The Community Manager's Playbook [electronic resource] : How to Build Brand Awareness and Customer Engagement /
Perkins, Lauren.author.
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.
""Contents""; ""About the Author""; ""Acknowledgments""; ""Introduction""; ""Part I: Learning""; ""Chapter 1: What Is Community Management?""; ""What Is Community?""; ""What Defines a Community?""; ""8 Key Reasons People Join Communities""; ""What Community Means to Business""; ""Small Business Knows Communities""; ""What Is Community in the Digital Age?""; ""3 Types of Online Communities for Business""; ""The Power of Community Can Make or Break a Business""; ""What Happens When You Neglect Community Management""; ""What Is a Community Manager?""
""Measuring the Value of Community Management""""How Community Creates Tangible Value""; ""Almost Ready to Dive In . . .""; ""The Value of Community Management in Your Organization""; ""Donâ€?t Say Itâ€?s Over""; ""Chapter 2: Not All Communities Are Created Equal""; ""Background: the Expansion and Scope of the CM Role""; ""What Is a Community Manager Today?""; ""Defining Community Management for Your Organization""; ""What Should the Role Look Like?""; ""Primary Responsibilities""; ""Who Should the CM Report To?""; ""The Risk of Hiring Without Forethought""
""Factor in the Probability of Change""""Debate: Social Media Manager or Community Manager?""; ""Community Manager""; ""Social Media Manager""; ""How Do I Find This Magical Person?""; ""1. Narrow the Field: Five Qualities That Every CM Must Have""; ""Personality Characteristics""; ""Work Style Characteristics""; ""2. Choose the Right Candidate: Identify the Characteristics Needed for the CM role Youâ€?ve Defined""; ""Experience""; ""Exercises""; ""For Hiring Managers""; ""For Community Managers""; ""Find Your Own Communities""; ""This Chapter Is History""; ""Chapter 3: Hired!""
""Choose Wisely""""Jack or Jill of All Trades?""; ""Customizing Community Management for Your Company""; ""Job Descriptions""; ""CM Job #1""; ""Takeaways""; ""CM Job #2""; ""Takeaways""; ""CM Job #3""; ""Takeaways""; ""CM Job #4""; ""Takeaways""; ""CM Job #5""; ""Takeaways""; ""CM Job #6""; ""Takeaways""; ""CM Job #7""; ""Takeaways""; ""Now Go Write the CM Job Description""; ""Hire the Right CM""; ""Setting up the CM Role for Success""; ""Get Hired""; ""How to Build Your Credentials and Portfolio""; ""What Do I Need to Know and to Prepare for the Interview Process?""; ""Toolbox""
""Product Development and the Customer-centric Strategy""
Includes bibliographic references and index.
Includes index.
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.
Business.
Management science.
Business and Management, general.