Online Community Handbook: Building your business and brand on the Web
- By Anna Buss, Nancy Strauss
- Published Mar 6, 2009 by New Riders.
- Copyright 2009
- Dimensions: 7 X 9
- Pages: 288
- Edition: 1st
- ISBN-10: 0-321-60588-8
- ISBN-13: 978-0-321-60588-7
- eBook (Adobe DRM)
- ISBN-10: 0-321-61964-1
- ISBN-13: 978-0-321-61964-8
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Product Author Bios
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.
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.
4 of 4 people found the following review helpful
A Social Networking Bible for Any Business,
This review is from: Online Communities Handbook: Building your business and brand on the Web (Paperback)This book is an absolute must-read for any business wanting to take the dip into Web 2.0 and social networking. Authors Buss and Strauss walk businesses through the benefits and drawbacks of creating an interactive web presence. They completely ignore the technical aspects of how to do this since the technical aspects are for , well, technicians. This book's audience is business owners or marketing professionals looking to use the web to create a dialogue with their customers.
With copious real world samples from companies both big and small, businesses will, after reading this book, leave with the attitude "I can do that." Too many books cover the nitty-gritty details of how to create the "ultimate" or "killer" interactive community. This book eschews those grandiose ideas and focuses on the basics of how and why conversations about your brand help your company. A case is created for getting interactive on the web and then a variety of ways of doing this are... Read more
1 of 3 people found the following review helpful
From creating brand loyalty and bringing in new business to using free advertising opportunities,
This review is from: Online Communities Handbook: Building your business and brand on the Web (Paperback)ONLINE COMMUNITIES HANDBOOK: BUILDING YOUR BUSINESS & BRAND ON THE WEB provides any business owner with the keys to building online community support, from creating brand loyalty and bringing in new business to using free advertising opportunities and using communities to uncover market trends and new ideas. From social networks for brand-building to online etiquette in business promotions, ONLINE COMMUNITIES HANDBOOK: BUILDING YOUR BUSINESS & BRAND ON THE WEB is a winner.
› See both customer reviews...
Online Sample Chapter
Table of Contents
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
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