Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Making Whuffie


Published on

The presentation I gave on March 15 to the SXSW crowd.

Making Whuffie

  1. MAKIN’ WHUFFIE raising social capital in online communities by tara ‘missrogue’ hunt
  2. wtf
  3. is
  4. whuffie?
  6. boingboing
  7. cory
  8. is crazy
  9. about
  11. he wrote
  12. sci-fi story
  13. his characters
  14. actually live in
  16. Down and Out in the Magic Kingdon
  17. instead of
  18. money
  19. thing he calls
  20. whuffie
  21. =
  22. social capital
  23. =
  24. reputation
  25. connections (both strong and weak)
  26. influence
  27. access to resources/access to more connections
  28. favors added up (reciprocity)
  29. public accomplishments
  30. levels of trust
  31. etc.
  32. in cory’s future
  33. when you
  35. whuffie
  36. score
  37. high score
  38. =
  39. good reputation
  40. trust them
  41. listen to their advice
  42. it also buys you stuff
  44. but this should sound
  45. familiar
  46. this ain’t the future
  47. & it ain’t fiction
  48. it’s real
  49. right now
  50. how
  51. relate
  52. online communities
  53. 2,500+ Facebook Friends
  54. 24,000+ twitter followers
  55. 1,300
  56. I have strong or weak connections to
  57. I’m not telling you this to show off
  58. i’m not that unique
  59. Blogs = >115Million+ (+China’s 75M) MySpace = >110Million users Facebook = >80Million users Orkut = >75Million users Twitter = >15 Million
  60. X
  61. buy
  62. whuffie
  63. you see
  64. whuffie
  65. !=
  66. $$$$$
  67. people join online communities
  68. to make
  69. connections + time = trust = the basis of whuffie
  70. credibility matters
  71. if you are known to take $$ to talk about a product
  72. you lose credibility
  73. without whuffie
  74. you lose
  75. and the recommendations you make will be seen as
  76. if you want to become an
  77. influencer
  78. awesome word of mouth
  79. build customer love and loyalty
  80. [someone who is whuffie rich]
  81. credibility
  82. it’s really as simple as that
  83. but there is a catch
  84. didn’t happen overnight
  85. it required a different perspective
  86. a lot of time and attention
  87. involves
  88. 5 key components to raising your whuffie
  89. #1. turn that bullhorn inwards
  90. how marketing looked before the internet
  91. got louder
  92. and louder
  93. led to
  94. main characteristic
  95. impersonal
  98. which is why
  99. people we trust
  100. if you are still
  101. you are totally missing
  103. if you want to
  105. sounds easy, but it isn’t
  106. focus on individuals
  107. understand the needs of a community
  108. that’s totally challenging
  109. the 8 commandments of receiving feedback
  110. 1. Get advice and input from experts but design for the broader community 2. Respond to all feedback, even when you respond by saying, “No thanks.” 3. Do not take negative feedback personally; remember that when people give feedback, they are doing so because they care and have taken the time to improve their experience. 4. Give credit to those whose ideas you implement; nothing says “we are open to conversation” better.
  111. 5. When you a implement new idea, make sure that you highlight it, and ask for feedback. 6. Make small, continuous changes rather than waiting to implement everything at once. 7. Don’t just wait for feedback to come to you, go out and find it; people are probably talking about your product elsewhere. 8. No matter how many people like you, you will always have someone who doesn’t - mind the haters.
  112. to really become
  114. #2. become part of the community you serve
  115. getting out
  116. the question is
  117. figure out
  118. who is it that you serve?
  119. what problem are you solving?
  120. for whom?
  121. knowing that makes it easier
  122. then join them!
  123. not as market research
  124. not as a voyeur
  125. not to sell anyone anything
  126. if you join a community with the wrong intentions
  127. authenticity matters
  128. what you need to figure out is
  129. learn from that
  130. integrate it into what you are offering
  131. lastly figure out
  132. why would they give a damn?
  133. seemingly infinite choice
  134. what is the difference between
  135. you need to be remarkable
  136. because then
  137. some people may even give a damn.
  138. and how does one achieve remarkability?
  139. #3. create amazing customer experiences
  140. when I say amazing
  141. I mean experiences that lead to
  145. and then you will
  146. this doesn’t need to be complicated
  147. 11 things you can do to create amazing experiences
  148. 1. The Dazzle is in the Details.
  149. moleskine
  150. 1. The Dazzle is in the Details. 2.Go Above and Beyond.
  152. 1. The Dazzle is in the Details. 2.Go Above and Beyond. 3. Appeal to Emotion.
  153. vosges
  154. 1. The Dazzle is in the Details. 2. Go Above and Beyond. 3. Appeal to Emotion. 4. Inject Fun into the Experience.
  155. flickr
  156. 5. Make Something Mundane Fashionable.
  157. method home products
  158. 5. Make something mundane fashionable. 6. Let people personalize.
  159. moo cards
  160. 5. Make something mundane fashionable 6. Let people personalize. 7. Be experimental.
  161. threadless
  162. 5.Make something mundane fashionable. 6.Let People Personalize. 7.Be Experimental. 8.Simplify.
  163. 37 signals
  164. 9. Make Happiness Your Business Model: increase autonomy, competence and relatedness.
  166. 9. Make Happiness Your Business Model: increase autonomy, competence and relatedness. 10.Be a Social Catalyst.
  168. #4. embrace the chaos
  169. controlling the message?
  170. heh
  172. lay the foundation
  173. set a template
  174. then get ready to discover
  175. another list
  176. 7 ways to embrace the chaos
  177. 1. Stop moving and look around you until you see everything clearly. 2. Transfer the knowledge. 3. Every time you feel anxiety, acknowledge it. 4. Define your own measure of success. 5. Get outside of your personal circle. 6. Realize that everything is out of your control anyway. 7. Have patience.
  178. in no time you will feel
  179. we’re just one more step away from
  180. here is some food for thought
  181. while money is part of the
  182. market economy
  183. whuffie is part of the
  184. gift economy
  185. it acts kind of opposite
  186. the more you give away, the more whuffie you gain
  187. whuffie is only valuable when it circulates
  188. and as it circulates, it
  189. but we still need to make $$ to pay the rent
  190. so the question is...
  191. what can you give away that won’t leave you broke?
  192. #5. find your higher purpose.
  193. born out of passion?
  194. serving a need?
  195. fighting the good fight?
  196. maybe that stuff doesn’t interest you
  197. maybe you just want to
  198. does it mean that you will be whuffie poor?
  199. nah.
  200. you just have to find a way to give back to the community
  201. the more you give, the more that comes back
  202. 5 gifts to give that won’t leave you broke
  203. “nerd values” do well by doing good
  204. “...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
  205. think customer-centrically
  206. not customer-centric • You do everything you can to • You have a long list of customer keep your customers on your relations policies. Any exception website. to those policies has to go up the chain of command for approval. • You measure number of visitors and time spent on your website • You need to create multiple as whether you are successful. instructional videos so that your customers will understand how to use your product. • When budgets get tightened, you make cutbacks in areas like customer service, marketing, • You demand social media support staff and design. 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.
  207. 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. • You let people feed in their • You work with your competitors content from other sites easily. towards better customer experiences for all. • When budgets get tightened, you tighten operational costs. • You know you compete for your customers’ attention with everyone. • Your only customer service policy is to do right by the customer.
  208. help others go further
  209. spread love
  211. value something bigger
  212. •do well by doing good •think customer-centrically •help others go further •spread love •value something bigger
  213. whuffie
  214. will grow over time
  215. so combine all of the
  216. •turn the bullhorn around •become part of the community you serve •create amazing experiences •embrace the chaos •find your higher purpose
  217. you will raise whuffie
  218. whuffie rich
  219. =
  220. better word of mouth
  221. repeat sales
  222. customer loyalty
  223. =
  224. big, fat increase to your bottom line
  225. which will help you buy stuff
  227. which is why makin’ whuffie is the here and now.
  228. end.
  229. licensing:
  230. 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...
  231. some references • Avant Game: • Cruel 2 B Kind: • Microformats: • OpenID: • Creative Commons: • BarCamp: • Coworking: • Ma.gnolia: • Friend Wheel: • Down and Out in the Magic Kingdom: download.php • Whuffie:
  233. Tara missrogue Hunt marketing lead, Intuit Partner Platform 415.694.1951 twitter: missrogue skype: tarahunt747