{"product_id":"the-business-of-belonging-9781119766124","title":"The Business of Belonging","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\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","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48866414952791,"sku":"9781119766124","price":20.4,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119766124.jpg?v=1722278531","url":"https:\/\/bookcurl.com\/products\/the-business-of-belonging-9781119766124","provider":"Book Curl","version":"1.0","type":"link"}