why whuffie is my seo jetpack
Post on 17-Oct-2014
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DESCRIPTION
The presentation I gave at SESTRANSCRIPT
by: tara ‘missrogue’ hunt
buy this awesome tee here: http://www.imahottee.com/jetpack-shirt.html
why whuffie is mysuper awesome SEO
jetpack
http://www.flickr.com/photos/colonelpanic/3183708010/
whuffieseo
google results are the closest approximation to a whuffie measurement we
got today...
searches I suck on but should care about
• marketing
• author
• online marketing
• online marketing consultant
• public speaker
• online marketing public speaker
• online marketing book
• web community book
• social media book
• social media consultant
• social media speaker
• etc.
my book is selling well (sans a marketing budget)
I’m turning down consulting work
I speak at 5-8 events per month
one word:
whuffie
wtf?
http://www.flickr.com/photos/eschipul/437288525/
http://www.flickr.com/photos/stuckincustoms/459418289/
he wrote
instead of $$
=
social capital
=
reputation
connections(both strong and weak)
influence
access to resources/access to more connections
favors added up (reciprocity)
public accomplishments
levels of trust
in cory’s future
http://www.flickr.com/photos/notic/86343146/
high score
=
good reputation
trust them
listen to their advice
it also buys you stuff
http://www.flickr.com/photos/brraveheart/2072543750/
sounds familiar?
this ain’t the future
& it ain’t fiction
it’s real
right now
how we relate today
online communities
2,700+ Facebook Friends
27,000+ twitter followers
1,500
I have strong or weak connections to
I’m not telling you this to show off
i’m not that unique
Blogs = >115Million+ (+China’s 75M)
MySpace = >110Million users
Facebook = >80Million users
Orkut = >75Million users
Twitter = >15 Million
people join these online communities
to make
connections
+time
= trust
= the basis of whuffie
authenticity matters
if you want to become
whuffie rich
=
have people fall in love with your product/service
build long term customer loyalty
spread awesome word of mouth
getting oodles of people returning to your website
you need to build...
trust
it’s really as simple as that
but there is a catch
didn’t happen overnight
it required a different perspective
a lot of time and attention
involves
5 principles for raising whuffie
#1. turn the bullhorn around
b2c communication b4 the internet
then came the competition
got louder
and louder
and led to
main characteristic
impersonal
http://www.flickr.com/photos/b-tal/179390300/
http://www.flickr.com/photos/tin-g/90143310/
which is why people listen to
if you are still
you’re totally missing out on
http://www.flickr.com/photos/striatic/133146861/
if you really want to
http://www.flickr.com/photos/klapow/39693385/
sounds easy, but it isn’t
focus on individuals
understanding the needs of the entire community
that’s totally challenging
8 tips for being a beacon for constant feedback:
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
4. give credit to those whose ideas you implement
• mention contributions in blog posts, tweets and 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
some ways to give credit
5. point out and explain changes as you make them
6. make small, continuous improvements
7. go out to find your feedback
8. ignore the haters
to really become
http://www.flickr.com/photos/klapow/39693385/
#2. become part of the community you serve
for the ultimate in being able to gr0k ur customers
what they want
anticipate their needs
tune in and turn them on
you need to
http://www.flickr.com/photos/vaxzine/172651123/
collaborate and share with other designers
fall in love with what your customers love
use competitor’s tools until you love them, too
go to conferences
barcamps
codejams
meetups
and everywhere you can possibly meet creative, tuned
in people
and you’ll figure out what makes the difference
between
and then you can...
#3. create amazing customer experiences
and when I say amazing
I mean experiences that lead to
http://www.flickr.com/photos/lugolounge/6780004/
http://www.flickr.com/photos/teointarifa/490408075/
http://www.flickr.com/photos/60852569@N00/242746787/
creating these experiences will
a couple of ways to do this
automagicness
automagic:a user experience so
seamless that it feels like magic
lilgrams.com
automagic sign ins
automagic posting to thesites of your choice
automagic matching ofmilestones with xif data from photos
automagic lilgram senderto pre-defined recipients
automagic posting from twitterfrom the road
tripit.com
1. I book my flight/hotel
2. I forward the confirmation emailto [email protected]
3. it’s automagically converted intoan itinerary for me
an automagic neat and tidyawesome itinerary for me
and an iPhone applicationfor more magicness!
throwing sheep
throwing sheep:ancillary fun, lightweight activities that encourage
user participation
throwing sheep examples
• Facebook poking
• Facebook ‘I Like This’
• Twitter nudging
• Most tweets in general
• Ma.gnolia’s give thanks
• Maya’s Mom’s kudos
• Dopplr’s velocity metric
• Favoriting/starring
• Virtual gift giving
• Virtual walls
• Pop Sugar’s karma points
lighten up!
lightening up:the ability to inject fun into the most serious &
professional interactions
southwest.comThe ‘rapping’ flight attendant - Southwest Airlines
http://flickr.com/photos/joshb/1408947023/
flickr.com
some 404 error pages
apartmenthomeliving.com
d20srd.org
tinsanity.nethttp://tinsanity.net/404
horsepigcow.com
#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
everything just right...
today, you have multiple conversations and iterations to build 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
here is some food for thought
while money is part of the
market economy
whuffie is part of the
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
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?
#5.find your higher
purpose.
born out of passion?
serving a need?
fighting the good fight?
maybe that stuff doesn’t interest you
maybe you just want to
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
4 gifts to give that won’t leave you broke
“nerd values”
do well by doing good
“...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
think customer-centrically
not customer-centric• You do everything you can to
keep your customers on your website.
• You measure number of visitors and time spent on your website as whether you are successful.
• When budgets get tightened, you make cutbacks in areas like customer service, marketing, support staff and design.
• You are bothered by a customer describing your product in their own words that doesn’t match your brand.
• You have a long list of customer relations policies. Any exception to those policies has to go up the chain of command for approval.
• You need to create multiple instructional videos so that your customers will understand how to use your product.
• You demand social media strategies that win over the ‘influencers’ to blog or tweet about your product.
customer-centric• You send customers to other
websites.
• You measure how many people refer their friends to you as success.
• You let people feed in their content from other sites easily.
• When budgets get tightened, you tighten operational costs.
• 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.
• You know you compete for your customers’ attention with everyone.
help others go further
spread love
akoha.com
•do well by doing good
•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
people will talk about you, link to you, search for you
(directly)
whuffie rich search results
=
better word of mouth
repeat sales
customer loyalty
=
more traffic and solid leads
big, fat increase to your bottom line
which will help you buy stuff
http://www.flickr.com/photos/brraveheart/2072543750/
which is why whuffie is my SEO jetpack.
end.
http://thewhuffiefactor.com
Order Whuffietoday!
licensing:
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• Lilgrams http://www.lilgrams.com
• TripIt http://www.tripit.com
• Akoha.com http://www.akoha.com
• Facebook http://www.facebook.com
• Twitter http://www.twitter.com
• Creative Commons: http://www.creativecommons.org
• Quicken: http://quicken.intuit.com/
• Maya’s Mom: http://www.mayasmom.com
• Dopplr: http://www.dopplr.com
• Friend Wheel: http://apps.facebook.com/friendwheel
• Great internet stats: http://pewinternet.org
• Whuffie: http://en.wikipedia.org/wiki/Whuffie
• 404 Research Lab: http://plinko.net/404/
• More awesome 404: http://www.smashingmagazine.com/2009/01/29/404-error-pages-one-more-time
Tara missrogue Hunt
marketing lead, Intuit Partner Platform
twitter: missrogueskype: tarahunt747
www.horsepigcow.com