Wikibrands : reinventing your company in a customer-driven marketplace
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. --from publisher description
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New York :
McGraw-Hill Professional
2011
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Table of Contents:
- 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.