BRANDS & CONSUMERS LURK, BUT WHAT MAKES US UNLURK?

THERE’S An ART to participation.

UnLurk me?24

soc

ial

laws

to e

ntice

the

90% f

rom t

he s

hado

ws

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

Law of

Majority

#1

CreatORS

Contributors

Consumers

FIND

Fringe

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f maj

orit

y

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

Law of A

Million Thirds

#2

YOUME

A MILLIONTHIRD

PERSONS

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f a

Million

thi

rds

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

HotWarm Not

Hot Again?

cooling off

getting hotter

Law of

hot or not

#3

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f ho

t or

not

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

community

ENGAGEMENT

Cont

ent

Law of

creation

#4

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f cr

eati

on

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

backchannelLaw of the

LOW impact

HIGH

Vo

lume

low

vol

ume HIGH

IMPACT

VSBack

FRON

T

#5

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f th

e ba

ckch

anne

l

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

Crea

teCu

rate

Alone TogetherFewInternal External

0%

100%

100%

0%

♥♥ "

♥♥ "

many

"

"

togetherLaw of#6

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f to

geth

er

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

REAL WORK

BUSY WORK

Priva

tepublic

(Your CONtENT)

Curate

d

(work

of

other

s)anonymous

+ SecrecyLaw of self#7

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f se

lf +

sec

recy

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

TIME

CONTRIBUTORSRISK OF FAILURETime creating Intrigue

Thriving

Law of#8

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f th

rivi

ng

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

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AWS

Soft SignalsLaw of

SIGN

ALS

ac

crue

S1

T1

IMPA

CTs

DECA

Y TN

S1

S2

S2

S3

S3

S4

S5

#9

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f so

ft s

igna

ls

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

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24

SOCI

AL L

AWS

SMALL BIG

MAN

Y TIMES

/

MAN

Y PE

OPLE

ONE

TIME/

ONE

PERS

ON

culture

commun

ity

size

culture

Law of#10

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f cu

ltur

e

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

learningLaw of

expert

novice

2

3

6

7

4

5

1

#11

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f le

arni

ng

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

numbered listsLaw of

#$

%&

'

%Posts including

%bl

ogs

Using

98%

30%81%

20%80%

15%30%

5%40%

3%

#12

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f nu

mbe

red

list

s

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

exchangeLaw of minimal

(

(

(

(

e1 (

(

(

(

e2

e3

e5 e6

e7 e8

e4

#13

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f min

imal

exc

hang

e

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

Adding ValueLaw of

( (B1 p1VALUE

#14

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f ad

ding

val

ue

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

Made AsksLaw of Ready

s ML

X L X X L

#15

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f re

ady

mad

e as

ks

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

discoveryLaw of social

) *

+$

,

%

&

#

-

#16

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f so

cial

dis

cove

ry

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

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AWS

self doubtLaw of

creative output

Self doubt

Low

High

#17

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f se

lf d

oubt

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

the grindLaw of

1

34

56

7

2

#18

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f th

e gr

ind

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

imperfectLaw of

Which is more fun?

#19

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f im

perf

ect

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

#$

%

&

'.

. /

hybrid transform

INPUT output

lists slides videos

infographics podcasts

Text

snack mediaLaw of#2

0

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f sn

ack

med

ia

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

the fishbowlLaw of

Non Profit tech

ChurchSoccer moms

#21

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f th

e fi

shbo

wl

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

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AWS

new extrovertsLaw of the

Face to Face

Social Media

Low

High

Energy Reach

#22

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f th

e ne

w e

xtro

vert

s

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

AL L

AWS

gender

Law of

M W

#23

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f ge

nder

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

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

24

SOCI

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AWS

never doneLaw of

TASKS

SOCIETY YOU

#24

@un

lurk

me

by @

Nick

kell

et &

@bo

ydJa

ne

Synonyms

Summary L

aw o

f ne

ver

done

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