How to Make a Gabillion
Dollars With
Community Marketing
...or something to that
effect
by
tara ‘missrogue’ hunt
citizen agency

#1.
duh.

another way to make a gabillion
dollars online is to...

right place.

right time.

dumb luck.

they didn’t have a clue.

it was a little side project to
impress a girl.

she hired her cousin who was
a college drop-out to do the
marketing.

the little bastards got lucky.

it’s all TechCrunch’s fault

we build communities.

a bunch.

do you wanna know why?

they don’t care what you have
to say, sell or even give away

the majority of the buying
decisions we make is through
word of mouth

i’m not that unique

“there are three kinds of lies: lies,
damned lies, and statistics”
Mark Twain

SOCIAL CAPITAL

does not act the same way as
currency.

Connections
+ Time
= Trust
= The basis of SOCIAL CAPITAL

credibility matters

without SOCIAL CAPITAL

influencer

[someone with heaps and
heaps of social capital]

it’s really as simple as that

trust

5 sure-fire steps to transform
yourself from a...

into a

[and maybe even an influencer]

loyalty

word of mouth

5 sure-fire steps to transform
yourself from a...

into a

#1.
turn that bullhorn inwards

impersonal

this how you are
treating your customers
I - IT
this is you

this how you need to treat
your customers
I - YOU
this is you

INreach

#2.
become part of the
community you serve

a. know who your customer is

b. what itch am I scratching?

c. why would they give a damn?

differentiate now

some people may even give a
damn.

give a damn yourself

customer satisfaction is your
best marketing tool

#3.
create amazing experiences

design for maximum
happiness

ma.gnolia’s

#4.
embrace the chaos

what about blueprints?

1. It will prepare you for anything.
2. It will prevent you from making
assumptions.
3. It will reduce your stress levels.
4. It will open new doors.
5. It will allow you to fail gracefully.
6. It will allow you to be utterly agile.

foundation

1. Stop moving and look around you until you see
everything clearly.
2. Transfer the knowledge.
3. Every time you feel anxiety, acknowledge it.
4. Define your own measure of success.
5. Get outside of your personal circle.
6. Realize that everything is out of your control
anyway.
7. Have patience.

the last sure-fire step

whuffie?

SOCIAL CAPITAL

I don’t think that “fictional”
future is too far off...

trust.

the gift economy

what can you give away that
won’t leave you broke?

#5.
find your higher purpose.

you just have to find a way to
give back to the community

“nerd values”

“doing well by doing good”

“We don't think of ourselves as do-gooders or altruists.
It's just that somehow we're trying our best to be run
with some sense of moral compass even in a business
environment that is growing.”
Craig Newmark, founder, Craigslist (SFGate 2004]

what can you give away that
won’t leave you broke?

www.avantgame.com/projects.htm

• democratize
• open up
• bridge
• give love
• value something bigger

social capital
[aka whuffie]

5 sure-fire steps to transform
yourself from a...

into a

1. Turn that bullhorn inwards
2. Become part of the community you serve
3. Create amazing experiences for your
customers
4. Embrace the chaos
5. Find your higher purpose

p.s. the competition is fierce there, too. ;)

licensing:
http://www.slideshare.net/missrogue

about those rockin’ images:
• Many are from iStockphoto.com (totally cool site)
• except for:
• kid superhero: http://www.flickr.com/photos/wiseacre/153532248/
• laughing girls: http://www.flickr.com/photos/60852569@N00/242746787/
• kissing couple: http://www.flickr.com/photos/teointarifa/490408075/
• joyous woman: http://www.flickr.com/photos/lugolounge/6780004/
• purple cow: http://www.flickr.com/photos/foxicat/13446472/
• listen graffiti: http://www.flickr.com/photos/striatic/133146861/
• conehead puppy: http://www.flickr.com/photos/klapow/39693385/
• holocaust wall: http://www.flickr.com/photos/b-tal/179390300/
• nerd finger: http://flickr.com/photos/bayat/7491311/
• snowflakes: http://www.flickr.com/photos/tin-g/90143310/
• a screenshot of my friendwheel: http://apps.facebook.com/friendwheel
• and the logos & screengrabs I stole from all of the respective sites...

some references
• Craig Newmark Quote: http://sfgate.com/cgi-bin/article.cgi?f=/c/a/
2004/08/15/NEWMARK.TMP
• Avant Game: http://www.avantgame.com
• Cruel 2 B Kind: http://www.cruelgame.com
• Microformats: http://www.microformats.org
• OpenID: http://www.openid.net
• Creative Commons: http://www.creativecommons.org
• BarCamp: http://barcamp.org
• Coworking: http://coworking.info
• Ma.gnolia: http://ma.gnolia.com
• Pop Sugar: http://www.popsugar.com
• Friend Wheel: http://apps.facebook.com/friendwheel
• Great internet stats: http://pewinternet.org
• Whuffie: http://en.wikipedia.org/wiki/Whuffie
• Porn addiction recovery: http://www.no-porn.com/

Tara Hunt
tara@citizenagency.com
415.694.1951
skype: tarahunt747
www.citizenagency.com
www.horsepigcow.com