5 Laws of Lurking #lurkerchat

Too few people are aware of the 1% Rule.
  • 1% create
  • 9% contribute/curate
  • 90% consume (lurk)

Lurking is internet for just looking. It’s meaning has evolved. Lurkers aren’t the stalkers of the internet. People often use the expression “I’m just lurking” in a playful way. When people say “I’m just lurking” they are really asking:

  1. to be noticed
  2. to be invited into the conversation.
It’s a signifiant cultural shift that defined by the 1:9:90 rule.
The dynamics of decision making have changed. How we decide what to buy stuff has changed. We don’t work alone. Consumers have more power and they know it. Vendors are no longer in control like they once were. So much quality information exists on so many products that it ceases to be in a brands interests to gate their content. Brands need to embrace and drive this new paradigm and for many that’s challenging.


Here’s my 5 laws of Lurking.


Lurkers Consume

Nov 23, 2014
Lurkers Consume

Lurking brings power to the consumer.

Lurkers do consume.

They buy products, they
just choose to cloak
their identity until
they are ready to buy
or declare their interest. 


Lurkers Learn

Nov 23, 2014
Lurkers Learn

Lurking is Learning. Lurker distill the knowledge others have accumulated.

Lurkers learn from each other & from those who voice their opinion.

Lurkers are a heartbeat
from participating.


Lurkers Self Serve

Nov 23, 2014
Lurkers Self Serve

Welcome to the self-service economy!

Since people can serve themselves, they don’t need to declare their identity until they are ready to buy. 


Lurkers Filter

Nov 23, 2014
Lurkers Filter

We are ALL overloaded with excess content/ choice in every niche.

We guard our time &
commitments, which explains
why we lurk 90%
of the time.

Hence 1:9:90


Lurkers Collaborate

Nov 23, 2014
Lurkers Collaborate

Lurkers collaborate without communicating.

The silent majority.

Lurkers listen &
act in unison.

 Last week we (Jane Boyd & I) launched #Lurkerchat – every 10:00am PST Tuesday

We felt lurkers needed a voice and that the topic merited deep exploration and socialization.

Marketing folk need to get a much deeper appreciation of lurking. 1:9:90 needs a higher profile.

Here’s a Twitter list of the people who were active participants (the 1% & the 9%) in last weeks’ chat. Based on 1:9:90 that means 300 people where actively consuming the content from the chat. Not bad for a 1st event.
Actually the reach for the Hashtag was much larger (based on the Hashtracking report) with a total reach of +14 million.

One of my big learnings was the perception that Lurking had a gender. Who knew lurking sounds “male”. That itself is worthy of a blog post all of it’s own.
Jane and I were very happy with our 1st week of a new chat. We believe lurkerchat resonates and speaks to a common need to understand the new internet.
We began this chat with a simple mandate:
  • No questions (we wanted to make it a simple, open chat)
  • No invites (we didn’t want to invite our friends – we wanted to engage new connections)
  • No agenda (we don’t have an outcome in mind)
We didn’t launch it in any formal sense. We just sneaked it quietly out the door. We stopped lurking and people showed up. We wanted to experience building a community from the ground up.
We just had a deep sense that lurking is the dead moose on the table that nobody is talking about. It’s core to internet thinking and few are really shouting this truth.
Lurkerchat aims to change that. Mark the date. Come lurk, come join in.
Come see what we’ve got to offer.
NIck Kellet (130 Posts)

Nick’s ventures range from a visual segmentation tool sold to SAP, to an award winning board game. Today, Nick is co-founder of Listly, raising the profile of lists to be on par with Slideshare & YouTube.