The Essential Smart Marketer’s Bookshelf Shelf I – The 15 Community/ Collaboration All-Stars brought to you by:

The Essential Smart Marketer’s Bookshelf Our Mission: To sift through the raft of marketing, business, innovation literature and provide a prescription of all-star reading delight and wise preparation for the new culture, marketplace and economy

Our Mission:

To sift through the raft of marketing, business, innovation literature and provide a prescription of all-star reading delight and wise preparation for the new culture, marketplace and economy

A Business and Cultural Imperative “ Marketing is too important to be left to the Marketing Department” David Packard

“ Marketing is too important to be left to the Marketing Department”

David Packard

The Essential Smart Marketer’s Bookshelf – Who Is It For: - Kickass Insight Researchers - Culture Mappers & Shapers - Organizational Change Agents - Passionate Brand Evangelists - Engaged Community Managers - Retooling CMOs - Business Savvy Publishers - Big Brained Marketeers - Mad Innovators - Social Media Junkies - Business Visionaries - Wide-Eyed Entrepreneurs - Corporate Mavericks - Progress-Minded Execs - Customer Centric Managers -

- Kickass Insight Researchers

- Culture Mappers & Shapers

- Organizational Change Agents

- Passionate Brand Evangelists

- Engaged Community Managers

- Retooling CMOs

- Business Savvy Publishers

The Essential Smart Marketers’ Bookshelf Series of 6 – The 125 Published All-Stars Shelf I – Community/Collaboration (15) Shelf II – Word of Mouth/Buzz Books (25) Shelf III – New Branding/Innovation (20) Shelf IV – Experience, Authenticity and Remarkability Books (20) Shelf V – Big Ideas (25) Shelf VI – Social Media (20)

Shelf I – Community/Collaboration (15)

Shelf II – Word of Mouth/Buzz Books (25)

Shelf III – New Branding/Innovation (20)

Shelf IV – Experience, Authenticity and Remarkability Books (20)

Shelf V – Big Ideas (25)

Shelf VI – Social Media (20)

#1 - Wikinomics – How Mass Collaboration Changes Everything Author(s) : Don Tapscott and Anthony Williams Status: “Iconic” Publish Date: December, 2006 Claim to Fame: New York Times Best Seller

Author(s) : Don Tapscott and Anthony Williams

Status: “Iconic”

Publish Date: December, 2006

Claim to Fame: New York Times Best Seller

#1 - Wikinomics – Quote to Sum it Up “ Leaders have seized on collaboration as a powerful new lever to cut costs, innovate faster, co-create with customers, and usher their organizations into the twenty-first century business environment.”

“ Leaders have seized on collaboration as a powerful new lever to cut costs, innovate faster, co-create with customers, and usher their organizations into the twenty-first century business environment.”

#1 – Wikinomics Explained Concepts/Sections: Peer pioneers Ideagoras Prosumers New Alexandrians Platforms for participation Global plant floor Wiki workplace Examples Facebook Flickr Second Life You Tube The Human Genome Wikipedia InnoCentive Linux Key Idea: Openness, Peering, Sharing, and Acting Globally The Conversation Continues @: http://www.wikinomics.com/blog/

Concepts/Sections:

Peer pioneers

Ideagoras

Prosumers

New Alexandrians

Platforms for participation

Global plant floor

Wiki workplace

Examples

Facebook

Flickr

Second Life

You Tube

The Human Genome

Wikipedia

InnoCentive

Linux

#2 – Crowdsourcing – Why The Power of the Crowd is Driving the Future of Business Author(s) : Jeff Howe Status: “Variety/Bank of Evidence ” Publish Date: August, 2008 Claim to Fame: Contributing Editor of Wired; coined the term “crowdsourcing” in 2006

Author(s) : Jeff Howe

Status: “Variety/Bank of Evidence ”

Publish Date: August, 2008

Claim to Fame: Contributing Editor of Wired; coined the term “crowdsourcing” in 2006

#2 Crowdsourcing – Quote to Sum It Up “ The amount of knowledge and talent dispersed among the human race has always outstripped our capacity to harness it. Crowdsourcing ­corrects that—but in doing so, it also unleashes the forces of creative destruction.”

“ The amount of knowledge and talent dispersed among the human race has always outstripped our capacity to harness it. Crowdsourcing ­corrects that—but in doing so, it also unleashes the forces of creative destruction.”

#2 – Crowdsourcing Explained Concepts/Sections: Marketocracy Fall of Firm Self Responsibility Community Contribution Breaking Down into Small Units Benevolent Dictator Sturgeon’s Law The 10% Rule Examples iStockphoto Threadless P&G Longitude Cincy Moms Digg Barrack Obama IBM Cambrian House Key Idea: Crowds Create, Crowds Know (provide solutions, Crowds Think (vote on best), Crowds Fund The Conversation Continues @: http://crowdsourcing.typepad.com/

Concepts/Sections:

Marketocracy

Fall of Firm

Self Responsibility

Community Contribution

Breaking Down into Small Units

Benevolent Dictator

Sturgeon’s Law

The 10% Rule

Examples

iStockphoto

Threadless

P&G

Longitude

Cincy Moms

Digg

Barrack Obama

IBM

Cambrian House

#3 - We Are Smarter Than Me – How To Unleash the Power of Crowds in Your Business Author(s) : Barry Libert & Jon Spector Status: “Profiteering from 2.0” Publish Date: October 2007 Claim to Fame: In the true spirit of collaboration, drew upon 4,000 people from a wiki community to write the book

Author(s) :

Barry Libert & Jon Spector

Status: “Profiteering from 2.0”

Publish Date: October 2007

Claim to Fame: In the true spirit of collaboration, drew upon 4,000 people from a wiki community to write the book

#3 We Are Smarter Than Me – Quote to Sum It Up “ Now all that individual brainpower is tied together and amplified by the power of technology: The new and potent "we" is far smarter than any singular "me." For the first time, humans can act in mass collaboration, using the kind of collective intelligence once reserved for ants and bees—but now with human IQ driving the mix. The result is a quantum increase in the world's ability to conceive, create, compute, and connect. We are only beginning to comprehend the consequences.”

“ Now all that individual brainpower is tied together and amplified by the power of technology: The new and potent "we" is far smarter than any singular "me."

For the first time, humans can act in mass collaboration, using the kind of collective intelligence once reserved for ants and bees—but now with human IQ driving the mix. The result is a quantum increase in the world's ability to conceive, create, compute, and connect. We are only beginning to comprehend the consequences.”

#3 – We Are Smarter Than Me Explained Concepts/Sections: How To Use Communities Which Functions Effective moderation Balance structure with independence Manage risk Define success Implement effective metrics Tools and processes Culture and leadership Examples CurrentTV Virgin Mobile USA Brewtopia Zebo Prosper and Zopa Mastercard Reevoo Cookshack SugarCRM Common Angels Dell Amazon Key Idea: How to use social networking and community in your business, driving better decision-making and greater profitability The Conversation Continues @: http://www.wearesmarter.org/

Concepts/Sections:

How To Use Communities

Which Functions

Effective moderation

Balance structure with independence

Manage risk

Define success

Implement effective metrics

Tools and processes

Culture and leadership

Examples

CurrentTV

Virgin Mobile USA

Brewtopia

Zebo

Prosper and Zopa

Mastercard

Reevoo

Cookshack

SugarCRM

Common Angels

Dell

Amazon

#4 – Tribes – We Need You To Lead Us Author(s) : Seth Godin Status: “The A-Lister Gets All Groupie/An Anthem” Publish Date: October 2008 Claim to Fame: A Companion Book

Author(s) : Seth Godin

Status: “The A-Lister Gets All Groupie/An Anthem”

Publish Date: October 2008

Claim to Fame:

A Companion Book

#4 Tribes – Quote to Sum It Up “ It's tempting to make the tribe bigger, to get more members, to spread the word. This pales, however, when juxtaposed with the effects of a tighter tribe. A tribe that communicates more quickly, with alacrity and emotion, is a tribe that thrives.”

“ It's tempting to make the tribe bigger, to get more members, to spread the word. This pales, however, when juxtaposed with the effects of a tighter tribe. A tribe that communicates more quickly, with alacrity and emotion, is a tribe that thrives.”

#4 – Tribes Explained Concepts/Sections: 5 Steps Publish your manifesto Make it easy for your followers to connect to you Make it easy for your followers to connect with each other Realize that money is not the point of a movement Track your progress (get your followers involved in building your tribe and accomplishing its goals). Three ways: Find the lonely Connect the seekers Create a new one where none existed Authentic generosity Balloon factories (and unicorns) Curiosity (vs. fundamentalism) Heresy (vs. status quo) Faith (vs. religion) Micromovement Passion (vs. bureaucracy) Reinvention (vs. perfection), Tribe (vs. factory) Examples Red Hat ladies Piano World Roller Derby Squidoo Wine Library TV Kiva Nature Conservancy Red Sox Nation Etsy Longaberger Little Missmatch Starbucks Key Idea: The punchline is that the only way to lead a tribe is to lead it. And that means that marketing is now about leadership, about challenging the status quo and about connecting people who can actually make a difference The Conversation Continues @: http://www.squidoo.com/tribesbook

Concepts/Sections:

5 Steps

Publish your manifesto

Make it easy for your followers to connect to you

Make it easy for your followers to connect with each other

Realize that money is not the point of a movement

Track your progress (get your followers involved in building your tribe and accomplishing its goals).

Three ways:

Find the lonely

Connect the seekers

Create a new one where none existed

Authentic generosity

Balloon factories (and unicorns)

Curiosity (vs. fundamentalism)

Heresy (vs. status quo)

Faith (vs. religion)

Micromovement

Passion (vs. bureaucracy)

Reinvention (vs. perfection),

Tribe (vs. factory)

Examples

Red Hat ladies

Piano World

Roller Derby

Squidoo

Wine Library TV

Kiva

Nature Conservancy

Red Sox Nation

Etsy

Longaberger

Little Missmatch

Starbucks

#5 - Herd – How to Change Mass Behaviour By Harnessing our True Nature Author(s) : Mark Earls Status: “Mass Behaviour’s Sherlock Holmes” Publish Date: January, 2007 Claim to Fame: Former Oglivy Account Planner, his work was characterized as “Malcolm Gladwell on Speed”

Author(s) : Mark Earls

Status: “Mass Behaviour’s Sherlock Holmes”

Publish Date: January, 2007

Claim to Fame: Former Oglivy Account Planner, his work was characterized as “Malcolm Gladwell on Speed”

#5 Herd – Quote to Sum It Up “ I know that when an idea is interesting it creates energy … whereas most of our methodologies don’t look at that as an indicator.”

“ I know that when an idea is interesting it creates energy … whereas most of our methodologies don’t look at that as an indicator.”

#5 – Herd Explained Concepts/Sections: Interaction Influence Us-Talk Just Believe (Re-) Light The Fire Co-Creativity Letting Go Examples Amarillo (Peter Kay) Apple Desmond Tutu Arctic Monkeys Cardigan Bay Cranium Jaime Oliver Dove Tremor Honda UK Key Ideas: We’re hardwired social, individuals are unreliable, interaction is the big “how”, rethink targeting, word of mouth is key, find beliefs and live them, co-create, redefine management The Conversation Continues @: http://herd.typepad.com/

Concepts/Sections:

Interaction

Influence

Us-Talk

Just Believe

(Re-) Light The Fire

Co-Creativity

Letting Go

Examples

Amarillo (Peter Kay)

Apple

Desmond Tutu

Arctic Monkeys

Cardigan Bay

Cranium

Jaime Oliver

Dove

Tremor

Honda UK

#6 Convergence Culture – Where Old and New Media Collide Author(s) : Henry Jenkins Status: “Participation Pop Culturist” Publish Date: August, 2006 Claim to Fame: Head of MIT Comparative Media Studies; expert on the effect of audience participation in digital culture

Author(s) : Henry Jenkins

Status: “Participation Pop Culturist”

Publish Date: August, 2006

Claim to Fame: Head of MIT Comparative Media Studies; expert on the effect of audience participation in digital culture

#6 Convergence Culture – Quote to Sum It Up “ None of us really know how to live in this era of media convergence, collective intelligence and participatory culture. These changes are producing anxieties and uncertainties, even panic, as people imagine a world without gatekeepers and live with the reality of expanding corporate media power.”

“ None of us really know how to live in this era of media convergence, collective intelligence and participatory culture. These changes are producing anxieties and uncertainties, even panic, as people imagine a world without gatekeepers and live with the reality of expanding corporate media power.”

#6 – Convergence Culture Explained Concepts/Sections: Knowledge community Reality TV Grassroots Creativity Media Literacy Photoshop for Democracy Politics of Participation Democratizing Television Affective Economics Transmedia Storytelling Modding Community Examples Star Wars fan Films Atom Films West Wing Survivor Harry Potter ChillOne American Idol The Matrix The Apprentice Pokemon Key Ideas: A new participatory culture of consumers can be utilized for popular success and increased exposure, sometimes threateningly. The Conversation Continues @: http://henryjenkins.org/

Concepts/Sections:

Knowledge community

Reality TV

Grassroots Creativity

Media Literacy

Photoshop for Democracy

Politics of Participation

Democratizing Television

Affective Economics

Transmedia Storytelling

Modding Community

Examples

Star Wars fan Films

Atom Films

West Wing

Survivor

Harry Potter

ChillOne

American Idol

The Matrix

The Apprentice

Pokemon

#7 – The Starfish and The Spider – The Unstoppable Power of Leaderless Organizations Author(s) : Ora Brafman & Rod Beckstrom Status: “Headless Catalysts” Publish Date: January, 2007 Claim to Fame: Stanford MBAs, also co-founders of Global Peace Networks and Vegan Action

Author(s) : Ora Brafman & Rod Beckstrom

Status: “Headless Catalysts”

Publish Date: January, 2007

Claim to Fame: Stanford MBAs, also co-founders of Global Peace Networks and Vegan Action

#7 The Starfish & The Spider – Quote to Sum It Up “ What’s the difference between a starfish and a spider? A spider has a head. If you cut off the head, the spider dies. If you cut off a spider leg, the spider survives as a seven legged spider. But a starfish has no head. If you cut a starfish in half, it makes two starfish. Indeed, if you cut off a leg of some starfish, they’ll grow—from that leg—a whole new starfish.”

“ What’s the difference between a starfish and a spider? A spider has a head. If you cut off the head, the spider dies. If you cut off a spider leg, the spider survives as a seven legged spider. But a starfish has no head. If you cut a starfish in half, it makes two starfish. Indeed, if you cut off a leg of some starfish, they’ll grow—from that leg—a whole new starfish.”

#7 – The Starfish and The Spider Explained Concepts/Sections: Diseconomies of Scale Network effect Power of chaos Knowledge at the edge Everyone wants to contribute Beware the hydra response Catalysts rule *Values* are the heart of any organization or network Measure, monitor, and manage Flatten or be flattened Three Approaches Drive change in your competitors' ideology Force them to become centralized Decentralize yourself Examples Al Qaeda Apaches Toyota Craigslist Burning Man Oprah’s book Club Skype Alcoholics Anonymous Key Idea: Decentralized starfish organizations are changing the face of business and the world. The Conversation Continues @: http://www.starfishandspider.com/

Concepts/Sections:

Diseconomies of Scale

Network effect

Power of chaos

Knowledge at the edge

Everyone wants to contribute

Beware the hydra response

Catalysts rule

*Values* are the heart of any organization or network

Measure, monitor, and manage

Flatten or be flattened

Three Approaches

Drive change in your competitors' ideology

Force them to become centralized

Decentralize yourself

Examples

Al Qaeda

Apaches

Toyota

Craigslist

Burning Man

Oprah’s book Club

Skype

Alcoholics Anonymous

#8 – Here Comes Everybody – The Power of Organizing without Organizations Author(s) : Clay Shirky Status: “Open Source Insurrectionist” Publish Date: February, 2008 Claim to Fame: Professor New Media, NYU, once appeared on a Colbert report and has his own Shirky’s law "Equality. Fairness. Opportunity. Pick Two”

Author(s) : Clay Shirky

Status: “Open Source Insurrectionist”

Publish Date: February, 2008

Claim to Fame: Professor New Media, NYU, once appeared on a Colbert report and has his own Shirky’s law "Equality. Fairness. Opportunity. Pick Two”

#8 Here Comes Everybody – Quote to Sum It Up “ Our electronic networks are enabling novel forms of collective action, enabling the creation of collaborative groups that are larger and more distributed than at any other time in history. The scope of work that can be done by noninstitutional groups is a profound challenge to the status quo.”

“ Our electronic networks are enabling novel forms of collective action, enabling the creation of collaborative groups that are larger and more distributed than at any other time in history. The scope of work that can be done by noninstitutional groups is a profound challenge to the status quo.”

#8 – Here Comes Everybody Explained Concepts/Sections: New technologies = new groups Ladder – Sharing – Cooperation - Collection Action Shared Awareness Publish then Filter Everyone is a Media Outlet Tools for the Purpose Technology leads to new behaviors Tragedy of the Commons Examples Boston Globe Catholic Church Buffy the Vampire Howard Dean Flickr LiveJournal Dodgeball MySpace NYPD Belarus Flash Mobs Perl Key Ideas: Open source teaches us that the communal can be at least as durable as the commercial. The question “Do the people who like it take care of each other?” turns out to be a better predictor of success than “What’s the business model?” . The Conversation Continues @: http://www.herecomeseverybody.org/

Concepts/Sections:

New technologies = new groups

Ladder – Sharing – Cooperation

- Collection Action

Shared Awareness

Publish then Filter

Everyone is a Media Outlet

Tools for the Purpose

Technology leads to new behaviors

Tragedy of the Commons

Examples

Boston Globe

Catholic Church

Buffy the Vampire

Howard Dean

Flickr

LiveJournal

Dodgeball

MySpace

NYPD

Belarus Flash Mobs

Perl

#9 – The Wisdom of Crowds – Why The Many are Smarter Than the Few Author(s) : James Surowiecki Status: “The Wise and Financially Astute Gamer” Publish Date: May, 2004 Claim to Fame: New Yorker writer of “The Financial page”, married to Slate’s editor of Culture

Author(s) : James Surowiecki

Status: “The Wise and Financially Astute Gamer”

Publish Date: May, 2004

Claim to Fame: New Yorker writer of “The Financial page”, married to Slate’s editor of Culture

#9 The Wisdom of Crowds – Quote to Sum It Up “ There's no real evidence that one can become expert in something as broad as "decision making" or "policy" or "strategy." Auto repair, piloting, skiing, perhaps even management: these are skills that yield to application, hard work, and native talent. But forecasting an uncertain future and deciding the best course of action in the face of that future are much less likely to do so. And much of what we've seen so far suggests that a large group of diverse individuals will come up with better and more robust forecasts and make more intelligent decisions than even the most skilled "decision maker .”

“ There's no real evidence that one can become expert in something as broad as "decision making" or "policy" or "strategy." Auto repair, piloting, skiing, perhaps even management: these are skills that yield to application, hard work, and native talent.

But forecasting an uncertain future and deciding the best course of action in the face of that future are much less likely to do so. And much of what we've seen so far suggests that a large group of diverse individuals will come up with better and more robust forecasts and make more intelligent decisions than even the most skilled "decision maker .”

#9 – Wisdom of Crowds Explained Concepts/Sections: Information cascade Congestion pricing Coherent flow Group polarization 3 Types – Cognition, Coordination, Cooperation 4 Elements - Diversity of opinion, Independence, Decentralization, Aggregation 5 Issues - Too homogeneous, Too centralized, Too divided, Too imitative, Too emotional Examples NASA Challenger Who Wants To be a Millionaire Linux Google Page rank American Navy Key Idea: A diverse collection of independently-deciding individuals is likely to make certain types of decisions and predictions better than individuals or even experts.

Concepts/Sections:

Information cascade

Congestion pricing

Coherent flow

Group polarization

3 Types – Cognition, Coordination, Cooperation

4 Elements - Diversity of opinion, Independence, Decentralization, Aggregation

5 Issues - Too homogeneous, Too centralized, Too divided, Too imitative, Too emotional

Examples

NASA Challenger

Who Wants To be a Millionaire

Linux

Google Page rank

American Navy

#10 Communities Dominate Brands – Business and Marketing Challenges for the 21 st Century Author(s) : Tomi Ahonen & Alan Moore Status: “The Futurists” Publish Date: March, 2005 Claim to Fame: Consultants & Community visionaries turned Mobile/Wireless pioneers

Author(s) : Tomi Ahonen & Alan Moore

Status: “The Futurists”

Publish Date: March, 2005

Claim to Fame: Consultants & Community visionaries turned Mobile/Wireless pioneers

#10 Communities Dominate Brands – Quote to Sum It Up “ The digitally connected and empowered customer-community is a very recent phenomenon, that is now radically altering how businesses can function. Communities can turn against a brand or support its activities. Putting in context of the other huge business impacts of such radical changes over the past 100 years as TV, credit cards, the internet etc., communities are the single biggest change in a hundred years. Only the advent of electricity had as big an effect.”

“ The digitally connected and empowered customer-community is a very recent phenomenon, that is now radically altering how businesses can function. Communities can turn against a brand or support its activities.

Putting in context of the other huge business impacts of such radical changes over the past 100 years as TV, credit cards, the internet etc., communities are the single biggest change in a hundred years. Only the advent of electricity had as big an effect.”

#10 – Communities Dominate Brands Explained Concepts/Sections: Engagement marketing New marketspace Networked age Digital economics Smart mobs Customer advocacy Generation C (Cell Phones) Examples Thomas Cook Habbo Hotel Lonely Planet Gawker Media, Super Stable Transistor Project, Weekend Warriors Hush Puppies Adidas Guinness American Express Oh My News Red Bull Key Idea: A practical business book on how to capitalize on community power, learning how to embrace and engage them for your advantage and not become a victim of them. The Conversation Continues @: http://www.communities-dominate.blogs.com/brands/

Concepts/Sections:

Engagement marketing

New marketspace

Networked age

Digital economics

Smart mobs

Customer advocacy

Generation C (Cell Phones)

Examples

Thomas Cook

Habbo Hotel

Lonely Planet

Gawker Media,

Super Stable

Transistor Project,

Weekend Warriors

Hush Puppies

Adidas

Guinness

American Express

Oh My News

Red Bull

#11 – Enterprise 2.0 – How Social Software will Change the Future of Work Author(s) : Niall Cook Status: “Community from the Inside-Out” Publish Date: July, 2008 Claim to Fame: Worldwide Director of Marketing Technology at Hill & Knowlton

Author(s) : Niall Cook

Status: “Community from the Inside-Out”

Publish Date: July, 2008

Claim to Fame: Worldwide Director of Marketing Technology at Hill & Knowlton

#11 Enterprise 2.0 – Quote to Sum It Up “ This is not just a technological revolution but also a communications one, and the impact of social software on our industry will be profound…More and more customers and communities will only want to do business with companies that listen to, learn from and utilize social communication. Employees will increasingly expect to be able to use the same participatory tools for communicating in their workplaces as they do for sharing pictures of their children with relatives or connecting with old colleagues and classmates. .”

“ This is not just a technological revolution but also a communications one, and the impact of social software on our industry will be profound…More and more customers and communities will only want to do business with companies that listen to, learn from and utilize social communication.

Employees will increasingly expect to be able to use the same participatory tools for communicating in their workplaces as they do for sharing pictures of their children with relatives or connecting with old colleagues and classmates. .”

#11 – Enterprise 2.0 Explained Concepts/Sections: The Four Cs Approach Cooperation Communication Collaboration Connection The Social Media Explosion - Internal hierarchies are subverted Introducing social software means ceding control Slates and Flatnesses Inside out, bottom up The social structure of the enterprise Encouraging user adoption Bottom-up adoption Top-down support Listen, learn and engage Examples IBM BBC Microsoft Academy Mobile BUPA Janssen-Cilag Oracle Idea Factory Serena Software Spencer Stuart US Defense Hill& Knowlton Key Ideas: Explains the impact that social software will have inside the corporate firewall, and ultimately how staff will work together in the future The Conversation Continues @: http://www.enterprise2dot0.com/

Concepts/Sections:

The Four Cs Approach

Cooperation

Communication

Collaboration

Connection

The Social Media Explosion - Internal hierarchies are subverted

Introducing social software means ceding control

Slates and Flatnesses

Inside out, bottom up

The social structure of the enterprise

Encouraging user adoption

Bottom-up adoption

Top-down support

Listen, learn and engage

Examples

IBM

BBC

Microsoft Academy Mobile

BUPA

Janssen-Cilag

Oracle Idea Factory

Serena Software

Spencer Stuart

US Defense

Hill& Knowlton

#12 Spark – Be More Innovative Through Co-Creatiion Author(s) : John Winsor Status: “Collective Inspiration” Publish Date: November, 2005 Claim to Fame: Crispin Porter and Bogusky VP and Former Active Sports Publisher

Author(s) : John Winsor

Status: “Collective Inspiration”

Publish Date: November, 2005

Claim to Fame: Crispin Porter and Bogusky VP and Former Active Sports Publisher

#12 Spark – Quote to Sum It Up “ Consumers are tough and they're smart, they have choices, they have power, and they like to use it. They understand the world of innovation. They mash together sports and music and film and gaming and art and food and fashion. They ignore the superficial scratch and hiss of brandsters. They are not beyond influence, but they are above manipulation.”

“ Consumers are tough and they're smart, they have choices, they have power, and they like to use it. They understand the world of innovation. They mash together sports and music and film and gaming and art and food and fashion. They ignore the superficial scratch and hiss of brandsters. They are not beyond influence, but they are above manipulation.”

#12 – Spark Explained Concepts/Sections: - Inspired protagonists Customer inspired 4 sources of a corporate ecosystem The team The company The customer The culture. Examples Quiksilver Nike Stonyfield Farm Lego Herman Miller Big Boing Toys Organic Vintners PM gear Patagonia Key Ideas: Co-created inspiration can come from many sources – thoughts shared from 16 of the leading minds of marketing The Conversation Continues @: http://www.johnwinsor.com/

Concepts/Sections:

- Inspired protagonists

Customer inspired

4 sources of a corporate ecosystem

The team

The company

The customer

The culture.

Examples

Quiksilver

Nike

Stonyfield Farm

Lego

Herman Miller

Big Boing Toys

Organic Vintners

PM gear

Patagonia

#13 Consumer Tribes Author(s) : Cova, Kozinets & Shankar Status: “The Anthropologists” Publish Date: May, 2007 Claim to Fame: Leading French, Canadian and U.K. professors

Author(s) : Cova, Kozinets & Shankar

Status: “The Anthropologists”

Publish Date: May, 2007

Claim to Fame:

Leading French, Canadian and U.K. professors

#13 Consumer Tribes – Quote to Sum It Up “ Consumer tribes in this book are doing far more than consume. They do not consume things without changing them. They cannot consume a good without engaging in a dance with a service provider. Participatory culture is everywhere.”

“ Consumer tribes in this book are doing far more than consume. They do not consume things without changing them. They cannot consume a good without engaging in a dance with a service provider. Participatory culture is everywhere.”

#13 – Consumer Tribes Explained Concepts/Sections: Consumption microcultures Brand cultures Brand tribes Brand communities Rituals Examples Star Trek Harry Potter Warhammer Hummer Stockholm Brat Enclave Harley Davidson Tom Petty Pabst Blue Ribbon Nutella Salomon Key Ideas: Social links (networks) are more important than things (i.e. brands). marketers should partner with tribal networks rather study them as consumers. The Conversation Continues @: http://kozinets.net/

Concepts/Sections:

Consumption microcultures

Brand cultures

Brand tribes

Brand communities

Rituals

Examples

Star Trek

Harry Potter

Warhammer

Hummer

Stockholm Brat Enclave

Harley Davidson

Tom Petty

Pabst Blue Ribbon

Nutella

Salomon

#14 – The Wealth of Networks – How Social Production Transforms Markets and Freedom Author(s) : Yochai Benkler Status: “The Academic” Publish Date: August, 2006 Claim to Fame: Professor of Law at Harvard

Author(s) : Yochai Benkler

Status: “The Academic”

Publish Date: August, 2006

Claim to Fame: Professor of Law at Harvard

#14 The Wealth of Networks – Quote to Sum It Up “ We are in the midst of a technological, economic, and organizational transformation that allows us to renegotiate the terms of freedom, justice, and productivity in the information society. How we shall live in this new environment will in some significant measure depend on policy choices that we make over the next decade or so. “

“ We are in the midst of a technological, economic, and organizational transformation that allows us to renegotiate the terms of freedom, justice, and productivity in the information society. How we shall live in this new environment will in some significant measure depend on policy choices that we make over the next decade or so. “

#14 – The Wealth of Networks Explained Concepts/Sections: Economics of Information Production & Innovation Peer Production and Sharing The Economics of Social Production Individual Freedom: Autonomy, Information, and Law Political Freedom: The Trouble with Mass Media Political Freedom Part 2: Emergence of the Networked Public Sphere Cultural Freedom: A Culture Both Plastic and Critical Justice and Development Social Ties: Networking Together Policies of Freedom at a Moment of Transformation The Battle Over the Institutional Ecology of the Digital Environment Examples Second Life Linux IBM Boycott SBG NASA Click Workers Key Ideas: Info, knowledge and culture are central to human development, the way they are created and exchanged is critical to progress, technology is creating radical transformation in our information environments. The Conversation Continues @: http://cyber.law.harvard.edu/wealth_of_networks/Main_Page

Concepts/Sections:

Economics of Information Production & Innovation

Peer Production and Sharing

The Economics of Social Production

Individual Freedom: Autonomy, Information, and Law

Political Freedom: The Trouble with Mass Media

Political Freedom Part 2: Emergence of the Networked Public Sphere

Cultural Freedom: A Culture Both Plastic and Critical

Justice and Development

Social Ties: Networking Together

Policies of Freedom at a Moment of Transformation

The Battle Over the Institutional Ecology of the Digital Environment

Examples

Second Life

Linux

IBM

Boycott SBG

NASA Click Workers

#15 – Marketing to the Social Web – How Digital Communities Build Your Business Author(s) : Larry Weber Status: “The Social Web Agency Enthusiast, but Not A Participant” Publish Date: June 2007 Claim to Fame: Founder of the W2 Group and Chairman of the Massachusetts Innovation and Technology Exchange

Author(s) : Larry Weber

Status: “The Social Web Agency Enthusiast, but Not A Participant”

Publish Date: June 2007

Claim to Fame: Founder of the W2 Group and Chairman of the Massachusetts Innovation and Technology Exchange

#15 Marketing to the Social Web – Quote to Sum It Up ” The future of marketing is a two way street, not a one way message.”

” The future of marketing is a two way street, not a one way message.”

#15 – Marketing to the Social Web Explained Concepts/Sections: Reputation aggregators Conduit strategies Organic search Customer map Web analytics 7 Steps Observe Recruit Evaluate Online Conduits Engage Community Measure Promote Your Community Improve It Examples New York Times Second Life Whole Foods Jeff Jarvis Amazon Shorts Heeling Sports Subservient Chicken Best Buy Communispace Fisher Price Ford Bold Moves Marie Claire Sun Microsystems Key Ideas: S even steps for building customer communities online and four key online conduit strategies: blogs, reputation aggregators, social networks and e-communities The Conversation Continues @: No supporting forum

Concepts/Sections:

Reputation aggregators

Conduit strategies

Organic search

Customer map

Web analytics

7 Steps

Observe

Recruit

Evaluate Online Conduits

Engage Community

Measure

Promote Your Community

Improve It

Examples

New York Times

Second Life

Whole Foods

Jeff Jarvis

Amazon Shorts

Heeling Sports

Subservient Chicken

Best Buy

Communispace

Fisher Price

Ford Bold Moves

Marie Claire

Sun Microsystems

Shop, Engage & Discuss #1 Wikinomics http://www.amazon.com/Wikinomics-Mass-Collaboration-Changes-Everything/dp/1591841933/ref=sr_1_1?ie=UTF8&s=books&qid=1225055420&sr=1-1 http://www.wikinomics.com/blog/ #2 Crowdsourcing http://www.amazon.com/Crowdsourcing-Power-Driving-Future-Business/dp/0307396207 http://crowdsourcing.typepad.com/ #3 We Are Smarter Than Me http://www.amazon.com/We-Are-Smarter-Than-Me/dp/0132244799/ref=si3_rdr_bb_product http://www.wearesmarter.org/ #4 Tribes http://www.amazon.com/Tribes-We-Need-You-Lead/dp/1591842336/ref=cm_cr_pr_product_top http://www.squidoo.com/tribesbook http://triiibes.ning.com/main/authorization/signIn?target=http%3A%2F%2Ftriiibes.ning.com%2F #5 Herd http://www.amazon.com/Herd-Change-Behaviour-Harnessing-Nature/dp/0470060360/ref=sr_1_1?ie=UTF8&s=books&qid=1225114559&sr=1-1 http://herd.typepad.com/ #6 Convergence Culture http://www.amazon.com/Convergence-Culture-Where-Media-Collide/dp/0814742815 http://henryjenkins.org/ #7 The Starfish & The Spider http://www.amazon.com/Starfish-Spider-Unstoppable-Leaderless-Organizations/dp/1591841437 http:// www.starfishandspider.com / #8 Here Comes Everybody http://www.amazon.com/Here-Comes-Everybody-Organizing-Organizations/dp/1594201536 http:// www.herecomeseverybody.org /

#1 Wikinomics

http://www.amazon.com/Wikinomics-Mass-Collaboration-Changes-Everything/dp/1591841933/ref=sr_1_1?ie=UTF8&s=books&qid=1225055420&sr=1-1

http://www.wikinomics.com/blog/

#2 Crowdsourcing

http://www.amazon.com/Crowdsourcing-Power-Driving-Future-Business/dp/0307396207

http://crowdsourcing.typepad.com/

#3 We Are Smarter Than Me

http://www.amazon.com/We-Are-Smarter-Than-Me/dp/0132244799/ref=si3_rdr_bb_product

http://www.wearesmarter.org/

#4 Tribes

http://www.amazon.com/Tribes-We-Need-You-Lead/dp/1591842336/ref=cm_cr_pr_product_top

http://www.squidoo.com/tribesbook

http://triiibes.ning.com/main/authorization/signIn?target=http%3A%2F%2Ftriiibes.ning.com%2F

#5 Herd

http://www.amazon.com/Herd-Change-Behaviour-Harnessing-Nature/dp/0470060360/ref=sr_1_1?ie=UTF8&s=books&qid=1225114559&sr=1-1

http://herd.typepad.com/

#6 Convergence Culture

http://www.amazon.com/Convergence-Culture-Where-Media-Collide/dp/0814742815

http://henryjenkins.org/

#7 The Starfish & The Spider

http://www.amazon.com/Starfish-Spider-Unstoppable-Leaderless-Organizations/dp/1591841437

http:// www.starfishandspider.com /

#8 Here Comes Everybody

http://www.amazon.com/Here-Comes-Everybody-Organizing-Organizations/dp/1594201536

http:// www.herecomeseverybody.org /

Shop, Engage & Discuss #9 The Wisdom of Crowds http://www.amazon.com/Wisdom-Crowds-James-Surowiecki/dp/0385721706/ref=sr_1_1?ie=UTF8&s=books&qid=1225115007&sr=1-1 #10 Communities Dominate Brands http://www.amazon.com/Communities-Dominate-Brands-Tomi-Ahonen/dp/0954432738 http://www.communities-dominate.blogs.com/brands / #11 Enterprise 2.0 http://www.amazon.com/Enterprise-2-0-Niall-Cook/dp/0566088002/ref= pd_bxgy_b_img_b http://www.enterprise2dot0.com/ #12 Spark http://www.amazon.com/SPARK-More-Innovative-Through-Co-Creation/dp/1419503162/ref=si3_rdr_bb_product http:// www.johnwinsor.com / #13 Consumer Tribes http://www.amazon.com/Consumer-Tribes-Shankar-Bernard-Kozinets/dp/0750680245 http://kozinets.net/ #14 The Wealth of Networks http://www.amazon.com/Wealth-Networks-Production-Transforms-markets/dp/0300125771/ref=sr_1_1?ie=UTF8&s=books&qid=1225115059&sr=1-1 http://cyber.law.harvard.edu/wealth_of_networks/index.php?title=Table_of_Contents #15 Marketing to The Social Web http://www.amazon.com/Marketing-Social-Web-Customer-Communities/dp/0470124172

#9 The Wisdom of Crowds

http://www.amazon.com/Wisdom-Crowds-James-Surowiecki/dp/0385721706/ref=sr_1_1?ie=UTF8&s=books&qid=1225115007&sr=1-1

#10 Communities Dominate Brands

http://www.amazon.com/Communities-Dominate-Brands-Tomi-Ahonen/dp/0954432738

http://www.communities-dominate.blogs.com/brands /

#11 Enterprise 2.0

http://www.amazon.com/Enterprise-2-0-Niall-Cook/dp/0566088002/ref= pd_bxgy_b_img_b

http://www.enterprise2dot0.com/

#12 Spark

http://www.amazon.com/SPARK-More-Innovative-Through-Co-Creation/dp/1419503162/ref=si3_rdr_bb_product

http:// www.johnwinsor.com /

#13 Consumer Tribes

http://www.amazon.com/Consumer-Tribes-Shankar-Bernard-Kozinets/dp/0750680245

http://kozinets.net/

#14 The Wealth of Networks

http://www.amazon.com/Wealth-Networks-Production-Transforms-markets/dp/0300125771/ref=sr_1_1?ie=UTF8&s=books&qid=1225115059&sr=1-1

http://cyber.law.harvard.edu/wealth_of_networks/index.php?title=Table_of_Contents

#15 Marketing to The Social Web

http://www.amazon.com/Marketing-Social-Web-Customer-Communities/dp/0470124172

Others Worth Considering Group Genius - Keith Sawyer The Virtual Community – Homesteading on the Electronic Frontier – Howard Rheingold Smart Mobs – The Next Social Revolution - Howard Rheingold Crashing the Gate – Netroots, Grassroots and the Rise of People Powered Politics – Jerome Armstrong The Future of Ideas – The Fate of the Commons in a Connected World – Lawrence Lessig

Group Genius - Keith Sawyer

The Virtual Community – Homesteading on the Electronic Frontier – Howard Rheingold

Smart Mobs – The Next Social Revolution - Howard Rheingold

Crashing the Gate – Netroots, Grassroots and the Rise of People Powered Politics – Jerome Armstrong

The Future of Ideas – The Fate of the Commons in a Connected World – Lawrence Lessig

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