Skip to content
Description
By: Carrie Melissa Jones, Charles Vogl
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.
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.
You may also like
熱銷中 Top Trending
Dragon Masters #27 (正版) Haunting of the Ghost Dragon (Branches) (Tracey West)
Sale priceHK$47.00
Regular priceHK$69.00
In stock
Percy Jackson and the Olympians: Wrath of the Triple Goddess International Edition
Sale priceHK$92.00
Regular priceHK$140.00
In stock
Press Start! #14 Super Game Book! Special Edition (Branches)
Sale priceHK$48.00
Regular priceHK$80.00
In stock
A Day in the Life of a Poo, a Gnu and You (Winner of the Blue Peter Book Award 2021)
Sale priceHK$83.99
Regular priceHK$154.00
In stock
Treehouse, The (正版) Boxset / Bundle with QR code Audio (Andy Griffiths)
Sale priceFrom HK$179.00
Regular priceHK$673.00
In stock
Billy and the Mini Monsters #16 Monsters at Easter
Sale priceHK$46.00
Regular priceHK$84.00
In stock
