A simple promise to YOU the consumer
Fresh back from #sobcon I’ve been exploring a better way to articulate Listly’s purpose in a way that’s simple emotional and inspiring. I’ve now written three posts
Listly by Nick Kellet
I went to a conference called #sobcon and did a lot of work around purpose. I've just concluded 3 posts on this topic for Listly
More traffic, engagement, control, exposure, collaboration, content & longevity. Less work, friction, lurkers, getting lost & feeding Facebook et al
Lists helps YOU... Find, define & amplify your passion > PASSIONATE Be smart. Get smarter > WORTHY Cultivate friendship & community > CONNECTED
Consumers = Producers. Long live the ProSumer! Everyone = Publisher. Everyone = Consumer. Consumers want to create & contribute inside your post. Now!
I’m seeking a purpose that you’d want to be part of. At a high level Listly’s purpose is to accelerate the idea that everyone is a publisher and that everyone is a consumer. My next step is to drill deeper into the consumer mindset.
So this is my take on our purpose for the consumer – the person who simply wishes to read, vote and contribute to lists.
Listly makes a simple promise to YOU the list consumer
Listly will help YOU…
- Be smart. Get smarter >->> WORTHY
- Cultivate friendship & community >->> CONNECTED
- Find, define & amplify your passion >->> PASSIONATE
That’s it. Three things that express how lists make you feel.
Worthy, Connected & Passionate.
By way of a reference, I keep being drawn back to watch this video and talk by Google’s Mike Yapp. I seriously recommend watching the video and reading the slides. I must have watched it 5+ times. I keep finding new things and new appreciations.
Listly by Nick Kellet
This content is amazing. This talk reinvigorated my faith in Google
Mike Yapp, Director of Google I YouTube's Creative Development Group, discusses the art and science of understanding brand connections in a consumer owned wo...
Amazing Talk and Content. Original slides are here
Mike talks a lot about “Utility”, being useful, being valuable, having purpose. He talks a lot about how consumers want …
- to be entertained
- to be informed
- to be provided utility
For me this maps closely to Listly. Lists have amazingly high utility. They are informative and entertaining.
I think one thing Mike missed was the humanity of content. We want to feel connected. We want to be part of something larger. We want to belong. These emotional needs can be fulfilled by a combination of content and community.
Listly is all about connecting people around their passions, all about making connections and finding people who care about the same things as you. I’m not sure I’ve totally nailed Listly’s “Purpose” in the hearts of the consumer, but it’s getting closer – more emotional.
Ask not what Listly does for you. Ask how Listly makes you feel!
What say you?
Here’s a poll I ran a while back to discover how you felt about the value of lists. It feels relevant to this discussion. Take a moment to vote and contribute to the list.
Listly by Nick Kellet
Social Lists is an emerging category in content marketing. Social Lists have many interesting properties. What's the best way to introduce a list of list properties? A Social List, of course. Perhaps you have another property, feel free to add to the list. And vote on the items you like and dislike.
1 COMMUNITY FORMING
Lists form communities. Lists flush out people with common interests -the Lurkers. Lists spawn conversations and connections beyond the list. More lists, more connections means more community - see Metcalfe's Law
Lists add structure to life - Baby name lists, to-do lists, bucket lists. List metaphors live with us through each day. We all get lists.
3 CONTENT MARKETING
Lists are content marketing with a twist. No they are not white papers. Nor e-books. Lists are not webinars, microsites nor podcasts. Lists aren't even emails, videos or magazines. List can be all and none of these. Lists are as much a medium as a content form.
Lists are quick to consume. Lists quickly let us validate our knowledge and fill in the gaps. It's all about the content. This is why bloggers and publishers love lists.
if you can get someone to interact and comment on a list you might extract them from the Lurker pool.
Lists totally can be fun. You can make a serious topic fun, by how you pick the images and how you write up the items and by the blog posts you place them in. Lists are what you make them.
7 SOCIAL PROOF
Lists ooze social proof. Curators, Reactions, Views, Embeds. Crowd-smarts help you decide which lists to explore.
lists are niche. List can be just for you, for 10 people or 10,000. Today with the web 10,000 people can still be a niche.
Lists are interesting to others, especially crowd-sourced lists. The crowds make it so. Lists are easy to share. Lists encourage you to leave you mark. And when you own a piece of a list, you want to share it more. Rinse and repeat.
Lists travel. Lists can live both on Listly and on multiple blogs. A list's crowd travels (as do their votes, reactions & comments).
11 SELF PROPELLING
Lists have their own life and their own story. Some start quickly and grow fast, while others take longer to catch fire - resulting from a mix of topic, curators and timing. Every list has it's day. Lists are highly shareable.
You can do most things with a list - ask questions, ask for help/advice. It's one metaphor with many applications.
Lists can be embedded in any blog that supports "script" tags. Each embedded list provides a backlink from Listly to the Embedded blog. This fact alone makes Listly with exploring.
Yes, lists are never complete. There I said it. It's a strength not a weakness. Someone somewhere can always add something and that's what keeps them interesting.
Lists speak to our human need to make sense of things - to organize and to categorize, to create and analyze patterns, to break things down into parts, and to seek simplicity.
While they can move, lists have an anchor. A host, a lead set of curators and a Credit URL to which they drive traffic.
1+1 = 3. The whole is greater than the sum of the parts. You get out what you put in and more besides. You need to prime lists, you need to share them, you need to nurture them, but they deliver a great return.
Lists are keyword rich and therefore Lists are SEO heaven. Lists are crowd-sourced by experts. Lists can also be crowd-ranked or crowd-sorted. Lists are filtering devices.
19 MASS MARKET
- List are universal. Lists are a metaphor for life. 30% of content uses a list-like metaphor to tell their story. You can't get much more mass market than that.
Lists are quite often serendipity in action. One thought triggers another. As if by accident a crowd can form around a topic. Yes, lists are accidents, accidents waiting to happen. Accidents you can create.
Normal HTML text lists "rot" from the moment you unleash them on the world. Listly lists are different - primed to explode into action and social engagement at any moment. Lists are social timebombs.
Lists are the simplest form of self-expression. Lists are what you love and hate. Lists are your thoughts and feelings. Lists are how you choose to express you personal views (aka your preference graph).
Lists are Trojan horses. Post a list as a question and what you get is an answer. Lists are what you make them.
You can see everything and that's the appeal. The social proof is there for all to see.
Lists live forever. So they bring a lifetime of traffic. The mental investment model is very different from a Tweet of a curated story. Lists are never finished, but that's another point.