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

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

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Agent Wildfire's Essential Marketer's Bookshelf - Top 125 Books - Series I - The Community & Collaboration Books (composed by Sean Moffitt)

Agent Wildfire's Essential Marketer's Bookshelf - Top 125 Books - Series I - The Community & Collaboration Books (composed by Sean Moffitt)

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

  • 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”
    • 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.”
  • #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”
    • 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. “
  • #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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