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You and your whuffie factor
               a presentation 4
            thinkingdigital.co.uk




                         ...
“web 2.0”
Facebook = >200Million users
Blogs = >150Million+ (+China’s 75M)
MySpace = >110Million users
Orkut = >75Million users
Twit...
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
http://www.flickr.com/photos/eschipul/437288525/
[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
http://www.flickr.com/photos/notic/86343146/
whuffie
score
high score
=
good reputation
trustworthy
listen to their advice
you can also buy stuff with
       your whuffie
http://www.flickr.com/photos/brraveheart/2072543750/
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
http://www.flickr.com/photos/notic/86343146/
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
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
but if you don’t listen...and then
   respond...the silence will
smack down your whuffie
just ask Dell computer
http://www.flickr.com/photos/nrkbeta/3283932325/
“
    DELL SUCKS. DELL LIES.
    Put that in your Google


                         ”
       and smoke it Dell!
          ...
http://www.flickr.com/photos/laughingsquid/464177597/
Dell turning the bullhorn
         around
1. Direct2Dell - blog where people could start
   talking to Dell about their ex...
DELL turned their whuffie deficit
  into a whuffie making machine,
stopping their decline in sales and
      stopped their ba...
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:
http://www.flickr.com/photos/lugolounge/6780004/
http://www.flickr.com/photos/teointarifa/490408075/
http://www.flickr.com/photos/60852569@N00/242746787/
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.
lilgrams.com
tripit.com
#1. book my flight
#2. forward confirmation
email to plans@tripit.com
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’
  ...
lighten up!
lighten up:
  the ability to inject fun into
the most serious & professional
           interactions
southwest airlines
flickr.com
        http://flickr.com/photos/joshb/1408947023/
then there is the 404 error
          page...
apartmenthomeliving.com/404
d20srd.org/err
tinsanity.net/404
horsepigcow.com/404
email auto-responders
whuffie factor #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 conversa...
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 s...
...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 hav...
customer-centric
•                                       •
    You send customers to other             Your customers are ...
help others go further
spread love
akoha.com
• 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
• ...
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/
end.
In stores
                         now!




http://thewhuffiefactor.com
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

•   Total Insanity http://tinsanity.net

•   Dell Idea Storm http://id...
Tara missrogue Hunt
    author, The Whuffie Factor

        horsepigcow@gmail.com
             415.694.1951
          twitt...
You and Your Whuffie Factor
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You and Your Whuffie Factor

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Presentation for Thinking Digital (http://thinkingdigital.co.uk) in May of 2009.

Published in: Business, Technology, Design

Transcript of "You and Your Whuffie Factor"

  1. 1. You and your whuffie factor a presentation 4 thinkingdigital.co.uk by tara ‘missrogue’ hunt
  2. 2. “web 2.0”
  3. 3. Facebook = >200Million users Blogs = >150Million+ (+China’s 75M) MySpace = >110Million users Orkut = >75Million users Twitter = >20 Million
  4. 4. Twitter = >26,000 followers Facebook = >2,500 friends Flickr = >1,400 friends l’il ole me
  5. 5. scary
  6. 6. newsflash: you can’t shut the internets down
  7. 7. #FAIL
  8. 8. but I was actually really curious about this...
  9. 9. why were some companies being received with
  10. 10. while others were being greeted with
  11. 11. ???
  12. 12. while I was pondering this I picked up a book by
  13. 13. http://www.flickr.com/photos/eschipul/437288525/
  14. 14. [cory doctorow]
  15. 15. [boing boing]
  16. 16. instead of $$
  17. 17. whuffie
  18. 18. =
  19. 19. social capital
  20. 20. =
  21. 21. reputation
  22. 22. connections (both strong and weak)
  23. 23. influence
  24. 24. access to resources/talent/more connections
  25. 25. favors added up (reciprocity)
  26. 26. publicly known accomplishments
  27. 27. levels of trust
  28. 28. etc
  29. 29. in cory’s future
  30. 30. when you
  31. 31. http://www.flickr.com/photos/notic/86343146/
  32. 32. whuffie
  33. 33. score
  34. 34. high score
  35. 35. =
  36. 36. good reputation
  37. 37. trustworthy
  38. 38. listen to their advice
  39. 39. you can also buy stuff with your whuffie
  40. 40. http://www.flickr.com/photos/brraveheart/2072543750/
  41. 41. but something sounded familiar to me
  42. 42. it isn’t futuristic nor is it fictional
  43. 43. it’s here and now
  44. 44. it’s how we relate to one another
  45. 45. online communities
  46. 46. ping!
  47. 47. Friended!
  48. 48. ping! hmmm...don’t know him well enough to transfer trust...
  49. 49. A. ask for more info B. ignore for now
  50. 50. so if
  51. 51. a quick
  52. 52. http://www.flickr.com/photos/notic/86343146/
  53. 53. would tell me
  54. 54. he’s not interested in being my friend
  55. 55. he wants value from me
  56. 56. without providing me any value
  57. 57. [reciprocity]
  58. 58. if you want to become an influencer
  59. 59. someone who is whuffie rich
  60. 60. whose ideas spread
  61. 61. who is well-loved
  62. 62. you need to
  63. 63. credibility
  64. 64. it’s really as simple as that
  65. 65. but there’s a catch
  66. 66. didn’t happen overnight
  67. 67. it required a different perspective
  68. 68. alot of time and attention
  69. 69. it won’t cost you very much $$
  70. 70. and you’ll see results in real time
  71. 71. it involves
  72. 72. 5 ways to raise whuffie
  73. 73. whuffie factor #1: turn the bullhorn around
  74. 74. how marketing looked before the internet
  75. 75. then came the competition
  76. 76. got louder
  77. 77. and louder
  78. 78. led to
  79. 79. main characteristic
  80. 80. impersonal
  81. 81. http://www.flickr.com/photos/b-tal/179390300/
  82. 82. http://www.flickr.com/photos/tin-g/90143310/
  83. 83. which is why
  84. 84. people we trust
  85. 85. if you are still
  86. 86. you are totally missing
  87. 87. http://www.flickr.com/photos/striatic/133146861/
  88. 88. if you want to
  89. 89. http://www.flickr.com/photos/klapow/39693385/
  90. 90. sounds easy, but it isn’t
  91. 91. focus on individuals
  92. 92. understand the needs of a community
  93. 93. that’s totally challenging
  94. 94. but if you don’t listen...and then respond...the silence will
  95. 95. smack down your whuffie
  96. 96. just ask Dell computer
  97. 97. http://www.flickr.com/photos/nrkbeta/3283932325/
  98. 98. “ DELL SUCKS. DELL LIES. Put that in your Google ” and smoke it Dell! Jeff Jarvis
  99. 99. http://www.flickr.com/photos/laughingsquid/464177597/
  100. 100. 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.
  101. 101. DELL turned their whuffie deficit into a whuffie making machine, stopping their decline in sales and stopped their bad press.
  102. 102. but if you want to really become
  103. 103. whuffie factor #2: become part of the community u serve
  104. 104. getting out
  105. 105. the question is
  106. 106. figure out
  107. 107. who is it that you serve?
  108. 108. what problem are you solving?
  109. 109. for whom?
  110. 110. knowing that makes it easier
  111. 111. then join them!
  112. 112. not as market research
  113. 113. not as a voyeur
  114. 114. not to sell anyone anything
  115. 115. if you join a community with the wrong intentions
  116. 116. authenticity matters
  117. 117. what you need to figure out is
  118. 118. learn from that
  119. 119. integrate it into what you are offering
  120. 120. lastly figure out
  121. 121. why would they give a damn?
  122. 122. seemingly infinite choice
  123. 123. what is the difference between
  124. 124. you need to be remarkable
  125. 125. because then
  126. 126. some people may even give a damn.
  127. 127. and how does one achieve remarkability?
  128. 128. whuffie factor #3: create amazing customer experiences
  129. 129. truly amazing experiences lead to:
  130. 130. http://www.flickr.com/photos/lugolounge/6780004/
  131. 131. http://www.flickr.com/photos/teointarifa/490408075/
  132. 132. http://www.flickr.com/photos/60852569@N00/242746787/
  133. 133. these types of feelings
  134. 134. but what leads to these feelings?
  135. 135. and can you design for them?
  136. 136. in a word: YES
  137. 137. automagicness
  138. 138. automagic: a user experience so seamless that it feels like magic just occurred.
  139. 139. lilgrams.com
  140. 140. tripit.com
  141. 141. #1. book my flight
  142. 142. #2. forward confirmation email to plans@tripit.com
  143. 143. 3. they do some magic stuff with that email
  144. 144. 4. voila! an itinerary!
  145. 145. bonus: iphone application
  146. 146. throwing sheep
  147. 147. throwing sheep: fun, lightweight activities that encourage user participation, but don’t ‘do’ much else
  148. 148. 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
  149. 149. lighten up!
  150. 150. lighten up: the ability to inject fun into the most serious & professional interactions
  151. 151. southwest airlines
  152. 152. flickr.com http://flickr.com/photos/joshb/1408947023/
  153. 153. then there is the 404 error page...
  154. 154. apartmenthomeliving.com/404
  155. 155. d20srd.org/err
  156. 156. tinsanity.net/404
  157. 157. horsepigcow.com/404
  158. 158. email auto-responders
  159. 159. whuffie factor #4: embrace the chaos
  160. 160. controlling the message?
  161. 161. heh
  162. 162. http://www.flickr.com/photos/wiseacre/153532248/
  163. 163. I know...it’s hard to embrace the chaos...
  164. 164. long history
  165. 165. of fear
  166. 166. the fear mongers • corporate espionage • competition • security • litigation • bad-mouthers • mistrust
  167. 167. it’s on their shoulders • Legal • Public Relations/Corporate Communications • IT
  168. 168. understand the need for security
  169. 169. but balance it with the need for openness
  170. 170. there are many benefits to openness and transparency
  171. 171. 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
  172. 172. in the old days, you had one chance to get the message just right...
  173. 173. today, you have multiple conversations and iterations to build that message with your customers and audience.
  174. 174. 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.
  175. 175. ...or can we?
  176. 176. we’re just one more step away from
  177. 177. here is some food for thought
  178. 178. while money is part of the
  179. 179. market economy
  180. 180. whuffie is part of the
  181. 181. it acts kind of opposite
  182. 182. the more you give away, the more whuffie you gain
  183. 183. whuffie is only valuable when it circulates
  184. 184. and as it circulates, it
  185. 185. but we still need to make $$ to pay the rent
  186. 186. so the question is...
  187. 187. what can you give away that won’t leave you broke?
  188. 188. whuffie factor #5: find ur higher purpose
  189. 189. born out of passion?
  190. 190. serving a need?
  191. 191. fighting the good fight?
  192. 192. maybe that stuff doesn’t interest you
  193. 193. maybe you just want to
  194. 194. does it mean that you will be whuffie poor?
  195. 195. nah.
  196. 196. you just have to find a way to give back to the community
  197. 197. the more you give, the more that comes back
  198. 198. A couple-a gifts to give that won’t leave you broke
  199. 199. think customer-centrically
  200. 200. 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.
  201. 201. 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.
  202. 202. help others go further
  203. 203. spread love
  204. 204. akoha.com
  205. 205. • think customer-centrically • help others go further • spread love
  206. 206. whuffie
  207. 207. will grow over time
  208. 208. so combine all of the
  209. 209. • turn the bullhorn around • become part of the community you serve • create amazing experiences • embrace the chaos • find your higher purpose
  210. 210. you will raise whuffie
  211. 211. whuffie rich
  212. 212. =
  213. 213. better word of mouth
  214. 214. repeat sales
  215. 215. customer loyalty
  216. 216. =
  217. 217. big, fat increase to your bottom line
  218. 218. which will help you buy stuff
  219. 219. http://www.flickr.com/photos/brraveheart/2072543750/
  220. 220. end.
  221. 221. In stores now! http://thewhuffiefactor.com
  222. 222. http://www.slideshare.net/missrogue
  223. 223. 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...
  224. 224. some references • Akoha.com http://www.akoha.com • Total Insanity http://tinsanity.net • Dell Idea Storm http://ideastorm.dell.com • Cory’s site http://craphound.com • Southpark Underpants Gnomes http://www.southparkstudios.com/ clips/151040 • Best 404 pages: http://www.plinko.net/404/ • Creative Commons: http://www.creativecommons.org • Friend Wheel: http://apps.facebook.com/friendwheel • Great internet stats: http://pewinternet.org • Whuffie: http://en.wikipedia.org/wiki/Whuffie
  225. 225. Tara missrogue Hunt author, The Whuffie Factor horsepigcow@gmail.com 415.694.1951 twitter: missrogue skype: tarahunt747 www.horsepigcow.com
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