Developing B2B social communities keys to growth, innovation, and customer loyalty
Developing B2B Social Communities: Keys to Growth, Innovation, and Customer Loyalty explains why business-to-business companies need a robust online community strategy to survive and flourish in today’s changing economy and shows you how to design and execute your company’s strategy successfully. Se...
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| Otros Autores: | , |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
New York :
CA Technologies Press
2013.
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| Edición: | 1st ed. 2013. |
| Colección: | Gale eBooks
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009629377006719 |
Tabla de Contenidos:
- ""Contents""; ""Foreword""; ""About the Authors""; ""About the Technical Reviewer ""; ""Acknowledgments""; ""Preface""; ""Chapter 1: The Human Need to Connect ""; ""From the Political Animal to the Social""; ""Hardwired to Socialize""; ""Updating the Status of Your Nucleus Accumbens""; ""Trusting the Crowd""; ""We Can Rebuild Him. We Have the Technology Better Stronger Faster.""; ""Back in the Conference Room""; ""Return on Investment""; ""Competition""; ""New Technologies and the Rise of Social Media""; ""Your Company Is Made Up of People, Just Like Your Customers""; ""Summary""
- ""Chapter 2: Community as the Centerpiece for Customer Engagement""""The X-Factor: What Makes for a Successful Community?""; ""Step 1: Due Diligence""; ""Step 2: Business Planning""; ""Step 3: Make the Decision: Yes or No? Should We Take the Plunge?""; ""Step 4: Community Planning""; ""Next, the Who Question""; ""Now to Answer the What Question""; ""Finally, Answering the How Question""; ""Step 5: Opening Activities""; ""Step 6: Launching the Community""; ""Step 7: Monitor, Sustain, and Evaluate Success""; ""Step 8: Continuous Improvement""
- ""Online Community: The Base for Social Engagement""""Summary""; ""On-Domain Platform Requirements Checklist""; ""End User Functionality""; ""Considerations Summary Chart""; ""Chapter 3: Community Models""; ""Showing Your Cards: Which Privacy Model Is Right for Your Community?""; ""Public Communities""; ""Private Communities""; ""Hybrid Communities""; ""How Will Your Community Be Governed?""; ""Internal Governance""; ""Externally Governed Communities""; ""Hybrid Governance Models: The Best of Both Worlds?""; ""Which Finance Model Is Right for Your Community?""; ""Summary""
- ""Chapter 4: Life Cycle and Maturity Models for Online Communities""""A Four-Stage Community Life Cycle Model""; ""Onboarding State""; ""Established State""; ""Mature State""; ""Mitotic State""; ""An Alternative Four-Stage Community Life Cycle Model""; ""Strategy""; ""Leadership""; ""Culture""; ""Community Management""; ""Content and Programming""; ""Policies and Governance""; ""Tools""; ""Metrics and Measurement""; ""Assessing Your Community Maturity""; ""Summary""; ""Chapter 5: Community Management""; ""An Investment in Social Capital""; ""Community Management Active and Passive""
- ""Desirable Traits Found in Successful B2B Community Managers""""Where Do I Look?""; ""Racing A Team Effort Much Like Community Management""; ""Don't Forget Content""; ""The Established Principles of Community Management""; ""Why Communities Fail""; ""Reasons Communities Fail""; ""Community Focused Around an Uninteresting Topic or Incorrect Audience""; ""Lack of Dedicated Community Management Efforts""; ""Unclear Mission, Purpose, Goals, and Measurements""; ""Lack of Content Nothing to Interact On""; ""Technology Platform Does Not Support Community Needs""
- ""The Business Need for the Community Ends""
