00000cam a22000003i 4500 UP-1685594773862137772 Buklod 20181210163508.0 g||| | || || ta 181210s2011 nyua rb |||1 u|eng d 9780071749275 (hbk.) 0071749276 (hbk.) (iLib)UPBAG-00032314277 DLC BAG rda eng HD 69 B7 M64 2011 Moffitt, Sean author. Wikibrands reinventing your company in a customer-driven marketplace Sean Moffitt and Mike Dover; [foreword by Don Tapscott]. New York McGraw-Hill [2011] xv, 318 pages illustrations 24 cm text rdacontent unmediated rdamedia volume rdacarrier Includes bibliographical references (pages 291-308) and index. The birth of wikibrands: from ownership, trust, want, preference, love, and now participation--a 150-year fascination -- The Wikibrand rallying cry: the new "mad men" -- A wikibrand road map: taking the high road and avoiding the potholes of a collaborative brand path -- The six benefits of wikibrands: marketing doesn't fit in tiny boxes anymore -- A wikibrand culture: changing your mind-set about the brand customer -- Focus: if I don't know where you're going, I don't want you getting there fast -- Language and content : business gets humanized and presses the "awesome" button -- Incentives, motivations, and outreach: brand fans do it for themselves, not for you -- Rules, guidelines and rituals: this is how we do things, and that's ok -- Tools and platforms: if you build it, they may come -- Community development: the life stages of a wikibrand community -- Internalizing community and channeling Tom Sawyer: the graying line between employee and enthusiast champions -- Community management: how to build a brand garden, not a ghost town -- Measurement and metrics: the imperfect science of monitoring wikibrand performance -- The personal wikibrand: your brand is what they say about you when you're not in the room --The future: brand participation comes alive in the company -- Reference guide: wikibrands extended. Sean Moffitt and Mike Dover show you how to take advantage of the exciting new models of business and technologies--and enthusiastic online communities--one click at a time.--from publisher description. Branding (Marketing) Product management. Internet marketing. Wikis (Computer science) Dover, Mike author. FO UPBAG UPBAG-MAIN HD 69 B7 M64 2011 Book