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