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WIKIBRANDS: Reinventing Your Company in a Customer-Driven Marketplace Hardcover – December 29, 2010
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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.)
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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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As the web has developed, so have our tools to interact with it. With each new coming crop of tools, business is left trying to figure out how to properly utilize them for their own gain. In this book Moffit and Dover do an excellent job of breaking down each tool and how business can properly utilize it. The nice thing about this book, is that the authors realize, and state repeatedly, that a lot of the Social Media success stories come from start-ups or companies whose business premise is founded upon not doing things according to the business textbook. Where they excel is in synthesizing that success and translating it into classic business textbook lingo that puts things in an easily digestible form with repeatable processes to emulate.
This book makes a scary topic, technology and the tools we used to harness it, easy for the corporate, non-techie crowd. I would highly recommend that anyone in management read this book to get a better grasp of what the technology is, the context around how it can and should be used, and the roadmap to implementing it to further their business goals. I would also recommend it for the tech crowd so that they can better understand how what they build is used and thought of by the everyday user. A major premise of this book is, LISTEN; listen to your audience, your users, your consumers and take that info to make things better.
My favorite part is the last chapter, which is called the "Reference Guide." I think that title is an understatement, it's like an executive summary mashed up with a checklist that will have you coming back to this book at every stage of your marketing plan. In fact, if you've already got a bookshelf full of marketing books you're meaning to read, the Reference Guide might be the most productive chapter on that shelf and give you a leg up until you can jump in.
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. Moffitt and Dover provide, in WIkibrands, a strategy, a guide for execution, which is as relevant to the business leader as it is for those that work in marketing, advertising, or customer service. The execution comes in the form of their FLIRT Model, which stands for Focus, Language and Content, Incentives, Rules, and Tools. Following their model, anyone can build their wikibrand in a very effective manner. It can also be used to critique your current efforts and provide a solid method for improvement. Moffitt and Dover spend quite a bit of time on the Community. This is where you win or lose your most precious asset; the people that love your product or brand. None of their advice will be taken seriously if there are no measurements or metrics of success. Thankfully, they provide excellent advice in this department, more than simply looking at Google Analytics on a daily basis. Finally, for those that have personal brands, and that should be everyone, As the authors state at the beginning of that chapter, the personal wikibrand is "what they say about you when you're not in the room." In this chapter, they look at LinkedIn, Twitter, and Facebook. Examples of successful personal wikibrands, the authors examine Robert Scoble and Guy Kawasaki.
Wikibrands is a very engaging book; throughout, there are excellent examples of wikibrand companies that drive their point which connects the reader to the idea. Authors Moffitt and Dover write a very accessible book, one that is easily understood and provides actionable activities. This is a book that should be required reading for the marketing department, especially if they are working in the social area. If you aren't reading it, you can bet that your competition is. Even some of your customers may be reading it, which may not bode well for you if they are looking for engagement and you are not providing it. Finally, the chapter on The Personal WIkibrand is of value to everyone who uses LinkedIn, Facebook, and Twitter. Overall, Wikibrands is an excellent book, the standard by which companies will be judged in the social space, the engagement of their customers, leveraging of their communities, and whether they have achieved a mutually rewarding goal with their customers.
Obtained from: Publisher
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* An excerpted definition of Wiki on Wikipedia: A wiki is a website that allows the creation and editing of...Read more