sharing is daring: why do people share things online?
DESCRIPTION
Do you want your content to be shared by your customers online? First, you need to understand HOW and WHY your customers are sharing online to be able to design your content to meet your customers NEEDS. Comments Welcome!TRANSCRIPT
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
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