Published on October 17, 2008
Makin’ Whuffie 5 keys for maxing social capital and winning with online communities by tara ‘missrogue’ hunt
actually live in
Down and Out in the Magic Kingdon
thing he calls
connections (both strong and weak)
access to resources/access to more connections
favors added up (reciprocity)
levels of trust
in cory’s future
listen to their advice
it also buys you stuff
but this should sound
this ain’t the future
& it ain’t science fiction
2,000+ Facebook Friends
8,200 + twitter followers
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
connections + time = trust = the basis of whuffie
if you are known to take $$ to talk about a product
you lose credibility
will be seen as
if you want to become an
[someone who is whuffie rich]
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
5 key components to raising your whuffie
#1. turn that bullhorn inwards
how marketing looked before the internet
then came the competition
which is why
people we trust
if you are still
you are totally missing
if you want to
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
the question is
who is it that you serve?
what problem are you solving?
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
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
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
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.
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.
1. The Dazzle is in the Details. 2. Go Above and Beyond. 3. Appeal to Emotion. 4. Inject Fun into the Experience.
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.
6. Let People Personalize. 7. Be Experimental. 8. Simplify.
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?
lay the foundation
set a template
then get ready to discover
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
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?
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
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
value something bigger
• do well by doing good • think customer-centrically • help others go further • spread love • value something bigger
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
better word of mouth
big, fat increase to your bottom line
which will help you buy stuff
which is why makin’ whuffie is the here and now.
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 firstname.lastname@example.org 415.694.1951 skype: tarahunt747 www.citizenagency.com www.horsepigcow.com
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