It's not all about you. The social workshop at the Attention summit in April defined success in the social maze and how it can be achieved. Social tribes are made up of people looking to connect to one another, brands need to become the facilitators of online conversations in order to cultivate these audiences and create advocacy. No one likes push marketing, the "fit in to stand out" message doesn't work any more and brands are better off adopting a "I'm just going to leave this here" mindset when it comes to their tribe in social.

1. TRIBAL SUCCESS IN THE SOCIAL MAZE
IT'S NOT ALL ABOUT YOU
#ATTENTIONSUMMIT @ADIDO

2. THIS TALK WILL
NOT HELP
THIS QUARTER’S
FIGURES

3. WE’RE ALL TIRED OF PUSH MARKETING
Anyone in here
work in
advertising or
marketing?

5. DEMOGRAPHIC DANGERS
DON’T FENCE ME IN

7. SOCIAL HAS CHANGED
WE ARE SOCIALLY CONSCIOUS

8. BUT BUSINESSES ARE NOT EVOLVING

9. • 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…

10. SOCIAL TRIBALISM

11. 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

13. EXAMPLE 1: FOOTBALL

14. EXAMPLE: BEARDED VILLAINS
“WE ARE A BROTHERHOOD OF ELITE BEARDED MEN FROM ALL OVER THE WORLD”

15. EXAMPLE: CROSSFIT
WHAT THEY BUY? ANYTHING TO MAKE THEM THE BEST – NANO’S, PROTEIN AND MANY
ALIGN THEMSELVES WITH A BRAND.

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

17. 1. PURPOSE
SAME DESIRES… TROPHY, EPIC BEARD, FITTEST ON EARTH

18. 2. IDENTITY

19. 3. PLATFORM
A PLACE TO UNITE..

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

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

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

23. IGNITE YOUR TRIBE’S EMOTIONS + PASSIONS
EXPOSED, 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.
Lonely
Pressure
Expectations
Determination
Honest

25. “ 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?

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

27. DISPOSING OF EMOTIONLESS INFORMATION

28. THE SOCIAL ORGANISM
FEED – TRANSPORT - RESPIRATION – REGULATION – EXCRETING BAD CONTENT -
GROWTH – NUTRITION

29. EXAMPLE - ETSY RESOLUTION - PASSION PROJECT
FOR NEW ETSY USERS

30. ETSY + DESIGN TRUST COLLABORATION
CAPTURED BY THE TRIBE..

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

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

33. DON’T SELL – “FIT IN TO STAND OUT”
HAVE MORE OF A “I’M JUST GOING TO LEAVE THIS HERE”
APPROACH.. (KNOWING SMILE)

34. TAKEOVER + COLLABORATION
@PAYPAL @STATRAVEL @AIRBNB

35. BRAND + INFLUENCERS + BRAND
COLLABORATIONS
LAYER IT UP!

36. LET THE TRIBE TALK FOR YOU..
USER GENERATED CONTENT

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

38. 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

39. • Download the slides
• Check out the Adido Blog
• Tweet us..
TALK TO US..
@Coopacooper@DigitalSheriff @Adido