Community Marketing
 |
Description
Book Introduction
In an age where advertising doesn't work,
How Top Brands Steal Customers' Hearts
Design your customers' sense of belonging.
TV and newspapers have been replaced by various OTT services and social media, and these media provide endless information in real time.
Consumers no longer see advertisements unilaterally sent by companies, and even if they do see them, they don't believe them at face value.
What kind of marketing is needed in this age of information overload and ad blocking? Mark W., a world-renowned business consultant and marketing expert, explains.
Shepherd focuses on 'brand communities'.
“Digital natives, who feel lonelier and more isolated than previous generations, constantly want to belong somewhere and be with someone,” says Shepherd.
“To make your brand known and loved, you have to make your customers feel like they belong to your brand,” he says.
《Community Marketing》 explains in detail why communities are necessary for marketing now and in the future, how to build and operate communities, how to measure marketing performance, and even what next-generation communities will look like.
Along with this, we also introduce the strategies of those and companies that have achieved success by creating real communities.
Does your brand need a new marketing strategy? If so, design a community to attract people and engage them with your brand.
How Top Brands Steal Customers' Hearts
Design your customers' sense of belonging.
TV and newspapers have been replaced by various OTT services and social media, and these media provide endless information in real time.
Consumers no longer see advertisements unilaterally sent by companies, and even if they do see them, they don't believe them at face value.
What kind of marketing is needed in this age of information overload and ad blocking? Mark W., a world-renowned business consultant and marketing expert, explains.
Shepherd focuses on 'brand communities'.
“Digital natives, who feel lonelier and more isolated than previous generations, constantly want to belong somewhere and be with someone,” says Shepherd.
“To make your brand known and loved, you have to make your customers feel like they belong to your brand,” he says.
《Community Marketing》 explains in detail why communities are necessary for marketing now and in the future, how to build and operate communities, how to measure marketing performance, and even what next-generation communities will look like.
Along with this, we also introduce the strategies of those and companies that have achieved success by creating real communities.
Does your brand need a new marketing strategy? If so, design a community to attract people and engage them with your brand.
- You can preview some of the book's contents.
Preview
index
Prologue Why focus on the community?
In an era where we find solace in community, communities can become brands themselves.
STEP 1: Community: The Ultimate and Best Marketing Strategy
Chapter 1: Digital Natives: The Loneliest Generation
The Global Pandemic of Loneliness | Why Are People Feeling Lonelier These Days? | The Longing for Belonging is Human Nature | Now Is the Time We Need Community More Than Ever
Case Study: Quilting Becomes an Alternative Community
Chapter 2: Make Your 'Followers' and 'Audience' a Community
The Difference Between Followers, Audiences, and Communities | 3 Characteristics of Communities | Brand Communities: The Business of Emotion
Case Study: Social Media Week Lima: Conferences Are Communities Too
Chapter 3: Why Does Your Brand Need a Community?
Companies No Longer Have a Choice | The Economic Impact of Brand Communities | The Correlation Between Self-Identity and Brand Advocacy
Case Study: Lululemon Boosts Return on Investment with Community
Chapter 4: How to Build Emotional Connections with Customers Through Community
The Birth of the Boss Mom Community | Connecting with Members Through Content | Establishing a Sense of Purpose: The First Step in Community Design | Helping Others Through the 'Community Ladder' | Building Emotional Connections Between Community Members | The Community Becomes a Fence | Authenticity Creates Brand Loyalty | How to Monetize a Community | The Path to a Sustainable Community
Chapter 5 Community Framework
6 Keys to Community Success | Wrapping Up the First Step
Case Study: Goldbuster Consulting Moves Beyond "Souvenir Sales" to Community
STEP 2: The Art and Science of Community Management: A to Z
Chapter 6: Five Corporate Cultures Your Community Needs to Grow
Community isn't just a marketing tool; it's a business strategy | Brand communities exist to serve customers | Develop leaders among your community members | Look into your members' eyes | Share community control with your members | Is your brand ready?
Case Study: JWB: Community Bonds Lead to Investment
Chapter 7: Start with a Sense of Purpose
Find relevance to your customers' daily lives | 15 questions to define your purpose | You don't have to intentionally reveal your brand through your community | How to make your community members feel a sense of purpose | Community as experiential marketing | Taking your purpose to the next level
Case Study: Due Date: A Community Born from a Pile of Waste
Chapter 8 How to Recruit Members?
A sense of community is built on trust | Early members can be the first leaders | Why people join communities | Twitch, the world's largest community | The Love Shack Fancy community, a brand fan club born by accident | What Twitch and Love Shack Fancy have in common | How to expand your community beyond its initial members
Case Study: Uader Media: The Community Becomes the Business Itself
Chapter 9: A New Mindset for Marketers
Community managers are the face of your brand | The role of community status | Communities are a social contract with customers | Leverage existing platforms
Case Study: Spotify Beats Apple Music Through Community
Chapter 10: How to Measure Community Performance?
Direct Marketing vs.
Brand Marketing | Community is a Part of Brand Marketing | Will It Be Gatorade or Powerade? | Social Sharing as the Most Important Metric | A Large Community Isn't Always Better | Sticker Tests for Brand Loyalty
Case Study: Sephora: Return on Investment for a Community of 6 Million Members
STEP 3 Future Technologies and Next-Generation Communities
Chapter 11: New Communities Utilizing Web 3.0 and Future Technologies
NFTs: A Tool for Building New Relationships with Customers | E-Wallets Transforming the Dynamics Between Businesses and Consumers | Leveraging the Tokenized Economy | The Metaverse: A World of Infinite Potential | AI: Expanding the Boundaries of Community
Case Study_Web 3.0 and Battle Bunny's Universe
Chapter 12: The Hidden Secret Community: Digital Campfire
3 Types of Digital Campfires | The Future of Marketing Sparked by Digital Campfires | How to Leverage Private Communities for Marketing
Case Study: Jack in the Box: Sharing a Burger Around a Campfire
Epilogue From Me to Us
Lessons from Bitter Failure | Uprising Online: The Birth of COVID-19 | Web 3.0 Experiments: Issuing Coins | Greater Opportunities Created by Communities | Community is the Way We Can Be Proud of Our Lives
Additional Study Materials
Acknowledgements
Americas
In an era where we find solace in community, communities can become brands themselves.
STEP 1: Community: The Ultimate and Best Marketing Strategy
Chapter 1: Digital Natives: The Loneliest Generation
The Global Pandemic of Loneliness | Why Are People Feeling Lonelier These Days? | The Longing for Belonging is Human Nature | Now Is the Time We Need Community More Than Ever
Case Study: Quilting Becomes an Alternative Community
Chapter 2: Make Your 'Followers' and 'Audience' a Community
The Difference Between Followers, Audiences, and Communities | 3 Characteristics of Communities | Brand Communities: The Business of Emotion
Case Study: Social Media Week Lima: Conferences Are Communities Too
Chapter 3: Why Does Your Brand Need a Community?
Companies No Longer Have a Choice | The Economic Impact of Brand Communities | The Correlation Between Self-Identity and Brand Advocacy
Case Study: Lululemon Boosts Return on Investment with Community
Chapter 4: How to Build Emotional Connections with Customers Through Community
The Birth of the Boss Mom Community | Connecting with Members Through Content | Establishing a Sense of Purpose: The First Step in Community Design | Helping Others Through the 'Community Ladder' | Building Emotional Connections Between Community Members | The Community Becomes a Fence | Authenticity Creates Brand Loyalty | How to Monetize a Community | The Path to a Sustainable Community
Chapter 5 Community Framework
6 Keys to Community Success | Wrapping Up the First Step
Case Study: Goldbuster Consulting Moves Beyond "Souvenir Sales" to Community
STEP 2: The Art and Science of Community Management: A to Z
Chapter 6: Five Corporate Cultures Your Community Needs to Grow
Community isn't just a marketing tool; it's a business strategy | Brand communities exist to serve customers | Develop leaders among your community members | Look into your members' eyes | Share community control with your members | Is your brand ready?
Case Study: JWB: Community Bonds Lead to Investment
Chapter 7: Start with a Sense of Purpose
Find relevance to your customers' daily lives | 15 questions to define your purpose | You don't have to intentionally reveal your brand through your community | How to make your community members feel a sense of purpose | Community as experiential marketing | Taking your purpose to the next level
Case Study: Due Date: A Community Born from a Pile of Waste
Chapter 8 How to Recruit Members?
A sense of community is built on trust | Early members can be the first leaders | Why people join communities | Twitch, the world's largest community | The Love Shack Fancy community, a brand fan club born by accident | What Twitch and Love Shack Fancy have in common | How to expand your community beyond its initial members
Case Study: Uader Media: The Community Becomes the Business Itself
Chapter 9: A New Mindset for Marketers
Community managers are the face of your brand | The role of community status | Communities are a social contract with customers | Leverage existing platforms
Case Study: Spotify Beats Apple Music Through Community
Chapter 10: How to Measure Community Performance?
Direct Marketing vs.
Brand Marketing | Community is a Part of Brand Marketing | Will It Be Gatorade or Powerade? | Social Sharing as the Most Important Metric | A Large Community Isn't Always Better | Sticker Tests for Brand Loyalty
Case Study: Sephora: Return on Investment for a Community of 6 Million Members
STEP 3 Future Technologies and Next-Generation Communities
Chapter 11: New Communities Utilizing Web 3.0 and Future Technologies
NFTs: A Tool for Building New Relationships with Customers | E-Wallets Transforming the Dynamics Between Businesses and Consumers | Leveraging the Tokenized Economy | The Metaverse: A World of Infinite Potential | AI: Expanding the Boundaries of Community
Case Study_Web 3.0 and Battle Bunny's Universe
Chapter 12: The Hidden Secret Community: Digital Campfire
3 Types of Digital Campfires | The Future of Marketing Sparked by Digital Campfires | How to Leverage Private Communities for Marketing
Case Study: Jack in the Box: Sharing a Burger Around a Campfire
Epilogue From Me to Us
Lessons from Bitter Failure | Uprising Online: The Birth of COVID-19 | Web 3.0 Experiments: Issuing Coins | Greater Opportunities Created by Communities | Community is the Way We Can Be Proud of Our Lives
Additional Study Materials
Acknowledgements
Americas
Detailed image
Into the book
Companies are abandoning deeply entrenched advertising strategies and finding new ways to get to know their customers, share information with them, co-create products, and build emotional connections that lead to customer loyalty and advocacy.
Communities are good for both businesses and customers.
Numerous studies have shown that belonging to a brand community boosts its members' self-esteem, self-identity, and self-worth.
Sharing a common history, language, and spirit with a community contributes greatly to creating a strong sense of belonging.
---From "Chapter 1: Digital Natives, the Loneliest Generation"
After decades and millions of dollars in advertising, Coca-Cola has successfully transformed its image from "brown sugar water" to a family of cute and lovable polar bears (they even sell polar bear merchandise).
But there is a problem here too.
After decades and millions of dollars invested, this old way of evoking emotion through repetition and familiarity is now largely dead.
No matter what anyone says, we're moving into a world of content streaming and ad blocking, where even if someone sees your ad, they won't believe it.
---From "Chapter 2: Make Your Followers and Audience a Community"
When consumers actively engage with a brand through a community, it creates something more than just loyalty—what scholars call “attachment.”
Some experts believe that this deep bond within the community also helps businesses weather economic hardship.
---From Chapter 3, “Why Does Your Brand Need a Community?”
When an individual becomes part of a brand community, a mutually beneficial bond is formed.
The love for a brand experienced and expressed within a community contributes positively to both an individual's self-esteem and brand support.
This kind of magic can only happen when companies abandon traditional sales dashboards, view their communities through the lens of brand building, and prioritize the needs of their members above all else.
---From "Chapter 6: 5 Corporate Cultures a Community Must Have to Grow"
Marketers are mostly accustomed to targeting specific consumers based on demographics.
But communities, unlike this, should focus on people who share similar interests and values.
In other words, it must be a community that ‘shares relevance.’
For example, home security systems companies typically target people who are security conscious or live in high-crime areas.
But in reality, many people want security cameras 'to keep an eye on their pets while they're at work.'
That's why it would be a good idea for a security systems company to jump into the pet-owning community (or create one).
Because there is a shared relevance here.
---From "Chapter 7: Start with a Sense of Purpose"
Today, brand stories are created through social media posts, testimonials, and reviews.
Through people, not through advertising.
Enabling this word-of-mouth is an essential element of community marketing and how we measure its success.
So, the role of marketers is to help community members spread the passion and joy that exists within the community to people outside the community.
Your customers are your best marketers.
How can we help them achieve their goals? The answer is simple.
It gives you something to talk about.
Management consulting group McKinsey & Company found that community revitalization revolves around two key elements.
It's a story that will spark conversation about your flagship product.
---From "How to Measure the Performance of a 10-Chapter Community"
There is no clear definition of Web 3.0, so it is still as murky as mud.
So, as a simple person, I like to look at things in this simple way.
The main force driving Web 3.0 is decentralization, which theoretically means that individuals, rather than corporations, will have more control over their content, their money, and their future destinations through their own economic communities.
Breaking through the complex and difficult terminology of Web 3.0, we discover technologies that enable a sense of belonging and community in creative new ways.
Communities are good for both businesses and customers.
Numerous studies have shown that belonging to a brand community boosts its members' self-esteem, self-identity, and self-worth.
Sharing a common history, language, and spirit with a community contributes greatly to creating a strong sense of belonging.
---From "Chapter 1: Digital Natives, the Loneliest Generation"
After decades and millions of dollars in advertising, Coca-Cola has successfully transformed its image from "brown sugar water" to a family of cute and lovable polar bears (they even sell polar bear merchandise).
But there is a problem here too.
After decades and millions of dollars invested, this old way of evoking emotion through repetition and familiarity is now largely dead.
No matter what anyone says, we're moving into a world of content streaming and ad blocking, where even if someone sees your ad, they won't believe it.
---From "Chapter 2: Make Your Followers and Audience a Community"
When consumers actively engage with a brand through a community, it creates something more than just loyalty—what scholars call “attachment.”
Some experts believe that this deep bond within the community also helps businesses weather economic hardship.
---From Chapter 3, “Why Does Your Brand Need a Community?”
When an individual becomes part of a brand community, a mutually beneficial bond is formed.
The love for a brand experienced and expressed within a community contributes positively to both an individual's self-esteem and brand support.
This kind of magic can only happen when companies abandon traditional sales dashboards, view their communities through the lens of brand building, and prioritize the needs of their members above all else.
---From "Chapter 6: 5 Corporate Cultures a Community Must Have to Grow"
Marketers are mostly accustomed to targeting specific consumers based on demographics.
But communities, unlike this, should focus on people who share similar interests and values.
In other words, it must be a community that ‘shares relevance.’
For example, home security systems companies typically target people who are security conscious or live in high-crime areas.
But in reality, many people want security cameras 'to keep an eye on their pets while they're at work.'
That's why it would be a good idea for a security systems company to jump into the pet-owning community (or create one).
Because there is a shared relevance here.
---From "Chapter 7: Start with a Sense of Purpose"
Today, brand stories are created through social media posts, testimonials, and reviews.
Through people, not through advertising.
Enabling this word-of-mouth is an essential element of community marketing and how we measure its success.
So, the role of marketers is to help community members spread the passion and joy that exists within the community to people outside the community.
Your customers are your best marketers.
How can we help them achieve their goals? The answer is simple.
It gives you something to talk about.
Management consulting group McKinsey & Company found that community revitalization revolves around two key elements.
It's a story that will spark conversation about your flagship product.
---From "How to Measure the Performance of a 10-Chapter Community"
There is no clear definition of Web 3.0, so it is still as murky as mud.
So, as a simple person, I like to look at things in this simple way.
The main force driving Web 3.0 is decentralization, which theoretically means that individuals, rather than corporations, will have more control over their content, their money, and their future destinations through their own economic communities.
Breaking through the complex and difficult terminology of Web 3.0, we discover technologies that enable a sense of belonging and community in creative new ways.
---From "Chapter 11: New Communities Utilizing Web 3.0 and Future Technologies"
Publisher's Review
In a world where corporate marketing messages have lost their power,
A strategy to gain powerful marketers called consumers.
“Let your customers connect with your brand
“Make them feel connected to their daily lives.”
Modern society has made rapid progress in medicine, science, and technology, but at the same time, the number of people suffering from depression, anxiety, and chronic loneliness is rapidly increasing.
Rather than protecting people from depression and isolation, an affluent society may be accelerating their symptoms.
According to one survey, in the 1980s, 20 percent of Americans said they were “sometimes lonely,” but that number has recently reached 40 percent.
Additionally, 22 percent of millennials responded that they “have no friends at all.”
The 'digital native' generation makes friends and communicates online and through social media, but they don't have many friends they can truly trust and open their hearts to.
Author Mark W.
Shepherd says that what can fill their loneliness and emptiness is a sense of belonging.
That's why a 'community' that shares a sense of purpose, whether online or offline, is the most powerful marketing tool in modern society and an effective way to strengthen brand awareness.
For a long time, advertising was the most effective way to sell products. Advertisements placed on TV or in newspapers could generate significant revenue if they garnered attention.
But not anymore.
Consumers are moving away from advertising by the day.
Digital native consumers are installing ad-blocking apps on their smart devices and skipping ads when watching content, neutralizing companies' marketing strategies.
In such cases, a 'brand community' that creates a sense of belonging based on shared interests provides comfort to the company and increases loyalty to its products.
Additionally, community members have market reach and scalability that rivals or exceeds that of a corporate marketing department.
This is because consumers feel that products recommended by friends or acquaintances who are familiar with the brand are more trustworthy than products they have seen in advertisements.
“Why is Gatorade twice as expensive as Powerade?”
The value of community can be felt, even if it cannot be calculated.
Today, more than 70 percent of brand communities still prioritize customer service.
A study found that companies with online community platforms spend about 33 percent less on customer support services than those without.
However, the authors say, “While community as a customer support service is a desirable and good goal, it ignores the marketing potential of brand communities.”
In addition, the marketing benefits that communities bring to businesses are presented as follows.
① Differentiate your brand.
② Maintain relevance to customers’ daily lives.
③ Rapid collection and transmission of information is possible in the market.
④ It instills brand trust.
⑤ Increases brand loyalty.
⑥ Create an emotional bond between the brand and customers.
⑦ We help develop products by co-creating ideas with customers.
⑧ It is possible to form special connections.
⑨ Special cultural moments can be utilized for marketing.
⑩ Collected customer data can be utilized.
⑪ Generate revenue through a paid membership model.
⑫ It can be used as a talent pool for recruiting employees.
Among these, ⑩ customer data collection and ⑪ paid membership model can quantify the results, but the remaining items cannot calculate quantitative effects.
Herein lies the biggest challenge of community marketing.
It is difficult to clearly determine how much the brand community has grown in membership, how much the community has increased the brand's credibility, and what the correlation is between the community and product sales.
They just assume that if customers love your product and become organic advocates who promote it, they will sell more stuff.
You can't quantify the exact figures, but you can get a feel for the value.
Representative examples include sports drink Gatorade and clothing brand Lululemon, which are sold at more than twice the price of competitors' products.
From brand community design to operation and new community trends
All About Community Marketing
So how should we build a community? Fundamentally, if a company or business attempts to artificially create a community, it's likely to fail.
This is because excessive involvement in the promotion or sales of one's own brand or product can cause resentment among members.
That is why the author says that it is important to first establish a 'sense of purpose' that both the company and community members can relate to.
This sense of purpose will bring like-minded people together, and the more clearly a community has a sense of purpose, the faster it will grow.
However, it is important to keep in mind that product sales cannot be the purpose of a community.
"Community Marketing" provides detailed information on everything about community marketing, from how companies design communities to how to attract and manage members, and how to measure performance.
In addition, we will introduce new community trends, including communities utilizing new technologies such as the metaverse and NTF, and "digital campfires" that pursue more personal relationships in online spaces.
“The most effective strategy for breaking through the era of lost corporate marketing messages is to leverage the marketer, the consumer.
And at the heart of that strategy is community.”
This book will serve as a helpful guide for marketers, brand planners, and corporate CEOs alike, providing guidance on the path forward at this crucial juncture in marketing.
A strategy to gain powerful marketers called consumers.
“Let your customers connect with your brand
“Make them feel connected to their daily lives.”
Modern society has made rapid progress in medicine, science, and technology, but at the same time, the number of people suffering from depression, anxiety, and chronic loneliness is rapidly increasing.
Rather than protecting people from depression and isolation, an affluent society may be accelerating their symptoms.
According to one survey, in the 1980s, 20 percent of Americans said they were “sometimes lonely,” but that number has recently reached 40 percent.
Additionally, 22 percent of millennials responded that they “have no friends at all.”
The 'digital native' generation makes friends and communicates online and through social media, but they don't have many friends they can truly trust and open their hearts to.
Author Mark W.
Shepherd says that what can fill their loneliness and emptiness is a sense of belonging.
That's why a 'community' that shares a sense of purpose, whether online or offline, is the most powerful marketing tool in modern society and an effective way to strengthen brand awareness.
For a long time, advertising was the most effective way to sell products. Advertisements placed on TV or in newspapers could generate significant revenue if they garnered attention.
But not anymore.
Consumers are moving away from advertising by the day.
Digital native consumers are installing ad-blocking apps on their smart devices and skipping ads when watching content, neutralizing companies' marketing strategies.
In such cases, a 'brand community' that creates a sense of belonging based on shared interests provides comfort to the company and increases loyalty to its products.
Additionally, community members have market reach and scalability that rivals or exceeds that of a corporate marketing department.
This is because consumers feel that products recommended by friends or acquaintances who are familiar with the brand are more trustworthy than products they have seen in advertisements.
“Why is Gatorade twice as expensive as Powerade?”
The value of community can be felt, even if it cannot be calculated.
Today, more than 70 percent of brand communities still prioritize customer service.
A study found that companies with online community platforms spend about 33 percent less on customer support services than those without.
However, the authors say, “While community as a customer support service is a desirable and good goal, it ignores the marketing potential of brand communities.”
In addition, the marketing benefits that communities bring to businesses are presented as follows.
① Differentiate your brand.
② Maintain relevance to customers’ daily lives.
③ Rapid collection and transmission of information is possible in the market.
④ It instills brand trust.
⑤ Increases brand loyalty.
⑥ Create an emotional bond between the brand and customers.
⑦ We help develop products by co-creating ideas with customers.
⑧ It is possible to form special connections.
⑨ Special cultural moments can be utilized for marketing.
⑩ Collected customer data can be utilized.
⑪ Generate revenue through a paid membership model.
⑫ It can be used as a talent pool for recruiting employees.
Among these, ⑩ customer data collection and ⑪ paid membership model can quantify the results, but the remaining items cannot calculate quantitative effects.
Herein lies the biggest challenge of community marketing.
It is difficult to clearly determine how much the brand community has grown in membership, how much the community has increased the brand's credibility, and what the correlation is between the community and product sales.
They just assume that if customers love your product and become organic advocates who promote it, they will sell more stuff.
You can't quantify the exact figures, but you can get a feel for the value.
Representative examples include sports drink Gatorade and clothing brand Lululemon, which are sold at more than twice the price of competitors' products.
From brand community design to operation and new community trends
All About Community Marketing
So how should we build a community? Fundamentally, if a company or business attempts to artificially create a community, it's likely to fail.
This is because excessive involvement in the promotion or sales of one's own brand or product can cause resentment among members.
That is why the author says that it is important to first establish a 'sense of purpose' that both the company and community members can relate to.
This sense of purpose will bring like-minded people together, and the more clearly a community has a sense of purpose, the faster it will grow.
However, it is important to keep in mind that product sales cannot be the purpose of a community.
"Community Marketing" provides detailed information on everything about community marketing, from how companies design communities to how to attract and manage members, and how to measure performance.
In addition, we will introduce new community trends, including communities utilizing new technologies such as the metaverse and NTF, and "digital campfires" that pursue more personal relationships in online spaces.
“The most effective strategy for breaking through the era of lost corporate marketing messages is to leverage the marketer, the consumer.
And at the heart of that strategy is community.”
This book will serve as a helpful guide for marketers, brand planners, and corporate CEOs alike, providing guidance on the path forward at this crucial juncture in marketing.
GOODS SPECIFICS
- Date of issue: January 10, 2024
- Page count, weight, size: 276 pages | 502g | 152*225*17mm
- ISBN13: 9788970417844
- ISBN10: 8970417842
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