WIKIBRANDS: Reinventing Your Company in a Customer-Driven Marketplace : Reinventing Your Company in a Customer-Driven Marketplace

REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE FOREWORD BY DON TAPSCOTT, Bestselling author of Wikinomics "A must-read for business leaders, managers, and just about anyone who wants to recognize and tap into the incredible creative energy of customers and stakeholders." -- Richard Florida, bestselling author of The Rise of the Creative Class "Marketers should follow the course laid out by Sean Moffitt and Mike Dover, which leads us into a new brand future of pull, not push, and of conversation, not control." -- B. Josep h Pine II, bestselling author, The Experience Economy "Thoughtful, innovative, and most of all practical. If your organization wants to deploy technology to build better client relationships, Wikibrands will show you how." -- Keith Ferrazzi, bestselling author, Never Eat Alone "Your brand can share control to create value. With the changing role of consumers, every brand is a lie, not a promise. But Wikibrands offers marketers a rich understanding of how social media can drive engagement for brands that make them true." -- Ross Mayfield , Chairman, President, and co-founder, Socialtext "A must-read for the hungry marketer!” -- Julie Roehm, Backslash Meta, LLC "The path forward presented in Wikibrands is brightly illuminated, helping change the landscape in an area ready for consumer-driven, open innovation." -- David Smith, Global Managing Director, Accenture, and Co-Author of Workforce of One : Revolutionizing Talent Management Through Customization “"A behind-the-curtain look at how you should be engaging your customer directly in the branding process. Ignore this important book at your own peril." -- Saul Kaplan, Founder and Chief Catalyst, Business Innovation Factory What is a Wikibrand? It's the next generation of business building that taps into the true power of social networks, brand connections, and customer participation to build real value. It's a status update on Facebook, a rave on Twitter, a review on YouTube, and so much more. It's the herald of a new golden age in customer freedom and individualized customer service. It's the future of business--and this book is your wake-up call, strategy guide, and road map to what's ahead. In Wikibrands, acclaimed media marketing experts 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. Built on continuing research from Don Tapscott's trailblazing $10 million research project, which formed the basis of bestselling books such as Wikinomics and Grown Up Digital, this book delivers hundreds of the best examples from today's most successful businesses. You'll learn how to: ENGAGE THE CUSTOMER through social influence, word of mouth, and user-generated content CREATE AN EXPERIENCE affected by customer-driven ratings, reviews, and online culture BUILD A COMMUNITY through microblogging, prosumerism, and crowdsourcing MAKE A CONNECTION that is truly authentic, collaborative, and value enhancing Whether you work with an established business and are looking to make it relevant to today's "wikiconsumers" or are launching a start-up from scratch, Wikibrands offers countless creative ideas for defining and reaching out to your target audience. You'll find refreshing new ways and a FLIRT model to help you open up an honest dialogue with your customers, attract a ready-made fan base through shared interests, and even work with other businesses toward a mutually rewarding goal. These are the latest tricks of the trade, used by hot brand names such as Mozilla Firefox, lululemon, and Zappos; industry giants Starbucks, Dell, and Harley-Davidson; and other less well-known organizations. This is how you turn merely buzzworthy brands into full-fledged wikibrands. Sean Moffitt is President of Agent Wildfire Strategy & Communications, a leading social influence, word-of-mouth, and customer engagement firm. An internationally known speaker and Web expert, he has reinvented brands as a client and partner for Molson, Guinness, Procter & Gamble, and numerous Fortune 500 companies and start-ups. Mike Dover is Managing Partner of Socialstruct Advisory Group. As Vice President, Research Operations, for New Paradigm (formerly nGenera Insight), he oversaw the research programs for the bestselling books Wikinomics and Grown Up Digital. He also has provided review support for more than a dozen other books. Continue the reinvention of your business at wiki -brands .com

REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE

FOREWORD BY DON TAPSCOTT, Bestselling author of Wikinomics

"A must-read for business leaders, managers, and just about anyone who wants to recognize and tap into the incredible creative energy of customers and stakeholders." — Richard Florida, bestselling author of The Rise of the Creative Class

"Marketers should follow the course laid out by Sean Moffitt and Mike Dover, which leads us into a new brand future of pull, not push, and of conversation, not control." — B. Josep h Pine II, bestselling author, The Experience Economy

"Thoughtful, innovative, and most of all practical. If your organization wants to deploy technology to build better client relationships, Wikibrands will show you how." — Keith Ferrazzi, bestselling author, Never Eat Alone

"Your brand can share control to create value. With the changing role of consumers, every brand is a lie, not a promise. But Wikibrands offers marketers a rich understanding of how social media can drive engagement for brands that make them true." — Ross Mayfield , Chairman, President, and co-founder, Socialtext

"A must-read for the hungry marketer!” — Julie Roehm, Backslash Meta, LLC

"The path forward presented in Wikibrands is brightly illuminated, helping change the landscape in an area ready for consumer-driven, open innovation." — David Smith, Global Managing Director, Accenture, and Co-Author of

Workforce of One : Revolutionizing Talent Management Through Customization

“"A behind-the-curtain look at how you should be engaging your customer directly in the branding process. Ignore this important book at your own peril." — Saul Kaplan, Founder and Chief Catalyst, Business Innovation Factory

What is a Wikibrand?

It's the next generation of business building that

taps into the true power of social networks, brand

connections, and customer participation to build real value. It's a status update on Facebook, a rave on Twitter, a review on YouTube, and so much more. It's the herald of a new golden age in customer freedom and individualized customer service.

It's the future of business—and this book is your wake-up call, strategy guide, and road map to what's ahead.

In Wikibrands, acclaimed media marketing experts 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.

Built on continuing research from Don Tapscott's trailblazing $10 million research project, which formed

the basis of bestselling books such as Wikinomics and Grown Up Digital, this book delivers hundreds of the best examples from today's most successful businesses. You'll learn how to:

• ENGAGE THE CUSTOMER through social influence, word of mouth, and user-generated content
• CREATE AN EXPERIENCE affected by customer-driven ratings, reviews, and online culture
• BUILD A COMMUNITY through microblogging, prosumerism,

  and crowdsourcing

• MAKE A CONNECTION that is truly authentic, collaborative, and value enhancing

Whether you work with an established business and are looking to make it relevant to today's "wikiconsumers" or are launching a start-up from scratch, Wikibrands offers countless creative ideas for defining and reaching out to your target audience.

You'll find refreshing new ways and a FLIRT model to help you open up an honest dialogue with your customers, attract a ready-made fan base through shared interests, and even work with other businesses toward a mutually rewarding goal. These are the latest tricks of the trade, used by hot brand names such as Mozilla Firefox, lululemon,

and Zappos; industry giants Starbucks, Dell, and Harley-Davidson; and other less well-known organizations.

This is how you turn merely buzzworthy brands into full-fledged wikibrands. Sean Moffitt is President of Agent Wildfire Strategy & Communications, a leading social influence, word-of-mouth, and customer engagement firm.

An internationally known speaker and Web expert, he has reinvented brands as a client and partner for Molson, Guinness, Procter & Gamble, and numerous Fortune 500 companies and start-ups.

Mike Dover is Managing Partner of Socialstruct

Advisory Group. As Vice President, Research

Operations, for New Paradigm (formerly nGenera

Insight), he oversaw the research programs for the

bestselling books Wikinomics and Grown Up Digital.

He also has provided review support for more than

a dozen other books.

Continue the reinvention of your business at

wiki -brands .com

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. (Dec.)

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 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."--Résumé de l'éditeur