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. It features a foreword by Don Tapscott, author of "Wikinomics", "Digital Capital", and "Grown Up Digital". It is supported by an online toolkit including a Wikibrand Hall of Fame, videoblog, and Wikibrand guidebook. It 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. "WikiBrands" covers such topics as: The Six Benefits of Wiki Brand Advocacy; Measurement and Metrics; Community Management; The B-to-B Wiki Brand; The Personal Wiki Brand; and, 25 Things to Know in 25 Minutes.

Table of Contents

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 Cafe, 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

About the Author

Sean Moffitt is President, Agent Wildfire Strategy & Communications Inc., a leading social influence, word of mouth and customer engagement firm. He is also an internationally respected and connected web expert and sought-after speaker, lecturing to corporations, associations and universities throughout the world on cultural trends and the reinvention of marketing and business. With one foot in traditional business and another in new digital worlds, he has led the efforts behind established brands Molson, Guinness and Procter & Gamble and now partners with many Fortune 500s and startups as an evangelist for web-enabled customer engagement and collaboration in business. Mike Dover is the Managing Partner of Socialstruct Advisory Group. As Vice President, Research Operations for New Paradigm (later nGenera Insight), he oversaw the research programs underlying Wikinomics: How Mass Collaboration Changes Everything and Grown Up Digital: How The Net Generation is Changing the World. He also provided review support for more than a dozen other books including Authenticity: What Customers Really Want by Joe Pine and James Gilmore and DIY U Edupunks, Edupreneurs, and the Coming Transformation of Higher Education by Anya Kamenetz.