why whuffie is my
super awesome SEO
      jetpack




                                               by: tara ‘missrogue’ h...
seo
                                   whuffie




      http://www.flickr.com/photos/colonelpanic/3183708010/
google results are the
closest approximation to a
 whuffie measurement we
        got today...
searches I suck on
but should care about
• marketing                 • online marketing book
• author                    •...
my book is selling well
(sans a marketing budget)
I’m turning down
 consulting work
I speak at 5-8 events per
         month
one word:
whuffie
wtf?
http://www.flickr.com/photos/eschipul/437288525/
http://www.flickr.com/photos/stuckincustoms/459418289/
he wrote
instead of $$
=
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
in cory’s future
http://www.flickr.com/photos/notic/86343146/
high score
=
good reputation
trust them
listen to their advice
it also buys you stuff
http://www.flickr.com/photos/brraveheart/2072543750/
sounds familiar?
this ain’t the future
& it ain’t fiction
it’s real
right now
how we relate today
online communities
2,700+ Facebook Friends
27,000+ twitter followers
1,500
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

T...
people join these online
     communities
to make
connections
       +time

      = trust
     the basis of
=
       whuffie
authenticity matters
if you want to become
whuffie rich
=
have people fall in love
with your product/service
build long term customer
         loyalty
spread awesome word of
        mouth
getting oodles of people
returning to your website
you need to build...
trust
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 principles for raising
        whuffie
#1. turn the
bullhorn around
b2c communication b4 the
       internet
then came the competition
got louder
and louder
and 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 listen
           to
if you are still
you’re totally missing out
            on
http://www.flickr.com/photos/striatic/133146861/
if you really want to
http://www.flickr.com/photos/klapow/39693385/
sounds easy, but it isn’t
focus on individuals
understanding the needs
of the entire community
that’s totally challenging
8 tips for being a beacon
 for constant feedback:
1. get advice from experts, but design for the
   needs of the novice

2. respond to ALL feedback, even when you
   have t...
some ways to give credit
• mention contributions in   • send a gift certificate or
  blog posts, tweets and        special ...
5. point out and explain changes as you make
   them

6. make small, continuous improvements

7. go out to find your feedba...
to really become
http://www.flickr.com/photos/klapow/39693385/
#2. become part of the
community you serve
for the ultimate in being
able to gr0k ur customers
what they want
anticipate their needs
tune in and turn them on
you need to
http://www.flickr.com/photos/vaxzine/172651123/
collaborate and share with
      other designers
fall in love with what your
       customers love
use competitor’s tools
until you love them, too
go to conferences
barcamps
codejams
meetups
and everywhere you can
possibly meet creative, tuned
          in people
and you’ll figure out what
  makes the difference
        between
and then you can...
#3. create amazing
customer experiences
and 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/
creating these
experiences will
a couple of ways to do this
automagicness
automagic:
  a user experience so
seamless that it feels like
          magic
lilgrams.com
automagic sign ins
automagic posting to the
  sites of your choice
automagic matching of
milestones with xif data from photos
automagic lilgram sender
 to pre-defined recipients
automagic posting from twitter
       from the road
tripit.com
1. I book my flight/hotel
2. I forward the confirmation email
         to plans@tripit.com
3. it’s automagically converted into
          an itinerary for me
an automagic neat and tidy
 awesome itinerary for me
and an iPhone application
  for more magicness!
throwing sheep
throwing sheep:
ancillary fun, lightweight
activities that encourage
   user participation
throwing sheep examples
• Facebook poking           • Dopplr’s velocity metric
• Facebook ‘I Like This’    • Favoriting/st...
lighten up!
lightening up:
 the ability to inject fun
 into the most serious &
professional interactions
southwest.com
The ‘rapping’ flight attendant - Southwest Airlines
flickr.com
            http://flickr.com/photos/joshb/1408947023/
some 404 error pages
apartmenthomeliving.com
d20srd.org
tinsanity.net
http://tinsanity.net/404
horsepigcow.com
#4.
embrace the chaos
controlling the message?
heh
http://www.flickr.com/photos/wiseacre/153532248/
I know...it’s hard to
embrace the chaos...
long history
of fear
the fear mongers

• corporate espionage
• competition
• security
• litigation
• bad-mouthers
• mistrust
it’s on their shoulders


• Legal
• Public Relations/Corporate Communications
• IT
understand the need
    for security
but balance it with the
  need for openness
there are many benefits
    to openness and
     transparency
benefits of embracing the
         chaos
• you’ll be better prepared for the unexpected
• you’ll join in the conversation t...
in the old days, you had
    one chance to get
 everything just right...
today, you have multiple
conversations and iterations to
build with your customers and
           audience.
Funny how we create our own rat traps
 in our success. Once we're 'there' we
can no longer do the stuff that made us
     ...
...or can we?
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
4 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       •   You have a long list of customer
    keep your customers o...
customer-centric
•   You send customers to other        •   Your customers are doing
    websites.                        ...
help others go further
spread love
akoha.com
•do well by doing good
•think customer-centrically
•help others go further
•spread love
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 y...
people will talk about you,
link to you, search for you
         (directly)
whuffie rich search
     results
=
better word of mouth
repeat sales
customer loyalty
=
more traffic and solid
       leads
big, fat increase to your
       bottom line
which will help you buy stuff
http://www.flickr.com/photos/brraveheart/2072543750/
which is why whuffie is
   my SEO jetpack.
end.
Order
                      Whuffie
                      today!



http://thewhuffiefactor.com
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
•   Lilgrams http://www.lilgrams.com

•   TripIt http://www.tripit.com

•   Akoha.com http://www.akoha.com...
Tara missrogue
     Hunt
marketing lead, Intuit Partner Platform

           horsepigcow@gmail.com
                415.694...
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
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Why Whuffie is My SEO Jetpack
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Why Whuffie is My SEO Jetpack

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The presentation I gave at SES

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  • Tara gets it. Period. End of Story. Watch It. You will love it. Stop wasting time. ROI. Thanks Tara for giving. Dean
       Reply 
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  • Hi Tara! I saw your presentation at WordCamp SF, and you did an amazing job! Thanks for all the Whuffie advice and for signing my book. :)
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  • Thanks so much. This is a very good lesson to me & I love it :)
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  • Nice graphs, great story, smooth pace and what a contents! But does it apply to all products and services offered to the market or does it only apply to yours?

    Always in for a discussion

    Andy
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  • Beautiful as ever.
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Why Whuffie is My SEO Jetpack

  1. 1. why whuffie is my super awesome SEO jetpack by: tara ‘missrogue’ hunt buy this awesome tee here: http://www.imahottee.com/jetpack-shirt.html
  2. 2. seo whuffie http://www.flickr.com/photos/colonelpanic/3183708010/
  3. 3. google results are the closest approximation to a whuffie measurement we got today...
  4. 4. searches I suck on but should care about • marketing • online marketing book • author • web community book • online marketing • social media book • online marketing • social media consultant consultant • social media speaker • public speaker • etc. • online marketing public speaker
  5. 5. my book is selling well (sans a marketing budget)
  6. 6. I’m turning down consulting work
  7. 7. I speak at 5-8 events per month
  8. 8. one word:
  9. 9. whuffie
  10. 10. wtf?
  11. 11. http://www.flickr.com/photos/eschipul/437288525/
  12. 12. http://www.flickr.com/photos/stuckincustoms/459418289/
  13. 13. he wrote
  14. 14. instead of $$
  15. 15. =
  16. 16. social capital
  17. 17. =
  18. 18. reputation
  19. 19. connections (both strong and weak)
  20. 20. influence
  21. 21. access to resources/access to more connections
  22. 22. favors added up (reciprocity)
  23. 23. public accomplishments
  24. 24. levels of trust
  25. 25. in cory’s future
  26. 26. http://www.flickr.com/photos/notic/86343146/
  27. 27. high score
  28. 28. =
  29. 29. good reputation
  30. 30. trust them
  31. 31. listen to their advice
  32. 32. it also buys you stuff
  33. 33. http://www.flickr.com/photos/brraveheart/2072543750/
  34. 34. sounds familiar?
  35. 35. this ain’t the future
  36. 36. & it ain’t fiction
  37. 37. it’s real
  38. 38. right now
  39. 39. how we relate today
  40. 40. online communities
  41. 41. 2,700+ Facebook Friends
  42. 42. 27,000+ twitter followers
  43. 43. 1,500
  44. 44. I have strong or weak connections to
  45. 45. I’m not telling you this to show off
  46. 46. i’m not that unique
  47. 47. Blogs = >115Million+ (+China’s 75M) MySpace = >110Million users Facebook = >80Million users Orkut = >75Million users Twitter = >15 Million
  48. 48. people join these online communities
  49. 49. to make
  50. 50. connections +time = trust the basis of = whuffie
  51. 51. authenticity matters
  52. 52. if you want to become
  53. 53. whuffie rich
  54. 54. =
  55. 55. have people fall in love with your product/service
  56. 56. build long term customer loyalty
  57. 57. spread awesome word of mouth
  58. 58. getting oodles of people returning to your website
  59. 59. you need to build...
  60. 60. trust
  61. 61. it’s really as simple as that
  62. 62. but there is a catch
  63. 63. didn’t happen overnight
  64. 64. it required a different perspective
  65. 65. a lot of time and attention
  66. 66. involves
  67. 67. 5 principles for raising whuffie
  68. 68. #1. turn the bullhorn around
  69. 69. b2c communication b4 the internet
  70. 70. then came the competition
  71. 71. got louder
  72. 72. and louder
  73. 73. and led to
  74. 74. main characteristic
  75. 75. impersonal
  76. 76. http://www.flickr.com/photos/b-tal/179390300/
  77. 77. http://www.flickr.com/photos/tin-g/90143310/
  78. 78. which is why people listen to
  79. 79. if you are still
  80. 80. you’re totally missing out on
  81. 81. http://www.flickr.com/photos/striatic/133146861/
  82. 82. if you really want to
  83. 83. http://www.flickr.com/photos/klapow/39693385/
  84. 84. sounds easy, but it isn’t
  85. 85. focus on individuals
  86. 86. understanding the needs of the entire community
  87. 87. that’s totally challenging
  88. 88. 8 tips for being a beacon for constant feedback:
  89. 89. 1. get advice from experts, but design for the needs of the novice 2. respond to ALL feedback, even when you have to say ‘no thanks’ 3. don’t take negative feedback personally 4. give credit to those whose ideas you implement
  90. 90. some ways to give credit • mention contributions in • send a gift certificate or blog posts, tweets and special coupon code videos • schwag and schtuff • name a product or feature after the contributor (or let them • upgrade their account name it) • give the contributor more responsibility • send journalists their way
  91. 91. 5. point out and explain changes as you make them 6. make small, continuous improvements 7. go out to find your feedback 8. ignore the haters
  92. 92. to really become
  93. 93. http://www.flickr.com/photos/klapow/39693385/
  94. 94. #2. become part of the community you serve
  95. 95. for the ultimate in being able to gr0k ur customers
  96. 96. what they want
  97. 97. anticipate their needs
  98. 98. tune in and turn them on
  99. 99. you need to
  100. 100. http://www.flickr.com/photos/vaxzine/172651123/
  101. 101. collaborate and share with other designers
  102. 102. fall in love with what your customers love
  103. 103. use competitor’s tools until you love them, too
  104. 104. go to conferences
  105. 105. barcamps
  106. 106. codejams
  107. 107. meetups
  108. 108. and everywhere you can possibly meet creative, tuned in people
  109. 109. and you’ll figure out what makes the difference between
  110. 110. and then you can...
  111. 111. #3. create amazing customer experiences
  112. 112. and when I say amazing
  113. 113. I mean experiences that lead to
  114. 114. http://www.flickr.com/photos/lugolounge/6780004/
  115. 115. http://www.flickr.com/photos/teointarifa/490408075/
  116. 116. http://www.flickr.com/photos/60852569@N00/242746787/
  117. 117. creating these experiences will
  118. 118. a couple of ways to do this
  119. 119. automagicness
  120. 120. automagic: a user experience so seamless that it feels like magic
  121. 121. lilgrams.com
  122. 122. automagic sign ins
  123. 123. automagic posting to the sites of your choice
  124. 124. automagic matching of milestones with xif data from photos
  125. 125. automagic lilgram sender to pre-defined recipients
  126. 126. automagic posting from twitter from the road
  127. 127. tripit.com
  128. 128. 1. I book my flight/hotel
  129. 129. 2. I forward the confirmation email to plans@tripit.com
  130. 130. 3. it’s automagically converted into an itinerary for me
  131. 131. an automagic neat and tidy awesome itinerary for me
  132. 132. and an iPhone application for more magicness!
  133. 133. throwing sheep
  134. 134. throwing sheep: ancillary fun, lightweight activities that encourage user participation
  135. 135. throwing sheep examples • Facebook poking • Dopplr’s velocity metric • Facebook ‘I Like This’ • Favoriting/starring • Twitter nudging • Virtual gift giving • Most tweets in general • Virtual walls • Ma.gnolia’s give thanks • Pop Sugar’s karma points • Maya’s Mom’s kudos
  136. 136. lighten up!
  137. 137. lightening up: the ability to inject fun into the most serious & professional interactions
  138. 138. southwest.com The ‘rapping’ flight attendant - Southwest Airlines
  139. 139. flickr.com http://flickr.com/photos/joshb/1408947023/
  140. 140. some 404 error pages
  141. 141. apartmenthomeliving.com
  142. 142. d20srd.org
  143. 143. tinsanity.net http://tinsanity.net/404
  144. 144. horsepigcow.com
  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. I know...it’s hard to embrace the chaos...
  150. 150. long history
  151. 151. of fear
  152. 152. the fear mongers • corporate espionage • competition • security • litigation • bad-mouthers • mistrust
  153. 153. it’s on their shoulders • Legal • Public Relations/Corporate Communications • IT
  154. 154. understand the need for security
  155. 155. but balance it with the need for openness
  156. 156. there are many benefits to openness and transparency
  157. 157. benefits of embracing the chaos • you’ll be better prepared for the unexpected • you’ll join in the conversation that is already happening and be welcomed for this move • it will bring in the opportunity for collaboration • it will make your ideas stronger • it will create supporters you didn’t know you had
  158. 158. in the old days, you had one chance to get everything just right...
  159. 159. today, you have multiple conversations and iterations to build with your customers and audience.
  160. 160. Funny how we create our own rat traps in our success. Once we're 'there' we can no longer do the stuff that made us successful in the 1st place.
  161. 161. ...or can we?
  162. 162. we’re just one more step away from
  163. 163. here is some food for thought
  164. 164. while money is part of the
  165. 165. market economy
  166. 166. whuffie is part of the
  167. 167. it acts kind of opposite
  168. 168. the more you give away, the more whuffie you gain
  169. 169. whuffie is only valuable when it circulates
  170. 170. and as it circulates, it
  171. 171. but we still need to make $$ to pay the rent
  172. 172. so the question is...
  173. 173. what can you give away that won’t leave you broke?
  174. 174. #5. find your higher purpose.
  175. 175. born out of passion?
  176. 176. serving a need?
  177. 177. fighting the good fight?
  178. 178. maybe that stuff doesn’t interest you
  179. 179. maybe you just want to
  180. 180. does it mean that you will be whuffie poor?
  181. 181. nah.
  182. 182. you just have to find a way to give back to the community
  183. 183. the more you give, the more that comes back
  184. 184. 4 gifts to give that won’t leave you broke
  185. 185. “nerd values” do well by doing good
  186. 186. “...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
  187. 187. think customer-centrically
  188. 188. not customer-centric • You do everything you can to • You have a long list of customer keep your customers on your relations policies. Any website. 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 • When budgets get tightened, how to use your product. you 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 • You are bothered by a customer about your product. describing your product in their own words that doesn’t match your brand.
  189. 189. customer-centric • You send customers to other • Your customers are doing websites. things 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 • Your only customer service everyone. policy is to do right by the customer.
  190. 190. help others go further
  191. 191. spread love
  192. 192. akoha.com
  193. 193. •do well by doing good •think customer-centrically •help others go further •spread love
  194. 194. whuffie
  195. 195. will grow over time
  196. 196. so combine all of the
  197. 197. •turn the bullhorn around •become part of the community you serve •create amazing experiences •embrace the chaos •find your higher purpose
  198. 198. people will talk about you, link to you, search for you (directly)
  199. 199. whuffie rich search results
  200. 200. =
  201. 201. better word of mouth
  202. 202. repeat sales
  203. 203. customer loyalty
  204. 204. =
  205. 205. more traffic and solid leads
  206. 206. big, fat increase to your bottom line
  207. 207. which will help you buy stuff
  208. 208. http://www.flickr.com/photos/brraveheart/2072543750/
  209. 209. which is why whuffie is my SEO jetpack.
  210. 210. end.
  211. 211. Order Whuffie today! http://thewhuffiefactor.com
  212. 212. licensing: http://www.slideshare.net/missrogue
  213. 213. 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...
  214. 214. some references • Lilgrams http://www.lilgrams.com • TripIt http://www.tripit.com • Akoha.com http://www.akoha.com • Facebook http://www.facebook.com • Twitter http://www.twitter.com • Creative Commons: http://www.creativecommons.org • Quicken: http://quicken.intuit.com/ • Maya’s Mom: http://www.mayasmom.com • Dopplr: http://www.dopplr.com • Friend Wheel: http://apps.facebook.com/friendwheel • Great internet stats: http://pewinternet.org • Whuffie: http://en.wikipedia.org/wiki/Whuffie • 404 Research Lab: http://plinko.net/404/ • More awesome 404: http://www.smashingmagazine.com/ 2009/01/29/404-error-pages-one-more-time
  215. 215. 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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