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Why We Share

User Experience Designers are increasingly asked to design for social engagement with features like following, commenting, and the critical piece of the viral web; sharing. Tweets, status updates, and content forwards are woven into many of the products and services we use every day, but do we really understand what makes people ~want to share in the first place? You can’t just add a button and expect a digital tsunami of shares. To get sharing right, you must understand the basic motivations of sharing and create a framework appropriate to the context. This presentation explores the evolution of sharing behavior, the 3 main psychological motivations that drive people to share, and
Guidelines for creating inspired sharing frameworks Ultimately, sharing is good for us as a species and fantastic for the UX community. Find out why and discover how to tap the human desire to share to create happier customers, happier users, and a happier you.

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Why We Share

  1. Why We Share: Motivations At The Heart of #SharingShare with me @angel #sharing 1
  2. New ways to share our livesand thoughts with each otherare being added to thisrainbow all the time. But whatmakes us WANT to share? 2Share with me @angel #sharing Brian Solis &Jesse Thomas available under a Creative Commons Attribution-Noncommercial license.
  3. I mean this kind of sharing…Share with me @angel #sharing 3
  4. Designers are increasinglyasked to design for socialengagement and judged bylikes and forwards. We mustunderstand what drives it. Share Icon ProjectShare with me @angel #sharing 4
  5. how?Share with me @angel #sharing 5
  6. Jude Rolleg 22 months old Kids start out as selfish creatures but we develop egalitarian sharing by the time we‟re 7. It‟s coded into our culture and our DNA.Share with me @angel #sharing 6
  7. Sharing is a reciprocal dance. The warm fuzzy feeling sharing gives us is tied to our relationship types.Share with me @angel #sharing 7
  8. Sharing evolved with our relationships Gimme that banana Let‟s share You scratch my back, or else! these berries… I‟ll scratch yours. Spouse Friend Dominance Communality ReciprocityShare with me @angel #sharing 8
  9. Everyone‟s jumping. It must be safe! Sharing is a survival skill.Share with me @angel #sharing 9
  10. Why?Share with me @angel #sharing 10
  11. Followers? Influence? Badges?Share with me @angel #sharing 11
  12. Cash & Prizes?Share with me @angel #sharing 12
  13. Brand “Likers” say they become fans to just to receive discounts & promotions.Share with me @angel #sharing 13
  14. Marketers are smart fortapping into our desireto share because we donaturally.Share with me @angel #sharing 14
  15. Beyond reward systems, sharing satisfies three basic human goals.Share with me @angel #sharing 15
  16. 1. BraggingShare with me @angel #sharing 16
  17. It‟s not 100% narcissism. Brags can have altruistic content like sharing potentially interesting or useful information.Share with me @angel #sharing 17
  18. You‟re only human.Share with me @angel #sharing 18
  19. Bragging seeks validation. The like button Is popular because it gives responders a 1-click way to respond appropriately.Share with me @angel #sharing 19
  20. 1 To spread valuable/entertaining content2 To define ourselves to others3 To nourish relationships4 Self-fulfillment5 To get the word out about causes or brands This is ALL bragging, really.Share with me @angel #sharing 20
  21. 2. ComplainingShare with me @angel #sharing 21
  22. Complaining can be constructive. Just ask Joshua Kaufman, who blogged complaints after Oakland police ignored the fact that he could provide them with photos of the thief and the exact location of his stolen laptop.Share with me @angel #sharing 22
  23. Success! Recovered property + 5k new Twitter followers WINNINGShare with me @angel #sharing 23
  24. Ditto / +1 / RT Complaining seeks agreement. So we‟ve created short-hand ways to quickly agree with complaints that resonate for us.Share with me @angel #sharing 24
  25. 3. Reaching OutShare with me @angel #sharing 25
  26. Share with me @angel #sharing 26
  27. Almost instantly, I received a flood of comfort and reassurance. (She‟s fine now, by the way.)Share with me @angel #sharing 27
  28. I feel utterly alone.Share with me @angel #sharing 28
  29. Maybe we need something like this.Share with me @angel #sharing 29
  30. Sharing = CaringShare with me @angel #sharing 30
  31. Now What?Share with me @angel #sharing 31
  32. Knowing what motivates people to share means that we can design more optimal sharing mechanisms.Share with me @angel #sharing Illustration from Bill Verplank’s Talk at IxD11, 32
  33. Top 6 Social Design Considerations: 1. Landscape 2. Frameworks 3. Social Objects 4. Personal Boundaries 5. Privacy 6. Friction Give people tools to brag, complain, and reach out while considering these.Share with me @angel #sharing 33
  34. 1. LandscapeShare with me @angel #sharing 34
  35. The landscape is crowded. How will your system fit in?Share with me @angel #sharing 35
  36. Social Layer Cake Conversation Family/FriendsProfessional Trust Intimacy Share with me @angel #sharing 36
  37. The plethora of sharing capabilities has given rise to tools that let people daisy chain their social networks together.Share with me @angel #sharing 37
  38. Cross Post buttons lets people share with many social circles without abandoning what they know.Share with me @angel #sharing 38
  39. Google+ neglected to let people cross post to Facebook and that has negatively affected their adoption rate.Share with me @angel #sharing 39
  40. 2. Frameworks The frameworks you design will shape the way people share.Share with me @angel #sharing 40
  41. Relationship Frameworks Will your new system foster competition Dominance Communality for dominance? ReciprocityShare with me @angel #sharing 41
  42. Relationship Frameworks Show people their common interests? Dominance Communality ReciprocityShare with me @angel #sharing 42
  43. Relationship Frameworks Or help people make exchanges of goods and services? Dominance Communality ReciprocityShare with me @angel #sharing 43
  44. Conversation Frameworks q Reciprocal q Asymmetric q ReciprocalShare with me @angel #sharing 44
  45. Conversation Frameworks Friendships that lead to conversations. Conversations that lead to friendship. Conversations that lead to money?Share with me @angel #sharing 45
  46. Friend Purgatory? People who fall outside our relationship frameworks end up in limbo neither confirmed nor deleted.Share with me @angel #sharing 46
  47. 3. Social Objects What are the social objects you expect people to share? Share with me @angel #sharing 47
  48. Location became a social object when Foursquare started asking, “Where are you?”Share with me @angel #sharing 48
  49. = social object = meta data photo location note busines s tip photo caption locationShare with me @angel #sharing 49
  50. „s Social Objects: •Photos •People •Location •Music •Thoughts •Awake/Sleeping Asking for a new social object (awake/sleeping) invites new behavior such as recording dreams.Share with me @angel #sharing 50
  51. Like most retailers, CP+B client Old Navy celebrates Thanksgiving with big sales on Black Friday weekend. Each year they have us create a microsite to get shoppers excited about the savings.Share with me @angel #sharing 51
  52. Irreverent Fun Since Old Navy is all about fun and family, each year we‟re tasked with creating a fun activity to celebrate the sale in the hopes that the activity will be shared virally.Share with me @angel #sharing 52
  53. Irreverent Fun Brag-worthy Value But this year we also gave shoppers tools to brag about each of the deals. Result: Traffic doubled, Sharing TRIPLED! Sharing tools on all 150+ dealsShare with me @angel #sharing 53
  54. 4. Personal BoundariesShare with me @angel #sharing 54
  55. The tyranny of group think?Share with me @angel #sharing 55
  56. Your share history is a digital tattoo that you can never erase. The less savvy sharers have the opposite problem. One of the consequences of careless sharing is that every ugly word or unflattering photo is out there forever.Share with me @angel #sharing 56
  57. Friends Don‟t Let Friends Facebook While Drunk. It‟s helpful for us to consider ways to of helping people maintain appropriate boundaries. Tools that help them avoid awkward social situations and faux pas.Share with me @angel #sharing 57
  58. Like this one.Share with me @angel #sharing 58
  59. Or systems like these where sharing is done among smaller, more intimate groups so people let their guard down without fear of embarrassment.Share with me @angel #sharing 59
  60. 5. Privacy Our willingness to share personal info in public space is tempered by a need to keep some things available for certain eyes only. Share with me @angel #sharing 60
  61. Trading Privacy for Value YOU and 5 other Like Skinny Jeans? friends like Skinny Color Jeggings are Jeans the same fit perfect for Spring!Share with me @angel #sharing 61
  62. Facebook‟s Privacy Policy is longer than the US ConstitutionShare with me @angel #sharing 62
  63. Our Mental Models Don‟t Match RealityShare with me @angel #sharing 63
  64. Let‟s make certain that people get: 1. Value in the exchange 2. The right to choose 3. Straightforward options 4. Consent without deceptionShare with me @angel #sharing 64
  65. 6. Friction Without friction, sharing loses it‟s meaning. Share with me @angel #sharing 65
  66. Share with me @angel #sharing 66
  67. Stream of frictionless shares.Share with me @angel #sharing 67
  68. Open Graph means frictionless shares are on the rise.Share with me @angel #sharing 68
  69. Make it easy but make it meaningful.Share with me @angel #sharing 69
  70. The Age of UX Enlightenment.Share with me @angel #sharing 70
  71. Share with me @angel #sharing 71
  72. Sharing is how we‟ll grow.Share with me @angel #sharing 72
  73. The more sharing done between UX leaders and the bright young talents who will carry our practice forward, the better.Share with me @angel #sharing 73
  74. Abi Jones Edward Tufte Joni Rustulka Nate BoltAlan Cooper Elizabeth Bacon JoRoan Lazero Niklas WolkertAndrea Mignolo Elizabeth Buie Josh Williams Noel FranusApril Fincham Eric Dahl Josh Sieden Nuzi BarkatalyBill DeRouchey Fred Beecher Joshua Kaufman Pete KnockeBill Moggridge Genevieve Bell Joshua Sin Rob NeroBill Verplank Greg Petroff Julian Bleecker Robert FabricantChris Stone Gretchen Anderson Kaleem Khan Ron GoldinDan Brown Haig Armen Kevin Chang Russ UngerDan Saffer Jack Moffett Kim Goodwin Samantha SomaDan Willis Jakob Neilson Kim Lenox Sarah MitchellDani Malik Janna DeVylder Kimberly Peter Steve BatyDaniel Stilman Jared Spool Luke Wroblewski Steve CaldeDana Chisnell Jennifer Bove Marc Rettig Steve KrugDave Cronin Jenka Guurfinkel Matt Nish-Lapidus Steve PortigalDavid Malouf Jeremy Yuille Matt Walsh Tara BrownDenise Philipsen Johanna Kollmann Meredith Noble Tina Roth EisenbergDiego Pulido John Labriola Mikkel Michelsen Tonia BartzDon Norman Jon Kolko MJ Broadbent Whitney HessEduardo Ortiz Jonathan Knoll Nasir Barday Yohan Creemers Share with me @angel #sharing 74
  75. Thank You. Share with me @angelShare with me @angel #sharing 75