Wikibrands : reinventing your company in a customer-driven marketplace /
Sean Moffitt and Mike Dover.
- New York : Mc Graw-Hill, c2011.
- xv, 318 pages : Illustrations ; 23 cm.
Includes references and index.
The birth of wikibrands: from ownership, trust, want, preference, love, and now participation a 150-year fascination The Wikibrand rallying cry: the new "mad men" A wikibrand road map: taking the high road and avoiding the potholes of a collaborative brand path The six benefits of wikibrands: marketing doesn't fit in tiny boxes anymore A wikibrand culture: changing your mind-set about the brand customer Focus: if I don't know where you're going, I don't want you getting there fast Language and content : business gets humanized and presses the "awesome" button Incentives, motivations, and outreach: brand fans do it for themselves, not for you Rules, guidelines and rituals: this is how we do things, and that's ok Tools and platforms: if you build it, they may come Community development: the life stages of a wikibrand community Internalizing community and channeling Tom Sawyer: the graying line between employee and enthusiast champions Community management: how to build a brand garden, not a ghost town Measurement and metrics: the imperfect science of monitoring wikibrand performance The personal wikibrand: your brand is what they say about you when you're not in the room The future: brand participation comes alive in the company Reference guide: wikibrands extended.
Sean Moffitt and Mike Dover show you how to take advantage of the exciting new models of business and technologies--and enthusiastic online communities--one click at a time. publisher description