My and mine guildies idea is:
We need a story of the shard, a reason to guild ally or war.
and then we got the idea... create a new world with only one city(or just use existent one) that we need to conquer, to gain some bonus(idk what can be)
permanent war or monthly/weekly, to give a reason to the guilds and not only "i want see u green because we are friend"
Don Vito