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Wikibrands : Reinventing Your Company in a Customer-Driven Marketplace - Sean Moffitt


Reinventing Your Company in a Customer-Driven Marketplace

Hardcover Published: 29th December 2010
ISBN: 9780071749275
Number Of Pages: 336

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Learn how today's hottest, most successful businesses are tapping into social media and other customer-driven tools and technologies to build, expand, or revive their brands

Launched from branding guru Don Tapscott's landmark $10 million research project on the intersection of technology and business models, "WikiBrands" explain what your business needs to do NOW to embrace the power of p-2-p technologies like word-of-mouth, user generated content, social media, microblogging, crowdsourcing, and customer rating systems to engage customers and enlist them in brand building and value-enhancement.

Featuring fascinating case studies of how Microsoft, P&G, Nike, Starbucks, Ford, Best Buy, Zappos, and others, launched, built, expanded, or rebuilt their brands through Wiki-style collaboration with customers, this book is part wake-up call, part action plan-and the "total" blueprint for how you can drive innovation and growth through technology-based immersive customer interaction. Foreword by Don Tapscott, author of "Wikinomics, Digital Capital," and "Grown Up Digital " Supported by an online tookit including a Wikibrand Hall of Fame, videoblog, and Wikibrand guidebook. Shows how companies like Frito-Lay and Dell use Wiki marketing and social media in ways unimaginable just a few years ago to engage and connect with consumers and drive millions of dollars in sales Inside "WikiBrands: "
The Six Benefits of Wiki Brand Advocacy - Measurement and Metrics - Community Management - The B-to-B Wiki Brand - The Personal Wiki Brand - 25 Things to Know in 25 Minutes

Foreword by Don Tapscott
The Birth of Wikibrands
The Wikibrand Rallying Cry: The New "Mad Men" of 2010
The Six Benefits of Wikibrands Brand Advocacy: The Power of Buzz, Word-of-Mouth, Referral and Evangelism
FLIRT: Focus - If I don't know where you're going, I don't want you getting there fast
FLIRT: Language and Outreach - I don't care what you're saying, if I don't like how and where you are saying it
FLIRT: Incentives and Motivations - Brand fans do it because of what they want, not what you want
FLIRT - Rules - When you jump, make sure you have a safety net
FLIRT: Tools and Platform - If you build it, they may come
Measurement and Metrics: Those who can measure will lead
Internalizing the Benefits: It's pointless unless you are changed
Life Stage Planning
Community Management: Building a Caf, Not a Ghost Town
The B-to-B Wiki Brand: Putting Some Stock in our Relationship
The Personal Wiki Brand: The Era of the Grassroots A and B-Listers
The Future: Sticking our Neck Out, Some Predictions
Reference Guide: 25 Things to Know in 25 Minutes
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780071749275
ISBN-10: 0071749276
Series: Business Books
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 336
Published: 29th December 2010
Publisher: McGraw-Hill Education - Europe
Country of Publication: US
Dimensions (cm): 23.6 x 16.0  x 2.1
Weight (kg): 0.65
Edition Number: 1