Why We Share

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This presentation is all about why we, as humans, share - and how marketers can create content that fills our sharing needs.

It covers the social roles of sharing (social currency, identity formation, and relationship building) and includes case studies to illustrate how brands can use these natural tendencies to get their content shared.

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  • PDF: Your Second SelvesIf we apply our notion of an identity playground to interpreting these nuanced changes, we can imagine how places like Whyville support a fluid notion of virtual identity, changing things little by little, experimenting with various looks (and even race and gender), playing with representations of one’s ‘real’ self or a fantasy character, using various affinities to build different friendships, even using appearance for social activism.Image from: http://j.whyville.net/smmk/whytimes/article?id=13764
  • PDF: Your Second SelvesIf we apply our notion of an identity playground to interpreting these nuanced changes, we can imagine how places like Whyville support a fluid notion of virtual identity, changing things little by little, experimenting with various looks (and even race and gender), playing with representations of one’s ‘real’ self or a fantasy character, using various affinities to build different friendships, even using appearance for social activism.Image from: http://j.whyville.net/smmk/whytimes/article?id=13764
  • http://espace.library.uq.edu.au/view/UQ:293357
  • http://espace.library.uq.edu.au/view/UQ:293357
  • http://www.marketmechina.com/burberrys-powerful-weibo-strategy-and-the-benefits-of-weibo-campaigns/
  • http://www.nature.com/srep/2012/120329/srep00335/fig_tab/srep00335_F1.html
  • Why We Share

    1. 1. Why We Share: The Webinar Presented by: Kate Davids, Senior Research Analyst at Face Image by Flickr User Carlos Maya
    2. 2. What We’ll Cover Sharing and Marketing Together The Personal and Social Roles of Sharing Where Content Fits In How To Optimize Your Content
    3. 3. Sharing and Marketing Together Image by Flickr User Carlos Maya Image by Flickr User Sean MacEntee
    4. 4. “a marketing strategy that focuses on spreading information and opi nions about a product or service fromperson to person, especially by using unconventional means such as the Internet or e-mail” - Dictionary.com Image by Flickr User coolio-claire
    5. 5. But how do you get people to share your content? Image by Flickr User Jonathan_W (@whatie)
    6. 6. Most discussions about sharing focus on the content being shared – what makes it shareable. Today, we’re going to focus on why people share in the first place. Image by Flickr User lowjumpingfrog
    7. 7. Personal & Social Roles of Sharing Image by Flickr User abbybatchelder
    8. 8. Shhh….. Here’s a Secret Sharing Is Social! Image by Flickr User Leo Reynolds
    9. 9. Four Big Reasons: To Gain Social Currency Tell Others Who We Are To Help Shape Our Identities Build Stronger Relationships
    10. 10. “Social capital refers to the collective value of all "social networks" [who people know] and the inclinations that arise from these networks to do things for each other ["norms of reciprocity"].” - BetterTogether.org Social Capital relies on this giving cycle Image by Flickr User katerha
    11. 11. In a way it’s like accumulating favors from people. Like favors, social currency can be transformed into reciprocal favors – and even money. Image by Flickr User Tony.L.Wong
    12. 12. How Content Can Help Us Gain Social Capital: Passing on content that is useful to their audience Sharing entertaining content that makes them look like they’re interesting and fun Passing on something new so they look like they’re in the know The goal is to look good
    13. 13. Another role of sharing is to tell others who we are, like a badge, proclaiming to others what groups we belong to. 68% of respondents claimed to share content as a way to give people a better picture of who they are and what they care about. “The Psychology of Sharing” The New York Times Customer Insight Group Image by Flickr User portmanteaus
    14. 14. This allows us to play with our own identities. Developing ourselves even as we tell others who we are. Image by Flickr User lissalou66
    15. 15. Sharing also helps us build stronger relationships. 78% of people shared information because it let them stay in touch with people they wouldn’t see normally, and 73% said it helps them connect with others based on interest. “The Psychology of Sharing” The New York Times Customer Insight Group
    16. 16. Sharing is complex! Image by Flickr User michael.heiss
    17. 17. As humans we like to share in order to help satisfy these four needs: Look better in front of our peers Tell others who we are Understand ourselves better Grow closer to others
    18. 18. Where Content Fits In Image by Flickr User Bogdan Suditu
    19. 19. The content we share has to satisfy at least one of these needs. Look better in front of our peers Share new, interesting, or entertaining content Tell others who we are Understand ourselves better Content that describes who we are, what we like and our opinions Grow closer to others Content that others can comment on, starting a discussion or further sharing
    20. 20. Look better in front of our peers Share new, interesting, or entertaining content
    21. 21. Tell others who we are Understand ourselves better Content that describes who we are, what we like and our opinions “I like Dragon Ball Z and he [my avatar] looks like someone from Dragon Ball Z.” Image from: http://j.whyville.net/smmk/whytimes/article?id=13764
    22. 22. Tell others who we are Understand ourselves better Content that describes who we are, what we like and our opinions 6th grade Whyville player Bev: “[My second account] is a boy! And it’s called cuteguy and I just made it for more clams, but sometimes when I am bored I hang out in that account.” Image from: http://j.whyville.net/smmk/whytimes/article?id=13764
    23. 23. Grow closer to others Content that others can comment on, starting a discussion or further sharing Image by Flickr User ErgSap Image by Flickr User Wonderlane
    24. 24. We feel like we belong when our friends engage with our social posts. Image by Flickr User ErgSap We feel like we don’t belong when our friends ignore our posts. Image by Flickr User Wonderlane
    25. 25. As marketers we can use human nature, creating content that fulfills these needs - And people WANT to pass on @josef
    26. 26. Here’s How Image by Flickr User V31S70
    27. 27. Make content that will help sharers gain status Burberry’s Art of the Trench • Shanghai promotional event • Shared photos of the event on Sina Weibo. • 99% increase in user reposts of content http://www.marketmechina.com/burberrys-powerful-weibo-strategy-and-the-benefits-of-weibo-campaigns/
    28. 28. Make content that helps people describe themselves to others Skittles Facebook Page • Weird and quirky jokes • Wacky images • Consistently high engagement per post
    29. 29. Make content that helps people engage with each other Coca-Cola’s Share A Coke • Facebook traffic increased 870% • #1 most talked about Facebook page in Australia, 23rd globally • 76,000 virtual Coke cans shared online http://www.nature.com/srep/2012/120329/srep00335/fig_tab/srep00335_F1.html
    30. 30. Thank you Kate Davids, @katedavids www.facegroup.com www.pulsarplatform.com Image by Flickr User Scott McLeod

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