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Developing B2B Social Communities Keys to Growth Innovation and Customer Loyalty 1st Edition by Margaret Brooks, John Lovett, Sam Creek ISBN 1430247134 9781430247135

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Developing B2B Social Communities Keys to Growth Innovation and Customer Loyalty 1st Edition Margaret Brooks Digital Instant Download

Author(s): Margaret Brooks, J. J. Lovett, Sam Creek
ISBN(s): 9781430247135, 1430247134
Edition: 1
File Details: PDF, 3.09 MB
Year: 2013
Language: english
SKU: EB-4430258 Category: Tags: , ,

Developing B2B Social Communities Keys to Growth Innovation and Customer Loyalty 1st Edition by Margaret Brooks, John Lovett, Sam Creek – Ebook PDF Instant Download/Delivery: 1430247134, 9781430247135
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ISBN 10: 1430247134 
ISBN 13: 9781430247135
Author: Margaret Brooks, John Lovett, Sam Creek

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. Seminars, publications, market research, and customer care centers remain important tools in every B2B firm’s toolbox for understanding, attracting, and serving customers while keeping them loyal. But in a world of fierce global price competition, increasing transparency of business practices, and ever-rising complexity, these traditional customer interaction channels are no longer enough for most B2B companies. That’s why smart organizations—both large and small—are tapping into online communities to gain a huge competitive advantage: the ability to get much closer to customers and become more valuable to them. Developing B2B Social Communities delves into the generators of business value in online communities: immediate customer access to expert information within the company and from other customers; inexpensive delivery of custom technical help; demonstrations of how customers can to get the most from their products; and forums where customers can share tips, air gripes, reveal unmet needs, and suggest improvements.   Three veteran community managers show you how to harness the knowledge of the crowd to help shape your company’s strategic direction, develop new products and services, identify trends, sell more, serve customers more efficiently, and provide better product support. Fleshing out precepts with real-world examples and case studies, the authors detail the transformational opportunities—and pitfalls—for creating online communities.

Developing B2B Social Communities Keys to Growth Innovation and Customer Loyalty 1st Table of contents:

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
Summary
Chapter 6: Case Study in Focus: CA Technologies
In the Beginning It Was Confusion
A Social Suite Solution
Listening to Our Users
Supporting Our Users
Motivating Our Users
How MyCA Is Structured
The Community Engagement Model
Learning about Our Membership
Measuring Success
Summary
Chapter 7: Business Impact through Community
Reducing Customer Services Costs
Message Boards
Blogs
E-mail Newsletters and Subscriptions (RSS)
Social Network Engagement
How Business Is Impacted
How to Measure Call Deflection
TSIA Method
Petouhoff Method
Simplest Method
Crowdsourcing Product Enhancement Ideas
Ideas
Message Board
Blogs
How Business Is Impacted
How to Measure Ideation
Incorporating User Data into a Social CRM
Registration Process
Profiles
Ranking
Badging
Personalization
How Business Is Impacted
How to Measure Social Data in a CRM System
Customer Retention and Customer Loyalty
Surveys
How Business Is Impacted
How to Measure
Thought Leadership to Engage and Inform
Blogs
Message Boards
Wikis
Newsletters
How Business Is Impacted
How to Measure Thought Leadership
Views
Visitors
Comments
Ratings
Shares
Embracing a Culture of Transparency
Message Boards
Blogs
Ideas
Social Networks
How Business Is Impacted
How to Measure Cultural Transparency: Surveys
How to Measure Cultural Transparency: Sentiment
Improving Social Business Maturity
How Business Is Impacted
How to Measure
Summary
Direct Impacts
Indirect Impacts
Chapter 8: Developing B2B Social Communities
How to Be Valuable
Know What You Have to Know to Go Where You Want to Go
This Is Beginning to Sound Like Math
Metrics
Views
Visits
Populations
Posts
Likes or Ratings
Answers
Surveys
Polls
Text Mining
Reporting
Periodic Reports
Ad Hoc Reports
Charts
Infographics
Dashboards
Tools
Spreadsheets
Databases
Mashup Tools
Enterprise Data Warehouses
Text Mining Tools
Social Network Analysis
Big Data
Pitfalls
Developing Measurable Business Goals
Summary
Index

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Tags: Margaret Brooks, John Lovett, Sam Creek, B2B Social Communities, Innovation, Customer Loyalty