The document summarizes key lessons from a study on the tribalization of business. It discusses how social media has enabled tribal behaviors in customers and employees. Tribalization focuses on consumer tribes defined by behaviors rather than market segments defined by characteristics. It also emphasizes thinking in terms of movements rather than marketing programs and networks rather than channels. New management thinking is needed to leverage communities that form with or without a company's direct help.

1. THE TRIBALIZATION OF BUSINESS WORKSHOP PREPARED FOR THE BRITE CONFERENCE 03/05/09

4. What’s this tribal thing all about? TRIBALISM IS THE VERY FIRST SOCIAL SYSTEM THAT HUMAN BEINGS EVER LIVED IN, AND IT HAS LASTED MUCH LONGER THAN ANY OTHER KIND OF SOCIETY TO DATE. (WIKIPEDIA)

5. Why now? SOCIAL MEDIA HAPPENED… A PLATFORM AND CULTURE OF PARTICIPATION HAS EMERGED – GIVING POWER TO ALL YOUR EMPLOYEES, CUSTOMERS AND PROSPECTS TO BEHAVE THE WAY THEY WERE HARDWIRED TO BEHAVE – HUMANLY, TRIBALLY

13. Movements vs. Market Programs A Successful MARKETING PROGRAM (will need continuous attention) A Successful Scrapbooking MOVEMENT (Going by itself)

19. Any questions? Francois Gossieaux Partner, Beeline Labs e. [email_address] w. http://www.beelinelabs.com b. http://www.emergergencemarketing.com c. http://www.marketingtwo.net p. http://www.cmotwo.com Ed Moran Director of New Product Innovation, Deloitte e. [email_address] w. http://www.deloitte.com Tribalization of Business Site http://www.tribalizationofbusiness.com