Table of Contents
Preface xi
Introduction 1
Part 1 Brand Community Foundations 13
1 Recognizing Community, Brand Community, and Belonging 15
2 Supporting Organizational Goals 38
Part 2 Building from the Beginning 57
3 Distinguishing Community 59
4 Starting at the Beginning 68
5 Team Selection 83
6 Growth Principles 96
Part 3 Deeper Ideas 111
7 Leaders' and Managers' Roles 113
8 Creating Shared Experiences and Space 125
9 Content Strategy 149
10 Motivation and Encouraging Participation 155
11 Measurement and Metrics 179
Last Word 191
Appendix A Brand Goal Practices 193
Innovation Community Practices 193
Talent Recruitment and Retention Recruitment Practices 196
Customer Retention Practices 198
Marketing Practices tor Community 199
Practices for a Support Community 202
Practices for Supporting Movement Communities 205
Appendix B Worksheets 208
Worksheet 1 Selecting Founding Members 208
Worksheet 2 Selecting and Training Leaders 211
Worksheet 3 Campfire Experiences 212
Worksheet 4 Identify a Brand Community's Purpose 213
Worksheet 5 Encouraging Engagement 214
Notes 216
Glossary 227
Further Reading 231
Acknowledgments 233
Index 235
About the Authors 245