making whuffie [from shift08]
Post on 17-Oct-2014
15.554 views
DESCRIPTION
Updated the presentation to reflect my changed book. Gave this in Lisbon, Portugal, October 17, 2008. Shift08TRANSCRIPT
Makin’ Whuffie
bytara ‘missrogue’ hunt
5 keys for maxing social capital and winning with online communities
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.
moleskinehttp://flickr.com/photos/confusedvision/226129765/
1. The Dazzle is in the Details.
2. Go Above and Beyond.
TED conferencehttp://flickr.com/photos/stewart/433935679/
1. The Dazzle is in the Details.
2. Go Above and Beyond.
3. Appeal to Emotion.
vosgeshttp://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.
flickrhttp://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 productshttp://flickr.com/photos/schweb/2890697924/
6. Let People Personalize.
moo cardshttp://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
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.
• 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 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