whuffie at web 2.0 expo
Post on 15-Sep-2014
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Presentation I gave on April 2 at the web 2.0 expo.TRANSCRIPT
how social capital is the key to building your business...even in tough economic times
less $$? more whuffie!
the theme of this conference is
the power of less
#awesome
cause I’ve always done it that way
$1.2mm
competing against budgets >$100mm
became the #2 bestseller
[and, consequently, made alot more $$]
the $$ driven campaigns focused on
we focused on
$0
netted >1MM uploads
24 hrs
??
Half the money I spend on advertising is wasted; the
trouble is I don't know which half. John Wanamaker
“ ”
when you use
you can’t be quite sure who will receive your
message like
but when you
you know exactly where you stand
which is why
when it comes to marketing
whuffie is wiser
lemme explain
web 2.0
Facebook = >180Million usersBlogs = >115Million+ (+China’s 75M) MySpace = >110Million usersOrkut = >75Million usersTwitter = >15 Million
Twitter = >24,000 followers (>1300 followed)Facebook = >2,500 friendsFlickr = >1,200 friends
l’il ole me
scary
newsflash: you can’t shut the
internets down
#FAIL
but I was actually really curious about this...
why were some companies being
received with
while others were being greeted with
?
while I was pondering this I picked up a book
by
http://www.flickr.com/photos/eschipul/437288525/
[cory doctorow]
[boing boing]
instead of $$
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 transfertrust...
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 wants value 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 key components to raising whuffie
#1.turn that bullhorn around
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
just ask Dell computer
http://www.flickr.com/photos/nrkbeta/3283932325/
DELL SUCKS. DELL LIES. Put that in your Google and
smoke it Dell!Jeff Jarvis
“ ”
http://www.flickr.com/photos/laughingsquid/464177597/
Dell turning the bullhorn around
1. Direct2Dell - blog where people could start talking to Dell about their experiences.
2. Instantly responding to fiascos (like the exploding laptop)
3. CES - blogger lounge with Michael Dell
4. Dell Idea Storm
5. Delivering on the ideas generated in the tool
6. rinse. repeat.
DELL turned their whuffie deficit into a whuffie making
machine, stopping their decline in sales and stopped their bad
press.
but if you want 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.
Zappos.comhttp://www.flickr.com/photos/laughingsquid/2476324694/
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.
community.intuit.com
#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?
#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 whuffie is the wiser way to go in any
economy.
end.
http://thewhuffiefactor.com
In storesApril 21!pre-order
today!
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
Tara missrogue Huntmarketing lead, Intuit Partner Platform
twitter: missrogueskype: tarahunt747
www.horsepigcow.com