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WIKIBRANDS: Reinventing Your Company in a Customer-Driven Marketplace
Reinventing Your Company in a Customer-Driven Marketplace
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
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
336 pages; ISBN 9780071752350
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