Why people share online

  • Published on
    08-May-2015

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If you haven't seen this before it is a very good read. Produced by the New York Times in conjunction with Latitude Research. Very insightful if you need behavioural and motivational data and stats

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  • 1.The Psychology of Sharing: What Is This Study About?A first-of-its-kind inquiryinto the motivations behind why we share Understanding the motivational forces behind the act of sharing will help marketersget their content shared

2. Why do consumers share content online?What motivates Are there distinctHow can consumers topersonalitiesunderstandingshare content? with differentwhy people motivations? share help advertisers? 3. OverviewMethodology Motivations Online Sharing Key Guidelines Consumerfor Sharing Personasfor Getting Categories Shared 4. MethodologyWe worked with LatitudeResearch to conduct athree-phase study tounderstand why peopleshare content online 5. MethodologyPHASEEthnographies In-person interviews in New York,Chicago and San Francisco 6. MethodologyPHASEImmersion/DeprivationOne-week sharing panel 7. Methodology Methodology PHASEQuantitative Survey Survey of 2,500 medium/heavyonline sharers Conducted segmentation to identifymain types of sharers 8. SHARING CONTENT IS NOT NEW 9. In the past, people shared at lunchwith their girlfriends when they sawsomeone with something cool. We stillshare things when its relevant wejust share more and online. Ethnography participant, female 10. Sharing is not new, its human nature Self- actualizationSelf-actualization Love/ Esteem BelongingEsteem Love/Belonging SafetySafetyPhysiological 11. We now live in the Information AgeWe shareFrom With MORE MOREMOREMOREMOREcontentsourcespeopleoftenquickly 12. I have a hard time imagining how muchmore to-the-minute information canbecome. With twitter, instant FBupdates, e-mail updates, what wouldhave been considered fast even fiveyears ago is obsolete. Deprivation participant, female 13. From Broadcasters to Sharecasters Mashing upReceivingRedistributingCreating and recreatingCombining 14. Sharing acts as information management73% say they processinformation moredeeply, thoroughly and thoughtfullySharing informationwhen they share ithelps me do my job.I remember products and informationsources better when85% I share them and am say reading othermore likely to usepeoples responsesthem.helps themunderstand and Deprivation participant, maleprocess informationand events 15. MOTIVATIONS FOR SHARING 16. To bring valuable and entertaining content to others 49%say sharing allowsthem to informothers of products they care about andpotentially changeopinions or encourage action 94% carefully considerhow the[I share] to enrich information theythe lives of thoseshare will be useful around me.to the recipient- Immersion participant, female 17. To define ourselves to others 68%share to give people a bettersense of who theyare and what they care about I try to share onlyinformation that will reinforce the image Id like to present:thoughtful, reasoned, kind, interested and passionateabout certain things.- Deprivation participant, male 18. To grow and nourish our relationships78%share informationonline because it letsthem stay connected to people they may 73%not otherwise stay share informationin touch with because it helpsthem connect with others who share their interestsI miss the companionship and conversations on Facebook. I feel like Im probably missing out on some things without theconnection. - Deprivation participant, male 19. Self-fulfillment 69%share information because it allowsthem to feel moreinvolved in the world I enjoy getting commentsthat I sent great information and that my friends will forward it to their friends because its so helpful. Itmakes me feel valuable.- Ethnography participant, female 20. To get the word out about causes or brands84%share because it is a way to support causes or issues theycare about I forwarded an article about Proposition B toEveryone in my union. Iwanted them to learn about the issue and rally against it.- Ethnography participant, male 21. Sharing is all about relationships 22. 6 PERSONAS OF SHARERS 23. Six personas of online sharers 1Altruists5 SEGMENTS ARE ConnectorsDEFINED BY: Emotional3motivationsHipsters Desired presentation of self 6 Role of sharingSelectives in life 2 Value of being Careerists4 first to shareBoomerangs 24. 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 appreciatedthat I had been thinking about her. Ethnography participant, female 25. HELPFUL RELIABLE E-MAIL THOUGHTFUL CONNECTED 26. CareeristsI share [things related to] businessinterests and exchange ideas on how to improve our companys offerings to our customers. - Immersion participant, male 27. LINKEDIN VALUABLE INTELLIGENT NETWORK 28. HipstersSharing is actually part of who I am. Deprivation participant, male 29. LESS LIKELY TO E-MAILCUTTING EDGECREATIVEIDENTITYYOUNGPOPULAR 30. BoomerangsWhen I post controversial things, it makes me look engaged andprovocative, and I want to beperceived that way. If I dont get a response then I knowIve missed my mark. - Ethnography participant, male 31. BOOMERANGSREACTION VALIDATION EMPOWERED TWITTER FACEBOOK 32. Connectors I got a deal to the bar at the Gansevoort Hotel e-mailed to me. I forwarded it to a bunchof friends and we turned it intoa girls night out. Ethnography participant, female 33. CONNECTORSCREATIVE RELAXED THOUGHTFUL MAKING PLANS E-MAIL FACEBOOK 34. SelectivesI only share things with someonespecific if I think they will enjoy it. If they arent relevant to the material, there is no point insharing it with them. Immersion participant, male 35. RESOURCEFUL CAREFUL THOUGHTFUL INFORMATIVE E-MAIL 36. KEY GUIDELINES FOR GETTING CONTENT SHARED 37. Appeal to consumersmotivation to connectwith each other notjust with your brand 38. Trust is thecost of entry forgetting shared 39. Keep it simple...and it will getshared and itwont get muddled 40. Appeal to theirsense of humor 41. Embrace asense ofurgency 42. Getting your content shared is just the beginningGet sharedGet sharedListen Get credit for Respondagain responding 43. E-mail is still #1 44. CATEGORY SEGMENTATION FinanceTechnologyRetail &FashionTravel Entertain- ment 45. For more information on this study and how itimpacts your brand, please contact Brian Brett:brian.brett@nytimes.com.