The Community Manager's Playbook

The Community Manager's Playbook

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.

Publisher Apress
Release Date
ISBN 143024996X
Pages 304 pages
Rating 4/5 (62 users)
Read More

More Books:

The Community Manager's Playbook
Language: en
Pages: 304
Authors: Lauren Perkins
Categories: Business & Economics
Type: BOOK - Published: 2015-01-05 - Publisher: Apress

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
The Complete Social Media Community Manager's Guide
Language: en
Pages: 336
Authors: Marty Weintraub
Categories: Business & Economics
Type: BOOK - Published: 2013-01-04 - Publisher: John Wiley & Sons

A unique approach to today's hottest new job in socialmedia Today's social community managers use social media platforms andact as brand evangelists and communi
Social Media Playbook for Business: Reaching Your Online Community with Twitter, Facebook, LinkedIn, and More
Language: en
Pages: 263
Authors: Tom Funk
Categories: Computers
Type: BOOK - Published: 2011-02-02 - Publisher: ABC-CLIO

This practical guide can help any business or organization make sense of the social media buzz and build a successful online community. • Offers in-depth, how
The Reputation Playbook
Language: en
Pages: 224
Authors: Jennifer Janson
Categories: Business & Economics
Type: BOOK - Published: 2014-10-06 - Publisher: Harriman House Limited

Why do some companies have a seemingly flawless reputation while others constantly fight a losing battle? Maybe you've always kept social media at arm's length,
Handbook of Community Management
Language: en
Pages: 237
Authors: Stan Garfield
Categories: Language Arts & Disciplines
Type: BOOK - Published: 2020-09-07 - Publisher: Walter de Gruyter GmbH & Co KG

This book is an in-depth tutorial on how to make communities work to really improve business performance. It covers principles and proven practices that ensure
The Customer Education Playbook
Language: en
Pages: 242
Authors: Daniel Quick
Categories: Business & Economics
Type: BOOK - Published: 2022-04-12 - Publisher: John Wiley & Sons

Deliver maximum value to customers and clients with this blueprint to customer success In The Customer Education Playbook: How Leading Companies Engage, Convert
The Customer Trap
Language: en
Pages: 173
Authors: Andrew R. Thomas
Categories: Business & Economics
Type: BOOK - Published: 2015-04-07 - Publisher: Apress

American business is dysfunctional. Companies of all sizes follow the mistaken belief that their products and services are best sold through mega-customers with
Going for the Gold
Language: en
Pages: 154
Authors: Jeffrey L. Buller, Ph.D
Categories: Education
Type: BOOK - Published: 2016-11-07 - Publisher: Rowman & Littlefield

What do faculty members, academic administrators, or development officers need to know if they want to be successful fundraisers in higher education? Going for
The Innovation Manager's Playbook - Distribution Version
Language: en
Pages: 208
Authors: Paul Williams
Type: BOOK - Published: 2010-08-25 - Publisher:

Sports teams have playbooks to organize and orient team members to the strategies and techniques that have been proven to be effective, more often than not, in
Digital Metrics Playbook
Language: en
Authors: Enrique Quevedo
Categories: Business & Economics
Type: BOOK - Published: 2015-02-19 - Publisher: Dreaming Intent Press

Brand marketers are still taking their first steps into the digital world by migrating their traditional mindset into the new communication channels they have a