The Essential Marketer's Bookshelf - Top 125 Books - Series I - Community & Collaboration

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

A Business and Cultural Imperative
“ 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 -

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)

#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

#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.”

#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/

#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

#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.”

#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/

#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

#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.”

#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/

#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

#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.”

#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

#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”

#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.”

#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/

#6 Convergence Culture – Where Old and New Media Collide
Author(s) : Henry Jenkins
Status: “Participation Pop Culturist”
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.”

#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/

#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

#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.”

#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/

#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”

#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.”

#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/

#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

#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 .”

#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.

#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

#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.”

#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/

#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

#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. .”

#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/

#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

#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.”

#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/

#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

#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.”

#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/

#14 – The Wealth of Networks – How Social Production Transforms Markets and Freedom
Author(s) : Yochai Benkler
Status: “The Academic”
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. “

#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

#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

#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.”

#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

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 /

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

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

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