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?

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. Darren Sharp Consulting
• Social media marketing campaigns
• Online community building
• Engagement strategies, policies & guidelines
• Training & workshops

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

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

6. Tribes are a group of people
• connected to one another;
• connected to a leader;
• connected to an idea

7. 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

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

9. Rites of passage
http://www.flickr.com/photos/lovehate/2725128457/

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

11. Egalitarian organisation
http://www.flickr.com/photos/ryanr/142455033/

12. Multi-skilled
http://www.flickr.com/photos/herr_hartmann/448478567/

13. Two-way loyalty
http://www.flickr.com/photos/enriqueburgosgarcia/3487129616/

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

15. Story telling

16. Rites of passage

17. 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

18. Sharing

19. Multi-skilled

20. Two-way loyalty

21. Where are we heading?

22. 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

23. 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

24. 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?

25. Physical Objects as Social Objects
http://www.flickr.com/photos/the-lab/120958951/

26. 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

27. The new rental boom
http://neighborgoods.net/

28. The new rental boom
http://rentalic.com/

29. The new rental boom
http://renttherunway.com/

30. The new rental boom
www.lovemeandleaveme.com

31. 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

32. 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?

33. Thank You!
Darren Sharp
Social Media Strategist
dasharp@gmail.com
+61 (0)419 314 655
twitter.com/dasharp