Infosnackers: Content Strategy Talk [Video] at Lavacon 2014
You can’t fight the info-snacking culture. It’s easier to feed the beast than to deny it. You need to know what people like to consume (and share). Today many people share stuff they haven’t fully read or watched. Sharing has become projection of our own brand. This applies to brands as much as consumers.
Consumers and brands seek their own happy balance between consuming and creating/sharing. We have all become mindful of the image we project.
Consumers are as metric focussed as brands. Millennials will change behaviour to get more likes, just like brands.
We all love to snack. We skim and click for the fear or missing out. We want to stay current and to feel we can add value to our social exchanges.
Beware indigestion. Give people manageable portions. Beware skimmers. People will make their own small portions. In this case you lose control of knowing what was consumed.
Are you losing control of your content? Or are you enabling others to take control. Are you making yourself findable, accessible and shareable? These are hard brand challenges.
You can’t fight the fact that today’s consumer, for the most part, wants a self-service experience.
The 1% rule is the norm. We should only expect 1% of your active community to create original content. 90% of people consume or lurk in any given community. It’s more like 99.9% of the total population that are passive.
Are you experimenting with real time content or are you still thinking/acting like Guttenberg? Is publishing still a big deal for your company/brand?
Are you actively enticing Lurkers? If not why not?
I experiment daily with short form and hybrid media.
I published slides exploring what’s next for POEM and I proposed a new acronym SCOPE. This was really well received and has seen 10k+ views to-date.
I spoke at Lavacon, a content strategy conference. I was lucky enough that my session got picked to be on the video track, so now I share the edited videos from my talk . I sliced the video into the 7 sections of my talk so you can jump in based on what grabs your curiosity.
Here’s the 7 videos as a list (a great example of hybrid media and designing for reuse)
You can’t force people to consume content linearly. That’s part of the self-service ethos. People crave multiple entry point to your story. They want to engage on their terms on their timeline. We each uncover needs at are own pace. We own our own pririties.
You can’t assume that any two people will absorb and take away the same meaning from your content.
You need to embrace this reality. You need to entice people to come on your journey with you.
Here’s my slides from Lavacon.
You may enjoy this collection of posts on Lurking:
I thought about a venn diagram this week: Lurkers ∩ (intersect) Crowdsourcers. Is there an intersection? If not why not? And how? Let me first introduce the two terms for the sake of clarity. Who are : Someone who observes and consumes but does not contribute.
Lurkers exist everywhere. Lurking is how we learn. Lurkers is old news. Lurkers are the silent majority. Ignore them at your peril
Your existing customer, your modern reader, your prospect: They are skimmers Hurried. Hassled. Commitment averse. They want snacks. Infosnacks. That want fast food for the brain. Don't take 500 works to make a point if 300 will suffice. You should know this. You skim. You guard your time. You like short sentences.
You need to be ready. You need bait. You need a hook! Blink and you'll miss a lurker. You'll miss the moment. You can entice lurkers to join your conversation.
We got to hear the Lurkers voice. If you follow my blog you know I love Lurkers. We got to talk to the people who didn't Listly and wouldn't sign up. Priceless
If you read my blog you'll know I gnaw on the lurker bone from time to time. My friend Kevin von Duuglas-Ittu has a unique perspective on lurkers and I'll probably misrepresent his view. I'm writing my take, not his! Kevin has yet to write a blog post on "Invisible Third Thinking", but this might just change that.
Internet Culture says 90% of us are lurkers. 70% of buyers have chosen your brand before you know their identity. Are you embracing this new model?
You can't fight the info-snacking culture. You can't fight the fact that today's consumer for the most part wants a self-service experience The 1% rule is the norm. 90% of people consume or lurk in any given situation. Are you experimenting with real time content or are you still thinking/acting like Guttenberg?
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