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Lurkers Into Leads: 11 Hacks to Connect with the 99 Percent (The Silent Majority)

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Some might call it “talking to the shadow people” or “getting the lurkers to reveal themselves”

We're exploring the 1% Rule ( ie 1:9:90).

Learn what it takes to get the shadow people into the light – and into your sights, and how knowing this is a critical part of your content strategy and your success.

Lurker is a term who’s meaning has evolved.

No longer a “stalker”.

Lurking is internet for “Just looking”.

When people say “I’m just lurking” they are asking to be invited to the party.

Lurking has taken on a bigger role with the emergence of the self-service economy.

Published in: Marketing
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Lurkers Into Leads: 11 Hacks to Connect with the 99 Percent (The Silent Majority)

  1. Lurkers Into Leads 11 Hacks to Connect with the 990% Lurkers Into Leads Lurkers Into Leads Lurkers Into Leads Lurkers Into Leads
  2. Some might call it “talking to the shadow people” or “getting the lurkers to reveal themselves” We're exploring the 1% Rule ( ie 1:9:90). Learn what it takes to get the shadow people into the light – and into your sights, and how knowing this is a critical part of your content strategy and your success. Illuminating the shadows Listly Webinar partners
  3. Internet for Just looking Lurker is a term who’s meaning has evolved. No longer a “stalker”. Lurking is internet for “Just looking”. When people say “I’m just lurking” they are asking to be invited to the party. Lurking has taken on a bigger role with the emergence of the self-service economy. “ “
  4. about me @NickKellet 1.Co-Founder of Listly - Social Lists (Create, Curate & Collaborate) 2.Publisher of GiftTRAP (crowdsourced board game), 20+ awards globally / 12 languages - 80k copies sold. 3.Inventor of Set Analyzer (exit to BOBJ/SAP) 4.I’ve written a lot about Lurking - Leading to the writing of “UnLurk me?” with Jane Boyd. Jane & I run #lurkerchat Tuesdays 10:00am PST Listly
  5. We fail to count things that stop happening (customers not spending) & value what we can’t yet see (prospects). Both Segments exist in the shadows. Not all influence triggers action (Hence can’t be measured), but should be Optimized for future action. Why Lurkers Matter
  6. Sizing the shadows 1:9:90 (the 1% rule) 1% Create 9% Contribute 90% Consume In any given community this is how people behave CreatORS Contributors Consumers
  7. Look to the future Beyond the 100% of 1:9:90 (your community), there are two larger groups. Lookers: People who are seeking to solve a problem that you can address today. Futures: People who will one day become lookers (People that could need you). You can apply your own estimates, but 10x is not a bad starting point. i.e. Simply continue the series. 1:9:90:900:9000 this explain the huge opportunity cost of ignoring the lurkers. Lookers Futures CreatORS Contributors Consumers
  8. lurkers SCALE! 1:9:90:900:9000 This is why Lurkers matter. They are the silent majority. they exist in large numbers. CreatORS Contributors Consumers Lookers Futures
  9. 11 Lurkers LAWS from 24 LAW of Million Thirds persons Law of Imperfect Law of Adding Value Law of Culture Law of Thriving Law of Soft Signals Law of Learning Law of Minimal Exchange Law of Self Doubt Law of MEDIA Snacks Law of Bubble
  10. In Social media (as at cocktail party), you know you are being overheard. Knowing this should give purpose to your communication. know that lurkers are listening & evaluating before acting. So be Alluring/ Enticing/ Curious / Friendly / Consistent Make sure you are welcoming! LAw Of A Million Thirds YOUME A MILLION THIRD PERSONS
  11. If you’re too perfect, you’re not approachable. People feel safer if you appear human & imperfect (like them). LAw Of IMPERFECT Which is more fun?
  12. If you want people to contribute there’s a unspoken duality to utility. You need to let people feel they can add value (leave room - don’t be too smart). Don’t just give, be needing to receive. LAw Of ADDING VALUE VALUEproducer Consumer
  13. People first observe how your act to assess your culture. So be mindful what you project & how you want to be perceived. Act how you want to be mirrored. LAw Of Culture CommunitySize Culture Small Big OneTime/ OnePerson ManyTimes/ ManyPeople
  14. We all hate to be first to arrive, first in a bar or first to contribute. if you want people to help, work hard to jump start the party (Seed!) The first 5 helpers help build social proof. LAw Of Thriving Time creating Risk of Failure Intrigue Contributors Time
  15. It’s a game of noticing others and getting noticed. IT takes multiple touches to convert a customer. So be prepared for a long slow steady climb. Remember also that people leak. Each touch becomes less valuable over time. LAw Of Soft Signals T1 T2 SIGNALS ACCRUE Impact DECAYS S1 S2 S3 S4 s4 S1 S2 S3
  16. The way we learn has changed. We learn on a need to know basis. We solve only our current problem. We search for answers step by step. LAw Of LEARNING Novice EXPERT 1 2 4 3 6 5 7
  17. Social is a dialog - a conversation. Don’t rush to share all you know(you’ll push people away). Keep the dialog alive. Be inclusive & build the exchange. Let others join in & help. LAw Of minimAL EXCHANGE e8 e1 e3 e5 e7 e6 e4 e2
  18. Self doubt a major reason why people don’t contribute. So if you want to involve people, make sure you keep it simple. Leave them room. Let them feel smart enough to participate. LAw Of SELF DOUBT SELF Doubt creative output LOW HIGH
  19. We all love information snack. Make it easy for people to take small bites of content. Tapas trumps Table d’hôte. Leave people wanting more. short = multiple entry points. LAw Of INFOSNACK MEDIA INPUT OUTPUT LISTS SLIDES VIDEOS INphoGRAPHICS PODCASTS TEXT hybrid transform lj
  20. What next + Questions? 1.Try crowdsourcing on Listly (Use GEN20 code for a 20% discount) 2.Explore “UnLurk Me?” 3.ask “who are our lurkers?” 4.What’s your lurker strategy? 5.Let's connect Linkedin & Twitter Listly

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