WIKIBRANDS

<h4>REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE</h4><p>FOREWORD BY DON TAPSCOTT Bestselling author of Wikinomics</p><p> <i>A must-read for business leaders managers and just about anyone who wants to recognize and tap into the incredible creative energy of customers and stakeholders.</i> -- Richard Florida bestselling author of <b>The Rise of the Creative Class</b></p><p> <i>Marketers should follow the course laid out by Sean Moffitt and Mike Dover which leads us into a new brand future of pull not push and of conversation not control.</i> -- B. Josep h Pine II bestselling author <b>The Experience Economy</b></p><p> <i>Thoughtful innovative and most of all practical. If your organization wants to deploy technology to build better client relationships Wikibrands will show you how.</i> -- Keith Ferrazzi bestselling author <b>Never Eat Alone</b></p><p> <i>Your brand can share control to create value. With the changing role of consumers every brand is a lie not a promise. But Wikibrands offers marketers a rich understanding of how social media can drive engagement for brands that make them true.</i> -- Ross Mayfield Chairman President and co-founder Socialtext</p><p> <i>A must-read for the hungry marketer!</i> -- Julie Roehm Backslash Meta LLC</p><p> <i>The path forward presented in Wikibrands is brightly illuminated helping change the landscape in an area ready for consumer-driven open innovation.</i> -- David Smith Global Managing Director Accenture and Co-Author of <b>Workforce of One : Revolutionizing Talent Management Through Customization</b></p><p> <i>A behind-the-curtain look at how you should be engaging your customer directly in the branding process. Ignore this important book at your own peril.</i> -- Saul Kaplan Founder and Chief Catalyst Business Innovation Factory</p><h4>What is a Wikibrand?</h4><p>It's the next generation of business building that taps into the true power of social networks brand connections and customer participation to build real value. It's a status update on Facebook a rave on Twitter a review on YouTube and so much more. It's the herald of a new golden age in customer freedom and individualized customer service.</p><p>It's the future of business--and this book is your wake-up call strategy guide and road map to what's ahead.</p><p>In <i>Wikibrands</i> acclaimed media marketing experts 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.</p><p>Built on continuing research from Don Tapscott's trailblazing $10 million research project which formed the basis of bestselling books such as Wikinomics and <i>Grown Up Digital</i> this book delivers hundreds of the best examples from today's most successful businesses. You'll learn how to:</p><ul> <li>ENGAGE THE CUSTOMER through social influence word of mouth and user-generated content</li><li>CREATE AN EXPERIENCE affected by customer-driven ratings reviews and online culture</li><li>BUILD A COMMUNITY through microblogging prosumerism and crowdsourcing</li><li>MAKE A CONNECTION that is truly authentic collaborative and value enhancing</li></ul><p>Whether you work with an established business and are looking to make it relevant to today's wikiconsumers or are launching a start-up from scratch Wikibrands offers countless creative ideas for defining and reaching out to your target audience.</p><p>You'll find refreshing new ways and a FLIRT model to help you open up an honest dialogue with your customers attract a ready-made fan base through shared interests and even work with other businesses toward a mutually rewarding goal. These are the latest tricks of the trade used by hot brand names such as Mozilla Firefox lululemon and Zappos; industry giants Starbucks Dell and Harley-Davidson; and other less we