WIKIBRANDS: Reinventing Your Company in a Customer-Driven Marketplace / Edition 1

by Don Tapscott, Sean Moffitt, Mike Dover

Overview

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

Product Details

ISBN-13:	9780071749275
Publisher:	McGraw Hill LLC
Publication date:	12/08/2010
Edition description:	List
Pages:	336
Product dimensions:	9.42(w) x 11.26(h) x 1.15(d)

About the Author

Don Tapscott is an internationally renowned speaker and the bestselling author of The Digital Economy and co-author of Blueprint to the digital Economy, Paradigm Shift, and Who Knows. He is chairman of the Alliance for converging Technologies which represents the collaborative effort of ca. 40 of the world's leading technology, manufacturing, and retail organizations. He is also the president of the New Paradigm Learning Corporation.

Sean Moffitt is President, Agent Wildfire Strategy & Communications Inc., a leading social influence, word of mouth and customer engagement firm. He is also an internationally respected and connected web expert and sought-after speaker, lecturing to corporations, associations and universities throughout the world on cultural trends and the reinvention of marketing and business. With one foot in traditional business and another in new digital worlds, he has led the efforts behind established brands Molson, Guinness and Procter & Gamble and now partners with many Fortune 500s and startups as an evangelist for web-enabled customer engagement and collaboration in business.

Mike Dover is the Managing Partner of Socialstruct Advisory Group. As Vice President, Research Operations for New Paradigm (later nGenera Insight), he oversaw the research programs underlying Wikinomics: How Mass Collaboration Changes Everything and Grown Up Digital: How The Net Generation is Changing the World. He also provided review support for more than a dozen other books including Authenticity: What Customers Really Want by Joe Pine and James Gilmore and DIY U Edupunks, Edupreneurs, and the Coming Transformation of Higher Education by Anya Kamenetz.

Table of Contents

Foreword by Don Tapscott; Preface; Acknowledgments; Background; Chapter 1. The Birth of Wikibrands; Chapter 2. The Wikibrand Rallying Cry: The New "Mad Men" of 2010; Chapter 3. The Six Benefits of Wikibrands Brand Advocacy: The Power of Buzz, Word-of-Mouth, Referral and Evangelism; Chapter 4. FLIRT: Focus – If I don't know where you’re going, I don’t want you getting there fast; Chapter 5. FLIRT: Language and Outreach – I don't care what you're saying, if I don't like how and where you are saying it; Chapter 6. FLIRT: Incentives and Motivations – Brand fans do it because of what they want, not what you want; Chapter 7 – FLIRT – Rules – When you jump, make sure you have a safety netChapter 8. FLIRT: Tools and Platform – If you build it, they may come; Chapter 9. Measurement and Metrics: Those who can measure will lead; Chapter 10. Internalizing the Benefits: It's pointless unless you are changed; Chapter 11. Life Stage Planning; Chapter 12. Community Management: Building a Café, Not a Ghost Town; Chapter 13. The B-to-B Wiki Brand: Putting Some Stock in our Relationship; Chapter 14. The Personal Wiki Brand: The Era of the Grassroots A and B-Listers; Chapter 15. The Future: Sticking our Neck Out, Some Predictions; Chapter 16. Reference Guide: 25 Things to Know in 25 Minutes

Editorial Reviews

Moffitt, president of a communications company, and Dover, founding principal partner of New Paradigm, an IT strategy think tank, point to wiki brands--organizations, products, and services that maximize social collaboration to drive business value--as a catalyst for a major shift in brand management. Highlighting such companies as Dell; Threadless, a community-based apparel design company; and MOO, a London-based online stationary company, Moffitt and Dover show how active customer participation can get brands noticed and endorsed through the customer grapevine. They provide an excellent exploration of brand communities, what they are, and how to develop them from conception to the management stage. Of particular value to organizations are key metrics and measurement tools that will help determine if efforts are working. A handy reference guide provides succinct summations of key ideas and important questions to consider before developing wiki communities. While capitalizing on social media and customer involvement is not a new idea, there is much specific advice that companies making new forays into this arena will find useful. (Dec.)

Publishers Weekly