Online Community Handbook: Building Your Business and Brand on the Web

Online Community Handbook: Building Your Business and Brand on the Web

by Anna Buss
     
 

ISBN-10: 0321605888

ISBN-13: 2900321605886

Pub. Date: 03/13/2009

Publisher: New Riders

Successful online communities don't just happen by themselves. They're the result of a carefully excuted 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

…  See more details below

Overview

Successful online communities don't just happen by themselves. They're the result of a carefully excuted 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 people who manage thriving online communities share the lessons they've learned and the secrets of their success.

"A must for any serious marketing professional. It shows you step-by-step how to establish a relationship with people who make your business work." —Cornelia Mangold, University of Applied Sciences Stuttgart

"This book is based on first-hand knowledge. Both authors bring great expertise to their subject. Personally, I like most real-world lessons where you can profit from other companies' experience." —Mario Schneider, Account Director, DDB Worldwide Communications Group

Read More

Product Details

ISBN-13:
2900321605886
Publisher:
New Riders
Publication date:
03/13/2009
Pages:
288

Table of Contents

Introduction xi

Part 1 Online Communities 1

1 What's An Online Community? 3

What's An Online Community? 4

Features Of An Online Community 9

Types Of Online Communities 12

The Power Of Online Communities 17

The Chapter In A Nutshell 17

2 What Can An Online Community Do For Your Company? 19

Business Benefits Of An Online Community 20

What's The Downside? 31

Preparing For Success 37

The Chapter In A Nutshell 37

3 How To Set Up Your Community 39

Define Your Community Strategy 40

Get Started 42

Analyze Your Competition 44

Define The Role Of Your Brand 44

Plan Your Website 48

Plan Your Infrastructure 56

A User-Centered Approach 58

The Chapter In A Nutshell 59

4 Member Recruitment 61

Recruitment Strategies 62

Registration 71

Launch Strategy 75

The Chapter In A Nutshell 77

5 Motivating Your Members 79

Get The Most Out Of Your Members 80

Managing the Membership Lifecycle 92

The Chapter In A Nutshell 97

6 Care And Feeding Of Your members 99

Community Management 100

Who Can Be A Community Manager 100

What A Community Manager Does 101

What A Community Manager Needs 105

Efficient Community Management 111

Peer Management 113

A Well-Managed Community 114

The Chapter In A Nutshell 115

7 Monetizing Your Community 117

Profiting From Your Community 118

Saving Money With Your Community 119

Earning Money With Paid Subscriptions 120

Earning Money With E-Commerce 122

Earning Money With Advertising 123

A Project That Pays For Itself 127

The Chapter In A Nutshell 127

8 Growing Your Online Community 129

Measuring Success 130

Keeping Your Website Fresh 131

Keeping Community Management Fresh 132

Adapting YourInfrastructure 133

Recruiting More Members 134

Internationalizing 134

An Asset For Your Company 140

The Chapter In A Nutshell 140

9 Social Networks As A Platform For Your Brand 143

What's A Social Network? 144

Why Market On Social Networks? 145

What Can Your Brand Do On A Social Network? 149

Are Social Networks Right For Your Brand? 153

Chapter In A Nutshell 155

Part 2 Real World Lessons 157

10 Ciao.com 159

Interview 163

Lessons Learned 166

11 11870.com 169

Interview 173

Lessons Learned 177

12 M Power World 179

Interview 183

Lessons Learned 185

13 Pro-Age Netzwerk 187

Interview 191

Lessons Learned 192

14 Xing 195

Interview 199

Lessons Learned 205

15 Ecademy 207

Interview 211

Lessons Learned 216

16 Minube.com 219

Interview 223

Lessons Learned 227

17 Toprural.com 229

Interview 233

Lessons Learned 236

18 Interview With Leesa Barnes 237

Interview 239

Lessons Learned 248

Web 2.0 Glossary 251

Index 259

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >