By Sean Moffitt
REINVENTING your organization IN A CUSTOMER-DRIVEN market FOREWORD through DON TAPSCOTT, Bestselling writer of Wikinomics "A must-read for enterprise leaders, managers, and with reference to someone who desires to realize and faucet into the outstanding artistic power of shoppers and stakeholders." -- Richard Florida, bestselling writer of the increase of the inventive classification "Marketers should still keep on with the path laid out through Sean Moffitt and Mike Dover, which leads us right into a new model way forward for pull, no longer push, and of dialog, now not control." -- B. Josep h Pine II, bestselling writer, The adventure economic system "Thoughtful, leading edge, and so much of all sensible. in case your association desires to install know-how to construct greater shopper relationships, Wikibrands will express you how." -- Keith Ferrazzi, bestselling writer, by no means consume on my own "Your model can percentage keep watch over to create worth. With the altering function of shoppers, each model is a lie, no longer a promise. yet Wikibrands deals dealers a wealthy realizing of ways social media can force engagement for manufacturers that lead them to true." -- Ross Mayfield , Chairman, President, and co-founder, Socialtext "A must-read for the hungry marketer!” -- Julie Roehm, Backslash Meta, LLC "The course ahead offered in Wikibrands is brightly illuminated, supporting swap the panorama in a space prepared for consumer-driven, open innovation." -- David Smith, worldwide handling Director, Accenture, and Co-Author of staff of 1 : Revolutionizing expertise administration via Customization “"A behind-the-curtain examine the way you may be attractive your buyer at once within the branding strategy. forget about this crucial booklet at your personal peril." -- Saul Kaplan, Founder and leader Catalyst, enterprise Innovation manufacturing unit what's a Wikibrand? it is the subsequent new release of industrial construction that faucets into the genuine strength of social networks, model connections, and patron participation to construct actual worth. it is a prestige replace on fb, a rave on Twitter, a evaluate on YouTube, and much more. it is the usher in of a brand new golden age in buyer freedom and individualized customer support. it is the way forward for business--and this ebook is your warning call, procedure consultant, and street map to what is forward. In Wikibrands, acclaimed media advertising specialists Sean Moffitt and Mike Dover enable you to make the most of the fascinating new versions of commercial and technologies--and enthusiastic on-line communities--one click on at a time. outfitted on carrying on with study from Don Tapscott's trailblazing $10 million study venture, which shaped the root of bestselling books corresponding to Wikinomics and Grown Up electronic, this publication supplies hundreds and hundreds of the easiest examples from cutting-edge so much profitable companies. you will the right way to: interact the client via social impact, note of mouth, and user-generated content material CREATE AN adventure laid low with customer-driven scores, stories, and on-line tradition construct A neighborhood via microblogging, prosumerism, and crowdsourcing MAKE A CONNECTION that's actually actual, collaborative, and cost bettering even if you're employed with a longtime enterprise and want to make it suitable to brand new "wikiconsumers" or are launching a start-up from scratch, Wikibrands bargains numerous artistic principles for outlining and attaining out for your target market. you can find clean new methods and a FLIRT version that will help you open up a good discussion along with your buyers, allure a ready-made fan base via shared pursuits, or even paintings with different companies towards a together profitable aim. those are the newest tips of the alternate, utilized by sizzling model names reminiscent of Mozilla Firefox, lululemon, and Zappos; giants Starbucks, Dell, and Harley-Davidson; and different much less famous businesses. this is often the way you flip in basic terms buzzworthy manufacturers into full-fledged wikibrands. Sean Moffitt is President of Agent Wildfire method & Communications, a number one social impression, word-of-mouth, and shopper engagement enterprise. An across the world recognized speaker and net specialist, he has reinvented manufacturers as a shopper and accomplice for Molson, Guinness, Procter & Gamble, and diverse Fortune 500 businesses and start-ups. Mike Dover is handling associate of Socialstruct Advisory crew. As vp, examine Operations, for brand spanking new Paradigm (formerly nGenera Insight), he oversaw the examine courses for the bestselling books Wikinomics and Grown Up electronic. He additionally has supplied evaluate aid for greater than a dozen different books. proceed the reinvention of your small business at wiki -brands .com
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Additional info for WIKIBRANDS: Reinventing Your Company in a Customer-Driven Marketplace
Evidence? com site. And this isn’t a case of selecting the front-runner to overstate a point. 22 In Bowling Alone, Robert Putnam points to the collapse of the American community and the void of social capital that now exists: 23 ▷ The average person lives in fourteen homes during his or her lifetime. We do not put down roots in our neighborhood/city. ▷ We spend a third less time on family dinners. We have become disconnected from family rituals. ▷ The average person will have ten to fourteen jobs before the age of thirty-eight.
74% strongly/somewhat agree) Businesses need to stop “spinning the media” and “producing hype,” and start providing genuine product facts and stories that are easily searchable. Authenticity: Corporate integrity and openness are at a premium. ” (73% strongly/ somewhat agree) Businesses need to encourage and embrace authenticity and transparency about their motives, operations, products, and marketing. Collaboration: Customers are hardwired for group work and co-creation. • Only 10% wouldn’t be willing to collaborate on products they’re interested in.
Com world with the era of brands: A New Brand World by Scott Bedbury (2003), The Fall of Advertising and the Rise of PR by Al and Laura Ries (2004), and Lovemarks by Kevin Roberts and A. G. Lafley (2005). All of these books were foundational works that influenced the paradigm through which we see wikibrands. The magazines were great (and much thicker than they are now). 0—we loved them all and collected them with the enthusiasm of kids collecting baseball and hockey cards, storing away their prescient insights for future application.