Brand Community Management
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Building Brand Communities
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Author : Carrie Melissa Jones
language : en
Publisher: Berrett-Koehler Publishers
Release Date : 2020-06-09
Building Brand Communities written by Carrie Melissa Jones and has been published by Berrett-Koehler Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-06-09 with Business & Economics categories.
An authentic brand community is more than just people buying your product or working alongside one another. This book articulates the critical roles of mutual concern, common values, and shared experiences in creating fiercely loyal customer and collaborator relationships. Smart organizations know that creating communities is the key to unlocking unprecedented outcomes. But too many mistakenly rely on superficial transactional relationships as a foundation for community, when really people want something deeper. Carrie Melissa Jones and Charles Vogl argue that in an authentic and enriching community, members have mutual concern for one another, share personal values, and join together in meaningful shared experiences, whether online or off. On the deepest level, brands must help members grow into who they want to be. Jones and Vogl present practices used by global brands like Yelp, Etsy, Twitch, Harley Davidson, Salesforce, Airbnb, Sephora, and others to connect in a meaningful way with the people critical for their success. They articulate how authentic communities can serve organizational goals in seven different areas: innovation, talent recruitment, customer retention, marketing, customer service, building transformational movements, and creating community forums. They also reveal principles to grow a new brand community to critical mass. This is the first comprehensive guide to a crucial differentiator that gives organizations access to untapped enthusiasm and engagement.
Effective Brand Community Management
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Author : Utpal M. Dholakia
language : en
Publisher:
Release Date : 2009
Effective Brand Community Management written by Utpal M. Dholakia and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with categories.
THE LEADING QUESTION: • How can companies manage their brand communities effectively? FINDINGS: • Setting up and managing a brand community of customers is a potentially powerful marketing program for companies in the current harsh economic climate. • Many company-run brand communities fail because they target participants too narrowly, emphasize product-related discussions, and exert too much control. As a result, customers participate for selfish, functional reasons, without forming bonds or relationships. The community remains anemic, and has high participant turn-over. • Customer-enthusiast-run brand communities are more effective by: (1) welcoming a diverse consumer base, (2) allowing participants to express themselves freely, and (3) encouraging a broad range of activities beyond product discussions, such as networking and socializing. This leads to consumer participation for intrinsic, emotional, and social reasons, and the evolution of strong communities marked by consciousness of kind, a sense of obligation, and rituals and traditions - in other words, “real” communities.
The Community Manager S Playbook
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Author : Lauren Perkins
language : en
Publisher: Apress
Release Date : 2015-01-05
The Community Manager S Playbook written by Lauren Perkins and has been published by Apress this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-01-05 with Business & Economics categories.
Savvy companies recognize the value of a strong community. Think of Nike and its community of runners, Nike+, and you’ll quickly understand that creating and fostering an online community around a product or brand is a powerful way to boost marketing efforts, gain valuable insight into consumers, increase revenue, improve consumer loyalty, and enhance customer service efforts. Companies now have the unprecedented opportunity to integrate their brand’s messaging into the everyday lives of their target audiences. But while supporting the growth of online communities should be at the top of every company’s priority list, all too often it falls by the wayside. That’s why brand strategy expert and digital marketer Lauren Perkins wrote The Community Manager’s Playbook (#CMplaybook on Twitter), a must-read guide for business and brand builders who need to strengthen their approach to online B2C community management and customer engagement. As Perkins explains, if companies want to create thriving online communities focused on their product or brand, they must do more than simply issue a few tweets a day, create (and then abandon) a Facebook page, and blog every once in a while. Instead, organizations of all sizes must treat community management as a central component of their overall marketing strategy. When they do, they will be rewarded handsomely with greater brand awareness, increased customer use and retention, lower acquisition costs, and a tribe of consumers who can’t wait to purchase their next product. Perkins not only teaches readers how to build an engaging community strategy from the ground up, but she also provides them with the tactical community management activities they need to acquire and retain customers, create compelling content, and track their results along the way. Distinctive in its comprehensive, step-by-step approach to creating online communities that are fully consistent with a company’s existing brand voice, The Community Manager’s Playbook: Explains how excellent community management provides a competitive advantage with a large impact on sales Provides an in-depth overview of brand and business alignment Teaches readers how to identify their community's online target audience and influence their needs and wants Details the appropriate online channels through which content should be distributed Champions the use of an agile approach through repeated testing to maximize the return on every company investment Discusses the many diverse metrics that can be used to measure community scope Today, there is no brand strategy without a community strategy. Companies that are not developing communities are losing control of their brands and missing opportunities to optimize their marketing investments. With The Community Manager’s Playbook as their guide, however, marketing professionals and the companies and brands they represent will be equipped with the tools they need to manage their online marketing efforts, engage their core customers at every level, leverage community insights into the product development cycle, and ensure that their messaging is heard across all corners of the digital landscape.
Effective Brand Community Management
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Author : Utpal M. Dholakia
language : en
Publisher:
Release Date : 2019
Effective Brand Community Management written by Utpal M. Dholakia and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with categories.
This paper explains how companies can manage their brand communities effectively. The findings reported in this paper are based on a four-year long project involving the study of company managed and enthusiast-run communities. During that time, 200 brand community managers of company-managed and enthusiast-run communities from diverse industries and countries were interviewed and corresponded. A large-scale surveys of community members was also conducted. In addition, the authors have participated extensively in a number of these communities over an extended period of time. The concepts and ideas discussed in this paper are the result of a synthesis of these activities over the last four years.
The Complete Social Media Community Manager S Guide
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Author : Marty Weintraub
language : en
Publisher: John Wiley & Sons
Release Date : 2013-01-04
The Complete Social Media Community Manager S Guide written by Marty Weintraub and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-01-04 with Business & Economics categories.
A unique approach to today's hottest new job in social media Today's social community managers use social media platforms and act as brand evangelists and community advocates. From creating viral content to crisis communication to leveraging community content, social managers manage online social communities and deal with what comes. Luckily, The Complete Social Media Community Manager's Guide: Essential Tools and Tactics for Business Success is the perfect resource for how to do this increasingly high-profile and crucial job. The book features proven tactics and techniques for effective management and includes more than 40 field-tested tools and templates. If you're a social community manager, learn how to grow a community and achieve the results you need. Topics include a detailed guide to today's social media platforms, how to organize and successfully share content, using metrics and reporting, and more. Helps social media community managers develop, cultivate, and convert their social media communities Does a deep dive into today's crucial social media platforms Provides a complete toolkit of over 40 field-tested tools and templates on everything from how to craft a plan to developing an editorial calendar, tracking results, and more Explains how you can organize and successfully share content among your target community and how to leverage that content to further amplify your message The Complete Social Media Community Manager's Guide: Essential Tools and Tactics for Business Success is a must-have resource for one of the hottest new careers in today's social world.
Online Brand Communities
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Author : Francisco J. Martínez-López
language : en
Publisher: Springer
Release Date : 2015-12-11
Online Brand Communities written by Francisco J. Martínez-López and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-11 with Business & Economics categories.
This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.
Online Brand Community Management For New Products
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Author : Jungyoun Lee
language : en
Publisher:
Release Date : 2015
Online Brand Community Management For New Products written by Jungyoun Lee and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with categories.
Firms have recently sought to maintain a vibrant brand community by incentivizing consumers to generate and spread word-of-mouth (WOM) about their brands via web-based social media. This effort requires an understanding of how consumers are motivated to share their experiences with other consumers. However, despite the widely recognized role of the social network structure in shaping individual's decisions, there are few studies in the marketing literature examining the association between consumers' structural properties in brand communities and their WOM activities. This study aims to show the impact of time-varying consumer-specific network topology on consumers' decision to generate brand-related WOM. Music fandom, a type of a brand community established around a particular media figure, is chosen along with unique data crawled from online social network platform Twitter. This study finds that consumers' decisions to share brand-related experiences are significantly motivated by the local-level structural properties of a brand community, suggesting that the formulation and implementation of an effective marketing strategy to maintain a vibrant brand community should involve a comprehensive consideration of the opportunities and constraints embedded in the configuration of consumers' local networks.
Online Community Handbook
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Author : Anna Buss
language : en
Publisher: New Riders
Release Date : 2009-03-06
Online Community Handbook written by Anna Buss and has been published by New Riders this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-03-06 with categories.
Successful online communities don’t just happen by themselves. They’re the result of a carefully executed strategy, solid design, and patient nurturing. Though they may seem like a lot of work, the benefits an online community can bring to your brand make the efforts worthwhile. This book will provide you with the essential tools to build online communities. You’ll learn how to: • identify the business objectives for your online community • develop a community strategy to recruit and retain members • create brand loyalty, bring in new business, and offer value to customers that your competitors cannot imitate • take advantage of free advertising opportunities • use communities to gain market insights and establish a direct line to your customer base In addition, you’ll discover the risks and costs of an online community project, how it can end up saving your company money, and even how it can become an important new revenue source of its own. You’ll also be inspired by exclusive interviews, where the people who manage thriving online communities share the lessons they’ve learned and the secrets of their success.
Fostering Brand Community Through Social Media
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Author : Jr. William F. Humphrey
language : en
Publisher:
Release Date : 2016-02-15
Fostering Brand Community Through Social Media written by Jr. William F. Humphrey and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-02-15 with Branding (Marketing) categories.
This book focuses on building and maintaining brand community in the emerging, dynamic space of social media. A theoretical model encompassing brand characteristics, relational factors, and characteristics of the brand user community is used as a structure to explain the various aspects of online brand communities. Furthermore, the authors discuss how online brand communities differ from and can be used to complement traditional, face-to-face brand communities. Brand managers, social media managers, and other members of the brand team will find this book useful for strategic decision-making in both building and maintaining brand communities. In addition, this book will serve as a practical guide for working professionals enrolled in executive education degree programs as these programs continue to be developed in universities throughout the world.
Team Brand Communities Potentials And Pitfalls Of The Brand Community Concept In The International Sport Brand Management
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Author : Norman Arnold
language : en
Publisher: GRIN Verlag
Release Date : 2020-03-17
Team Brand Communities Potentials And Pitfalls Of The Brand Community Concept In The International Sport Brand Management written by Norman Arnold and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-03-17 with Sports & Recreation categories.
Diploma Thesis from the year 2010 in the subject Health - Sport - Sport Economics, Sport Management, grade: 1,3, University of Bath, language: English, abstract: The aim of this thesis is to transfer Muniz/O'Guinn's brand community concept to the sports market. Looking at the previous conception and definition of brand communities, those communities around the brands of sports organisations appear to be an ideal example. Hardly any other industry arouses so much interest and is of such great importance in the everyday life of customers with regard to the product or service and creates a more solid basis for social identification, interaction and emotional bonding than sports. The research question can be formulated as follows: To what extent can the concept of brand community be applied to sports brands and their surrounding community? What are the opportunities and risks of applying and adapting the concept to the sports industry for sports brand management? After a detailed theoretical derivation of the term "brand community" with reference to the concepts from marketing (branding) and sociology (consumer community) that constitute it, this work transfers the concept to the specificities of the sports market. Scientific studies on the management of sports brands as well as on community fan behaviour and sports consumption will be used. In a critical appraisal, the advantages and disadvantages of the brand community concept are evaluated and corresponding opportunities and risks for the use in the management sports brands. It is a choice between increased customer loyalty, enlarged brand value and efficient marketing on the one hand and counterproductive consumer behaviour, reduced brand value and uncontrollable marketing on the other hand. In the end, this work comes after a detailed exploratory research to the conclusion that the Brand Community concept has great potential for the management of the brands of sports organisations. Although there are other research is needed to adapt the model even more specifically to the specificities of to the needs of the sports market. But already it provides the manager of sports brands undreamt-of opportunities to exploit the close connection between sports consumers to make more efficient use of the sports brand and the strong surrounding community and to capitalize on it.