Summary of breakthrough book Wikibrands - Reinventing Your Business in a Customer-Controlled Marketplace (McGraw-Hill, Dec, 2010 publish date) Amazon link: http://www.amazon.com/WIKIBRANDS-Reinventing-Company-Customer-Driven-Marketplace/dp/0071749276

1. Wikibrands - Reinventing Your Business in a Customer-Controlled Marketplace www.agentwildfire.com

2. So What The Heck Do We Know?

3. Obstacle #1 – There are 45,000 social media experts online right now

5. Running - Nike Plus Finance- American Express Hospitality – Starbucks B-to-B - Intuit Automotive - Camp Jeep Travel – Starwood Hotels Tech – Dell ecommerce – eBay Startup - Freshbooks We went cross industry for insight …

6. Obstacle #2 – If you have a profile on Facebook, you have an opinion…

8. Obstacle #3 – The Cluetrain has left the station…perception exists -organizations, businesses and brands don’t belong in social spaces

9. - 85% of people want companies engaging with their customers in social media - 56% of people feel a stronger connection with those companies they interact with in social media - Twitterers are three times more likely to embrace brands than average population Don’t be fooled, people want brands…just under the right terms

10. Social, Participation, Engagement, Collaboration, Influence, Community = Smart Business

11. Key Point - You Don’t Have to Choose Sides, Social Business is not a Religion

12. It’s for the “Never in a Million Years Traditionalist”

13. It’s for the “Sensitive New Age Social Media” Type

14. For both, fundamental changes are occurring in how we build our brands…

15. Business has had the Gift of Tech-enabled Engagement and Collaboration Drop in Their Lap

16. Definition: noun A progressive set of organizations, products, services, ideas and causes, tapping the powers of customer participation, social influence and collaboration to drive business value Derived from Hawaiian word “wiki” meaning “quick: subsequently meaning “tribal knowledge and a collaborative website” and Middle English word “torch” meaning “a distinctive name identifying a product or a manufacturer”.

18. Caveat - There is a difference between “Being Social”

19. Versus “Doing Social”

20. MASS MARKETING DIRECT MARKETING SOCIAL INFLUENCE MARKETING A Culture Change is Required

21. Wikibrands: Culture

23. “ Something you Buy” “ Something you Trust” “ Something you Want” “ Something you Prefer” “ Something you Love” “ Something you Participate In” The new currency on how to build business

24. Key Wikibrands Book Content I. Background - History of brand building and key 7 market forces at work accelerating need for change - A reference and jumping off point from the key principles espoused by Wikinomics - A quick summary on what the book offers, what client examples we’ll draw on and what a different approach we’re taking with this book II. The Pillars of Great Wikibrands - Conditions in place at wikibrand companies - Product/innovation environment - Cultural commitment - Stating the case - what 6 core reasons for brands to wikify themselves - Listening and engaging

27. Wikibrands Examples - Large company profiles - Dell, Cisco, Nike, Starbucks, Kraft, Best Buy, P&G, Frito-Lay, EMC, - Unilever, Pepsi, Kraft, Intel, Wells Fargo, Molson, H&R Block - Jet Blue, Kodak, Ford, Jeep, Kaiser Permanente, Whole Foods - Mountain Dew, Patagonia, Blackmore’s, Johnson & Johnson, Alli - Starwood, Red Bull, BBC - Global profiles - Lego, Innocent Drinks, Mozilla Firefox, Specialized Bikes, Amazon, - IBM, SAP, Microsoft, eBay, London 2012, Nokia, Panasonic - Nintendo, Blackberry, Weight Watchers, Electronic Arts - Research in Motion, Levi Strauss, Lonely Planet

28. Wikibrands Examples - Grassroots underdogs - Method, PEMCO, Lomo Cameras, Maker’s Mark, Threadless - WD40, Sharpie, Dave’s Killer Bread, Roger Smith Hotel - Souplantation, Graco, Stonyfield Farms, Sweet Leaf Iced Teas - Mabel’s Labels, Streetza Pizza, North Face, Vancity, Moo Cards - Joffrey’s Coffee and Tea, Segway, Barilla Pasta, Kogi BBQ - Upstarts - Zappos, Stormhoek, eBay, John Fluevog, Mint, Livestrong, AMC - Wind Mobile, Nature Valley, Kashi, Method, Fiskars, Lululemon - Crowdspring, Harley-Davidson, Flying Dog Ales, Humana - Naked Pizza, Blendtec, Tasti D-Lite, Dogfish Beer, UFC

29. Wikibrands Examples - B-to-B Brands - Intuit, American Express, Adobe, EMC, Reuters, Salesforce.com - Cree LEDs, LinkedIn, Ariba, Avaya, Open Kernel Labs - Indium Corporation, Freshbooks - Not-for-Profit Brands - Movember, Livestrong, Red Cross, Museum of Modern Art - Moveon.org, Leukemia & Lymphona Society, Kiva - National Wildlife Federation, Charity Water - Personal Brands - Adventure Girl, The Sartorialist, Loic Lemeur, Guy Kawasaki - Gary Vaynerchuk, Neil Pasricha, Keith Ferrazzi, Jamie Oliver - Robert Scoble, Joe Pine, Dan Schawbel

30. The FLIRT Model – A Recipe for Community Success

34. Let’s Start Your Next Brand Conversation… Inquire: wikibrands (at) agentwildfire.com Phone: 416-255-4500 x226 URL: www.AgentWildfire.com Twitter: @wikibrands Other Blogs: http://BuzzCanuck.typepad.com/