You and Your Whuffie Factor
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You and Your Whuffie Factor



Presentation for Thinking Digital ( in May of 2009.

Presentation for Thinking Digital ( in May of 2009.



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You and Your Whuffie Factor You and Your Whuffie Factor Presentation Transcript

  • You and your whuffie factor a presentation 4 by tara ‘missrogue’ hunt
  • “web 2.0”
  • Facebook = >200Million users Blogs = >150Million+ (+China’s 75M) MySpace = >110Million users Orkut = >75Million users Twitter = >20 Million
  • Twitter = >26,000 followers Facebook = >2,500 friends Flickr = >1,400 friends l’il ole me
  • scary
  • newsflash: you can’t shut the internets down
  • #FAIL
  • but I was actually really curious about this...
  • why were some companies being received with
  • while others were being greeted with
  • ???
  • while I was pondering this I picked up a book by
  • [cory doctorow]
  • [boing boing]
  • instead of $$
  • whuffie
  • =
  • social capital
  • =
  • reputation
  • connections (both strong and weak)
  • influence
  • access to resources/talent/more connections
  • favors added up (reciprocity)
  • publicly known accomplishments
  • levels of trust
  • etc
  • in cory’s future
  • when you
  • whuffie
  • score
  • high score
  • =
  • good reputation
  • trustworthy
  • listen to their advice
  • you can also buy stuff with your whuffie
  • but something sounded familiar to me
  • it isn’t futuristic nor is it fictional
  • it’s here and now
  • it’s how we relate to one another
  • online communities
  • ping!
  • Friended!
  • ping! hmmm...don’t know him well enough to transfer trust...
  • A. ask for more info B. ignore for now
  • so if
  • a quick
  • would tell me
  • he’s not interested in being my friend
  • he wants value from me
  • without providing me any value
  • [reciprocity]
  • if you want to become an influencer
  • someone who is whuffie rich
  • whose ideas spread
  • who is well-loved
  • you need to
  • credibility
  • it’s really as simple as that
  • but there’s a catch
  • didn’t happen overnight
  • it required a different perspective
  • alot of time and attention
  • it won’t cost you very much $$
  • and you’ll see results in real time
  • it involves
  • 5 ways to raise whuffie
  • whuffie factor #1: turn the bullhorn around
  • how marketing looked before the internet
  • then came the competition
  • got louder
  • and louder
  • led to
  • main characteristic
  • impersonal
  • which is why
  • people we trust
  • if you are still
  • you are totally missing
  • if you want to
  • sounds easy, but it isn’t
  • focus on individuals
  • understand the needs of a community
  • that’s totally challenging
  • but if you don’t listen...and then respond...the silence will
  • smack down your whuffie
  • just ask Dell computer
  • “ DELL SUCKS. DELL LIES. Put that in your Google ” and smoke it Dell! Jeff Jarvis
  • Dell turning the bullhorn around 1. Direct2Dell - blog where people could start talking to Dell about their experiences. 2. Instantly responding to fiascos (like the exploding laptop) 3. CES - blogger lounge with Michael Dell 4. Dell Idea Storm 5. Delivering on the ideas generated in the tool 6. rinse. repeat.
  • DELL turned their whuffie deficit into a whuffie making machine, stopping their decline in sales and stopped their bad press.
  • but if you want to really become
  • whuffie factor #2: become part of the community u 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?
  • whuffie factor #3: create amazing customer experiences
  • truly amazing experiences lead to:
  • these types of feelings
  • but what leads to these feelings?
  • and can you design for them?
  • in a word: YES
  • automagicness
  • automagic: a user experience so seamless that it feels like magic just occurred.
  • #1. book my flight
  • #2. forward confirmation email to
  • 3. they do some magic stuff with that email
  • 4. voila! an itinerary!
  • bonus: iphone application
  • throwing sheep
  • throwing sheep: fun, lightweight activities that encourage user participation, but don’t ‘do’ much else
  • examples of throwing sheep • FB: poking • Dopplr: velocity metric • FB: ‘I like this’ • Pop Sugar: karma • Twitter: nudging points • Twitter: tweeting • Favouriting/starring casual stuff • Virtual gifting • Maya’s Mom: kudos
  • lighten up!
  • lighten up: the ability to inject fun into the most serious & professional interactions
  • southwest airlines
  • then there is the 404 error page...
  • email auto-responders
  • whuffie factor #4: embrace the chaos
  • controlling the message?
  • heh
  • I’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 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
  • in the old days, you had one chance to get the message just right...
  • today, you have multiple conversations and iterations to build that message 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 successful in the 1st place.
  • ...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?
  • whuffie factor #5: find ur 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
  • A couple-a gifts to give that won’t leave you broke
  • 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 Influencers are adding you as success. friends on social networks. • • When budgets get tightened, you You work with your competitors tighten operational costs. towards better customer experiences for all. • Your only customer service policy • is to do right by the customer. You know you compete for your customers’ attention with everyone.
  • help others go further
  • spread love
  • • 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 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
  • end.
  • In stores now!
  • about those rockin’ images: • Many are from (totally cool site) • except as marked on the photo... • a screenshot of my friendwheel: http:// • and the logos & screengrabs I stole from all of the respective sites...
  • some references • • Total Insanity • Dell Idea Storm • Cory’s site • Southpark Underpants Gnomes clips/151040 • Best 404 pages: • Creative Commons: • Friend Wheel: • Great internet stats: • Whuffie:
  • Tara missrogue Hunt author, The Whuffie Factor 415.694.1951 twitter: missrogue skype: tarahunt747