Ebook Download , by Robbie Kellman Baxter
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, by Robbie Kellman Baxter
Ebook Download , by Robbie Kellman Baxter
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Product details
File Size: 7258 KB
Print Length: 273 pages
Page Numbers Source ISBN: 0071839321
Publisher: McGraw-Hill Education; 1 edition (March 20, 2015)
Publication Date: February 19, 2015
Sold by: Amazon Digital Services LLC
Language: English
ASIN: B00TTAL78Q
Text-to-Speech:
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Amazon Best Sellers Rank:
#213,060 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
I'm the VP Marketing for a tech company, and I think this book is a must read for any exec (tech or non-tech). Here's why.Whenever someone first buys from a company, they are a new customer. But no business can be sustained on new customers alone. All businesses rely on REPEAT CUSTOMERS. (Duh.) The key to getting more repeat customers is to STOP treating them like customers and START treating them like MEMBERS.This is the book that can help you (and your entire business) make the transition from being customer-centric to being member-centric. Read this book and learn:- What the difference is between a membership and a monthly subscription (hint: they're not the same, because "Membership is an attitude, an emotion.")- How to (re)organize to be member-centric -- "The Membership Economy is more than a marketing strategy. It's about the whole organization being built around the ongoing customer relationship."- Why ongoing tinkering with membership benefits is absolutely critical- How to streamline your member acquisition funnel- What a super user is, and why they're important for other members- When "free" does and doesn't make sense- Technology to help your organization to be more member-centric- And much, much more.This book is a quick read. It's well written and full of tons of practical advice and real-life case studies. Whether you are VP Marketing in a large company, a sole proprietor of a local business, or the head of a non-profit or association, this book is a must read. This book (and author) is pure marketing genius and is likely to spawn a whole new generation of marketing.
This book contains many important ideas about how people interact with organizations. While people's loyalty and evangelism about organizations that share their values is not new, the rise of the internet has created many mechanisms that facilitate membership in communities and organizations in new and profound ways.Whether for-profit or non-profit, organizations that grasp the importance of building strong communities and relationships with their members benefit in a multitude of ways. This book explores this idea in the modern world by examining different types of membership organizations--from digital subscriptions, online communities and social networks, loyalty programs, traditional membership companies, small businesses, non-profits, professional societies and trade associations.In the book, Robbie Kellman Baxter examines several of these organizations and how they have used the concept of membership to engage. As the author is from Silicon Valley, many of the examples that she discusses are from technology companies. However, tech companies are where a lot of the concepts of membership are being applied in new ways so that is not that surprising. Along with citing the examples, Baxter discusses ways in which organizations can learn from their example and implement these ideas.All in all, this is a comprehensive and detailed treatment of membership and community in organizations. If you're interested in ways that you can implement these important ideas into your organization (and you should be), definitely give it a thorough read.
I just finished reading "The Membership Economy" and would highly recommend it to anyone interested in starting a subscription/membership business or for anyone who already has a subscription/membership business and wants to grow it.The insights provided by Robbie Kellman Baxter about successful subscription / membership businesses and how to apply the principles, that have worked for them, to your business are extremely helpful.
Some books are about trends that are taking place in a particular sector. This book is about a much more fundamental shift. The fact that the title includes the word "economy" is very appropriate. We are experiencing a shift in the economy due to many factors as so well described in this book.The Membership Economy has certainly impacted my own thinking about how people's behavior is affecting how goods and services are bought, sold and shared. Leaders need to think differently about their companies as a result of this changing behavior. Functional areas in a company have very different roles in a membership economy vs. an ownership economy. This is a fundamental difference. In fact, it is a cultural shift.The book is filled with strategic advice and practical guides that can benefit any business today.
This is such a fascinating read! I very seldom leave book reviews, but I feel this book merits one. It is an extremely applicable and useful guide, as what is termed as "the membership economy" begins to transcend all sectors of the economy (from non-profit, to fitness, music, tech, and more). I highlighted and took so many notes while reading this book that I felt I had to go back to 5th grade and relearn how to efficaciously highlight–yet, so much content seemed important to retain and worth revisiting. You may have not even noticed the power this phenomenon leverages; yet I guarantee this book will open your eyes to many ways in which this skill is implemented, and hopefully allow you to adopt some of its advice.
Great overview for membership sites - a bit more broad than I was expecting - as I'm an information marketer working on building up an online membership site- this book covered membership sites from Airbnb to decade old non-profits. It does excite me that membership sites I am learning as an internet marketer can also be applied to massive tech startups - so these skills are transferable and desirable for all marketers of the future. Glad I heard her on the Chris Ducker podcast which inspired me to invest in this book.
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