SlideShare ist ein Scribd-Unternehmen logo
1 von 48
Downloaden Sie, um offline zu lesen
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
PhotoviaFlickr/@drzuco/CC
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
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
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
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
Are you
Curious
about
the
silent
majority?
You should be.
Consumers begin by getting curious.
We ALL begin by “just looking”.
ImageviaCuriousGeorge
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
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
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
ImageviaFlickr/@thejesse/CC
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
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
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 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
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
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
“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).
ImageViaSlideshare
1
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
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
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
THE INTERNET HAS ENABLED BUYERS TO
COLLABORATE & TAKE CONTROL OF THEIR
BUYING PROCESS (FKA THE SALES CYCLE)
Self-SERVE
ImageviaFlickr/@madelinewphotography/CC
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
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
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
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
“JUST LOOKING“ BEGAN AS A CONSUMER
RESPONSE TO RETAIL SALES PEOPLE.
LOOK PHYSICALLY
#1
photos/91712598@N07/15842119348/
3 WAYS
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
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
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
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
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
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
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
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
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
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
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
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
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.
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
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
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
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.
@nickkellet
nick@nickkellet.com
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?
6
4
1

Weitere ähnliche Inhalte

Andere mochten auch

indemand-interpreting-brochure
indemand-interpreting-brochureindemand-interpreting-brochure
indemand-interpreting-brochureJason Kendrick
 
Social Media Explained
Social Media ExplainedSocial Media Explained
Social Media ExplainedBeth Kanter
 
SME Tech Summit Yahoo Search Marketing Carl Bellamy Presentation
SME Tech Summit Yahoo Search Marketing Carl Bellamy PresentationSME Tech Summit Yahoo Search Marketing Carl Bellamy Presentation
SME Tech Summit Yahoo Search Marketing Carl Bellamy PresentationRoss Dawson
 
MSOE and 7Summits - ACT Enrollment Planners Conference - Social Communities: ...
MSOE and 7Summits - ACT Enrollment Planners Conference - Social Communities: ...MSOE and 7Summits - ACT Enrollment Planners Conference - Social Communities: ...
MSOE and 7Summits - ACT Enrollment Planners Conference - Social Communities: ...7Summits
 
Edificio el moro
Edificio el moroEdificio el moro
Edificio el moroGaby Sosa
 
Trabajo final comunicacion dif
Trabajo final comunicacion  difTrabajo final comunicacion  dif
Trabajo final comunicacion difmaranal
 
Lesson 26: The Fundamental Theorem of Calculus (slides)
Lesson 26: The Fundamental Theorem of Calculus (slides)Lesson 26: The Fundamental Theorem of Calculus (slides)
Lesson 26: The Fundamental Theorem of Calculus (slides)Matthew Leingang
 
Kepner Tregoe (KT) - How did the chicken
Kepner Tregoe (KT) - How did the chicken Kepner Tregoe (KT) - How did the chicken
Kepner Tregoe (KT) - How did the chicken ilgor
 
From Twitter Skeptic to Twitter Fan: A Conversation With NPR Reporter Kirk Si...
From Twitter Skeptic to Twitter Fan: A Conversation With NPR Reporter Kirk Si...From Twitter Skeptic to Twitter Fan: A Conversation With NPR Reporter Kirk Si...
From Twitter Skeptic to Twitter Fan: A Conversation With NPR Reporter Kirk Si...Eric Athas
 
Pronunciation
PronunciationPronunciation
Pronunciationhangha
 

Andere mochten auch (14)

indemand-interpreting-brochure
indemand-interpreting-brochureindemand-interpreting-brochure
indemand-interpreting-brochure
 
Social Media Explained
Social Media ExplainedSocial Media Explained
Social Media Explained
 
Cras pii3 (1)
Cras pii3 (1)Cras pii3 (1)
Cras pii3 (1)
 
SME Tech Summit Yahoo Search Marketing Carl Bellamy Presentation
SME Tech Summit Yahoo Search Marketing Carl Bellamy PresentationSME Tech Summit Yahoo Search Marketing Carl Bellamy Presentation
SME Tech Summit Yahoo Search Marketing Carl Bellamy Presentation
 
Informatica
InformaticaInformatica
Informatica
 
MSOE and 7Summits - ACT Enrollment Planners Conference - Social Communities: ...
MSOE and 7Summits - ACT Enrollment Planners Conference - Social Communities: ...MSOE and 7Summits - ACT Enrollment Planners Conference - Social Communities: ...
MSOE and 7Summits - ACT Enrollment Planners Conference - Social Communities: ...
 
Edificio el moro
Edificio el moroEdificio el moro
Edificio el moro
 
Trabajo final comunicacion dif
Trabajo final comunicacion  difTrabajo final comunicacion  dif
Trabajo final comunicacion dif
 
Vocabulary
VocabularyVocabulary
Vocabulary
 
Lesson 26: The Fundamental Theorem of Calculus (slides)
Lesson 26: The Fundamental Theorem of Calculus (slides)Lesson 26: The Fundamental Theorem of Calculus (slides)
Lesson 26: The Fundamental Theorem of Calculus (slides)
 
Kepner Tregoe (KT) - How did the chicken
Kepner Tregoe (KT) - How did the chicken Kepner Tregoe (KT) - How did the chicken
Kepner Tregoe (KT) - How did the chicken
 
Biomarcadores en el diagnóstico fisiológico en carya illinoensis
Biomarcadores en el diagnóstico fisiológico en carya illinoensisBiomarcadores en el diagnóstico fisiológico en carya illinoensis
Biomarcadores en el diagnóstico fisiológico en carya illinoensis
 
From Twitter Skeptic to Twitter Fan: A Conversation With NPR Reporter Kirk Si...
From Twitter Skeptic to Twitter Fan: A Conversation With NPR Reporter Kirk Si...From Twitter Skeptic to Twitter Fan: A Conversation With NPR Reporter Kirk Si...
From Twitter Skeptic to Twitter Fan: A Conversation With NPR Reporter Kirk Si...
 
Pronunciation
PronunciationPronunciation
Pronunciation
 

Mehr von Nick Kellet

Deckible POV - Point of View
Deckible POV - Point of ViewDeckible POV - Point of View
Deckible POV - Point of ViewNick Kellet
 
What if my card decks were digital.
What if my card decks were digital.What if my card decks were digital.
What if my card decks were digital.Nick Kellet
 
Card Deck Creators - Values for Creating A Digital Card Deck on Deckible
Card Deck Creators - Values for Creating A Digital Card Deck on DeckibleCard Deck Creators - Values for Creating A Digital Card Deck on Deckible
Card Deck Creators - Values for Creating A Digital Card Deck on DeckibleNick Kellet
 
Card Deck Lovers - Values for Uising Digital Card Decks on Deckible
Card Deck Lovers - Values for Uising  Digital Card Decks on DeckibleCard Deck Lovers - Values for Uising  Digital Card Decks on Deckible
Card Deck Lovers - Values for Uising Digital Card Decks on DeckibleNick Kellet
 
Card-Decks, Deckible & The Creative Economy
Card-Decks, Deckible & The Creative EconomyCard-Decks, Deckible & The Creative Economy
Card-Decks, Deckible & The Creative EconomyNick Kellet
 
How we Snack on Information (how not to get forgotten/ lost in a self-service...
How we Snack on Information (how not to get forgotten/ lost in a self-service...How we Snack on Information (how not to get forgotten/ lost in a self-service...
How we Snack on Information (how not to get forgotten/ lost in a self-service...Nick Kellet
 
Lurkers Into Leads: 11 Hacks to Connect with the 99 Percent (The Silent Majo...
Lurkers Into Leads:  11 Hacks to Connect with the 99 Percent (The Silent Majo...Lurkers Into Leads:  11 Hacks to Connect with the 99 Percent (The Silent Majo...
Lurkers Into Leads: 11 Hacks to Connect with the 99 Percent (The Silent Majo...Nick Kellet
 
No Such Thing as Social Media
No Such Thing as Social MediaNo Such Thing as Social Media
No Such Thing as Social MediaNick Kellet
 
Guten free : get out of gutenberg free
Guten free : get out of gutenberg freeGuten free : get out of gutenberg free
Guten free : get out of gutenberg freeNick Kellet
 
Publish slides to instagram in 5 easy steps
Publish slides to instagram in 5 easy stepsPublish slides to instagram in 5 easy steps
Publish slides to instagram in 5 easy stepsNick Kellet
 
Media Platforms Emerge: 2004 onward - The rise of Embeddability
Media Platforms Emerge:  2004 onward - The rise of EmbeddabilityMedia Platforms Emerge:  2004 onward - The rise of Embeddability
Media Platforms Emerge: 2004 onward - The rise of EmbeddabilityNick Kellet
 
Unlurk Me? Exploring the value of Lurkers & Lurking (in the looker centric se...
Unlurk Me? Exploring the value of Lurkers & Lurking (in the looker centric se...Unlurk Me? Exploring the value of Lurkers & Lurking (in the looker centric se...
Unlurk Me? Exploring the value of Lurkers & Lurking (in the looker centric se...Nick Kellet
 
7 must read tips to simplify content marketing planning in 2015
7 must read tips to simplify content marketing planning in 2015 7 must read tips to simplify content marketing planning in 2015
7 must read tips to simplify content marketing planning in 2015 Nick Kellet
 
7 Big Cheese Marketing Secrets for People who Want to Master Digital Media Pl...
7 Big Cheese Marketing Secrets for People who Want to Master Digital Media Pl...7 Big Cheese Marketing Secrets for People who Want to Master Digital Media Pl...
7 Big Cheese Marketing Secrets for People who Want to Master Digital Media Pl...Nick Kellet
 
50 Shades of Dark Social - Exploring the Dark Side of Digital Media
50 Shades of Dark Social - Exploring the Dark Side of Digital Media50 Shades of Dark Social - Exploring the Dark Side of Digital Media
50 Shades of Dark Social - Exploring the Dark Side of Digital MediaNick Kellet
 
10 TRICKS TO TRYING AGAIN
10 TRICKS TO TRYING AGAIN10 TRICKS TO TRYING AGAIN
10 TRICKS TO TRYING AGAINNick Kellet
 
Where Do customers Come From?
Where Do customers Come From?Where Do customers Come From?
Where Do customers Come From?Nick Kellet
 
Five Slideshare Truths: Part I (Lessons from Authoring 50 Decks & Earning 200...
Five Slideshare Truths: Part I (Lessons from Authoring 50 Decks & Earning 200...Five Slideshare Truths: Part I (Lessons from Authoring 50 Decks & Earning 200...
Five Slideshare Truths: Part I (Lessons from Authoring 50 Decks & Earning 200...Nick Kellet
 
Six Heartfelt Truths of Social Media
Six Heartfelt Truths of Social Media Six Heartfelt Truths of Social Media
Six Heartfelt Truths of Social Media Nick Kellet
 
How will you leverage Zapier and 400+ Apps to Integrate Social Content on Lis...
How will you leverage Zapier and 400+ Apps to Integrate Social Content on Lis...How will you leverage Zapier and 400+ Apps to Integrate Social Content on Lis...
How will you leverage Zapier and 400+ Apps to Integrate Social Content on Lis...Nick Kellet
 

Mehr von Nick Kellet (20)

Deckible POV - Point of View
Deckible POV - Point of ViewDeckible POV - Point of View
Deckible POV - Point of View
 
What if my card decks were digital.
What if my card decks were digital.What if my card decks were digital.
What if my card decks were digital.
 
Card Deck Creators - Values for Creating A Digital Card Deck on Deckible
Card Deck Creators - Values for Creating A Digital Card Deck on DeckibleCard Deck Creators - Values for Creating A Digital Card Deck on Deckible
Card Deck Creators - Values for Creating A Digital Card Deck on Deckible
 
Card Deck Lovers - Values for Uising Digital Card Decks on Deckible
Card Deck Lovers - Values for Uising  Digital Card Decks on DeckibleCard Deck Lovers - Values for Uising  Digital Card Decks on Deckible
Card Deck Lovers - Values for Uising Digital Card Decks on Deckible
 
Card-Decks, Deckible & The Creative Economy
Card-Decks, Deckible & The Creative EconomyCard-Decks, Deckible & The Creative Economy
Card-Decks, Deckible & The Creative Economy
 
How we Snack on Information (how not to get forgotten/ lost in a self-service...
How we Snack on Information (how not to get forgotten/ lost in a self-service...How we Snack on Information (how not to get forgotten/ lost in a self-service...
How we Snack on Information (how not to get forgotten/ lost in a self-service...
 
Lurkers Into Leads: 11 Hacks to Connect with the 99 Percent (The Silent Majo...
Lurkers Into Leads:  11 Hacks to Connect with the 99 Percent (The Silent Majo...Lurkers Into Leads:  11 Hacks to Connect with the 99 Percent (The Silent Majo...
Lurkers Into Leads: 11 Hacks to Connect with the 99 Percent (The Silent Majo...
 
No Such Thing as Social Media
No Such Thing as Social MediaNo Such Thing as Social Media
No Such Thing as Social Media
 
Guten free : get out of gutenberg free
Guten free : get out of gutenberg freeGuten free : get out of gutenberg free
Guten free : get out of gutenberg free
 
Publish slides to instagram in 5 easy steps
Publish slides to instagram in 5 easy stepsPublish slides to instagram in 5 easy steps
Publish slides to instagram in 5 easy steps
 
Media Platforms Emerge: 2004 onward - The rise of Embeddability
Media Platforms Emerge:  2004 onward - The rise of EmbeddabilityMedia Platforms Emerge:  2004 onward - The rise of Embeddability
Media Platforms Emerge: 2004 onward - The rise of Embeddability
 
Unlurk Me? Exploring the value of Lurkers & Lurking (in the looker centric se...
Unlurk Me? Exploring the value of Lurkers & Lurking (in the looker centric se...Unlurk Me? Exploring the value of Lurkers & Lurking (in the looker centric se...
Unlurk Me? Exploring the value of Lurkers & Lurking (in the looker centric se...
 
7 must read tips to simplify content marketing planning in 2015
7 must read tips to simplify content marketing planning in 2015 7 must read tips to simplify content marketing planning in 2015
7 must read tips to simplify content marketing planning in 2015
 
7 Big Cheese Marketing Secrets for People who Want to Master Digital Media Pl...
7 Big Cheese Marketing Secrets for People who Want to Master Digital Media Pl...7 Big Cheese Marketing Secrets for People who Want to Master Digital Media Pl...
7 Big Cheese Marketing Secrets for People who Want to Master Digital Media Pl...
 
50 Shades of Dark Social - Exploring the Dark Side of Digital Media
50 Shades of Dark Social - Exploring the Dark Side of Digital Media50 Shades of Dark Social - Exploring the Dark Side of Digital Media
50 Shades of Dark Social - Exploring the Dark Side of Digital Media
 
10 TRICKS TO TRYING AGAIN
10 TRICKS TO TRYING AGAIN10 TRICKS TO TRYING AGAIN
10 TRICKS TO TRYING AGAIN
 
Where Do customers Come From?
Where Do customers Come From?Where Do customers Come From?
Where Do customers Come From?
 
Five Slideshare Truths: Part I (Lessons from Authoring 50 Decks & Earning 200...
Five Slideshare Truths: Part I (Lessons from Authoring 50 Decks & Earning 200...Five Slideshare Truths: Part I (Lessons from Authoring 50 Decks & Earning 200...
Five Slideshare Truths: Part I (Lessons from Authoring 50 Decks & Earning 200...
 
Six Heartfelt Truths of Social Media
Six Heartfelt Truths of Social Media Six Heartfelt Truths of Social Media
Six Heartfelt Truths of Social Media
 
How will you leverage Zapier and 400+ Apps to Integrate Social Content on Lis...
How will you leverage Zapier and 400+ Apps to Integrate Social Content on Lis...How will you leverage Zapier and 400+ Apps to Integrate Social Content on Lis...
How will you leverage Zapier and 400+ Apps to Integrate Social Content on Lis...
 

Kürzlich hochgeladen

Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 

Kürzlich hochgeladen (20)

Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 

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