基本信息出版社：New Riders Press
页码：288 页
出版日期：2009年03月
ISBN：0321605888
International Standard Book Number：0321605888
条形码：9780321605887
EAN：9780321605887
版本：1
装帧：平装
正文语种：英语
内容简介 在线阅读本书
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.
作者简介 Anna Buss is a senior information architect and also teaches online journalism at the University of Mainz. She has 10 years of experience with usercentered design, concept development, consultancy, brand strategy, CRM, and usability. Her clients come mainly from the automotive, financial services, and telecommunications industries. Nancy and Anna met at Ciao, where Anna worked as a user experience manager. Born in Berlin, Anna received her diploma in molecular biology from University of Konstanz in 1995.
Nancy Strauss is a consultant specializing in website communities, online communication, and globalization. She is also owner of William Victor (www.williamvictor.net), a global content and translation service with native writers and translators working in major world languages. She has managed online community and panel communication for Ciao.com and Greenfield Online. A Cincinnati native, Nancy received an M.F.A. in Creative Writing from the University of Michigan. Since then, she lived briefly in the Czech Republic and has been living for the last ten years in Spain.
编辑推荐 "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 the real world lessons where you can profit from other companies' experience.”
— Marion Schneider, Account Director, DDB Worldwide Communications Group
目录
1. What's an online community?
2. What can an online community do for your business?
3. How to set up an online community
4. Member recruitment
5. Motivating your members
6. Care and feeding of your members: community management What does a community manager do?
7. Monetizing your online community
8. Growing your online community
9. Learning from the experience of others: community successes and failures
10. Interviews with product or community managers from community websites associated with major brands Web 2.0
……