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Page 1: Building 21st Century Tribes

Building 21st Century Tribes

Darren SharpSocial Media [email protected]+61 (0)419 314 655twitter.com/dasharp

Web 3.0 & The Future of Social MediaSydney Thu 3 June 2010

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Darren Sharp Consulting

• Social media marketing campaigns

• Online community building

• Engagement strategies, policies & guidelines

• Training & workshops

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http://www.flickr.com/photos/leonie_x/255868332/

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http://www.flickr.com/photos/andreasnilsson1976/433172619/

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• connected to one another;

• connected to a leader;

• connected to an idea

Tribes are a group of people

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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

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Story telling

http://www.flickr.com/photos/usag-yongsan/2574708264/

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Rites of passage

http://www.flickr.com/photos/lovehate/2725128457/

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Obligations

http://www.flickr.com/photos/jungle_boy/153090193/

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Egalitarian organisation

http://www.flickr.com/photos/ryanr/142455033/

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Multi-skilled

http://www.flickr.com/photos/herr_hartmann/448478567/

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Two-way loyalty

http://www.flickr.com/photos/enriqueburgosgarcia/3487129616/

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How does this relate to social media & the future web?

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Story telling

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Rites of passage

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Rule of Engagement

http://www.intel.com/sites/sitewide/en_us/social-media.htm

• 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

Intel’s Social Media Guidelines

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Sharing

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Multi-skilled

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Two-way loyalty

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Where are we heading?

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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

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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

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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?

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Physical Objects as Social Objects

http://www.flickr.com/photos/the-lab/120958951/

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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

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The new rental boom

http://neighborgoods.net/

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The new rental boom

http://rentalic.com/

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The new rental boom

http://renttherunway.com/

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The new rental boom

www.lovemeandleaveme.com

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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

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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?

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Thank You!

Darren SharpSocial Media [email protected] +61 (0)419 314 655twitter.com/dasharp


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