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less $$? more whuffie!
  how social capital is the key to building your
   business...even in tough economic times
the theme of this
  conference is
the power of less
#awesome
cause I’ve always done
     it that way
Whuffie at Web 2.0 Expo
$1.2mm
competing against
budgets >$100mm
became the #2
  bestseller
[and, consequently,
made alot more $$]
the $$ driven
campaigns focused on
Whuffie at Web 2.0 Expo
we focused on
Whuffie at Web 2.0 Expo
$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
Whuffie at Web 2.0 Expo
you can’t be quite sure
 who will receive your
     message like
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
but when you
Whuffie at Web 2.0 Expo
you know exactly where
      you stand
which is why
when it comes to
   marketing
whuffie is wiser
lemme explain
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
web 2.0
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
Facebook = >180Million users
Blogs = >115Million+ (+China’s 75M)
MySpace = >110Million users
Orkut = >75Million users
Twitter = >15 Million
Twitter = >24,000 followers (>1300 followed)
Facebook = >2,500 friends
Flickr = >1,200 friends



                                    l’il ole me
scary
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
newsflash:
you can’t shut the
 internets down
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
#FAIL
but I was actually really
 curious about this...
why were some
companies being
  received with
Whuffie at Web 2.0 Expo
while others were
being greeted with
Whuffie at Web 2.0 Expo
?
while I was pondering
this I picked up a book
            by
http://www.flickr.com/photos/eschipul/437288525/
[cory doctorow]
[boing boing]
Whuffie at Web 2.0 Expo
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/
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
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
Whuffie at Web 2.0 Expo
ping!
Friended!
Whuffie at Web 2.0 Expo
ping!



hmmm...don’t know him well enough to transfer
trust...
A. ask for more info
B. ignore for now
so if
Whuffie at Web 2.0 Expo
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
Whuffie at Web 2.0 Expo
credibility
it’s really as simple as
           that
but there’s a catch
Whuffie at Web 2.0 Expo
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
Whuffie at Web 2.0 Expo
then came the competition
Whuffie at Web 2.0 Expo
got louder
and louder
led to
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
main characteristic
Whuffie at Web 2.0 Expo
impersonal
http://www.flickr.com/photos/b-tal/179390300/
http://www.flickr.com/photos/tin-g/90143310/
which is why
Whuffie at Web 2.0 Expo
people we trust
if you are still
Whuffie at Web 2.0 Expo
you are totally missing
http://www.flickr.com/photos/striatic/133146861/
if you want to
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
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
Whuffie at Web 2.0 Expo
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
Whuffie at Web 2.0 Expo
#2.
 become part of the
community you serve
getting out
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
the question is
Whuffie at Web 2.0 Expo
figure out
who is it that you serve?
Whuffie at Web 2.0 Expo
what problem are you solving?
for whom?
knowing that makes it easier
Whuffie at Web 2.0 Expo
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
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
authenticity matters
what you need to figure out is
Whuffie at Web 2.0 Expo
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
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
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
Whuffie at Web 2.0 Expo
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
Whuffie at Web 2.0 Expo
this doesn’t need to be
      complicated
10 things you can do to create
    amazing experiences
1. The Dazzle is in the Details.
moleskine
http://flickr.com/photos/confusedvision/226129765/
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.
vosges
http://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.
flickr
http://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 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.
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.com
http://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
Whuffie at Web 2.0 Expo
here is some food for thought
while money is part of the
market economy
whuffie is part of the
Whuffie at Web 2.0 Expo
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
Whuffie at Web 2.0 Expo
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.
Whuffie at Web 2.0 Expo
born out of passion?
serving a need?
fighting the good fight?
maybe that stuff doesn’t
     interest you
maybe you just want to
Whuffie at Web 2.0 Expo
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          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
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
spread love
akoha.com
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
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/
Whuffie at Web 2.0 Expo
Whuffie at Web 2.0 Expo
which is why whuffie is the
 wiser way to go in any
         economy.
end.
In stores
                        April 21!
                         pre-order
                           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
•   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 Hunt
  marketing lead, Intuit Partner Platform

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


         www.horsepigcow.com

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