TRIBAL SUCCESS IN THE SOCIAL MAZE

IT'S NOT ALL ABOUT YOU

#ATTENTIONSUMMIT @ADIDO

THIS TALK WILL NOT HELP THIS QUARTER’S FIGURES

WE’RE ALL TIRED OF PUSH MARKETING

Anyone in here work in advertising or marketing?

DEMOGRAPHIC DANGERS DON’T FENCE ME IN

SOCIAL HAS CHANGEDWE ARE SOCIALLY CONSCIOUS

BUT BUSINESSES ARE NOT EVOLVING

• It’s not all about you, its about your audiences

• Its about engagement and cultivating audiences that will give you advocacy

• More than ever you need to understand your brand, your unique users and

learn how to provide the content and ability for people to love your brand

• We no longer define by mass society concepts, pockets of people are

collating, in fact they are thriving

…HENCE THE TITLE

HERE’S HOW…

SOCIAL TRIBALISM

TRIBAL CHARACTERISTICS

• Tribes are looking for people to

connect them to one another

• Brands should look to redefine

themselves to become facilitators of

the conversation online

• Becoming the glue holding people

together

EXAMPLE 1: FOOTBALL

EXAMPLE: BEARDED VILLAINS

“WE ARE A BROTHERHOOD OF ELITE BEARDED MEN FROM ALL OVER THE WORLD”

EXAMPLE: CROSSFITWHAT THEY BUY? ANYTHING TO MAKE THEM THE BEST – NANO’S, PROTEIN AND MANY

ALIGN THEMSELVES WITH A BRAND.

WHY YOUR TRIBE STICKS TOGETHER.. (ITS IN THEIR BLOOD)

1. PURPOSESAME DESIRES… TROPHY, EPIC BEARD, FITTEST ON EARTH

2. IDENTITY

3. PLATFORMA PLACE TO UNITE..

4. TRUST WORKING TOGETHER, WITH THE SAME AGENDA, NO DARK SECRETS.. SHADY PRACTICE..

STAY TRUE TO YOUR BRAND MESSAGE AT ALL COSTS.. OR YOUR FANS WILL FIND A MORE HONEST BRAND

IF YOU SUPPORT THE ENVIRONMENT..DON’T PROMOTE EXCESS..

IGNITE YOUR TRIBE’S EMOTIONS + PASSIONSEXPOSED, HONEST AND IMPACTFUL..

Took away the romance of being a athlete and delivered the truth. Exposed the struggle from start to finish with a haunting call to the end of the road, his final Olympics. Relatable - Key emotions triggered that most people can identify with.

LonelyPressure ExpectationsDeterminationHonest

“ It shows the raw things I’ve gone through to

get to the point where I’m at. And that’s

something a lot of the public hasn’t seen…. It

brought tears to my eyes, it brought tears to

Nicole’s eyes. My mother, without question

tears – multiple times during the commercial.

And the music makes it too. I think it’s a deep

commercial and it’s really incredible how they

did it.” - Phelps

HOW IT MADE MICHAEL FEEL…

HOW DID IT MAKE YOU FEEL?

EMOTIONS = CONNECTION WITH PRODUCT WHAT FEELINGS TURN THEM TOWARDS YOUR PRODUCT?

DISPOSING OF EMOTIONLESS INFORMATION

THE SOCIAL ORGANISM FEED – TRANSPORT - RESPIRATION – REGULATION – EXCRETING BAD CONTENT -

GROWTH – NUTRITION

EXAMPLE - ETSY RESOLUTION - PASSION PROJECT FOR NEW ETSY USERS

ETSY + DESIGN TRUST COLLABORATION CAPTURED BY THE TRIBE..

FROM BRAND TO USER MANAGED GROUP CREATE, CULTIVATE AND LET IT GO..

WHERE ARE YOUR AUDIENCE THEY DICTATE THE SOCIAL CHANNELS NOT YOU..

DON’T SELL – “FIT IN TO STAND OUT” HAVE MORE OF A “I’M JUST GOING TO LEAVE THIS HERE”

APPROACH.. (KNOWING SMILE)

TAKEOVER + COLLABORATION@PAYPAL @STATRAVEL @AIRBNB

BRAND + INFLUENCERS + BRAND COLLABORATIONS LAYER IT UP!

LET THE TRIBE TALK FOR YOU.. USER GENERATED CONTENT

LET GO, RELAX AND SEE WHAT HAPPENS.. AND WHAT THE TRIBE WANTS FROM YOU.. IT’S FAVOURITE BRAND..

1. Get out of the push mind-set. Don’t sell. Just be yourself.

2. Find your tribe, from persona to platform.

3. Join the conversation and let it flow.

4. When they love you, let them go and self-create.

5. Take the essence of your tribe and work with other brands to grow.

…SO TO RECAP

• Download the slides

• Check out the Adido Blog

• Tweet us..

TALK TO US..

@Coopacooper@DigitalSheriff @Adido