2010 Summit Speaker Synopsis Part IX

The International Summit for Urban Animal Strategies Presents:
WikiBrands ~ Reinventing your Business in a Customer-Driven Marketplace
Presenter: Mike Dover, Socialstruct Advisory Group


Based on the upcoming book Wikibrands: Reinventing Your Company in a Customer-Driven Marketplace this presentation discusses how companies can deploy technology to engage customers in discussions about their brands in a meaningful way.

For the longest period of time companies created products and services, pushed them out to their customers using the tools of the period. The 4Ps of marketing were sacrosanct – product, place, promotion and price. When strategies were formed, these customer functions were in the business of planning and pushing out these messages, through media intermediaries. The message was controlled; our role as consumers was to listen and buy. Now faced with a dramatic shift in how the technology-enabled collaboration changes relationships, an Internet-savvy generation will bring about huge changes in business and culture.  How business creates value through brands will be transformed by the relationships and experiences we have with customers.  Brands will no longer be a word in the mind but will require a new more sophisticated architecture involving two-way conversation and integrity.    

The presentation will cover:

• The ways in which successful brands compete in the twenty-first century,
• The motivations for these brands to venture into customer collaboration, and
• The nine elements of successfully building and managing a Wikibrand.

Specifically, this presentation will discuss how the principles of Wikibrands can be deployed within the domestic animal industry including collaboration between industry stakeholders, motivating community members and developing effective social media campaigns.

 

ABOUT MIKE DOVER

Mike Dover is Managing Partner of Socialstruct Advisory Group. He is the co-author of the forthcoming book Wikibrands: Reinventing your Company in a Customer-Driven Marketplace.

Dover is a highly-connected research executive with more than a decade’s experience leading nGenera Insight, a world-class think tank. He was responsible for operations, content quality, and client management for $9 million, multi-year research studies on the intersections among technology, business strategy and society including the groundbreaking Talent 2.0 Research Program. Mike led more than 200 professionals over the course of the programs. The research in these programs formed the basis for the bestselling books Wikinomics: Mass Collaboration Changes Everything and Grown Up Digital: How the Net Generation is Changing Your World.

Dover is an experienced public speaker and panelist who has delivered dozens of highly-rated speeches about the role of technology, generations in the workplace, and popular culture.

For information on other Summit speakers and topics, check the agenda.
 
Learn more about the Summit For Urban Animal Strategies. Click here.

Posted by Terri Perrin, Online Communications Editor