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You and Your Whuffie Factor
 

You and Your Whuffie Factor

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

Presentation for Thinking Digital (http://thinkingdigital.co.uk) 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 thinkingdigital.co.uk 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
    • 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! Jeff Jarvis
    • http://www.flickr.com/photos/laughingsquid/464177597/
    • 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:
    • 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’ • 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
    • 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 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
    • 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 • 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/
    • 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... • 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 • 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
    • Tara missrogue Hunt author, The Whuffie Factor horsepigcow@gmail.com 415.694.1951 twitter: missrogue skype: tarahunt747 www.horsepigcow.com