Audiobook8 hours
Building Brand Communities: How Organizations Succeed by Creating Belonging
Written by Carrie Melissa Jones and Charles Vogl
Narrated by Caroline Miller
Rating: 5 out of 5 stars
5/5
()
About this audiobook
An authentic brand community is more than just people buying your product or working alongside one another. This book articulates the critical roles of mutual concern, common values, and shared experiences in creating fiercely loyal customer and collaborator relationships.
Smart organizations know that creating communities is the key to unlocking unprecedented outcomes. But too many mistakenly rely on superficial transactional relationships as a foundation for community, when really people want something deeper. Carrie Melissa Jones and Charles Vogl argue that in an authentic and enriching community, members have mutual concern for one another, share personal values, and join together in meaningful shared experiences, whether online or off. On the deepest level, brands must help members grow into who they want to be.
Jones and Vogl present practices used by global brands like Yelp, Etsy, Twitch, Harley Davidson, Salesforce, Airbnb, Sephora, and others to connect in a meaningful way with the people critical for their success. They articulate how authentic communities can serve organizational goals in seven different areas: innovation, talent recruitment, customer retention, marketing, customer service, building transformational movements, and creating community forums. They also reveal principles to grow a new brand community to critical mass. This is the first comprehensive guide to a crucial differentiator that gives organizations access to untapped enthusiasm and engagement.
Smart organizations know that creating communities is the key to unlocking unprecedented outcomes. But too many mistakenly rely on superficial transactional relationships as a foundation for community, when really people want something deeper. Carrie Melissa Jones and Charles Vogl argue that in an authentic and enriching community, members have mutual concern for one another, share personal values, and join together in meaningful shared experiences, whether online or off. On the deepest level, brands must help members grow into who they want to be.
Jones and Vogl present practices used by global brands like Yelp, Etsy, Twitch, Harley Davidson, Salesforce, Airbnb, Sephora, and others to connect in a meaningful way with the people critical for their success. They articulate how authentic communities can serve organizational goals in seven different areas: innovation, talent recruitment, customer retention, marketing, customer service, building transformational movements, and creating community forums. They also reveal principles to grow a new brand community to critical mass. This is the first comprehensive guide to a crucial differentiator that gives organizations access to untapped enthusiasm and engagement.
Author
Carrie Melissa Jones
Carrie Melissa Jones is the founder of Gather Community Consulting and the former COO and Founding Partner of CMX. Her work has helped build communities with Google, Patreon, the American Medical Association, Coursera, and DoSomething.org. In 2016, Salesforce named her one of three experts to follow in community management.
Related to Building Brand Communities
Related audiobooks
The Art of Community: Seven Principles for Belonging Rating: 4 out of 5 stars4/5Continuous Branding: For Service-based Organisations Ambitious to Grow Rating: 5 out of 5 stars5/5Founder Brand: Turn Your Story Into Your Competitive Advantage Rating: 5 out of 5 stars5/5Marketing: A Love Story: How to Matter to Your Customers Rating: 4 out of 5 stars4/5Branding: Starting a Business With Top Brand Strategies and Build Successful Product Rating: 4 out of 5 stars4/5Brand Aid: A Quick Reference Guide to Solving Your Branding Problems and Strengthening Your Market Position Rating: 5 out of 5 stars5/5Conversation Marketing: How to Be Relevant and Engage Your Customer by Speaking Human Rating: 3 out of 5 stars3/5What Customers Hate: Drive Fast and Scalable Growth by Eliminating the Things that Drive Away Business Rating: 5 out of 5 stars5/5Co-Create: How Your Business Will Profit from Innovative and Strategic Collaboration Rating: 4 out of 5 stars4/5Primal Branding: Create Zealots for Your Brand, Your Company, and Your Future Rating: 5 out of 5 stars5/5Bold: How to Be Brave in Business and Win Rating: 5 out of 5 stars5/5A Happy & Healthy Digital Agency Rating: 5 out of 5 stars5/5Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web Rating: 5 out of 5 stars5/5Rewards Crowdfunding: The Kickstarter & Indiegogo Guide For Campaign Creators Rating: 5 out of 5 stars5/5Marketing in the Participation Age: A Guide to Motivating People to Join, Share, Take Part, Connect, and Engage Rating: 0 out of 5 stars0 ratingsThe Startup Community Way: Evolving an Entrepreneurial Ecosystem Rating: 5 out of 5 stars5/5People Powered: How Communities Can Supercharge Your Business, Brand, and Teams Rating: 5 out of 5 stars5/5Everyone Is An "Influencer": Building A Brand By Engaging The People Who Matter Most Rating: 4 out of 5 stars4/5Brand Now: How to Stand Out in a Crowded, Distracted World Rating: 5 out of 5 stars5/5Difference: The one-page method for reimagining your business and reinventing your marketing Rating: 4 out of 5 stars4/5Brand, Meet Story: How to Create Engaging Content to Win Business and Influence Your Audience Rating: 4 out of 5 stars4/5Influencer Marketing Strategy: How to Create Successful Influencer Marketing Rating: 0 out of 5 stars0 ratingsTribes: The Ultimate Guide To Create a Following For Your Business Using Social Media Rating: 5 out of 5 stars5/5Bigger Than This: How to Turn Any Venture into an Admired Brand Rating: 4 out of 5 stars4/5
Marketing For You
Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant Rating: 4 out of 5 stars4/5$100M Offers: How to Make Offers So Good People Feel Stupid Saying No Rating: 5 out of 5 stars5/5Marketing Made Simple: A Step-by-Step StoryBrand Guide for Any Business Rating: 5 out of 5 stars5/5How Are You, Really?: Living Your Truth One Answer at a Time Rating: 5 out of 5 stars5/5Wanting: The Power of Mimetic Desire in Everyday Life Rating: 5 out of 5 stars5/5Building a StoryBrand: Clarify Your Message So Customers Will Listen Rating: 5 out of 5 stars5/5How to Write a Book This Weekend, Even If You Flunked English Like I Did Rating: 4 out of 5 stars4/5Expert Secrets: The Underground Playbook for Creating a Mass Movement of People Who Will Pay for Your Advice Rating: 5 out of 5 stars5/5Influence, New and Expanded: The Psychology of Persuasion Rating: 4 out of 5 stars4/5The One Week Marketing Plan: The Set It & Forget It Approach for Quickly Growing Your Business Rating: 4 out of 5 stars4/5The Tipping Point by Malcolm Gladwell - Book Summary: How Little Things Can Make a Big Difference Rating: 4 out of 5 stars4/5Scientific Advertising: "Master of Effective Advertising" Rating: 5 out of 5 stars5/5Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life Rating: 4 out of 5 stars4/5Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World Rating: 5 out of 5 stars5/5Storytelling: A Guide on How to Tell a Story with Storytelling Techniques and Storytelling Secrets Rating: 4 out of 5 stars4/5Primal Branding: Create Zealots for Your Brand, Your Company, and Your Future Rating: 5 out of 5 stars5/5How to Write Copy That Sells: The Step-By-Step System for More Sales, to More Customers, More Often Rating: 5 out of 5 stars5/5Traction: How Any Startup Can Achieve Explosive Customer Growth Rating: 5 out of 5 stars5/5Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It Rating: 5 out of 5 stars5/5Yes!: 50 Scientifically Proven Ways to Be Persuasive Rating: 4 out of 5 stars4/5Invisible Influence: The Hidden Forces that Shape Behavior Rating: 4 out of 5 stars4/5Purple Cow: Transform Your Business by Being Remarkable Rating: 5 out of 5 stars5/5Summary: Traction: Get a Grip on Your Business: by Gino Wickman: Key Takeaways, Summary, and Analysis Rating: 5 out of 5 stars5/5The Catalyst: How to Change Anyone's Mind Rating: 5 out of 5 stars5/5
Reviews for Building Brand Communities
Rating: 4.75 out of 5 stars
5/5
4 ratings0 reviews