sharing is daring: why do people share things online?

Sharing is Daring Why do people share things

online?

PETER ABBOT T

Donuts

Inside

Your Customer is Key

You have defined your customer across every possible demographic

You have determined their NEED for your product

You want to be their solution to a problem

✓

✓✓

But…Do you really understand your customer?

Do you understand their online habits?

Do you understand what information they are looking for?

Do you understand what types of online networks they are involved in and WHY?

Do you understand what is compelling or intriguing to them?

Enter the SHARE

One powerful way you can understand your customers needs and interests is by understanding HOW and WHY they are interacting with content online.

You can leverage this insight to create content that gets SHARED

Hint: They are Sharing

The How

A HUGE way people interact with content today is by SHARING it through different social networks online.

Your audience is receiving, interacting, compiling recreating, and redistributing content online.

They are carefully selecting intriguing and educating content and SHARING it through different social channelsTop 4 Social Media Sharing Platforms for B2B-Facebook -Twitter-Google+ -Pinterest

The Why1. There’s too much clutter

Sharing is an attempt to organize and understand things amidst all the hodgepodge on the world WIDE web.

Remember cleaning out your grandparents’ basement - lot’s of nonsense but sometimes you found a few gems that were worth sharing.

According to a survey, 73% of participants said they process information more deeply, thoroughly and thoughtfully when they shared it.

There’s too much

noise!

The Why2. Sharing is Daring to be SOCIAL

We are social creatures - we have been from the beginning, yes I’m talking to you Mr. Hunter Gatherer.

We spend an AVERAGE of 3.6 hours per day on social media sites. That’s pretty close to 25% of the time we are awake.

One in every SEVEN minutes spent online is spent on Facebook. Holy Guacamole!

If you don't believe me check this out!

We Have Needs!

Self-Actualizati

on

Esteem

Social…hmm

Safety

Physiological

This isn’t new. cavemen gotta eat too!

The Internet Shook Things Up

Social needs come first!

Esteem

Self-Actualization

Safety

Physiological

Drink plenty

of water

Let’s Dig Deeper

Sharing is an extension of the self• So which parts of the self will we

extend?Sharing fulfills our NEED to be social• Why do we satisfy that NEED with a

share?

The Why 2.0What Motivates us to Share?

1. To bring valuable and entertaining content to others

2. To grow and nourish our relationships

3. To define ourselves to others

4. Self-fulfillment

5. To get the word out about causes or brands

1. To bring valuable and entertaining content to others

49% of people surveyed said sharing allows them to inform others of products they care about and potentially change opinions or encourage action

We have an altruistic innate tendency to help other people out

Reciprocation is nice but it doesn’t have to work that wayDesire to

help SharingMe love you long

time

2. To grow and nourish our relationships

73% of people surveyed said they share information because it helps them connect with others who share their interests

It’s all about the relationships baby.

Stay connected

I have 403

Facebook

friends, YAY!

3. To define ourselves to others

68% of people surveyed said they share to give people a better sense of who they are and what they care about.

Sharing helps us develop our own unique identity

What do I like?

Who

am I?

Where do I fit in?

CONTENT

4. Self-fulfillment

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

We have a desire to feel helpful and contribute part of ourselves to the outside world.

Oh man I love

llamas, Thanks dude!

To get the word out about causes or brands

84% of people surveyed said they share because it is a way to support causes or issues they care about

Sharing is daring but it is also about caring

I’m going GREENBruce

Springsteen!

Marketers Delight

Sharing on social media networks fills an innate human need to be SOCIAL.

Social networks are going to become larger more complex and more specific to users needs.

It is CRITICAL for any serious business to share content with users that satisfies their NEED to be SOCIAL and encourages them to SHARE.

Serious companies are taking advantage of this opportunity to turn customers into REPRESENTATIVES of their brand.

Smart Content Marketing Theory

Customers are content marketers, too! They are sharing content as a way to reflect perception of themselves.

If the content is PERSONAL enough to them they may just feel the need to share it, developing their sense of self and fulfilling their NEED to be social.

If your brand helps customers PROMOTE themselves, they will PROMOTE your brand.

Marketers Delight1.Content

gets created

2.Connects with audience

3.Audience shares it

4.Connects with larger audience

4.Audiences advocate for

you

Marketers Delight 3.0

Content acts as an extension of your brand

Content acts as an extension of your customer’s brand

Customers act as an extension of your brand

Brand successfully extended

That’s way too many

extensions

But what to share?

Cooking Movies

Peacocks

Art

Humor

Fashion

Music

I’m so confused, I think I need a donut

Donuts are cool but…let’s recap

Sharing things satisfies our NEED to be SOCIAL

Create your content with the intention of satisfying your customer’s SOCIAL NEEDS.

Design your content specifically to be SHARED and turn customers into advocates of YOUR BRAND.

Design your content to be SOCIAL and encourage SHARING throughout social networks and your customers will LOVE you for it!

The Big Question?

Is your brand SHARING content to satisfy your customer’s NEEDS.

Break bread with your customers.

Be Daring and START SHARING.I love bread

!

Want more…

Part Two of this presentation will focus on how marketers can design their content to INFLUENCE sharing.

That’s INTENS

E!

About Us

We’re a blogging and social media company that love to help our clients grow their site traffic

Visit us at magic.indivly.com

@indivlymagic

facebook.com/indivlymagic

Phone: 617-334-5702

Sources

All survey results and statistics were provided by The New York Times Customer Insight Group. Study

Complimentary Statistics were provided by Ipsos Open Thinking Exchange. Article

Images taken from Stock Xchng Photos