You and Your Whuffie Factor
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15-Sep-2014 -
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You and your whuffie factora presentation 4
thinkingdigital.co.uk
bytara ‘missrogue’ hunt
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“web 2.0”
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Facebook = >200Million usersBlogs = >150Million+ (+China’s 75M) MySpace = >110Million usersOrkut = >75Million usersTwitter = >20 Million
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Twitter = >26,000 followers Facebook = >2,500 friendsFlickr = >1,400 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 transfer trust...
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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 waysto raisewhuffie
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whuffie factor #1:
turn the bullhornaround
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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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whuffie factor #2:
become partof the
communityu serve
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getting out
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![Page 140: You and Your Whuffie Factor](https://reader034.fdocuments.in/reader034/viewer/2022051512/5416b9f77bef0a50738b6632/html5/thumbnails/140.jpg)
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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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whuffie factor #3:
create amazingcustomer
experiences
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truly amazing experiences 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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these types of feelings
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but what leads to these feelings?
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and can you design for them?
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in a word: YES
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automagicness
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automagic:a user experience so seamless that it feels like magic just
occurred.
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lilgrams.com
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tripit.com
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#1. book my flight
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#2. forward confirmation email to [email protected]
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3. they do some magic stuff with that email
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4. voila! an itinerary!
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bonus: iphone application
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throwing sheep
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throwing sheep:fun, lightweight activities that encourage user participation,
but don’t ‘do’ much else
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examples of throwing sheep
• FB: poking
• FB: ‘I like this’
• Twitter: nudging
• Twitter: tweeting casual stuff
• Maya’s Mom: kudos
• Dopplr: velocity metric
• Pop Sugar: karma points
• Favouriting/starring
• Virtual gifting
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lighten up!
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lighten up:the ability to inject fun into
the most serious & professional interactions
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southwest airlines
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http://flickr.com/photos/joshb/1408947023/
flickr.com
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then there is the 404 error page...
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apartmenthomeliving.com/404
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d20srd.org/err
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tinsanity.net/404
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horsepigcow.com/404
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email auto-responders
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whuffie factor #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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whuffie factor #5:
find ur higherpurpose
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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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A couple-a gifts to give that won’t leave you broke
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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.
• 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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• think customer-centrically
• help others go further
• spread love
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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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end.
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http://thewhuffiefactor.com
In storesnow!
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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
• Total Insanity http://tinsanity.net
• Dell Idea Storm http://ideastorm.dell.com
• Cory’s site http://craphound.com
• Southpark Underpants Gnomes http://www.southparkstudios.com/clips/151040
• Best 404 pages: http://www.plinko.net/404/
• Creative Commons: http://www.creativecommons.org
• Friend Wheel: http://apps.facebook.com/friendwheel
• Great internet stats: http://pewinternet.org
• Whuffie: http://en.wikipedia.org/wiki/Whuffie
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Tara missrogue Huntauthor, The Whuffie Factor
twitter: missrogueskype: tarahunt747
www.horsepigcow.com