User:Jdechambeau/Wikibrands: Reinventing Your Company in a Customer-Driven Marketplace

Wikibrands: Reinventing Your Company in a Customer-Driven Marketplace is a book by Sean Moffitt and Mike Dover first published in December 2010. It explores how companies deploy technology to conduct conversations with customers. Wikibrands was based on the same multi-client research as Wikinomics: How Mass Collaboration Changes Everything by Don Tapscott and Anthony D. Williams. Tapscott wrote the foreword.

Concepts

 * The book identifies a move from Broadcast to Conversation: Consumers are much savvier than in the past and they expect their voices to impact the goods and services that they purchase.


 * The book proposes that the four P’s of Marketing be replaced by Four E’s. Experience, Everyplace, Exchange, and Evangelism.


 * Brands are still fundamentally important. Although the tactics may have changed, customers still place value on them, pay more for them, and want to participate in them.


 * According to the book; peering, sharing, openness and acting globally are still on the rise. These forces are accelerating change in the political landscape, the media landscape and the corporate landscape.

Case Studies
Wikibrands describes collaborative strategies in such organizations as Mozilla Firefox, lululemon, Zappos, Starbucks, Dell, Harley-Davidson, EMC, Cisco, IBM, and Salesforce.com.

Reviews
A review in Businessworld states “It describes in great detail the idea of a ‘wikibrand’, and also gives organisations — especially those that are much harried by new media and social networking marketers — a template of sorts for doing their own wiki branding.” Publisher’s Weekly states “[Moffitt and Dover]… provide an excellent exploration of brand communities, what they are, and how to develop them from conception to the management stage. Of particular value to organizations are key metrics and measurement tools that will help determine if efforts are working. A handy reference guide provides succinct summations of key ideas and important questions to consider before developing wiki communities.”