Design Whuffie
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Design Whuffie

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I presented this at An Event Apart on May 4, 2009.

I presented this at An Event Apart on May 4, 2009.

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Design Whuffie Design Whuffie Presentation Transcript

  • design whuffie building stuff into your design to produce mad, passionate, fervent love by: tara ‘missrogue’ hunt
  • wtf
  • is
  • whuffie?
  • http://www.flickr.com/photos/eschipul/437288525/
  • boingboing
  • cory
  • crazy
  • about
  • http://www.flickr.com/photos/stuckincustoms/459418289/
  • he wrote
  • instead of $$
  • =
  • social capital
  • =
  • reputation
  • connections (both strong and weak)
  • influence
  • access to resources/access to more connections
  • favors added up (reciprocity)
  • public accomplishments
  • levels of trust
  • etc.
  • in cory’s future
  • when you
  • http://www.flickr.com/photos/notic/86343146/
  • whuffie
  • score
  • high score
  • =
  • good reputation
  • trust them
  • listen to their advice
  • it also buys you stuff
  • http://www.flickr.com/photos/brraveheart/2072543750/
  • but this should sound
  • familiar
  • this ain’t the future
  • & it ain’t fiction
  • it’s real
  • right now
  • how
  • relate
  • online communities
  • 2,600+ Facebook Friends
  • 26,000+ twitter followers
  • 1,400
  • I have strong or weak connections to
  • I’m not telling you this to show off
  • i’m not that unique
  • Blogs = >115Million+ (+China’s 75M) MySpace = >110Million users Facebook = >80Million users Orkut = >75Million users Twitter = >15 Million
  • people join these online communities
  • to make
  • connections +time = trust the basis of = whuffie
  • authenticity matters
  • if you want to become
  • whuffie rich
  • =
  • have people fall in love with your product/service
  • build long term customer loyalty
  • spread awesome word of mouth
  • you need to build...
  • trust
  • it’s really as simple as that
  • but there is a catch
  • didn’t happen overnight
  • it required a different perspective
  • a lot of time and attention
  • involves
  • 5 principles for raising whuffie
  • #1. turn the bullhorn around
  • b2c communication b4 the internet
  • then came the competition
  • got louder
  • and louder
  • and led to
  • main characteristic
  • impersonal
  • http://www.flickr.com/photos/b-tal/179390300/
  • http://www.flickr.com/photos/tin-g/90143310/
  • which is why people listen to
  • if you are still
  • you’re totally missing out on
  • http://www.flickr.com/photos/striatic/133146861/
  • if you really want to
  • http://www.flickr.com/photos/klapow/39693385/
  • sounds easy, but it isn’t
  • focus on individuals
  • understanding the needs of the entire community
  • that’s totally challenging
  • 8 tips for being a beacon for constant feedback:
  • 1. get advice from experts, but design for the needs of the novice 2. respond to ALL feedback, even when you have to say ‘no thanks’ 3. don’t take negative feedback personally 4. give credit to those whose ideas you implement
  • some ways to give credit • mention contributions in • send a gift certificate or blog posts, tweets and special coupon code videos • schwag and schtuff • name a product or • upgrade their account feature after the contributor (or let them name it) • give the contributor more responsibility • send journalists their way
  • 5. point out and explain changes as you make them 6. make small, continuous improvements 7. go out to find your feedback 8. ignore the haters
  • to really become
  • http://www.flickr.com/photos/klapow/39693385/
  • #2. become part of the community you serve
  • for the ultimate in being able to gr0k ur customers
  • what they want
  • anticipate their needs
  • tune in and turn them on
  • you need to
  • http://www.flickr.com/photos/vaxzine/172651123/
  • collaborate and share with other designers
  • fall in love with what your customers love
  • use competitor’s tools until you love them, too
  • search thru ‘screenshot’ and ‘design patterns’ galleries on flickr
  • read A List Apart
  • go to conferences
  • barcamps
  • codejams
  • meetups
  • and everywhere you can possibly meet creative, tuned in people
  • and you’ll figure out what makes the difference between
  • and then you can...
  • #3. create amazing customer experiences
  • and when I say amazing
  • I mean experiences that lead to
  • http://www.flickr.com/photos/lugolounge/6780004/
  • http://www.flickr.com/photos/teointarifa/490408075/
  • http://www.flickr.com/photos/60852569@N00/242746787/
  • creating these experiences will
  • a couple of ways to do this
  • automagicness
  • automagic: a user experience so seamless that it feels like magic
  • lilgrams.com
  • automagic sign ins
  • automagic posting to the sites of your choice
  • automagic matching of milestones with xif data from photos
  • automagic lilgram sender to pre-defined recipients
  • automagic posting from twitter from the road
  • quicken for iphone
  • automagic demo
  • automagic automagic automagic bank machine spending balance finder update updater
  • tripit.com
  • 1. I book my flight/hotel
  • 2. I forward the confirmation email to plans@tripit.com
  • 3. it’s automagically converted into an itinerary for me
  • an automagic neat and tidy awesome itinerary for me
  • and an iPhone application for more magicness!
  • throwing sheep
  • throwing sheep: ancillary fun, lightweight activities that encourage user participation
  • throwing sheep examples • Facebook poking • Dopplr’s velocity metric • Facebook ‘I Like This’ • Favoriting/starring • Twitter nudging • Virtual gift giving • Most tweets in general • Virtual walls • Ma.gnolia’s give thanks • Pop Sugar’s karma points • Maya’s Mom’s kudos
  • lighten up!
  • lightening up: the ability to inject fun into the most serious & professional interactions
  • virginamerica.com http://www.youtube.com/watch?v=eyygn8HFTCo
  • flickr.com http://flickr.com/photos/joshb/1408947023/
  • some 404 error pages
  • apartmenthomeliving.com
  • d20srd.org
  • tinsanity.net http://tinsanity.net/404
  • horsepigcow.com
  • the email responder is the new 404
  • #4. embrace the chaos
  • controlling the message?
  • heh
  • http://www.flickr.com/photos/wiseacre/153532248/
  • I know...it’s hard to embrace the chaos...
  • long history
  • of fear
  • the fear mongers • corporate espionage • competition • security • litigation • bad-mouthers • mistrust
  • it’s on their shoulders • Legal • Public Relations/Corporate Communications • IT
  • understand the need for security
  • but balance it with the need for openness
  • there are many benefits to openness and transparency
  • benefits of embracing the chaos • you’ll be better prepared for the unexpected • you’ll join in the conversation that is already happening and be welcomed for this move • it will bring in the opportunity for collaboration • it will make your ideas stronger • it will create supporters you didn’t know you had
  • in the old days, you had one chance to get everything just right...
  • today, you have multiple conversations and iterations to build with your customers and audience.
  • Funny how we create our own rat traps in our success. Once we're 'there' we can no longer do the stuff that made us successful in the 1st place.
  • ...or can we?
  • we’re just one more step away from
  • here is some food for thought
  • while money is part of the
  • market economy
  • whuffie is part of the
  • it acts kind of opposite
  • the more you give away, the more whuffie you gain
  • whuffie is only valuable when it circulates
  • and as it circulates, it
  • but we still need to make $$ to pay the rent
  • so the question is...
  • what can you give away that won’t leave you broke?
  • #5. find your higher purpose.
  • born out of passion?
  • serving a need?
  • fighting the good fight?
  • maybe that stuff doesn’t interest you
  • maybe you just want to
  • does it mean that you will be whuffie poor?
  • nah.
  • you just have to find a way to give back to the community
  • the more you give, the more that comes back
  • 5 gifts to give that won’t leave you broke
  • “nerd values” do well by doing good
  • “...compared check-writing and volunteering to cutting the leaves and branches off a tree, where the heart of the business and its ability to impact the world positively is the tree itself.” Gary Hirshberg, CEO, Stonyfield Farms
  • think customer-centrically
  • not customer-centric • • You do everything you can to You have a long list of customer keep your customers on your relations policies. Any website. exception to those policies has to go up the chain of command for approval. • You measure number of visitors and time spent on your website • as whether you are successful. You need to create multiple instructional videos so that your customers will understand • When budgets get tightened, how to use your product. you make cutbacks in areas like customer service, marketing, • support staff and design. You demand social media strategies that win over the ‘influencers’ to blog or tweet • You are bothered by a customer about your product. describing your product in their own words that doesn’t match your brand.
  • customer-centric • • You send customers to other Your customers are doing websites. things with your product you never dreamed and are posting videos. • You measure how many people refer their friends to you as • success. Influencers are adding you as friends on social networks. • You let people feed in their • content from other sites easily. You work with your competitors towards better customer experiences for all. • When budgets get tightened, you tighten operational costs. • You know you compete for your customers’ attention with • Your only customer service everyone. policy is to do right by the customer.
  • help others go further
  • spread love
  • akoha.com
  • value something bigger
  • •do well by doing good •think customer-centrically •help others go further •spread love •value something bigger
  • whuffie
  • will grow over time
  • so combine all of the
  • •turn the bullhorn around •become part of the community you serve •create amazing experiences •embrace the chaos •find your higher purpose
  • you will raise whuffie
  • whuffie rich
  • =
  • better word of mouth
  • repeat sales
  • customer loyalty
  • =
  • big, fat increase to your bottom line
  • which will help you buy stuff
  • http://www.flickr.com/photos/brraveheart/2072543750/
  • which is why whuffie is the wiser way.
  • end.
  • Order Whuffie today! http://thewhuffiefactor.com
  • licensing: http://www.slideshare.net/missrogue
  • about those rockin’ images: • Many are from iStockphoto.com (totally cool site) • except as marked on the photo... • a screenshot of my friendwheel: http:// apps.facebook.com/friendwheel • and the logos & screengrabs I stole from all of the respective sites...
  • some references • Lilgrams http://www.lilgrams.com • TripIt http://www.tripit.com • Akoha.com http://www.akoha.com • Facebook http://www.facebook.com • Twitter http://www.twitter.com • Creative Commons: http://www.creativecommons.org • Quicken: http://quicken.intuit.com/ • Maya’s Mom: http://www.mayasmom.com • Dopplr: http://www.dopplr.com • Friend Wheel: http://apps.facebook.com/friendwheel • Great internet stats: http://pewinternet.org • Whuffie: http://en.wikipedia.org/wiki/Whuffie • 404 Research Lab: http://plinko.net/404/ • More awesome 404: http://www.smashingmagazine.com/ 2009/01/29/404-error-pages-one-more-time
  • Tara missrogue Hunt marketing lead, Intuit Partner Platform horsepigcow@gmail.com 415.694.1951 twitter: missrogue skype: tarahunt747 www.horsepigcow.com