lurkers into leads: 11 hacks to connect with the 99 percent (the silent majority)
TRANSCRIPT
Lurkers Into Leads11 Hacks to Connect with the 990
%
Lurkers Into LeadsLurkers
Into LeadsLurkers
Into LeadsLurkers
Into Leads
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
Internet for Just lookingLurker 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.
“ “
about me @NickKellet1.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
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
Sizing the shadows1:9:90 (the 1% rule)
1% Create 9% Contribute
90% Consume
In any given
community this is
how people behave
CreatORS
Contributors
Consumers
Look to the futureBeyond 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
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
11 Lurkers LAWS from 24LAW 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
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 MILLIONTHIRD
PERSONS
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?
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
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
Commun
ity
Size
CultureSmall Big
One
Time/
One
Pers
onMan
y Ti
mes
/Man
y Pe
ople
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
ThrivingTime creatingRisk of Failure
IntrigueContributors
Time
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
SIGN
ALS
ACCR
UE
Impa
ct
DECA
YS
S1
S2
S3
S4
s4
S1
S2
S3
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
12
4
36
57
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
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 DOUBTSELF Doubt creative output
LOW
HIGH
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 OUTPUTLISTSSLIDESVIDEOS
INphoGRAPHICSPODCASTS
TEXT
hybrid transform
! "
# $% &
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