INDEX

  • 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, 2
    • digital spaces for, 142–145
    • effect of investment in, 187
    • elements of, 18–19
    • examples of, 8–11, 19
    • growth expectations for, 97–99
    • inspirations for, 18
    • managing, 92–93
    • meaningful engagement in, 33–35
    • needs addressed by, 7
    • 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, 2, 8
    • 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., 3–4
    • 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, 2, 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, 7, 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, 2, 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, 8, 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, 5
    • 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, 4
  • 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, 5–6
    • isolation and, 4
  • 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, 7, 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, 5–6
  • 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, 3–4
  • 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, 3–4, 98–99
    • celebrating growth and change in, 196–197
    • community based on, 7–8
    • 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, 9–10
  • 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, 3–4, 48, 98–99
  • Twitch, 8–9, 19, 28, 49, 71–72, 84, 89–90, 92, 102, 109–110, 117–118, 133, 142, 169, 186, 194, 199
  • TwitchCon, 8
  • two-sided marketplaces, 94–95
  • unearned tokens, 167
  • United Religions Initiative (URI), 9–10, 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, 8–9, 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
  • Zerkel, Joshua, 53
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