The Psychology of Sharing: What Is This Study About?A first-of-its-kind inquiryinto the motivations behind why we share   ...
Why do consumers share content online?    What motivates   Are there distinct      How can     consumers to      personali...
OverviewMethodology   Motivations   Online Sharing   Key Guidelines   Consumer              for Sharing     Personas      ...
MethodologyWe worked with LatitudeResearch to conduct athree-phase study tounderstand why peopleshare content online
MethodologyPHASEEthnographies●In-person interviews in New York,Chicago and San Francisco
Methodology PHASEImmersion/Deprivation●One-week sharing panel
Methodology     Methodology PHASEQuantitative Survey●Survey of 2,500 medium/heavyonline sharers●Conducted segmentation to ...
SHARING CONTENT IS NOT NEW
In the past, people shared at lunchwith their girlfriends when they sawsomeone with something cool. We stillshare things w...
Sharing is not new, its human nature                             Self-                         actualization              ...
We now live in the Information AgeWe share    From           With MORE       MORE          MORE        MORE        MOREcon...
I have a hard time imagining how muchmore to-the-minute information canbecome. With twitter, instant FBupdates, e-mail upd...
From Broadcasters to Sharecasters                             Mashing upReceiving            Redistributing               ...
Sharing acts as “information management”                            73%                       say they process            ...
MOTIVATIONS FOR SHARING
To bring valuable and entertaining content to others                             49%                        say sharing al...
To define ourselves to others             68%          share to give         people a better        sense of who they     ...
To grow and nourish our relationships        78%  share informationonline because it letsthem stay connected to people the...
Self-fulfillment       69%        share     information   because it allows  them to feel moreinvolved in the world       ...
To get the word out about causes or brands                                                  84%                           ...
Sharing is all about relationships
6 PERSONAS OF SHARERS
Six personas of online sharers   1Altruists                            5                      SEGMENTS ARE                ...
Altruists   I sent a couple of articles on nutrition and wellness to a friend with health issues. She e-mailed me to thank...
HELPFUL   RELIABLE   E-MAIL   THOUGHTFUL   CONNECTED
CareeristsI share [things related to] business  interests and exchange ideas on   how to improve our company’s     offerin...
LINKEDIN   VALUABLE   INTELLIGENT   NETWORK
HipstersSharing is actually part of who I am.   – Deprivation participant, male
LESS LIKELY TO E-MAILCUTTING EDGECREATIVEIDENTITYYOUNGPOPULAR
BoomerangsWhen I post controversial things, it makes me look engaged and  provocative, and I want to be  perceived that wa...
BOOMERANGSREACTION   VALIDATION   EMPOWERED   TWITTER   FACEBOOK
Connectors I got a deal to the bar at the Gansevoort Hotel e-mailed to me. I forwarded it to a bunchof friends and we turn...
CONNECTORSCREATIVE   RELAXED   THOUGHTFUL MAKING PLANS   E-MAIL   FACEBOOK
SelectivesI only share things with someonespecific if I think they will enjoy it. If they aren’t relevant to the   materia...
RESOURCEFUL   CAREFUL   THOUGHTFUL   INFORMATIVE   E-MAIL
KEY GUIDELINES FOR GETTING     CONTENT SHARED
Appeal to consumers’motivation to connectwith each other — notjust with your brand
Trust is thecost of entry forgetting shared
Keep it simple...and it will getshared… and itwont get muddled
Appeal to theirsense of humor
Embrace asense ofurgency
Getting your             content shared             is just the             beginningGet shared      Get shared    Listen ...
E-mail is still #1
CATEGORY SEGMENTATION                                               Finance                                  Technology   ...
For more information on this study and how it impacts your brand, please contact Brian Brett:           brian.brett@nytime...
Why Do People Share Online?
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Why Do People Share Online?

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Why Do People Share Online?

  1. 1. The Psychology of Sharing: What Is This Study About?A first-of-its-kind inquiryinto the motivations behind why we share Understanding the motivational forces behind the act of sharing will help marketers get their content shared
  2. 2. Why do consumers share content online? What motivates Are there distinct How can consumers to personalities understanding share content? with different why people motivations? share help advertisers?
  3. 3. OverviewMethodology Motivations Online Sharing Key Guidelines Consumer for Sharing Personas for Getting Categories Shared
  4. 4. MethodologyWe worked with LatitudeResearch to conduct athree-phase study tounderstand why peopleshare content online
  5. 5. MethodologyPHASEEthnographies●In-person interviews in New York,Chicago and San Francisco
  6. 6. Methodology PHASEImmersion/Deprivation●One-week sharing panel
  7. 7. Methodology Methodology PHASEQuantitative Survey●Survey of 2,500 medium/heavyonline sharers●Conducted segmentation to identifymain types of sharers
  8. 8. SHARING CONTENT IS NOT NEW
  9. 9. In the past, people shared at lunchwith their girlfriends when they sawsomeone with something cool. We stillshare things when it’s relevant… wejust share more and online.– Ethnography participant, female
  10. 10. Sharing is not new, its human nature Self- actualization Self- actualization Love/ Esteem Belonging Esteem Love/Belonging Safety Safety Physiological
  11. 11. We now live in the Information AgeWe share From With MORE MORE MORE MORE MOREcontent sources people often quickly
  12. 12. I have a hard time imagining how muchmore to-the-minute information canbecome. With twitter, instant FBupdates, e-mail updates, what wouldhave been considered fast even fiveyears ago is obsolete.– Deprivation participant, female
  13. 13. From Broadcasters to Sharecasters Mashing upReceiving Redistributing Creating and recreatingCombining
  14. 14. Sharing acts as “information management” 73% say they process information more deeply, thoroughly and thoughtfully Sharing information when they share it helps me do my job. I remember products and information sources better when 85% I share them and am say reading other more likely to usepeople’s responses them. helps them understand and – Deprivation participant, maleprocess information and events
  15. 15. MOTIVATIONS FOR SHARING
  16. 16. To bring valuable and entertaining content to others 49% say sharing allows them to inform others of products they care about and potentially change opinions or encourage action 94% carefully consider how the [I share] to enrich information they the lives of thoseshare will be useful around me. to the recipient - Immersion participant, female
  17. 17. To define ourselves to others 68% share to give people a better sense of who they are and what they care about I try to share only information that will reinforce the image I’d like to present: thoughtful, reasoned, kind, interested and passionate about certain things. - Deprivation participant, male
  18. 18. To grow and nourish our relationships 78% share informationonline because it letsthem stay connected to people they may 73% not otherwise stay share information in touch with because it helps them connect with others who share their interests I miss the companionship and conversations on Facebook. I feel like I’m probably missing out on some things without the connection. - Deprivation participant, male
  19. 19. Self-fulfillment 69% share information because it allows them to feel moreinvolved in the world I enjoy getting comments that I sent great information and that my friends will forward it to their friends because it’s so helpful. It makes me feel valuable. - Ethnography participant, female
  20. 20. To get the word out about causes or brands 84% share because it is a way to support causes or issues they care about I forwarded an article about Proposition B to Everyone in my union. I wanted them to learn about the issue and rally against it.- Ethnography participant, male
  21. 21. Sharing is all about relationships
  22. 22. 6 PERSONAS OF SHARERS
  23. 23. Six personas of online sharers 1Altruists 5 SEGMENTS ARE Connectors DEFINED BY: ● Emotional 3 motivations Hipsters ● Desired presentation of self 6 ● Role of sharing Selectives in life 2 ● Value of being Careerists 4 first to share Boomerangs
  24. 24. Altruists I sent a couple of articles on nutrition and wellness to a friend with health issues. She e-mailed me to thank me; she appreciatedthat I had been thinking about her. – Ethnography participant, female
  25. 25. HELPFUL RELIABLE E-MAIL THOUGHTFUL CONNECTED
  26. 26. CareeristsI share [things related to] business interests and exchange ideas on how to improve our company’s offerings to our customers. - Immersion participant, male
  27. 27. LINKEDIN VALUABLE INTELLIGENT NETWORK
  28. 28. HipstersSharing is actually part of who I am. – Deprivation participant, male
  29. 29. LESS LIKELY TO E-MAILCUTTING EDGECREATIVEIDENTITYYOUNGPOPULAR
  30. 30. BoomerangsWhen I post controversial things, it makes me look engaged and provocative, and I want to be perceived that way. If I don’t get a response then I know I’ve missed my mark. - Ethnography participant, male
  31. 31. BOOMERANGSREACTION VALIDATION EMPOWERED TWITTER FACEBOOK
  32. 32. Connectors I got a deal to the bar at the Gansevoort Hotel e-mailed to me. I forwarded it to a bunchof friends and we turned it into a girls night out. – Ethnography participant, female
  33. 33. CONNECTORSCREATIVE RELAXED THOUGHTFUL MAKING PLANS E-MAIL FACEBOOK
  34. 34. SelectivesI only share things with someonespecific if I think they will enjoy it. If they aren’t relevant to the material, there is no point in sharing it with them. – Immersion participant, male
  35. 35. RESOURCEFUL CAREFUL THOUGHTFUL INFORMATIVE E-MAIL
  36. 36. KEY GUIDELINES FOR GETTING CONTENT SHARED
  37. 37. Appeal to consumers’motivation to connectwith each other — notjust with your brand
  38. 38. Trust is thecost of entry forgetting shared
  39. 39. Keep it simple...and it will getshared… and itwont get muddled
  40. 40. Appeal to theirsense of humor
  41. 41. Embrace asense ofurgency
  42. 42. Getting your content shared is just the beginningGet shared Get shared  Listen Get credit for  Respond again responding
  43. 43. E-mail is still #1
  44. 44. CATEGORY SEGMENTATION Finance Technology Retail & FashionTravel Entertain- ment
  45. 45. For more information on this study and how it impacts your brand, please contact Brian Brett:  brian.brett@nytimes.com.
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