Joakim Formo is Senior Researcher at the User Experience Lab at the research department of the global telecommunications company Ericsson. In this presentation Joakim shows an intriguing concept under the working name the Social Web of Things. It is a platform and an interaction model currently under development at Ericsson Research, and a result of their research on how most people could easily interact with large numbers of interconnected smart objects, and intuitively understand the internet of things as something new yet quite familiar.