MAKIN’ WHUFFIE
     raising social capital in online communities
                            by tara ‘missrogue’ hunt
wtf
is
whuffie?
http://www.flickr.com/photos/eschipul/437288525/
boingboing
cory
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/
Down and Out in the Magic
        Kingdon
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 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
2,500+ Facebook Friends
24,000+ twitter followers
1,300
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
Twitt...
X
buy
whuffie
you see
whuffie
!=
$$$$$
people join online
  communities
to make
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
and the recommendations
you make will be seen as
if you want to become an
influencer
awesome word of mouth
build customer love and
         loyalty
[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
a lot of time and attention
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 8 commandments of
  receiving feedback
1. Get advice and input from experts but design for
   the broader community
2. Respond to all feedback, even when you res...
5. When you a implement new idea, make sure
   that you highlight it, and ask for feedback.
6. Make small, continuous chan...
to really become
http://www.flickr.com/photos/klapow/39693385/
#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
11 things you can do to
create amazing experiences
1. The Dazzle is in the
   Details.
moleskine
http://flickr.com/photos/confusedvision/226129765/
1. The Dazzle is in the
   Details.
2.Go Above and Beyond.
Zappos.com
http://www.flickr.com/photos/laughingsquid/2476324694/
1. The Dazzle is in the
   Details.
2.Go Above and Beyond.
3. Appeal to Emotion.
vosges
http://flickr.com/photos/quintanaroo/1516782327/
1. The Dazzle is in the Details.
2. Go Above and Beyond.
3. Appeal to Emotion.
4. Inject Fun into the
   Experience.
flickr
http://flickr.com/photos/joshb/1408947023/
5. Make Something Mundane
   Fashionable.
method home products
http://flickr.com/photos/schweb/2890697924/
5. Make something mundane
   fashionable.
6. Let people personalize.
moo cards
http://flickr.com/photos/schweb/2890697924/
5. Make something mundane
   fashionable
6. Let people personalize.
7. Be experimental.
threadless
5.Make something mundane
  fashionable.
6.Let People Personalize.
7.Be Experimental.
8.Simplify.
37 signals
9. Make Happiness Your
   Business Model: increase
   autonomy, competence
   and relatedness.
http://www.flickr.com/photos/tpeek/3297597670/
9. Make Happiness Your
   Business Model: increase
   autonomy, competence and
   relatedness.
10.Be a Social Catalyst.
community.intuit.com
#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
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 busin...
think customer-centrically
not customer-centric
•   You do everything you can to       •   You have a long list of customer
    keep your customers o...
customer-centric
•   You send customers to other         •   Your customers are doing things
    websites.                ...
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 ...
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...
 • a s...
some references
•   Avant Game: http://www.avantgame.com

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

•   Microformats: ...
thewhuffiefactor.com
Tara missrogue Hunt
marketing lead, Intuit Partner Platform

          horsepigcow@gmail.com
               415.694.1951
 ...
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Making Whuffie

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The presentation I gave on March 15 to the SXSW crowd.

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  • Corey Doctorow




















  • which takes place in the future and in this future


  • there is something








  • Which includes such things as




















  • ping someone’s
  • you get back a
































  • we
  • in


  • this is a picture of my friend wheel on facebook. It represents the connections of my connections, but it is only a portion of them because I actually have
  • and growing, this is not to mention the aforementioned twitter where I have
  • that is 7,800 people who listen to me at any given moment as I tweet out what I’m doing right now. Of course I don’t know all of them, but I do have
  • people that I follow, who represent those
  • who I’ve met or talked to on or offline in some capacity at some point over the past two years
  • I’m merely showing you how an individual like myself can carve out an audience of influence with my own whuffie.


  • MySpace, with 110 million users; Google's Orkut ranked second with 67 million users; and Facebook was third, with 50 million users.
  • Now, as a word of caution...some companies have gotten smart to this phenomenon and started to join these social networks themselves...not as people, but as companies and characters and as sales. Which leads to a reaction something like this...
  • Companies who cater to clients who want to tap into Social Networks and the power of blogging think they will influence others through word of mouth, but they have it dead wrong.
  • you cannot
  • buy
  • whuffie


  • Because whuffie
  • does not equal
  • people join




  • connections
  • Connections over time equal trust. And trust is the basis of whuffie
  • Connections over time equal trust. And trust is the basis of whuffie
  • Connections over time equal trust. And trust is the basis of whuffie
  • Connections over time equal trust. And trust is the basis of whuffie
  • Connections over time equal trust. And trust is the basis of whuffie
  • Connections over time equal trust. And trust is the basis of whuffie
  • Connections over time equal trust. And trust is the basis of whuffie


  • When a blogger is known to taken money to review a product, the trust between him and his readers is eroded and he
  • loses credibility. By trying to pay for social capital, the company extinguished it.
  • Without whuffie


  • the connections and
  • be seen as
  • ...spam and met with...
  • ...this. So, if we were to take this equation and reverse engineer it...


  • Influencer - that is...




  • ...someone with a whole lot of social capital - is to
  • ...make connections and establish ...


  • It’s kind of dead simple, if you ask me. It’s all about...


  • This
  • and








  • turn that bullhorn inwards.


















  • ...this that turn people off? Well, most of all, the reason people are turned off is because this kind of communication is...
  • ...impersonal. What worked for the more disconnected world we lived in, pre-internet is no longer so effective. Why? Because people don’t want to be...
  • ...treated like a number, they want to be treated...
  • ...like special snowflakes. As INDIVIDUALS. As human beings.



    This is precisely why they are getting their information from...




  • ...their friends, who know and care about who they are. People they are CONNECTED TO.


  • ...doing this...you are missing out on...


  • ...this...so in order to...


  • ...connect, you need to...
  • ...take this and turn it...
  • ...into this...a beacon for constant feedback.








  • ...the 10 commandments of receiving feedback. So...here they are...number one..




















  • ...become part of the community you serve, which is the #2 sure-fire process.



    Becoming part of the community you serve means you have to...


  • Get out of the boardroom and...
  • into the community. Of course!


  • ...so now what? What do you do now? Well, the first thing you need to figure out is...


  • ...who IS that community you serve...
  • Think of the diversity of the people in this world. Everyone has different needs, passions, interests, desires. Trying to serve each and every one of their interests would take a great deal of time and money you probably don’t have. You need to narrow it down.



    The simplest way to figure who your core customer is...is to figure out...


  • ...what problem are you solving? And...
  • ...who it is that you are solving it for? Then it gets easier to figure out where


  • ...those customers are gathering, what interests them and what other networks they are using...
  • ...and join them! Not as a poser. Not as a salesperson. Not as a trial. Not as a skeptic. But figure out what is useful and great. Fall in love with these tools and learn from them. I’ve seen WAY too many people wanting to build online communities that have never even been part of them. That’s going to work out as smoothly as...
























  • ...why would they give a damn? Why would they want to use your product? With seemingly infinite choice in the marketplace, globalism, commoditization, and constant overstimulation and inundation with branding messages, if you aren’t offering anything remarkable, you are going to...




  • ...get alot of this. Boring! Lame! So, what you need to do is...


  • ...differentiate. And that differentiation could look something like...


  • ...some people may just give a damn. However, remarkable is not the only way to differentiate yourself. In fact, the simplest and the best way to differentiate your business is
  • ...to care about your customers. That’s right. Since the bar is set really low...
  • ...delight and create amazing experiences.



    When I say ‘amazing’, I mean that it isn’t enough to make stuff that works well, if you want to incite passion and connectedness from people, you need to create sites that incite feelings like...




  • ...gratitude and thankfulness....
  • ...utter and total joy. ...
  • ...loads of love...and of course...
  • ...tons and tons of laughter. Because in order to make connections, it is very important that you...
  • ...design your customer experiences for maximum happiness. If you do this, you WILL...
  • ...connect. If you work to touch people in some way, shape or form, those connections will happen.



    And it doesn’t have to be complicated. In fact, the least complicated designs for happiness are often the most profound. An example of this is...












































  • embrace the chaos. So...
  • ...what about Planning? Business plans? Models? Strategy? Brand management? Messaging?



    Well, if there is anything I’ve learnt from working in social media is that when you try to control the future...


  • ...it fights back...and in entirely surprising ways. There are so many hours wasted on coming up with all of the reasons something won’t work or on predicting customer needs that we forget to concentrate on the here and now.



    People and projects are messy. The future is uncertain. It’s far better to...
  • ...lay the foundation for the type of community you want and then prepare to discover...




  • ...the Everyday Magic along the way. Everyday Magic is what happens when you open your eyes to the unpredictable way that the world works around you. Unplanned events can lead to powerful endings.



    It’s one thing to say embrace the chaos, but here are a few tips on HOW to embrace it...









  • 1. Stop moving and look around you until you see everything clearly. Ever heard, “Stop and smell the roses?” Whatever you are stopping and smelling or observing, do it. And do it often.



    2. Transfer the knowledge. Be transparent and open...ask for help. Secrecy and brand management may have worked pre-internet, but your customers are happy to know you are human. The more you reach out, the more they will support you.



    3. Every time you feel anxiety, acknowledge it. Embracing the chaos is a scary thing. Acknowledging you are scared will bring forward all sorts of help you didn’t know you had.



    4. Define your own measure of success. Forget what the books tell you. Forget what even I tell you. Success is whatever makes you happy. Think long and hard about what your passion is and then go for it.



    5. Get outside of your personal circle. Some of the biggest innovations have come from taking what is happening in other industries and adapting them to your own. Take a look at Apple’s interfaces, those aren’t an accident. They borrowed a great deal from Las Vegas.



    6. Realize that everything is out of your control anyway. It’s a totally freeing feeling.



    7. Have patience. These things may take alot of time.



    Embracing the chaos is a simple concept that will leave you feeling...


  • 1. Stop moving and look around you until you see everything clearly. Ever heard, “Stop and smell the roses?” Whatever you are stopping and smelling or observing, do it. And do it often.



    2. Transfer the knowledge. Be transparent and open...ask for help. Secrecy and brand management may have worked pre-internet, but your customers are happy to know you are human. The more you reach out, the more they will support you.



    3. Every time you feel anxiety, acknowledge it. Embracing the chaos is a scary thing. Acknowledging you are scared will bring forward all sorts of help you didn’t know you had.



    4. Define your own measure of success. Forget what the books tell you. Forget what even I tell you. Success is whatever makes you happy. Think long and hard about what your passion is and then go for it.



    5. Get outside of your personal circle. Some of the biggest innovations have come from taking what is happening in other industries and adapting them to your own. Take a look at Apple’s interfaces, those aren’t an accident. They borrowed a great deal from Las Vegas.



    6. Realize that everything is out of your control anyway. It’s a totally freeing feeling.



    7. Have patience. These things may take alot of time.



    Embracing the chaos is a simple concept that will leave you feeling...


  • 1. Stop moving and look around you until you see everything clearly. Ever heard, “Stop and smell the roses?” Whatever you are stopping and smelling or observing, do it. And do it often.



    2. Transfer the knowledge. Be transparent and open...ask for help. Secrecy and brand management may have worked pre-internet, but your customers are happy to know you are human. The more you reach out, the more they will support you.



    3. Every time you feel anxiety, acknowledge it. Embracing the chaos is a scary thing. Acknowledging you are scared will bring forward all sorts of help you didn’t know you had.



    4. Define your own measure of success. Forget what the books tell you. Forget what even I tell you. Success is whatever makes you happy. Think long and hard about what your passion is and then go for it.



    5. Get outside of your personal circle. Some of the biggest innovations have come from taking what is happening in other industries and adapting them to your own. Take a look at Apple’s interfaces, those aren’t an accident. They borrowed a great deal from Las Vegas.



    6. Realize that everything is out of your control anyway. It’s a totally freeing feeling.



    7. Have patience. These things may take alot of time.



    Embracing the chaos is a simple concept that will leave you feeling...


  • 1. Stop moving and look around you until you see everything clearly. Ever heard, “Stop and smell the roses?” Whatever you are stopping and smelling or observing, do it. And do it often.



    2. Transfer the knowledge. Be transparent and open...ask for help. Secrecy and brand management may have worked pre-internet, but your customers are happy to know you are human. The more you reach out, the more they will support you.



    3. Every time you feel anxiety, acknowledge it. Embracing the chaos is a scary thing. Acknowledging you are scared will bring forward all sorts of help you didn’t know you had.



    4. Define your own measure of success. Forget what the books tell you. Forget what even I tell you. Success is whatever makes you happy. Think long and hard about what your passion is and then go for it.



    5. Get outside of your personal circle. Some of the biggest innovations have come from taking what is happening in other industries and adapting them to your own. Take a look at Apple’s interfaces, those aren’t an accident. They borrowed a great deal from Las Vegas.



    6. Realize that everything is out of your control anyway. It’s a totally freeing feeling.



    7. Have patience. These things may take alot of time.



    Embracing the chaos is a simple concept that will leave you feeling...


  • 1. Stop moving and look around you until you see everything clearly. Ever heard, “Stop and smell the roses?” Whatever you are stopping and smelling or observing, do it. And do it often.



    2. Transfer the knowledge. Be transparent and open...ask for help. Secrecy and brand management may have worked pre-internet, but your customers are happy to know you are human. The more you reach out, the more they will support you.



    3. Every time you feel anxiety, acknowledge it. Embracing the chaos is a scary thing. Acknowledging you are scared will bring forward all sorts of help you didn’t know you had.



    4. Define your own measure of success. Forget what the books tell you. Forget what even I tell you. Success is whatever makes you happy. Think long and hard about what your passion is and then go for it.



    5. Get outside of your personal circle. Some of the biggest innovations have come from taking what is happening in other industries and adapting them to your own. Take a look at Apple’s interfaces, those aren’t an accident. They borrowed a great deal from Las Vegas.



    6. Realize that everything is out of your control anyway. It’s a totally freeing feeling.



    7. Have patience. These things may take alot of time.



    Embracing the chaos is a simple concept that will leave you feeling...


  • 1. Stop moving and look around you until you see everything clearly. Ever heard, “Stop and smell the roses?” Whatever you are stopping and smelling or observing, do it. And do it often.



    2. Transfer the knowledge. Be transparent and open...ask for help. Secrecy and brand management may have worked pre-internet, but your customers are happy to know you are human. The more you reach out, the more they will support you.



    3. Every time you feel anxiety, acknowledge it. Embracing the chaos is a scary thing. Acknowledging you are scared will bring forward all sorts of help you didn’t know you had.



    4. Define your own measure of success. Forget what the books tell you. Forget what even I tell you. Success is whatever makes you happy. Think long and hard about what your passion is and then go for it.



    5. Get outside of your personal circle. Some of the biggest innovations have come from taking what is happening in other industries and adapting them to your own. Take a look at Apple’s interfaces, those aren’t an accident. They borrowed a great deal from Las Vegas.



    6. Realize that everything is out of your control anyway. It’s a totally freeing feeling.



    7. Have patience. These things may take alot of time.



    Embracing the chaos is a simple concept that will leave you feeling...


  • 1. Stop moving and look around you until you see everything clearly. Ever heard, “Stop and smell the roses?” Whatever you are stopping and smelling or observing, do it. And do it often.



    2. Transfer the knowledge. Be transparent and open...ask for help. Secrecy and brand management may have worked pre-internet, but your customers are happy to know you are human. The more you reach out, the more they will support you.



    3. Every time you feel anxiety, acknowledge it. Embracing the chaos is a scary thing. Acknowledging you are scared will bring forward all sorts of help you didn’t know you had.



    4. Define your own measure of success. Forget what the books tell you. Forget what even I tell you. Success is whatever makes you happy. Think long and hard about what your passion is and then go for it.



    5. Get outside of your personal circle. Some of the biggest innovations have come from taking what is happening in other industries and adapting them to your own. Take a look at Apple’s interfaces, those aren’t an accident. They borrowed a great deal from Las Vegas.



    6. Realize that everything is out of your control anyway. It’s a totally freeing feeling.



    7. Have patience. These things may take alot of time.



    Embracing the chaos is a simple concept that will leave you feeling...




  • ...like this about your future and will let you spend more time concentrating on your customer’s satisfaction than on working out hypothetical business issues.
  • Well, we are finally here at the final sure-fire step to getting closer to
  • ...this. To having the kind of network of people around you and your business that the feedback flows and the word of mouth travels fast.








  • ...the gift economy. In the gift economy...


  • the more you give away, the more Social Capital you gain. Saving Social Capital for a rainy day doesn’t work.
  • It’s only valuable as it circulates throughout the community. And as it circulates throughout the community, it inherently...


  • ...connects us. So, as I recognize that we still very much reside in a market economy and you still have to make a living, the question is..




  • ...what can you give away that won’t leave you broke? Which leads me to the most important sure-fire lesson of all...
  • ...find your higher purpose.



    Finding your higher purpose as a company helps you figure out on what level you can start connecting to your customers and to potential customers.
  • This group of friends have a shared bond: it may be their passions, history or even a common enemy.



    How do you relate to your customers in these ways?










  • But maybe your company just exists to make money...then what? Is there no Social Capital for you? Nah...it’s actually pretty simple...




  • ...you just have to find a way to give back to the community.



    And, as is built into the nature of the gift economy...
  • ...the more you give back, the more that comes around to reward you and your company...beyond it just being a nice thing to do, it is part of the growing popularity of something called...


  • ...“Nerd Values” that reads...


  • #1...Democratize something! What is currently inaccessible? Elitist? What are ways in which you can give everyday people the power to speak up? The ability to create?




  • #1...Democratize something! What is currently inaccessible? Elitist? What are ways in which you can give everyday people the power to speak up? The ability to create?
  • Blogger did this for journalism.
  • YouTube opened up a whole new marketplace for entertainment.
  • Flickr made it easier for everyone to be a published photographer. What can you make accessible? Give people the tools to go further...



    Number two is...
  • ...Spread love! I talked earlier about designing for happiness, but what about turning this up a notch? What about designing for joy? For generosity? For helping people connect at a deep level? Reaching out to people who don’t get the love all of the time? Designing a site that encourages people to do nice stuff for one another?
  • Jane McGonigal’s alternate reality games, such as Cruel to Be Kind, are a great example of this. She’s created a mixture of online/offline action where, you are sent directives: give a stranger flowers, kill another player with compliments, etc. People react extremely positively and have reported personal transformations.



    And the fifth example of how you can give back to the community you serve is to...








  • #5...This goes beyond you donating time and money. This means you dedicate a good part of your resources into doing something to give back to the community.



    So, to sum up just a few of the ways to give back to the community...
  • You can democratize, Open up, Bridge, Give Love and/or Value something bigger than you. Heck, do as many of these things as possible and your...
  • You can democratize, Open up, Bridge, Give Love and/or Value something bigger than you. Heck, do as many of these things as possible and your...
  • You can democratize, Open up, Bridge, Give Love and/or Value something bigger than you. Heck, do as many of these things as possible and your...
  • You can democratize, Open up, Bridge, Give Love and/or Value something bigger than you. Heck, do as many of these things as possible and your...
  • You can democratize, Open up, Bridge, Give Love and/or Value something bigger than you. Heck, do as many of these things as possible and your...
  • ...social capital will grow immensely over time...



    Alright...we’re almost out of time. I know I’ve covered ALOT of ground here...and I don’t know if there will be any time for questions, but to recap...here are...
  • Making Whuffie

    1. 1. MAKIN’ WHUFFIE raising social capital in 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. cory
    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. Down and Out in the Magic Kingdon
    17. 17. instead of
    18. 18. money
    19. 19. thing he calls
    20. 20. whuffie
    21. 21. =
    22. 22. social capital
    23. 23. =
    24. 24. reputation
    25. 25. connections (both strong and weak)
    26. 26. influence
    27. 27. access to resources/access to more connections
    28. 28. favors added up (reciprocity)
    29. 29. public accomplishments
    30. 30. levels of trust
    31. 31. etc.
    32. 32. in cory’s future
    33. 33. when you
    34. 34. http://www.flickr.com/photos/notic/86343146/
    35. 35. whuffie
    36. 36. score
    37. 37. high score
    38. 38. =
    39. 39. good reputation
    40. 40. trust them
    41. 41. listen to their advice
    42. 42. it also buys you stuff
    43. 43. http://www.flickr.com/photos/brraveheart/2072543750/
    44. 44. but this should sound
    45. 45. familiar
    46. 46. this ain’t the future
    47. 47. & it ain’t fiction
    48. 48. it’s real
    49. 49. right now
    50. 50. how
    51. 51. relate
    52. 52. online communities
    53. 53. 2,500+ Facebook Friends
    54. 54. 24,000+ twitter followers
    55. 55. 1,300
    56. 56. I have strong or weak connections to
    57. 57. I’m not telling you this to show off
    58. 58. i’m not that unique
    59. 59. Blogs = >115Million+ (+China’s 75M) MySpace = >110Million users Facebook = >80Million users Orkut = >75Million users Twitter = >15 Million
    60. 60. X
    61. 61. buy
    62. 62. whuffie
    63. 63. you see
    64. 64. whuffie
    65. 65. !=
    66. 66. $$$$$
    67. 67. people join online communities
    68. 68. to make
    69. 69. connections + time = trust = the basis of whuffie
    70. 70. credibility matters
    71. 71. if you are known to take $$ to talk about a product
    72. 72. you lose credibility
    73. 73. without whuffie
    74. 74. you lose
    75. 75. and the recommendations you make will be seen as
    76. 76. if you want to become an
    77. 77. influencer
    78. 78. awesome word of mouth
    79. 79. build customer love and loyalty
    80. 80. [someone who is whuffie rich]
    81. 81. credibility
    82. 82. it’s really as simple as that
    83. 83. but there is a catch
    84. 84. didn’t happen overnight
    85. 85. it required a different perspective
    86. 86. a lot of time and attention
    87. 87. involves
    88. 88. 5 key components to raising your whuffie
    89. 89. #1. turn that bullhorn inwards
    90. 90. how marketing looked before the internet
    91. 91. got louder
    92. 92. and louder
    93. 93. led to
    94. 94. main characteristic
    95. 95. impersonal
    96. 96. http://www.flickr.com/photos/b-tal/179390300/
    97. 97. http://www.flickr.com/photos/tin-g/90143310/
    98. 98. which is why
    99. 99. people we trust
    100. 100. if you are still
    101. 101. you are totally missing
    102. 102. http://www.flickr.com/photos/striatic/133146861/
    103. 103. if you want to
    104. 104. http://www.flickr.com/photos/klapow/39693385/
    105. 105. sounds easy, but it isn’t
    106. 106. focus on individuals
    107. 107. understand the needs of a community
    108. 108. that’s totally challenging
    109. 109. the 8 commandments of receiving feedback
    110. 110. 1. Get advice and input from experts but design for the broader community 2. Respond to all feedback, even when you respond by saying, “No thanks.” 3. Do not take negative feedback personally; remember that when people give feedback, they are doing so because they care and have taken the time to improve their experience. 4. Give credit to those whose ideas you implement; nothing says “we are open to conversation” better.
    111. 111. 5. When you a implement new idea, make sure that you highlight it, and ask for feedback. 6. Make small, continuous changes rather than waiting to implement everything at once. 7. Don’t just wait for feedback to come to you, go out and find it; people are probably talking about your product elsewhere. 8. No matter how many people like you, you will always have someone who doesn’t - mind the haters.
    112. 112. to really become
    113. 113. http://www.flickr.com/photos/klapow/39693385/
    114. 114. #2. become part of the community you serve
    115. 115. getting out
    116. 116. the question is
    117. 117. figure out
    118. 118. who is it that you serve?
    119. 119. what problem are you solving?
    120. 120. for whom?
    121. 121. knowing that makes it easier
    122. 122. then join them!
    123. 123. not as market research
    124. 124. not as a voyeur
    125. 125. not to sell anyone anything
    126. 126. if you join a community with the wrong intentions
    127. 127. authenticity matters
    128. 128. what you need to figure out is
    129. 129. learn from that
    130. 130. integrate it into what you are offering
    131. 131. lastly figure out
    132. 132. why would they give a damn?
    133. 133. seemingly infinite choice
    134. 134. what is the difference between
    135. 135. you need to be remarkable
    136. 136. because then
    137. 137. some people may even give a damn.
    138. 138. and how does one achieve remarkability?
    139. 139. #3. create amazing customer experiences
    140. 140. when I say amazing
    141. 141. I mean experiences that lead to
    142. 142. http://www.flickr.com/photos/lugolounge/6780004/
    143. 143. http://www.flickr.com/photos/teointarifa/490408075/
    144. 144. http://www.flickr.com/photos/60852569@N00/242746787/
    145. 145. and then you will
    146. 146. this doesn’t need to be complicated
    147. 147. 11 things you can do to create amazing experiences
    148. 148. 1. The Dazzle is in the Details.
    149. 149. moleskine http://flickr.com/photos/confusedvision/226129765/
    150. 150. 1. The Dazzle is in the Details. 2.Go Above and Beyond.
    151. 151. Zappos.com http://www.flickr.com/photos/laughingsquid/2476324694/
    152. 152. 1. The Dazzle is in the Details. 2.Go Above and Beyond. 3. Appeal to Emotion.
    153. 153. vosges http://flickr.com/photos/quintanaroo/1516782327/
    154. 154. 1. The Dazzle is in the Details. 2. Go Above and Beyond. 3. Appeal to Emotion. 4. Inject Fun into the Experience.
    155. 155. flickr http://flickr.com/photos/joshb/1408947023/
    156. 156. 5. Make Something Mundane Fashionable.
    157. 157. method home products http://flickr.com/photos/schweb/2890697924/
    158. 158. 5. Make something mundane fashionable. 6. Let people personalize.
    159. 159. moo cards http://flickr.com/photos/schweb/2890697924/
    160. 160. 5. Make something mundane fashionable 6. Let people personalize. 7. Be experimental.
    161. 161. threadless
    162. 162. 5.Make something mundane fashionable. 6.Let People Personalize. 7.Be Experimental. 8.Simplify.
    163. 163. 37 signals
    164. 164. 9. Make Happiness Your Business Model: increase autonomy, competence and relatedness.
    165. 165. http://www.flickr.com/photos/tpeek/3297597670/
    166. 166. 9. Make Happiness Your Business Model: increase autonomy, competence and relatedness. 10.Be a Social Catalyst.
    167. 167. community.intuit.com
    168. 168. #4. embrace the chaos
    169. 169. controlling the message?
    170. 170. heh
    171. 171. http://www.flickr.com/photos/wiseacre/153532248/
    172. 172. lay the foundation
    173. 173. set a template
    174. 174. then get ready to discover
    175. 175. another list
    176. 176. 7 ways to embrace the chaos
    177. 177. 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.
    178. 178. in no time you will feel
    179. 179. we’re just one more step away from
    180. 180. here is some food for thought
    181. 181. while money is part of the
    182. 182. market economy
    183. 183. whuffie is part of the
    184. 184. gift economy
    185. 185. it acts kind of opposite
    186. 186. the more you give away, the more whuffie you gain
    187. 187. whuffie is only valuable when it circulates
    188. 188. and as it circulates, it
    189. 189. but we still need to make $$ to pay the rent
    190. 190. so the question is...
    191. 191. what can you give away that won’t leave you broke?
    192. 192. #5. find your higher purpose.
    193. 193. born out of passion?
    194. 194. serving a need?
    195. 195. fighting the good fight?
    196. 196. maybe that stuff doesn’t interest you
    197. 197. maybe you just want to
    198. 198. does it mean that you will be whuffie poor?
    199. 199. nah.
    200. 200. you just have to find a way to give back to the community
    201. 201. the more you give, the more that comes back
    202. 202. 5 gifts to give that won’t leave you broke
    203. 203. “nerd values” do well by doing good
    204. 204. “...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
    205. 205. think customer-centrically
    206. 206. not customer-centric • You do everything you can to • You have a long list of customer keep your customers on your 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 • You need to create multiple as whether you are successful. instructional videos so that your customers will understand how to use your product. • When budgets get tightened, you make cutbacks in areas like customer service, marketing, • You demand social media support staff and design. strategies that win over the ‘influencers’ to blog or tweet about your product. • You are bothered by a customer describing your product in their own words that doesn’t match your brand.
    207. 207. customer-centric • You send customers to other • Your customers are doing things websites. with your product you never dreamed and are posting videos. • You measure how many people refer their friends to you as • Influencers are adding you as success. friends on social networks. • You let people feed in their • You work with your competitors content from other sites easily. towards better customer experiences for all. • When budgets get tightened, you tighten operational costs. • You know you compete for your customers’ attention with everyone. • Your only customer service policy is to do right by the customer.
    208. 208. help others go further
    209. 209. spread love
    210. 210. akoha.com
    211. 211. value something bigger
    212. 212. •do well by doing good •think customer-centrically •help others go further •spread love •value something bigger
    213. 213. whuffie
    214. 214. will grow over time
    215. 215. so combine all of the
    216. 216. •turn the bullhorn around •become part of the community you serve •create amazing experiences •embrace the chaos •find your higher purpose
    217. 217. you will raise whuffie
    218. 218. whuffie rich
    219. 219. =
    220. 220. better word of mouth
    221. 221. repeat sales
    222. 222. customer loyalty
    223. 223. =
    224. 224. big, fat increase to your bottom line
    225. 225. which will help you buy stuff
    226. 226. http://www.flickr.com/photos/brraveheart/2072543750/
    227. 227. which is why makin’ whuffie is the here and now.
    228. 228. end.
    229. 229. licensing: http://www.slideshare.net/missrogue
    230. 230. 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...
    231. 231. 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 • Down and Out in the Magic Kingdom: http://craphound.com/down/ download.php • Whuffie: http://en.wikipedia.org/wiki/Whuffie
    232. 232. thewhuffiefactor.com
    233. 233. Tara missrogue Hunt marketing lead, Intuit Partner Platform horsepigcow@gmail.com 415.694.1951 twitter: missrogue skype: tarahunt747 www.horsepigcow.com
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