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You and your whuffie factor
               a presentation 4
            thinkingdigital.co.uk




                          by
                tara ‘missrogue’ hunt
You and Your Whuffie Factor
You and Your Whuffie Factor
“web 2.0”
You and Your Whuffie Factor
You and Your Whuffie Factor
You and Your Whuffie Factor
You and Your Whuffie Factor
You and Your Whuffie Factor
You and Your Whuffie Factor
Facebook = >200Million users
Blogs = >150Million+ (+China’s 75M)
MySpace = >110Million users
Orkut = >75Million users
Twitter = >20 Million
Twitter = >26,000 followers
Facebook = >2,500 friends
Flickr = >1,400 friends



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



hmmm...don’t know him well enough to
transfer trust...
A. ask for more info
B. ignore for now
so if
You and Your Whuffie Factor
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
You and Your Whuffie Factor
credibility
it’s really as simple as that
but there’s a catch
You and Your Whuffie Factor
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 ways
to raise
whuffie
whuffie factor #1:


turn the
bullhorn
 around
how marketing looked before
       the internet
You and Your Whuffie Factor
then came the competition
You and Your Whuffie Factor
got louder
and louder
led to
You and Your Whuffie Factor
You and Your Whuffie Factor
main characteristic
You and Your Whuffie Factor
impersonal
http://www.flickr.com/photos/b-tal/179390300/
http://www.flickr.com/photos/tin-g/90143310/
which is why
You and Your Whuffie Factor
people we trust
if you are still
You and Your Whuffie Factor
you are totally missing
http://www.flickr.com/photos/striatic/133146861/
if you want to
You and Your Whuffie Factor
You and Your Whuffie Factor
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
You and Your Whuffie Factor
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
You and Your Whuffie Factor
whuffie factor #2:


become part
   of the
 community
  u serve
getting out
You and Your Whuffie Factor
You and Your Whuffie Factor
the question is
You and Your Whuffie Factor
figure out
who is it that you serve?
You and Your Whuffie Factor
what problem are you solving?
for whom?
knowing that makes it easier
You and Your Whuffie Factor
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
You and Your Whuffie Factor
You and Your Whuffie Factor
authenticity matters
what you need to figure out is
You and Your Whuffie Factor
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 and Your Whuffie Factor
You and Your Whuffie Factor
you need to be remarkable
because then
some people may even give a
           damn.
and how does one achieve
     remarkability?
whuffie factor #3:


create amazing
   customer
  experiences
truly amazing experiences lead
              to:
You and Your Whuffie Factor
http://www.flickr.com/photos/lugolounge/6780004/
http://www.flickr.com/photos/teointarifa/490408075/
http://www.flickr.com/photos/60852569@N00/242746787/
these types of feelings
You and Your Whuffie Factor
but what leads to these
       feelings?
and can you design for them?
in a word: YES
automagicness
automagic:
a user experience so seamless
 that it feels like magic just
           occurred.
lilgrams.com
You and Your Whuffie Factor
You and Your Whuffie Factor
You and Your Whuffie Factor
You and Your Whuffie Factor
You and Your Whuffie Factor
You and Your Whuffie Factor
tripit.com
#1. book my flight
#2. forward confirmation
email to plans@tripit.com
3. they do some magic stuff
      with that email
4. voila! an itinerary!
bonus: iphone application
throwing sheep
throwing sheep:
fun, lightweight activities that
 encourage user participation,
    but don’t ‘do’ much else
examples of throwing sheep

• FB: poking          • Dopplr: velocity
                        metric
• FB: ‘I like this’
                      • Pop Sugar: karma
• Twitter: nudging      points

• Twitter: tweeting   • Favouriting/starring
  casual stuff
                      • Virtual gifting
• Maya’s Mom: kudos
You and Your Whuffie Factor
lighten up!
lighten up:
  the ability to inject fun into
the most serious & professional
           interactions
southwest airlines
flickr.com
        http://flickr.com/photos/joshb/1408947023/
then there is the 404 error
          page...
apartmenthomeliving.com/404
d20srd.org/err
tinsanity.net/404
horsepigcow.com/404
email auto-responders
You and Your Whuffie Factor
whuffie factor #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
You and Your Whuffie Factor
here is some food for thought
while money is part of the
market economy
whuffie is part of the
You and Your Whuffie Factor
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
You and Your Whuffie Factor
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?
whuffie factor #5:


find ur higher
  purpose
You and Your Whuffie Factor
born out of passion?
serving a need?
fighting the good fight?
maybe that stuff doesn’t
     interest you
maybe you just want to
You and Your Whuffie Factor
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
A couple-a gifts to give that
   won’t leave you broke
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           Influencers are adding you as
    success.                                friends on social networks.


•                                       •
    When budgets get tightened, you         You work with your competitors
    tighten operational costs.              towards better customer
                                            experiences for all.

•   Your only customer service policy
                                        •
    is to do right by the customer.         You know you compete for your
                                            customers’ attention with
                                            everyone.
help others go further
You and Your Whuffie Factor
You and Your Whuffie Factor
You and Your Whuffie Factor
spread love
akoha.com
You and Your Whuffie Factor
You and Your Whuffie Factor
You and Your Whuffie Factor
You and Your Whuffie Factor
• 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
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/
You and Your Whuffie Factor
You and Your Whuffie Factor
end.
In stores
                         now!




http://thewhuffiefactor.com
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

•   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
Tara missrogue Hunt
    author, The Whuffie Factor

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


      www.horsepigcow.com

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