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What We Know About Sharing
The document discusses findings from analyzing a large dataset of sharing activity using the ShareThis network. Key findings include: - Sharing generates over 10% of internet traffic and is a larger driver of site traffic than social media followers. - Entertainment content is mostly shared on social networks, while informative content is more likely to be shared via email or LinkedIn. - Most sharers only share content from one topic category per month, challenging the idea of "influential" sharers. - Moments of sharing reflect relevance and interest to the sharer, so marketers should target audiences based on moments of relevance rather than trying to reach influential individuals.
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What We Know About Sharing
- 1. what now about do we k sharing ShareThis | Starcom MediaVest Group | Joel Rubinson JUNE 2011 © 2011 ShareThis, Inc.
- 2. 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.
- 3. 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.
- 4. 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.
- 5. 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.
- 6. 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.
- 7. 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.
- 8. 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.
- 9. 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.
- 10. 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.
- 11. 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.