makin whuffie at webvisions portland 09
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Makin’ Whuffie
bytara ‘missrogue’ hunt
raising social capital in online communities
“web 2.0”
Facebook = >200Million usersBlogs = >150Million+ (+China’s 75M) MySpace = >110Million usersOrkut = >75Million usersTwitter = >20 Million
Twitter = >26,000 followers Facebook = >2,500 friendsFlickr = >1,400 friends
l’il ole me
scary
newsflash: you can’t shut the internets down
#FAIL
but I was actually really curious about this...
why were some companies being received with
while others were being greeted with
???
while I was pondering this I picked up a book
by
http://www.flickr.com/photos/eschipul/437288525/
instead of $$
whuffie
=
social capital
=
reputation
connections (both strong and weak)
influence
access to resources/talent/more connections
favors added up(reciprocity)
publicly known accomplishments
levels of trust
etc
in cory’s future
when you
http://www.flickr.com/photos/notic/86343146/
whuffie
score
high score
=
good reputation
trustworthy
listen to their advice
you can also buy stuff with your whuffie
http://www.flickr.com/photos/brraveheart/2072543750/
but something sounded familiar to me
it isn’t futuristic nor is it fictional
it’s here and now
it’s how we relate to one another
online communities
ping!
Friended!
ping!
hmmm...don’t know him well enough to transfer trust...
A. ask for more infoB. ignore for now
so if
a quick
http://www.flickr.com/photos/notic/86343146/
would tell me
he’s not interested in being my friend
he just wants something from me
without providing me any value
[reciprocity]
if you want to become an influencer
someone who is whuffie rich
whose ideas spread
who is well-loved
you need to
credibility
it’s really as simple as that
but there’s a catch
didn’t happen overnight
it required a different perspective
alot of time and attention
it won’t cost you very much $$
and you’ll see results in real time
it involves
5 waysto raisewhuffie
whuffie factor #1:
turn the bullhornaround
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
but if you don’t listen...and then respond...the silence will
smack down your whuffie
8 tips for being a beacon for constant feedback:
1. get advice from experts, but design for the needs of the novice
2. respond to ALL feedback, even when you have to say ‘no thanks’
3. don’t take negative feedback personally
4. give credit to those whose ideas you implement
• mention contributions in blog posts, tweets and videos
• name a product or feature after the contributor (or let them name it)
• send journalists their way
• send a gift certificate or special coupon code
• schwag and schtuff
• upgrade their account
• give the contributor more responsibility
some ways to give credit
5. point out and explain changes as you make them
6. make small, continuous improvements
7. go out to find your feedback
8. ignore the haters
to really become
http://www.flickr.com/photos/klapow/39693385/
whuffie factor #2:
become partof the
communityu 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?
whuffie factor #3:
create amazingcustomer
experiences
truly amazing experiences lead to:
http://www.flickr.com/photos/lugolounge/6780004/
http://www.flickr.com/photos/teointarifa/490408075/
http://www.flickr.com/photos/60852569@N00/242746787/
these types of feelings
but what leads to these feelings?
and can you design for them?
in a word: YES
automagicness
automagic:a user experience so seamless
that it feels like magic just occurred.
lilgrams.com
quicken for iphone
automagic demo
automagicbank machine
finder
automagicspendingupdate
automagicbalanceupdater
tripit.com
#1. book my flight
#2. forward confirmation email to plans@tripit.com
#3. they do some magic stuff with that email
#4. voila! an itinerary!
bonus: iphone application
throwing sheep
throwing sheep:fun, lightweight activities that
encourage user participation, but don’t ‘do’ much else
examples of throwing sheep
• FB: poking
• FB: ‘I like this’
• Twitter: nudging
• Twitter: tweeting casual stuff
• Maya’s Mom: kudos
• Dopplr: velocity metric
• Pop Sugar: karma points
• Favouriting/starring
• Virtual gifting
lighten up!
lighten up:the ability to inject fun into the
most serious & professional interactions
southwest airlines
http://flickr.com/photos/joshb/1408947023/
flickr.com
then there is the 404 error page...
apartmenthomeliving.com/404
d20srd.org/err
tinsanity.net/404
horsepigcow.com/404
email auto-responders
whuffie factor #4:
embrace the chaos
controlling the message?
heh
http://www.flickr.com/photos/wiseacre/153532248/
I know...it’s hard to embrace the chaos...
long history
of fear
the fear mongers
• corporate espionage
• competition
• security
• litigation
• bad-mouthers
• mistrust
it’s on their shoulders
• Legal
• Public Relations/Corporate Communications
• IT
understand the need for security
but balance it with the need for openness
there are many benefits to openness and transparency
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
in the old days, you had one chance to get the message just
right...
today, you have multiple conversations and iterations to build that message with your customers and audience.
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.
...or can we?
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?
whuffie factor #5:
find ur higherpurpose
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
A couple-a 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 your customers on your website.
• You measure number of visitors and time spent on your website as whether you are successful.
• When budgets get tightened, you make cutbacks in areas like customer service, marketing, support staff and design.
• You are bothered by a customer describing your product in their own words that doesn’t match your brand.
• You have a long list of customer relations policies. Any exception to those policies has to go up the chain of command for approval.
• You need to create multiple instructional videos so that your customers will understand how to use your product.
• You demand social media strategies that win over the ‘influencers’ to blog or tweet about your product.
customer-centric• You send customers to other
websites.
• You measure how many people refer their friends to you as success.
• When budgets get tightened, you tighten operational costs.
• Your only customer service policy is to do right by the customer.
• Your customers are doing things with your product you never dreamed and are posting videos.
• Influencers are adding you as friends on social networks.
• You work with your competitors towards better customer experiences for all.
• You know you compete for your customers’ attention with everyone.
help others go further
spread love
akoha.com
• do well by doing good
• think customer-centrically
• help others go further
• spread love
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 become
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/
end.
http://thewhuffiefactor.com
In storesnow!
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
• 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
Tara missrogue Huntauthor, The Whuffie Factor
horsepigcow@gmail.com415.694.1951
twitter: missrogueskype: tarahunt747
www.horsepigcow.com
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