The business of belonging : how to make community your competitive advantage / David Spinks.

Format:

Book

Author/Creator:

Spinks, David, author.

Language:

English

Subjects (All):

Customer relations.

Physical Description:

1 online resource (xix, 188 pages)

Place of Publication:

Hoboken, New Jersey : Wiley, [2021]

Summary:

"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."-- Provided by publisher.

Contents:

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.

Notes:

Description based on print version record.

ISBN:

9781119766117

1119766117

9781119766148

1119766141

OCLC:

1243550419