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WIKIBRANDS: Reinventing Your Company in a Customer-Driven Marketplace

Reinventing Your Company in a Customer-Driven Marketplace

WIKIBRANDS: Reinventing Your Company in a Customer-Driven Marketplace by Sean Moffitt
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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
McGraw-Hill Education; December 2010
336 pages; ISBN 9780071752350
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Title: WIKIBRANDS: Reinventing Your Company in a Customer-Driven Marketplace
Author: Sean Moffitt; Mike Dover; Don Tapscott
 
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