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Makin’ Whuffie
5 keys for maxing social capital and winning
                   with online communities


                                         by
                      tara ‘missrogue’ hunt
wtf
is
whuffie?
http://www.flickr.com/photos/eschipul/437288525/
boingboing
corey
is crazy
about
http://www.flickr.com/photos/stuckincustoms/459418289/
he wrote
sci-fi story
his characters
actually live in
http://www.flickr.com/photos/stuckincustoms/459418289/
instead of
money
thing he calls
whuffie
=
social capital
=
reputation
connections
(both strong and weak)
influence
access to resources/access
    to more connections
favors added up (reciprocity)
public accomplishments
levels of trust
etc.
in corey’s future
when you
http://www.flickr.com/photos/notic/86343146/
whuffie
score
high score
=
good reputation
trust them
listen to their advice
it also buys you stuff
http://www.flickr.com/photos/brraveheart/2072543750/
but this should sound
familiar
this ain’t the future
& it ain’t science fiction
it’s real
right now
how
relate
online communities
1,614 Facebook Friends
5,800+ twitter followers
950
I have strong or weak
    connections to
I’m not telling you this to show
                off
i’m not that unique
“there are three kinds of lies: lies,
damned lies, and statistics”
Mark Twain
!=
buy
whuffie
you see
whuffie
!=
currency
online communities
are for
connections

       + time


        = trust


=   the basis of whuffie
credibility matters
if you are known to take $$ to
      talk about a product
you lose credibility
without whuffie
you lose
you will be seen as
if you want to become an
influencer
[someone who is whuffie rich]
credibility
it’s really as simple as that
but there is a catch
didn’t happen overnight
it required a different
      perspective
involves
5 key components to raising
        your whuffie
#1.
turn that bullhorn inwards
how marketing looked before
       the internet
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
the 10 commandments of
    receiving feedback
1. Thou shalt listen to the ‘experts’, but design for
   novices.
2. Thou shalt remember that what people want
   and what they say they want is very different.
3. Thou shalt respond to all feedback, even when
   thou need to say, “No thanks.”
4. Thou shalt not take negative feedback
   personally.
5. Thou shalt give credit to those whose ideas you
   implement.
6. Thou shalt flag even small changes thou
   make.
7. Thou shalt be agile: make small, incremental,
   iterative changes, rather than hold off for big
   ones.
8. Thou shalt realize that sometimes the
   smallest, simplest improvements make the
   biggest impact.
9. Thou shalt remove thou’s ego from the
   picture (it’s not about thou).
10.Thou shalt avoid consensus at all costs.
to really become
#2.
 become part of the
community you 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?
#3.
create amazing customer
       experiences
when I say amazing
I mean experiences that lead
             to
http://www.flickr.com/photos/lugolounge/6780004/
http://www.flickr.com/photos/teointarifa/490408075/
http://www.flickr.com/photos/60852569@N00/242746787/
and then you will
this doesn’t need to be
      complicated
10 things you can do to create
    amazing experiences
1. pay close attention to details

2. go above and beyond

3. appeal to emotion and nostalgia

4. be a social catalyst

5. inject fun into your product
6. experiment and be agile

7. turn banality into something fashionable

8. design for flow

9. let people personalize

10.make happiness your business model
#4.
embrace the chaos
controlling the message?
heh
http://www.flickr.com/photos/wiseacre/153532248/
lay the foundation
set a template
then get ready to discover
another list
7 ways to embrace the chaos
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.
in no time you will feel
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
gift economy
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?
#5.
find your 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
it’s not just a nice thing to do
it’s part of
“nerd values”
“doing well by doing good”
what can you give away that
  won’t leave you broke?
democratize something
open it up
build bridges
co-opetition
spread love
www.avantgame.com/projects.htm
value something bigger
• democratize something inaccessible
• open up
• build bridges
• spread love
• value something bigger
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/
which is why makin’ whuffie is
     the here and now.
end.
licensing:




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
•   Avant Game: http://www.avantgame.com

•   Cruel 2 B Kind: http://www.cruelgame.com

•   Microformats: http://www.microformats.org

•   OpenID: http://www.openid.net

•   Creative Commons: http://www.creativecommons.org

•   BarCamp: http://barcamp.org

•   Coworking: http://coworking.info

•   Ma.gnolia: http://ma.gnolia.com

•   Friend Wheel: http://apps.facebook.com/friendwheel

•   Great internet stats: http://pewinternet.org

•   Whuffie: http://en.wikipedia.org/wiki/Whuffie
Tara Hunt

tara@citizenagency.com
    415.694.1951
  skype: tarahunt747


www.citizenagency.com
www.horsepigcow.com

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