Wikibrands: Reinventing Your Company in a Customer-Driven Marketplace by Sean Moffitt and Mike Dover01/23/2011
Location : Cleveland, OH
In case you haven't noticed, today's internet
has changed the manner in which companies engage their customers and the
way in which the customer engages the company. Facebook, Twitter, YouTube,
and more, have provided customers the means to immediately tell hundreds,
thousands, millions of people about poor service, a great product, an idea
for an improvement, and how to use something. The same is true of the company.
Instead of using print, television, radio to get their message across to
the consumer, they can now leverage the same communication vehicles as
the customer, Facebook, Twitter, YouTube, and more. In Wikibrands:
Reinventing Your Company in a Customer-Driven Marketplace,
authors Sean Moffitt and Mike Dover, show those that are tasked with using
the social tools how to adapt their business to this new model. They also
tackle your personal wikibrand, for those that want to enhance their personal
brand on the internet.
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.
Disclosure:
Obtained from: Publisher
Payment: Free
Technorati tag: book review Wikibrands Sean Moffitt Mike Dover
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.
Disclosure:
Obtained from: Publisher
Payment: Free
Technorati tag: book review Wikibrands Sean Moffitt Mike Dover
Powered By : Domino
BlogSphere V1.3.1
Join The WebLog Revolution at BlogSphere.net