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

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] Making Whuffie [from SHiFT08] Presentation Transcript

  • Makin’ Whuffie 5 keys for maxing social capital and winning with 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 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 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.
  • 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.
  • 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. Make Something Mundane Fashionable.
  • 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, competence and relatedness.
  • 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.
  • #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 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.
  • 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 business and its ability to impact the world positively is the tree itself.” Gary Hirshberg, CEO, Stonyfield Farms
  • think customer-centrically
  • not customer-centric • You do everything you can to keep • 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.
  • 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.
  • 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 your higher purpose
  • 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 screenshot of my friendwheel: http:// apps.facebook.com/friendwheel • and the logos & screengrabs I stole from all of the respective sites...
  • 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
  • Tara Hunt tara@citizenagency.com 415.694.1951 skype: tarahunt747 www.citizenagency.com www.horsepigcow.com