The core arguments behind a seminal new book Wikibrands - Reinventing Your Company in a Customer-Controlled Marketplace launching Dec'10 by Sean Moffitt and Mike Dover through McGraw-Hill

1. Welcome to Wikibrands:10 Key Ingredients to Engaged Business

3. ¼ Strategy Guide

4. ¼ Executional Road Map

6. Wikibrands - 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”.

7. There’s a new currency on how to build business “Something you Want” “Something you Trust” “Something you Buy” “Something you Participate In” “Something you Prefer” “Something you Love” 5

9. Social influence

10. Digital engagement

11. Word of mouth

12. Online community

13. Grassroots marketing

14. Connected media

15. Member collaborationEquals success in business

16. It has to work …what’s left Operational efficiencies are maxed Downsizing/rightsizing reaching limits Outsourcing labour is tapped Globalization of markets is done Media clutter is here Technology is ubiquitous The Customer Experience is What’s Left

17. Big Caveat - There is a big difference between “Being Social”

18. Versus “Doing Social”

19. Also a gap? Perhaps easy for these guys… Not so easy for the 82% of us who work in firms with 20+ employees…

20. Why care? The biggest motivator – Engaged Brands Win…

22. Referral/recommendation

23. Badging

24. Sales/traffic

26. Affinity

27. Empathy/respect

29. Education/ advice

30. Value-add experience

32. Corporate social responsibility

33. Galvanize employees

35. User-generated Creative

36. User-generated content

38. Beta-testing

39. Market research/polling

41. #1 Massive Culture Change Required MASS MARKETING DIRECT MARKETING WIKIBRAND-ING

42. #2 FOCUS – “Why are we doing this/what are we doing?”

43. #3 LANGUAGE, CONTENT & OUTREACH “do I like this/is there enough of this/can I identify with this/do they know me?”

44. 4. INCENTIVES & MOTIVATIONS “what’s in it for me?”

45. 5. RULES, GUIDELINES & RITUALS “what can/can’t I do here/what is custom?”

46. 6. TOOLS & PLATFORM “how do I receive the experience and where does it all work?”

47. 7. COMMUNITY MANAGEMENT “who will lead the conversation?”

48. 8. LIFE STAGE OF THE COMMUNITY “when do we need to adapt?”

49. 9. METRICS, MEASUREMENT, INSIGHTS & ROI “what do we measure and look for?”

50. 10. CULTURE & ORGANIZATIONAL CHANGE “how will we be changed?”

51. It takes a community to build a brand… it takes ignorance to kill one…

52. The FLIRT Model – A Recipe for Wikibrand Success CULTURE CULTURE

53. Join me at: @wikibrands @seanmoffitt Wiki-Brands.com AgentWildfire.com smoffitt@agentwildfire.com sean@wiki-brands.com