager?""
- ""Measuring the Value of Community Management""""How Community Creates Tangible Value""; ""Almost Ready to Dive In . . .""; ""The Value of Community Management in Your Organization""; ""Don�t Say It�s Over""; ""Chapter 2: Not All Communities Are Created Equal""; ""Background: the Expansion and Scope of the CM Role""; ""What Is a Community Manager Today?""; ""Defining Community Management for Your Organization""; ""What Should the Role Look Like?""; ""Primary Responsibilities""; ""Who Should the CM Report To?""; ""The Risk of Hiring Without Forethought""
- ""Factor in the Probability of Change""""Debate: Social Media Manager or Community Manager?""; ""Community Manager""; ""Social Media Manager""; ""How Do I Find This Magical Person?""; ""1. Narrow the Field: Five Qualities That Every CM Must Have""; ""Personality Characteristics""; ""Work Style Characteristics""; ""2. Choose the Right Candidate: Identify the Characteristics Needed for the CM role You�ve Defined""; ""Experience""; ""Exercises""; ""For Hiring Managers""; ""For Community Managers""; ""Find Your Own Communities""; ""This Chapter Is History""; ""Chapter 3: Hired!""
- ""Choose Wisely""""Jack or Jill of All Trades?""; ""Customizing Community Management for Your Company""; ""Job Descriptions""; ""CM Job #1""; ""Takeaways""; ""CM Job #2""; ""Takeaways""; ""CM Job #3""; ""Takeaways""; ""CM Job #4""; ""Takeaways""; ""CM Job #5""; ""Takeaways""; ""CM Job #6""; ""Takeaways""; ""CM Job #7""; ""Takeaways""; ""Now Go Write the CM Job Description""; ""Hire the Right CM""; ""Setting up the CM Role for Success""; ""Get Hired""; ""How to Build Your Credentials and Portfolio""; ""What Do I Need to Know and to Prepare for the Interview Process?""; ""Toolbox""
- ""Tools for Aspiring CMs""""Tools for Hiring Managers""; ""Summary""; ""Chapter 4: How Community Creates Business Value""; ""Customer First, but How?""; ""Think like a Brand. Act like a Startup.â?¢""; ""What Real Community Management Looks Like""; ""Customer: At the Heart of Strategy""; ""Customer Experience""; ""Customer Journey""; ""From Funnel to Ongoing Engagement""; ""Discovery and Validation: The Learning Loop""; ""Discovery""; ""Validation""; ""Brand: An Outgrowth and Representation of Customer Desires""; ""The Four Main Business Quadrants""; ""Product & Service""