- accessibility, 137–138, 139, 145
- Accessibility for Everyone (Kalbag), 145
- accountability
- for activities, 84–85
- subgroup, 102
- acknowledgment
- appreciation and, 171–172, 194, 203
- rituals as, 173
- without judgment, 162–164
- activities, 83–85
- advocacy
- community building vs., 60–65
- of members’ needs, 123–124
- within organizations, 195
- Airbnb community, 41–42, 53, 84, 95, 102, 123–124, 168, 184, 186, 199
- Alazraqui, Robyn, 50
- Allen, Melissa, 27
- ALS Ice Bucket Challenge, 11
- Apple, 52
- appreciation
- acknowledgment and, 171–172, 194, 203
- recognition, gratitude, and, 164–167
- rituals as, 173
- Art of Community, The (Vogl), 15–16, 75, 94, 104, 113, 125, 196, 199, 234
- Art of Gathering, The (Parker), 114, 127–128, 148
- Aubé, Caroline, 84
- avataring, 30, 115
- belonging
- creating, 15–16, 45–46
- feeling, 26–27
- measuring sense of, 183–184
- Beryl, Louise, 41–42
- boundaries
- creating for digital space, 143
- defined, 16
- determining community, 24, 47
- event space and time, 29
- gatekeepers and, 114–115, 146
- brand advocacy, 63–65
- brand ambassadors, 199–201
- brand communities
- advancing movements, 39, 53–54
- boundaries for, 114–115
- buy-in of, 42
- camaraderie within, 23–26
- clarifying purpose of, 69, 213
- community forum brands, 39, 54–55
- defined,
- digital spaces for, 142–145
- effect of investment in, 187
- elements of, 18–19
- examples of, –11, 19
- growth expectations for, 97–99
- inspirations for, 18
- managing, 92–93
- meaningful engagement in, 33–35
- needs addressed by,
- practices for support-focused, 202–204
- providing customer service, 39, 52–53
- safety standards for, 116–117
- serving organization and members, 20
- shared experiences in, 29
- sharing contributions with staff, 203
- brand goal practices, 193–207
- acknowledging members, 171–172, 194, 203
- customer retention practices, 198–199
- feedback channels, 194
- marketing, 199–202
- support-focused communities, 202–204
- supporting innovation, 193–195
- talent recruitment and retention, 196–197
- brands. See also brand communities; brand goal practices
- defined, ,
- effect of community investment on, 187
- engaging customers in, 47
- measuring outcomes for, 184–186
- promotion with social media, 66–67
- Brooks, David, 182
- Brown, Brené, 26, 46
- Brown, Stuart, 133, 134
- building community
- advocacy campaigns vs., 60–65
- content for, 149–154
- gamification and, 173–174
- marketing and, 39, 49–52
- promoting and mobilizing vs., –4
- social media management vs., 66–67
- bullying, 115, 119
- Burkus, David, 45
- California Dragon Boat Association, 19
- campfire principle, 129–133, 212
- Cappiello, Traci, 78
- celebration, 153, 196–197
- choice, 157, 159
- Chouinard, Yvon, 43–44
- clicks, 66
- Codingame, 175
- coercion
- communications
- framing rewards with, 165–167
- supporting community growth, 107–108
- transparency in, 108–110
- venues supporting talk, 145–146
- communities. See also brand communities; building community; starting communities
- advocacy campaigns vs., 60–65
- advocating for, 123–124
- buy-in of, 42
- celebrating people in, 153
- crossing boundary into, 24
- debating group identity, 152
- defined, , 15
- esoteric understanding of, 27–28
- making subgroups, 101–102
- managing, 92–93
- marketing and building, 39, 49–52, 199–202
- measuring, 179–190
- members vs. nonmembers of, 187
- mirage, , 36–37
- mutual concern among members, 15, 23
- Pareto principle in, 86–89
- participation in, 21–22
- platforms vs., 59–60
- relationships in, 24, 25–26
- retaining membership expectations of, 105–107
- stages of, 73–77
- stories of, 16, 151–152, 197
- team size and size of, 83
- Community Building on the Web (Kim), 144
- community forum
- goals for, 39, 54–55
- worksheet for, 213
- company. See brands; organizations
- connection. See also relationships
- event space for, 150–151
- motivational factor of, 157, 159
- participation supporting, 22
- sharing community contribution
- with staff, 203
- vulnerability and, 24, 25–26
- content
- celebrating people in community, 153
- community stories as, 151–152
- cultivating friendships, 153–154
- debating group identity, 152
- educational, 151
- goals for community, 149–150
- measuring member, 201–202
- media and shared experiences, 150–151
- welcoming invitations, 152–153
- core principles, , 196
- critical mass stage
- community maturity in, 73, 74–75, 76–77
- planning for growth in, 100
- critical members, 87, 88, 90
- Crossfit, 177–178
- cultivating friendships, 153–154
- customers
- community-based service to, 39, 52–53
- community members vs., 49
- gatherings of, 198
- improving experience of, 41
- retention of, 46–48, 198–199
- customer service brand communities, 39, 52–53
- design
- fun event, 138
- innovating with community buy-in, 42–43
- matching to members, 144–145
- destructive rewards, 166–167
- Digg, 42
- discovery calls, 72, 73
- Dunkelman, Marc, 91
- earned tokens, 167, 168
- eBay, 89
- educational content, 151
- 80–20 rule, 86–92
- elders, 113–114, 194
- empty engagement, 30–31, 31–33
- engagement
- active vs. passive, 46–47
- beginning for two-sided markets, 94–95
- encouraging, 214–215
- meaningful vs. empty, 30–35
- measuring, 31–32, 180
- repeated, 53–54
- work, 45
- Ernst, Michael, 35
- establishment stage
- community maturity in, 73, 74
- planning for growth in, 100
- Etsy, 25, 48, 107, 132, 134, 152–153, 174, 186, 189–190
- events. See also venues
- appealing to senses, 139–141
- campfire, 130, 212
- conditions for communications at, 145–146
- connecting at, 150–151
- conventional wisdom for, 141
- features of shared space at, 146–147
- including fun in, 133–134
- matching to members’ needs, 71
- regular customer gatherings, 198
- seating at, 138–139
- specifying values for, 126–127
- tracking responses to, 181–182
- venues for physical, 136–141, 198
- welcoming members at, 120–121, 143
- experiences. See also shared experiences
- encouraging shared, 48
- innovations improving customer, 41
- member welcoming, 120–121, 143
- shared community, 28–29
- external motivation, 156, 160–161
- false metrics, 98
- Farley, Margaret, 111
- feedback channel, 194, 195
- Fessler, Clyde, 10–11
- Fischer, Aram, 23–24
- Fitbit, 80–81, 142, 200
- Flunder, Rev. Dr. Yvette, 57
- food, 140–141
- Forgery, Scott, 38
- founding members, 77–82
- friendships
- content cultivating, 153–154
- importance of work friends, 45–46
- joining communities to make, 158
- fronting, 115
- Frost, Tom, 43
- fun events
- creating, 133–134
- creating shared experiences as, 150–151
- designing spaces for, 138
- gamification, 173–178
- Ganz, Marshall, 65
- gatekeepers, 114–115, 146
- gatherings. See also venues
- customer, 198
- online platforms for, 203
- paramount, 125
- general members, 87, 88
- Gizmodo, 106
- Glossier, 67
- goals
- community content, 149–150
- developing accurate metrics for, 183
- discovery call, 73
- innovation and, 39, 40–44
- organizational, 38–40
- Google, 19, 78
- Graham, Marcus, , 18, 28, 71–72, 89–90, 109–110, 118
- Grand, Gabriel, 30
- gratitude, 164–167
- growth
- about, 96
- communications supporting, 107–108
- expectations for, 97–99
- goals for, 39
- opportunities for, 197, 198–199
- planning, 99–100
- retaining membership expectations and, 105–107
- stages in community, 73–77
- guidelines for community, 143–144
- Hamilton, Evan, 59–60, 119, 143
- Han, Hahrie, 64–65
- harassment, 116, 117–118
- Harley Owners Group (HOG) program, 10–11, 19, 46–47, 48, 51, 52, 168, 194, 199, 203
- Harris, Parker, 189
- Harvard Business Review, 45
- hate speech, 116, 117, 118
- health
- loneliness and,
- measuring community’s, 180–182
- Heimans, Jeremy, 206
- help
- asking for, 154
- developing forums for, 203
- hiring volunteers, 85–86
- Honeycommb, 28
- Hussain, Ahmad, 10
- IdeaExchange, 43, 189, 195
- identifying leaders, 103–104
- IkeaHackers, 106
- imagery, 144–145
- incentives, 161
- inception stage, 73, 74, 100
- inner ring
- brand ambassadors and, 199–200
- defined, 15, 24
- inviting critical members to, 90
- Salesforce MVPs, 200–201
- innovation
- areas of, 40–42
- developing innovation community, 193–194
- IdeaExchange for, 43, 189, 195
- Patagonia’s efforts in, 43–44
- practices supporting, 193–195
- reducing risk of, 42–43
- supporting goals with, 39
- using feedback on, 194, 195
- insider understanding, 27–28
- internal motivation, 157–158, 160–161, 171
- intimate experiences, 129
- invitations
- delivered by teams, 128
- extending exclusive, 193–194, 200
- motivating community, 157–158
- sharing event intention in, 127–129
- supporting growth with member, 107–108
- welcoming invitations, 152–153
- isolation,
- Jobert, Thibaud, 175
- Jones, Robert, 52
- judgment
- acknowledgment without, 162–164
- appreciation with, 171–172
- Juran, Joseph M., 86
- Kalbag, Laura, 145
- Kastelle, Tim, 40
- Katzenbach, Jon, 84
- Kim, Amy Jo, 144
- King, Marissa, 45
- Lady Gaga. See Little Monsters fan community
- leaderboards, 174–175
- leaders
- advocating for community, 123–124
- developing feedback channel, 194
- encouraging participation, 147–148, 155–156
- extending growth opportunities, 197
- growing segment leaders, 206
- identifying, 103–104
- implementing safety standards, 116–117
- leading at critical mass, 76–77
- managers and elders, 113–114
- maximizing cheap tokens, 168–170
- modeling behaviors, 143
- Pareto principle and, 86–87
- planning for growth, 99–100
- protecting participants, 115–120
- ratio to participants, 84
- selecting and training leaders, 211
- telling and inviting stories, 197
- training, 104–105, 211
- transparency of, 108–110
- understanding unbalanced
- participation, 90
- using campfire principle, 129–133, 212
- welcoming members, 120–121, 143
- Leahy, Allison, 80–81
- Levada, Emily, 128
- Levine, Shira, 20, 41, 78, 89, 90, 205–206
- Little Monsters fan community, 19, 28, 47, 48
- loneliness
- disengagement and, 45
- effect of, –6
- isolation and,
- look-and-feel design, 144–145
- Lululemon, 50, 199
- Lynch, Brian, 109
- managers
- advocating for community, 123–124
- delivering promised values, 122–123
- doing member research, 70–73
- managing community, 92–93
- protecting community’s safety, 117, 118
- responsibilities of, 113–114
- serving as gatekeepers, 114–115
- transparency and, 108–110
- welcoming members, 120–121, 143
- marketing
- community contributions to, 39, 49–52
- supporting community goals with, 199–202
- Maveal, Danielle, 25, 48, 78, 124, 132, 152, 174, 189–190
- McKenna, Elizabeth, 64–65
- Mead, Margaret, 192
- meaningful engagement, 30–35
- measuring
- areas of community, 179–180
- brand outcomes, 184–186
- community activities, 179–180
- community health, 180–182
- community quantitatively, 186–190
- engagement, 31–32
- false metrics, 98
- finding core metrics, 183, 204
- marketing with community, 201
- membership purchasing, 202
- qualitative/qualitative
- measurements, 30
- relationships, 182–183
- reviewing metrics, 185–186
- sense of belonging, 184
- media, 150
- members. See also participants
- brand community service to, 20
- buy-in and co-creation with, 42–43
- camaraderie between, 23–26
- choosing founding, 77–82
- critical, 87, 88, 90
- defined, 21
- expectations of, 105–107
- general, 87, 88
- going beyond fronting, 115–116
- inviting to online brand spaces, 143–145
- matching design elements to, 144–145
- mutual concern among, 15, 23
- name tags for, 146–147
- offering community privileges with, 199
- retention of, 45, 46–48, 119–120
- reviewing metrics on, 185–186
- safety and retention of, 119–120
- understanding, 69–73
- welcoming, 120–121, 143
- Merchant, Nilofer, 40
- Merton, Fr. Thomas, 192
- Miata, 21–22
- Michlin, Guy, 95, 184
- mirage communities, , 36–37
- mission, growth vs., 98
- motivation
- combining external and internal, 160–161
- connection as, 157, 159
- external, 156
- internal, 157–158
- rewards for, 170–171
- movements, 39, 53–54
- multi-sided platforms, 94
- mutual concern, 15, 23
- Nadaraja, Nish, 25, 33–35, 94, 188
- name tags, 146–147
- network effect, 93–94
- New York State Association of Independent Schools, 19
- New York Times, 109
- norms, community, 74
- Oakland Adventure Club, 18, 19, 88, 102, 121, 138
- Obama for President organization, 64–65
- online space
- community venues in, 142–145, 203
- inviting members to, 143–145
- loneliness in, –6
- organizations. See also brands
- advocacy within, 195
- brand community service to, 20
- clarifying purpose of, 69, 213
- defined, 17
- goals of, 38–40
- sharing community contributions with, 203
- types of, 17
- paramount gatherings, 125
- Pareto principle, 86–92
- Pareto, Vilfredo, 86
- Parker, Priya, 114, 127–128, 148
- participants
- campfire events and space for, 129–133, 212
- defined, 21
- delivering promised values to, 122–123
- fun events for, 133–134
- inspiring, 27
- invitations to shared events, 127–129
- participation conditions for, 22–23
- protecting, 115–120
- segmenting, 204–205
- sharing intimate experiences, 129
- sharing values with online, 143
- types of, 21–22
- venues supporting conversations, 145–146
- vulnerability and disclosure by, 154
- participation
- combining internal/external motivation for, 160–161
- designing events for customer, 198
- external motivation for, 156
- internal motivation for, 157–158
- rewards for motivation, 170–171
- tracking responses to, 181–182
- types of participants, 21–22
- unbalanced, 90
- Pasek, Benj, 13
- Patagonia, 43–44, 186, 193, 196, 200
- Paul, Eric, 26
- Paul, Justin, 13
- platforms
- gatherings via online, 203
- multi-sided, 94
- providing opportunities on, 206–207
- recognizing, 59–60
- Play (Brown and Christopher), 134
- product innovations, 40–41
- progress
- advancing movements, 39, 53–54
- motivational force of, 157
- stagnation vs., 159–160
- promotions, –4
- purpose
- clarifying brand community, 69, 213
- sharing community, 23–24
- talent recruitment and retention and, 196, 213
- qualifications for founding members, 79–80
- qualitative measurement, 30
- quantitative measurement, 30
- recognition, 164–167
- Reddit, 54, 59, 119–120
- relationships
- advocacy vs. community, 61–63
- building trusting, –4, 98–99
- celebrating growth and change in, 196–197
- community based on, –8
- content cultivating friendships, 153–154
- effect of cheap tokens on, 168–170
- establishing change in corporate, 85
- importance of work friends, 45–46
- measuring, 182–184
- motivation’s effect on, 156
- vulnerability and, 24, 25–26, 154
- relevance, 38–39
- research on members, 70–73
- retention
- customer, 46–48, 198–199
- importance of, 44–46
- invitations motivating community, 157–158
- reviewing metrics on, 185
- safety and member retention, 119–120
- supporting goals with, 39
- rewards, 161–171. See also tokens
- acknowledgment and appreciation, 171–172, 194, 203
- acknowledgments without judgment, 162–164
- combining with external motivation, 170–171
- gamification, 173–178
- incentives, 161
- recognition, gratitude, and
- appreciation, 164–167
- rituals, 173
- using with internal motivation, 171
- Rifat, Sr. Sabina, –10
- risks of innovation, 42–43
- Ross, Jeremy, 28
- Sacks, Jennifer, 43, 195
- safety
- creating community, 48
- ensuring physical event, 137
- maintaining community, 24
- perception of, 146
- protecting community’s, 117, 118
- role of vulnerability in, 25–26
- standards for, 116–117
- violations of, 118
- Salesforce, 20, 42–43, 52, 142, 188–189, 195, 200–201
- Scarnewman, Bobby, 38, 49, 117–118, 130
- seating at events, 138–139
- seeding, 80
- segmentation stage
- community maturity in, 73, 75–76
- growing segment leaders, 206
- planning for growth in, 100
- segmenting participants, 204–205
- segmenting, 205
- Sephora, 20–21, 41, 42, 47, 52, 61, 67, 78, 90, 127, 142, 187
- Seppälä, Emma, 45
- service innovations, 40–41
- shared experiences. See also shared space
- in brand community, 29
- designing intimate experiences, 129
- developing events for, 125–126
- encouraging, 48
- paramount gatherings, 125
- priorities in physical, 137
- rejecting conventional wisdom for, 141
- sharing intentions for, 127–129
- using campfire principle, 129–133, 212
- shared space. See also online space
- actual and virtual, 135–136
- campfire space, 130–131
- designing, 144–145
- digital space, 142–145
- features of, 146–147
- making it fun, 138
- Shear, Emmet, 72
- Shulman, Sarah, 115
- sight, 139
- smell, 139
- Smith, Douglas, 84
- social media management, 66–67
- sound, 140
- Speyer, Adrian, 204
- Spotify, 203
- Stack Overflow, 54, 119–120
- stakeholders. See members
- Stanley, Vincent, 44, 196
- starting communities. See also building community
- choosing founding members, 77–82, 208–210
- clarifying organizational purpose, 69, 213
- management of community, 92–93
- serving two-sided marketplaces, 94–95
- stages of community maturity, 73–77
- understanding members, 69–73
- stories of community, 16, 151–152, 197
- Storytelling for Leadership (Vogl), 197, 234
- subgroups
- designing for, 145
- making, 101–102
- Reddit “subreddits”, 119
- support-focused brand communities, 202–204
- surrogation, 183
- swag, 169, 170
- Swearingen, Courtnie, 109
- talent recruitment and retention. See also retention
- brand’s purpose and, 196, 213
- defined, 44
- importance of, 44–46
- practices for, 196–197
- taste, 140–141
- Taylor, Victoria, 108–109
- teams
- delivering invitations from, 128
- goals for, 39
- hiring volunteers, 85–86
- managing communities, 92–93
- network effect, 93–94
- overview, 83–84
- Pareto principles in, 86–88
- responsibilities of, 84–85
- Teerlink, Rich, 11
- Time magazine, 41
- Timms–Henry, 206
- tokens
- combining rituals and, 173
- earned and unearned, 167, 168
- framing positively, 172–173
- maximizing cheap, 168–170
- recognizing leadership with, 207
- using as rewards, 161–162
- touch, 140
- tracking
- referrals from brand ambassadors, 201
- responses to events, 181–182
- traffic to member-created content, 202
- training leaders, 104–105, 211
- transactional relationships
- advocacy campaigns and, 61, 63
- community more than, 27
- deepening with recognition, 153
- marketing and, 49
- transparency, 108–110
- True Homes, 19
- trust, –4, 48, 98–99
- Twitch, –9, 19, 28, 49, 71–72, 84, 89–90, 92, 102, 109–110, 117–118, 133, 142, 169, 186, 194, 199
- TwitchCon,
- two-sided marketplaces, 94–95
- unearned tokens, 167
- United Religions Initiative (URI), –10, 19
- values
- delivering promised, 122–123
- exhibiting core, 196
- insider understanding of, 27–28
- reinforcing, 29
- sharing community, 23–24
- specifying event, 126–127
- Vaughn, Christopher, 134
- venues
- opportunities for sharing at, 204
- physical event, 136–141, 198
- supporting conversations, 145–146
- Verreynne, Martie-Louise, 40
- visitors, 21–22
- Vogl, Charles, 15–16, 75, 94, 104, 113, 125, 196, 197, 199
- volunteers, 85–86
- vulnerability
- disclosure and, 154
- importance of, 24, 25–26
- watering hole principle, 51
- Wayfair, 128
- Wayne, Erin, –9, 92, 104, 169, 170
- Welch, Sarah Judd, 70
- welcoming members, 120–121, 143
- Wells Fargo, 183
- Wikipedia, 89
- Wisdom of Teams, The (Katzenbach and Smith), 84
- work engagement, 45
- worksheets, 208–215
- campfire experiences, 212
- choosing founding members, 77–82, 208–210
- encouraging engagement, 214–215
- identifying brand community’s purpose, 213
- selecting and training leaders, 211
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