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Building 21st Century Tribes Darren Sharp Social Media Strategist [email protected] +61 (0)419 314 655 twitter.com/dasharp Web 3.0 & The Future of Social Media Sydney Thu 3 June 2010

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?

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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

Page 2: Building 21st Century Tribes

Darren Sharp Consulting

• Social media marketing campaigns

• Online community building

• Engagement strategies, policies & guidelines

• Training & workshops

Page 3: Building 21st Century Tribes

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

Page 4: Building 21st Century Tribes
Page 5: Building 21st Century Tribes

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

Page 7: Building 21st Century Tribes

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

Page 8: Building 21st Century Tribes

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

Page 17: Building 21st Century Tribes

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

Page 18: Building 21st Century Tribes

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

Page 23: Building 21st Century Tribes

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

Page 24: Building 21st Century Tribes

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?

Page 25: Building 21st Century Tribes

Physical Objects as Social Objects

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

Page 26: Building 21st Century Tribes

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

Page 27: Building 21st Century Tribes

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

Page 31: Building 21st Century Tribes

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

Page 32: Building 21st Century Tribes

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?

Page 33: Building 21st Century Tribes

Thank You!

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


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