Unlurk Me? 24 Social Laws to Entice the 90% from the Shadows

BRANDS & CONSUMERS LURK,
BUT WHAT MAKES US UNLURK?
THERE’S An ART to participation.
UnLurk me?
24sociallawstoenticethe90%fromtheshadows
@unlurkmeby@Nickkellet&@boydJane

24SOCIALLAWS
Law of
Majority
#1
CreatORS
Contributors
Consumers
FIND
Fringe

Synonyms
Summary
Lawofmajority
The Self-Service Economy has emerged
as the web matures.
The 1% Rule (1:9:90) explains how
people participate in online
communities.
The Law of Majority puts community in
context of the larger population to
explain the key role of the silent
majority (the 90%).
Law of Context
Law of the Silent Majority
Law of Self-Service
Law of Create, Curate, Consume
Law of Beyond 1:9:90

24SOCIALLAWS
Law of A
Million Thirds
#2
YOUME
A MILLION
THIRD
PERSONS

Synonyms
Summary
LawofaMillionthirds
Imagining there’s a 3rd person in every
two person exchange is a great mental
model to explain why being overheard
is scalable.
When you know everything you say is
being overheard it changes how to
speak, or it should.
This is social selling.
Law of The Invisible Third
Law of Cocktail Party
Law of Social Inclusion
Law of Always Listening

24SOCIALLAWS
HotWarm Not
Hot
Again?
cooling
off
getting
hotter
Law of
hot or not
#3

Synonyms
Summary
Lawofhotornot
Life is a constant churn of
what’s hot or not.
The internet has
accelerated the speed at
which things come, go &
return once more to favour.
Law of Come & Go
Law of the Revolving Door
Law of Goes Around, Comes Around
Law of Shiny Object Syndrome

24SOCIALLAWS
community
ENGAGEMENT
Content
Law of
creation
#4

Synonyms
Summary
Lawofcreation
Creating anything of value
takes three elements.
The idea (your content),
The people (the community of
interested parties)
Their participation, visible or
not (i.e. engagement).
Law of Original Content
Law of Your Art Matters
Law of Build Your Body of Work
Law of Less Curation

24SOCIALLAWS
backchannel
Law of the
LOW
impact
HIGH
Volume
low
volume
HIGH
IMPACT
VS
Back
FRONT
#5

Synonyms
Summary
Lawofthebackchannel
The backchannel is about a small
number of high-impact non-public
exchanges; ironic in a world of social
visibility.
The backchannel exists even if you
don’t know about it.
Learning to cultivate backchannel
influence is key.
Law of Sidebar Conversations
Law of Hidden Influence
Law of Invisible Collaboration
Law of Old Boys Network

24SOCIALLAWS
CreateCurate
Alone Together
FewInternal External
0%
100%
100%
0%
♥♥ "
♥♥ "
many
"
"
together
Law of#6

Synonyms
Summary
Lawoftogether
Today you can easily find others
with shared passions, no niche is
too small.
Collaborating locally & globally is
both possible & highly scalable.
Consumers & brands can benefit
from this tribal togetherness.
Law of Collaboration
Law of Tribes Scale
Law of Multiplication
Law of 100 People Like Me

24SOCIALLAWS
REAL
WORK
BUSY
WORK
Private
public
(Your
CONtENT)
Curated
(work
of
others)
anonymous
+ Secrecy
Law of self
#7

Synonyms
Summary
Lawofself+secrecy
It’s easy to begin by working
anonymously or privately or by
sharing the work of others.
The real real value comes from
publicly creating & sharing
your own original work.
Law of Self-Service / Anonymity
Law of Self-Discovery
Law of Fake Research Identities
Laws of Personal Preferences

24SOCIALLAWS
TIME
CONTRIBUTORSRISK OF FAILURE
Time creating Intrigue
Thriving
Law of#8

Synonyms
Summary
Lawofthriving
Ideas thrive when people get
involved.
People want to belong & share
ownership of their ideas / beliefs.
The risk of failure goes down as
the number of contributors go up.
Law of Natural Momentum
Law of Me to We
Law of Shared Vision
Law of Community / Belonging

24SOCIALLAWS
Soft Signals
Law of
SIGNALS
accrue
S1
T1
IMPACTs
DECAY
TN
S1
S2
S2
S3
S3
S4
S5
#9

Synonyms
Summary
Lawofsoftsignals
There’s many digital platforms to send /
receive soft signals.
Getting noticed & noticing others is a
gentle art.
It can take many touches to trigger
action.
Because we forget & leak, we need
constant reaffirmation.
Law of Getting Noticed
Law of Cross Platform Comms
Law of Gentle Touches
Law of Dispersed Dialog
Law of Matching Learning Styles

24SOCIALLAWS
SMALL BIG
MANYTIMES/
MANYPEOPLE
ONETIME/
ONEPERSON
culture
communitysize culture
Law of#10

Synonyms
Summary
Lawofculture
Every cultural norm began when one
person dared to be the change …. then
others copied.
Culture for small & large groups
operate on a continuum of scale &
influence.
Humans mirror the good, the bad & the
ugly.
Law of Crowd Think
Law of Crowdsourced Behaviour
Law of Mirroring/Herding/Sheep
Law of Cultural Norms
Law of Lets Copy Them

24SOCIALLAWS
learning
Law of
expert
novice
2
3
6
7
4
5
1
#11

Synonyms
Summary
Lawoflearning
We’ve shifted from learning alone
to learning together & from
learning whole topics to learning
what we need to get by.
Stepwise, “search first” learning is
a survival mechanism for coping
with information excess.
Law of Bit by Bit
Law of Accumulated Knowledge
Law of Layered Learning
Law of Self-Serve Education
Law of Minimal Learning

24SOCIALLAWS
numbered lists
Law of
#
$
%
&
'
%Posts including
%blogsUsing
98%
30%
81%
20%
80%
15%
30%
5%40%
3%
#12

Synonyms
Summary
Lawofnumberedlists
Numbered lists equate to 30%
of digital media.
Lists are shareable, snacks &
how we learn.
People are willing to contribute,
hence lists build community.
Law of Listicles
Law of Resources, Tricks & Hacks
Law of the Best /Top / Worst ...
Law of Bite Size Content
Law of Skimmable Media

24SOCIALLAWS
exchange
Law of minimal
(
(
(
(
e1
(
(
(
(
e2
e3
e5 e6
e7 e8
e4
#13

Synonyms
Summary
Lawofminimalexchange
Say just enough, but not too much.
Be helpful, but don’t overload
people. Keep the dialogue alive.
Multiple minimal exchanges allow
you to slowly build real
relationships.
Law of Keeping Conversation Alive
Law of Taking Turns
Law of Back & Forth
Law of Ping Pong Dialogue
Law of Reciprocal Conversation

24SOCIALLAWS
Adding Value
Law of
( (B1 p1VALUE
#14

Synonyms
Summary
Lawofaddingvalue
Always leave room for others to
add value.
You are more attractive when you
leave the door open for community
contribution one person at a time.
Don’t be too smart, be accessible.
Law of Utility
Law of Contribution
Law of Matching
Law of Equality
Law of Leaving Room for Others

24SOCIALLAWS
Made Asks
Law of Ready
s
ML
XL
XXL
#15

Synonyms
Summary
Lawofreadymadeasks
We suck at asking for & accepting
help.
Prepare a number of “pre-sized asks”
so you can leverage your network.
Ready made ask help you get more
from people’s support and you’re more
likely to find people offering support.
Law of Accepting Help
Law of Matching
Law of Saying Thanks
Law of Knowing What You Need
Law of Helping & Being Helped
Law of Want to Help? Here’s How

24SOCIALLAWS
discovery
Law of social
) *
+$
,
%
&
#
-
#16

Synonyms
Summary
Lawofsocialdiscovery
Social exchanges, connections
& people influence individual
discovery & search.
How we find stuff is less
dependent on Google than we
believe.
Law of How We Search
Law of Human Curation
Law of Getting Found
Law of Fighting the Gamed Results
Law of Psychology Trumps Tech

24SOCIALLAWS
self doubt
Law of
creative
output
Self
doubt
Low
High
#17

Synonyms
Summary
Lawofselfdoubt
Your inner critic obstructs your
creative output, your ability to
show up & how you participate.
Push through self doubt & your
creativity & contribution increases.
Build your creative muscle & learn
to be vulnerable.
Law of Not Worthy
Law of Out of My Depth
Law of Can’t Start
Law of Excuses
Law of Smarter Than Me

24SOCIALLAWS
the grind
Law of
1
3
4
5
6
7
2
#18

Synonyms
Summary
Lawofthegrind
Commit for the long haul.
Think of your journey as a
marathon - not a sprint.
Everything takes work, by making
it a social journey; you’ll have an
army of people who won’t let you
fail.
Law of No Overnight Successes
Law of Doing the Hard Work
Law of Pushing Through
Law of Stuff Worth Doing Takes Time
Law of It’s a Journey

24SOCIALLAWS
imperfect
Law of
Which is more fun?
#19

Synonyms
Summary
Lawofimperfect
The more you learn to have
fun with your imperfections,
to be vulnerable & to be open
about your mistakes the
more enticing you become.
Nothing & nobody is perfect.
Law of Messy is Okay
Law of Done is Better Than Perfect
Law of Dive in & Hit Publish
Law of Approachability
Law of Vulnerability

24SOCIALLAWS
#$
%
&
'
.
./
hybrid
transform
INPUT output
lists
slides
videos
infographics
podcasts
Text
snack media
Law of#20

Synonyms
Summary
Lawofsnackmedia
Create content that can be
shared via multiple formats & in
small chunks.
Use multiple platforms to create
various types of content.
Pick the length & format to fit the
function/story.
Law of Bite Size Content
Law of Breaking Content Up
Law of Repurposing
Law of Transmedia
Law of Hybrid Media

24SOCIALLAWS
the fishbowl
Law of
Non Profit tech
ChurchSoccer moms
#21

Synonyms
Summary
Lawofthefishbowl
Every single person experiences life
through the lens of living in multiple
fish bowls.
Each fish bowl is a small community
with unique culture, boundaries &
norms.
We each experience every fishbowl
uniquely.
Law of My World/Reality
Law of My People / Lens / Lingo
Law of Little Fish in Big Pond
Law of Bubbles
Law of Language & Context

24SOCIALLAWS
new extroverts
Law of the
Face to
Face
Social
Media
Low
High
Energy Reach
#22

Synonyms
Summary
Lawofthenewextroverts
Introverts have figured out
how to use social media & the
various online platforms to
level the playing field with
extroverts.
An online presence can
outperform physical presence.
Law of Expertise is My Persona
Law of I am My Output
Law of Big Content vs Big Presence
Law of the Skilled Observer
Law of Listening First

24SOCIALLAWS
gender
Law of
M W
#23

Synonyms
Summary
Lawofgender
Words account for 7% of all
meaning, & can easily be
misconstrued.
Gender differences amplify this
impact, as such gender is one of
the most under utilized forms of
segmentation & persona profiling.
Law of Gender Bias
Law of Mars & Venus
Law of Feelings
Law of Metrics
Law of Persona Marketing

24SOCIALLAWS
never done
Law of
TASKS
SOCIETY YOU
#24

Synonyms
Summary
Lawofneverdone
Nothing is ever done, not
completely.
This is an undeniable truth because
it’s a reality we all face daily.
What things mean, the tasks we
complete & our own beliefs are in a
state of ever accelerating flux.
Law of the Living Dictionary
Law of Burn out Syndrome
Law of Always More / Undone
Law of Guilty Workload
Law of Excessive Demands

Unlurk Me? 24 Social Laws to Entice the 90% from the Shadows

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