00000cam a22000004a 4500 UP-1685675941123908072 Buklod 20140801114246.0 aa rb |||1 u| ta 100716s2011 nyua rb |001 0|eng d 9780071749275 (alk. paper) 0071749276 (alk. paper) (iLib)UPTAC-00016515047 DLC DLC UPVTC eng HD 69 B7 M65 2011 Moffitt, Sean Wikibrands reinventing your company in a customer-driven marketplace Sean Moffitt and Mike Dover. Wiki brands New York McGraw-Hill c2011. xv, 318 p. ill. 24 cm. Includes bibliographical references (p. 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 Tac-1979g, Tac-1980g donated by The Asia Foundation and MoneyGram Foundation.  Branding (Marketing) Product management. Internet marketing. Wikis (Computer science) Dover, Mike. FO UPTAC UPTAC HD 69 B7 M65 2011 Book