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Wiki Brands Reinventing Your Company in a Customer-Driven Marketplace

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ISBN-10: 0071749276

ISBN-13: 9780071749275

Edition: 2011

Authors: Sean Moffitt, Mike Dover, Don Tapscott

List price: $28.00
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Book details

List price: $28.00
Copyright year: 2011
Publisher: McGraw-Hill Companies, The
Publication date: 12/29/2010
Binding: Hardcover
Pages: 336
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 1.386
Language: English

Author Profiles Sean Moffittis President & Chief Evangelist, Agent Wildfire Strategy & Communications Inc. An internationally respected and connected Web expert, Sean has a platform in the traditional brand world and new media culture. He is a leading word-of-mouth and community-building expert and has been an executive-level marketer, agency leader and consultant in roles bridging the traditional and digital divide. He has led the direction of high-profile brands at Molson, Guinness, Labatt, Procter & Gamble and others as a client and collaborated with top companies around the world as President of Agent Wildfire. His work regularly appears in organizations like WOMMA – the Word of…    

Author Profiles Sean Moffittis President & Chief Evangelist, Agent Wildfire Strategy & Communications Inc. An internationally respected and connected Web expert, Sean has a platform in the traditional brand world and new media culture. He is a leading word-of-mouth and community-building expert and has been an executive-level marketer, agency leader and consultant in roles bridging the traditional and digital divide. He has led the direction of high-profile brands at Molson, Guinness, Labatt, Procter & Gamble and others as a client and collaborated with top companies around the world as President of Agent Wildfire. His work regularly appears in organizations like WOMMA – the Word of…    

Don Tapscottis Founder and Chairman of New Paradigm and an adjunct professor of management at the Joseph L. Rotman School of Management,University of Toronto. He is a bestsellingauthor or coauthor of elevenbooks, includingParadigm ShiftandThe Digital Economy.

Foreword by Don Tapscott
Preface
Acknowledgments
Background
The Birth of Wikibrands
The Wikibrand Rallying Cry: The New "Mad Men" of 2010
The Six Benefits of Wikibrands Brand Advocacy: The Power of Buzz, Word-of-Mouth, Referral and Evangelism
FLIRT: Focus - If I don't know where you're going, I don't want you getting there fast
FLIRT: Language and Outreach - I don't care what you're saying, if I don't like how and where you are saying it
FLIRT: Incentives and Motivations - Brand fans do it because of what they want, not what you want
FLIRT - Rules - When you jump, make sure you have a safety net
FLIRT: Tools and Platform - If you build it, they may come
Measurement and Metrics: Those who can measure will lead
Internalizing the Benefits: It's pointless unless you are changed
Life Stage Planning
Community Management: Building a Caf, Not a Ghost Town
The B-to-B Wiki Brand: Putting Some Stock in our Relationship
The Personal Wiki Brand: The Era of the Grassroots A and B-Listers
The Future: Sticking our Neck Out, Some Predictions
Reference Guide: 25 Things to Know in 25 Minutes