02478nam a2200289Ia 4500 303128 20160527184435.0 110719s2011 nyu fr 001 0 eng 9780071749275 Mayaguez HD69.B7 M653 2011 658.8/27 22 85.40 bcl Moffitt, Sean. 254637 Local Wikibrands reinventing your company in a customer-driven marketplace Sean Moffitt and Mike Dover. New York McGraw-Hill c2011. xv, 318 p. ill. 24 cm. eigm 07/2011 Includes bibliographical references (p. 291-308) and index. 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 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. Branding (Marketing) 204258 Local Wikis (Computer science) 291002 Local Internet marketing 115752 Local Product management 154120 Local Dover, Mike. 218300 Local 221857 221857 0 0 lc 0 HD_69_000000000000000__B7_M653_2011 0 mbl 56118 12 12 20 2016-05-27 THE MCGRAW-HILL COMPANIES 21.80 464851 0 HD 69 .B7 M653 2011 50000003205696 2016-05-27 00:00:00 r:303128 6