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


                 ...
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 science fiction
it’s real
right now
how
relate
online communities
2,000+ Facebook Friends
8,200 + twitter followers
1,150
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
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
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
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
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
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
   ...
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
#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. 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.
TED conference
http://flickr.com/photos/stewart/433935679/
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/
1. The Dazzle is in the Details.

2. Go Above and Beyond.

3. Appeal to Emotion.

4. Inject Fun into the Experience.

5. M...
method home products
http://flickr.com/photos/schweb/2890697924/
6. Let People Personalize.
moo cards
http://flickr.com/photos/schweb/2890697924/
6. Let People Personalize.

7. Be Experimental.
threadless
6. Let People Personalize.

7. Be Experimental.

8. Simplify.
37 signals
6. Let People Personalize.

7. Be Experimental.

8. Simplify.

9. Make Happiness Your Business
   Model: increase autonomy...
6. Let People Personalize.

7. Be Experimental.

8. Simplify.

9. Make Happiness Your Business Model:
   increase autonomy...
#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
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
busine...
think customer-centrically
not customer-centric
•   You do everything you can to keep      •   You have a long list of customer
    your customers on...
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...
 ...
some references
•   Akoha.com http://www.akoha.com

•   Microformats: http://www.microformats.org

•   OpenID: http://www....
Tara Hunt

tara@citizenagency.com
    415.694.1951
  skype: tarahunt747


www.citizenagency.com
www.horsepigcow.com
Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]
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Making Whuffie [from SHiFT08]
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Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]
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Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]
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Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]
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Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]
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Making Whuffie [from SHiFT08]
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Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]
Making Whuffie [from SHiFT08]
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Making Whuffie [from SHiFT08]

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Updated the presentation to reflect my changed book. Gave this in Lisbon, Portugal, October 17, 2008. Shift08

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Making Whuffie [from SHiFT08]

  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. 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 science fiction
  48. 48. it’s real
  49. 49. right now
  50. 50. how
  51. 51. relate
  52. 52. online communities
  53. 53. 2,000+ Facebook Friends
  54. 54. 8,200 + twitter followers
  55. 55. 1,150
  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. “there are three kinds of lies: lies, damned lies, and statistics” Mark Twain
  60. 60. !=
  61. 61. buy
  62. 62. whuffie
  63. 63. you see
  64. 64. whuffie
  65. 65. !=
  66. 66. currency
  67. 67. 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. will be seen as
  76. 76. if you want to become an
  77. 77. influencer
  78. 78. [someone who is whuffie rich]
  79. 79. credibility
  80. 80. it’s really as simple as that
  81. 81. but there is a catch
  82. 82. didn’t happen overnight
  83. 83. it required a different perspective
  84. 84. a lot of time and attention
  85. 85. involves
  86. 86. 5 key components to raising your whuffie
  87. 87. #1. turn that bullhorn inwards
  88. 88. how marketing looked before the internet
  89. 89. then came the competition
  90. 90. got louder
  91. 91. and louder
  92. 92. led to
  93. 93. main characteristic
  94. 94. impersonal
  95. 95. http://www.flickr.com/photos/b-tal/179390300/
  96. 96. http://www.flickr.com/photos/tin-g/90143310/
  97. 97. which is why
  98. 98. people we trust
  99. 99. if you are still
  100. 100. you are totally missing
  101. 101. http://www.flickr.com/photos/striatic/133146861/
  102. 102. if you want to
  103. 103. http://www.flickr.com/photos/klapow/39693385/
  104. 104. sounds easy, but it isn’t
  105. 105. focus on individuals
  106. 106. understand the needs of a community
  107. 107. that’s totally challenging
  108. 108. the 8 commandments of receiving feedback
  109. 109. 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.
  110. 110. 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.
  111. 111. to really become
  112. 112. #2. become part of the community you serve
  113. 113. getting out
  114. 114. the question is
  115. 115. figure out
  116. 116. who is it that you serve?
  117. 117. what problem are you solving?
  118. 118. for whom?
  119. 119. knowing that makes it easier
  120. 120. then join them!
  121. 121. not as market research
  122. 122. not as a voyeur
  123. 123. not to sell anyone anything
  124. 124. if you join a community with the wrong intentions
  125. 125. authenticity matters
  126. 126. what you need to figure out is
  127. 127. learn from that
  128. 128. integrate it into what you are offering
  129. 129. lastly figure out
  130. 130. why would they give a damn?
  131. 131. seemingly infinite choice
  132. 132. what is the difference between
  133. 133. you need to be remarkable
  134. 134. because then
  135. 135. some people may even give a damn.
  136. 136. and how does one achieve remarkability?
  137. 137. #3. create amazing customer experiences
  138. 138. when I say amazing
  139. 139. I mean experiences that lead to
  140. 140. http://www.flickr.com/photos/lugolounge/6780004/
  141. 141. http://www.flickr.com/photos/teointarifa/490408075/
  142. 142. http://www.flickr.com/photos/60852569@N00/242746787/
  143. 143. and then you will
  144. 144. this doesn’t need to be complicated
  145. 145. 10 things you can do to create amazing experiences
  146. 146. 1. The Dazzle is in the Details.
  147. 147. moleskine http://flickr.com/photos/confusedvision/226129765/
  148. 148. 1. The Dazzle is in the Details. 2. Go Above and Beyond.
  149. 149. TED conference http://flickr.com/photos/stewart/433935679/
  150. 150. 1. The Dazzle is in the Details. 2. Go Above and Beyond. 3. Appeal to Emotion.
  151. 151. vosges http://flickr.com/photos/quintanaroo/1516782327/
  152. 152. 1. The Dazzle is in the Details. 2. Go Above and Beyond. 3. Appeal to Emotion. 4. Inject Fun into the Experience.
  153. 153. flickr http://flickr.com/photos/joshb/1408947023/
  154. 154. 1. The Dazzle is in the Details. 2. Go Above and Beyond. 3. Appeal to Emotion. 4. Inject Fun into the Experience. 5. Make Something Mundane Fashionable.
  155. 155. method home products http://flickr.com/photos/schweb/2890697924/
  156. 156. 6. Let People Personalize.
  157. 157. moo cards http://flickr.com/photos/schweb/2890697924/
  158. 158. 6. Let People Personalize. 7. Be Experimental.
  159. 159. threadless
  160. 160. 6. Let People Personalize. 7. Be Experimental. 8. Simplify.
  161. 161. 37 signals
  162. 162. 6. Let People Personalize. 7. Be Experimental. 8. Simplify. 9. Make Happiness Your Business Model: increase autonomy, competence and relatedness.
  163. 163. 6. Let People Personalize. 7. Be Experimental. 8. Simplify. 9. Make Happiness Your Business Model: increase autonomy, competence and relatedness. 10.Be a Social Catalyst.
  164. 164. #4. embrace the chaos
  165. 165. controlling the message?
  166. 166. heh
  167. 167. http://www.flickr.com/photos/wiseacre/153532248/
  168. 168. lay the foundation
  169. 169. set a template
  170. 170. then get ready to discover
  171. 171. another list
  172. 172. 7 ways to embrace the chaos
  173. 173. 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.
  174. 174. in no time you will feel
  175. 175. we’re just one more step away from
  176. 176. here is some food for thought
  177. 177. while money is part of the
  178. 178. market economy
  179. 179. whuffie is part of the
  180. 180. it acts kind of opposite
  181. 181. the more you give away, the more whuffie you gain
  182. 182. whuffie is only valuable when it circulates
  183. 183. and as it circulates, it
  184. 184. but we still need to make $$ to pay the rent
  185. 185. so the question is...
  186. 186. what can you give away that won’t leave you broke?
  187. 187. #5. find your higher purpose.
  188. 188. born out of passion?
  189. 189. serving a need?
  190. 190. fighting the good fight?
  191. 191. maybe that stuff doesn’t interest you
  192. 192. maybe you just want to
  193. 193. does it mean that you will be whuffie poor?
  194. 194. nah.
  195. 195. you just have to find a way to give back to the community
  196. 196. the more you give, the more that comes back
  197. 197. 5 gifts to give that won’t leave you broke
  198. 198. “nerd values” do well by doing good
  199. 199. “...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
  200. 200. think customer-centrically
  201. 201. not customer-centric • You do everything you can to keep • You have a long list of customer your customers on your website. relations policies. Any exception to those policies has to go up the chain of command for approval. • You measure number of visitors and time spent on your website as whether you are successful. • You need to create multiple instructional videos so that your customers will understand how to • When budgets get tightened, you use your product. make cutbacks in areas like customer service, marketing, support staff and design. • You demand social media strategies that win over the ‘influencers’ to blog or tweet about your product. • You are bothered by a customer describing your product in their own words that doesn’t match your brand.
  202. 202. 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 success. • Influencers are adding you as friends on social networks. • You let people feed in their content from other sites easily. • You work with your competitors towards better customer experiences for all. • When budgets get tightened, you tighten operational costs. • You know you compete for your customers’ attention with everyone. • Your only customer service policy is to do right by the customer.
  203. 203. help others go further
  204. 204. spread love
  205. 205. akoha.com
  206. 206. value something bigger
  207. 207. • do well by doing good • think customer-centrically • help others go further • spread love • value something bigger
  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 raise whuffie
  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. which is why makin’ whuffie is the here and now.
  223. 223. end.
  224. 224. licensing: 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 • 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
  227. 227. Tara Hunt tara@citizenagency.com 415.694.1951 skype: tarahunt747 www.citizenagency.com www.horsepigcow.com
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