Building 21st Century Tribes

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Darren Sharp's presentation to the Web 3.0 & The Future of Social Media conference held in Sydney 3-4 June 2010.

Forward thinking organisations understand the power of utilising social media channels to market their products and services. This presentation provides practical tips for creating your own tribes of customers using the powerful social infrastructure of the future web.

- How to build your own tribe using social media
- Why it's still all about engagement
- How to leverage user-generated context
- Future trends in p2p resource sharing, the Internet of Things & social objects
- What's the new rental boom?

Published in: Technology, Business

Building 21st Century Tribes

  1. 1. Building 21st Century Tribes Darren Sharp Social Media Strategist dasharp@gmail.com +61 (0)419 314 655 Web 3.0 & The Future of Social Media twitter.com/dasharp Sydney Thu 3 June 2010
  2. 2. Darren Sharp Consulting • Social media marketing campaigns • Online community building • Engagement strategies, policies & guidelines • Training & workshops
  3. 3. http://www.flickr.com/photos/leonie_x/255868332/
  4. 4. http://www.flickr.com/photos/andreasnilsson1976/433172619/
  5. 5. Tribes are a group of people • connected to one another; • connected to a leader; • connected to an idea
  6. 6. John Robb - resilient communities The key to building modern-day tribes is by manufacturing fictive kinship: “A sense of connectedness that leads to the creation of loyalty to the group” http://bit.ly/rIH5l
  7. 7. Story telling http://www.flickr.com/photos/usag-yongsan/2574708264/
  8. 8. Rites of passage http://www.flickr.com/photos/lovehate/2725128457/
  9. 9. Obligations http://www.flickr.com/photos/jungle_boy/153090193/
  10. 10. Egalitarian organisation http://www.flickr.com/photos/ryanr/142455033/
  11. 11. Multi-skilled http://www.flickr.com/photos/herr_hartmann/448478567/
  12. 12. Two-way loyalty http://www.flickr.com/photos/enriqueburgosgarcia/3487129616/
  13. 13. How does this relate to social media & the future web?
  14. 14. Story telling
  15. 15. Rites of passage
  16. 16. Rule of Engagement Intel’s Social Media Guidelines • Stick to your area of expertise • Post meaningful, respectful comments • Always pause and think before posting • Respect proprietary information • When disagreeing with others’ opinions, keep it appropriate and polite http://www.intel.com/sites/sitewide/en_us/social-media.htm
  17. 17. Sharing
  18. 18. Multi-skilled
  19. 19. Two-way loyalty
  20. 20. Where are we heading?
  21. 21. The Internet of Things • New engagement spaces emerging • Infrastructure for object linking using RFID • Developed for use in supply chain management • Any physical object could be connected to the Internet with it’s own unique IP address
  22. 22. Social Objects • Any form of media that can be shared • Provide opportunities for social interaction to occur • Increase connectedness between friends in a social network • Think blogs, tags, comments, reviews, tweets and p2p conversations
  23. 23. Physical Objects as Social Objects • Where has the object been? • How does it relate to other objects? • Why did the object change owners? • What materials is the object made from? • Who made the object?
  24. 24. Physical Objects as Social Objects http://www.flickr.com/photos/the-lab/120958951/
  25. 25. P2P Resource Sharing • People are sharing p2p resources in the physical world • New services cater to trends in sustainable consumption & the experience economy • Immense opportunities to build tribes using social media & the Internet of Things
  26. 26. The new rental boom http://neighborgoods.net/
  27. 27. The new rental boom http://rentalic.com/
  28. 28. The new rental boom http://renttherunway.com/
  29. 29. The new rental boom www.lovemeandleaveme.com
  30. 30. 21st Century Tribes • Tribes can add value by bringing“user- generated context” to every physical object in the Internet of Things • Interpret, find, personalise & bring meaning • Overlay of social data linked to object relationships (where, how, why, what, who?) • Massive possibilities for social connection, marketing & customer engagement
  31. 31. Summary • Manufacturing “fictive kinship” is the key to building modern-day tribes; • Social media communities have followed similar rules to build loyalty; • New possibilities for social engagement through The Internet of Things; • Social objects are vital for connectedness; • The physical world is going social • What new tribes can we build together?
  32. 32. Thank You! Darren Sharp Social Media Strategist dasharp@gmail.com +61 (0)419 314 655 twitter.com/dasharp

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