The Community Manager's Playbook: How to Build Brand Awareness and Customer Engagement
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
[Berkeley, CA]
Apress
[2015]
|
| Schlagworte: | |
| Online-Zugang: | BTU01 FAB01 FAW01 FHI01 FHM01 FHN01 FHO01 FHR01 FLA01 FNU01 FRO01 FWS01 FWS02 UBT01 UBY01 Volltext Abstract |
| Beschreibung: | 1 Online-Ressource (XII, 316 Seiten) Illustrationen |
| ISBN: | 9781430249962 |
| DOI: | 10.1007/978-1-4302-4996-2 |
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Datensatz im Suchindex
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| adam_text | THE COMMUNITY MANAGER’S PLAYBOOK
/ PERKINS, LAUREN
: 2015
ABSTRACT / INHALTSTEXT
SAVVY COMPANIES RECOGNIZE THE VALUE OF A STRONG COMMUNITY. THINK OF NIKE
AND ITS COMMUNITY OF RUNNERS, NIKE+, AND YOU’LL QUICKLY UNDERSTAND
THAT CREATING AND FOSTERING AN ONLINE COMMUNITY AROUND A PRODUCT OR
BRAND IS A POWERFUL WAY TO BOOST MARKETING EFFORTS, GAIN VALUABLE
INSIGHT INTO CONSUMERS, INCREASE REVENUE, IMPROVE CONSUMER LOYALTY, AND
ENHANCE CUSTOMER SERVICE EFFORTS. COMPANIES NOW HAVE THE UNPRECEDENTED
OPPORTUNITY TO INTEGRATE THEIR BRAND’S MESSAGING INTO THE EVERYDAY
LIVES OF THEIR TARGET AUDIENCES. BUT WHILE SUPPORTING THE GROWTH OF
ONLINE COMMUNITIES SHOULD BE AT THE TOP OF EVERY COMPANY’S PRIORITY
LIST, ALL TOO OFTEN IT FALLS BY THE WAYSIDE. THAT’S WHY BRAND STRATEGY
EXPERT AND DIGITAL MARKETER LAUREN PERKINS WROTE THE COMMUNITY
MANAGER’S PLAYBOOK (#CMPLAYBOOK ON TWITTER), A MUST-READ GUIDE FOR
BUSINESS AND BRAND BUILDERS WHO NEED TO STRENGTHEN THEIR APPROACH TO
ONLINE B2C COMMUNITY MANAGEMENT AND CUSTOMER ENGAGEMENT.AS PERKINS
EXPLAINS, IF COMPANIES WANT TO CREATE THRIVING ONLINE COMMUNITIES
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 IN A WHILE. INSTEAD, ORGANIZATIONS OF ALL SIZES MUST TREAT
COMMUNITY MANAGEMENT AS A CENTRAL COMPONENT OF THEIR OVERALL MARKETING
STRATEGY. WHEN THEY DO, THEY WILL BE REWARDED HANDSOMELY WITH GREATER
BRAND AWARENESS, INCREASED CUSTOMER USE AND RETENTION, LOWER ACQUISITION
COSTS, AND A TRIBE OF CONSUMERS WHO CAN’T WAIT TO PURCHASE THEIR NEXT
PRODUCT. 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 ACTIVITIES THEY NEED TO ACQUIRE AND
RETAIN CUSTOMERS, CREATE COMPELLING CONTENT, AND TRACK THEIR RESULTS
ALONG THE WAY.DISTINCTIVE IN ITS COMPREHENSIVE, STEP-BY-STEP APPROACH TO
CREATING ONLINE COMMUNITIES THAT ARE FULLY CONSISTENT WITH A COMPANY’S
EXISTING BRAND VOICE, THE COMMUNITY MANAGER’S PLAYBOOK: EXPLAINS HOW
EXCELLENT COMMUNITY MANAGEMENT PROVIDES A COMPETITIVE ADVANTAGE WITH A
LARGE IMPACT ON SALES PROVIDES AN IN-DEPTH OVERVIEW OF BRAND AND
BUSINESS ALIGNMENT 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
CHAMPIONS THE USE OF AN AGILE APPROACH THROUGH REPEATED TESTING TO
MAXIMIZE THE RETURN ON EVERY COMPANY INVESTMENT DISCUSSES THE MANY
DIVERSE METRICS THAT CAN BE USED TO MEASURE COMMUNITY SCOPE TODAY, THERE
IS NO BRAND STRATEGY WITHOUT A COMMUNITY STRATEGY. COMPANIES THAT ARE
NOT DEVELOPING COMMUNITIES ARE LOSING CONTROL OF THEIR BRANDS AND
MISSING OPPORTUNITIES TO OPTIMIZE THEIR MARKETING INVESTMENTS.WITH THE
COMMUNITY MANAGER’S PLAYBOOK AS 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, LEVERAGE COMMUNITY
INSIGHTS INTO THE PRODUCT DEVELOPMENT CYCLE, AND ENSURE THAT THEIR
MESSAGING IS HEARD ACROSS ALL CORNERS OF THE DIGITAL LANDSCAPE
DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT.
|
| any_adam_object | 1 |
| author | Perkins, Lauren |
| author_facet | Perkins, Lauren |
| author_role | aut |
| author_sort | Perkins, Lauren |
| author_variant | l p lp |
| building | Verbundindex |
| bvnumber | BV042325809 |
| classification_rvk | QP 633 |
| collection | ZDB-2-SBE |
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| dewey-full | 650 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 650 - Management and auxiliary services |
| dewey-raw | 650 |
| dewey-search | 650 |
| dewey-sort | 3650 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| doi_str_mv | 10.1007/978-1-4302-4996-2 |
| format | Electronic eBook |
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| institution | BVB |
| isbn | 9781430249962 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-027762647 |
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| publisher | Apress |
| record_format | marc |
| spellingShingle | Perkins, Lauren The Community Manager's Playbook How to Build Brand Awareness and Customer Engagement Markenbekanntheit (DE-588)4329198-3 gnd Kundengruppenmanagement (DE-588)4197319-7 gnd |
| subject_GND | (DE-588)4329198-3 (DE-588)4197319-7 |
| title | The Community Manager's Playbook How to Build Brand Awareness and Customer Engagement |
| title_auth | The Community Manager's Playbook How to Build Brand Awareness and Customer Engagement |
| title_exact_search | The Community Manager's Playbook How to Build Brand Awareness and Customer Engagement |
| title_full | The Community Manager's Playbook How to Build Brand Awareness and Customer Engagement by Lauren Perkins |
| title_fullStr | The Community Manager's Playbook How to Build Brand Awareness and Customer Engagement by Lauren Perkins |
| title_full_unstemmed | The Community Manager's Playbook How to Build Brand Awareness and Customer Engagement by Lauren Perkins |
| title_short | The Community Manager's Playbook |
| title_sort | the community manager s playbook how to build brand awareness and customer engagement |
| title_sub | How to Build Brand Awareness and Customer Engagement |
| topic | Markenbekanntheit (DE-588)4329198-3 gnd Kundengruppenmanagement (DE-588)4197319-7 gnd |
| topic_facet | Markenbekanntheit Kundengruppenmanagement |
| url | https://doi.org/10.1007/978-1-4302-4996-2 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027762647&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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