Pressestimmen
"A must for any serious marketing professional. It shows you step-by-step how to establish a relationship with people who make your business work." -- Cornelia Mangold, University of Applied Sciences Stuttgart "This book is based on first-hand knowledge. Both authors bring great expertise to their subject. Personally, I like most the real world lessons where you can profit from other companies' experience." -- Marion Schneider, Account Director, DDB Worldwide Communications Group
Kurzbeschreibung
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.
Synopsis
A new golden age of the Internet has arrived, with companies of all kinds suddenly interested in investing in community websites. The Online Community Handbook shows businesspeople (not techies) what they need to know to tap into the power of the online community movement. Readers will learn how online communities can support an existing product or brand, and even how to turn a community into a new revenue source. The Online Community Handbook is a practical resource, written in non-technical, non-theoretical language. It provides the businessperson with an overview of today's online communities, so they can better understand the environment and create solid objectives for building their community. With real-world examples, this book shows how to analyze business uses, potential risks and benefits, and offers strategies for creating, managing and growing a community. With checklists, chapter-end summaries, and presentation-ready bullet points, the book is ready-made for a business reader who is eager to tackle community projects and needs to save time.
Über den Autor
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.
