SlideShare a Scribd company logo
whuffie
workshop
    tara ‘missrogue’ hunt
plan o’action

#1 - introduction (1hr)
#2 - whuffie (1.5hrs)
#3 - application (1.5hrs)
#1
introduction
what do
people think
 of brands?
liar pants
  on fire
38%                    trust business to do what is right


    18%                    trust advertising


    20%                    believe what they hear from news


    42%                    believe in ghosts


    76%                    believe in miracles

stats from: MediaPost04, Edelman 09, Sacred Heart University Poll 2008, ADWeek dec09
discuss
 name a brand you trust 100%. do you feel
   they always deliver on their promises?
what are
people doing
  on social
 networks?
twitter                                  18m + estimated ‘users’

                                     57% women
                              men have 15% more followers
                    66% under 25 yrs old
                   85% tweet <1x per day
                 1.1% tweet >10x per day
       75% all Twitter activity comes from 5% of users
         94% of Twitter users have <100 followers
        0.68% of Twitter users have >1000 followers
                   92% follow <100 others
stats from: eMarketer Aug09, Harvard Study June09, Brian Solis Oct09
facebook                >350m + estimated active ‘users’
                          57% women
                      70% outside of the US
        3.5 billion pieces of content shared each week
                        Average user has:
                           130 friends
                  >55 minutes each day on FB
               >25 comments on FB each month
                   ‘Fans’ 2 pages each month
                      Member of 12 groups
         >500,000 active applications >1M developers
stats from: Brian Solis Oct09, Facebook public Statistics Jan10
mobile                                     4B mobile phones worldwide


   65M active users accessing FB thru mobile devices
 Ppl who use mobile devices are 50% more active on SNs
            ~20% of tweets come from mobile devices
    4B mobile phones represent 59% of the world’s population
     100% SMS, 92% browser, 71% MMS, 63% camera
               15% of mobile phones are smartphones
                      Mobile content is worth >$71B
stats from: Facebook public Statistics Jan10, Sysomos Jun09, Tomi Ahonen Almanac 2009
social
networks     SN’s more popular than email (67% - 65%)
         Women are more active in most SN’s (avg 53%)
            Social networks are more popular than porn
       Social networks are likely to overtake search soon
       Amount of time spent on FB increased 566% in 09

stats from: Neilsen Mar09,
Why people are on
 social networks                                Total

          Keep in touch with friends            75%
          For fun                               55%
          Keep in touch with family             41%
          Invited by someone they know          30%
          Keep in touch with classmates         30%
          Keep in touch with business network   5%
          Job searching                         4%
          Business development/sales            3%
          Searching for new hires               1%
          Other                                 4%


stats from: eMarketer Jul09
discuss
what are your own SN habits? how are you using them?
  how much do you know about your customers’ SN
 use? not just what they are saying about you, but in
                      general?
KIDS TODAY...
http://www.youtube.com/watch?v=dGCJ46vyR9o
69%
of online 12-24 yr olds own a laptop
91% of American teens are online (PEW 2008)
69% of American teens have broadband at home (PEW 2008)




                           stats: srgnet.com November 2009
12-24 year olds
spend an average of

7.1 hours
per day
on video-based
entertainment...
stats: srgnet.com November 2009
59%   have video capable media players



65%   have watched a <10 min clip in the
      past month (23% watched 60min show)


80%   watch video on digital media players



52%
      watch TV with their laptop almost all
      of the time (70% are IMing, texting to share TV
      events with friends)



66%   watch TV online
                             stats: srgnet.com November 2009
59%
would rather get rid of cable TV than the internet




                               stats: srgnet.com November 2009
connected                                     to friends
                                               to the internet




                    mobile               delivered to me
                                         nomadic on-the-go




   now
stats: srgnet.com November 2009
                                  convenient
                                  instant
DESTINATIONS

stats: srgnet.com November 2009
FRIENDS
          meh



BRANDS
what does all of
  this mean?
#1
 DISPERSE!
 it’s no longer about traffic or
 driving people to a
 destination.
 it’s now about driving yourself
 to people.
discuss
 how can you drive to where people are?
#2
 CATALYZE!
 you are not really the point. it
 isn’t about your customers
 loving you, it’s about them
 loving themselves and one
 another more because of you.
 but they may not know your
 role. that’s okay.
discuss
 list 3 ways you can help people connect.
#3
 SIMPLIFY!
 remove every single barrier
 possible between the
 customer and what he/she
 wants. make it faster, easier
 and, gosh darnit, anywhere!
discuss
 what are the current barriers between your
     customers and what they want?
break
#2
whuffie
cory
doctorow
  http://www.flickr.com/photos/eschipul/437288525/
nice
networked
notable
reputation etc.
influence
      accomplishments
bridgingcapital
  bonding
access 2 ideas/talent
access 2 resources
reciprocity     social capital
                of your friends
ping!!!
   http://www.flickr.com/photos/notic/86343146/
nice
networked
notable
http://www.flickr.com/photos/brraveheart/2072543750/
d’uh
Jon Brawn
wants to be your friend!
you have 10 friends in common


   accept              ignore
Alex


                                Karen


                                April



Jon Brawn                       Cori


wants to be your friend!        Oshun

you have 10 friends in common
                                Shira


   accept              ignore   Christian


                                Alex


                                Gina


                                Bill
I
‘Googled’
       TM




   you
discuss
have you Googled yourself? your company? other
than you, who is talking and what are they saying?
genY
 rejects brands who ‘court’ them and instead
prefers to pull in the brands that resonate with
            them and their values.




                      info: GEN BUY, Yarrow & O’Donnell 2009 (Wiley)
18%
but advertising doesn’t do it
89%
expect to be able to interact with brands.


                                stat: WebProNews Oct09
how?
whuffie
factor
turn the be part create
bullhorn of the amazing
 around community experiences

     embrace find your
       the    higher
      chaos purpose
turn the be part create
bullhorn of the amazing
 around community experiences

     embrace find your
       the    higher
      chaos purpose
marketing
b4 the
internet
lalalalalala
lalalalalala
lalalalala...
http://www.flickr.com/photos/b-tal/179390300/
individual
special
unique...
    http://www.flickr.com/photos/tin-g/90143310/
trusted
friends
stop
talking
start
listening
    http://www.flickr.com/photos/klapow/39693385/
Jeff is an
awesome
nice guy.
     http://www.flickr.com/photos/nrkbeta/3283932325/
“
DELL SUCKS.
DELL LIES. Put
 that in your
 Google and
smoke it Dell!
    Jeff Jarvis
E
D LL L
H EL
http://www.flickr.com/photos/laughingsquid/464177597/
discuss
identify what tools exist for listening. how do you
   listen? what do you do with what you hear?
turn the be part create
bullhorn of the amazing
 around community experiences

     embrace find your
       the    higher
      chaos purpose
most
businesses
  are   community

tourists
telltale signs of
tourism:
  “these natives have quite the life! mañana, baby!”


“s/he spends her whole day socializing and having fun
  on twitter/facebook! wish I could get paid for that!”

“when you cut through all of the ‘inane babble’, there
       are some valuable posts on twitter.”
value
disparity
discuss
     identify the values that are part of online
 communities that business doesn’t share? does
your business share these values? if no, why not?
turn the be part create
bullhorn of the amazing
 around community experiences

     embrace find your
       the    higher
      chaos purpose
BO-
RING
the
   http://www.flickr.com/photos/fiatluxe/150714757/




cult of
apple
http://www.flickr.com/photos/larimdame/150441467
http://www.flickr.com/photos/adam_knight/415152524/
notability                      means...

1. you deliver on your promises...and then some
    2. you make a difference in people’s lives
 3. you connect people + experiences together
         4. you bring joy to the everyday
 5. you put people in charge of their experience
             6. you make lives easier
discuss
discuss a notable experience you’ve had (can be
    with a business or personal relationship).
turn the be part create
bullhorn of the amazing
 around community experiences

     embrace find your
       the    higher
      chaos purpose
chaos
is scary
much
to fear
much
to gain
luck          1. lucky people follow their intuition
    2. lucky people balance rationality with gut instinct
    3. lucky people go out and meet new people and
             expose themselves to new situations
     4. lucky people see the positive side of situations
         5. lucky people are more relaxed and open
from scientific study by Richard Wiseman: The Luck Factor 2003
discuss
 how far can you start to err to the side of
     openness rather than security?
measure
numbers
   numbers
   numbers
   numbers
   numbers
   numbers




quantity
   numbers
   numbers
   numbers
   numbers
   numbers
   numbers
   numbers
   numbers
   numbers
   numbers
   numbers
stories
   stories
   stories
   stories
   stories




quality
   stories
   stories
   stories
   stories
   stories
   stories
   stories
   stories
   stories
   stories
   stories
   stories
meaningful
numbers
havestories
discuss
    do you currently look at qualitative as well as
quantitative measurements? which ones? how do you
                  report on these?
turn the be part create
bullhorn of the amazing
 around community experiences

     embrace find your
       the    higher
      chaos purpose
the gift
economy
generosity
abounds
in online
communities
but so does reciprocity...
the more
u give
the more
u receive
whuffie
credits
deposits
       examples:
   helping someone solve a problem

      attending community events

 showing real interest in what someone
          else is working on

using your network to do something good
            for the community

 demonstrating you implement people’s
             suggestions
withdrawals
        examples:
     asking someone else for a favor

   promoting your own events or sales

 asking for an introduction to someone in
          their network (intro up)

           acting competitively

             name dropping

            pitching someone
discuss
what deposits are you making on a regular basis. what
is the balance of your whuffie account? discuss more
               ways to make deposits.
break
#3
application
exercise
 WHO IS OUR CORE CUSTOMER?
   WHAT DOES S/HE VALUE?
            15min




exercise
exercise
WHY WOULD S/HE CARE TO USE OUR PRODUCT
  WITH ALL OF THE CHOICES OUT THERE?
  (5 solid reasons - narrow it down to 1 core)
                     15 min




exercise
exercise
WE ARE CREATING A CULTURE OF __________.
    (fill in the blank - related to #1 & #2)
                     15min




exercise
exercise
HOW DO WE ACHIEVE THIS CULTURE?
            15min




exercise
exercise
 WHAT CAN YOU GIVE BACK TO THE
         COMMUNITY?
            15min




exercise
exercise
WHAT ARE YOUR QUANTITAVE & QUALITATIVE
     MEASUREMENTS OF SUCCESS?
                15min




exercise
q&a
big ups
     Douglas Pollei
      Chris Heuer
      Kristie Wells
      Brad Smith
     Tracy Benson
       Jim Roots
    Andy Santamaria
tara ‘missrogue’ hunt
        horsepigcow@gmail.com
             514-679-2951
          twitter: @missrogue
          skype: sanfranrogue

      http://www.horsepigcow.com
     http://www.thewhuffiefactor.com
http://www.slideshare.net/missrogue
              images from: http://www.shutterstock.com
(unless marked from Flickr.com + AVATAR screen from 20th Century Fox)

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Whuffie Workshop at Best Buy

  • 1. whuffie workshop tara ‘missrogue’ hunt
  • 2. plan o’action #1 - introduction (1hr) #2 - whuffie (1.5hrs) #3 - application (1.5hrs)
  • 4. what do people think of brands?
  • 5. liar pants on fire
  • 6. 38% trust business to do what is right 18% trust advertising 20% believe what they hear from news 42% believe in ghosts 76% believe in miracles stats from: MediaPost04, Edelman 09, Sacred Heart University Poll 2008, ADWeek dec09
  • 7. discuss name a brand you trust 100%. do you feel they always deliver on their promises?
  • 8. what are people doing on social networks?
  • 9. twitter 18m + estimated ‘users’ 57% women men have 15% more followers 66% under 25 yrs old 85% tweet <1x per day 1.1% tweet >10x per day 75% all Twitter activity comes from 5% of users 94% of Twitter users have <100 followers 0.68% of Twitter users have >1000 followers 92% follow <100 others stats from: eMarketer Aug09, Harvard Study June09, Brian Solis Oct09
  • 10. facebook >350m + estimated active ‘users’ 57% women 70% outside of the US 3.5 billion pieces of content shared each week Average user has: 130 friends >55 minutes each day on FB >25 comments on FB each month ‘Fans’ 2 pages each month Member of 12 groups >500,000 active applications >1M developers stats from: Brian Solis Oct09, Facebook public Statistics Jan10
  • 11. mobile 4B mobile phones worldwide 65M active users accessing FB thru mobile devices Ppl who use mobile devices are 50% more active on SNs ~20% of tweets come from mobile devices 4B mobile phones represent 59% of the world’s population 100% SMS, 92% browser, 71% MMS, 63% camera 15% of mobile phones are smartphones Mobile content is worth >$71B stats from: Facebook public Statistics Jan10, Sysomos Jun09, Tomi Ahonen Almanac 2009
  • 12. social networks SN’s more popular than email (67% - 65%) Women are more active in most SN’s (avg 53%) Social networks are more popular than porn Social networks are likely to overtake search soon Amount of time spent on FB increased 566% in 09 stats from: Neilsen Mar09,
  • 13. Why people are on social networks Total Keep in touch with friends 75% For fun 55% Keep in touch with family 41% Invited by someone they know 30% Keep in touch with classmates 30% Keep in touch with business network 5% Job searching 4% Business development/sales 3% Searching for new hires 1% Other 4% stats from: eMarketer Jul09
  • 14. discuss what are your own SN habits? how are you using them? how much do you know about your customers’ SN use? not just what they are saying about you, but in general?
  • 17. 69% of online 12-24 yr olds own a laptop 91% of American teens are online (PEW 2008) 69% of American teens have broadband at home (PEW 2008) stats: srgnet.com November 2009
  • 18. 12-24 year olds spend an average of 7.1 hours per day on video-based entertainment... stats: srgnet.com November 2009
  • 19. 59% have video capable media players 65% have watched a <10 min clip in the past month (23% watched 60min show) 80% watch video on digital media players 52% watch TV with their laptop almost all of the time (70% are IMing, texting to share TV events with friends) 66% watch TV online stats: srgnet.com November 2009
  • 20. 59% would rather get rid of cable TV than the internet stats: srgnet.com November 2009
  • 21. connected to friends to the internet mobile delivered to me nomadic on-the-go now stats: srgnet.com November 2009 convenient instant
  • 23. FRIENDS meh BRANDS
  • 24. what does all of this mean?
  • 25. #1 DISPERSE! it’s no longer about traffic or driving people to a destination. it’s now about driving yourself to people.
  • 26. discuss how can you drive to where people are?
  • 27. #2 CATALYZE! you are not really the point. it isn’t about your customers loving you, it’s about them loving themselves and one another more because of you. but they may not know your role. that’s okay.
  • 28. discuss list 3 ways you can help people connect.
  • 29. #3 SIMPLIFY! remove every single barrier possible between the customer and what he/she wants. make it faster, easier and, gosh darnit, anywhere!
  • 30. discuss what are the current barriers between your customers and what they want?
  • 31. break
  • 33.
  • 34.
  • 36.
  • 38. reputation etc. influence accomplishments bridgingcapital bonding access 2 ideas/talent access 2 resources reciprocity social capital of your friends
  • 39. ping!!! http://www.flickr.com/photos/notic/86343146/
  • 42.
  • 44. Jon Brawn wants to be your friend! you have 10 friends in common accept ignore
  • 45. Alex Karen April Jon Brawn Cori wants to be your friend! Oshun you have 10 friends in common Shira accept ignore Christian Alex Gina Bill
  • 46. I ‘Googled’ TM you
  • 47. discuss have you Googled yourself? your company? other than you, who is talking and what are they saying?
  • 48. genY rejects brands who ‘court’ them and instead prefers to pull in the brands that resonate with them and their values. info: GEN BUY, Yarrow & O’Donnell 2009 (Wiley)
  • 50. 89% expect to be able to interact with brands. stat: WebProNews Oct09
  • 51. how?
  • 53. turn the be part create bullhorn of the amazing around community experiences embrace find your the higher chaos purpose
  • 54. turn the be part create bullhorn of the amazing around community experiences embrace find your the higher chaos purpose
  • 56.
  • 58.
  • 60. individual special unique... http://www.flickr.com/photos/tin-g/90143310/
  • 63. start listening http://www.flickr.com/photos/klapow/39693385/
  • 64. Jeff is an awesome nice guy. http://www.flickr.com/photos/nrkbeta/3283932325/
  • 65. “ DELL SUCKS. DELL LIES. Put that in your Google and smoke it Dell! Jeff Jarvis
  • 68. discuss identify what tools exist for listening. how do you listen? what do you do with what you hear?
  • 69. turn the be part create bullhorn of the amazing around community experiences embrace find your the higher chaos purpose
  • 70. most businesses are community tourists
  • 71. telltale signs of tourism: “these natives have quite the life! mañana, baby!” “s/he spends her whole day socializing and having fun on twitter/facebook! wish I could get paid for that!” “when you cut through all of the ‘inane babble’, there are some valuable posts on twitter.”
  • 73. discuss identify the values that are part of online communities that business doesn’t share? does your business share these values? if no, why not?
  • 74. turn the be part create bullhorn of the amazing around community experiences embrace find your the higher chaos purpose
  • 76.
  • 77. the http://www.flickr.com/photos/fiatluxe/150714757/ cult of apple
  • 80. notability means... 1. you deliver on your promises...and then some 2. you make a difference in people’s lives 3. you connect people + experiences together 4. you bring joy to the everyday 5. you put people in charge of their experience 6. you make lives easier
  • 81. discuss discuss a notable experience you’ve had (can be with a business or personal relationship).
  • 82. turn the be part create bullhorn of the amazing around community experiences embrace find your the higher chaos purpose
  • 86. luck 1. lucky people follow their intuition 2. lucky people balance rationality with gut instinct 3. lucky people go out and meet new people and expose themselves to new situations 4. lucky people see the positive side of situations 5. lucky people are more relaxed and open from scientific study by Richard Wiseman: The Luck Factor 2003
  • 87. discuss how far can you start to err to the side of openness rather than security?
  • 89. numbers numbers numbers numbers numbers numbers quantity numbers numbers numbers numbers numbers numbers numbers numbers numbers numbers numbers
  • 90. stories stories stories stories stories quality stories stories stories stories stories stories stories stories stories stories stories stories
  • 92. discuss do you currently look at qualitative as well as quantitative measurements? which ones? how do you report on these?
  • 93. turn the be part create bullhorn of the amazing around community experiences embrace find your the higher chaos purpose
  • 96. but so does reciprocity...
  • 100. deposits examples: helping someone solve a problem attending community events showing real interest in what someone else is working on using your network to do something good for the community demonstrating you implement people’s suggestions
  • 101. withdrawals examples: asking someone else for a favor promoting your own events or sales asking for an introduction to someone in their network (intro up) acting competitively name dropping pitching someone
  • 102. discuss what deposits are you making on a regular basis. what is the balance of your whuffie account? discuss more ways to make deposits.
  • 103. break
  • 105. exercise WHO IS OUR CORE CUSTOMER? WHAT DOES S/HE VALUE? 15min exercise
  • 106. exercise WHY WOULD S/HE CARE TO USE OUR PRODUCT WITH ALL OF THE CHOICES OUT THERE? (5 solid reasons - narrow it down to 1 core) 15 min exercise
  • 107. exercise WE ARE CREATING A CULTURE OF __________. (fill in the blank - related to #1 & #2) 15min exercise
  • 108. exercise HOW DO WE ACHIEVE THIS CULTURE? 15min exercise
  • 109. exercise WHAT CAN YOU GIVE BACK TO THE COMMUNITY? 15min exercise
  • 110. exercise WHAT ARE YOUR QUANTITAVE & QUALITATIVE MEASUREMENTS OF SUCCESS? 15min exercise
  • 111. q&a
  • 112. big ups Douglas Pollei Chris Heuer Kristie Wells Brad Smith Tracy Benson Jim Roots Andy Santamaria
  • 113. tara ‘missrogue’ hunt horsepigcow@gmail.com 514-679-2951 twitter: @missrogue skype: sanfranrogue http://www.horsepigcow.com http://www.thewhuffiefactor.com
  • 114. http://www.slideshare.net/missrogue images from: http://www.shutterstock.com (unless marked from Flickr.com + AVATAR screen from 20th Century Fox)