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How we Snack on Information (how not to get forgotten/ lost in a self-service economy)

Are you helping people remember you and your brands in their search for information?

Are you serving the self-serving consumer? Are you ignoring them?

Are you mindful of the buyers journey as they self-serve and self-educate on their journey to solving their problems.

How we Snack on Information (how not to get forgotten/ lost in a self-service economy)

  1. How We SnackAnd how not to get left on the side like sauce Decoding how we consume & Snack on Information
  2. 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
  3. 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
  4. 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)
  5. 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
  6. 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
  7. 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
  8. How does Media work? Social Content is composed of three types of content
  9. SOCIAL CONTENT (x3) Shared Links Media Networks Curated Content Scoopit Paperli Storify Listly Pinterest Rebelmouse SocialNetworks:G+,FacebookLinkedin,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
  10. 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
  11. 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
  12. Body of Work We 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.
  13. 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
  14. How to Win self serve Self-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
  15. Mapping the self serve Journey Most 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
  16. 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
  17. Customers choose us This 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
  18. Hierarchy of Content PhysiologicalSafety Love/Belonging Esteem SelfActualize
  19. Questions / Next Steps Are 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 memorable Listly Webinar partners