WIKIBRANDS: REINVENTING YOUR COMPANY IN CUSTOMER-DRIVEN MARKETPLACE MOFFITT S. TAPSCOTT D. DOVER M. Księgarnia

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.

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 net

Chapter 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 Caf?, 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

336 pages, Hardcover

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.