Value based working in communities

1. MAKIN’ WHUFFIE
raising social capital in online communities
by tara ‘missrogue’ hunt

2. wtf

3. is

4. whuffie?

5. http://www.flickr.com/photos/eschipul/437288525/

6. boingboing

7. cory

8. is crazy

9. about

10. http://www.flickr.com/photos/stuckincustoms/459418289/

11. he wrote

12. sci-fi story

13. his characters

14. actually live in

15. http://www.flickr.com/photos/stuckincustoms/459418289/

16. Down and Out in the Magic
Kingdon

17. instead of

18. money

19. thing he calls

20. whuffie

21. =

22. social capital

23. =

24. reputation

25. connections
(both strong and weak)

26. influence

27. access to resources/access
to more connections

28. favors added up
(reciprocity)

29. public accomplishments

30. levels of trust

31. etc.

32. in cory’s future

33. when you

34. http://www.flickr.com/photos/notic/86343146/

35. whuffie

36. score

37. high score

38. =

39. good reputation

40. trust them

41. listen to their advice

42. it also buys you stuff

43. http://www.flickr.com/photos/brraveheart/2072543750/

46. but this should sound

47. familiar

48. this ain’t the future

49. & it ain’t fiction

50. it’s real

51. right now

52. how

53. relate

54. online communities

56. 2,500+ Facebook Friends

57. 24,000+ twitter followers

58. 1,300

59. I have strong or weak
connections to

60. I’m not telling you this to
show off

61. i’m not that unique

62. Blogs = >115Million+ (+China’s 75M)
MySpace = >110Million users
Facebook = >80Million users
Orkut = >75Million users
Twitter = >15 Million

65. X

66. buy

67. whuffie

68. you see

69. whuffie

70. !=

71. $$$$$

72. people join online
communities

73. to make

75. connections
+ time
= trust
= the basis of whuffie

76. credibility matters

77. if you are known to take $$
to talk about a product

78. you lose credibility

79. without whuffie

80. you lose

82. and the recommendations
you make will be seen as

85. if you want to become an

86. influencer

87. awesome word of mouth

88. build customer love and
loyalty

89. [someone who is whuffie
rich]

91. credibility

92. it’s really as simple as that

93. but there is a catch

95. didn’t happen overnight

96. it required a different
perspective

97. a lot of time and attention

98. involves

99. 5 key components to raising
your whuffie

100. #1.
turn that bullhorn inwards

101. how marketing looked
before the internet

104. got louder

105. and louder

106. led to

109. main characteristic

111. impersonal

112. http://www.flickr.com/photos/b-tal/179390300/

113. http://www.flickr.com/photos/tin-g/90143310/

114. which is why

115. people we trust

117. if you are still

119. you are totally missing

120. http://www.flickr.com/photos/striatic/133146861/

121. if you want to

124. http://www.flickr.com/photos/klapow/39693385/

125. sounds easy, but it isn’t

126. focus on individuals

127. understand the needs of a
community

128. that’s totally challenging

129. the 8 commandments of
receiving feedback

130. 1. Get advice and input from experts but design for
the broader community
2. Respond to all feedback, even when you respond
by saying, “No thanks.”
3. Do not take negative feedback personally;
remember that when people give feedback, they
are doing so because they care and have taken
the time to improve their experience.
4. Give credit to those whose ideas you implement;
nothing says “we are open to conversation” better.

131. 5. When you a implement new idea, make sure
that you highlight it, and ask for feedback.
6. Make small, continuous changes rather than
waiting to implement everything at once.
7. Don’t just wait for feedback to come to you, go
out and find it; people are probably talking
about your product elsewhere.
8. No matter how many people like you, you will
always have someone who doesn’t - mind the
haters.

132. to really become

133. http://www.flickr.com/photos/klapow/39693385/

134. #2.
become part of the
community you serve

135. getting out

138. the question is

140. figure out

141. who is it that you serve?

143. what problem are you
solving?

144. for whom?

145. knowing that makes it
easier

147. then join them!

148. not as market research

149. not as a voyeur

150. not to sell anyone anything

151. if you join a community with
the wrong intentions

154. authenticity matters

155. what you need to figure out
is

157. learn from that

158. integrate it into what you
are offering

159. lastly figure out

160. why would they give a damn?

161. seemingly infinite choice

162. what is the difference
between

165. you need to be remarkable

166. because then

167. some people may even give
a damn.

168. and how does one achieve
remarkability?

169. #3.
create amazing customer
experiences

170. when I say amazing

171. I mean experiences that
lead to

173. http://www.flickr.com/photos/lugolounge/6780004/

174. http://www.flickr.com/photos/teointarifa/490408075/

175. http://www.flickr.com/photos/60852569@N00/242746787/

176. and then you will

178. this doesn’t need to be
complicated

179. 11 things you can do to
create amazing experiences

180. 1. The Dazzle is in the
Details.

181. moleskine
http://flickr.com/photos/confusedvision/226129765/

182. 1. The Dazzle is in the
Details.
2.Go Above and Beyond.

183. Zappos.com
http://www.flickr.com/photos/laughingsquid/2476324694/

184. 1. The Dazzle is in the
Details.
2.Go Above and Beyond.
3. Appeal to Emotion.

185. vosges
http://flickr.com/photos/quintanaroo/1516782327/

186. 1. The Dazzle is in the Details.
2. Go Above and Beyond.
3. Appeal to Emotion.
4. Inject Fun into the
Experience.

187. flickr
http://flickr.com/photos/joshb/1408947023/

188. 5. Make Something Mundane
Fashionable.

189. method home products
http://flickr.com/photos/schweb/2890697924/

190. 5. Make something mundane
fashionable.
6. Let people personalize.

191. moo cards
http://flickr.com/photos/schweb/2890697924/

192. 5. Make something mundane
fashionable
6. Let people personalize.
7. Be experimental.

193. threadless

194. 5.Make something mundane
fashionable.
6.Let People Personalize.
7.Be Experimental.
8.Simplify.

195. 37 signals

196. 9. Make Happiness Your
Business Model: increase
autonomy, competence
and relatedness.

197. http://www.flickr.com/photos/tpeek/3297597670/

198. 9. Make Happiness Your
Business Model: increase
autonomy, competence and
relatedness.
10.Be a Social Catalyst.

199. community.intuit.com

200. #4.
embrace the chaos

201. controlling the message?

202. heh

203. http://www.flickr.com/photos/wiseacre/153532248/

204. lay the foundation

205. set a template

206. then get ready to discover

208. another list

209. 7 ways to embrace the
chaos

210. 1. Stop moving and look around you until you
see everything clearly.
2. Transfer the knowledge.
3. Every time you feel anxiety, acknowledge it.
4. Define your own measure of success.
5. Get outside of your personal circle.
6. Realize that everything is out of your control
anyway.
7. Have patience.

211. in no time you will feel

213. we’re just one more step
away from

215. here is some food for
thought

216. while money is part of the

217. market economy

218. whuffie is part of the

219. gift economy

220. it acts kind of opposite

221. the more you give away, the
more whuffie you gain

222. whuffie is only valuable
when it circulates

223. and as it circulates, it

225. but we still need to make $$
to pay the rent

226. so the question is...

227. what can you give away that
won’t leave you broke?

228. #5.
find your higher purpose.

230. born out of passion?

231. serving a need?

232. fighting the good fight?

233. maybe that stuff doesn’t
interest you

234. maybe you just want to

236. does it mean that you will be
whuffie poor?

237. nah.

238. you just have to find a way
to give back to the
community

239. the more you give, the more
that comes back

240. 5 gifts to give that won’t
leave you broke

241. “nerd values”
do well by doing good

242. “...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

243. think customer-centrically

244. not customer-centric
• •
You do everything you can to You have a long list of customer
keep your customers on your relations policies. Any exception
website. to those policies has to go up the
chain of command for approval.
• You measure number of visitors
•
and time spent on your website You need to create multiple
as whether you are successful. instructional videos so that your
customers will understand how
to use your product.
• When budgets get tightened, you
make cutbacks in areas like
•
customer service, marketing, You demand social media
support staff and design. 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.

245. 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.
• •
You let people feed in their You work with your competitors
content from other sites easily. 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.

246. help others go further

250. spread love

251. akoha.com

256. value something bigger

257. •do well by doing good
•think customer-centrically
•help others go further
•spread love
•value something bigger

258. whuffie

259. will grow over time

260. so combine all of the

261. •turn the bullhorn around
•become part of the community you
serve
•create amazing experiences
•embrace the chaos
•find your higher purpose

262. you will raise whuffie

263. whuffie rich

264. =

265. better word of mouth

266. repeat sales

267. customer loyalty

268. =

269. big, fat increase to your
bottom line

270. which will help you buy stuff

271. http://www.flickr.com/photos/brraveheart/2072543750/

274. which is why makin’ whuffie
is the here and now.

275. end.

276. licensing:
http://www.slideshare.net/missrogue

277. 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...

278. some references
• Avant Game: http://www.avantgame.com
• Cruel 2 B Kind: http://www.cruelgame.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
• Down and Out in the Magic Kingdom: http://craphound.com/down/
download.php
• Whuffie: http://en.wikipedia.org/wiki/Whuffie

279. thewhuffiefactor.com

280. Tara missrogue Hunt
marketing lead, Intuit Partner Platform
horsepigcow@gmail.com
415.694.1951
twitter: missrogue
skype: tarahunt747
www.horsepigcow.com