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 companiesthink Marriott Hotels, Threadless, and DKNYunderstand 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 inCustomer-Driven Community Management, a must-read guide for businesses and brand builders who need to amp up their approach to online B2C community management and user acquisition. As Perkins explains in Customer-Driven Community Management, if companies want to create thriving online communities that are 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 and a while. Instead, they must treat community management as a central component of their overall marketing strategyand when they do, they will be handsomely rewarded with greater brand awareness, increased sales, and a veritable tribe of consumers who can’t wait to purchase their next product.As such, 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 skills they need to acquire and retain customers, create compelling content, and track their results along the way. Distinctivein its comprehensive, step-by-step approach to creating online communities that are fully consistent with a company’s preexisting brand voice, Customer-Driven Community Management: 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 Discusses the many diverse metrics that can be used to measure community scope And provides key insights on how online communities fit within the current digital realm Social media and the Internet have created for companies the unprecedented opportunity to integrate their brand’s messaging into their target audiences’ everyday lifebut without a cohesive approach to community management, they might as well be shouting into the wind. WithCustomer-Driven Community Managementas 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, and ensure that their messaging is heard across all corners of the digital landscape. What you’ll learn What community management entails and what its benefits and purpose are How to create an online community and entice new members to join the conversation The online locales where you can and should be hosting your community How to convey your brand visually, illustrate its identity, select visuals that will resonate with your customers, and decide what type of voice your brand will use Why content is essential to community and how to determine what types of content will best fit the needs and wants of your consumers Why community can be a tremendous source of consumer insight How knowing what your customers need, want, and expect of you will ensure that your brand consistently delivers on its implied promises Who this book is for Customer-Driven Community Managementwill prove indispensable to the supervisors of community managers, including brand managers and marketing hiring managers and directors, who are overseeing marketing and communication strategies and staffing for an existing corporation, agency, or client. Similarly, the book will appeal toentrepreneurial professionals who are developing their company’s business and brand strategies and are in need of best practices to increase the scope of their brand marketing and community management knowledge. Finally, individuals who are learning the community manager role on the job and those who are trying to find a job as a community manager will findCustomer-Driven Community Managementto be an invaluable resource. “

Customer-Driven Community Management: How to Put the Customer at the Center of Your Digital Branding Efforts PDF

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