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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
cory
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/
Down and Out in the Magic
        Kingdon
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 cory’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
2,000+ Facebook Friends
8,200 + twitter followers
1,150
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
to make
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
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
a lot of time and attention
involves
5 key components to raising
        your whuffie
#1.
turn that bullhorn inwards
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
the 8 commandments of
   receiving feedback
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.
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.
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. The Dazzle is in the Details.
moleskine
http://flickr.com/photos/confusedvision/226129765/
1. The Dazzle is in the Details.

2. Go Above and Beyond.
TED conference
http://flickr.com/photos/stewart/433935679/
1. The Dazzle is in the Details.

2. Go Above and Beyond.

3. Appeal to Emotion.
vosges
http://flickr.com/photos/quintanaroo/1516782327/
1. The Dazzle is in the Details.

2. Go Above and Beyond.

3. Appeal to Emotion.

4. Inject Fun into the Experience.
flickr
http://flickr.com/photos/joshb/1408947023/
1. The Dazzle is in the Details.

2. Go Above and Beyond.

3. Appeal to Emotion.

4. Inject Fun into the Experience.

5. Make Something Mundane
   Fashionable.
method home products
http://flickr.com/photos/schweb/2890697924/
6. Let People Personalize.
moo cards
http://flickr.com/photos/schweb/2890697924/
6. Let People Personalize.

7. Be Experimental.
threadless
6. Let People Personalize.

7. Be Experimental.

8. Simplify.
37 signals
6. Let People Personalize.

7. Be Experimental.

8. Simplify.

9. Make Happiness Your Business
   Model: increase autonomy,
   competence and relatedness.
6. Let People Personalize.

7. Be Experimental.

8. Simplify.

9. Make Happiness Your Business Model:
   increase autonomy, competence and
   relatedness.

10.Be a Social Catalyst.
#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
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
5 gifts to give that won’t leave
           you broke
“nerd values”


          do well by doing good
“...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
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 success.       •   Influencers are adding you as friends
                                               on social networks.

•   You let people feed in their content
    from other sites easily.               •   You work with your competitors
                                               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.
help others go further
spread love
akoha.com
value something bigger
• do well by doing good
• think customer-centrically
• help others go further
• 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
•   Akoha.com http://www.akoha.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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