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why whuffie is my
super awesome SEO
      jetpack




                                               by: tara ‘missrogue’ hunt


               buy this awesome tee here: http://www.imahottee.com/jetpack-shirt.html
seo
                                   whuffie




      http://www.flickr.com/photos/colonelpanic/3183708010/
google results are the
closest approximation to a
 whuffie measurement we
        got today...
Why Whuffie is My SEO Jetpack
searches I suck on
but should care about
• marketing                 • online marketing book
• author                    • web community book
• online marketing          • social media book
• online marketing          • social media consultant
  consultant
                            • social media speaker
• public speaker
                            • etc.
• online marketing public
  speaker
my book is selling well
(sans a marketing budget)
I’m turning down
 consulting work
I speak at 5-8 events per
         month
one word:
whuffie
wtf?
http://www.flickr.com/photos/eschipul/437288525/
http://www.flickr.com/photos/stuckincustoms/459418289/
he wrote
Why Whuffie is My SEO Jetpack
instead of $$
=
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
in cory’s future
http://www.flickr.com/photos/notic/86343146/
high score
=
good reputation
trust them
listen to their advice
it also buys you stuff
http://www.flickr.com/photos/brraveheart/2072543750/
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
sounds familiar?
this ain’t the future
& it ain’t fiction
it’s real
right now
how we relate today
online communities
Why Whuffie is My SEO Jetpack
2,700+ Facebook Friends
27,000+ twitter followers
1,500
I have strong or weak
    connections to
I’m not telling you this to
         show off
i’m not that unique
Blogs = >115Million+ (+China’s 75M)

MySpace = >110Million users

Facebook = >80Million users

Orkut = >75Million users

Twitter = >15 Million
people join these online
     communities
to make
Why Whuffie is My SEO Jetpack
connections
       +time

      = trust
     the basis of
=
       whuffie
authenticity matters
if you want to become
whuffie rich
=
have people fall in love
with your product/service
build long term customer
         loyalty
spread awesome word of
        mouth
getting oodles of people
returning to your website
you need to build...
Why Whuffie is My SEO Jetpack
trust
it’s really as simple as that
but there is a catch
Why Whuffie is My SEO Jetpack
didn’t happen overnight
it required a different
      perspective
a lot of time and attention
involves
5 principles for raising
        whuffie
#1. turn the
bullhorn around
b2c communication b4 the
       internet
Why Whuffie is My SEO Jetpack
then came the competition
Why Whuffie is My SEO Jetpack
got louder
and louder
and led to
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
main characteristic
Why Whuffie is My SEO Jetpack
impersonal
http://www.flickr.com/photos/b-tal/179390300/
http://www.flickr.com/photos/tin-g/90143310/
which is why people listen
           to
Why Whuffie is My SEO Jetpack
if you are still
Why Whuffie is My SEO Jetpack
you’re totally missing out
            on
http://www.flickr.com/photos/striatic/133146861/
if you really want to
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
http://www.flickr.com/photos/klapow/39693385/
sounds easy, but it isn’t
focus on individuals
understanding the needs
of the entire community
that’s totally challenging
8 tips for being a beacon
 for constant feedback:
1. get advice from experts, but design for the
   needs of the novice

2. respond to ALL feedback, even when you
   have to say ‘no thanks’

3. don’t take negative feedback personally

4. give credit to those whose ideas you
   implement
some ways to give credit
• mention contributions in   • send a gift certificate or
  blog posts, tweets and        special coupon code
  videos
                             • schwag and schtuff
• name a product or
  feature after the
  contributor (or let them
                             • upgrade their account
  name it)
                             • give the contributor
                                more responsibility
• send journalists their
  way
5. point out and explain changes as you make
   them

6. make small, continuous improvements

7. go out to find your feedback

8. ignore the haters
to really become
http://www.flickr.com/photos/klapow/39693385/
#2. become part of the
community you serve
for the ultimate in being
able to gr0k ur customers
what they want
anticipate their needs
tune in and turn them on
you need to
Why Whuffie is My SEO Jetpack
http://www.flickr.com/photos/vaxzine/172651123/
collaborate and share with
      other designers
fall in love with what your
       customers love
use competitor’s tools
until you love them, too
go to conferences
barcamps
codejams
meetups
and everywhere you can
possibly meet creative, tuned
          in people
and you’ll figure out what
  makes the difference
        between
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
and then you can...
#3. create amazing
customer experiences
and when I say amazing
I mean experiences that
        lead to
Why Whuffie is My SEO Jetpack
http://www.flickr.com/photos/lugolounge/6780004/
http://www.flickr.com/photos/teointarifa/490408075/
http://www.flickr.com/photos/60852569@N00/242746787/
creating these
experiences will
Why Whuffie is My SEO Jetpack
a couple of ways to do this
automagicness
automagic:
  a user experience so
seamless that it feels like
          magic
lilgrams.com
Why Whuffie is My SEO Jetpack
automagic sign ins
automagic posting to the
  sites of your choice
automagic matching of
milestones with xif data from photos
automagic lilgram sender
 to pre-defined recipients
automagic posting from twitter
       from the road
tripit.com
1. I book my flight/hotel
2. I forward the confirmation email
         to plans@tripit.com
3. it’s automagically converted into
          an itinerary for me
an automagic neat and tidy
 awesome itinerary for me
and an iPhone application
  for more magicness!
throwing sheep
throwing sheep:
ancillary fun, lightweight
activities that encourage
   user participation
throwing sheep examples
• Facebook poking           • Dopplr’s velocity metric
• Facebook ‘I Like This’    • Favoriting/starring
• Twitter nudging           • Virtual gift giving
• Most tweets in general    • Virtual walls
• Ma.gnolia’s give thanks   • Pop Sugar’s karma
                              points
• Maya’s Mom’s kudos
Why Whuffie is My SEO Jetpack
lighten up!
lightening up:
 the ability to inject fun
 into the most serious &
professional interactions
southwest.com
The ‘rapping’ flight attendant - Southwest Airlines
flickr.com
            http://flickr.com/photos/joshb/1408947023/
some 404 error pages
apartmenthomeliving.com
d20srd.org
tinsanity.net
http://tinsanity.net/404
horsepigcow.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
 everything just right...
today, you have multiple
conversations and iterations to
build 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
Why Whuffie is My SEO Jetpack
here is some food for thought
while money is part of the
market economy
whuffie is part of the
Why Whuffie is My SEO Jetpack
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
Why Whuffie is My SEO Jetpack
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.
Why Whuffie is My SEO Jetpack
born out of passion?
serving a need?
fighting the good fight?
maybe that stuff doesn’t
    interest you
maybe you just want to
Why Whuffie is My SEO Jetpack
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
4 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       •   You have a long list of customer
    keep your customers on your            relations policies. Any
    website.                               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
•   When budgets get tightened,            how to use your product.
    you 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
•   You are bothered by a customer         about your product.
    describing your product in their
    own words that doesn’t match
    your brand.
customer-centric
•   You send customers to other        •   Your customers are doing
    websites.                              things 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
•   Your only customer service             everyone.
    policy is to do right by the
    customer.
help others go further
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
spread love
akoha.com
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
•do well by doing good
•think customer-centrically
•help others go further
•spread love
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
people will talk about you,
link to you, search for you
         (directly)
whuffie rich search
     results
=
better word of mouth
repeat sales
customer loyalty
=
more traffic and solid
       leads
big, fat increase to your
       bottom line
which will help you buy stuff
http://www.flickr.com/photos/brraveheart/2072543750/
Why Whuffie is My SEO Jetpack
Why Whuffie is My SEO Jetpack
which is why whuffie is
   my SEO jetpack.
end.
Order
                      Whuffie
                      today!



http://thewhuffiefactor.com
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
•   Lilgrams http://www.lilgrams.com

•   TripIt http://www.tripit.com

•   Akoha.com http://www.akoha.com

•   Facebook http://www.facebook.com

•   Twitter http://www.twitter.com

•   Creative Commons: http://www.creativecommons.org

•   Quicken: http://quicken.intuit.com/

•   Maya’s Mom: http://www.mayasmom.com

•   Dopplr: http://www.dopplr.com

•   Friend Wheel: http://apps.facebook.com/friendwheel

•   Great internet stats: http://pewinternet.org

•   Whuffie: http://en.wikipedia.org/wiki/Whuffie

•   404 Research Lab: http://plinko.net/404/

•   More awesome 404: http://www.smashingmagazine.com/
    2009/01/29/404-error-pages-one-more-time
Tara missrogue
     Hunt
marketing lead, Intuit Partner Platform

           horsepigcow@gmail.com
                415.694.1951
              twitter: missrogue
             skype: tarahunt747


        www.horsepigcow.com

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