WIKIBRANDS: Reinventing Your Company in a Customer-Driven Marketplace

Foreword by Don Tapscott Preface Acknowledgments Background Chapter 1. The Birth of Wikibrands Chapter 2. The Wikibrand Rallying Cry: The New "Mad Men" of 2010 Chapter 3. The Six Benefits of Wikibrands Brand Advocacy: The Power of Buzz, Word-of-Mouth, Referral and Evangelism Chapter 4. FLIRT: Focus - If I don't know where you're going, I don't want you getting there fast Chapter 5. FLIRT: Language and Outreach - I don't care what you're saying, if I don't like how and where you are saying it Chapter 6. FLIRT: Incentives and Motivations - Brand fans do it because of what they want, not what you want Chapter 7 - FLIRT - Rules - When you jump, make sure you have a safety net Chapter 8. FLIRT: Tools and Platform - If you build it, they may come Chapter 9. Measurement and Metrics: Those who can measure will lead Chapter 10. Internalizing the Benefits: It's pointless unless you are changed Chapter 11. Life Stage Planning Chapter 12. Community Management: Building a Cafe, Not a Ghost Town Chapter 13. The B-to-B Wiki Brand: Putting Some Stock in our Relationship Chapter 14. The Personal Wiki Brand: The Era of the Grassroots A and B-Listers Chapter 15. The Future: Sticking our Neck Out, Some Predictions Chapter 16. Reference Guide: 25 Things to Know in 25 Minutes