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