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WIKIBRANDS: Reinventing Your Company in a Customer-Driven Marketplace Hardcover – December 29, 2010
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Top Customer Reviews
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
Recognition by the company
Recognition by pers
Sense of we-ness versus the rest of the population "
It is a good book. Worth reading.
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.Read more ›
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.
Most Recent Customer Reviews
Wiki-Brands is a terrific read for anyone interested in understanding the rapidly evolving business models that digital media, social media and the internet is shaping. Read morePublished on February 8, 2012 by Marc Niola
Very clear and well thought out breakdown of what companies have done, are doing, and should be doing with their brand. Read morePublished on January 19, 2012 by AlexH
This is a very useful book for practitioners. It is a good and easy read but still covers all the important things you need to know.Published on January 18, 2012 by thomas
My overall review of Wikibrands is that it is a very useful compendium of both strategic and tactical elements of how you can create enduring brands using a clever combination of... Read morePublished on August 15, 2011 by Mr. P. Cook
A down-to-earth book on why and how to "wiki"* your brand.
* An excerpted definition of Wiki on Wikipedia: A wiki is a website that allows the creation and editing of... Read more
Dover and Moffitt successfully describe a phenomenon that is still baffling to most business professionals, especially those who grew up in the traditional world of... Read morePublished on April 30, 2011 by Paul A
"Wikibrands: Reinventing Your Company in a Customer Driven Marketplace" written by Sean Moffit and Mike Dover is a good book. Read morePublished on April 1, 2011 by Andrea M. Fuller
What is the meaning of the noun "wikibrand(s)"? According to Sean Moffitt and Mike Dover, it refers to a "progressive set of organizations, products, services, ideas, and causes... Read morePublished on March 23, 2011 by Robert Morris
Don Tapscott and his research team have sought to define the dynamics of the digital revolution through a series of books. Read morePublished on March 13, 2011 by Mark P. McDonald