{"product_id":"the-business-of-belonging-how-to-make-community-your-competitive-advantage-hardback-9781119766124","title":"The Business of Belonging; How to Make Community your Competitive Advantage (Hardback) 9781119766124","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eThe Business of Belonging\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eHow to Make Community your Competitive Advantage\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eDavid Spinks (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781119766124, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 10 May 2021\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e208 pages\u003cbr\u003e22.4 x 15.8 x 2.5 cm, 0.386 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003e\"A tactical primer for any business embarking on the critical work of actively building community.\"—Seth Godin, Author, \u003ci\u003eThis is Marketing\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\"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 \u003ci\u003eHooked\u003c\/i\u003e and \u003ci\u003eIndistractable\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe 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 \u003ci\u003eThe Business of Belonging: How to Make Community your Competitive Advantage\u003c\/i\u003e, 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. \u003cbr\u003e\u003cbr\u003eIn 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,\u003ci\u003e The Business of Belonging\u003c\/i\u003e is an epic journey into the world of community building.\u003c\/p\u003e \u003cp\u003eThis 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.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eForeword ix\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction xiii\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBecoming a Community Professional xv\u003c\/p\u003e \u003cp\u003eBuilding the Community Industry xvi\u003c\/p\u003e \u003cp\u003eThe Community Era Has Arrived xviii\u003c\/p\u003e \u003cp\u003eNotes xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Why Community is the New Competitive Advantage 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Customer Community is Born 1\u003c\/p\u003e \u003cp\u003eThe Rise of Community-Driven Business 3\u003c\/p\u003e \u003cp\u003eGiving Customers a True Sense of Community 6\u003c\/p\u003e \u003cp\u003eThe Unrivaled Scalability of Community 8\u003c\/p\u003e \u003cp\u003eCommunity is an Extension of Your Team 10\u003c\/p\u003e \u003cp\u003eThe Power of Owning a Topic in People’s Minds 12\u003c\/p\u003e \u003cp\u003eThe One Thing They Can’t Copy 13\u003c\/p\u003e \u003cp\u003eGood for Business, Good for Humanity 14\u003c\/p\u003e \u003cp\u003eNotes 17\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 The Fundamentals of Community Strategy 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Three Levels of Community Strategy 19\u003c\/p\u003e \u003cp\u003eThe SPACES Model: The Six Business Outcomes of Community 22\u003c\/p\u003e \u003cp\u003eMetrics and the Attribution Challenge 35\u003c\/p\u003e \u003cp\u003eFinding Your Community Focus 36\u003c\/p\u003e \u003cp\u003eGrowth Engines vs. Cost Centers 39\u003c\/p\u003e \u003cp\u003eChoosing a Measurement Framework 42\u003c\/p\u003e \u003cp\u003eThe Community Investment Journey 45\u003c\/p\u003e \u003cp\u003eNotes 53\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Creating a Social Identity 55\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Social Identity Cycle 55\u003c\/p\u003e \u003cp\u003eWho is Your Community Built For? 60\u003c\/p\u003e \u003cp\u003eWho Doesn’t Belong? 63\u003c\/p\u003e \u003cp\u003eInvesting in Diversity, Equity, and Inclusion from Day One 65\u003c\/p\u003e \u003cp\u003eWhat is Your Community’s Personality? 68\u003c\/p\u003e \u003cp\u003eHow Can You Make Your Members Feel “Cool”? 70\u003c\/p\u003e \u003cp\u003eShould Your Community Have a Unique\u003c\/p\u003e \u003cp\u003eIdentity from Your Company Brand? 72\u003c\/p\u003e \u003cp\u003eFinding Sub-Identities within Your Community 74\u003c\/p\u003e \u003cp\u003eDefining Identity by Levels of Contribution 76\u003c\/p\u003e \u003cp\u003eNotes 78\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Mapping the Community Participation Journey 79\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Commitment Curve 79\u003c\/p\u003e \u003cp\u003eThe Four Levels of Participation 81\u003c\/p\u003e \u003cp\u003eHow to Attract Members to Your Community 86\u003c\/p\u003e \u003cp\u003eCreating Intentional Barriers to Entry 89\u003c\/p\u003e \u003cp\u003eDesigning a Compelling Onboarding Experience 90\u003c\/p\u003e \u003cp\u003eHow to Move Members Up the Commitment Curve 92\u003c\/p\u003e \u003cp\u003eActivating Successful Community Leaders 94\u003c\/p\u003e \u003cp\u003eNotes 96\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Validation, Rewards, and Incentives 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating Habits with Rewards 97\u003c\/p\u003e \u003cp\u003eExtrinsic vs. Intrinsic Motivations 99\u003c\/p\u003e \u003cp\u003eAvoid Replacing Social Norms with Market Norms 101\u003c\/p\u003e \u003cp\u003eSNAP! A Framework for Effective Extrinsic Rewards 102\u003c\/p\u003e \u003cp\u003eThe Thing about Gamification 105\u003c\/p\u003e \u003cp\u003eCome for the Utility, Stay for the Unity 107\u003c\/p\u003e \u003cp\u003eMeasuring Community Health and Engagement Using the Social Identity Cycle 108\u003c\/p\u003e \u003cp\u003eNotes 114\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Designing Community Spaces and Experiences 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Two Kinds of Community Experiences 115\u003c\/p\u003e \u003cp\u003eRepetition, Repetition, Repetition 117\u003c\/p\u003e \u003cp\u003eThe 7Ps of Community Experience Design 120\u003c\/p\u003e \u003cp\u003eCurating the Right People for the Right Purpose 123\u003c\/p\u003e \u003cp\u003eAligning Size with Purpose 124\u003c\/p\u003e \u003cp\u003eChoosing Community Software Platforms 126\u003c\/p\u003e \u003cp\u003eShould You Host Your Community on a Free Social Network? 129\u003c\/p\u003e \u003cp\u003eDesigning Spaces That Make People Feel Seen 130\u003c\/p\u003e \u003cp\u003eStarting with a BANG! 131\u003c\/p\u003e \u003cp\u003eCreating Peak Moments 133\u003c\/p\u003e \u003cp\u003eFacilitating Small-Group Discussions 135\u003c\/p\u003e \u003cp\u003eTell Your Members How to Participate 138\u003c\/p\u003e \u003cp\u003eHow to Get Members to Be Open and Vulnerable 140\u003c\/p\u003e \u003cp\u003eKeep Your Rules Short and Simple to Start 143\u003c\/p\u003e \u003cp\u003eMy Three Go-To Community Rules 145\u003c\/p\u003e \u003cp\u003eUsing Metrics to Optimize Community Spaces and Experiences 148\u003c\/p\u003e \u003cp\u003eNotes 151\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Activating Community Engagement 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEngagement is a Constant Experiment 153\u003c\/p\u003e \u003cp\u003ePersonal Invitations and “Doing Things That Don’t Scale” 154\u003c\/p\u003e \u003cp\u003eAsk for Permission 157\u003c\/p\u003e \u003cp\u003eDon’t Fear the Crickets 158\u003c\/p\u003e \u003cp\u003eTalk Funny 160\u003c\/p\u003e \u003cp\u003eHow to Spark Great Debates 162\u003c\/p\u003e \u003cp\u003eModeration is Never Personal 164\u003c\/p\u003e \u003cp\u003eDefault to Transparency and Admit Your Mistakes 166\u003c\/p\u003e \u003cp\u003eUse Your Authentic Voice 167\u003c\/p\u003e \u003cp\u003eKeep Your Energy High and Positive 169\u003c\/p\u003e \u003cp\u003eGo Forth and Build Community! 173\u003c\/p\u003e \u003cp\u003eBibliography 175\u003c\/p\u003e \u003cp\u003eAbout the Author 177\u003c\/p\u003e \u003cp\u003eAcknowledgments 179\u003c\/p\u003e \u003cp\u003eIndex 181\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52453385961752,"sku":"9781119766124","price":17.59,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781119766124.jpg?v=1785283674","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/the-business-of-belonging-how-to-make-community-your-competitive-advantage-hardback-9781119766124","provider":"Freshly Printed Books","version":"1.0","type":"link"}