Makin’ Whuffie
5 keys for maxing social capital and winning
                   with online communities


                 ...
wtf
is
whuffie?
http://www.flickr.com/photos/eschipul/437288525/
boingboing
corey
is crazy
about
http://www.flickr.com/photos/stuckincustoms/459418289/
he wrote
sci-fi story
his characters
actually live in
http://www.flickr.com/photos/stuckincustoms/459418289/
instead of
money
thing he calls
whuffie
=
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 corey’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 science fiction
it’s real
right now
how
relate
online communities
1,614 Facebook Friends
5,800+ twitter followers
950
I have strong or weak
    connections to
I’m not telling you this to show
                off
i’m not that unique
“there are three kinds of lies: lies,
damned lies, and statistics”
Mark Twain
!=
buy
whuffie
you see
whuffie
!=
currency
online communities
are for
connections

       + time


        = trust


=   the basis of whuffie
credibility matters
if you are known to take $$ to
      talk about a product
you lose credibility
without whuffie
you lose
you will be seen as
if you want to become an
influencer
[someone who is whuffie rich]
credibility
it’s really as simple as that
but there is a catch
didn’t happen overnight
it required a different
      perspective
involves
5 key components to raising
        your whuffie
#1.
turn that bullhorn inwards
how marketing looked before
       the internet
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
the 10 commandments of
    receiving feedback
1. Thou shalt listen to the ‘experts’, but design for
   novices.
2. Thou shalt remember that what people want
   and what...
6. Thou shalt flag even small changes thou
   make.
7. Thou shalt be agile: make small, incremental,
   iterative changes,...
to really become
#2.
 become part of the
community you 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?
#3.
create amazing customer
       experiences
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/
and then you will
this doesn’t need to be
      complicated
10 things you can do to create
    amazing experiences
1. pay close attention to details

2. go above and beyond

3. appeal to emotion and nostalgia

4. be a social catalyst

5....
6. experiment and be agile

7. turn banality into something fashionable

8. design for flow

9. let people personalize

10....
#4.
embrace the chaos
controlling the message?
heh
http://www.flickr.com/photos/wiseacre/153532248/
lay the foundation
set a template
then get ready to discover
another list
7 ways to embrace the chaos
1. Stop moving and look around you until you see
   everything clearly.

2. Transfer the knowledge.

3. Every time you fee...
in no time you will feel
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
gift economy
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
it’s not just a nice thing to do
it’s part of
“nerd values”
“doing well by doing good”
what can you give away that
  won’t leave you broke?
democratize something
open it up
build bridges
co-opetition
spread love
www.avantgame.com/projects.htm
value something bigger
• democratize something inaccessible
• open up
• build bridges
• 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...
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 makin’ whuffie is
     the here and now.
end.
licensing:




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
•   Avant Game: http://www.avantgame.com

•   Cruel 2 B Kind: http://www.cruelgame.com

•   Microformats: ...
Tara Hunt

tara@citizenagency.com
    415.694.1951
  skype: tarahunt747


www.citizenagency.com
www.horsepigcow.com
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Making Whuffie

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Presentation I gave at Fuel conference in London, June 2008.

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Making Whuffie

  1. 1. Makin’ Whuffie 5 keys for maxing social capital and winning with online communities by tara ‘missrogue’ hunt
  2. 2. wtf
  3. 3. is
  4. 4. whuffie?
  5. 5. http://www.flickr.com/photos/eschipul/437288525/
  6. 6. boingboing
  7. 7. corey
  8. 8. is crazy
  9. 9. about
  10. 10. http://www.flickr.com/photos/stuckincustoms/459418289/
  11. 11. he wrote
  12. 12. sci-fi story
  13. 13. his characters
  14. 14. actually live in
  15. 15. http://www.flickr.com/photos/stuckincustoms/459418289/
  16. 16. instead of
  17. 17. money
  18. 18. thing he calls
  19. 19. whuffie
  20. 20. =
  21. 21. social capital
  22. 22. =
  23. 23. reputation
  24. 24. connections (both strong and weak)
  25. 25. influence
  26. 26. access to resources/access to more connections
  27. 27. favors added up (reciprocity)
  28. 28. public accomplishments
  29. 29. levels of trust
  30. 30. etc.
  31. 31. in corey’s future
  32. 32. when you
  33. 33. http://www.flickr.com/photos/notic/86343146/
  34. 34. whuffie
  35. 35. score
  36. 36. high score
  37. 37. =
  38. 38. good reputation
  39. 39. trust them
  40. 40. listen to their advice
  41. 41. it also buys you stuff
  42. 42. http://www.flickr.com/photos/brraveheart/2072543750/
  43. 43. but this should sound
  44. 44. familiar
  45. 45. this ain’t the future
  46. 46. & it ain’t science fiction
  47. 47. it’s real
  48. 48. right now
  49. 49. how
  50. 50. relate
  51. 51. online communities
  52. 52. 1,614 Facebook Friends
  53. 53. 5,800+ twitter followers
  54. 54. 950
  55. 55. I have strong or weak connections to
  56. 56. I’m not telling you this to show off
  57. 57. i’m not that unique
  58. 58. “there are three kinds of lies: lies, damned lies, and statistics” Mark Twain
  59. 59. !=
  60. 60. buy
  61. 61. whuffie
  62. 62. you see
  63. 63. whuffie
  64. 64. !=
  65. 65. currency
  66. 66. online communities
  67. 67. are for
  68. 68. connections + time = trust = the basis of whuffie
  69. 69. credibility matters
  70. 70. if you are known to take $$ to talk about a product
  71. 71. you lose credibility
  72. 72. without whuffie
  73. 73. you lose
  74. 74. you will be seen as
  75. 75. if you want to become an
  76. 76. influencer
  77. 77. [someone who is whuffie rich]
  78. 78. credibility
  79. 79. it’s really as simple as that
  80. 80. but there is a catch
  81. 81. didn’t happen overnight
  82. 82. it required a different perspective
  83. 83. involves
  84. 84. 5 key components to raising your whuffie
  85. 85. #1. turn that bullhorn inwards
  86. 86. how marketing looked before the internet
  87. 87. got louder
  88. 88. and louder
  89. 89. led to
  90. 90. main characteristic
  91. 91. impersonal
  92. 92. http://www.flickr.com/photos/b-tal/179390300/
  93. 93. http://www.flickr.com/photos/tin-g/90143310/
  94. 94. which is why
  95. 95. people we trust
  96. 96. if you are still
  97. 97. you are totally missing
  98. 98. http://www.flickr.com/photos/striatic/133146861/
  99. 99. if you want to
  100. 100. http://www.flickr.com/photos/klapow/39693385/
  101. 101. sounds easy, but it isn’t
  102. 102. focus on individuals
  103. 103. understand the needs of a community
  104. 104. that’s totally challenging
  105. 105. the 10 commandments of receiving feedback
  106. 106. 1. Thou shalt listen to the ‘experts’, but design for novices. 2. Thou shalt remember that what people want and what they say they want is very different. 3. Thou shalt respond to all feedback, even when thou need to say, “No thanks.” 4. Thou shalt not take negative feedback personally. 5. Thou shalt give credit to those whose ideas you implement.
  107. 107. 6. Thou shalt flag even small changes thou make. 7. Thou shalt be agile: make small, incremental, iterative changes, rather than hold off for big ones. 8. Thou shalt realize that sometimes the smallest, simplest improvements make the biggest impact. 9. Thou shalt remove thou’s ego from the picture (it’s not about thou). 10.Thou shalt avoid consensus at all costs.
  108. 108. to really become
  109. 109. #2. become part of the community you serve
  110. 110. getting out
  111. 111. the question is
  112. 112. figure out
  113. 113. who is it that you serve?
  114. 114. what problem are you solving?
  115. 115. for whom?
  116. 116. knowing that makes it easier
  117. 117. then join them!
  118. 118. not as market research
  119. 119. not as a voyeur
  120. 120. not to sell anyone anything
  121. 121. if you join a community with the wrong intentions
  122. 122. authenticity matters
  123. 123. what you need to figure out is
  124. 124. learn from that
  125. 125. integrate it into what you are offering
  126. 126. lastly figure out
  127. 127. why would they give a damn?
  128. 128. seemingly infinite choice
  129. 129. what is the difference between
  130. 130. you need to be remarkable
  131. 131. because then
  132. 132. some people may even give a damn.
  133. 133. and how does one achieve remarkability?
  134. 134. #3. create amazing customer experiences
  135. 135. when I say amazing
  136. 136. I mean experiences that lead to
  137. 137. http://www.flickr.com/photos/lugolounge/6780004/
  138. 138. http://www.flickr.com/photos/teointarifa/490408075/
  139. 139. http://www.flickr.com/photos/60852569@N00/242746787/
  140. 140. and then you will
  141. 141. this doesn’t need to be complicated
  142. 142. 10 things you can do to create amazing experiences
  143. 143. 1. pay close attention to details 2. go above and beyond 3. appeal to emotion and nostalgia 4. be a social catalyst 5. inject fun into your product
  144. 144. 6. experiment and be agile 7. turn banality into something fashionable 8. design for flow 9. let people personalize 10.make happiness your business model
  145. 145. #4. embrace the chaos
  146. 146. controlling the message?
  147. 147. heh
  148. 148. http://www.flickr.com/photos/wiseacre/153532248/
  149. 149. lay the foundation
  150. 150. set a template
  151. 151. then get ready to discover
  152. 152. another list
  153. 153. 7 ways to embrace the chaos
  154. 154. 1. Stop moving and look around you until you see everything clearly. 2. Transfer the knowledge. 3. Every time you feel anxiety, acknowledge it. 4. Define your own measure of success. 5. Get outside of your personal circle. 6. Realize that everything is out of your control anyway. 7. Have patience.
  155. 155. in no time you will feel
  156. 156. we’re just one more step away from
  157. 157. here is some food for thought
  158. 158. while money is part of the
  159. 159. market economy
  160. 160. whuffie is part of the
  161. 161. gift economy
  162. 162. it acts kind of opposite
  163. 163. the more you give away, the more whuffie you gain
  164. 164. whuffie is only valuable when it circulates
  165. 165. and as it circulates, it
  166. 166. but we still need to make $$ to pay the rent
  167. 167. so the question is...
  168. 168. what can you give away that won’t leave you broke?
  169. 169. #5. find your higher purpose.
  170. 170. born out of passion?
  171. 171. serving a need?
  172. 172. fighting the good fight?
  173. 173. maybe that stuff doesn’t interest you
  174. 174. maybe you just want to
  175. 175. does it mean that you will be whuffie poor?
  176. 176. nah.
  177. 177. you just have to find a way to give back to the community
  178. 178. the more you give, the more that comes back
  179. 179. it’s not just a nice thing to do
  180. 180. it’s part of
  181. 181. “nerd values”
  182. 182. “doing well by doing good”
  183. 183. what can you give away that won’t leave you broke?
  184. 184. democratize something
  185. 185. open it up
  186. 186. build bridges
  187. 187. co-opetition
  188. 188. spread love
  189. 189. www.avantgame.com/projects.htm
  190. 190. value something bigger
  191. 191. • democratize something inaccessible • open up • build bridges • spread love • value something bigger
  192. 192. whuffie
  193. 193. will grow over time
  194. 194. so combine all of the
  195. 195. • turn the bullhorn around • become part of the community you serve • create amazing experiences • embrace the chaos • find your higher purpose
  196. 196. you will raise whuffie
  197. 197. whuffie rich
  198. 198. =
  199. 199. better word of mouth
  200. 200. repeat sales
  201. 201. customer loyalty
  202. 202. =
  203. 203. big, fat increase to your bottom line
  204. 204. which will help you buy stuff
  205. 205. http://www.flickr.com/photos/brraveheart/2072543750/
  206. 206. which is why makin’ whuffie is the here and now.
  207. 207. end.
  208. 208. licensing: http://www.slideshare.net/missrogue
  209. 209. 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...
  210. 210. some references • Avant Game: http://www.avantgame.com • Cruel 2 B Kind: http://www.cruelgame.com • Microformats: http://www.microformats.org • OpenID: http://www.openid.net • Creative Commons: http://www.creativecommons.org • BarCamp: http://barcamp.org • Coworking: http://coworking.info • Ma.gnolia: http://ma.gnolia.com • Friend Wheel: http://apps.facebook.com/friendwheel • Great internet stats: http://pewinternet.org • Whuffie: http://en.wikipedia.org/wiki/Whuffie
  211. 211. Tara Hunt tara@citizenagency.com 415.694.1951 skype: tarahunt747 www.citizenagency.com www.horsepigcow.com
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