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