The document discusses strategies for connecting with lurkers, who make up 90% of online communities. It defines lurkers as those who are "just looking" rather than actively contributing. The document then presents 11 "laws" for attracting lurkers and turning them into active leads and customers. These laws include presenting an imperfect image to seem more human, adding value so lurkers can contribute, acting in ways that project the desired culture, and providing content in small "info snacks" to keep lurkers engaged. The goal is to get lurkers involved and participating in order to capitalize on this largely untapped segment of users.

1. Lurkers
Into Leads
11 Hacks to Connect with the 990%
Lurkers
Into Leads
Lurkers
Into Leads
Lurkers
Into Leads
Lurkers
Into Leads

2. Some might call it “talking to
the shadow people” or “getting
the lurkers to reveal themselves”
We're exploring the 1% Rule ( ie
1:9:90).
Learn what it takes to get the
shadow people into the light –
and into your sights, and how
knowing this is a critical part
of your content strategy and your
success.
Illuminating the shadows
Listly
Webinar
partners

3. Internet for Just looking
Lurker is a term who’s meaning has evolved.
No longer a “stalker”.
Lurking is internet for “Just looking”.
When people say “I’m just lurking” they are
asking to be invited to the party.
Lurking has taken on a bigger role with the
emergence of the self-service economy.
“ “

4. about me @NickKellet
1.Co-Founder of Listly - Social Lists
(Create, Curate & Collaborate)
2.Publisher of GiftTRAP (crowdsourced
board game), 20+ awards globally /
12 languages - 80k copies sold.
3.Inventor of Set Analyzer (exit to
BOBJ/SAP)
4.I’ve written a lot about Lurking -
Leading to the writing of “UnLurk
me?” with Jane Boyd. Jane & I run
#lurkerchat Tuesdays 10:00am PST
Listly

5. We fail to count things that
stop happening (customers not
spending) & value what we
can’t yet see (prospects).
Both Segments exist in the
shadows.
Not all influence triggers
action (Hence can’t be
measured), but should be
Optimized for future action.
Why Lurkers Matter

6. Sizing the shadows
1:9:90 (the 1% rule)
1% Create
9% Contribute
90% Consume
In any given
community this is
how people behave
CreatORS
Contributors
Consumers

7. Look to the future
Beyond the 100% of 1:9:90 (your community),
there are two larger groups.
Lookers: People who are seeking to solve a
problem that you can address today.
Futures: People who will one day become
lookers (People that could need you).
You can apply your own estimates, but 10x is
not a bad starting point.
i.e. Simply continue the series.
1:9:90:900:9000
this explain the huge opportunity cost of
ignoring the lurkers.
Lookers
Futures
CreatORS
Contributors
Consumers

8. lurkers SCALE!
1:9:90:900:9000
This is why Lurkers
matter.
They are the silent
majority.
they exist in large
numbers.
CreatORS
Contributors
Consumers
Lookers
Futures

9. 11 Lurkers LAWS from 24
LAW of Million Thirds persons
Law of Imperfect
Law of Adding Value
Law of Culture
Law of Thriving
Law of Soft Signals
Law of Learning
Law of Minimal Exchange
Law of Self Doubt
Law of MEDIA Snacks
Law of Bubble

10. In Social media (as at
cocktail party), you
know you are being
overheard.
Knowing this should
give purpose to your
communication.
know that lurkers are
listening & evaluating
before acting.
So be Alluring/
Enticing/ Curious /
Friendly / Consistent
Make sure you are
welcoming!
LAw Of A
Million Thirds
YOUME
A MILLION
THIRD
PERSONS

11. If you’re too
perfect,
you’re not
approachable.
People feel
safer if you
appear human &
imperfect
(like them).
LAw Of
IMPERFECT
Which is more fun?

12. If you want people
to contribute
there’s a unspoken
duality to utility.
You need to let
people feel they
can add value
(leave room - don’t
be too smart).
Don’t just give, be
needing to receive.
LAw Of
ADDING VALUE
VALUEproducer Consumer

13. People first
observe how your
act to assess
your culture.
So be mindful
what you project
& how you want
to be perceived.
Act how you want
to be mirrored.
LAw Of
Culture
CommunitySize
Culture
Small Big
OneTime/
OnePerson
ManyTimes/
ManyPeople

14. We all hate to be
first to arrive,
first in a bar or
first to
contribute.
if you want people
to help, work hard
to jump start the
party (Seed!)
The first 5
helpers help build
social proof.
LAw Of
Thriving
Time creating
Risk of Failure
Intrigue
Contributors
Time

15. It’s a game of
noticing others and
getting noticed.
IT takes multiple
touches to convert
a customer.
So be prepared for
a long slow steady
climb.
Remember also that
people leak. Each
touch becomes less
valuable over time.
LAw Of
Soft Signals
T1 T2
SIGNALS
ACCRUE
Impact
DECAYS
S1
S2
S3
S4
s4
S1
S2
S3

16. The way we learn
has changed.
We learn on a
need to know
basis. We solve
only our current
problem.
We search for
answers step by
step.
LAw Of
LEARNING
Novice
EXPERT
1
2
4
3
6
5
7

17. Social is a dialog
- a conversation.
Don’t rush to
share all you
know(you’ll push
people away).
Keep the dialog
alive. Be
inclusive & build
the exchange.
Let others join in
& help.
LAw Of minimAL
EXCHANGE
e8
e1
e3
e5
e7
e6
e4
e2

18. Self doubt a
major reason why
people don’t
contribute.
So if you want to
involve people,
make sure you
keep it simple.
Leave them room.
Let them feel
smart enough to
participate.
LAw Of
SELF DOUBT
SELF Doubt creative output
LOW
HIGH

19. We all love
information snack.
Make it easy for
people to take
small bites of
content.
Tapas trumps Table
d’hôte.
Leave people
wanting more.
short = multiple
entry points.
LAw Of
INFOSNACK MEDIA
INPUT OUTPUT
LISTS
SLIDES
VIDEOS
INphoGRAPHICS
PODCASTS
TEXT
hybrid
transform
lj

20. What next + Questions?
1.Try crowdsourcing on Listly (Use
GEN20 code for a 20% discount)
2.Explore “UnLurk Me?”
3.ask “who are our lurkers?”
4.What’s your lurker strategy?
5.Let's connect Linkedin & Twitter
Listly