Design Whuffie
-
date post
17-Oct-2014 -
Category
Design
-
view
8.468 -
download
1
description
Transcript of Design Whuffie
whuffie_aea
design whuffiebuilding stuff into your design to produce
mad, passionate, fervent love
by: tara missrogue hunt
wtf
is
whuffie?
http://www.flickr.com/photos/eschipul/437288525/
boingboing
cory
crazy
about
http://www.flickr.com/photos/stuckincustoms/459418289/
he wrote
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
etc.
in corys future
when you
http://www.flickr.com/photos/notic/86343146/
whuffie
score
high score
=
good reputation
trust them
listen to their advice
it also buys you stuff
http://www.flickr.com/photos/brraveheart/2072543750/
but this should sound
familiar
this aint the future
& it aint fiction
its real
right now
how
relate
online communities
2,600+ Facebook Friends
26,000+ twitter followers
1,400
I have strong or weak connections to
Im not telling you this to show off
im not that unique
Blogs = >115Million+ (+Chinas 75M)
MySpace = >110Million users
Facebook = >80Million users
Orkut = >75Million users
Twitter = >15 Million
people join these online communities
to make
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
you need to build...
trust
its really as simple as that
but there is a catch
didnt 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
then came the competition
got louder
and louder
and 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 listen to
if you are still
youre totally missing out on
http://www.flickr.com/photos/striatic/133146861/
if you really want to
http://www.flickr.com/photos/klapow/39693385/
sounds easy, but it isnt
focus on individuals
understanding the needs of the entire community
thats 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. dont take negative feedback personally
4. give credit to those whose ideas you implement
mention contributions in blog posts, tweets and videos
name a product or feature after the contributor (or let them name it)
send journalists their way
send a gift certificate or special coupon code
schwag and schtuff upgrade their account give the contributor
more responsibility
some ways to give credit
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
http://www.flickr.com/photos/vaxzine/172651123/
collaborate and share with other designers
fall in love with what your customers love
use competitors tools until you love them, too
search thru screenshot and design patterns
galleries on flickr
read A List Apart
go to conferences
barcamps
codejams
meetups
and everywhere you can possibly meet creative, tuned
in people
and youll figure out what makes the difference
between
and then you can...
#3. create amazing customer experiences
and 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/
creating these experiences will
a couple of ways to do this
automagicness
automagic:a user experience so
seamless that it feels like magic
lilgrams.com
automagic sign ins
automagic posting to thesites of your choice
automagic matching ofmilestones with xif data from photos
automagic lilgram senderto pre-defined recipients
automagic posting from twitterfrom the road
quicken for iphone
automagic demo
automagicbank machine
finder
automagicspending
update
automagicbalanceupdater
tripit.com
1. I book my flight/hotel
2. I forward the confirmation emailto [email protected]
3. its automagically converted intoan itinerary for me
an automagic neat and tidyawesome itinerary for me
and an iPhone applicationfor more magicness!
throwing sheep
throwing sheep:ancillary fun, lightweight activities that encourage
user participation
throwing sheep examples Facebook poking Facebook I Like This Twitter nudging Most tweets in general Ma.gnolias give thanks Mayas Moms kudos
Dopplrs velocity metric Favoriting/starring Virtual gift giving Virtual walls Pop Sugars karma
points
lighten up!
lightening up:the ability to inject fun into the most serious &
professional interactions
virginamerica.comhttp://www.youtube.com/watch?v=eyygn8HFTCo
http://flickr.com/photos/joshb/1408947023/
flickr.com
some 404 error pages
apartmenthomeliving.com
d20srd.org
tinsanity.nethttp://tinsanity.net/404
horsepigcow.com
the email responder is the new 404
#4.embrace the chaos
controlling the message?
heh
http://www.flickr.com/photos/wiseacre/153532248/
I know...its hard to embrace the chaos...
long history
of fear
the fear mongers
corporate espionagecompetitionsecuritylitigationbad-mouthersmistrust
its 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
youll be better prepared for the unexpected youll 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 didnt 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?
were 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 wont leave you broke?
#5.find your higher purpose.
born out of passion?
serving a need?
fighting the good fight?
maybe that stuff doesnt 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 wont 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 doesnt 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 goodthink customer-centricallyhelp others go furtherspread lovevalue something bigger
whuffie
will grow over time
so combine all of the
turn the bullhorn aroundbecome part of the community you
serve
create amazing experiencesembrace the chaosfind 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.
end.
http://thewhuffiefactor.com
Order Whuffietoday!
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/ Mayas 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
twitter: missrogueskype: tarahunt747
www.horsepigcow.com