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Biz jul2010

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  • Brands go online with a power position stance They assume online works like offline They create brand places where they wait for people to show up
  • The usual economic incentives have disappeared from the book's world. Whuffie has replaced money , providing a motivation for people to do useful and creative things. A person's Whuffie is a general measurement of his or her overall reputation, and Whuffie is lost and gained according to a person's favorable or unfavorable actions. The question is, who determines which actions are favorable or unfavorable? In Down and Out , the answer is public opinion. Rudely pushing past someone on the sidewalk will definitely lose you points from them (and possibly bystanders who saw you), while composing a much-loved symphony will earn you Whuffie from everyone who enjoyed it. A gross Whuffie score looks the same to everyone viewing it, but a weighted Whuffie score is subjective. This meta-Whuffie takes into account right-handed Whuffie (the amount given by people you like) and left-handed Whuffie (given by people you dislike). Another variety is pity Whuffie, given to those who are down on their luck.
  • Transcript

    • 1. Brand and social capital Bogdana Butnar MD MRM Worldwide bogdanatheplanner.blogspot.com Twitter.com/Bogdana
    • 2. Props to
      • Cory Doctorow
      • Faris Yakob
      • Tara Hunt
      • Alan
      • Wikipedia
      • People who like to bitch about other people’s presentations and scare them into writing silly slides like this one
    • 3. Initial ideas
      • We have less money
      • We will have even less
    • 4. Initial ideas
      • Marketing gets cut first because it’s easiest and because this is a barbarian economy
    • 5. Initial ideas
      • When marketing gets cut you look for the cheap way to touch people
    • 6. Initial ideas
      • People are online now and online everything is free *
      * Please please understand that I am being sarcastic
    • 7. Initial ideas
      • You go online
    • 8. Joke time
      • A stranger walks into a bar and goes up to a pretty lady and says “Hey hon, wanna do the horizontal mambo tonight?”. The lady slaps him in the face and says “You jerk, I don’t even know you. What do you take me for? A hooker.”
      • The stranger says: “No. A customer.”
    • 9. Moving on ideas
      • Brands online act like bullies
      • - talk about themselves constantly
      • - forcefully enter people’s private spaces
      • - piggie back on people’s content
      • - show disinterest in communities
      • - fail to respond and interact
      • - patronize
    • 10.  
    • 11. Theory
      • Online, brands need to acquire the Whuffie factor to get away with being what they are
    • 12. A person's Whuffie is a general measurement of his or her overall reputation, and Whuffie is lost and gained according to a person's favorable or unfavorable actions
    • 13.
      • Social capital
      Whuffie =
    • 14. 1916
      • the networks that a person possesses and that he/she may use in a social integration purpose, it is more the disposition to create, maintain and develop such networks that constitutes real social capital
    • 15. What does this mean?
      • Do lots of creative things
      • Join networks and interact with them
      • Be humble and friendly
      • Listen
      • Pay for the drinks (give out freebies)
      • Stand tall
      • Reply immediately
      • Never assume you’re better
      • Smile
    • 16. What does this mean?
      • Do lots of creative things
      • Join networks and interact with them
      • Be humble and friendly
      • Listen
      • Pay for the drinks
      • Stand tall
      • Reply immediately
      • Never assume you’re better
      • Smile
      = Do lots of creative things = start accounts / post relevant things = talk about what they care ab = take comments = give out freebies or test drives = be transparent ab ur mistakes = reply immediately = take advice from your users Smile
    • 17. What the brands will need
      • lots of freedom
      • lots of open minded CEOs
      • lots understanding of technology
      • lots of humility
      • lots of transparency
      • lots of courage
    • 18.
      • Get high impact
      Got Whuffie =

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