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The slides from the workshop I did at Best Buy in Minneapolis on January 15.
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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’ [email protected]
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)