How We SnackAnd how not to get left on the side like sauce

Decoding how we consume & Snack on Information

Avoid being forgotten Learn how to avoid the trap of being forgotten. 

This webinar explores how you can build content that accompanies the buyer through their journey, while engaging your audience, growing leads, and closing more sales.

Listly

Webinar partners

about me @NickKellet1. 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

Why we snack?To remove pain (ignorance)

To solve problems (obstacles)

To feed a hunger (curiosity)

To find cool stuff (status)

To go deeper (research)

To make connections (people)

To help others (collaboration)

To guard time (attention)

To pass time (entertain)

To filter (selection)

To leave room (more / later)

How do we learn?We learn in steps/ bites

We expect to find other people have experienced our pain ( we expect to find a solution).

We collaborate via knowledge / content

We Look to Learn?We all lurk (look), 90% of the time (1:9:90)

Brands lurk/look as much if not more than consumers. We are all passive consumers.

We lurk to learn (and to decide when to participate)

We lurk to accumulate and filter

We lurk to decide what we believe & what to consume

How do we search?We’ve learned to mistrust / bypass algorithms

• We don’t want single URL answers

• We don’t trust shill reviews (Bell Curves win)

• We trust when many people are involved.

We search/find/discover via Media

• Human curated lists (to pick from)

• Visually (Maps, Images & Infographics)

• Recommendations / Friends / Communities

• Videos / Podcasts

How does Media work?

Social Content is composed of three types of content

SOCIAL CONTENT (x3)Shared Links

Media Networks

Curated ContentScoopit Paperli Storify

Listly Pinterest Rebelmouse

Social Networks: G+, Facebook Linkedin, Twitter Sourcing: Reddit, Digg Delicious, StumbleUpon Collaboration: EmpireAve, Triberr, Listly Platforms: Buffer, Hootsuite, Tweetdeck

Video: YouTube, Vimeo, etc Slides: Slideshare, Prezi etc Images: Instagram, Flickr, Imgur, etc Lists: Listly Audio: Soundcloud, Audioboo, etc Text/Docs: Blogs, Pulse, Medium etc

Shared Links

Curated Content

Media Networks

Where we go to find WHAT We Search for

SEARCH IS A MINDGAME

Search, Print,

Blog Ads Outdoor

Ads

Search ranking for

owned media

- Media Networks - Curation

Tools - Shared Links

Find via reviews,

features &

coverage

Curation

Top /Best

Alternatives

DirectSearch Friends

Recommend

Share Links

Search

Bookmark

Ads

You need to understand consumer thinking/psychology as well as an appreciation of how different forms of media work & how we search originally via guest post on Intuit Blog

How many touches to convert?

We need to think of the consumer experience as a banquet.

= Multiple snacks

Each snack progressing & building on the last

Each snack earning permission & attention for the next

Body of WorkWe need a body of work

Body = Many Snacks

We need to think about the lifecycle for our content (many ways to enter story)

We need to map our content to the Buyer’s Journey (the pain/solution/desire cycle).

We need to offer different forms of media to cater to people’s different learning needs.

Why do we self help?We self help because we can

We self help because there’s no sales people in the process (Marketing have blown all prior comms - print, fax, sms, email etc)

Anonymity is valued / guarded

How to Win self serveSelf-service is a reality

You can’t ignore it unless you want to be ignored

Embrace it (if you want to be findable at all stages in the customer/prospect learning experience)

Start from the basics & work up

Mapping the self serve JourneyMost fail by getting too advanced

Start from the basics with explaining all the key terms and how to get started in your niche.

Answer simple questions

Be the voice prospects turn to

Be with the customer in their journey

Earn trust by bringing value

The Self Service Journey

People research to equip themselves with semantics. Use their words and you’ll meet them first

You have the potential to become their guide of choice on their research journey

via prnewswire.com

Customers choose usThis is an inversion from “Customer targeting"

Being found early / being shortlisted is critical

72% of buyers turn to Google

According to Pardot 70% of buyers return to Google at least 2-3 times during the course of their research

90% say when they are ready to buy, they’ll find you - DemandGen Report

Hierarchy of ContentPh

ysiolo

gica

lSa

fety

Love

/Bel

onging

Este

em Self

Act

ualize

Questions / Next StepsAre you Creating & Curating?

Are you answering questions?

Are you asking questions?

Are you making lists (Top/Best/Alternatives)

Are you mixing up fun & serious content?

Check out Listly for creating socially compelling content that invites your audience to participate.

Become collaborative to be memorableListly

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