The Business of Belonging

27.90

ISBN : 97811197666124.
Catégorie : .
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« A tactical primer for any business embarking on the critical work of actively building community. »—Seth Godin, Author, This is Marketing

« This book perfectly marries the psychology of communities, with the hard-earned secrets of someone who’s done the real work over many years. David Spinks is the master of this craft. »—Nir Eyal, bestselling author of Hooked and Indistractable

The rise of the internet has brought with it an inexorable, almost shockingly persistent drive toward community. From the first social networks to the GameStop trading revolution, engaged communities have shown the ability to transform industries. Businesses need to harness that power. As business community expert David Spinks shows in The Business of Belonging: How to Make Community your Competitive Advantage, the successful brands of tomorrow will be those that create authentic connection, giving customers a sense of real belonging and unlocking unprecedented scale as a result.

In his career of over 10 years in the business of building community, Spinks has learned what a winning community strategy looks like. From the fundamental concepts—including how community drives measurable business value and what the appropriate metrics are—to high-level community design and practical engagement techniques, The Business of Belonging is an epic journey into the world of community building.

This book is for decision makers who want to better understand the value and opportunity of community, and for community professionals who want to level up their strategy. Featuring a foreword by Startup Grind and Bevy cofounder Derek Andersen, it will give you a step-by-step model for strategically planning, creating, facilitating, and measuring communities that drive business growth. Attracting and retaining community members who are also loyal customers, brand evangelists, and leaders—that’s the goal for today’s connected businesses, and this book is the map to getting there.

INTRODUCTION

CHAPTER 1: Why Community Is the New Competitive Advantage

A Customer Community Is Born

The Rise of Community-Driven Business

Giving Customers a True Sense of Community

The Unrivaled Scalability of Community

Community is an Extension of Your Team

The Power of Owning a Topic in People’s Minds

The One Thing They Can’t Copy

Good for Business, Good for Humanity

CHAPTER 2: The Fundamentals of Community Strategy

The Three Levels of Community Strategy

The SPACES Model: The Six Community Business Objectives

Metrics and the Attribution Challenge

Finding Your Community Focus

Growth Engines vs. Cost Centers

Choosing a Measurement Framework

The Community Investment Journey

CHAPTER 3: Creating a Social Identity

The Social Identity Cycle

Who Is Your Community Built For?

Who Doesn’t Belong?

Investing in Diversity, Equity, and Inclusion from Day One

What Is Your Community’s Personality?

How Can You Make Your Members Feel “Cool”?

Should Your Community have a Unique Identity from your Company Brand?

Finding Sub-Identities within Your Community

Defining Identity by Levels of Contribution

CHAPTER 4: Mapping the Community Participation Journey

The Commitment Curve

The Four Levels of Participation

How to Attract Members to Your Community

Creating Intentional Barriers to Entry

Designing a Compelling Onboarding Experience

How to Move Members Up the Commitment Curve

Activating Community Leaders

CHAPTER 5: Validation, Rewards, and Incentives

Creating Habits with Rewards

Extrinsic vs. Intrinsic Motivations

Avoid Replacing Social Norms with Market Norms

SNAP! A Framework for Effective Extrinsic Rewards

The Thing about Gamification

Come for the Utility, Stay for the Unity

Measuring Community Health and Engagement Using the Social Identity Cycle

CHAPTER 6: Designing Community Spaces and Experiences

The Two Kinds of Community Experiences

Repetition, Repetition, Repetition

The 7Ps of Community Experience Design

Curating the Right People for the Right Purpose

Aligning Size with Purpose

Choosing Community Software Platforms

Should You Host Your Community on a Free Social Network?

Designing Spaces that Make People Feel Seen

Starting with a BANG!

Creating Peak Moments

Facilitating Small-Group Discussions

Tell Your Members How to Participate

How to Get Members to Be Open and Vulnerable

Keep Your Rules Short and Simple to Start

My Three Go-To Community Rules

1. What’s Shared Here Stays Here

2. No Self-Promotion

3. Critique the Idea, Not the Person

Using Metrics to Optimize Community Spaces and Experiences

CHAPTER 7: Activating Community Engagement

Engagement Is a Constant Experiment

Personal Invitations and “Doing Things That Don’t Scale”

No One Wants to Be First to Raise Their Hand

Ask for Permission

Don’t Fear the Crickets

Talk Funny

How to Spark Great Debates

Moderation Is Never Personal

Default to Transparency and Admit Your Mistakes

Use Your Authentic Voice

Keep your Energy High and Positive

Go Forth and Build Community!

Bibliography

About the Author

Index