The Community Manager@0394@03C3s Playbook : How to Build Brand Awareness and Customer Engagement

Savvy companies recognize the value of a strong community. Think of Nike and its community of runners, Nike+, and you@0394@03C3ll 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@0394@03C3s 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@0394@03C3s priority list, all too often it falls by the wayside. That@0394@03C3s why brand strategy expert and digital marketer Lauren Perkins wrote The Community Manager@0394@03C3s 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@0394@03C3t 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@0394@03C3s existing brand voice, The Community Manager@0394@03C3s 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@0394@03C3s 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 Savvy companies recognize the value of a strong community. Think of Nike and its community of runners, Nike+, and youll 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 brands messaging into the everyday lives of their target audiences. But while supporting the growth of online communities should be at the top of every companys priority list, all too often it falls by the wayside. Thats why brand strategy expert and digital marketer Lauren Perkins wrote The Community Managers 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 cant 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 companys 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 Managers 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 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__: 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. Community has always brought like-minded individuals together around a common purpose or cause, but in today's digital world, communities are connecting people with one another and the things they care about faster and more easily than ever before. Savvy companies think Marriott Hotels, Threadless, and DKNY understand that creating and fostering an online community around their product or brand is a powerful way to boost their marketing efforts, gain valuable insight into their consumers, augment consumer loyalty, and enhance their customer service efforts. But while the growth of online communities should be at the top of every company's priority list, this endeavor all too often falls by the wayside. Digital evangelist and brand marketer Lauren Perkins sets out to change this state of affairs in a must-read guide for businesses and brand builders who need to amp up their approach to online B2C community management and user acquisition Front Matter....Pages i-xvi Front Matter....Pages 1-1 What Is Community Management?....Pages 3-20 Not All Communities Are Created Equal....Pages 21-43 Hired!....Pages 45-68 How Community Creates Business Value....Pages 69-94 Front Matter....Pages 95-95 CM Strategy Orientation and Setup....Pages 97-113 The ABCs of Landscape Analysis....Pages 115-157 Listening and Discovery....Pages 159-188 Building and Implementing a Community Management Strategy....Pages 189-217 Front Matter....Pages 219-219 Designing Community and Social Experiments....Pages 221-238 Performance Tracking and Measurement....Pages 239-250 Primary Platforms....Pages 251-258 Day-to-Day Management of Your Community....Pages 259-272 Storytelling....Pages 273-289 Back Matter....Pages 291-297