What We Know About Sharing
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What We Know About Sharing

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What We Know About Sharing What We Know About Sharing Presentation Transcript

  • what  now  about   do  we  k sharing   ShareThis        |        Starcom  MediaVest  Group        |        Joel  Rubinson     JUNE  2011     ©  2011  ShareThis,  Inc.  
  • INTRODUCTION  ShareThis  has  partnered  with    Starcom  MediaVest  Group  to  create    the  largest  analyJc  database  of  sharing  acJvity  using  the  ShareThis  network:   the   analysis   largest   7  BILLION   PAGE  VIEWS   of   sharing   300  MM+   USERS   ac5vity   1  THOUSAND   DOMAINS   ©  2011  ShareThis,  Inc.  
  • SHARING  IS  BIGGER   CLICKING  ON  LINKS  BY  SHARING  CHANNEL  THAN  FANS,  FRIENDS  AND   Other   Facebook  FOLLOWERS   (Bookmarking,   Blogs,  etc)   38%   34%  Sharing  generates  more  than  10%  of  all  internet  traffic  (almost  half  the  volume  of  search)     Twi[er   Email  Facebook  is  the  sharing  largest  channel   17%   17%  at  38%    But  by  no  means  the  only  one,  with  email  accounJng  for  17%   Sharing  is  31%  of   site  referral  traffic!   ©  2011  ShareThis,  Inc.  
  • THE  WAY  PEOPLE  SHARE  DEPENDS  ON  THE  TYPE  OF   Arts  &     Entertainment   65%   5%  CONTENT   Music   64%   2%  Entertainment  is  primarily  shared  using   Video   Games   46%  social  networks   29%     Business  &    Where  the  content  is  informaJve,   40%   Investment   34%  people  are  more  likely  to  use  email  and  LinkedIn   Health  &     Science   54%   31%   Facebook   MySpace   Twi[er   Email   Other   ©  2011  ShareThis,  Inc.  
  • SHARING  IS  ABOUT  SCALE   AVERAGE  CLICKS  Reach  is  driven  by  the  first  share   OTHER   TWITTER   FACEBOOK     5.3   4.8   EMAIL   4.3   1.7  The  sharing  methods  drive  different  average  levels  of  sharing   average:    4.8     ©  2011  ShareThis,  Inc.  
  • ARE  THERE  “INFLUENTIALS”?   Two  Schools  of  Thought:    These  hypotheses  would  imply  very  different  media  strategies,   so  it  is  important  to  idenJfy  which  is  true         INFLUENTIALS   NETWORKED  INFLUENCE   ©  2011  ShareThis,  Inc.  
  • THE  MYTH  OF  THE  INFLUENTIAL     HOW  MANY  CATEGORIES  DO  PEOPLE  SHARE?  Sharers  tend  to  share  informaJon  about   90%   80%  specific  topics  that  interest  them,  rather   70%  than  having  influence  across  a  wide  range   60%  of  categories   50%     40%   30%  Therefore  marketers  should  not  focus  on   20%  a  small  number  of  influenJal  people,  but   10%  should  reach  as  many  people  as  possible   1   2   3   4   5   6   7   8   9   10   11   12  to  maximize  chances  of  further  propagaJon   Over  80%  of  people   share  only  one   category  in  a  month   ©  2011  ShareThis,  Inc.  
  • SHARING  IS  ABOUT  MOMENTS  OF  RELEVANCE  The  ubiquitous  nature  of  sharing  means  that,  when  people  share,  it  is  an  ‘of  the  moment’  look  into  their  specific  desires    By  building  audiences  around  these  moments  of  relevance,  marketers  can  reach  only  the  consumers  who  are  most  recepJve  to  their  messages   ©  2011  ShareThis,  Inc.  
  • BUILDING  SCALE  BY  UNDERSTANDING   Arts  CONTENT     Business   Entertainment   Religion   Financial  Services   Music  SUPER-­‐CLUSTERS   Government   Law   Investments   Employment   Video  Games   Shop  Electronics   EducaJon   Technology  Certain  categories  go  together   Real  Estate   ParenJng  in  terms  of  if  one  is  shared,  the   Shopping  Beauty   Shop  Home  Garden   Health  other  is  more  likely  to  be   Shop  Clothing  shared,  giving  adverJsers   AutomoJve   Health  Fitness   Shop  Food  Drink  opportuniJes  for  greater  scale   Science   Shop  Pets   Shop  Beauty     Travel   Sports   ©  2011  ShareThis,  Inc.  
  • sharing   SCALE   is  about  scale   and   RELEVANCE  relevance   To  benefit  from  sharing,  markeJng   efforts  can  be  planned  to   maximize  scale  and  relevance   ©  2011  ShareThis,  Inc.  
  • REACHING  AUDIENCES  WHEN  THEY  ARE  MOST  RECEPTIVE   insights   for   marketers  Sharing  behavior…what  people  share,  what  they  click  on…reveals  what  is  relevant  to  them  at  that  moment    Marketers,  should  consider  sharing  to  be  a  sign  of  “inmarketness”  and  a  prime  audience  for  adverJsing   What  have  YOU     shared  today?  People  are  most  to  be  sharing  and  clicking    while  brand  consideraJon  is  sJll  forming  so  sharing  offers  the  relevance  of  search  and  remarkeJng,  but  at  scale   ©  2011  ShareThis,  Inc.