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WHY LURKERS MATTER IN
A SELF-SERVICE ECONOMY
Just Look
THREE WAYS WE
ImageviaFlickr/@emiliokuffer/CC
EXPLORING HOW WE LOOK
IN LIFE, ONLINE & IN OUR MINDS
(& WHY THEY’RE CONNECTED)
PHYSICALLY,
DIGITALLY &
MENTALLY
THREE WAYS...
Looking is
Man’s No1
Activity.
We distill & slowly evolve
our beliefs by looking.
It’s worth exploring how
real life, onli...
Lookers (passive consumers) are a huge,
untapped, opportunity for brands.
It’s not totally obvious . They are neither
visi...
Looking -
a unified
metaphor
“Just Looking” is the
self-serving consumer’s
mode of choice.
Another word for
“Looking” is “...
Just
looking
matters
Because 99.9% of the
time we just look.
Brands need to focus
on lookers to earn the
right to full
act...
Are you
Curious
about
the
silent
majority?
You should be.
Consumers begin by getting curious.
We ALL begin by “just lookin...
The ways
we look are
connected
We blend what we find in life &
online to update our mental
model.
Our preference graph is ...
Is your branD
focussed on
the “just
looking”
consumer?
Are you actively
feeding consumer’s
online experiences &
real world...
Heard of
the 1% rule?
According to the 1% rule
(1:90:90), 90 % of your
active community will
just look.
In any given commu...
SOCIAL
NORMSBenchmarks help set
our expectations.
1% create
9% contribute
90% consume
People work in
consistent ways
Image...
Much
has
changed
since
1% Rule
(in 2006)
Mobile /Smartphone Adoption, Twitter,
Instagram, Pinterest, Periscope & the
Self-...
Look
beneath
what’s
visible
1:9:90 only ever focussed on your active community.
Your potential audience is bigger than you...
From 90%
to 99.9%
The total observing population is
much larger than the 1% rule
acknowledges.
• LOOKERS: Don’t ignore the...
Many
communities,
Many cultures
Today we exist & play in many
groups (physically, digitally, &
mentally)
We play unique ro...
big Idea ( just Looking)
other original Decks
related books
ARE THESE SLIDES USEFUL / INSIGHTFUL
PLEASE LIKE/SHARE/ COMMEN...
SOMETIMES THE MOST VALUABLE
THINGS CAN’T BE SEEN
Visible vs value
ImagesviaFlickr@mohamedsisa/CC
Measuring
Value Valid
vs
valuable
ImageviaEmpowerLounge
Brené Brown
Two quotes, one change of heart
March 2012 - Ted Talk
...
DArK metrics /
Dark Social
“Dark Shares”, are views,
with no referral source
(many consumers want to
avoid being tracked)....
Chasing ROI
can DISTRACT
YOU FROM
THE REAL Prize
Knowing your brand is
being watched should
change your behaviour
even if ...
Say
HelloTalk to the lookers.
Invite them to join the
conversation
Acknowledge they exist &
embrace them.
Be seen to be we...
Are you
stopping people
from looking/
Lurking?
There are many actions you
can take that push people
away from your brand.
...
THE INTERNET HAS ENABLED BUYERS TO
COLLABORATE & TAKE CONTROL OF THEIR
BUYING PROCESS (FKA THE SALES CYCLE)
Self-SERVE
Ima...
feet,
clicks &
thoughts
We vote physically, digitally & mentally.
Brands can fail by not knowing the
rules of the self-ser...
Choose First
Todays’ consumers want to
self-serve.
People want to answer
questions in their own time &
to compare multiple...
Consumers
Choose You
It used to be that brands
choose customers via focused
targeting/segmentation.
Today’s the self-servi...
Judge
& JuryConsumers constantly evaluate
experiences, content & impressions.
They decide what to notice & who to
ignore.
...
“JUST LOOKING“ BEGAN AS A CONSUMER
RESPONSE TO RETAIL SALES PEOPLE.
LOOK PHYSICALLY
#1
photos/91712598@N07/15842119348/
3 ...
Real world
influenceWe don’t just look in
stores, we look to our
friends.
We observe people using
products.
We notice cont...
Beyond
LookingThere’s an art to participation &
building an engaged audience.
Inspiring people to act takes skill a
mindfu...
THE NET & THE SELF-SERVICE ECONOMY HAVE
MADE IT EASY FOR PEOPLE TO JUST LOOK
FROM THE PRIVACY OF THEIR OWN DEVICE.
LOOK DI...
Language
Learn the words people use when
they don’t know any products.
This is how your brand gets
found.
Answer the basic...
REPETITIONPeople leak like balloons.
We need to see repetition from
multiple sources.
This is where online content
excels....
LurkingWE LOOK IN OUR HEADS & OUR HEARTS.
OUR HEAD PROCESSES ALL WE’VE SEEN & EXPERIENCED.
OUR THOUGHTS ARE INFLUENCED BY ...
We filter,
distill,
fuze &
rank ideas
Mostly this happens slowly over time. We
adapt & evolve our views. Some consciously,...
Dynamic
Lists
We accumulate needs. We learn
about ways to solve our problems
We shortlist categories &
research who matter...
MAXMIzE VS
SATISFICE
Some categories we care about.
Choosing is a pleasure. Research is fun
& often social/collaborative. ...
Apathy/
Overload
We can quickly get bored of looking.
Few go beyond page 1 of Google.
List recall rarely go beyond “top 3”...
TO GET SHORTLISTED, YOU NEED TO BE SEEN
YOUR CONTENT NEEDS TO GET FOUND (& ACKNOWLEDGED).
IF YOU DON’T MAKE IT ONTO A PRIO...
The
Medium
is the
peopleWe are what we share. Our choices define us.
Consumers project many of their brand preferences.
Br...
Perception
is reality
Our brains look at
what we see to make
sense of our world.
Belief trumps truth.
We form memories &
p...
Where should
brands focus?
the 1%
the 9%?
the 90%
the 900?
the 9000?
Pros & cons apply to each
segment. There are many
que...
Are you asking
the right
questions?
Are you optimizing /
embracing this reality?
Are you leveraging the
self-service econo...
1:9:90 Acts to
amplify
participation
Consumers identifying
with your brand is a
form of earned media
(See POEM / SCOPE)
Do...
major
opportunity.
Most brands focus on what we can
measure.
Most consumers choose anonymity.
The self-serving anonymous
c...
• CONSULTANT / ENTREPRENEUR - COFOUNDER LISTLY.
• INDIE PUBLISHER OF GIFTTRAP (CROWDSOURCED BOARD GAME), 20+ AWARDS
GLOBAL...
• Need help with participation?
• Are you collaboration ready?
• Are you amplifying efficiently?
Contact me to book a a fr...
big Idea ( just Looking)
other original Decks
related books
ARE THESE SLIDES USEFUL / INSIGHTFUL?
PLEASE LIKE/SHARE/ COMME...
Prochain SlideShare
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Three ways we just look (physically digitally mentally). why lurkers matter in a self service economy

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Why do people just look?

We look in life, online and mentally.

We look to learn, evaluate and assess our options.

Today's self-service economy has enabled many ways for brands and consumers to engage.

Few brands are doing it right.

Few consumers realize the power they now have.

This deck explains how Just Looking is a unified metaphor.

This deck takes the 1% rule (1:9:90)

Publié dans : Marketing
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Three ways we just look (physically digitally mentally). why lurkers matter in a self service economy

  1. WHY LURKERS MATTER IN A SELF-SERVICE ECONOMY Just Look THREE WAYS WE ImageviaFlickr/@emiliokuffer/CC
  2. EXPLORING HOW WE LOOK IN LIFE, ONLINE & IN OUR MINDS (& WHY THEY’RE CONNECTED) PHYSICALLY, DIGITALLY & MENTALLY THREE WAYS PhotoviaFlickr/@drzuco/CC
  3. 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. 1 1 1 1 1 1 ImageviaFlickr/@emiliokuffer/CC
  4. 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. 0 1 00 1 0 11 01 Don’t leave it to luck ImageviaFlickr/GabrielCabral/CC
  5. 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 ImageviaFlickr/@emiliokuffer/CC
  6. Just looking matters Because 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! ImageviaPlayBuzz
  7. Are you Curious about the silent majority? You should be. Consumers begin by getting curious. We ALL begin by “just looking”. ImageviaCuriousGeorge
  8. The ways we look are connected We 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. ImageviaFlickr/@emiliokuffer/CC
  9. 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? ImageviaFlickr/@emiliokuffer/CC
  10. 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
  11. SOCIAL NORMSBenchmarks help set our expectations. 1% create 9% contribute 90% consume People work in consistent ways ImageviaFlickr/@thejesse/CC
  12. 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 Image@MASHABLE
  13. Look beneath what’s visible 1:9:90 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 ImageviaFlickr@usoceangov/CC
  14. 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
  15. Many communities, Many cultures Today 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
  16. 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? 6 4 1
  17. SOMETIMES THE MOST VALUABLE THINGS CAN’T BE SEEN Visible vs value ImagesviaFlickr@mohamedsisa/CC
  18. Measuring Value Valid vs valuable ImageviaEmpowerLounge 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.”
  19. 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). ImageViaSlideshare 1
  20. Chasing ROI can DISTRACT YOU FROM THE REAL Prize Knowing 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. 0 1 $ ? 1 $ ? 0 $ ? 0 1
  21. 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. ImageviaFlickr/@madelinewphotography/CC
  22. 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. UnLurkMe?viaSlideshare LurkersintoLeadsviaSlideshare 2 3
  23. THE INTERNET HAS ENABLED BUYERS TO COLLABORATE & TAKE CONTROL OF THEIR BUYING PROCESS (FKA THE SALES CYCLE) Self-SERVE ImageviaFlickr/@madelinewphotography/CC
  24. feet, clicks & thoughts We 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 ImageviaFlickr/@lizjones/CC
  25. Choose First Todays’ 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. ImageviaFlickr/@geishaboy500/CC
  26. Consumers Choose You It 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 ImageviaFlickr/@marfis75/CC
  27. 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. ImageviaFlickr/@misakhan/CC
  28. “JUST LOOKING“ BEGAN AS A CONSUMER RESPONSE TO RETAIL SALES PEOPLE. LOOK PHYSICALLY #1 photos/91712598@N07/15842119348/ 3 WAYS
  29. 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. 1
  30. 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. -2 +1 0 +1 -2 -1 0 +1 0 -1 +1+1 -1 0
  31. 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 ImageviaFlickr/D.SinclairTerrasidius/CC 3 WAYS
  32. Language Learn 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. ImageviaFlickr/@wwarby/CC
  33. 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. ImageviaFlickr/@nemjit/CC
  34. 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 ImageviaFlickr/GabrielCabral/CC 3 WAYS
  35. We filter, distill, fuze & rank ideas Mostly 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. ImageviaFlickr/AllanAjifo/CC
  36. Dynamic Lists We 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. 2
  37. MAXMIzE VS SATISFICE Some 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. 3
  38. Apathy/ Overload We 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. ImageviaFlickr/@nessimaelq/CC
  39. 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 ImageviaFlickr/@craigcloutier/CC
  40. 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 4
  41. Perception is reality Our 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.
  42. 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 1% 9% 90% 900% 9000% current need (actively looking) will have future need for products/ services
  43. 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? ImageviaFlickr/@bilal-kamoon/C
  44. 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. 4 5 6 4
  45. 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?
  46. • 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
  47. • Need help with participation? • Are you collaboration ready? • Are you amplifying efficiently? Contact me to book a a free 15 minute consultation. @nickkellet nick@nickkellet.com Ready to move beyond just looking? Have you been ignoring the Just Looking Audience?
  48. 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? 6 4 1

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