Makin Whuffie at WebVisions Portland 09
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Makin Whuffie at WebVisions Portland 09



Adjusted presentation I gave at WebVisions in Portland on Friday, May 22.

Adjusted presentation I gave at WebVisions in Portland on Friday, May 22.



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  • Well done Tara your original ideas here are fascinating as indeed your Twitter ethos.
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Makin Whuffie at WebVisions Portland 09 Makin Whuffie at WebVisions Portland 09 Presentation Transcript

  • Makin’ Whuffie raising social capital in online communities by tara ‘missrogue’ hunt
  • “web 2.0”
  • Facebook = >200Million users Blogs = >150Million+ (+China’s 75M) MySpace = >110Million users Orkut = >75Million users Twitter = >20 Million
  • Twitter = >26,000 followers Facebook = >2,500 friends Flickr = >1,400 friends l’il ole me
  • scary
  • newsflash: you can’t shut the internets down
  • #FAIL
  • but I was actually really curious about this...
  • why were some companies being received with
  • while others were being greeted with
  • ???
  • while I was pondering this I picked up a book by
  • instead of $$
  • whuffie
  • =
  • social capital
  • =
  • reputation
  • connections (both strong and weak)
  • influence
  • access to resources/talent/more connections
  • favors added up (reciprocity)
  • publicly known accomplishments
  • levels of trust
  • etc
  • in cory’s future
  • when you
  • whuffie
  • score
  • high score
  • =
  • good reputation
  • trustworthy
  • listen to their advice
  • you can also buy stuff with your whuffie
  • but something sounded familiar to me
  • it isn’t futuristic nor is it fictional
  • it’s here and now
  • it’s how we relate to one another
  • online communities
  • ping!
  • Friended!
  • ping! hmmm...don’t know him well enough to transfer trust...
  • A. ask for more info B. ignore for now
  • so if
  • a quick
  • would tell me
  • he’s not interested in being my friend
  • he just wants something from me
  • without providing me any value
  • [reciprocity]
  • if you want to become an influencer
  • someone who is whuffie rich
  • whose ideas spread
  • who is well-loved
  • you need to
  • credibility
  • it’s really as simple as that
  • but there’s a catch
  • didn’t happen overnight
  • it required a different perspective
  • alot of time and attention
  • it won’t cost you very much $$
  • and you’ll see results in real time
  • it involves
  • 5 ways to raise whuffie
  • whuffie factor #1: turn the bullhorn around
  • how marketing looked before the internet
  • then came the competition
  • got louder
  • and louder
  • led to
  • main characteristic
  • impersonal
  • which is why
  • people we trust
  • if you are still
  • you are totally missing
  • if you want to
  • sounds easy, but it isn’t
  • focus on individuals
  • understand the needs of a community
  • that’s totally challenging
  • but if you don’t listen...and then respond...the silence will
  • smack down your whuffie
  • 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 blog posts, tweets and • send a gift certificate or special coupon code videos • schwag and schtuff • name a after the or product feature contributor (or let them • upgrade their account 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
  • whuffie factor #2: become part of the community u serve
  • getting out
  • the question is
  • figure out
  • who is it that you serve?
  • what problem are you solving?
  • for whom?
  • knowing that makes it easier
  • then join them!
  • not as market research
  • not as a voyeur
  • not to sell anyone anything
  • if you join a community with the wrong intentions
  • authenticity matters
  • what you need to figure out is
  • learn from that
  • integrate it into what you are offering
  • lastly figure out
  • why would they give a damn?
  • seemingly infinite choice
  • what is the difference between
  • you need to be remarkable
  • because then
  • some people may even give a damn.
  • and how does one achieve remarkability?
  • whuffie factor #3: create amazing customer experiences
  • truly amazing experiences lead to:
  • these types of feelings
  • but what leads to these feelings?
  • and can you design for them?
  • in a word: YES
  • automagicness
  • automagic: a user experience so seamless that it feels like magic just occurred.
  • quicken for iphone
  • automagic demo
  • automagic automagic automagic bank machine spending balance finder update updater
  • #1. book my flight
  • #2. forward confirmation email to
  • #3. they do some magic stuff with that email
  • #4. voila! an itinerary!
  • bonus: iphone application
  • throwing sheep
  • throwing sheep: fun, lightweight activities that encourage user participation, but don’t ‘do’ much else
  • examples of throwing sheep • FB: poking • Pop Sugar: karma points • FB: ‘I like this’ • Favouriting/starring • Twitter: nudging • Virtual gifting • Twitter: tweeting casual stuff • Maya’s Mom: kudos • Dopplr: velocity metric
  • lighten up!
  • lighten up: the ability to inject fun into the most serious & professional interactions
  • southwest airlines
  • then there is the 404 error page...
  • email auto-responders
  • whuffie factor #4: embrace the chaos
  • controlling the message?
  • heh
  • I’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 the message just right...
  • today, you have multiple conversations and iterations to build that message 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?
  • whuffie factor #5: find ur 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
  • A couple-a 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 keep your customers on your • You have a long list of customer relations policies. Any exception website. 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 how • When budgets get tightened, you make cutbacks in areas like to use your product. 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 describing your product in their about your product. own words that doesn’t match your brand.
  • customer-centric • You send customers to other websites. • Your customers are doing 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. • When budgets get tightened, you tighten operational costs. • You work with your competitors towards better customer experiences for all. • Your only customer service policy is to do right by the customer. • You know you compete for your customers’ attention with everyone.
  • help others go further
  • spread love
  • • do well by doing good • think customer-centrically • help others go further • spread love
  • 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 become
  • whuffie rich
  • =
  • better word of mouth
  • repeat sales
  • customer loyalty
  • =
  • big, fat increase to your bottom line
  • which will help you buy stuff
  • end.
  • In stores now!
  • about those rockin’ images: • Many are from (totally cool site) • except as marked on the photo... • a screenshot of my friendwheel: http:// • and the logos & screengrabs I stole from all of the respective sites...
  • some references • • Total Insanity • Dell Idea Storm • Cory’s site • Southpark Underpants Gnomes 151040 • Best 404 pages: • Creative Commons: • Friend Wheel: • Great internet stats: • Whuffie:
  • Tara missrogue Hunt author, The Whuffie Factor 415.694.1951 twitter: missrogue skype: tarahunt747