wikibrands, wikicommunities - how to manage the world of engaged brands
TRANSCRIPT
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
1/89
94Hpykl9088HBH^fighwzWpocwoyfji{
HBH^fighwz1^kekiyhcjw,^kekgobbvck2fwDo~zoBhchnfzdf
^oyljomFcnhnfjIyhcjw
Pyfwfczfy1
WfhcBo#,Pyfwkjfcz,Hnfcz^kljyf
@wfhcbo#|@~kekiyhcjw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
2/89
^dokwWfhcBo#
AvwzHIlocjfNv{^kzdhGhvwf
Jh{AoiPyfwkjfcz,Hnfcz^kljyf CkndzAoiHvzdoy,^kekiyhcjw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
3/89
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
4/89
[ovyokgfGobbvckz{Bhchnfbfcz
Z~k#fy1@gobbvckz{nvyvw
d#p1//~~~wvy}f{bocef{gob/w/9088~kekgobbvck]fw
60wvy}f{xvfw]ocw{ovhl~h{w~hczfjzoeco~
Hggfwwzoyfwfhygdhdfhjom]bf
Gdhcgfzo~kc^kekiyhcjiooewhcj
h~oyewdop
Lk}ff}fcz/wfbkchyw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
5/89
Kcbhchnkcn{ovy^kekiyhcjgobbvck2fw,~dhzpfygfczhnfom{ovy
2bfhcjfffoyzkw1
Ivkljkcnhwvppoy]}fhcjopfcgoypoyhzfgvlzvyfYhll{kcnkczfychlyfwovygfwhcjwzhffHg]cnhwhiykjnfifz~ffcgobphc{hcjgvwzobfyIvkljkcn/gvyh]cngoczfczmoygobbvckz{fc}kyocbfczwBojfyh]cn/bhchnkcno~cfjgobbvckz{fc}kyocbfczwOvzyfhgdkcn/yfwpocjkcnkcwogkhlbfjkh/ftzfychlgobbvck]fwLkwzfckcnzomffjihgehcjkcwkndzwBfhwvykcn,bockzoykcnhcjyfpoy]cnpfymoybhcgfCocfomzdfhio}f
PollXvfw]oc"ZdfQfkznfkwzom
Gobbvckz{Bhchnfbfcz
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
6/89
Wo~dhzw^kekiyhcjwhiovz?
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
7/89
^kekiyhcjw"Zdfcf~gvyyfcg{moy
zojh{wbhyefzplhgf1
"Gvwzobfyphy]gkph]oc"Wogkhlkcvfcgf"Jknkzhlfcnhnfbfcz"^oyjombovzd"Oclkcfgobbvckz{"Nyhwwyoozwbhyef]cn"Goccfgzfjbfjkh"Bfbifygollhioyh]oc
"H~fwobfgoczfczFxvhlw
wvggfwwkcivwkcfww
^fwfhygdfjmhyhcj~kjfzogobfvp
~kzdhmyfwdhynvbfczmoywogkhlivwkcfww
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
8/89
Jo Iyhcjw f}fc Iflocn kcb{ Wogkhl Wphgfw(
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
9/89
"46&ompfoplf~hczgobphckfw
fcnhnkcn~kzdzdfkygvwzobfywkcwogkhl
bfjkh
"6=&ompfoplfmfflhwzyocnfy
goccfg2oc~kzdzdowfgobphckfwzdf{
kczfyhgz~kzdkcwogkhlbfjkh
"Z~kFfyfywhyfzdyff2bfwboyflkefl{
zofbiyhgfiyhcjwzdhch}fyhnf
popvlh]oc
Joczifmoolfj,pfoplf~hczwogkhl
iyhcjwzdf{avwzjocz~hczpvwd{bhyefzfyw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
10/89
IvwkcfwwhcjIyhcjww]llBh#fy
ivz
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
11/89
kZvcfw,Gyhknwlkwz,QkpghywMyffjob
CkefKJ,B{Wphgf,AocfwWojhGvwzobkqh2oc
Hbhqoc,YFJWgyv2c{
KccogfczJykcew,hcw,ZyhjfyAofwKczfnykz{
AodcMlvf}on,^kekpfjkh,JoykzowGollhioyh2oc
YfjIvll,Htf,[ovZvifczfyzhkcbfcz
Qhyh,Ghl}kcElfkc,NoonlfWpffj
Coekh,Zo{ozh
Kcco}h2oc
HJfbhcjkcnhcjHg]}kwzGvwzobfy
GvlzvyfdhwZhefcO}fy
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
12/89
Moynfzwogkhlbfjkh
~fcffjwogkhlivwkcfww
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
13/89
Zdfyfhl^kekiyhcjwgdhllfcnf
Do~jo~fyfkc}fczwobfomzdfwf
kcjvwzykfw?
Nloihlkczfycfzkcjvwzy{ *8zykllkochccvhll{
Nloihlfjvgh]ockcjvwzy{ *9zykllkochccvhll{
NloihlKZhcjGobbvckgh]ocw *7zykllkochccvhll{
Nloihldfhlzdghyfkcjvwzy{ *:zykllkochccvhll{
Nloihlfcfyn{kcjvwzy{ *=zykllkochccvhll{
Nloihlihcekcnkcjvwzy{ *>zykllkochccvhll{
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
14/89
^kekiyhcjwHBhckmfwzomoyzdf
MvzvyfomIvwkcfww"IoyckcGhchjh
)Wehzfzo
~dfyfzdfpvgekw
nokcn,
cozzo~dfyf
kzkw#)
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
15/89
ZdfGdhllfcnfZojh{
"Zop6Hynvbfczwmoy^kekiyhcjkcn"=Ifcfzwzo^kekiyhcjgobbvck]fw"Zdf80ZdkcnwzoNfzYkndz
"GvlzvyfWvppoy]cnKz"MLKYZBojflIvkljkcnKz"BKLGBojflBhkczhkckcnKz
"Gobbvckz{ZoolwZdf88Gw"Gobbvckz{Bhchnfbfcz86YolfwhcjWvy}f{Yfwvlzw
"6Wvbbhy{Zdovndzw
"X-H
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
16/89
^d{Co~?Zop6hynvbfczwmoy^kekiyhcjkcn
Wogkhl/Gollhioyh]oc/Fcnhnfbfcz
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
17/89
Yfhwoc'8"IvwkcfwwBojflw/Gvlzvyf
IvwkcfwwCffjwzoNfzNfcvkcf
'8ZdfCffjmoyHvzdfc]gkz{hcjZyhcwphyfcg{":9&
'9Zdfykwfomwogkhlcfz~oyew"74&
'7Kcgyfhwkcnyolfom~kyflfww/boiklf"76&
':Gvwzobfyw/pfoplf~hckcnh#fc]ocwphcw"96&
'6Bfjkhmyhnbfczh]oc"99&'=Gdhcnfkcbhwwbhyef]cnffffg]}fcfww"90&
Hnfcz^kljyf"ZdfIvqqYfpoyz,Hpykl9080
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
18/89
Wobfzdkcn{ovIv{ Wobfzdkcn{ovZyvwz Wobfzdkcn{ov^hcz
Wobfzdkcn{ovPyfmfy Wobfzdkcn{ovLo}fWobfzdkcn{ov
Phy]gkphzfKc
H Pyfbkvb Iyhcj kw Co~ h Bhye om PhyzkgkphzkocYfhwoc'9IyhcjKbpfyh]}fw
Phy]gkph]ockwzdfCf~IyhcjGvyyfcg{
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
19/89
8#7IkllkocWogkhlCfz~oyefywNloihll{
Mhgfiooe"=:0bkllkoc,870mykfcjwfhgd,8,000%mhcwpfyphnf
^kekpfjkh9=6bkllkocyfhjfyw8>bkllkochy]glfw
Z~k#fy8;0bkllkoc,8;0mollo~fywfhgd$hfy9{yw+
LkcefjKc808bkllkoc,=8mykfcjwfhgd,84;kcjftocpowz"nyhj[ovZvif"8::bkllkocvckxvfboczdl{}kwkzoyw~hzgd/9;9bkcvzfwpfyboczd
Mlkgey:6bkllkocbfbifyw/60ikllkocpdozow
Movywxvhyf4bkllkoc/748bkllkocgdfgekcw
Hbhqoc=60bkllkocvwfywhccvhll{,*9:ikllkocwhlfw
NyovpOc76bkllkocvwfywhccvhll{,*600bklkocwhlfw
Xvoyh=00,000yfnkwzfyfjvwfyw
"Wpfcjkcn49&boyf2bfocwogkhlcfz~oyewzdhczdf{jkjlhwz
{fhy
Yfhwoc'7BfjkhWdkw
Zdf^oyljkwGoccfgzfjhcjFcnhnfj
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
20/89
Fcnhnfjiyhcjwjyk}f}hlvf%84&
Coc"fcnhnfjiyhcjw
jfgyfhwfkc}hlvf"=&
Wovygf1Kczfyiyhcj9080IfwzNloihlIyhcjwyfpoyz
Yfhwoc':"FgocobkgYfhwoc"
FcnhnfbfczWfllw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
21/89
G"WvkzfKczfyfwz
ZdfGFO.w'9hcj'7pykoyk]fw
hyfgvwzobfywfy}kgfhcjftpfykfcgf5
Hj}fy]wkcnhcjpyobo]oc
yhce'89hcj'8:
Wovygf1BkgyowoYovcjzhilfWzvj{
Yfhwoc'6Plvwkzw~dhz{ovyGFOghyfw
hiovz$oywdovljghyfhiovz+
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
22/89
^d{WdovljIvwkcfww^kekiyhcj?
=Ifcfzw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
23/89
IyhcjHj}oghg{$Bhyef]cn+"^oyjombovzd"Yfmfyyhl/yfgobbfcjh]oc"Ihjnkcn"Whlfw/zyhg"Yfjvg]ockcbfjkhivjnfzw
IyhcjPfygfp]oc$PY+
"H~hyfcfww/ftpowvyf/WFO"Hckz{"Fbphzd{/yfwpfgz"Lfhjkcjvwzy{goc}fywh]oc
WktIkn^kekiyhcjIfcfzw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
24/89
IyhcjWvppoyz$Gvwzobfywfy}kgf+"Gvwzobfywfy}kgf"Fjvgh]oc/hj}kgf"hlvf"hjjftpfykfcgf"Lfhjkcjvwzy{goc}fywh]oc
IyhcjWfyfcjkpkz{$DY/Goypoyhzf+"Wzoykfw/Kcwpkyh]oc"Goypoyhzfwogkhlyfwpocwkiklkz{"Nhl}hckqffbplo{ffw"Zyhjk]ochlbfjkhkczfyfwz
WktIkn^kekiyhcjIfcfzw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
25/89
IyhcjGoczfcz$Bfjkh/GvwzobfyFtpfykfcgf+"Go"kcco}h]oc/wolv]ocw"Vwfy"nfcfyhzfjGyfh]}f"Vwfy"nfcfyhzfjgoczfcz"Yf}kf~w/yh]cnw
IyhcjKcwkndz$YfwfhygdhcjKcco}h]oc+"Kjfhw]bvlvw"Ifzh"zfw]cn"Bhyefzyfwfhygd/pollkcn"Kcjvwzy{/gobpf]]}fkczfllknfcgf
WktIkn^kekiyhcjIfcfzw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
26/89
KmLviykghczw,WgkwwoywhcjKcwvyhcgfGhcJoKz,
WoGhc[ov
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
27/89
Zdf Yfgkpf moy Wvggfww?
80Mhgzoyw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
28/89
ZdfMLKYZBojflHYfgkpfmoy^kekiyhcjWvggfww
GVLZVYF
GVLZVYF
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
29/89
BHWW
BHYEZKCN
JKYGZ
BHYEZKCN
^KEKIYHCJ
BHYEZKCN
'8"HGvlzvyfGdhcnfkwYfxvkyfj
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
30/89
Zdfyfkwhiknjkfffyfcgfifz~ffc
IfkcnWogkhl
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
31/89
fywvwJokcnWogkhl
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
32/89
ZdfIknnfwz^kekiyhcjkcnWkcw
"Lkwzfckcn,GoczfczhcjMogvw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
33/89
'9"MOGVWBhyy{HllPhy]fwKczfyfwzw/Ghphiklk]fw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
34/89
'9"MOGVWZdyffIknHtkobw
Wogkhl/bfbifycffjw3Gobphc{cffjw
Zdfwogkhlgvwzobfydhw:wfgocjw
Mogvw3Zfgdcolon{
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
35/89
'7LHCNVHNF,GOCZFCZ-
OVZYFHGDjoKlkefzdkw/kwzdfyffcovndomzdkw/ghcKkjfc]m{~kzdzdkw/jozdf{
eco~bf?
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
36/89
LHCNVHNF
Km{ov~ovljczwh{kzkcyfhllkmfzohmykfcj,joczwh{kzoc
zdfwogkhl~fi
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
37/89
GOCZFCZ
KmzdfGvwzobfykwEkcn,zdhcGoczfczkwXvffc
Ilon Bkc7powzwpfy~ffe
"~fll"zhnnfj
Z~ffzwBkc:z~ffzwpfyjh{,~fll
wphgfjhphyz
"60/60goc}fywh]oc/jkwzykiv]oc
]kjfoBkc8}kjfopfyboczd
"Fbifjkcozdfyzdkcnw$ilon,
z~k#fy, Mhgfiooe+
bhklBkc8":cf~wlf#fypfyboczd
Pyolfw$LkcefjKc/Mhgfiooe+
"Pkgzvyfw,MvllIko,Kczfyfwzw
"AokcNyovpw
"Hwe/hcw~fyxvfw]ocw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
38/89
OVZYFHGDWobfomzdfwfpfoplfhyfcozlkefzdfozdfyw,
Moynfz800,000Mollo~fyw,WzhyzhzMkcjkcn8000YfhlMhcw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
39/89
Zdf Ocfw
^do Gyfhzf
Kjfhw
Zdf Ocfw
^do Wpoz -
Wgovz Cf~
Wzvmm
Zdf Ocfw ^doWfll hcj Lfhj
Opkckocw
Zdf Ocfw
^do Pyo}kjf
Gyfjkiklkz{
Zdf Ocfw^do Hzzyhgz
Hzzfczkoc
Zdf Ocfw
^do Goccfgz
- Wpyfhj zdf
^oyj
WffjkcnzdfKcvfcgfyGvy}fhzzdfYkndzZkbf
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
40/89
:KCGFCZKFW-BOZKHZKOCW~dhzwkckzmoybf?
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
41/89
:8
Cf}fyMoynfzDvbhcwhyfDhyj^kyfj
WogkhlHckbhlw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
42/89
If#fylkmf/wvppoy]cnghvwf Gdhllfcnf/gobpf]]oc Gyfh]}kz{ Mvc-fcao{bfcz Nyovpfffoyz/hgdkf}fbfcz Lfhyckcn Wh]wm{kcngvykowkz{ ^hc]cnzobhefhif#fypyojvgz Bffzpfoplfomwkbklhykczfyfwzw
96Gobbvckz{Kcgfc]}fw"Kczykcwkg
Do~joKkjfc;m{~kzd,dflpzdfgobbvckz{
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
43/89
Hiklkz{zoaokcKPgkyglf Hggfwwzoftglvwk}fgdhccflw Hggfwwzoftglvwk}fyfwovygfw Gdhcgfmoy~kjfyMhbf Yfgonck]oc$pffy-gobphc{+ Yfpvzh]ocivkljkcn Yfgonck2oci{gobphc{ Yfpvzh]oci{pffyw
96Gobbvckz{Kcgfc]}fw"Ftzykcwkg
Do~joKhppfhyzoozdfyw?
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
44/89
Gvwzobfywfy}kgf Kcmoybh]oc/hj}kgf 7yjphyz{kcgfc]}fw Gvwzobkqfj/pfywochlkqfj
zyfhzbfcz
Ghwdyf~hyjw Coc"bocfzhy{yf~hyjw Jkwgovczw Kc}kzh2oczo}fczw Pokczwhggvbvlh]oc
96Gobbvckz{Kcgfc]}fw"Ftplkgkz
^dhzkwb{jkyfgz,zhcnkilfyf~hyj?
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
45/89
6YVLFW,NVKJFLKCFW-YKZVHLW~dhzghc/ghczKjodfyf?
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
46/89
FtpfykfcgfMhgklkzh]oc Lfnhl-FzdkghlGocgfycw Fbplo{ffPolkgkfw O~cfywdkp Wvppoyz,Zyhkckcnhcj
Gfy]gh]oc
Ykzvhlw/Gvwzobw
Yvlfw"EojheNoojFbpo~fykcnYvlfw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
47/89
=ZOOLW-PLHZMOYBdo~hcj~dfyfjofwkz~oye?Hdobfhcjh~h{nhbf
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
48/89
ZdfZdyffDfhjfjPlhsoyb^oylj
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
49/89
Dh}fhDobf,CfvzyhlhcjH~h{
Nhbf
Dobf1^fiwkzf
Ilon
Gobbvckz{
Moyvbw
H~h{1WogkhlCfz~oyew
WdhykcnWkzfw
OzdfyIlonw
Kcvfcgfyw
Cfvzyhl1IyhcjPhnfw
PfywochlPyolfw
YWWMffj
MhgfiooeGoccfgz
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
50/89
ZdfDobfNhbfGobbvckz{Plhsoyb
FBGWbhyzGvwzobfy"Jyk}fcPlhsoybGdokgfGykzfykh1
^fiwkzf%O~cfjGobbvckz{%HlkhzfjGobbvckz{
"Z{pfomWo~hyf/Lhcnvhnf"Gowz,Yfwovygfw-Zkbf"Gvwzobkqh]oc"Wghlhiklkz{-Vwhiklkz{"Wfgvykz{-O~cfywdkp
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
51/89
Hbhqoc
"Jfwkncfjmoy
Wogkhlcfww
HbhqocJfwkncfjmoyWogkhlcfww
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
52/89
Wobfyoobw{ov
Plh{ Fczfyzhkc
FwghpfGoc}fywf
Lfhyc Gyfhzf
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
53/89
wokzkw~kzdwogkhlbfjkh
Plh{ Fczfyzhkc
FwghpfGoc}fywf
Lfhyc Gyfhzf
Iv{
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
54/89
ZdfGoyf80moyhIvwkcfww
ZoolBfzhpdoykghlYoob Oynhckqh2ochlIfcfzw
8 Mhgfiooe"ZdfLk}kcnYoob"Vikxvkz{,Wogkhlcfww,Kczfnyh]oc7 LkcefjKc"ZdfOgf"IzoI,Jfhlw,PyomfwwkochlGobbvckz{:
Z~k#fy"ZdfMyoczPoygd"Zyfcjw,kyhlcfww,Lhvcgdfw> Ilon"ZdfNhyjfc"Cf~w,Gobbfczw,Mffjw,WFO
4 Gobbvckz{WkzfZdfPool"Mhcw,JffpFcnhnfbfcz; [ovZvif"ZYoob"Fczfyzhkcbfcz,Pyf}kf~w,kjfo80FbhklPyo}kjfyZdfBhkliot"Ovziovcj,Goccfg]oc,Mhcw88Mlkgey"ZdfNhllfy{"Pdozow,Hy]wzw,Gflfiykz{89^kek"^oyewdop"Gollhioyh]oc,Mhcgobbvckz{87WlkjfwdhyfZdfLkiyhy{"Zdovndzlfhjfywdkp,Zyfcjw,Kjfhw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
55/89
ZdfH~h{Nhbf"Eyh"ZdfZoolwom^oyjomBob
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
56/89
BkczgobGoccfgzfjhcjH~fwobf
^dfyf[ovHyf
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
57/89
>GOBBVCKZ[BHCHNFBFCZ~do~klllfhjzdfgoc}fywh]oc?
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
58/89
[ovghcEffpHc{ioj{Dhpp{Kck]hll{,Do~Jo
[ovNfzZdfbZoWzh{kcLo}f
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
59/89
Gobbvckz{WvggfwwMhgzoyw
ZopKcnyfjkfczw
'8"Zdfgvwzobfy/bfbifyftpfykfcgfpyo}kjfjFtfgv]oc
'9"Hgoc}fywh]oc~oyzd{kjfh/gocgfpzWzyhzfn{
'7"Glfhyoiafg]}f/bkwwkoc/}hlvfwzhzfbfczGvlzvyf
':"Ftpfyzbojfyh]oc/jkhlonvfbhchnfbfczFtfgv]oc
'6"Nyfhzwfy}kgf/yfwpocwk}fcfwwFtfgv]oc'="Hnyfhzpyojvgz/iyhcjWzyhzfn{
'>"Zdfxvhlkz{omzdfpfoplf/bfbifyw~dophy]gkphzfFtfg
'4"Zdfgvlzvyfomhgobphc{ Gvlzvyf
';"Hwzyocngobbvckz{"ivkljkcnpyogfwwFtfgv]oc
'80"Hiklkz{zojfbocwzyhzf}hlvf Wzyhzfn{'88"Gyfh]}kz{/fczfyzhkcbfcz}hlvfFtfgv]oc
'89"Myfxvfcg{omhg]}kz{hcjpyfwfcgfFtfgv]oc
'87"Goczfczzdhzkwyflf}hczhcjmyfwdFtfgv]oc
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
60/89
Gobbvckz{Bo]}h]oc
^d{JoPfoplfAokc
'8"WogkhlGoccfg]oc
'9"WdhyfjGobbvckz{hlvfw/Gvlzvyf
'7"Ftpyfwwkoc/Gyfh]}kz{/fc]cn
':"Fwzhilkwdkcnkcvfcgf~kzdef{jfgkwkocbhefyw
'6"HggfwwzoWpfgkhlKcmoybh]oc/Hj}kgf'="HppfhlkcnzoDoiikfw/Kczfyfwzw
'>"Bhekcnhjkfffyfcgf/zobh#fy/wvppoyzhghvwf
'4"Co}flz{/Fczfyzhkcbfcz/Mvc
';"Gvl]}h]cnYfpvzh]oc/Wzhzvw
'80"Bvzvhlkw]gyflh]ocwdkp$zdf{~kc/{ov~kc+'88"Iyhcj/Gobphc{Yfwochcgf
'89"Coc"bocfzhy{yf~hyj/wvppoyz
'87"Hgdhllfcnfomlhzfczwekllwhcjzhlfczw
'8:"Bocfzhy{yf~hyj/wvppoyz
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
61/89
Gobbvckz{Kbphwwfw
Dvyjlfw
'8"Gobphc{gvlzvyf
'9"Lhgeomftfgv]}f/bhchnfykhlwvppoyz
'7"Zoogoczyollkcn
':"Lhgeomhvzdfc]gkz{/nfcvkcffcnhnfbfcz
'6"Lhgeomgobbvckz{lfhjfywdkp
'="Kcffffg]}fbfhwvyfbfcz
'>"Lhgeomyflf}hczwekllwompfoplfkc}ol}fj
'4"Coglfhypvypowf
';"Lhgeomocnokcnwzyhzfn{/plhc
'80"Lhgeomkc}fwzbfcz'88"Kchiklkz{zolkcebfbifyhcjgobphc{oiafg]}fw
'89"Colkcezoivwkcfwwoiafg]}fw
'87"Lk#lfjkhlonvfoykczfyhg]oc
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
62/89
4LKMFWZHNFOMZDFGOBBVCKZ[~dfcjo~fcffjzohjhpz?
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
63/89
ZdfLkmfWzhnfomWogkhlBfjkh/Gobbvckz{
Myfwdpyojvgfjgoczfcz
Dkndlkndzgoczykiv]oc
Kcgfc]}fwpkzgdfj
Cfz~oyefj
Wffjfjhvjkfcgf
Bklfwzocfhgdkf}fbfcz
Vwfynfcfyhzfjgoczfcz
Kcgfc]}fwbhzfykhlkqfj
Bhwwwvppoyzfj
Ftpfgzfjg{glfomhg]}kz{Ftphcwkoc
Iyohjfcfjmogvw
Gobphc{gvlzvyfgdhcnf
Wflm"no}fychcgf
Zkfyfjbfbifywdkp
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
64/89
;BFZYKGW,BFHWVYFBFCZ,KCWKNDZW-YOK~dhzjo~fbfhwvyfhcjlooemoy?
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
65/89
Wogkhl Bfjkh Bfhwvyfbfcz " Co Wkl}fy Ivllfz Moybvlh
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
66/89
"BfhwvyfZdfHpplhvwf,Cozzdf
H#fcjhcgf
"Zy{bhc{wbhllzfwzhilfftpfykbfczw
"Dh}fnohlw,zyhgeo}fy]bf
Jkmmfyfcz Iyhcj [hyjwzkgew
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
67/89
80GVLZVYF-OYNHCKQHZKOCHLGDHCNFdo~~kll~fifgdhcnfj?
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
68/89
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
69/89
Oy^dfckcJoviz,^dhz^ovljGdhylkfWdffc
Jo
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
70/89
ZvyckcnVwfyw,GvwzobfywhcjGocwvbfyw
KczoHvzdoyw,Pyojvgfyw,Wgovzw,ZfwzfywhcjGollhioyhzoyw-Iyohjghwzfyw
KczoGobbvckz{Bfbifyw,
Hj}oghzfw,Hbihwwhjoyw
hcjF}hcnflkwzw
Zdkcezhce/Wovcjkcn
Iohyj
Wgovz/B{wzfy{Wdoppfy
Hj}kwoy{Govcgkl/Ghvwf
Zoygdifhyfy
WffjfjHjopzfy/
Ifzh Zfwzfy
Gvwzobfy
Vwfy
Gocwvbfy
Gollhioyhzoy/Pyojvgfy
F}hcnflkwz/Hbihwwhjoy/
Hj}oghzf
Gobbvckz{Bfbify/
]KP Kcwkjfy
Iyhcj Mhc
Gobbvckz{Bhczyh"ZyfhzfjGvwzobfywlkefKPMhcw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
71/89
ZdfZoolwZdf88GwomGobbvckz{
"Gobbvckgh2oc/Goczfczk#f# pdozo/}kjfo/hlivbw/cf~w"Gobpf22oc k#f# yf~hyjw, goczfwzw, wzhzvw"Gvwzobkqh2ock#f# ~kjnfzw, h}hzhyw, pyomklfw"Goc}fywh2ock#f# ilonw, moyvbw, gobbfczw"Goccfg2oc k#f# bfwwhnkcn, kczfnyhzkoc, mffjw"Gobbvckz{k#f# wogkhl cfz~oyew, nyovpw, zfhbw"Ghzfnoykqh2oc k#f# zhnnkcn, wfgzkocw, lf}flw, lkwzw"Gollfg2}f^kwjobk#f# yhzkcn, yhcekcn, }ozkcn, pollw"Go"Gyfh2oc/Gollhioyh2ock#f# GNB, kjfhw, yf}kf~w"Goczftzvhltzfcwkocwk#f# boiklf, ommlkcf, oclkcf, KB"Gvlzvyfivkljkcnk#f# yfgyvkzbfcz, fcnhnfbfcz, ghvwfw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
72/89
Gobbvckz{808"MovyWxvhyf
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
73/89
Gobbvckz{908
KczvkzIzoIGobbvckz{Ivkljfy
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
74/89
Gobbvckz{908
"Zdyfhjlfww
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
75/89
Gobbvckz{908
"FBG
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
76/89
Gobbvckz{708
"BoqkllhMkyfmot
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
77/89
Gobbvckz{708
"BoqkllhMkyfmot
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
78/89
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
79/89
Gobbvckz{BhchnfbfczWvy}f{
Pyflkbkchy{Wzhzw
tglvwk}kz{omGobbvckz{"Gobplfzfl{Opfc9;&
"Opfcivzcffjpyf}kovwftpfykfcgf~kzdpyojvgz9:&
"Opfc,yfxvkyfwxvhlkgh]oc:8&
"Glowfj =&
Do~JoZdf{YfgyvkzGobbvckz{Bfbifyw
Fbplo{ffw
Z~k#fy$oyozdfybkgyoilonnkcnplhsoyb+
Mhgfiooe
JkwgvwwkocMoyvbw
Zyhjk]ochlPY
JfjkghzfjGobbvckz{Poyzhl
Goc}fywkocom~fiwkzf}kwkzoyw
IlonnfyOvzyfhgd
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
80/89
Gobbvckz{Bhchnfyw
ZdfWogkhl^fiwIfwzPhyz{Dowz
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
81/89
8 Gobbvckgh]oc9 GoczfczGyfh]oc7 Gobphc{/iyhcjf}hcnflkwb: Bfbify/Gvwzobfywvppoyz6 OcnokcnMhgklkzh]oc= BfzykgwYfpoy]cn> F}fczDowz4 Gobbvckz{F}olv]oc/MfhzvyfJf}flopbfcz; KczfychlYhll{kcnGy{80Gobbvckz{Hjbkckwzyh]oc88BfbifyYfgyvkzbfcz/Gyo~jwovygkcn
ZopZhwewomGobbvckz{Bhchnfyw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
82/89
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
83/89
Lf}fyhnf[ovyO~cGyo~j
DowzFbplo{ff/Gvwzobfy/PyomfwwoyKjfhahbw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
84/89
Mkcj[ovyYfhlDhyjgoyfMhcw
Kc}kzfzdfbkczoZdfMyoczYo~oyOcWzhnf
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
85/89
NoHdfhj,kzwOEzoMLKYZ
8 Mogvw9 Lhcnvhnfhcj
Goczfcz
6# Kcgfc]}fw,Bo]}h]ocwhcjOvzyfhgd
># Yvlfw,NvkjflkcfwhcjYkzvhlw
4# ZoolhcjPlhsoybw
m
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
86/89
Zdfyfkwocl{ocfzdkcnkczdf~oylj
~oywfzdhcifkcnzhlefjhiovz,hcjzdhzkwcozifkcnzhlefjhiovz Owghy^kljf,ZdfPkgzvyfomJoykhcNyf{
Kch~oyljomco]bf,h#fc]ochcjzyvwzjocz
plh{kzwhmfoymollo~ozdfyw
[ k G k B
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
87/89
[ovyokgfGobbvckz{Bhchnfbfcz
Z~k#fy1@gobbvckz{nvyvw
d#p1//~~~wvy}f{bocef{gob/w/9088~kekgobbvck]fw
60wvy}f{xvfw]ocw{ovhl~h{w
~hczfjzoeco~
Hggfwwzoyfwfhygdhdfhjom]bf
Gdhcgfzo~kc^kekiyhcjiooewhcjh~oyewdop
Lk}ff}fcz/wfbkchyw
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
88/89
Kc}kzfVwIhge,Lo}f
Vw,Zfll90PfoplfZ~k#fy1
@~kekiyhcjw
Mhgfiooephnfhcj=ozdfywogkhlftzfcwkocw
Ifgobfhchbihwwhjoy
Goczhgzbf1wbo#@hnfcz~kljyfgob
-
8/7/2019 Wikibrands, Wikicommunities - How to Manage the World of Engaged Brands
89/89
Lfzw Wzhyz Zdf Goc}fywhzkoc
Kcxvkyf1 wbommkzz $hz+ hnfcz~kljmkyf#gob
@wfhcbommkzz
Pdocf1 :8="966":600 t99=
VYL1 ~~~#Hnfcz^kljmkyf#gob
Ilonw1 dzzp1//IvqqGhcvge#z{pfphj#gob/
~~~#wpyfhjwlkef~kljmkyf#gob
Ftployf1 Zdf Ivqq Yfpoyz $f"cf~wlfzzfy+Wkncvp hz ~~~#Hnfcz^kljmkyf#gob
Lfhyc1 Ftfgvzk}f OB Wfbkchyw