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by Carrie Melissa Jones, Charles Vogl
Building Brand Communities
Cover
Title Page
Copyright Page
Dedication
Preface
Introduction
Part 1: Brand Community Foundations
1: Recognizing Community, Brand Community, and Belonging
2: Supporting Organizational Goals
Part 2: Building from the Beginning
3: Distinguishing Community
4: Starting at the Beginning
5: Team Selection
6: Growth Principles
Part 3: Deeper Ideas
7: Leaders’ and Managers’ Roles
8: Creating Shared Experiences and Space
9: Content Strategy
10: Motivation and Encouraging Participation
11: Measurement and Metrics
Last Word
Appendix A: Brand Goal Practices
Innovation Community Practices
Talent Recruitment and Retention Recruitment Practices
Customer Retention Practices
Marketing Practices for Community
Practices for a Support Community
Practices for Supporting Movement Communities
Appendix B: Worksheets
Worksheet 1: Selecting Founding Members
Worksheet 2: Selecting and Training Leaders
Worksheet 3: Campfire Experiences
Worksheet 4: Identify a Brand Community’s Purpose
Worksheet 5: Encouraging Engagement
Notes
Glossary
Further Reading
Acknowledgments
Index
About the Authors
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Building Brand Communities
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