Whuffie at Web 2.0 Expo

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

horsepigcow@gmail.com415.694.1951

twitter: missrogueskype: tarahunt747

www.horsepigcow.com