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)
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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.
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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.
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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
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
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17. SOMETIMES THE MOST VALUABLE
THINGS CAN’T BE SEEN
Visible vs value
ImagesviaFlickr@mohamedsisa/CC
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
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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.
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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
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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.
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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.
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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.
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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
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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.
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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?
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