SlideShare una empresa de Scribd logo
1 de 31
Descargar para leer sin conexión
The Psychology of Sharing
The Psychology of Sharing: 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
Why do consumers share content online?




    What motivates   Are there distinct      How can
     consumers to      personalities      understanding
    share content?     with different      why people
                       motivations?         share help
                                           advertisers?
Overview
  Overview




                                                   4
Methodology   Motivations   Online Sharing   Key Guidelines   Consumer
              for Sharing     Personas        for Getting     Categories
                                                 Shared
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
SHARING CONTENT IS NOT NEW
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
Sharing is not new, it's human nature


                             Self-
                         actualization


                            Self-
                        actualization
             Love/                       Esteem
           Belonging      Esteem

                       Love/Belonging

                           Safety
                                                  Safety
                        Physiological
We now live in the Information Age

We share    From           With       MORE         MORE
 MORE       MORE          MORE        often       quickly
content    sources        people
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
From Broadcasters to Sharecasters


                             Mashing up



Receiving




            Redistributing                Creating and
                                           recreating
Combining
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
MOTIVATIONS FOR SHARING
To bring valuable and 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
To define ourselves to 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
To grow and nourish 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
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
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
Sharing is all about 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
The Psychology of Sharing
Six personas of online 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
KEY GUIDELINES FOR GETTING
KEY GUIDELINES FOR GETTING
     CONTENT SHARED
     CONTENT SHARED
Appeal to consumers’
motivation to connect
with each other — not
just with your brand
Trust is the
cost of entry for
getting shared
Keep it simple...
and it will get
shared… and it
won't get muddled
Appeal to their
sense of humor
Embrace a
sense of
urgency
Getting your
             content shared
             is just the
             beginning



Get shared      Get shared    Listen   Get credit for   Respond
                  again                 responding
E-mail is still #1
CATEGORY SEGMENTATION


                                               Finance




                                  Technology
          Retail &
          Fashion




Travel
                     Entertain-
                       ment
For more information on this study and how it
impacts your brand, please contact Brian Brett:
          brian.brett@nytimes.com.

Más contenido relacionado

La actualidad más candente

Social Media: What Why and How
Social Media: What Why and HowSocial Media: What Why and How
Social Media: What Why and HowLaura Norvig
 
Winkwaves Designing Social Media
Winkwaves Designing Social MediaWinkwaves Designing Social Media
Winkwaves Designing Social MediaRene Jansen
 
CSE5656 Complex Networks - Dunbar's Number
CSE5656   Complex Networks - Dunbar's NumberCSE5656   Complex Networks - Dunbar's Number
CSE5656 Complex Networks - Dunbar's NumberMarcello Tomasini
 
TED Fuller event | digital user-generated content - My tales from the field
TED Fuller event | digital user-generated content - My tales from the fieldTED Fuller event | digital user-generated content - My tales from the field
TED Fuller event | digital user-generated content - My tales from the fieldDr Mariann Hardey
 
Noise about nothingness - the Disconnected consumer
Noise about nothingness - the Disconnected consumerNoise about nothingness - the Disconnected consumer
Noise about nothingness - the Disconnected consumerDr Mariann Hardey
 
Social Media & Life Style
Social Media & Life StyleSocial Media & Life Style
Social Media & Life StyleVikram Mehta
 
Identity Management within Social Media
Identity Management within Social MediaIdentity Management within Social Media
Identity Management within Social MediaElena Chrisafogeorgou
 
Luiz moutinho social media 1
Luiz moutinho social media 1Luiz moutinho social media 1
Luiz moutinho social media 1RevistaBiz
 
Digital Literacy and Libraries: What's Coming Next
Digital Literacy and Libraries: What's Coming NextDigital Literacy and Libraries: What's Coming Next
Digital Literacy and Libraries: What's Coming NextRenee Hobbs
 
Digital media processes. Social and more 2.0
Digital media processes. Social and more 2.0Digital media processes. Social and more 2.0
Digital media processes. Social and more 2.0Dr Mariann Hardey
 
Why We Share and What It Means for Marketing
Why We Share and What It Means for MarketingWhy We Share and What It Means for Marketing
Why We Share and What It Means for MarketingSwystun Communications
 
Social media applications and arguments1
Social media applications and arguments1Social media applications and arguments1
Social media applications and arguments1Martin Hirst
 
Pamela Rutledge: Social Media, Glue for Communications
Pamela Rutledge: Social Media, Glue for CommunicationsPamela Rutledge: Social Media, Glue for Communications
Pamela Rutledge: Social Media, Glue for CommunicationsPamela Rutledge
 
Nfp prezzo aug 2011
Nfp prezzo aug 2011Nfp prezzo aug 2011
Nfp prezzo aug 2011suresh sood
 
Social Media for Caregivers
Social Media for CaregiversSocial Media for Caregivers
Social Media for CaregiversRed Shoes PR
 

La actualidad más candente (17)

Social Media: What Why and How
Social Media: What Why and HowSocial Media: What Why and How
Social Media: What Why and How
 
Winkwaves Designing Social Media
Winkwaves Designing Social MediaWinkwaves Designing Social Media
Winkwaves Designing Social Media
 
CSE5656 Complex Networks - Dunbar's Number
CSE5656   Complex Networks - Dunbar's NumberCSE5656   Complex Networks - Dunbar's Number
CSE5656 Complex Networks - Dunbar's Number
 
TED Fuller event | digital user-generated content - My tales from the field
TED Fuller event | digital user-generated content - My tales from the fieldTED Fuller event | digital user-generated content - My tales from the field
TED Fuller event | digital user-generated content - My tales from the field
 
Noise about nothingness - the Disconnected consumer
Noise about nothingness - the Disconnected consumerNoise about nothingness - the Disconnected consumer
Noise about nothingness - the Disconnected consumer
 
Social Media & Life Style
Social Media & Life StyleSocial Media & Life Style
Social Media & Life Style
 
Identity Management within Social Media
Identity Management within Social MediaIdentity Management within Social Media
Identity Management within Social Media
 
Luiz moutinho social media 1
Luiz moutinho social media 1Luiz moutinho social media 1
Luiz moutinho social media 1
 
Digital Literacy and Libraries: What's Coming Next
Digital Literacy and Libraries: What's Coming NextDigital Literacy and Libraries: What's Coming Next
Digital Literacy and Libraries: What's Coming Next
 
Digital media processes. Social and more 2.0
Digital media processes. Social and more 2.0Digital media processes. Social and more 2.0
Digital media processes. Social and more 2.0
 
UJA Agencies
UJA AgenciesUJA Agencies
UJA Agencies
 
Why We Share and What It Means for Marketing
Why We Share and What It Means for MarketingWhy We Share and What It Means for Marketing
Why We Share and What It Means for Marketing
 
Social media applications and arguments1
Social media applications and arguments1Social media applications and arguments1
Social media applications and arguments1
 
Web 2.0 Anatomy of A.Brand
Web 2.0 Anatomy of A.BrandWeb 2.0 Anatomy of A.Brand
Web 2.0 Anatomy of A.Brand
 
Pamela Rutledge: Social Media, Glue for Communications
Pamela Rutledge: Social Media, Glue for CommunicationsPamela Rutledge: Social Media, Glue for Communications
Pamela Rutledge: Social Media, Glue for Communications
 
Nfp prezzo aug 2011
Nfp prezzo aug 2011Nfp prezzo aug 2011
Nfp prezzo aug 2011
 
Social Media for Caregivers
Social Media for CaregiversSocial Media for Caregivers
Social Media for Caregivers
 

Similar a The Psychology of Sharing

A Psicologia de Compartilhar
A Psicologia de CompartilharA Psicologia de Compartilhar
A Psicologia de CompartilharHelena Montes
 
Why do People Share Online - Study by the NYTimes
Why do People Share Online - Study by the NYTimesWhy do People Share Online - Study by the NYTimes
Why do People Share Online - Study by the NYTimesRick Ramos
 
Why do people share online?
Why do people share online?Why do people share online?
Why do people share online?Youssef Rahoui
 
Why do-people-share-online-new-york-times-study
Why do-people-share-online-new-york-times-studyWhy do-people-share-online-new-york-times-study
Why do-people-share-online-new-york-times-studyJoan McLaughlin
 
Why She Shares report
Why She Shares reportWhy She Shares report
Why She Shares reportBig Fuel
 
5 Driving Forces of Sharing
5 Driving Forces of Sharing5 Driving Forces of Sharing
5 Driving Forces of SharingReferralCandy
 
Social Media 101
Social Media 101Social Media 101
Social Media 101Gigi Huynh
 
How news organisations can use social media to collaborate with the audience
How news organisations can use social media to collaborate with the audienceHow news organisations can use social media to collaborate with the audience
How news organisations can use social media to collaborate with the audienceStoryful
 
Content sharing-and-identity
Content sharing-and-identityContent sharing-and-identity
Content sharing-and-identityMadalina Balaban
 
What's Next for the Events Industry 2011
What's Next for the Events Industry 2011What's Next for the Events Industry 2011
What's Next for the Events Industry 2011Lara McCulloch-Carter
 
What Does an Influencer Really Look Like? How to Measure Online Influence tha...
What Does an Influencer Really Look Like? How to Measure Online Influence tha...What Does an Influencer Really Look Like? How to Measure Online Influence tha...
What Does an Influencer Really Look Like? How to Measure Online Influence tha...Social Media Today
 
Information Literacy and Social Media: How Facebook is Changing Students’ At...
Information Literacy and Social Media: How Facebook is Changing Students’  At...Information Literacy and Social Media: How Facebook is Changing Students’  At...
Information Literacy and Social Media: How Facebook is Changing Students’ At...Donna Witek
 
GROUP 4.pdfImpact of social media on humabn behaviour.pdf
GROUP 4.pdfImpact of social media on humabn behaviour.pdfGROUP 4.pdfImpact of social media on humabn behaviour.pdf
GROUP 4.pdfImpact of social media on humabn behaviour.pdfVyomPrajapati3
 
WordPress San Diego Meetup - Sharing Made Easy
WordPress San Diego Meetup - Sharing Made EasyWordPress San Diego Meetup - Sharing Made Easy
WordPress San Diego Meetup - Sharing Made Easylukepilon
 
Tara Hunt - Your Social Media Strategy Wont Save You
Tara Hunt - Your Social Media Strategy Wont Save YouTara Hunt - Your Social Media Strategy Wont Save You
Tara Hunt - Your Social Media Strategy Wont Save YouCarsonified Team
 
12 Principles of Collaboration
12 Principles of Collaboration12 Principles of Collaboration
12 Principles of CollaborationJacob Morgan
 
Content Creation - OTM
Content Creation - OTMContent Creation - OTM
Content Creation - OTMB2B Marketing
 
Worldwide Mesh - Weaving the Context into Content
Worldwide Mesh - Weaving the Context into ContentWorldwide Mesh - Weaving the Context into Content
Worldwide Mesh - Weaving the Context into ContentKantar
 
Rethinking Information Literacy: Classroom Evidence for Incorporating Student...
Rethinking Information Literacy: Classroom Evidence for Incorporating Student...Rethinking Information Literacy: Classroom Evidence for Incorporating Student...
Rethinking Information Literacy: Classroom Evidence for Incorporating Student...Donna Witek
 
DIGITAL-SELFWHO-AM-I-IN-THE-CYBERWORLD.pptxfinal.pptx
DIGITAL-SELFWHO-AM-I-IN-THE-CYBERWORLD.pptxfinal.pptxDIGITAL-SELFWHO-AM-I-IN-THE-CYBERWORLD.pptxfinal.pptx
DIGITAL-SELFWHO-AM-I-IN-THE-CYBERWORLD.pptxfinal.pptxafhkdfs
 

Similar a The Psychology of Sharing (20)

A Psicologia de Compartilhar
A Psicologia de CompartilharA Psicologia de Compartilhar
A Psicologia de Compartilhar
 
Why do People Share Online - Study by the NYTimes
Why do People Share Online - Study by the NYTimesWhy do People Share Online - Study by the NYTimes
Why do People Share Online - Study by the NYTimes
 
Why do people share online?
Why do people share online?Why do people share online?
Why do people share online?
 
Why do-people-share-online-new-york-times-study
Why do-people-share-online-new-york-times-studyWhy do-people-share-online-new-york-times-study
Why do-people-share-online-new-york-times-study
 
Why She Shares report
Why She Shares reportWhy She Shares report
Why She Shares report
 
5 Driving Forces of Sharing
5 Driving Forces of Sharing5 Driving Forces of Sharing
5 Driving Forces of Sharing
 
Social Media 101
Social Media 101Social Media 101
Social Media 101
 
How news organisations can use social media to collaborate with the audience
How news organisations can use social media to collaborate with the audienceHow news organisations can use social media to collaborate with the audience
How news organisations can use social media to collaborate with the audience
 
Content sharing-and-identity
Content sharing-and-identityContent sharing-and-identity
Content sharing-and-identity
 
What's Next for the Events Industry 2011
What's Next for the Events Industry 2011What's Next for the Events Industry 2011
What's Next for the Events Industry 2011
 
What Does an Influencer Really Look Like? How to Measure Online Influence tha...
What Does an Influencer Really Look Like? How to Measure Online Influence tha...What Does an Influencer Really Look Like? How to Measure Online Influence tha...
What Does an Influencer Really Look Like? How to Measure Online Influence tha...
 
Information Literacy and Social Media: How Facebook is Changing Students’ At...
Information Literacy and Social Media: How Facebook is Changing Students’  At...Information Literacy and Social Media: How Facebook is Changing Students’  At...
Information Literacy and Social Media: How Facebook is Changing Students’ At...
 
GROUP 4.pdfImpact of social media on humabn behaviour.pdf
GROUP 4.pdfImpact of social media on humabn behaviour.pdfGROUP 4.pdfImpact of social media on humabn behaviour.pdf
GROUP 4.pdfImpact of social media on humabn behaviour.pdf
 
WordPress San Diego Meetup - Sharing Made Easy
WordPress San Diego Meetup - Sharing Made EasyWordPress San Diego Meetup - Sharing Made Easy
WordPress San Diego Meetup - Sharing Made Easy
 
Tara Hunt - Your Social Media Strategy Wont Save You
Tara Hunt - Your Social Media Strategy Wont Save YouTara Hunt - Your Social Media Strategy Wont Save You
Tara Hunt - Your Social Media Strategy Wont Save You
 
12 Principles of Collaboration
12 Principles of Collaboration12 Principles of Collaboration
12 Principles of Collaboration
 
Content Creation - OTM
Content Creation - OTMContent Creation - OTM
Content Creation - OTM
 
Worldwide Mesh - Weaving the Context into Content
Worldwide Mesh - Weaving the Context into ContentWorldwide Mesh - Weaving the Context into Content
Worldwide Mesh - Weaving the Context into Content
 
Rethinking Information Literacy: Classroom Evidence for Incorporating Student...
Rethinking Information Literacy: Classroom Evidence for Incorporating Student...Rethinking Information Literacy: Classroom Evidence for Incorporating Student...
Rethinking Information Literacy: Classroom Evidence for Incorporating Student...
 
DIGITAL-SELFWHO-AM-I-IN-THE-CYBERWORLD.pptxfinal.pptx
DIGITAL-SELFWHO-AM-I-IN-THE-CYBERWORLD.pptxfinal.pptxDIGITAL-SELFWHO-AM-I-IN-THE-CYBERWORLD.pptxfinal.pptx
DIGITAL-SELFWHO-AM-I-IN-THE-CYBERWORLD.pptxfinal.pptx
 

Más de Silvia Cobo

Verification Handbook
Verification HandbookVerification Handbook
Verification HandbookSilvia Cobo
 
Internet para Periodistas, de Silvia Cobo (Editorial UOC)
Internet para Periodistas, de Silvia Cobo (Editorial UOC)Internet para Periodistas, de Silvia Cobo (Editorial UOC)
Internet para Periodistas, de Silvia Cobo (Editorial UOC)Silvia Cobo
 
7mites del món de la comunicació
7mites del món de la comunicació7mites del món de la comunicació
7mites del món de la comunicacióSilvia Cobo
 
Predicciones tmt2011 Deloitte
Predicciones tmt2011 Deloitte Predicciones tmt2011 Deloitte
Predicciones tmt2011 Deloitte Silvia Cobo
 
Predicciones tmt2011 Deloitte
Predicciones tmt2011 DeloittePredicciones tmt2011 Deloitte
Predicciones tmt2011 DeloitteSilvia Cobo
 
InformeGlobal Media Entertainment Outlook PWC 2009 2013
InformeGlobal Media Entertainment Outlook PWC 2009 2013InformeGlobal Media Entertainment Outlook PWC 2009 2013
InformeGlobal Media Entertainment Outlook PWC 2009 2013Silvia Cobo
 

Más de Silvia Cobo (7)

Verification Handbook
Verification HandbookVerification Handbook
Verification Handbook
 
Internet para Periodistas, de Silvia Cobo (Editorial UOC)
Internet para Periodistas, de Silvia Cobo (Editorial UOC)Internet para Periodistas, de Silvia Cobo (Editorial UOC)
Internet para Periodistas, de Silvia Cobo (Editorial UOC)
 
7mites del món de la comunicació
7mites del món de la comunicació7mites del món de la comunicació
7mites del món de la comunicació
 
Predicciones tmt2011 Deloitte
Predicciones tmt2011 Deloitte Predicciones tmt2011 Deloitte
Predicciones tmt2011 Deloitte
 
Predicciones tmt2011 Deloitte
Predicciones tmt2011 DeloittePredicciones tmt2011 Deloitte
Predicciones tmt2011 Deloitte
 
Ara
AraAra
Ara
 
InformeGlobal Media Entertainment Outlook PWC 2009 2013
InformeGlobal Media Entertainment Outlook PWC 2009 2013InformeGlobal Media Entertainment Outlook PWC 2009 2013
InformeGlobal Media Entertainment Outlook PWC 2009 2013
 

Último

Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemAsko Soukka
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8DianaGray10
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintMahmoud Rabie
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf
20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf
20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdfJamie (Taka) Wang
 
Things you didn't know you can use in your Salesforce
Things you didn't know you can use in your SalesforceThings you didn't know you can use in your Salesforce
Things you didn't know you can use in your SalesforceMartin Humpolec
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7DianaGray10
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Adtran
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAshyamraj55
 
Digital magic. A small project for controlling smart light bulbs.
Digital magic. A small project for controlling smart light bulbs.Digital magic. A small project for controlling smart light bulbs.
Digital magic. A small project for controlling smart light bulbs.francesco barbera
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesDavid Newbury
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...DianaGray10
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsSeth Reyes
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
Babel Compiler - Transforming JavaScript for All Browsers.pptx
Babel Compiler - Transforming JavaScript for All Browsers.pptxBabel Compiler - Transforming JavaScript for All Browsers.pptx
Babel Compiler - Transforming JavaScript for All Browsers.pptxYounusS2
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UbiTrack UK
 

Último (20)

Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystem
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership Blueprint
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf
20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf
20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf
 
Things you didn't know you can use in your Salesforce
Things you didn't know you can use in your SalesforceThings you didn't know you can use in your Salesforce
Things you didn't know you can use in your Salesforce
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
 
Digital magic. A small project for controlling smart light bulbs.
Digital magic. A small project for controlling smart light bulbs.Digital magic. A small project for controlling smart light bulbs.
Digital magic. A small project for controlling smart light bulbs.
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond Ontologies
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and Hazards
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
Babel Compiler - Transforming JavaScript for All Browsers.pptx
Babel Compiler - Transforming JavaScript for All Browsers.pptxBabel Compiler - Transforming JavaScript for All Browsers.pptx
Babel Compiler - Transforming JavaScript for All Browsers.pptx
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
 

The Psychology of Sharing

  • 2. The Psychology of Sharing: 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 consumers share 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
  • 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 not new, it's human nature Self- actualization Self- actualization Love/ Esteem Belonging Esteem Love/Belonging Safety Safety Physiological
  • 9. We now live in the Information Age We share From With MORE MORE MORE MORE MORE often quickly content sources people
  • 10. 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
  • 11. From Broadcasters to Sharecasters 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
  • 14. To bring valuable and 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 ourselves to 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 and nourish 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 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
  • 19. Sharing is all about 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 of online 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 FOR GETTING KEY GUIDELINES FOR GETTING CONTENT SHARED CONTENT SHARED
  • 23. Appeal to consumers’ motivation to connect with each other — not just with your brand
  • 24. Trust is the cost of entry for getting shared
  • 25. Keep it simple... and it will get shared… and it won't get muddled
  • 28. Getting your content shared is just the beginning Get shared Get shared Listen Get credit for Respond again responding
  • 30. CATEGORY SEGMENTATION Finance Technology Retail & Fashion Travel Entertain- ment
  • 31. For more information on this study and how it impacts your brand, please contact Brian Brett: brian.brett@nytimes.com.