{"product_id":"the-business-of-belonging-isbn-9781119766124","title":"The Business of Belonging","description":"\u003cp\u003e\u003cb\u003e\"A tactical primer for any business embarking on the critical work of actively building community.\"—Seth Godin, Author, \u003ci\u003eThis is Marketing\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\"This book perfectly marries the psychology of communities, with the hard-earned secrets of someone who's done the real work over many years. David Spinks is the master of this craft.\"—Nir Eyal, bestselling author of \u003ci\u003eHooked\u003c\/i\u003e and \u003ci\u003eIndistractable\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe rise of the internet has brought with it an inexorable, almost shockingly persistent drive toward community. From the first social networks to the GameStop trading revolution, engaged communities have shown the ability to transform industries. Businesses need to harness that power. As business community expert David Spinks shows in \u003ci\u003eThe Business of Belonging: How to Make Community your Competitive Advantage\u003c\/i\u003e, the successful brands of tomorrow will be those that create authentic connection, giving customers a sense of real belonging and unlocking unprecedented scale as a result. \u003cbr\u003e\u003cbr\u003eIn his career of over 10 years in the business of building community, Spinks has learned what a winning community strategy looks like. From the fundamental concepts—including how community drives measurable business value and what the appropriate metrics are—to high-level community design and practical engagement techniques,\u003ci\u003e The Business of Belonging\u003c\/i\u003e is an epic journey into the world of community building.\u003c\/p\u003e \u003cp\u003eThis book is for decision makers who want to better understand the value and opportunity of community, and for community professionals who want to level up their strategy. Featuring a foreword by Startup Grind and Bevy cofounder Derek Andersen, it will give you a step-by-step model for strategically planning, creating, facilitating, and measuring communities that drive business growth. Attracting and retaining community members who are also loyal customers, brand evangelists, and leaders—that’s the goal for today’s connected businesses, and this book is the map to getting there.\u003c\/p\u003e \u003cp\u003eForeword ix\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction xiii\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBecoming a Community Professional xv\u003c\/p\u003e \u003cp\u003eBuilding the Community Industry xvi\u003c\/p\u003e \u003cp\u003eThe Community Era Has Arrived xviii\u003c\/p\u003e \u003cp\u003eNotes xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Why Community is the New Competitive Advantage 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Customer Community is Born 1\u003c\/p\u003e \u003cp\u003eThe Rise of Community-Driven Business 3\u003c\/p\u003e \u003cp\u003eGiving Customers a True Sense of Community 6\u003c\/p\u003e \u003cp\u003eThe Unrivaled Scalability of Community 8\u003c\/p\u003e \u003cp\u003eCommunity is an Extension of Your Team 10\u003c\/p\u003e \u003cp\u003eThe Power of Owning a Topic in People’s Minds 12\u003c\/p\u003e \u003cp\u003eThe One Thing They Can’t Copy 13\u003c\/p\u003e \u003cp\u003eGood for Business, Good for Humanity 14\u003c\/p\u003e \u003cp\u003eNotes 17\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 The Fundamentals of Community Strategy 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Three Levels of Community Strategy 19\u003c\/p\u003e \u003cp\u003eThe SPACES Model: The Six Business Outcomes of Community 22\u003c\/p\u003e \u003cp\u003eMetrics and the Attribution Challenge 35\u003c\/p\u003e \u003cp\u003eFinding Your Community Focus 36\u003c\/p\u003e \u003cp\u003eGrowth Engines vs. Cost Centers 39\u003c\/p\u003e \u003cp\u003eChoosing a Measurement Framework 42\u003c\/p\u003e \u003cp\u003eThe Community Investment Journey 45\u003c\/p\u003e \u003cp\u003eNotes 53\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Creating a Social Identity 55\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Social Identity Cycle 55\u003c\/p\u003e \u003cp\u003eWho is Your Community Built For? 60\u003c\/p\u003e \u003cp\u003eWho Doesn’t Belong? 63\u003c\/p\u003e \u003cp\u003eInvesting in Diversity, Equity, and Inclusion from Day One 65\u003c\/p\u003e \u003cp\u003eWhat is Your Community’s Personality? 68\u003c\/p\u003e \u003cp\u003eHow Can You Make Your Members Feel “Cool”? 70\u003c\/p\u003e \u003cp\u003eShould Your Community Have a Unique\u003c\/p\u003e \u003cp\u003eIdentity from Your Company Brand? 72\u003c\/p\u003e \u003cp\u003eFinding Sub-Identities within Your Community 74\u003c\/p\u003e \u003cp\u003eDefining Identity by Levels of Contribution 76\u003c\/p\u003e \u003cp\u003eNotes 78\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Mapping the Community Participation Journey 79\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Commitment Curve 79\u003c\/p\u003e \u003cp\u003eThe Four Levels of Participation 81\u003c\/p\u003e \u003cp\u003eHow to Attract Members to Your Community 86\u003c\/p\u003e \u003cp\u003eCreating Intentional Barriers to Entry 89\u003c\/p\u003e \u003cp\u003eDesigning a Compelling Onboarding Experience 90\u003c\/p\u003e \u003cp\u003eHow to Move Members Up the Commitment Curve 92\u003c\/p\u003e \u003cp\u003eActivating Successful Community Leaders 94\u003c\/p\u003e \u003cp\u003eNotes 96\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Validation, Rewards, and Incentives 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating Habits with Rewards 97\u003c\/p\u003e \u003cp\u003eExtrinsic vs. Intrinsic Motivations 99\u003c\/p\u003e \u003cp\u003eAvoid Replacing Social Norms with Market Norms 101\u003c\/p\u003e \u003cp\u003eSNAP! A Framework for Effective Extrinsic Rewards 102\u003c\/p\u003e \u003cp\u003eThe Thing about Gamification 105\u003c\/p\u003e \u003cp\u003eCome for the Utility, Stay for the Unity 107\u003c\/p\u003e \u003cp\u003eMeasuring Community Health and Engagement Using the Social Identity Cycle 108\u003c\/p\u003e \u003cp\u003eNotes 114\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Designing Community Spaces and Experiences 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Two Kinds of Community Experiences 115\u003c\/p\u003e \u003cp\u003eRepetition, Repetition, Repetition 117\u003c\/p\u003e \u003cp\u003eThe 7Ps of Community Experience Design 120\u003c\/p\u003e \u003cp\u003eCurating the Right People for the Right Purpose 123\u003c\/p\u003e \u003cp\u003eAligning Size with Purpose 124\u003c\/p\u003e \u003cp\u003eChoosing Community Software Platforms 126\u003c\/p\u003e \u003cp\u003eShould You Host Your Community on a Free Social Network? 129\u003c\/p\u003e \u003cp\u003eDesigning Spaces That Make People Feel Seen 130\u003c\/p\u003e \u003cp\u003eStarting with a BANG! 131\u003c\/p\u003e \u003cp\u003eCreating Peak Moments 133\u003c\/p\u003e \u003cp\u003eFacilitating Small-Group Discussions 135\u003c\/p\u003e \u003cp\u003eTell Your Members How to Participate 138\u003c\/p\u003e \u003cp\u003eHow to Get Members to Be Open and Vulnerable 140\u003c\/p\u003e \u003cp\u003eKeep Your Rules Short and Simple to Start 143\u003c\/p\u003e \u003cp\u003eMy Three Go-To Community Rules 145\u003c\/p\u003e \u003cp\u003eUsing Metrics to Optimize Community Spaces and Experiences 148\u003c\/p\u003e \u003cp\u003eNotes 151\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Activating Community Engagement 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEngagement is a Constant Experiment 153\u003c\/p\u003e \u003cp\u003ePersonal Invitations and “Doing Things That Don’t Scale” 154\u003c\/p\u003e \u003cp\u003eAsk for Permission 157\u003c\/p\u003e \u003cp\u003eDon’t Fear the Crickets 158\u003c\/p\u003e \u003cp\u003eTalk Funny 160\u003c\/p\u003e \u003cp\u003eHow to Spark Great Debates 162\u003c\/p\u003e \u003cp\u003eModeration is Never Personal 164\u003c\/p\u003e \u003cp\u003eDefault to Transparency and Admit Your Mistakes 166\u003c\/p\u003e \u003cp\u003eUse Your Authentic Voice 167\u003c\/p\u003e \u003cp\u003eKeep Your Energy High and Positive 169\u003c\/p\u003e \u003cp\u003eGo Forth and Build Community! 173\u003c\/p\u003e \u003cp\u003eBibliography 175\u003c\/p\u003e \u003cp\u003eAbout the Author 177\u003c\/p\u003e \u003cp\u003eAcknowledgments 179\u003c\/p\u003e \u003cp\u003eIndex 181\u003c\/p\u003e \u003cp\u003e\u003cb\u003eDavid Spinks\u003c\/b\u003e is Cofounder of CMX, a 20,000 member organization dedicated to helping community professionals thrive. David is also the VP of Community at Bevy, an enterprise software platform that powers event-driven community programs and virtual conferences, following its acquisition of CMX in 2019. David has personally advised and trained hundreds of organizations in community strategy, including Facebook, Waze, Salesforce, Airbnb, and Google.\u003c\/p\u003e The rise of the internet has brought with it an inexorable, almost shockingly persistent drive toward community. From the first social networks to the connected world of today, the need for and value of community have emerged as unavoidable realities. The business world is keeping up, sort of. As business community expert David Spinks shows in \u003ci\u003eThe Business of Belonging\u003c\/i\u003e, the successful brands of tomorrow will be those that create authentic connection, giving customers a sense of real belonging and unlocking unprecendented scale as a result.\u003cbr\u003e\u003cbr\u003eSo how do we achieve this lofty communitarian goal? Nowhere is the path made clearer than in this book. In his career of over 10 years in the business of building community, Spinks has learned what a winning community strategy looks like. From the fundamental concepts―including how community drives measurable business value, and what the appropriate metrics are―to high-level community design to practical engagement techniques, \u003ci\u003eThe Business of Belonging\u003c\/i\u003e is an epic journey into the world of community building.\u003cbr\u003e\u003cbr\u003eThis book is for decision makers who want to better understand the value and opportunity of community, and for community professionals who want to level up their strategy. This book will give you a step-by-step model for strategically planning, creating, facilitating, and measuring communities that drive business growth. Attracting and retaining community members who are also loyal customers, brand evangelists, and leaders―that's the goal for today's connected businesses, and this book is the map to getting there. PRAISE FOR \u003cb\u003eTHE BUSINESS OF BELONGING\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\"A tactical primer for any business embarking on the critical work of actively building community.\"\u003cbr\u003e\u003cb\u003e\u003cb\u003e―\u003c\/b\u003eSETH GODIN, Author of \u003ci\u003eThis is Marketing\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\"This book perfectly marries the psychology of communities, with the hard-earned secrets of someone who's done the real work over many years. David Spinks is the master of this craft.\"\u003cbr\u003e\u003cb\u003e\u003cb\u003e―\u003c\/b\u003eNIR EYAL, bestselling author of \u003ci\u003eHooked\u003c\/i\u003e and \u003ci\u003eIndistractable\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\"Every business needs to make building engaged communities their number one priority. This is the book that will help you get it done.\"\u003cbr\u003e\u003cb\u003e\u003cb\u003e―\u003c\/b\u003eERICA KUHL, Former VP of Community, Salesforce\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\"I can't think of anyone more qualified to write a book about community than David. His passion for the subject, combined with his hands-on experience across many different types of community, have given him unique perspectives and insights. This will become the go-to handbook for building and running community.\"\u003cbr\u003e\u003cb\u003e\u003cb\u003e―\u003c\/b\u003eDOUGLAS ATKIN, Former Global Head of Community for Airbnb and author of \u003ci\u003eThe Culting of Brands\u003c\/i\u003e\u003c\/b\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990179397861,"sku":"NP9781119766124","price":30.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119766124.jpg?v=1761786809","url":"https:\/\/k12savings.com\/es\/products\/the-business-of-belonging-isbn-9781119766124","provider":"K12savings","version":"1.0","type":"link"}