Online Communities Handbook: Building your business and brand on the Web (Paperback)

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

成功的線上社群不是自然而然形成的，而是經過精心執行的策略、堅實的設計和耐心的培育而成。儘管可能需要花費大量的工作，但線上社群為您的品牌帶來的好處使這些努力變得值得。本書將為您提供建立線上社群的基本工具。您將學習如何：

• 確定您的線上社群的業務目標
• 制定社群策略以招募和保留成員
• 創建品牌忠誠度，帶來新業務，並為客戶提供競爭對手無法模仿的價值
• 利用免費的廣告機會
• 利用社群獲取市場洞察並與客戶群建立直接聯繫

此外，您還將了解線上社群項目的風險和成本，以及它如何幫助您的公司節省資金，甚至成為一個重要的新收入來源。

您還將通過獨家訪談獲得靈感，這些訪談中管理蓬勃發展的線上社群的人將分享他們所學到的教訓和成功的秘訣。