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The Psychology of Sharing

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    The Psychology of Sharing The Psychology of Sharing Presentation Transcript

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 With twitter, instant FBupdates, e-mail updates, what wouldhave been considered fast even fiveyears ago is obsolete.– Deprivation participant, female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