three ways we just look (physically digitally mentally). why lurkers matter in a self service...
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WHY LURKERS MATTER IN A SELF-SERVICE ECONOMY
Just LookTHREE WAYS WE
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EXPLORING HOW WE LOOK IN LIFE, ONLINE & IN OUR MINDS (& WHY THEY’RE CONNECTED)
PHYSICALLY, DIGITALLY & MENTALLY
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Looking is Man’s No1 Activity.We distill & slowly evolve our beliefs by looking.
It’s worth exploring how real life, online & mental activity influence our preferences over time.
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Lookers (passive consumers) are a huge, untapped, opportunity for brands.
It’s not totally obvious . They are neither visible nor easily measurable.
Many are pushing away this very large audience without even acknowledging their existence.
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01Don’t leave it to luck
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Looking - a unified metaphor“Just Looking” is the self-serving consumer’s mode of choice. Another word for “Looking” is “Lurking”, but in many circles it carries negative undertones.
Physical Digital & mental
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Just looking mattersBecause 99.9% of the time we just look. Brands need to focus on lookers to earn the right to full activation/participation.
Look, Look, Look!
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Are you Curious about the silent majority?You should be. Consumers begin by getting curious. We ALL begin by “just looking”.
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The ways we look are connectedWe blend what we find in life & online to update our mental model. Our preference graph is in a constant state of flux. To win new customers brands need to earn the no1 spot on a category the customer is actively planning to purchase.
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Is your branD focussed on the “just looking” consumer?Are you actively feeding consumer’s online experiences & real world exposure to influence & reinforce their mental model?
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Heard of the 1% rule? According to the 1% rule (1:90:90), 90 % of your active community will just look. In any given community, 1% are creators, 9% are curators & 90% are just consumers.
1% CREATE
9% CONTRIBUTE
90% CONSUME
SOCIAL NORMSBenchmarks help set our expectations.
1% create 9% contribute 90% consume
People work in consistent ways
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Much has changed since 1% Rule (in 2006)Mobile /Smartphone Adoption, Twitter, Instagram, Pinterest, Periscope & the Self-Service Economy are changing the experience for both consumers & brands.
The Digital Media
Evolution Continues
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Look beneath what’s visible1:9:90 only ever focussed on your active community. Your potential audience is bigger than your active community. A lot bigger. A lot more valuable.
1:9:90:900:9000
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From 90% to 99.9%The total observing population is much larger than the 1% rule acknowledges. • LOOKERS: Don’t ignore the
“new” people who are looking for solutions right now - today’s pain.
• FUTURES: Don’t forget the people who will be looking in the “future” - tomorrow’s pain.
Creators
Contributors
Consumers
Lookers
Futures
1%
9%
90%
900%
9000%
current need (actively looking)
will have future need
for products/services
Many communities, Many culturesToday we exist & play in many groups (physically, digitally, & mentally) We play unique roles in each community. Each has its own micro culture. It’s easier to contribute, but our attention is divided. 1% Rule still hold true as a baseline
Creators
Contributors
Consumers
Lookers
Futures
1%
9%
90%
900%
9000%
current need (actively looking)
will have future need
for products/services
big Idea ( just Looking)
other original Decks
related books
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SOMETIMES THE MOST VALUABLE THINGS CAN’T BE SEEN
Visible vs value
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Measuring Value Valid
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Brené Brown Two quotes, one change of heart
March 2012 - Ted Talk “If you cannot measure it, it does not exist.” April 2014 - Chase Jarvis Talk “If it can be measured, it’s not interesting.”
DArK metrics / Dark Social“Dark Shares”, are views, with no referral source (many consumers want to avoid being tracked). Brands should focus on motivating people to share vs trying to track. Many soft signals can push people away (including attempts to track you).
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Chasing ROI can DISTRACT YOU FROM THE REAL PrizeKnowing your brand is being watched should change your behaviour even if you know you can’t measure/track your audience. Act knowing that people could act & more people will act.
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Say HelloTalk to the lookers. Invite them to join the conversation Acknowledge they exist & embrace them. Be seen to be welcoming so people will judge you as friendly & inclusive. Be kind. Give to get.
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Are you stopping people from looking/Lurking?
There are many actions you can take that push people away from your brand. - Physically - Digitally - Mentally It’s often not obvious that you are turning people off.
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THE INTERNET HAS ENABLED BUYERS TO COLLABORATE & TAKE CONTROL OF THEIR BUYING PROCESS (FKA THE SALES CYCLE)
Self-SERVE
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feet, clicks & thoughtsWe vote physically, digitally & mentally. Brands can fail by not knowing the rules of the self-service economy. It’s easy remain unfound/unnoticed & unappreciated (lost in the noise).
Steps to
Self Service
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Choose FirstTodays’ consumers want to self-serve. People want to answer questions in their own time & to compare multiple solutions. They value anonymity. They choose before contacting anyone. They also want to contribute, create original content & collaborate with others to share ideas & opinions.
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Consumers Choose YouIt used to be that brands choose customers via focused targeting/segmentation. Today’s the self-serving consumer chooses the brands they wish to engage with. That is a huge shift, that few brands have fully embraced. You need to get shortlisted to make the final cut.
A,B or C
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Judge & JuryConsumers constantly evaluate experiences, content & impressions. They decide what to notice & who to ignore. Sometimes you are rejected before any conscious choice is made. Ignoring the lookers can exclude you from being shortlisted. Passive engagement is a choice.
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“JUST LOOKING“ BEGAN AS A CONSUMER RESPONSE TO RETAIL SALES PEOPLE.
LOOK PHYSICALLY#1
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Real world influenceWe don’t just look in stores, we look to our friends. We observe people using products. We notice content in print. We check & validate online. Our mind is influenced in many subtle ways.
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Beyond LookingThere’s an art to participation & building an engaged audience. Inspiring people to act takes skill a mindful holistic approach that includes an appreciation that we don’t just look in life. Getting people to act depends on all the pre-action steps & impressions. Action come from an accumulation of positive experiences.
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THE NET & THE SELF-SERVICE ECONOMY HAVE MADE IT EASY FOR PEOPLE TO JUST LOOK FROM THE PRIVACY OF THEIR OWN DEVICE.
LOOK DIGITALLY#2
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LanguageLearn the words people use when they don’t know any products. This is how your brand gets found. Answer the basic questions & you will earn new consumer’s trust. Solve problems before you sell products. Keywords help you get into the right list. Shortlisting is critical.
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REPETITIONPeople leak like balloons. We need to see repetition from multiple sources. This is where online content excels. Tipping people to can can take 15-20 touches. Be careful not to get bored of your own content. Consistency matters.
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LurkingWE LOOK IN OUR HEADS & OUR HEARTS. OUR HEAD PROCESSES ALL WE’VE SEEN & EXPERIENCED. OUR THOUGHTS ARE INFLUENCED BY LIFE IMPRESSIONS. ALL WE CONTRIBUTE IS PROCESSED THROUGH THIS LENS.
LOOK MENTALLY#3
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We filter, distill, fuze & rank ideasMostly this happens slowly over time. We adapt & evolve our views. Some consciously, some sub-consciously. We also change who we listen to. We hone our sources of trusted influence over time.
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Dynamic ListsWe accumulate needs. We learn about ways to solve our problems We shortlist categories & research who matters in any given niche. We hang items on hooks in our brain & rerank over time. Most categories have 3 items or less.
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MAXMIzE VS SATISFICESome categories we care about. Choosing is a pleasure. Research is fun & often social/collaborative. Deferring a decision simply adds pleasure. Some categories are a chore (not our passion), so we delegate to friends, connections & experts. We decide quickly. We don’t all care equally about the same things.
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Apathy/OverloadWe can quickly get bored of looking. Few go beyond page 1 of Google. List recall rarely go beyond “top 3”. We often have a locked down set of places we look. Becoming an influencer is challenging. Changing consumer habits is hard.
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TO GET SHORTLISTED, YOU NEED TO BE SEEN YOUR CONTENT NEEDS TO GET FOUND (& ACKNOWLEDGED). IF YOU DON’T MAKE IT ONTO A PRIORITY CATEGORY YOUR RANKING DOES NOT MATTER.
Priorities
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The Medium is the peopleWe are what we share. Our choices define us. Consumers project many of their brand preferences. Brands can be a valuable part of people’s identity - their personal brand. People project their own message. In the spirit of Marshall McLuhan, the people are their own media.
The People are the message
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Perception is realityOur brains look at what we see to make sense of our world. Belief trumps truth. We form memories & perceptions. We decide what to keep. This becomes our slow changing reality.
Where should brands focus?the 1% the 9%? the 90% the 900? the 9000?
Pros & cons apply to each segment. There are many questions to ask.
Creators
Contributors
Consumers
Lookers
Futures
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9%
90%
900%
9000%
current need (actively looking)
will have future need
for products/services
Are you asking the right questions?Are you optimizing /embracing this reality? Are you leveraging the self-service economy? Are you involving your audience? Are they making you more appealing?
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1:9:90 Acts to amplify participation Consumers identifying with your brand is a form of earned media (See POEM / SCOPE) Do it well & you get more impact from your paid/owned & shared/social media.
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major opportunity.Most brands focus on what we can measure. Most consumers choose anonymity. The self-serving anonymous customer is a relatively new phenomenon. Are you strategizing to exploit this? Have you thought about the lookers / lurkers?
• CONSULTANT / ENTREPRENEUR - COFOUNDER LISTLY. • INDIE PUBLISHER OF GIFTTRAP (CROWDSOURCED BOARD GAME), 20+ AWARDS
GLOBALLY / 12 LANGUAGES - 80K COPIES SOLD. • INVENTOR OF VISUAL SEGMENTATION TOOL SET ANALYZER (EXIT TO BOBJ/SAP). • I’VE WRITTEN ON DIGITAL MEDIA, PARTICIPATION , POEM, LURKING/LOOKING.
digital Strategy, crowdsourcing & Consumer participation
ABOUT ME
• Need help with participation? • Are you collaboration ready? • Are you amplifying efficiently?
Contact me to book a a free 15 minute consultation.
Ready to move beyond just looking?
Have you been ignoring the Just Looking Audience?
big Idea ( just Looking)
other original Decks
related books
ARE THESE SLIDES USEFUL / INSIGHTFUL? PLEASE LIKE/SHARE/ COMMENT ON SLIDESHARE. NEED HELP ? CONNECT WITH NICK VIA EMAIL
Is this Share-worthy?
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