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WIKIBRANDS: Reinventing Your Company in a Customer-Driven Marketplace Hardcover


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Product Details

  • Hardcover: 336 pages
  • Publisher: McGraw-Hill; 1 edition (December 8, 2010)
  • Language: English
  • ISBN-10: 0071749276
  • ISBN-13: 978-0071749275
  • Product Dimensions: 9.1 x 6.4 x 1.2 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (19 customer reviews)
  • Amazon Best Sellers Rank: #594,554 in Books (See Top 100 in Books)

Editorial Reviews

From Publishers Weekly

Moffitt, president of a communications company, and Dover, founding principal partner of New Paradigm, an IT strategy think tank, point to wiki brands--organizations, products, and services that maximize social collaboration to drive business value--as a catalyst for a major shift in brand management. Highlighting such companies as Dell; Threadless, a community-based apparel design company; and MOO, a London-based online stationary company, Moffitt and Dover show how active customer participation can get brands noticed and endorsed through the customer grapevine. They provide an excellent exploration of brand communities, what they are, and how to develop them from conception to the management stage. Of particular value to organizations are key metrics and measurement tools that will help determine if efforts are working. A handy reference guide provides succinct summations of key ideas and important questions to consider before developing wiki communities. While capitalizing on social media and customer involvement is not a new idea, there is much specific advice that companies making new forays into this arena will find useful. (Dec.)
(c) Copyright PWxyz, LLC. All rights reserved.

From Booklist

Executives Moffitt and Dover set out to show businesses how to use the power of customer collaboration to drive their brands forward and enhance business value with customers. With the web revolutionizing marketing, changes in brand management should coincide with the big shifts in media, communication, and marketplace conditions. Branding is no longer a simple promise, word, or image; it is now a reaction to the new scarcity in consumer attention, time, and trust, and the winners will adapt early to this new playing field. Consumers want better, faster and cheaper products made exactly the way they like them. The authors recommend engaging the customers, and co-innovating with them, and through active participation, businesses will capture customers’ loyalty through the power of relationships. There is a wealth of important information in this broad-based report on the new customer-controlled marketplace; it is an excellent wake-up call, a strategic guide, and an execution road map for business leaders. --Mary Whaley

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Customer Reviews

4.7 out of 5 stars
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It is accessible yet smart; very well researched yet entertaining.
knowledge worker
"Wikibrands: Reinventing Your Company in a Customer Driven Marketplace" written by Sean Moffit and Mike Dover is a good book.
Andrea M. Fuller
Sometime the Time Management Guy in me questions if it is a good use of time.
Jim Estill

Most Helpful Customer Reviews

7 of 8 people found the following review helpful By Jim Estill on December 27, 2010
Format: Hardcover
I read an awesome and inspiring book - Wiki Brands - Reinventing Your Company in a Customer-driven Marketplace by Sean Moffitt and Mike Dover.

Mostly it was inspiring because I like marketing and social media and this book is at the intersection of those fields. It inspires me to remain active in Social Media. Sometime the Time Management Guy in me questions if it is a good use of time.

I love branding. Al Ries is one of my brand heros. He talks a lot about positioning. Wikibrands talks about the impact of social media on this positioning.

Wiki Brands reinforces that the web has given great power to the consumer. Consumers now can own the media through tweets and blogs. Companies need a keen awareness that what they do will be reported on. "Social media acts an accelerant for good news about the brand as well as for bad."

And online dialogue is now a two way street. The web speeds things up so responsiveness is key.

Companies do not own their brand, consumers in the internet age do. All companies can do is "help" guide and transparently contribute to help the brand move the right direction.

Marketing cannot fix a bad product. Working first on product and service excellence should be the primary goal of any company.

Wikibrands has a practical list of things companies can do to support an online community including:

"Ability to join a VIP circle
Access to an exclusive channel or influence
Access to exclusive resources
Chance for gaining wider fame
Reputation building
Recognition by the company
Recognition by pers
Sense of we-ness versus the rest of the population "

It is a good book. Worth reading.
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3 of 3 people found the following review helpful By Gregg Eldred VINE VOICE on January 23, 2011
Format: Hardcover
In case you haven't noticed, today's internet has changed the manner in which companies engage their customers and the way in which the customer engages the company. Facebook, Twitter, YouTube, and more, have provided customers the means to immediately tell hundreds, thousands, millions of people about poor service, a great product, an idea for an improvement, and how to use something. The same is true of the company. Instead of using print, television, radio to get their message across to the consumer, they can now leverage the same communication vehicles as the customer, Facebook, Twitter, YouTube, and more. In Wikibrands: Reinventing Your Company in a Customer-Driven Marketplace, authors Sean Moffitt and Mike Dover, show those that are tasked with using the social tools how to adapt their business to this new model. They also tackle your personal wikibrand, for those that want to enhance their personal brand on the internet.

Contents: The Birth of Wikibrands; The Wikibrands Rallying Cry; A Wikibrand Roadmap; The Six Benefits of Wikibrands; A Wikibrand Culture; Focus; Language and Content; Incentives, Motivations, and Outreach; Rules, Guidelines, and Rituals; Tools and Platforms; Community Development; Internalizing Community and Channeling Tom Sawyer; Community Management; Measurement and Metrics; The Personal Wikibrand; The Future; Reference Guide; Endnotes; Index

The early chapters start with the birth of the wikibrands movement, where businesses are experiencing a shift in their mindsets concerning how they engage their customers. As they show, this is not simply a marketing or public relations issue. Nor is it the use of a specific technology or social media site.
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3 of 3 people found the following review helpful By Tony J. Ridley on January 19, 2011
Format: Hardcover
Lightning in a bottle! If you want years of research, expert consultation, insights from some of the world's most successful companies and an immediate road map on how to use social media (social business) to grow your brand, all for free, then BUY THIS BOOK.

Sean and Mike have done an excellent job of providing business leaders, at all levels, with the key ingredients and observations to improve your business today. Forget general observations on how the world is changing and you should change too, they have provided everything from valuable market research, confidential marketing tactics, company policy to getting key stakeholder buy-in.

If you need either strategy or tactics to win buyers attention then you will get plenty of tools, tips and proven results. This book is filled with great, helpful content along with very targeted observations from credible sources. One of my favorites is the concerning fact that "80% of business executives believe they are doing a good job building customer relationships, while only 8% of their customers agree."

Wikibrands does not throw out all contemporary market knowledge to replace it with new whiz bang tools but provides a smart, balanced approach for both transition and complementing both the "old" and "new".

Be sure to tag the pages that contain their practical FLIRT approach to building your effective and engaged brand.

One of the best catch all books I have read on community engagement and creating a progressive, future-proof business. I highly recommend this book for all business leaders and managers. While I have read the book, like you, it will take much longer to digest all the great content and implement the mountain of information and recommendations contained. Add this book to your professional library and enjoy the benefits immediately. Don't forget to visit the website too.

[...]
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