WIKIBRANDS: Reinventing Your Company in a Customer-Driven Marketplace: Reinventing Your Company in a Customer-Driven Marketplace

McGraw Hill Professional
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Learn how today's hottest, most successful businesses are tapping into social media and other customer-driven tools and technologies to build, expand, or revive their brands

Launched from branding guru Don Tapscott's landmark $10 million research project on the intersection of technology and business models, WikiBrands explain what your business needs to do NOW to embrace the power of p-2-p technologies like word-of-mouth, user generated content, social media, microblogging, crowdsourcing, and customer rating systems to engage customers and enlist them in brand building and value-enhancement.

Featuring fascinating case studies of how Microsoft, P&G, Nike, Starbucks, Ford, Best Buy, Zappos, and others, launched, built, expanded, or rebuilt their brands through Wiki-style collaboration with customers, this book is part wake-up call, part action plan-and the total blueprint for how you can drive innovation and growth through technology-based immersive customer interaction.

  • Foreword by Don Tapscott, author of Wikinomics, Digital Capital, and Grown Up Digital
  • Supported by an online tookit including a Wikibrand Hall of Fame, videoblog, and Wikibrand guidebook.
  • Shows how companies like Frito-Lay and Dell use Wiki marketing and social media in ways unimaginable just a few years ago to engage and connect with consumers and drive millions of dollars in sales
Inside WikiBrands:
The Six Benefits of Wiki Brand Advocacy • Measurement and Metrics • Community Management • The B-to-B Wiki Brand • The Personal Wiki Brand • 25 Things to Know in 25 Minutes
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About the author

Sean Moffitt is President, Agent Wildfire Strategy & Communications Inc., a leading social influence, word of mouth and customer engagement firm. He is also an internationally respected and connected web expert and sought-after speaker, lecturing to corporations, associations and universities throughout the world on cultural trends and the reinvention of marketing and business. With one foot in traditional business and another in new digital worlds, he has led the efforts behind established brands Molson, Guinness and Procter & Gamble and now partners with many Fortune 500s and startups as an evangelist for web-enabled customer engagement and collaboration in business.

Mike Dover is the Managing Partner of Socialstruct Advisory Group. As Vice President, Research Operations for New Paradigm (later nGenera Insight), he oversaw the research programs underlying Wikinomics: How Mass Collaboration Changes Everything and Grown Up Digital: How The Net Generation is Changing the World. He also provided review support for more than a dozen other books including Authenticity: What Customers Really Want by Joe Pine and James Gilmore and DIY U Edupunks, Edupreneurs, and the Coming Transformation of Higher Education by Anya Kamenetz.

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Additional Information

Publisher
McGraw Hill Professional
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Published on
Dec 24, 2010
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Pages
336
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ISBN
9780071752350
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Language
English
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Genres
Business & Economics / Management
Business & Economics / Marketing / Research
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Content Protection
This content is DRM protected.
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Don Tapscott
SELECTED AS A 2008 BEST BUSINESS BOOK OF THE YEAR BY THE ECONOMIST

The Net Generation Has Arrived.
Are you ready for it?

Chances are you know a person between the ages of 11 and 30. You've seen them doing five things at once: texting friends, downloading music, uploading videos, watching a movie on a two-inch screen, and doing who-knows-what on Facebook or MySpace. They're the first generation to have literally grown up digital--and they're part of a global cultural phenomenon that's here to stay.

The bottom line is this: If you understand the Net Generation, you will understand the future.

If you're a Baby Boomer or Gen-Xer: This is your field guide.

A fascinating inside look at the Net Generation, Grown Up Digital is inspired by a $4 million private research study. New York Times bestselling author Don Tapscott has surveyed more than 11,000 young people. Instead of a bunch of spoiled “screenagers” with short attention spans and zero social skills, he discovered a remarkably bright community which has developed revolutionary new ways of thinking, interacting, working, and socializing.

Grown Up Digital reveals:

How the brain of the Net Generation processes information Seven ways to attract and engage young talent in the workforce Seven guidelines for educators to tap the Net Gen potential Parenting 2.0: There's no place like the new home Citizen Net: How young people and the Internet are transforming democracy

Today's young people are using technology in ways you could never imagine. Instead of passively watching television, the “Net Geners” are actively participating in the distribution of entertainment and information. For the first time in history, youth are the authorities on something really important. And they're changing every aspect of our society-from the workplace to the marketplace, from the classroom to the living room, from the voting booth to the Oval Office.

The Digital Age is here. The Net Generation has arrived. Meet the future.

Don Tapscott
“Twenty years of hindsight prove how deeply Tapscott understood the impact the Internet would have on the way we live, work, play and learn. This important book, now updated, is just as relevant today as it was then.”
John Chambers, Chairman and CEO, Cisco With a new foreword by Eric Schmidt, Chief Executive of Google

Two decades ago, The Digital Economy changed the way the world thought about the Web and Internet. While everyone else was in awe of “websites” and "dot coms," Don Tapscott was among the first people to argue that the Internet would fully transform the nature of business and government. It goes without saying that his predictions were spot on.

Now, in this new edition of his classic work, the New York Times bestselling author provides topical updates with a sweeping new analysis of how the Internet has changed business and society in the last 20 years, covering:

Natural frictions between present-day Industrial Capitalism and the Digital Economy The radical effects of the Internet on traditional corporate structures and systems Dramatic changes in business collaboration and culture thanks to social media The rise of web-based analytics and how they have transformed business functions Government transparency, citizen empowerment, and the creation of public value Teaching and learning—revolutionary developments driven by digital content

When Tapscott was writing the original edition in 1994, he was living in a world where Netscape had been just introduced as go-to browser, websites didn’t do transactions, dial-up was the only way to get online, and mobile phones sightings were rare. Google, YouTube, eBay, Facebook, Twitter? They didn’t exist.

Preserving all the original text as it appeared 20 years ago, this new edition includes detailed essays ending each chapter—Tapscott’s highly informed reflections on his predictions, along with new forecasts of where the digital world is headed.

Praise for the new edition of The Digital Economy

“1994 was a good year. Netscape Navigator and The Digital Economy. With this anniversary edition, Tapscott provides lucid insights for the next stage of these amazing times.”
Marc Andreessen, Co-founder and General Partner, Andreessen Horowitz

“Brilliant. Governments can learn from The Digital Economy how to democratize access to prosperity, minimize social and economic divides and transform government and democracy for the 21st Century.”
Enrique Peña Nieto, President of Mexico

“We’re now into three decades of terrific insights and analysis from Don Tapscott about the digital revolution! Read this book!”
Ajay Banga, President and CEO, Mastercard

唐.泰普史考特 Don Tapscott
Amazon.com商業理財分類 Top1
全球「50大商業思想家」、數位經濟之父 最新力作
《富比士》、《時代》、《華爾街日報》、金融界、科技界、創投界
一致口碑推薦

未來十年全球最值得關注的科技趨勢
改變世界與經濟舊有秩序的新力量──區塊鏈

如果……

◆你是躍躍欲試的創業家,想要找到新平台大展身手。
◆你熱愛音樂,希望創作者不被層層剝削,確實靠自己的作品謀生。
◆你關心食安,想知道超市商品的真正來源。
◆你有定期投資的習慣,但微薄的投資利潤,總是被交易手續費吃掉。
◆你是Airbnb的房客,除了租金,還得多付6%~12%的服務費。

有沒有一項技術,可以解決像這樣機會不均、過程不透明、中介機構過多的類似問題,帶給人們更便利的生活,實現更公平的財富分配與社會正義?

全球50大管理思想家唐.泰普史考特說:「有,那就是區塊鏈。」

第一代數位革命帶給我們資訊豐富的網際網路,以區塊鏈技術為基礎的第二代數位革命,則帶給我們充滿價值的網際網路。區塊鏈是一種精簡的革命性協定,兼顧了匿名與資訊安全。這項科技不但催生含比特幣在內的多種數位貨幣,發展潛力更是不容小覷,幾乎可以完整記載人類所有的價值活動,例如從出生到死亡的保險理賠,甚至每一次的投票行為。

全球最重要的金融業者,包括高盛、摩根大通、瑞士信貸等,都成立專責機構,研究如何運用區塊鏈來加快交易流程,並提高交易的安全性。這項技術公開、加密性強、可讓所有人運用的科技,將會扭轉全世界商業行為,甚至是一切人類行為。

數位經濟之父唐.泰普史考特長年精準引介下一波大趨勢,這次他與身為區塊鏈專家的兒子亞力士聯手,為我們帶來這本分析深刻卻好讀的作品,這將是關心未來趨勢的普羅大眾及商界領袖不可或缺的基礎讀本。

 前瞻推薦

「區塊鏈是資訊科學史上最具決定性的關鍵發明之一,閱讀本書,將可以讓你了解它影響力深遠的運用方式。」
──馬克.安德森(Marc Andreessen),網景共同創辦人

「泰普史考特父子的這本書,揭露了如何在下一波科技推動的巨變中求生與發展,很有機會成為我們這個世代最具代表性的作品之一。」
──克雷頓.克里斯汀生(Clayton Christensen),《創新的兩難》作者

「只要是思慮周密的人,都試圖了解這項革命性的科技,以及它對於世界的影響,而泰普史考特父子卻已經站上時代的浪頭,為我們帶來這期盼已久的一部作品。」
──丹.舒爾曼(Dan Schulman),PayPal執行長

「很少人光靠一本書就能改變世人的焦點話題,不過這本書有機會名列其一。區塊鏈是第四波產業革命的核心,泰普史考特父子用洗鍊的文筆,解說為何及如何抓住其中商機,並避開其中風險。」
──克勞斯.施瓦布(Klaus Schwab),世界經濟論壇創辦人暨執行主席

「本書研究成果鉅細靡遺、文筆優美,指出『承載價值的網路』將改變我們的生活方式。對於身處科技日新月異時代的我們,這是一本不容錯過的作品。」
──鮑達民(Dominic Barton),麥肯錫顧問公司全球董事總經理

「非常精彩的一本書,其深度與廣度頗有振聾發聵的效果,不禁讓我感覺到以科技、經濟與社會史的角度來看,我們正處於一個天空才是極限的世代。」
──史蒂夫.沃茲尼克(Steve Wozniak),蘋果電腦共同創辦人

「區塊鏈之於建立信用的效果,猶如網路對於資訊的傳播效果一樣。如同網路發韌之初,區塊鏈也一樣具有改變所有一切的可能;看過這本書的你就會知道此言不虛。」
──伊藤穰一(Joichi Ito),麻省理工學院媒體實驗室主任

「以往科技沿革的過程,要耗費一整個世代的時間慢慢醞釀,現在卻在眨眼之間逼近到我們面前──泰普史考特父子無疑就是講述這個故事的最佳人選。」
──艾瑞克.史派格(Eric Spiegel),美國西門子總裁暨執行長

「這本書慨陳深度發展的新科技,與人類最深層的需求──建立信賴息息相關。詳盡的研究調查在生花妙筆下逐一展開,所有認真的商場人士和政策制定者,都需要好好讀一讀本書。」
──布萊恩.費瑟史東(Brian Fetherstonhaugh),奧美互動行銷董事長暨執行長

「用如此炫目,卻也讓人放下戒心的獨到見解,看穿足以重新塑造全球經濟的新科技。如此佳作,絕非過譽!」
──保羅.波曼(Paul Polman),聯合利華執行長


Don Tapscott
Don Tapscott
Welcome to the world of the naked corporation. Transparency is revolutionizing every aspect of our economy and its industries and forcing firms to rethink their fundamental values. We are in an extraordinary age where businesses must make themselves clearly visible to shareholders, customers, employees, partners, and society. Financial data, employee grievances, internal memos, environmental disasters, product weaknesses, international protests, scandals and policies, good news and bad; all can be seen by anyone who knows where to look.

Don Tapscott, bestselling author and one of the most sought after strategists and speakers in the business world, is famous for seeing into the future and pointing out both its forest and its trees. David Ticoll, visionary researcher, columnist, and consultant, has identified countless breakthrough trends at the intersection of technology and business strategy. These two longtime collaborators now offer a brilliant guide to the new age of openness. In The Naked Corporation, they explain how the new transparency has caused a power shift toward customers, employees, shareholders, and other stakeholders; how and where information has exploded; and how corporations across many industries have seized on transparency not as a challenge but as an opportunity.

Drawing on such examples as Shell Oil’s reinvention of itself as an environmentally focused business, to Johnson & Johnson’s longstanding and carefully nurtured reputation as a company worthy of trust—as well as little-known examples from pharmaceuticals, insurance, high technology, and financial services—Tapscott and Ticoll offer invaluable advice on how to lead the new age, rather than simply react to it. The Naked Corporation is a book for managers, employees, investors, customers, and anyone who cares about the future of the corporation and society.
Don Tapscott
The technology likely to have the greatest impact on the future of the world economy has arrived, and it’s not self-driving cars, solar energy, or artificial intelligence.

It’s called the blockchain.
 
The first generation of the digital revolution brought us the Internet of information. The second genera­tion—powered by blockchain technology—is bringing us the Internet of value: a new, distributed platform that can help us reshape the world of business and transform the old order of human affairs for the better.
 
Blockchain is the ingeniously simple, revolution­ary protocol that allows transactions to be simul­taneously anonymous and secure by maintaining a tamperproof public ledger of value. Though it’s the technology that drives bitcoin and other digital cur­rencies, the underlying framework has the potential to go far beyond these and record virtually everything of value to humankind, from birth and death certifi­cates to insurance claims and even votes.
 
Why should you care? Maybe you’re a music lover who wants artists to make a living off their art. Or a consumer who wants to know where that hamburger meat really came from. Perhaps you’re an immigrant who’s sick of paying big fees to send money home to loved ones. Or an entrepreneur looking for a new platform to build a business.
 
And those examples are barely the tip of the ice­berg. This technology is public, encrypted, and readily available for anyone to use. It’s already seeing wide­spread adoption in a number of areas. For example, forty-two (and counting) of the world’s biggest finan­cial institutions, including Goldman Sachs, JPMorgan Chase, and Credit Suisse, have formed a consortium to investigate the blockchain for speedier and more secure transactions.
 
As with major paradigm shifts that preceded it, the blockchain will create winners and losers. And while opportunities abound, the risks of disruption and dislocation must not be ignored.

Don Tapscott, the bestselling author of Wikinomics, and his son, blockchain expert Alex Tapscott, bring us a brilliantly researched, highly readable, and utterly foundational book about the future of the modern economy. Blockchain Revolution is the business leaders’ playbook for the next decade and beyond.
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