The Psychology of Sharing

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

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?

Overview Overview 4Methodology Motivations Online Sharing Key Guidelines Consumer for Sharing Personas for Getting Categories Shared

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

SHARING CONTENT IS NOT NEW

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

Sharing is not new, its human nature Self- actualization Self- actualization Love/ Esteem Belonging Esteem Love/Belonging Safety Safety Physiological

We now live in the Information AgeWe share From With MORE MORE MORE MORE MORE often quicklycontent sources people

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 With twitter, instant FBupdates, e-mail updates, what wouldhave been considered fast even fiveyears ago is obsolete.– Deprivation participant, female

From Broadcasters to Sharecasters Mashing upReceiving Redistributing Creating and recreatingCombining

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

MOTIVATIONS FOR SHARING

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

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

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

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

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

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

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

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 Get credit for Respond again responding

E-mail is still #1

CATEGORY SEGMENTATION Finance Technology Retail & FashionTravel Entertain- ment

For more information on this study and how itimpacts your brand, please contact Brian Brett: brian.brett@nytimes.com.

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The Psychology of Sharing

by Silvia Cobo

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