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by
The Business of Belonging
Cover
Title Page
Copyright
Dedication
Foreword
Introduction
Becoming a Community Professional
Building the Community Industry
The Community Era Has Arrived
Notes
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
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
Notes
Chapter 2: The Fundamentals of Community Strategy
The Three Levels of Community Strategy
The SPACES Model: The Six Business Outcomes of Community
Metrics and the Attribution Challenge
Finding Your Community Focus
Growth Engines vs. Cost Centers
Choosing a Measurement Framework
The Community Investment Journey
Notes
Chapter 3: Creating a Social Identity
The Social Identity Cycle
Who Is Your Community Built For?
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
Notes
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
Notes
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
The Thing about Gamification
Come for the Utility, Stay for the Unity
Measuring Community Health and Engagement Using the Social Identity Cycle
Notes
Chapter 6: Designing Community Spaces and Experiences
The Two Kinds of Community Experiences
Repetition, Repetition, Repetition
The 7Ps of Community Experience Design
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
Using Metrics to Optimize Community Spaces and Experiences
Notes
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
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
End User License Agreement
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Copyright
HOW TO MAKE COMMUNITY YOUR COMPETITIVE ADVANTAGE
THE BUSINESS OF BELONGING
DAVID SPINKS
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