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.
  • Biz jul2010

    1. 1. Brand and social capital Bogdana Butnar MD MRM Worldwide bogdanatheplanner.blogspot.com Twitter.com/Bogdana
    2. 2. Props to <ul><li>Cory Doctorow </li></ul><ul><li>Faris Yakob </li></ul><ul><li>Tara Hunt </li></ul><ul><li>Alan </li></ul><ul><li>Wikipedia </li></ul><ul><li>People who like to bitch about other people’s presentations and scare them into writing silly slides like this one </li></ul>
    3. 3. Initial ideas <ul><li>We have less money </li></ul><ul><li>We will have even less </li></ul>
    4. 4. Initial ideas <ul><li>Marketing gets cut first because it’s easiest and because this is a barbarian economy </li></ul>
    5. 5. Initial ideas <ul><li>When marketing gets cut you look for the cheap way to touch people </li></ul>
    6. 6. Initial ideas <ul><li>People are online now and online everything is free * </li></ul>* Please please understand that I am being sarcastic
    7. 7. Initial ideas <ul><li>You go online </li></ul>
    8. 8. Joke time <ul><li>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.” </li></ul><ul><li>The stranger says: “No. A customer.” </li></ul>
    9. 9. Moving on ideas <ul><li>Brands online act like bullies </li></ul><ul><li>- talk about themselves constantly </li></ul><ul><li>- forcefully enter people’s private spaces </li></ul><ul><li>- piggie back on people’s content </li></ul><ul><li>- show disinterest in communities </li></ul><ul><li>- fail to respond and interact </li></ul><ul><li>- patronize </li></ul>
    10. 11. Theory <ul><li>Online, brands need to acquire the Whuffie factor to get away with being what they are </li></ul>
    11. 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
    12. 13. <ul><li>Social capital </li></ul>Whuffie =
    13. 14. 1916 <ul><li>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 </li></ul>
    14. 15. What does this mean? <ul><li>Do lots of creative things </li></ul><ul><li>Join networks and interact with them </li></ul><ul><li>Be humble and friendly </li></ul><ul><li>Listen </li></ul><ul><li>Pay for the drinks (give out freebies) </li></ul><ul><li>Stand tall </li></ul><ul><li>Reply immediately </li></ul><ul><li>Never assume you’re better </li></ul><ul><li>Smile </li></ul>
    15. 16. What does this mean? <ul><li>Do lots of creative things </li></ul><ul><li>Join networks and interact with them </li></ul><ul><li>Be humble and friendly </li></ul><ul><li>Listen </li></ul><ul><li>Pay for the drinks </li></ul><ul><li>Stand tall </li></ul><ul><li>Reply immediately </li></ul><ul><li>Never assume you’re better </li></ul><ul><li>Smile </li></ul>= 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
    16. 17. What the brands will need <ul><li>lots of freedom </li></ul><ul><li>lots of open minded CEOs </li></ul><ul><li>lots understanding of technology </li></ul><ul><li>lots of humility </li></ul><ul><li>lots of transparency </li></ul><ul><li>lots of courage </li></ul>
    17. 18. <ul><li>Get high impact </li></ul>Got Whuffie =

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