Wikibrands
Subtitle: reinventing your company in a customer-driven marketplace
By: Sean Moffitt and Mike Dover
Contributors: Dover, Mike
Publisher: McGraw-Hill
Published: 2011
Place of publication: New York
Language: eng
Number of pages: 318
ISBN-13: 9780071749275
Subjects: Product management; Wikis (Computer science); Branding (Marketing); Internet marketing
Description: 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
Notes: Includes bibliographical references (p. 291-308) and index.
Table of contents: title: The birth of wikibrands: from ownership, trust, want, preference, love, and now participation; title: a 150-year fascination; title: The Wikibrand rallying cry: the new "mad men"; title: A wikibrand road map: taking the high road and avoiding the potholes of a collaborative brand path; title: The six benefits of wikibrands: marketing doesn't fit in tiny boxes anymore; title: A wikibrand culture: changing your mind-set about the brand customer; title: Focus: if I don't know where you're going, I don't want you getting there fast; title: Language and content : business gets humanized and presses the "awesome" button; title: Incentives, motivations, and outreach: brand fans do it for themselves, not for you; title: Rules, guidelines and rituals: this is how we do things, and that's ok; title: Tools and platforms: if you build it, they may come; title: Community development: the life stages of a wikibrand community; title: Internalizing community and channeling Tom Sawyer: the graying line between employee and enthusiast champions; title: Community management: how to build a brand garden, not a ghost town; title: Measurement and metrics: the imperfect science of monitoring wikibrand performance; title: The personal wikibrand: your brand is what they say about you when you're not in the room; title: The future: brand participation comes alive in the company; title: Reference guide: wikibrands extended.