Makin’ Whuffie
 raising social capital in online
          communities




                         by
               tara...
“web 2.0”
Facebook = >200Million users
Blogs = >150Million+ (+China’s 75M)
MySpace = >110Million users
Orkut = >75Million users
Twit...
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
http://www.flickr.com/photos/eschipul/437288525/
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
http://www.flickr.com/photos/notic/86343146/
whuffie
score
high score
=
good reputation
trustworthy
listen to their advice
you can also buy stuff with your
            whuffie
http://www.flickr.com/photos/brraveheart/2072543750/
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
http://www.flickr.com/photos/notic/86343146/
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
http://www.flickr.com/photos/b-tal/179390300/
http://www.flickr.com/photos/tin-g/90143310/
which is why
people we trust
if you are still
you are totally missing
http://www.flickr.com/photos/striatic/133146861/
if you want to
http://www.flickr.com/photos/klapow/39693385/
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
 ...
some ways to give credit
• mention contributions in
  blog posts, tweets and
                             • send a gift ce...
5. point out and explain changes as you make
   them

6. make small, continuous improvements

7. go out to find your feedb...
to really become
http://www.flickr.com/photos/klapow/39693385/
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:
http://www.flickr.com/photos/lugolounge/6780004/
http://www.flickr.com/photos/teointarifa/490408075/
http://www.flickr.com/photos/60852569@N00/242746787/
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.
lilgrams.com
quicken for iphone
automagic demo
automagic    automagic   automagic
bank machine    spending    balance
    finder       update     updater
tripit.com
#1. book my flight
#2. forward confirmation email
      to plans@tripit.com
#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’          • Favouriti...
lighten up!
lighten up:
the ability to inject fun into the
  most serious & professional
           interactions
southwest airlines
flickr.com
         http://flickr.com/photos/joshb/1408947023/
then there is the 404 error page...
apartmenthomeliving.com/404
d20srd.org/err
tinsanity.net/404
horsepigcow.com/404
email auto-responders
whuffie factor #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 co...
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 succe...
...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 bus...
think customer-centrically
not customer-centric
•   You do everything you can to
    keep your customers on your
                                    ...
customer-centric
•   You send customers to other
    websites.
                                      •   Your customers ar...
help others go further
spread love
akoha.com
• 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
• fin...
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
http://www.flickr.com/photos/brraveheart/2072543750/
end.
In stores
                           now!




http://thewhuffiefactor.com
http://www.slideshare.net/missrogue
about those rockin’ images:


•   Many are from iStockphoto.com (totally cool site)
•   except as marked on the photo...
 ...
some references
•   Akoha.com http://www.akoha.com

•   Total Insanity http://tinsanity.net

•   Dell Idea Storm http://id...
Tara missrogue Hunt
    author, The Whuffie Factor
        horsepigcow@gmail.com
              415.694.1951
           twi...
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
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Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
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Makin Whuffie at WebVisions Portland 09
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Makin Whuffie at WebVisions Portland 09
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Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
Makin Whuffie at WebVisions Portland 09
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Makin Whuffie at WebVisions Portland 09

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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

  1. 1. Makin’ Whuffie raising social capital in online communities by tara ‘missrogue’ hunt
  2. 2. “web 2.0”
  3. 3. Facebook = >200Million users Blogs = >150Million+ (+China’s 75M) MySpace = >110Million users Orkut = >75Million users Twitter = >20 Million
  4. 4. Twitter = >26,000 followers Facebook = >2,500 friends Flickr = >1,400 friends l’il ole me
  5. 5. scary
  6. 6. newsflash: you can’t shut the internets down
  7. 7. #FAIL
  8. 8. but I was actually really curious about this...
  9. 9. why were some companies being received with
  10. 10. while others were being greeted with
  11. 11. ???
  12. 12. while I was pondering this I picked up a book by
  13. 13. http://www.flickr.com/photos/eschipul/437288525/
  14. 14. instead of $$
  15. 15. whuffie
  16. 16. =
  17. 17. social capital
  18. 18. =
  19. 19. reputation
  20. 20. connections (both strong and weak)
  21. 21. influence
  22. 22. access to resources/talent/more connections
  23. 23. favors added up (reciprocity)
  24. 24. publicly known accomplishments
  25. 25. levels of trust
  26. 26. etc
  27. 27. in cory’s future
  28. 28. when you
  29. 29. http://www.flickr.com/photos/notic/86343146/
  30. 30. whuffie
  31. 31. score
  32. 32. high score
  33. 33. =
  34. 34. good reputation
  35. 35. trustworthy
  36. 36. listen to their advice
  37. 37. you can also buy stuff with your whuffie
  38. 38. http://www.flickr.com/photos/brraveheart/2072543750/
  39. 39. but something sounded familiar to me
  40. 40. it isn’t futuristic nor is it fictional
  41. 41. it’s here and now
  42. 42. it’s how we relate to one another
  43. 43. online communities
  44. 44. ping!
  45. 45. Friended!
  46. 46. ping! hmmm...don’t know him well enough to transfer trust...
  47. 47. A. ask for more info B. ignore for now
  48. 48. so if
  49. 49. a quick
  50. 50. http://www.flickr.com/photos/notic/86343146/
  51. 51. would tell me
  52. 52. he’s not interested in being my friend
  53. 53. he just wants something from me
  54. 54. without providing me any value
  55. 55. [reciprocity]
  56. 56. if you want to become an influencer
  57. 57. someone who is whuffie rich
  58. 58. whose ideas spread
  59. 59. who is well-loved
  60. 60. you need to
  61. 61. credibility
  62. 62. it’s really as simple as that
  63. 63. but there’s a catch
  64. 64. didn’t happen overnight
  65. 65. it required a different perspective
  66. 66. alot of time and attention
  67. 67. it won’t cost you very much $$
  68. 68. and you’ll see results in real time
  69. 69. it involves
  70. 70. 5 ways to raise whuffie
  71. 71. whuffie factor #1: turn the bullhorn around
  72. 72. how marketing looked before the internet
  73. 73. then came the competition
  74. 74. got louder
  75. 75. and louder
  76. 76. led to
  77. 77. main characteristic
  78. 78. impersonal
  79. 79. http://www.flickr.com/photos/b-tal/179390300/
  80. 80. http://www.flickr.com/photos/tin-g/90143310/
  81. 81. which is why
  82. 82. people we trust
  83. 83. if you are still
  84. 84. you are totally missing
  85. 85. http://www.flickr.com/photos/striatic/133146861/
  86. 86. if you want to
  87. 87. http://www.flickr.com/photos/klapow/39693385/
  88. 88. sounds easy, but it isn’t
  89. 89. focus on individuals
  90. 90. understand the needs of a community
  91. 91. that’s totally challenging
  92. 92. but if you don’t listen...and then respond...the silence will
  93. 93. smack down your whuffie
  94. 94. 8 tips for being a beacon for constant feedback:
  95. 95. 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
  96. 96. 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
  97. 97. 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
  98. 98. to really become
  99. 99. http://www.flickr.com/photos/klapow/39693385/
  100. 100. whuffie factor #2: become part of the community u serve
  101. 101. getting out
  102. 102. the question is
  103. 103. figure out
  104. 104. who is it that you serve?
  105. 105. what problem are you solving?
  106. 106. for whom?
  107. 107. knowing that makes it easier
  108. 108. then join them!
  109. 109. not as market research
  110. 110. not as a voyeur
  111. 111. not to sell anyone anything
  112. 112. if you join a community with the wrong intentions
  113. 113. authenticity matters
  114. 114. what you need to figure out is
  115. 115. learn from that
  116. 116. integrate it into what you are offering
  117. 117. lastly figure out
  118. 118. why would they give a damn?
  119. 119. seemingly infinite choice
  120. 120. what is the difference between
  121. 121. you need to be remarkable
  122. 122. because then
  123. 123. some people may even give a damn.
  124. 124. and how does one achieve remarkability?
  125. 125. whuffie factor #3: create amazing customer experiences
  126. 126. truly amazing experiences lead to:
  127. 127. http://www.flickr.com/photos/lugolounge/6780004/
  128. 128. http://www.flickr.com/photos/teointarifa/490408075/
  129. 129. http://www.flickr.com/photos/60852569@N00/242746787/
  130. 130. these types of feelings
  131. 131. but what leads to these feelings?
  132. 132. and can you design for them?
  133. 133. in a word: YES
  134. 134. automagicness
  135. 135. automagic: a user experience so seamless that it feels like magic just occurred.
  136. 136. lilgrams.com
  137. 137. quicken for iphone
  138. 138. automagic demo
  139. 139. automagic automagic automagic bank machine spending balance finder update updater
  140. 140. tripit.com
  141. 141. #1. book my flight
  142. 142. #2. forward confirmation email to plans@tripit.com
  143. 143. #3. they do some magic stuff with that email
  144. 144. #4. voila! an itinerary!
  145. 145. bonus: iphone application
  146. 146. throwing sheep
  147. 147. throwing sheep: fun, lightweight activities that encourage user participation, but don’t ‘do’ much else
  148. 148. 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
  149. 149. lighten up!
  150. 150. lighten up: the ability to inject fun into the most serious & professional interactions
  151. 151. southwest airlines
  152. 152. flickr.com http://flickr.com/photos/joshb/1408947023/
  153. 153. then there is the 404 error page...
  154. 154. apartmenthomeliving.com/404
  155. 155. d20srd.org/err
  156. 156. tinsanity.net/404
  157. 157. horsepigcow.com/404
  158. 158. email auto-responders
  159. 159. whuffie factor #4: embrace the chaos
  160. 160. controlling the message?
  161. 161. heh
  162. 162. http://www.flickr.com/photos/wiseacre/153532248/
  163. 163. I know...it’s hard to embrace the chaos...
  164. 164. long history
  165. 165. of fear
  166. 166. the fear mongers • corporate espionage • competition • security • litigation • bad-mouthers • mistrust
  167. 167. it’s on their shoulders • Legal • Public Relations/Corporate Communications • IT
  168. 168. understand the need for security
  169. 169. but balance it with the need for openness
  170. 170. there are many benefits to openness and transparency
  171. 171. 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
  172. 172. in the old days, you had one chance to get the message just right...
  173. 173. today, you have multiple conversations and iterations to build that message with your customers and audience.
  174. 174. 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.
  175. 175. ...or can we?
  176. 176. we’re just one more step away from
  177. 177. here is some food for thought
  178. 178. while money is part of the
  179. 179. market economy
  180. 180. whuffie is part of the
  181. 181. it acts kind of opposite
  182. 182. the more you give away, the more whuffie you gain
  183. 183. whuffie is only valuable when it circulates
  184. 184. and as it circulates, it
  185. 185. but we still need to make $$ to pay the rent
  186. 186. so the question is...
  187. 187. what can you give away that won’t leave you broke?
  188. 188. whuffie factor #5: find ur higher purpose
  189. 189. born out of passion?
  190. 190. serving a need?
  191. 191. fighting the good fight?
  192. 192. maybe that stuff doesn’t interest you
  193. 193. maybe you just want to
  194. 194. does it mean that you will be whuffie poor?
  195. 195. nah.
  196. 196. you just have to find a way to give back to the community
  197. 197. the more you give, the more that comes back
  198. 198. A couple-a gifts to give that won’t leave you broke
  199. 199. “nerd values” do well by doing good
  200. 200. “...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
  201. 201. think customer-centrically
  202. 202. 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.
  203. 203. 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.
  204. 204. help others go further
  205. 205. spread love
  206. 206. akoha.com
  207. 207. • do well by doing good • think customer-centrically • help others go further • spread love
  208. 208. whuffie
  209. 209. will grow over time
  210. 210. so combine all of the
  211. 211. • turn the bullhorn around • become part of the community you serve • create amazing experiences • embrace the chaos • find your higher purpose
  212. 212. you will become
  213. 213. whuffie rich
  214. 214. =
  215. 215. better word of mouth
  216. 216. repeat sales
  217. 217. customer loyalty
  218. 218. =
  219. 219. big, fat increase to your bottom line
  220. 220. which will help you buy stuff
  221. 221. http://www.flickr.com/photos/brraveheart/2072543750/
  222. 222. end.
  223. 223. In stores now! http://thewhuffiefactor.com
  224. 224. http://www.slideshare.net/missrogue
  225. 225. 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...
  226. 226. some references • Akoha.com http://www.akoha.com • Total Insanity http://tinsanity.net • Dell Idea Storm http://ideastorm.dell.com • Cory’s site http://craphound.com • Southpark Underpants Gnomes http://www.southparkstudios.com/clips/ 151040 • Best 404 pages: http://www.plinko.net/404/ • Creative Commons: http://www.creativecommons.org • Friend Wheel: http://apps.facebook.com/friendwheel • Great internet stats: http://pewinternet.org • Whuffie: http://en.wikipedia.org/wiki/Whuffie
  227. 227. Tara missrogue Hunt author, The Whuffie Factor horsepigcow@gmail.com 415.694.1951 twitter: missrogue skype: tarahunt747 www.horsepigcow.com
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