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The Psychology of Sharing: What Is This Study About?
into the motivations behind why we share
A first-of-its-kind inquiry
forces behind the act of sharing will help marketers
Understanding the motivational
get their content shared
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What motivates consumers to
share content?
Why do consumers share content online?
How canunderstanding
why peopleshare helpadvertisers?
Are there distinct personalities with different motivations?
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Key Guidelines for Getting
Shared
ConsumerCategories
Overview
Methodology Motivationsfor Sharing
Online Sharing Personas
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Methodology
We worked with Latitude Research to conduct a three-phase study to understand why people share content online
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PHASE
Methodology
Ethnographies●In-person interviews in New York, Chicago and San Francisco
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Methodology
PHASE
Immersion/Deprivation●One-week sharing panel
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Methodology
PHASE
Quantitative Survey ●Survey of 2,500 medium/heavy online sharers●Conducted segmentation to identify main types of sharers
Methodology
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SHARING CONTENT IS NOT NEW
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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
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Sharing is not new, it's human nature
Safety
Esteem
Self-actualization
Love/Belonging
Physiological
Safety
Esteem
Self-actualization
Love/Belonging
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We now live in the Information AgeWe now live in the Information Age
MOREoften
MOREquickly
We now live in the Information Age
We share MORE
content
FromMORE
sources
WithMOREpeople
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I have a hard 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 With twitter, instant FB updates, e-mail updates, what would have been considered fast even five years ago is obsolete.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
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Creating and recreating
From Broadcasters to Sharecasters
Combining
Receiving
Redistributing
Mashing up
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Sharing acts as “information management”
Sharing information helps me do my job. I remember products
and information sources better when I share them and am more likely to use
them.
– Deprivation participant, male
85%say reading other people’s responses
helps them understand and
process information and events
73%say they process information more deeply, thoroughly and thoughtfully
when they share it
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MOTIVATIONS FOR SHARING
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To bring valuable and entertaining content to others
94%carefully consider
how the information they
share will be useful to the recipient
[I share] to enrich the lives of those
around me.
- Immersion participant, female
49%say sharing allows
them to inform others of products
they care about and potentially change
opinions or encourage action
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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.
To define ourselves to others
68%share to give
people a better sense of who they
are and what they care about
- Deprivation participant, male
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To grow and nourish our relationships
I miss the companionship and conversations on Facebook.
I feel like I’m probably missing out on some things without the
connection.
- Deprivation participant, male
78%share information
online because it lets them stay connected to people they may not otherwise stay
in touch with
73%share information because it helps
them connect with others who share
their interests
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Self-fulfillment
69%share
information because it allows them to feel more
involved in the world
I enjoy getting commentsthat 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
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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
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Sharing is all about relationships
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6 PERSONAS OF SHARERS
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5 Connectors
4 Boomerangs
2Careerists
6Selectives
SEGMENTS ARE DEFINED BY:
Six personas of online sharers
1Altruists
3Hipsters
● Emotional motivations
● Desired presentation of self
● Role of sharing in life
● Value of being first to share
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Altruists
I sent a couple of articles on nutrition and wellness to a friend with health issues. She e-mailed me to thank me; she appreciated
that I had been thinking about her.– Ethnography participant, female
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HELPFUL CONNECTEDTHOUGHTFULRELIABLE E-MAIL
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Careerists
- Immersion participant, male
I share [things related to] business interests and exchange ideas on how to improve our company’s
offerings to our customers.
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LINKEDIN NETWORKVALUABLE INTELLIGENT
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Hipsters
Sharing is actually part of who I am. – Deprivation participant, male
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LESS LIKELY TO E-MAILCUTTING EDGECREATIVEIDENTITYYOUNGPOPULAR
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Boomerangs
When I post controversial things, it makes me look engaged and provocative, and I want to be perceived that way. If I don’t get a response then I know
I’ve missed my mark.
- Ethnography participant, male
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BOOMERANGSREACTION FACEBOOKTWITTERVALIDATION EMPOWERED
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Connectors
I got a deal to the bar at the Gansevoort Hotel e-mailed to me. I forwarded it to a bunch
of friends and we turned it into a girls night out.
– Ethnography participant, female
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CONNECTORSCREATIVE FACEBOOKMAKING PLANSRELAXED THOUGHTFUL E-MAIL
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Selectives
I only share things with someone specific if I think they will enjoy it. If they aren’t relevant to the
material, there is no point in sharing it with them.
– Immersion participant, male
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RESOURCEFUL INFORMATIVECAREFUL THOUGHTFUL E-MAIL
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KEY GUIDELINES FOR GETTING CONTENT SHARED
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Appeal to consumers’motivation to connect with each other — not just with your brand
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Trust is the cost of entry for getting shared
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Keep it simple... and it will get shared… and it won't get muddled
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Appeal to their sense of humor
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Embrace a sense of urgency
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Getting your content shared is just the beginning
Get shared Listen RespondGet shared again
Get credit for responding
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E-mail is still #1
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Technology
Travel
Finance
CATEGORY SEGMENTATION
Entertain-ment
Retail &Fashion
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For more information on this study and how it impacts your brand, please contact Brian Brett: