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![To bring valuable and entertaining content to others
49%
say sharing allows
them to inform
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they care about and
potentially change
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94% [I share] to enrich the
carefully consider lives of those around
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to the recipient participant, female](https://image.slidesharecdn.com/whypeopleshare-110722075440-phpapp01/85/Why-people-share-14-320.jpg)
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Why people share
This study analyzed the motivations behind why people share content online through ethnographic interviews and a large-scale survey. It identified five key motivations for sharing, including to bring valuable content to others, define oneself, grow relationships, fulfill oneself, and support causes. The study also segmented sharers into six distinct personas and provided guidelines for marketers to effectively get their content shared.
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Why people share
- 2. The Psychology ofSharing: What Is This Study About? A first-of-its-kind inquiry into the motivations behind why we share Understanding the motivational forces behind the act of sharing will help marketers get their content shared
- 3. Why do consumersshare content online? What motivates Are there distinct How can consumers to personalities understanding share content? with different why people motivations? share help advertisers?
- 4. Overview Overview 4 Methodology Motivations Online Sharing Key Guidelines Consumer for Sharing Personas for Getting Categories Shared
- 5. Methodology 1 Ethnographies ●In-person interviews in New York, Chicago and San Francisco 2 We worked with Latitude Research to conduct a three- Immersion/Deprivation phase study to understand ●One-week sharing panel why people share content online 3 Quantitative Survey ●Survey of 2,500 medium/heavy online sharers ●Conducted segmentation to identify main types of sharers
- 6. SHARING CONTENT ISNOT NEW
- 7. In the past,people shared at lunch with their girlfriends when they saw someone with something cool. We still share things when it’s relevant… we just share more and online. – Ethnography participant, female
- 8. Sharing is notnew, it's human nature Self- actualization Self- actualization Love/ Esteem Belonging Esteem Love/Belonging Safety Safety Physiological
- 9. We now livein the Information Age We share From With MORE MORE MORE MORE MORE often quickly content sources people
- 10. I have ahard time imagining how much more to-the-minute information can become. With twitter, instant FB updates, e-mail updates, what would have been considered fast even five years ago is obsolete. – Deprivation participant, female
- 11. From Broadcasters toSharecasters Mashing up Receiving Redistributing Creating and recreating Combining
- 12. 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 use people’s responses them. helps them understand and – Deprivation participant, male process information and events
- 13.
- 14. To bring valuableand 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 they share will be useful - Immersion to the recipient participant, female
- 15. To define ourselvesto others 68% share to give people a better sense 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
- 16. To grow andnourish our relationships 73% share information because it helps them 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
- 17. 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
- 18. To get theword 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
- 19. Sharing is allabout relationships 1 2 3 4 5 To bring valuable and To define To grow and To get the word entertaining ourselves to nourish our Self-fulfillment out about causes content to others relationships or brands others
- 21. Six personas ofonline sharers 1 Altruists 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
- 22. KEY GUIDELINES FORGETTING KEY GUIDELINES FOR GETTING CONTENT SHARED CONTENT SHARED
- 23. Appeal to consumers’ motivationto connect with each other — not just with your brand
- 24. Trust is the costof entry for getting shared
- 25. Keep it simple... andit will get shared… and it won't get muddled
- 26. Appeal to their senseof humor
- 27.
- 28. Getting your content shared is just the beginning Get shared Get shared Listen Get credit for Respond again responding
- 29.
- 30. CATEGORY SEGMENTATION Finance Technology Retail & Fashion Travel Entertain- ment
- 31. For more informationon this study and how it impacts your brand, please contact Brian Brett: brian.brett@nytimes.com.