design whuffie

whuffie_aea

design whuffiebuilding stuff into your design to produce

mad, passionate, fervent love

by: tara missrogue hunt

wtf

is

whuffie?

http://www.flickr.com/photos/eschipul/437288525/

boingboing

cory

crazy

about

http://www.flickr.com/photos/stuckincustoms/459418289/

he wrote

instead of $$

=

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 corys 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 aint the future

& it aint fiction

its real

right now

how

relate

online communities

2,600+ Facebook Friends

26,000+ twitter followers

1,400

I have strong or weak connections to

Im not telling you this to show off

im not that unique

Blogs = >115Million+ (+Chinas 75M)

MySpace = >110Million users

Facebook = >80Million users

Orkut = >75Million users

Twitter = >15 Million

people join these online communities

to make

connections

+time

= trust

= the basis of whuffie

authenticity matters

if you want to become

whuffie rich

=

have people fall in love with your product/service

build long term customer loyalty

spread awesome word of mouth

you need to build...

trust

its really as simple as that

but there is a catch

didnt happen overnight

it required a different perspective

a lot of time and attention

involves

5 principles for raising whuffie

#1. turn the bullhorn around

b2c communication b4 the internet

then came the competition

got louder

and louder

and 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 listen to

if you are still

youre totally missing out on

http://www.flickr.com/photos/striatic/133146861/

if you really want to

http://www.flickr.com/photos/klapow/39693385/

sounds easy, but it isnt

focus on individuals

understanding the needs of the entire community

thats totally challenging

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. dont 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/

#2. become part of the community you serve

for the ultimate in being able to gr0k ur customers

what they want

anticipate their needs

tune in and turn them on

you need to

http://www.flickr.com/photos/vaxzine/172651123/

collaborate and share with other designers

fall in love with what your customers love

use competitors tools until you love them, too

search thru screenshot and design patterns

galleries on flickr

read A List Apart

go to conferences

barcamps

codejams

meetups

and everywhere you can possibly meet creative, tuned

in people

and youll figure out what makes the difference

between

and then you can...

#3. create amazing customer experiences

and 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/

creating these experiences will

a couple of ways to do this

automagicness

automagic:a user experience so

seamless that it feels like magic

lilgrams.com

automagic sign ins

automagic posting to thesites of your choice

automagic matching ofmilestones with xif data from photos

automagic lilgram senderto pre-defined recipients

automagic posting from twitterfrom the road

quicken for iphone

automagic demo

automagicbank machine

finder

automagicspending

update

automagicbalanceupdater

tripit.com

1. I book my flight/hotel

2. I forward the confirmation emailto [email protected]

3. its automagically converted intoan itinerary for me

an automagic neat and tidyawesome itinerary for me

and an iPhone applicationfor more magicness!

throwing sheep

throwing sheep:ancillary fun, lightweight activities that encourage

user participation

throwing sheep examples Facebook poking Facebook I Like This Twitter nudging Most tweets in general Ma.gnolias give thanks Mayas Moms kudos

Dopplrs velocity metric Favoriting/starring Virtual gift giving Virtual walls Pop Sugars karma

points

lighten up!

lightening up:the ability to inject fun into the most serious &

professional interactions

virginamerica.comhttp://www.youtube.com/watch?v=eyygn8HFTCo

http://flickr.com/photos/joshb/1408947023/

flickr.com

some 404 error pages

apartmenthomeliving.com

d20srd.org

tinsanity.nethttp://tinsanity.net/404

horsepigcow.com

the email responder is the new 404

#4.embrace the chaos

controlling the message?

heh

http://www.flickr.com/photos/wiseacre/153532248/

I know...its hard to embrace the chaos...

long history

of fear

the fear mongers

corporate espionagecompetitionsecuritylitigationbad-mouthersmistrust

its 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

youll be better prepared for the unexpected youll 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 didnt know you

had

in the old days, you had one chance to get

everything just right...

today, you have multiple conversations and iterations to build 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?

were 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 wont leave you broke?

#5.find your higher purpose.

born out of passion?

serving a need?

fighting the good fight?

maybe that stuff doesnt 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 wont 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 doesnt 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.

You let people feed in their content from other sites easily.

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

value something bigger

do well by doing goodthink customer-centricallyhelp others go furtherspread lovevalue something bigger

whuffie

will grow over time

so combine all of the

turn the bullhorn aroundbecome part of the community you

serve

create amazing experiencesembrace the chaosfind 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 whuffie is the wiser way.

end.

http://thewhuffiefactor.com

Order Whuffietoday!

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 Lilgrams http://www.lilgrams.com TripIt http://www.tripit.com Akoha.com http://www.akoha.com Facebook http://www.facebook.com Twitter http://www.twitter.com Creative Commons: http://www.creativecommons.org Quicken: http://quicken.intuit.com/ Mayas Mom: http://www.mayasmom.com Dopplr: http://www.dopplr.com Friend Wheel: http://apps.facebook.com/friendwheel Great internet stats: http://pewinternet.org Whuffie: http://en.wikipedia.org/wiki/Whuffie 404 Research Lab: http://plinko.net/404/ More awesome 404: http://www.smashingmagazine.com/

2009/01/29/404-error-pages-one-more-time

Tara missrogue Hunt

marketing lead, Intuit Partner Platform

[email protected]

twitter: missrogueskype: tarahunt747

www.horsepigcow.com