WIKIBRANDS: Reinventing Your Company in a Customer-Driven Marketplace
Reinventing Your Company in a Customer-Driven Marketplace
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- $24.99
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- $24.99
Publisher Description
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
PUBLISHERS WEEKLY
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.
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