The slides from the workshop I did at Best Buy in Minneapolis on January 15.

1. whuffie
workshop
tara ‘missrogue’ hunt

2. plan o’action
#1 - introduction (1hr)
#2 - whuffie (1.5hrs)
#3 - application (1.5hrs)

3. #1
introduction

4. what do
people think
of brands?

5. liar pants
on fire

6. 38% trust business to do what is right
18% trust advertising
20% believe what they hear from news
42% believe in ghosts
76% believe in miracles
stats from: MediaPost04, Edelman 09, Sacred Heart University Poll 2008, ADWeek dec09

7. discuss
name a brand you trust 100%. do you feel
they always deliver on their promises?

8. what are
people doing
on social
networks?

9. twitter 18m + estimated ‘users’
57% women
men have 15% more followers
66% under 25 yrs old
85% tweet <1x per day
1.1% tweet >10x per day
75% all Twitter activity comes from 5% of users
94% of Twitter users have <100 followers
0.68% of Twitter users have >1000 followers
92% follow <100 others
stats from: eMarketer Aug09, Harvard Study June09, Brian Solis Oct09

10. facebook >350m + estimated active ‘users’
57% women
70% outside of the US
3.5 billion pieces of content shared each week
Average user has:
130 friends
>55 minutes each day on FB
>25 comments on FB each month
‘Fans’ 2 pages each month
Member of 12 groups
>500,000 active applications >1M developers
stats from: Brian Solis Oct09, Facebook public Statistics Jan10

11. mobile 4B mobile phones worldwide
65M active users accessing FB thru mobile devices
Ppl who use mobile devices are 50% more active on SNs
~20% of tweets come from mobile devices
4B mobile phones represent 59% of the world’s population
100% SMS, 92% browser, 71% MMS, 63% camera
15% of mobile phones are smartphones
Mobile content is worth >$71B
stats from: Facebook public Statistics Jan10, Sysomos Jun09, Tomi Ahonen Almanac 2009

12. social
networks SN’s more popular than email (67% - 65%)
Women are more active in most SN’s (avg 53%)
Social networks are more popular than porn
Social networks are likely to overtake search soon
Amount of time spent on FB increased 566% in 09
stats from: Neilsen Mar09,

13. Why people are on
social networks Total
Keep in touch with friends 75%
For fun 55%
Keep in touch with family 41%
Invited by someone they know 30%
Keep in touch with classmates 30%
Keep in touch with business network 5%
Job searching 4%
Business development/sales 3%
Searching for new hires 1%
Other 4%
stats from: eMarketer Jul09

14. discuss
what are your own SN habits? how are you using them?
how much do you know about your customers’ SN
use? not just what they are saying about you, but in
general?

15. KIDS TODAY...

16. http://www.youtube.com/watch?v=dGCJ46vyR9o

17. 69%
of online 12-24 yr olds own a laptop
91% of American teens are online (PEW 2008)
69% of American teens have broadband at home (PEW 2008)
stats: srgnet.com November 2009

18. 12-24 year olds
spend an average of
7.1 hours
per day
on video-based
entertainment...
stats: srgnet.com November 2009

19. 59% have video capable media players
65% have watched a <10 min clip in the
past month (23% watched 60min show)
80% watch video on digital media players
52%
watch TV with their laptop almost all
of the time (70% are IMing, texting to share TV
events with friends)
66% watch TV online
stats: srgnet.com November 2009

20. 59%
would rather get rid of cable TV than the internet
stats: srgnet.com November 2009

21. connected to friends
to the internet
mobile delivered to me
nomadic on-the-go
now
stats: srgnet.com November 2009
convenient
instant

22. DESTINATIONS
stats: srgnet.com November 2009

23. FRIENDS
meh
BRANDS

24. what does all of
this mean?

25. #1
DISPERSE!
it’s no longer about traffic or
driving people to a
destination.
it’s now about driving yourself
to people.

26. discuss
how can you drive to where people are?

27. #2
CATALYZE!
you are not really the point. it
isn’t about your customers
loving you, it’s about them
loving themselves and one
another more because of you.
but they may not know your
role. that’s okay.

28. discuss
list 3 ways you can help people connect.

29. #3
SIMPLIFY!
remove every single barrier
possible between the
customer and what he/she
wants. make it faster, easier
and, gosh darnit, anywhere!

30. discuss
what are the current barriers between your
customers and what they want?

31. break

32. #2
whuffie

35. cory
doctorow
http://www.flickr.com/photos/eschipul/437288525/

37. nice
networked
notable

38. reputation etc.
influence
accomplishments
bridgingcapital
bonding
access 2 ideas/talent
access 2 resources
reciprocity social capital
of your friends

39. ping!!!
http://www.flickr.com/photos/notic/86343146/

40. nice
networked
notable

41. http://www.flickr.com/photos/brraveheart/2072543750/

43. d’uh

44. Jon Brawn
wants to be your friend!
you have 10 friends in common
accept ignore

45. Alex
Karen
April
Jon Brawn Cori
wants to be your friend! Oshun
you have 10 friends in common
Shira
accept ignore Christian
Alex
Gina
Bill

46. I
‘Googled’
TM
you

47. discuss
have you Googled yourself? your company? other
than you, who is talking and what are they saying?

48. genY
rejects brands who ‘court’ them and instead
prefers to pull in the brands that resonate with
them and their values.
info: GEN BUY, Yarrow & O’Donnell 2009 (Wiley)

49. 18%
but advertising doesn’t do it

50. 89%
expect to be able to interact with brands.
stat: WebProNews Oct09

51. how?

52. whuffie
factor

53. turn the be part create
bullhorn of the amazing
around community experiences
embrace find your
the higher
chaos purpose

54. turn the be part create
bullhorn of the amazing
around community experiences
embrace find your
the higher
chaos purpose

55. marketing
b4 the
internet

57. lalalalalala
lalalalalala
lalalalala...

59. http://www.flickr.com/photos/b-tal/179390300/

60. individual
special
unique...
http://www.flickr.com/photos/tin-g/90143310/

61. trusted
friends

62. stop
talking

63. start
listening
http://www.flickr.com/photos/klapow/39693385/

64. Jeff is an
awesome
nice guy.
http://www.flickr.com/photos/nrkbeta/3283932325/

65. “
DELL SUCKS.
DELL LIES. Put
that in your
Google and
smoke it Dell!
Jeff Jarvis

66. E
D LL L
H EL

67. http://www.flickr.com/photos/laughingsquid/464177597/

68. discuss
identify what tools exist for listening. how do you
listen? what do you do with what you hear?

69. turn the be part create
bullhorn of the amazing
around community experiences
embrace find your
the higher
chaos purpose

70. most
businesses
are community
tourists

71. telltale signs of
tourism:
“these natives have quite the life! mañana, baby!”
“s/he spends her whole day socializing and having fun
on twitter/facebook! wish I could get paid for that!”
“when you cut through all of the ‘inane babble’, there
are some valuable posts on twitter.”

72. value
disparity

73. discuss
identify the values that are part of online
communities that business doesn’t share? does
your business share these values? if no, why not?

74. turn the be part create
bullhorn of the amazing
around community experiences
embrace find your
the higher
chaos purpose

75. BO-
RING

77. the
http://www.flickr.com/photos/fiatluxe/150714757/
cult of
apple

78. http://www.flickr.com/photos/larimdame/150441467

79. http://www.flickr.com/photos/adam_knight/415152524/

80. notability means...
1. you deliver on your promises...and then some
2. you make a difference in people’s lives
3. you connect people + experiences together
4. you bring joy to the everyday
5. you put people in charge of their experience
6. you make lives easier

81. discuss
discuss a notable experience you’ve had (can be
with a business or personal relationship).

82. turn the be part create
bullhorn of the amazing
around community experiences
embrace find your
the higher
chaos purpose

83. chaos
is scary

84. much
to fear

85. much
to gain

86. luck 1. lucky people follow their intuition
2. lucky people balance rationality with gut instinct
3. lucky people go out and meet new people and
expose themselves to new situations
4. lucky people see the positive side of situations
5. lucky people are more relaxed and open
from scientific study by Richard Wiseman: The Luck Factor 2003

87. discuss
how far can you start to err to the side of
openness rather than security?

88. measure

89. numbers
numbers
numbers
numbers
numbers
numbers
quantity
numbers
numbers
numbers
numbers
numbers
numbers
numbers
numbers
numbers
numbers
numbers

90. stories
stories
stories
stories
stories
quality
stories
stories
stories
stories
stories
stories
stories
stories
stories
stories
stories
stories

91. meaningful
numbers
havestories

92. discuss
do you currently look at qualitative as well as
quantitative measurements? which ones? how do you
report on these?

93. turn the be part create
bullhorn of the amazing
around community experiences
embrace find your
the higher
chaos purpose

94. the gift
economy

95. generosity
abounds
in online
communities

96. but so does reciprocity...

97. the more
u give

98. the more
u receive

99. whuffie
credits

100. deposits
examples:
helping someone solve a problem
attending community events
showing real interest in what someone
else is working on
using your network to do something good
for the community
demonstrating you implement people’s
suggestions

101. withdrawals
examples:
asking someone else for a favor
promoting your own events or sales
asking for an introduction to someone in
their network (intro up)
acting competitively
name dropping
pitching someone

102. discuss
what deposits are you making on a regular basis. what
is the balance of your whuffie account? discuss more
ways to make deposits.

103. break

104. #3
application

105. exercise
WHO IS OUR CORE CUSTOMER?
WHAT DOES S/HE VALUE?
15min
exercise

106. exercise
WHY WOULD S/HE CARE TO USE OUR PRODUCT
WITH ALL OF THE CHOICES OUT THERE?
(5 solid reasons - narrow it down to 1 core)
15 min
exercise

107. exercise
WE ARE CREATING A CULTURE OF __________.
(fill in the blank - related to #1 & #2)
15min
exercise

108. exercise
HOW DO WE ACHIEVE THIS CULTURE?
15min
exercise

109. exercise
WHAT CAN YOU GIVE BACK TO THE
COMMUNITY?
15min
exercise

110. exercise
WHAT ARE YOUR QUANTITAVE & QUALITATIVE
MEASUREMENTS OF SUCCESS?
15min
exercise

111. q&a

112. big ups
Douglas Pollei
Chris Heuer
Kristie Wells
Brad Smith
Tracy Benson
Jim Roots
Andy Santamaria

113. tara ‘missrogue’ hunt
horsepigcow@gmail.com
514-679-2951
twitter: @missrogue
skype: sanfranrogue
http://www.horsepigcow.com
http://www.thewhuffiefactor.com

114. http://www.slideshare.net/missrogue
images from: http://www.shutterstock.com
(unless marked from Flickr.com + AVATAR screen from 20th Century Fox)