Upload
jane-boyd
View
881
Download
0
Embed Size (px)
Citation preview
BRANDS & CONSUMERS LURK, BUT WHAT MAKES US UNLURK?
THERE’S An ART to participation.
UnLurk me?24
soc
ial
laws
to e
ntice
the
90% f
rom t
he s
hado
ws
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
Law of
Majority
#1
CreatORS
Contributors
Consumers
FIND
Fringe
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f maj
orit
y
The Self-Service Economy has emerged as the web matures.
The 1% Rule (1:9:90) explains how people participate in online communities.
The Law of Majority puts community in context of the larger population to explain the key role of the silent majority (the 90%).
Law of Context Law of the Silent Majority
Law of Self-Service Law of Create, Curate, Consume
Law of Beyond 1:9:90
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
Law of A
Million Thirds
#2
YOUME
A MILLIONTHIRD
PERSONS
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f a
Million
thi
rds
Imagining there’s a 3rd person in every two person exchange is a great mental model to explain why being overheard is scalable.
When you know everything you say is being overheard it changes how to speak, or it should.
This is social selling.
Law of The Invisible Third Law of Cocktail Party
Law of Social Inclusion Law of Always Listening
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
HotWarm Not
Hot Again?
cooling off
getting hotter
Law of
hot or not
#3
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f ho
t or
not
Life is a constant churn of what’s hot or not.
The internet has accelerated the speed at which things come, go & return once more to favour.
Law of Come & Go Law of the Revolving Door
Law of Goes Around, Comes Around Law of Shiny Object Syndrome
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
community
ENGAGEMENT
Cont
ent
Law of
creation
#4
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f cr
eati
on
Creating anything of value takes three elements.
The idea (your content), The people (the community of interested parties) Their participation, visible or not (i.e. engagement).
Law of Original Content Law of Your Art Matters
Law of Build Your Body of Work Law of Less Curation
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
backchannelLaw of the
LOW impact
HIGH
Vo
lume
low
vol
ume HIGH
IMPACT
VSBack
FRON
T
#5
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f th
e ba
ckch
anne
l
The backchannel is about a small number of high-impact non-public exchanges; ironic in a world of social visibility.
The backchannel exists even if you don’t know about it.
Learning to cultivate backchannel influence is key.
Law of Sidebar Conversations Law of Hidden Influence
Law of Invisible Collaboration Law of Old Boys Network
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
Crea
teCu
rate
Alone TogetherFewInternal External
0%
100%
100%
0%
♥♥ "
♥♥ "
many
"
"
togetherLaw of#6
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f to
geth
er
Today you can easily find others with shared passions, no niche is too small.
Collaborating locally & globally is both possible & highly scalable.
Consumers & brands can benefit from this tribal togetherness.
Law of Collaboration Law of Tribes Scale
Law of Multiplication Law of 100 People Like Me
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
REAL WORK
BUSY WORK
Priva
tepublic
(Your CONtENT)
Curate
d
(work
of
other
s)anonymous
+ SecrecyLaw of self#7
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f se
lf +
sec
recy
It’s easy to begin by working anonymously or privately or by sharing the work of others.
The real real value comes from publicly creating & sharing your own original work.
Law of Self-Service / Anonymity Law of Self-Discovery
Law of Fake Research Identities Laws of Personal Preferences
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
TIME
CONTRIBUTORSRISK OF FAILURETime creating Intrigue
Thriving
Law of#8
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f th
rivi
ng
Ideas thrive when people get involved.
People want to belong & share ownership of their ideas / beliefs.
The risk of failure goes down as the number of contributors go up.
Law of Natural Momentum Law of Me to We
Law of Shared Vision Law of Community / Belonging
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
Soft SignalsLaw of
SIGN
ALS
ac
crue
S1
T1
IMPA
CTs
DECA
Y TN
S1
S2
S2
S3
S3
S4
S5
#9
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f so
ft s
igna
ls
There’s many digital platforms to send / receive soft signals.
Getting noticed & noticing others is a gentle art.
It can take many touches to trigger action.
Because we forget & leak, we need constant reaffirmation.
Law of Getting Noticed Law of Cross Platform Comms
Law of Gentle Touches Law of Dispersed Dialog
Law of Matching Learning Styles
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
SMALL BIG
MAN
Y TIMES
/
MAN
Y PE
OPLE
ONE
TIME/
ONE
PERS
ON
culture
commun
ity
size
culture
Law of#10
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f cu
ltur
e
Every cultural norm began when one person dared to be the change …. then others copied.
Culture for small & large groups operate on a continuum of scale & influence.
Humans mirror the good, the bad & the ugly.
Law of Crowd Think Law of Crowdsourced Behaviour Law of Mirroring/Herding/Sheep
Law of Cultural Norms Law of Lets Copy Them
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
learningLaw of
expert
novice
2
3
6
7
4
5
1
#11
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f le
arni
ng
We’ve shifted from learning alone to learning together & from learning whole topics to learning what we need to get by.
Stepwise, “search first” learning is a survival mechanism for coping with information excess.
Law of Bit by Bit Law of Accumulated Knowledge
Law of Layered Learning Law of Self-Serve Education
Law of Minimal Learning
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
numbered listsLaw of
#$
%&
'
%Posts including
%bl
ogs
Using
98%
30%81%
20%80%
15%30%
5%40%
3%
#12
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f nu
mbe
red
list
s
Numbered lists equate to 30% of digital media.
Lists are shareable, snacks & how we learn.
People are willing to contribute, hence lists build community.
Law of Listicles Law of Resources, Tricks & Hacks
Law of the Best /Top / Worst ... Law of Bite Size Content
Law of Skimmable Media
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
exchangeLaw of minimal
(
(
(
(
e1 (
(
(
(
e2
e3
e5 e6
e7 e8
e4
#13
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f min
imal
exc
hang
e
Say just enough, but not too much.
Be helpful, but don’t overload people. Keep the dialogue alive.
Multiple minimal exchanges allow you to slowly build real relationships.
Law of Keeping Conversation Alive Law of Taking Turns Law of Back & Forth
Law of Ping Pong Dialogue Law of Reciprocal Conversation
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f ad
ding
val
ue
Always leave room for others to add value.
You are more attractive when you leave the door open for community contribution one person at a time.
Don’t be too smart, be accessible.
Law of Utility Law of Contribution
Law of Matching Law of Equality
Law of Leaving Room for Others
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
Made AsksLaw of Ready
s ML
X L X X L
#15
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f re
ady
mad
e as
ks
We suck at asking for & accepting help.
Prepare a number of “pre-sized asks” so you can leverage your network.
Ready made ask help you get more from people’s support and you’re more likely to find people offering support.
Law of Accepting Help Law of Matching
Law of Saying Thanks Law of Knowing What You Need Law of Helping & Being Helped
Law of Want to Help? Here’s How
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
discoveryLaw of social
) *
+$
,
%
&
#
-
#16
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f so
cial
dis
cove
ry
Social exchanges, connections & people influence individual discovery & search.
How we find stuff is less dependent on Google than we believe.
Law of How We Search Law of Human Curation
Law of Getting Found Law of Fighting the Gamed Results
Law of Psychology Trumps Tech
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
self doubtLaw of
creative output
Self doubt
Low
High
#17
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f se
lf d
oubt
Your inner critic obstructs your creative output, your ability to show up & how you participate.
Push through self doubt & your creativity & contribution increases.
Build your creative muscle & learn to be vulnerable.
Law of Not Worthy Law of Out of My Depth
Law of Can’t Start Law of Excuses
Law of Smarter Than Me
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f th
e gr
ind
Commit for the long haul.
Think of your journey as a marathon - not a sprint.
Everything takes work, by making it a social journey; you’ll have an army of people who won’t let you fail.
Law of No Overnight Successes Law of Doing the Hard Work
Law of Pushing Through Law of Stuff Worth Doing Takes Time
Law of It’s a Journey
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f im
perf
ect
The more you learn to have fun with your imperfections, to be vulnerable & to be open about your mistakes the more enticing you become.
Nothing & nobody is perfect.
Law of Messy is Okay Law of Done is Better Than Perfect
Law of Dive in & Hit Publish Law of Approachability
Law of Vulnerability
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
#$
%
&
'.
. /
hybrid transform
INPUT output
lists slides videos
infographics podcasts
Text
snack mediaLaw of#2
0
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f sn
ack
med
ia
Create content that can be shared via multiple formats & in small chunks.
Use multiple platforms to create various types of content.
Pick the length & format to fit the function/story.
Law of Bite Size Content Law of Breaking Content Up
Law of Repurposing Law of Transmedia
Law of Hybrid Media
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
the fishbowlLaw of
Non Profit tech
ChurchSoccer moms
#21
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f th
e fi
shbo
wl
Every single person experiences life through the lens of living in multiple fish bowls.
Each fish bowl is a small community with unique culture, boundaries & norms.
We each experience every fishbowl uniquely.
Law of My World/Reality Law of My People / Lens / Lingo
Law of Little Fish in Big Pond Law of Bubbles
Law of Language & Context
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
24
SOCI
AL L
AWS
new extrovertsLaw of the
Face to Face
Social Media
Low
High
Energy Reach
#22
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f th
e ne
w e
xtro
vert
s
Introverts have figured out how to use social media & the various online platforms to level the playing field with extroverts.
An online presence can outperform physical presence.
Law of Expertise is My Persona Law of I am My Output
Law of Big Content vs Big Presence Law of the Skilled Observer
Law of Listening First
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f ge
nder
Words account for 7% of all meaning, & can easily be misconstrued.
Gender differences amplify this impact, as such gender is one of the most under utilized forms of segmentation & persona profiling.
Law of Gender Bias Law of Mars & Venus
Law of Feelings Law of Metrics
Law of Persona Marketing
@un
lurk
me
by @
Nick
kell
et &
@bo
ydJa
ne
Synonyms
Summary L
aw o
f ne
ver
done
Nothing is ever done, not completely.
This is an undeniable truth because it’s a reality we all face daily.
What things mean, the tasks we complete & our own beliefs are in a state of ever accelerating flux.
Law of the Living Dictionary Law of Burn out Syndrome
Law of Always More / Undone Law of Guilty Workload
Law of Excessive Demands