CONTENTS

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

..................Content has been hidden....................

You can't read the all page of ebook, please click here login for view all page.
Reset
3.136.17.105