This was one of the better presentations at WebVisions. I felt like it had some pretty concrete actions to take.
Best takeaway: By putting myself out there for feedback on my company, the many benefits include gaining more followers, learning what my customers want, being able to engage in a discussion. I gain more by listening than by talking.
Dunbarnumber: 120-150 – the number of people we can really know at any point in time
- Will: based on tribes and communities
- As a result of the internet / we b 2.0 / facebook+myspace+blogs the
dunbarnumber is raising
- This doesn’t leave room for the one way messages of corporations / advertising
- Some companies greeted enthusiastically, some companies are barfed upon
- Cory Doctorow / BoingBoing
- DOWN and OUT in the
by Cory Doctorow Magic Kingdom
- In the science fiction future of Cory, instead of money, there is something that he called whuffie
- Roughly equivalent to social capital: reputation, access to resources, favors added up (reprocity), followers, levels of trust
- High whuffie score = good reputation
- You can buy stuff with your whuffie
- But… not really fictional or futuristic. It’s here and now.
- It’s how we decide to friend people on Facebook (based on looking at existing friend relationships)
- To raise your whuffie, you need to establish relationships and credibility
- 5 ways to raise your whuffie
- 1. Turning the bullhorn around: instead of just speaking, listen
- (Will: I wonder what would happen if I solicited input on HP printers and HP website)
- The silence will smack down your whuffie
- 8 ways to turn the bullhorn around
- 1. Get advice from experts, but design for the needs of the novice
- 2. Respond to ALL feedback, even when you have to say “no thanks”
- 3. Don’t take negative feedback personally: people want a better experience, they want to keep using your product/website, they are taking the time to give you feedback to make things better
- 4. Give people credit:
- mention contributions in blog posts, tweets, or videos.
- Name a product or feature after the contributor (or let them name it)
- Send journalists their way
- Send a gift certificate or special coupon code
- Schwag and schtuff
- Upgrade their account
- Give the contributor more responsibility
- 5. Point out and explain changes as you make them
- 6. Make small, continuous improvements
- 7. Go out to find your feedback
- Use Google Alerts, Radiant6, or similar tools to seek feedback
- 8. Ignore the haters (“Don’t feed the trolls”)
- 2. Become part of the community you serve
- Figure out who it is you serve
- What problem are you solving? For whom?
- Join the community… not for market resource, not to sell them something… to learn what makes them happen. And why they would give a damn.
- 3. Create truly amazing customer experiences
- Create love, joy, and laughter.
- We can design for them.
- Automagic: a user experience so seamless that it feels like magic just occurred.
- Tag: “Automagically share your baby’s memories”
- GrowthGRam, StoryGram, FoodGram, WordGram
- Automagicness starts with sign: can signin with Twitter account or Facebook connect.
- You can sync up with your social network accounts
- And then pick people in those accounts who should receive notifications
- Estimates dates from EXIF data, and combines with child’s age to guess:
- First father’s day
- First solid food
- Quicken for iPhone
- Automagic spending update
- Automagic account update
- Automagic ATM finder
- “The best way to organize and share your travel plans”
- You forward your confirmation email, from any airline or travel service, and Tripit creates a uniform itinerary, accessible via web, print, or iPhone.
- 4. Throwing sheep: fun, lightweight activities that encourage participation, but don’t really do much else.
- FB: poking, “I like this”, twitter: nudging, virtual gifting, kudos.
- Makes it an easy way for people to participate, get comfortable
- Example: Dopplr:
- Personal velocity meter (silly and fun – people were twittering about it)
- Carbon footprint
- 5. lighten up: the ability to inject fun into the most serious & professional interactions
- funny 404 page errors
- 4. embrace the chaos
- The fear mongers: legal, public relations/corporate communications, IT
- Understand the need for security… but need to balance it with the need for openness… because that is what people are demanding. We are in a new era of building trust
- 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 the opportunity for collaboration
- It will make your ideas stronger that way
- 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
- Whuffie is part of the gift economy. You don’t hoard it, you give it away.
- What can you give away that won’t leave you broke?
- #5: embrace your higher purpose
- Do well by doing good: in the core of what you are doing, you are giving back.
- Example: Stonyfield Farms: makes good yogurt, but does good things for the world by doing it. Sustainable production, organic.
- Think customer-centrically
- Take off your marketing hat, your finance hat, and step into your customers hat. What can you do for them?
- Look at the “not customer-centric” slide on slideshare
- Customer-centric is:
- 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 (not design, customer support, etc.)
- 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
- Making new things accessible to people:
- Blogger (enabled amateur journalists)
- YouTube (enabled amateur videographers/actors)
- Flickr (enabled amateur photographers)
- http://Akoha.com: Pay It Forward Mission Card
- If you combine all of these five whuffie factors, you will become whuffie rich
- Leads to better word of mouth, repeat sales, customer loyalty
- Which leads to increase sales and profits
- Q: How to staff up to participate in this?
- A: It’s everybody’s job. At zappos, everyone is empowered to be social. It’s not one person’s job, not one department’s job. It doesn’t mean spending five hours on twitter, it means being ambient.
- The big companies spend a hell of a lot of time internally focused. They spend so much time in meeting talking about stuff that doesn’t matter instead of going to barcamps, tweetups, or webvisions conferences.
- Q: You can’t have a top down mandate to achieve something like the Southwest airlines safety rap. So how do you achieve it?
- A: You can’t mandate it. You have to cultivate the culture. That takes time, it requires hiring the right amount of people, and it takes time to apply across the board.