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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 Psychology of Sharing: What Is This Study About? A first-of-its-kind inquiry into the motivations behind
The Psychology of Sharing: What Is This Study About? A first-of-its-kind inquiry into the motivations behind
The Psychology of Sharing: What Is This Study About? A first-of-its-kind inquiry into the motivations behind

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

why we share Understanding the motivational forces behind the act of sharing will help marketers get

get their content shared

Why do consumers share content online?

Why do consumers share content online? What motivates consumers to share content? Are there distinct personalities

What motivates consumers to share content?

Are there distinct personalities with different motivations?

How can understanding why people share help advertisers?

Overview Methodology Motivations Online Sharing Personas Key Guidelines for Getting Shared Consumer for Sharing

Overview

Methodology Motivations Online Sharing Personas Key Guidelines for Getting Shared Consumer for Sharing Categories
Methodology
Motivations
Online Sharing
Personas
Key Guidelines
for Getting
Shared
Consumer
for Sharing
Categories
Methodology We worked with Latitude Research to conduct a three-phase study to understand why people

Methodology

We worked with Latitude Research to conduct a three-phase study to understand why people share content online

We worked with Latitude Research to conduct a three-phase study to understand why people share content
We worked with Latitude Research to conduct a three-phase study to understand why people share content
We worked with Latitude Research to conduct a three-phase study to understand why people share content

MethodologyPHASE Ethnographies ● In-person interviews in New York, Chicago and San Francisco

PHASE

Methodology PHASE Ethnographies ● In-person interviews in New York, Chicago and San Francisco

Ethnographies

In-person interviews in New York, Chicago and San Francisco

Methodology PHASE Ethnographies ● In-person interviews in New York, Chicago and San Francisco
Methodology PHASE Ethnographies ● In-person interviews in New York, Chicago and San Francisco
Methodology PHASE Ethnographies ● In-person interviews in New York, Chicago and San Francisco

MethodologyPHASE Immersion/Deprivation ● One-week sharing panel

PHASE

Methodology PHASE Immersion/Deprivation ● One-week sharing panel

Immersion/Deprivation

One-week sharing panel

Methodology PHASE Immersion/Deprivation ● One-week sharing panel
Methodology PHASE Immersion/Deprivation ● One-week sharing panel

Methodology MethodologyPHASE Quantitative Survey ● Survey of 2,500 medium/heavy online sharers ● Conducted segmentation to identify

PHASE

Methodology Methodology PHASE Quantitative Survey ● Survey of 2,500 medium/heavy online sharers ● Conducted

Quantitative Survey

Survey of 2,500 medium/heavy online sharers Conducted segmentation to identify main types of sharers

Survey ● Survey of 2,500 medium/heavy online sharers ● Conducted segmentation to identify main types of
Survey ● Survey of 2,500 medium/heavy online sharers ● Conducted segmentation to identify main types of
Survey ● Survey of 2,500 medium/heavy online sharers ● Conducted segmentation to identify main types of
Survey ● Survey of 2,500 medium/heavy online sharers ● Conducted segmentation to identify main types of
SHARING CONTENT IS NOT NEW
SHARING CONTENT IS NOT NEW

SHARING CONTENT IS NOT NEW

SHARING CONTENT IS NOT NEW
In the past, people shared at lunch with their girlfriends when they saw someone with

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

cool. We still share things when it’s relevant… we just share more and online. – Ethnography
cool. We still share things when it’s relevant… we just share more and online. – Ethnography
Sharing is not new, it's human nature Self- actualization Self- actualization Love/ Esteem Belonging Esteem

Sharing is not new, it's human nature

Self- actualization Self- actualization Love/ Esteem Belonging Esteem Love/Belonging Safety Physiological
Self-
actualization
Self-
actualization
Love/
Esteem
Belonging
Esteem
Love/Belonging
Safety
Physiological

Safety

We now live in the Information Age

WeWe nownow livelive inin thethe InformationInformation AgeAge

We share

From

With

MORE

MORE

MORE

MORE

MORE

content

sources

people

often

quickly

We share From With MORE MORE MORE MORE MORE content sources people often quickly
I have a hard time imagining how much more to-the-minute information can become. With twitter,

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

updates, what would have been considered fast even five years ago is obsolete. – Deprivation participant,
updates, what would have been considered fast even five years ago is obsolete. – Deprivation participant,

From Broadcasters to Sharecasters

Receiving

Combining

From Broadcasters to Sharecasters Receiving Combining Redistributing Mashing up Creating and recreating

Redistributing

Mashing up

Creating and recreating

Sharing acts as “ information management ” 73% say they process information more deeply, thoroughly

Sharing acts as information management

73% say they process information more deeply, thoroughly and thoughtfully when they share it 85%
73%
say they process
information more
deeply, thoroughly
and thoughtfully
when they share it
85%
say reading other
people’s responses
helps them
understand and
process information
and events
helps them understand and process information and events Sharing information helps me do my job. I

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

and information sources better when I share them and am more likely to use them. –
MOTIVATIONS FOR SHARING

MOTIVATIONS FOR SHARING

MOTIVATIONS FOR SHARING
To bring valuable and entertaining content to others 49% say sharing allows them to inform

To bring valuable and entertaining content to others

49% say sharing allows them to inform others of products they care about and potentially
49%
say sharing allows
them to inform
others of products
they care about and
potentially change
opinions or
encourage action
94%
carefully consider
how the
information they
share will be useful
to the recipient
information they share will be useful to the recipient [I share] to enrich the lives of

[I share] to enrich the lives of those around me.

- Immersion participant, female

will be useful to the recipient [I share] to enrich the lives of those around me.

To define ourselves to others68% share to give people a better sense of who they are and what they

68% share to give people a better sense of who they are and what they
68%
share to give
people a better
sense of who they
are and what
they care about
a better sense of who they are and what they care about I try to share

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 present: thoughtful, reasoned, kind, interested and passionate about certain things. - Deprivation participant, male
To grow and nourish our relationships 78% share information online because it lets them stay

To grow and nourish our relationships

78%

share information online because it lets them stay connected to people they may not otherwise stay in touch with

to people they may not otherwise stay in touch with I miss the companionship and conversations

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

without the connection. - Deprivation participant, male 73% share information because it helps them connect with

73%

share information because it helps them connect with others who share their interests

To grow and nourish our relationships 78% share information online because it lets them stay

To grow and nourish our relationships

78%

share information online because it lets them stay connected to people they may not otherwise stay in touch with

to people they may not otherwise stay in touch with I miss the companionship and conversations

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

without the connection. - Deprivation participant, male 73% share information because it helps them connect with

73%

share information because it helps them connect with others who share their interests

Self-fulfillment 69% share information because it allows them to feel more involved in the world

Self-fulfillment

69% share information because it allows them to feel more involved in the world
69%
share
information
because it allows
them to feel more
involved in the world

I enjoy getting comments 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

forward it to their friends because it’s so helpful. It makes me feel valuable. - Ethnography
To get the word out about causes or brands I forwarded an article about Proposition

To get the word out about causes or brands

To get the word out about causes or brands I forwarded an article about Proposition B

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

issue and rally against it. - Ethnography participant, male 84% share because it is a way

84%

share because it is a way to support causes or issues they care about

Sharing is all about relationships

Sharing is all about relationships

6 PERSONAS OF SHARERS

6 PERSONAS OF SHARERS

6 PERSONAS OF SHARERS

Six personas of online sharers

1

Altruists

2

Careerists

Six personas of online sharers 1 Altruists 2 Careerists 3 Hipsters 4 Boomerangs 5 Connectors 6

3

Hipsters

4

Boomerangs

5

Connectors

6

Selectives

SEGMENTS ARE DEFINED BY:

Emotional motivations

Desired presentation of self

Role of sharing in life

Value of being first to share

AltruistsI sent a couple of articles on nutrition and wellness to a friend with health

Altruists I sent a couple of articles on nutrition and wellness to a friend with health

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

She e-mailed me to thank me; she appreciated that I had been thinking about her. –
She e-mailed me to thank me; she appreciated that I had been thinking about her. –

HELPFUL

RELIABLE

E-MAIL

THOUGHTFUL

CONNECTED

HELPFUL RELIABLE E-MAIL THOUGHTFUL CONNECTED
HELPFUL RELIABLE E-MAIL THOUGHTFUL CONNECTED

CareeristsI share [things related to] business interests and exchange ideas on how to improve our

Careerists I share [things related to] business interests and exchange ideas on how to improve our

I share [things related to] business interests and exchange ideas on how to improve our companys offerings to our customers.

- Immersion participant, male

and exchange ideas on how to improve our company ’ s offerings to our customers. -
and exchange ideas on how to improve our company ’ s offerings to our customers. -

LINKEDIN

VALUABLE

INTELLIGENT

NETWORK

LINKEDIN VALUABLE INTELLIGENT NETWORK
LINKEDIN VALUABLE INTELLIGENT NETWORK
Hipsters Sharing is actually part of who I am. – Deprivation participant, male

Hipsters

Hipsters Sharing is actually part of who I am. – Deprivation participant, male

Sharing is actually part of who I am.

– Deprivation participant, male

Hipsters Sharing is actually part of who I am. – Deprivation participant, male
Hipsters Sharing is actually part of who I am. – Deprivation participant, male

LESS LIKELY TO E-MAIL CUTTING EDGE CREATIVE IDENTITY YOUNG POPULAR

LESS LIKELY TO E-MAIL CUTTING EDGE CREATIVE IDENTITY YOUNG POPULAR
LESS LIKELY TO E-MAIL CUTTING EDGE CREATIVE IDENTITY YOUNG POPULAR
Boomerangs When I post controversial things, it makes me look engaged and provocative, and I

Boomerangs

Boomerangs When I post controversial things, it makes me look engaged and provocative, and I want

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

perceived that way. If I don ’ t get a response then I know I’ve missed
perceived that way. If I don ’ t get a response then I know I’ve missed

BOOMERANGS

REACTION

B OOMERANGS REACTION VALIDATION EMPOWERED TWITTER FACEBOOK

VALIDATION

EMPOWERED

TWITTER

FACEBOOK

ConnectorsI got a deal to the bar at the Gansevoort Hotel e-mailed to me. I

Connectors I got a deal to the bar at the Gansevoort Hotel e-mailed to me. I

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

me. I forwarded it to a bunch of friends and we turned it into a girls
me. I forwarded it to a bunch of friends and we turned it into a girls

CONNECTORS

CREATIVE

C ONNECTOR S CREATIVE RELAXED THOUGHTFUL MAKING PLANS E-MAIL FACEBOOK

RELAXED

THOUGHTFUL

MAKING PLANS

E-MAIL

FACEBOOK

SelectivesI only share things with someone specific if I think they will enjoy it. If

Selectives I only share things with someone specific if I think they will enjoy it. If

I only share things with someone specific if I think they will enjoy it. If they aren t relevant to the material, there is not point in sharing it with them.

– Immersion participant, male

they aren ’ t relevant to the material, there is not point in sharing it with
they aren ’ t relevant to the material, there is not point in sharing it with

RESOURCEFUL

CAREFUL

THOUGHTFUL

INFORMATIVE

E-MAIL

RESOURCEFUL CAREFUL THOUGHTFUL INFORMATIVE E-MAIL
RESOURCEFUL CAREFUL THOUGHTFUL INFORMATIVE E-MAIL
KEY GUIDELINES FOR GETTING CONTENT SHARED

KEY GUIDELINES FOR GETTING CONTENT SHARED

KEY GUIDELINES FOR GETTING CONTENT SHARED

Appeal to consumers motivation to connect with each other — not just with your brand

Appeal to consumers ’ motivation to connect with each other — not just with your brand
Appeal to consumers ’ motivation to connect with each other — not just with your brand

Trust is the cost of entry for getting shared

Trust is the cost of entry for getting shared
Trust is the cost of entry for getting shared

Keep it simple and it will get shared… and it won't get muddled

Keep it simple and it will get shared… and it won't get muddled
Keep it simple and it will get shared… and it won't get muddled

Appeal to their sense of humor

Appeal to their sense of humor
Appeal to their sense of humor
Embrace a sense of urgency

Embrace a sense of urgency

Embrace a sense of urgency

Getting your content shared is just the beginning

Getting your content shared is just the beginning Get shared Get shared Listen Get credit for
Get shared Get shared Listen Get credit for responding Respond again
Get shared
Get shared
Listen
Get credit for
responding
Respond
again

E-mail is still #1

E-mail is still #1
E-mail is still #1

Travel

Travel CATEGORY SEGMENTATION Retail & Fashion Entertain- ment Technology Finance

CATEGORY SEGMENTATION

Travel CATEGORY SEGMENTATION Retail & Fashion Entertain- ment Technology Finance

Retail &

Fashion

Entertain-

ment

Technology

Finance

For more information on this study and how it impacts your brand, please contact Brian Brett:

brian.brett@nytimes.com.