whuffieworkshop

tara ‘missrogue’ hunt

#1 - introduction (1hr)

#2 - whuffie (1.5hrs)

#3 - application (1.5hrs)

plan o’action

introduction#1

what do people think of brands?

liar pants on fire

38% trust business to do what is right

18% trust advertising

stats from: MediaPost04, Edelman 09, Sacred Heart University Poll 2008, ADWeek dec09

42% believe in ghosts

76% believe in miracles

20% believe what they hear from news

discussname a brand you trust 100%. do you feelthey always deliver on their promises?

what are people doing

on social networks?

twitter18m + estimated ‘users’

57% womenmen have 15% more followers

66% under 25 yrs old

stats from: eMarketer Aug09, Harvard Study June09, Brian Solis Oct09

85% tweet <1x per day1.1% tweet >10x per day

75% all Twitter activity comes from 5% of users94% of Twitter users have <100 followers

0.68% of Twitter users have >1000 followers92% follow <100 others

facebook>350m + estimated active ‘users’

57% women

3.5 billion pieces of content shared each weekAverage user has:

130 friends>55 minutes each day on FB

>25 comments on FB each month‘Fans’ 2 pages each month

Member of 12 groups

70% outside of the US

stats from: Brian Solis Oct09, Facebook public Statistics Jan10

>500,000 active applications >1M developers

mobile65M active users accessing FB thru mobile devices

Ppl who use mobile devices are 50% more active on SNs

~20% of tweets come from mobile devices

stats from: Facebook public Statistics Jan10, Sysomos Jun09, Tomi Ahonen Almanac 2009

4B mobile phones worldwide

15% of mobile phones are smartphones

100% SMS, 92% browser, 71% MMS, 63% camera

Mobile content is worth >$71B

4B mobile phones represent 59% of the world’s population

social networks

SN’s more popular than email (67% - 65%)

stats from: Neilsen Mar09,

Women are more active in most SN’s (avg 53%)

Social networks are more popular than porn

Social networks are likely to overtake search soon

Amount of time spent on FB increased 566% in 09

Total

Keep in touch with friends 75%For fun 55%Keep in touch with family 41%Invited by someone they know 30%Keep in touch with classmates 30%Keep in touch with business network 5%Job searching 4%Business development/sales 3%Searching for new hires 1%Other 4%

Why people are on social networks

stats from: eMarketer Jul09

discusswhat are your own SN habits? how are you using them? how much do you know about your customers’ SN use? not just what they are saying about you, but in

general?

KIDS TODAY...

http://www.youtube.com/watch?v=dGCJ46vyR9o

69%of online 12-24 yr olds own a laptop

stats: srgnet.com November 2009

91% of American teens are online (PEW 2008)69% of American teens have broadband at home (PEW 2008)

12-24 year oldsspend an average of

7.1 hoursper dayon video-basedentertainment...

stats: srgnet.com November 2009

59%have video capable media players

65%have watched a <10 min clip in the past month (23% watched 60min show)

80%watch video on digital media players

52%watch TV with their laptop almost allof the time (70% are IMing, texting to share TV events with friends)

stats: srgnet.com November 200966%watch TV online

59%would rather get rid of cable TV than the internet

stats: srgnet.com November 2009

connected

mobile

now

to friendsto the internet

delivered to menomadic on-the-go

convenientinstant

stats: srgnet.com November 2009

DESTINATIONS

stats: srgnet.com November 2009

FRIENDS

BRANDSmeh

what does all of this mean?

#1DISPERSE!it’s no longer about traffic ordriving people to a destination.it’s now about driving yourselfto people.

discusshow can you drive to where people are?

#2CATALYZE!you are not really the point. it isn’t about your customers loving you, it’s about them loving themselves and one another more because of you.but they may not know your role. that’s okay.

discusslist 3 ways you can help people connect.

#3SIMPLIFY!remove every single barrier possible between the customer and what he/she wants. make it faster, easier and, gosh darnit, anywhere!

discusswhat are the current barriers between your customers and what they want?

break

whuffie#2

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

cory doctorow

nicenetworkednotable

reputationinfluencebridging

bondingaccess 2 ideas/talentaccess 2 resourcesreciprocity

accomplishments

social capital of your friends

etc.

capital

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

ping!!!

nicenetworkednotable

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

d’uh

accept ignore

Jon Brawnwants to be your friend!

you have 10 friends in common

accept ignore

Jon Brawnwants to be your friend!

you have 10 friends in common

Alex

Karen

April

Cori

Oshun

Shira

Christian

Alex

Gina

Bill

I ‘Googled’

youTM

discusshave you Googled yourself? your company? other than you, who is talking and what are they saying?

genYrejects brands who ‘court’ them and instead prefers to pull in the brands that resonate with

them and their values.

info: GEN BUY, Yarrow & O’Donnell 2009 (Wiley)

18%but advertising doesn’t do it

89%expect to be able to interact with brands.

stat: WebProNews Oct09

how?

whuffiefactor

turn the bullhorn around

be part of the

community

create amazing experiences

embrace the

chaos

find your higher

purpose

turn the bullhorn around

be part of the

community

create amazing experiences

embrace the

chaos

find your higher

purpose

marketing b4 the internet

lalalalalalalalalalalalalalalalala...

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

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

individualspecial unique...

trusted friends

stop talking

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

start listening

http://www.flickr.com/photos/nrkbeta/3283932325/

Jeff is an awesome nice guy.

”“DELL SUCKS.

DELL LIES. Put that in your Google and

smoke it Dell!Jeff Jarvis

DELL HELL

http://www.flickr.com/photos/laughingsquid/464177597/

discussidentify what tools exist for listening. how do you listen? what do you do with what you hear?

turn the bullhorn around

be part of the

community

create amazing experiences

embrace the

chaos

find your higher

purpose

m o s t businesses are tourists

community

telltale signs of tourism:

“these natives have quite the life! mañana, baby!”

“s/he spends her whole day socializing and having fun on twitter/facebook! wish I could get paid for that!”

“when you cut through all of the ‘inane babble’, there are some valuable posts on twitter.”

value disparity

discussidentify the values that are part of online communities that business doesn’t share? does

your business share these values? if no, why not?

turn the bullhorn around

be part of the

community

create amazing experiences

embrace the

chaos

find your higher

purpose

BO-RING

♥

http://www.flickr.com/photos/fiatluxe/150714757/the cult of apple

http://www.flickr.com/photos/larimdame/150441467

http://www.flickr.com/photos/adam_knight/415152524/

notability1. you deliver on your promises...and then some

2. you make a difference in people’s lives3. you connect people + experiences together

4. you bring joy to the everyday5. you put people in charge of their experience

6. you make lives easier

means...

discussdiscuss a notable experience you’ve had (can be with a business or personal relationship).

turn the bullhorn around

be part of the

community

create amazing experiences

embrace the

chaos

find your higher

purpose

chaos is scary

much to fear

much to gain

luck1. lucky people follow their intuition

2. lucky people balance rationality with gut instinct3. lucky people go out and meet new people and

expose themselves to new situations4. lucky people see the positive side of situations

5. lucky people are more relaxed and openfrom scientific study by Richard Wiseman: The Luck Factor 2003

discusshow far can you start to err to the side ofopenness rather than security?

measure

quantity

numbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbersnumbers numbersnumbersnumbersnumbers

qualitystoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstoriesstories

meaningfulnumbers havestories

discussdo you currently look at qualitative as well as quantitative measurements? which ones? how do you

report on these?

turn the bullhorn around

be part of the

community

create amazing experiences

embrace the

chaos

find your higher

purpose

the gift economy

generosity aboundsin onlinecommunities

but so does reciprocity...

the more u give

the more u receive

whuffiecredits

depositsexamples:

helping someone solve a problem

attending community events

showing real interest in what someoneelse is working on

using your network to do something goodfor the community

demonstrating you implement people’ssuggestions

withdrawalsexamples:

asking someone else for a favor

promoting your own events or sales

asking for an introduction to someone intheir network (intro up)

acting competitively

name dropping

pitching someone

discusswhat deposits are you making on a regular basis. what is the balance of your whuffie account? discuss more

ways to make deposits.

break

application#3

exerciseWHO IS OUR CORE CUSTOMER?

WHAT DOES S/HE VALUE?15min

exercise

exerciseWHY WOULD S/HE CARE TO USE OUR PRODUCT

WITH ALL OF THE CHOICES OUT THERE?(5 solid reasons - narrow it down to 1 core)

15 min

exercise

exerciseWE ARE CREATING A CULTURE OF __________.

(fill in the blank - related to #1 & #2)15min

exercise

exerciseHOW DO WE ACHIEVE THIS CULTURE?

15min

exercise

exerciseWHAT CAN YOU GIVE BACK TO THE

COMMUNITY?15min

exercise

exerciseWHAT ARE YOUR QUANTITAVE & QUALITATIVE

MEASUREMENTS OF SUCCESS?15min

exercise

q&a

big ups Douglas PolleiChris HeuerKristie WellsBrad Smith

Tracy BensonJim Roots

Andy Santamaria

tara ‘missrogue’ hunthorsepigcow@gmail.com

514-679-2951twitter: @missrogueskype: sanfranrogue

http://www.horsepigcow.comhttp://www.thewhuffiefactor.com

http://www.slideshare.net/missrogueimages from: http://www.shutterstock.com

(unless marked from Flickr.com + AVATAR screen from 20th Century Fox)