whuffie at web 2.0 expo

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how social capital is the key to building your business...even in tough economic times less $$? more whuffie!

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Presentation I gave on April 2 at the web 2.0 expo.

TRANSCRIPT

Page 1: Whuffie at Web 2.0 Expo

how social capital is the key to building your business...even in tough economic times

less $$? more whuffie!

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the theme of this conference is

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the power of less

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#awesome

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cause I’ve always done it that way

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$1.2mm

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competing against budgets >$100mm

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became the #2 bestseller

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[and, consequently, made alot more $$]

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the $$ driven campaigns focused on

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we focused on

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$0

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netted >1MM uploads

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24 hrs

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??

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Half the money I spend on advertising is wasted; the

trouble is I don't know which half. John Wanamaker

“ ”

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when you use

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you can’t be quite sure who will receive your

message like

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but when you

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you know exactly where you stand

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which is why

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when it comes to marketing

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whuffie is wiser

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lemme explain

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web 2.0

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Facebook = >180Million usersBlogs = >115Million+ (+China’s 75M) MySpace = >110Million usersOrkut = >75Million usersTwitter = >15 Million

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Twitter = >24,000 followers (>1300 followed)Facebook = >2,500 friendsFlickr = >1,200 friends

l’il ole me

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scary

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newsflash: you can’t shut the

internets down

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#FAIL

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but I was actually really curious about this...

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why were some companies being

received with

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while others were being greeted with

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?

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while I was pondering this I picked up a book

by

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

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[cory doctorow]

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[boing boing]

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instead of $$

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whuffie

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=

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social capital

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=

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reputation

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connections (both strong and weak)

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influence

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access to resources/talent/more connections

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favors added up(reciprocity)

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publicly known accomplishments

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levels of trust

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etc

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in cory’s future

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when you

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http://www.flickr.com/photos/notic/86343146/

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whuffie

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score

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high score

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=

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good reputation

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trustworthy

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listen to their advice

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you can also buy stuff with your whuffie

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http://www.flickr.com/photos/brraveheart/2072543750/

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but something sounded familiar to me

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it isn’t futuristic nor is it fictional

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it’s here and now

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it’s how we relate to one another

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online communities

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ping!

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Friended!

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ping!

hmmm...don’t know him well enough to transfertrust...

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A. ask for more infoB. ignore for now

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so if

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a quick

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http://www.flickr.com/photos/notic/86343146/

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would tell me

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he’s not interested in being my friend

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he wants value from me

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without providing me any value

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[reciprocity]

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if you want to become an influencer

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someone who is whuffie rich

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whose ideas spread

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who is well-loved

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you need to

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credibility

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it’s really as simple as that

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but there’s a catch

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didn’t happen overnight

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it required a different perspective

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alot of time and attention

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it won’t cost you very much $$

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and you’ll see results in real time

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it involves

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5 key components to raising whuffie

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#1.turn that bullhorn around

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how marketing looked before the internet

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then came the competition

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got louder

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and louder

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led to

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main characteristic

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impersonal

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http://www.flickr.com/photos/b-tal/179390300/

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http://www.flickr.com/photos/tin-g/90143310/

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which is why

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people we trust

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if you are still

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you are totally missing

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

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if you want to

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

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sounds easy, but it isn’t

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focus on individuals

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understand the needs of a community

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that’s totally challenging

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but if you don’t listen...and then respond...the silence will

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smack down your whuffie

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just ask Dell computer

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http://www.flickr.com/photos/nrkbeta/3283932325/

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DELL SUCKS. DELL LIES. Put that in your Google and

smoke it Dell!Jeff Jarvis

“ ”

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http://www.flickr.com/photos/laughingsquid/464177597/

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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.

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DELL turned their whuffie deficit into a whuffie making

machine, stopping their decline in sales and stopped their bad

press.

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but if you want to really become

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#2.become part of the

community you serve

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getting out

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the question is

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figure out

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who is it that you serve?

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what problem are you solving?

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for whom?

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knowing that makes it easier

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then join them!

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not as market research

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not as a voyeur

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not to sell anyone anything

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if you join a community with the wrong intentions

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authenticity matters

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what you need to figure out is

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learn from that

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integrate it into what you are offering

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lastly figure out

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why would they give a damn?

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seemingly infinite choice

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what is the difference between

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you need to be remarkable

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because then

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some people may even give a damn.

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and how does one achieve remarkability?

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#3.create amazing customer

experiences

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when I say amazing

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I mean experiences that lead to

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http://www.flickr.com/photos/lugolounge/6780004/

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http://www.flickr.com/photos/teointarifa/490408075/

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http://www.flickr.com/photos/60852569@N00/242746787/

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and then you will

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this doesn’t need to be complicated

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10 things you can do to create amazing experiences

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1. The Dazzle is in the Details.

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moleskinehttp://flickr.com/photos/confusedvision/226129765/

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1. The Dazzle is in the Details.

2. Go Above and Beyond.

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TED conferencehttp://flickr.com/photos/stewart/433935679/

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1. The Dazzle is in the Details.

2. Go Above and Beyond.

3. Appeal to Emotion.

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vosgeshttp://flickr.com/photos/quintanaroo/1516782327/

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1. The Dazzle is in the Details.

2. Go Above and Beyond.

3. Appeal to Emotion.

4. Inject Fun into the Experience.

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

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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.

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method home productshttp://flickr.com/photos/schweb/2890697924/

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6. Let People Personalize.

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moo cardshttp://flickr.com/photos/schweb/2890697924/

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6. Let People Personalize.

7. Be Experimental.

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threadless

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6. Let People Personalize.

7. Be Experimental.

8. Simplify.

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37 signals

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6. Let People Personalize.

7. Be Experimental.

8. Simplify.

9. Make Happiness Your Business Model: increase autonomy, competence and relatedness.

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Zappos.comhttp://www.flickr.com/photos/laughingsquid/2476324694/

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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.

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community.intuit.com

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#4.embrace the chaos

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controlling the message?

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heh

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

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I know...it’s hard to embrace the chaos...

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long history

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of fear

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the fear mongers

• corporate espionage

• competition

• security

• litigation

• bad-mouthers

• mistrust

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it’s on their shoulders

• Legal

• Public Relations/Corporate Communications

• IT

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understand the need for security

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but balance it with the need for openness

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there are many benefits to openness and

transparency

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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

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in the old days, you had one chance to get the message just right...

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today, you have multiple conversations and iterations to build that message with your

customers and audience.

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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.

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...or can we?

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we’re just one more step away from

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here is some food for thought

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while money is part of the

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market economy

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whuffie is part of the

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it acts kind of opposite

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the more you give away, the more whuffie you gain

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whuffie is only valuable when it circulates

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and as it circulates, it

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but we still need to make $$ to pay the rent

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so the question is...

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what can you give away that won’t leave you broke?

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#5.find your higher purpose.

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born out of passion?

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serving a need?

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fighting the good fight?

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maybe that stuff doesn’t interest you

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maybe you just want to

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does it mean that you will be whuffie poor?

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nah.

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you just have to find a way to give back to the community

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the more you give, the more that comes back

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5 gifts to give that won’t leave you broke

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“nerd values”

do well by doing good

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“...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

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think customer-centrically

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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.

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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.

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help others go further

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spread love

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akoha.com

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value something bigger

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• do well by doing good

• think customer-centrically

• help others go further

• spread love

• value something bigger

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whuffie

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will grow over time

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so combine all of the

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• turn the bullhorn around

• become part of the community you serve

• create amazing experiences

• embrace the chaos

• find your higher purpose

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you will raise whuffie

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whuffie rich

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=

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better word of mouth

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repeat sales

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customer loyalty

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=

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big, fat increase to your bottom line

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which will help you buy stuff

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http://www.flickr.com/photos/brraveheart/2072543750/

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which is why whuffie is the wiser way to go in any

economy.

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end.

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http://thewhuffiefactor.com

In storesApril 21!pre-order

today!

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licensing:

http://www.slideshare.net/missrogue

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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...

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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

Page 317: Whuffie at Web 2.0 Expo

Tara missrogue Huntmarketing lead, Intuit Partner Platform

[email protected]

twitter: missrogueskype: tarahunt747

www.horsepigcow.com