(published 2010 by McGraw-Hill Professional)What is a Wikibrand?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.It's the future of business--and this book is your wake-up call, strategy guide, and road map to what's ahead.In Wikibrands, 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.Built on continuing research from Don Tapscott's trailblazing $10 million research project, which formed the basis of bestselling books such as Wikinomics and Grown Up Digital, this book delivers hundreds of the best examples from today's most successful businesses. You'll learn how to:ENGAGE THE CUSTOMER through social influence, word of mouth, and user-generated contentCREATE AN EXPERIENCE affected by customer-driven ratings, reviews, and online cultureBUILD A COMMUNITY through microblogging, prosumerism, and crowdsourcingMAKE A CONNECTION that is truly authentic, collaborative, and value enhancingWhether 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.
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Independent and authoritative analysis and perspective for every segment of the payments industry