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less $$? more whuffie!
  how social capital is the key to building your
   business...even in tough economic times
the theme of this
  conference is
the power of less
#awesome
cause I’ve always done
     it that way
$1.2mm
competing against
budgets >$100mm
became the #2
  bestseller
[and, consequently,
made alot more $$]
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 k...
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 users
Blogs = >115Million+ (+China’s 75M)
MySpace = >110Million users
Orkut = >75Million users
Twit...
Twitter = >24,000 followers (>1300 followed)
Facebook = >2,500 friends
Flickr = >1,200 friends



                        ...
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 transfer
trust...
A. ask for more info
B. 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 Jarv...
http://www.flickr.com/photos/laughingsquid/464177597/
Dell turning the bullhorn
         around
1. Direct2Dell - blog where people could start
   talking to Dell about their ex...
DELL turned their whuffie
  deficit into a whuffie making
machine, stopping their decline
in sales and stopped their bad
 ...
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.
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. M...
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...
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...
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 convers...
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 suc...
...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
busine...
think customer-centrically
not customer-centric
•                                          •
    You do everything you can to keep          You have ...
customer-centric
•                                          •
    You send customers to other                Your customer...
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...
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.
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                        April 21!
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licensing:




http://www.slideshare.net/missrogue
about those rockin’ images:


•   Many are from iStockphoto.com (totally cool site)
•   except as marked on the photo...
 ...
some references
•   Akoha.com http://www.akoha.com

•   Microformats: http://www.microformats.org

•   OpenID: http://www....
Tara missrogue Hunt
  marketing lead, Intuit Partner Platform

            horsepigcow@gmail.com
                415.694.1...
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Zappos.com http://www.flickr.com/photos/laughingsquid/2476324694/ Whuffie at Web 2.0 Expo

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  • .DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... .DOWNLOAD PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... .DOWNLOAD EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... .DOWNLOAD doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... .DOWNLOAD PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... .DOWNLOAD EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... .DOWNLOAD doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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  • Great topic then :D.
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  • Thanks for posting these. I was so busy listening and tweeting about what you were saying in the presentation that I missed writing a couple of things down! It was great to listen to a presentation that wasn't just talking about what social media sites to plaster your stale old marketing messages in! Personally, I don't believe in 'social media marketing.' For my agency, 'The Conversation is the Thing.' Conversations may happen through social media technologies, but they also happen in other places online and offline. You need to look at all of it to find the best locations and conversation vehicles to build Whuffie for your company. Oh, you also should figure out what to say--not just interrupt the conversation with marketing bullets and sales pitches.

    I'm excited to read the book. Will it be available on Kindle?
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  • @AustinHill Of course Sean was there to see it! I think he's memorized it by now. :) He was there in his orange beenie, so I could conveniently point him out and then was surrounded by as many people as I was after the presentation. :)
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