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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...
Overview  Overview                                                   4Methodology   Motivations   Online Sharing   Key Gui...
Methodology1     Ethnographies      ●In-person interviews in New York,      Chicago and San Francisco2                    ...
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          MORE   ...
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 bettersense of who they  are and what they care about       ...
To grow and nourish our relationships      73% share information  because it helpsthem connect with                       ...
Self-fulfillment                                             69%                                              share       ...
To get the word out about causes or brands     I forwarded an article     about Proposition B to    Everyone in my union. ...
Sharing is all about relationships     1              2              3                 4                  5  To bringvalua...
Six personas of online sharers   1Altruists                            5                      SEGMENTS ARE                ...
KEY GUIDELINES FOR GETTINGKEY GUIDELINES FOR GETTING     CONTENT SHARED     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 itimpacts your brand, please contact Brian Brett:          brian.brett@nytimes....
¿Por qué la gente comparte contenido online?
¿Por qué la gente comparte contenido online?
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¿Por qué la gente comparte contenido online?

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Transcript of "¿Por qué la gente comparte contenido 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. Overview Overview 4Methodology Motivations Online Sharing Key Guidelines Consumer for Sharing Personas for Getting Categories Shared
  4. 4. Methodology1 Ethnographies ●In-person interviews in New York, Chicago and San Francisco2 We worked with Latitude Research to conduct a three- Immersion/Deprivation phase study to understand ●One-week sharing panel why people share content online3 Quantitative Survey ●Survey of 2,500 medium/heavy online sharers ●Conducted segmentation to identify main types of sharers
  5. 5. SHARING CONTENT IS NOT NEW
  6. 6. 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
  7. 7. Sharing is not new, its human nature Self- actualization Self- actualization Love/ Esteem Belonging Esteem Love/Belonging Safety Safety Physiological
  8. 8. We now live in the Information AgeWe share From With MORE MORE MORE MORE MORE often quicklycontent sources people
  9. 9. 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
  10. 10. From Broadcasters to Sharecasters Mashing upReceiving Redistributing Creating and recreatingCombining
  11. 11. 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 I 85% share them and am say reading other more likely to usepeople’s responses them. helps them understand and – Deprivation participant, maleprocess information and events
  12. 12. MOTIVATIONS FOR SHARING
  13. 13. 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% [I share] to enrich the carefully consider lives of those around how the me. information theyshare will be useful - Immersion to the recipient participant, female
  14. 14. To define ourselves to others 68% share to give people a bettersense 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
  15. 15. To grow and nourish our relationships 73% share information because it helpsthem connect with I miss the companionship and others who share conversations on Facebook. their interests I feel like I’m probably missing out on some things without the connection. - Deprivation participant, 78% male share information online because it lets them stay connected to people they may not otherwise stay in touch with
  16. 16. Self-fulfillment 69% share information because it allows them to feel more I enjoy getting comments involved in the world 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
  17. 17. To get the word out about causes or brands 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 84% share because it is a way to support causes or issues they care about
  18. 18. Sharing is all about relationships 1 2 3 4 5 To bringvaluable and To define To grow and To get the wordentertaining ourselves to nourish our Self-fulfillment out about causes content to others relationships or brands others
  19. 19. 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
  20. 20. KEY GUIDELINES FOR GETTINGKEY GUIDELINES FOR GETTING CONTENT SHARED CONTENT SHARED
  21. 21. Appeal to consumers’motivation to connectwith each other — notjust with your brand
  22. 22. Trust is thecost of entry forgetting shared
  23. 23. Keep it simple...and it will getshared… and itwont get muddled
  24. 24. Appeal to theirsense of humor
  25. 25. Embrace asense ofurgency
  26. 26. Getting your content shared is just the beginningGet shared Get shared Listen Get credit for Respond again responding
  27. 27. E-mail is still #1
  28. 28. CATEGORY SEGMENTATION Finance Technology Retail & FashionTravel Entertain- ment
  29. 29. For more information on this study and how itimpacts your brand, please contact Brian Brett: brian.brett@nytimes.com.
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