Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

5 Driving Forces of Sharing

4 358 vues

Publié le

As retailers and entrepreneurs, it's all-too-easy to reduce sharing to a simplistic, mechanical function that customers "will simply do". And we would be completely wrong.

It turns out that there are several distinct reasons why people share. The New York Times' Customer Insight Group did a study (http://nytmarketing.whsites.net/mediakit/pos/) and identified the 5 following motives:

1. To bring valuable and entertaining content to others
2. To define ourselves to others
3. To grow and nourish our relationships
4. Self-fulfillment
5. To get the word out about causes and brands

Here's a SlideShare we put together to help you think more deeply about these motivations.

Think of these 5 motivations as starting points for evaluating your customers' desires. Your product and your content has to resonate well with at least one of these motivations before your customers will share!

Publié dans : Médias sociaux
  • Soyez le premier à commenter

5 Driving Forces of Sharing

  1. 1. 5 DRIVING FORCES OF SHARING PRESENTED BY
  2. 2. Honey, you should share your toy with your brother.
  3. 3. Why should I share?
  4. 4. Well because...
  5. 5. ... I don’t really have an answer for that. Why do people share anyway?
  6. 6. TO BRING VALUABLE AND ENTERTAINING CONTENT TO OTHERS #1 REASON
  7. 7. I share to enrich the lives of those around me. TO BRING VALUABLE AND ENTERTAINING CONTENT TO OTHERS#1
  8. 8. TO BRING VALUABLE AND ENTERTAINING CONTENT TO OTHERS#1 Example: Sharing this so that my readers can work faster. Source: https://twitter.com/brianclark/status/298867411543810048
  9. 9. Source: https://twitter.com/bznotes/status/527356800169807872 TO BRING VALUABLE AND ENTERTAINING CONTENT TO OTHERS#1 Example: Here’s something entertaining my friends could watch during their breaks!
  10. 10. TO BRING VALUABLE AND ENTERTAINING CONTENT TO OTHERS#1 Source: “The Psychology of Sharing” http://nytmarketing.whsites.net/mediakit/pos/ 94% carefully consider how the information they share will be useful to the recipient. of participants
  11. 11. TO DEFINE OURSELVES TO OTHERS #2 REASON
  12. 12. TO DEFINE OURSELVES TO OTHERS #2 This is who I am.
  13. 13. What do we know about this person? Example: TO DEFINE OURSELVES TO OTHERS #2 Source: https://twitter.com/bakingjames
  14. 14. What about this? Source: https://twitter.com/TheNateGreen Example: TO DEFINE OURSELVES TO OTHERS #2
  15. 15. 68%ofparticipants Source: “The Psychology of Sharing” http://nytmarketing.whsites.net/mediakit/pos/ TO DEFINE OURSELVES TO OTHERS #2 share to give people a better sense of who they are and what they care about.
  16. 16. TO GROW AND NOURISH OUR RELATIONSHIPS #3 REASON
  17. 17. TO GROW AND NOURISH OUR RELATIONSHIPS#3 Shared experiences bring us closer.
  18. 18. These people may not have seen one another, they have a shared childhood experience that connects them together like old friends. TO GROW AND NOURISH OUR RELATIONSHIPS#3 Example: Source: http://www.reddit.com/r/nostalgia/comments/2kz4ud/anyone_remember_when_these_were_popular/
  19. 19. 78%of participants Source: “The Psychology of Sharing” http://nytmarketing.whsites.net/mediakit/pos/ TO GROW AND NOURISH OUR RELATIONSHIPS#3 share information online because it lets them stay connected to people they may not otherwise stay in touch with.
  20. 20. 73%of participants Source: “The Psychology of Sharing” http://nytmarketing.whsites.net/mediakit/pos/ TO GROW AND NOURISH OUR RELATIONSHIPS#3 share information because it helps them connect with others who share their interests.
  21. 21. SELF-FULFILLMENT #4 REASON
  22. 22. SELF-FULFILLMENT #4 I feel valued when my honest thoughts resonate with others
  23. 23. Example: SELF-FULFILLMENT #4 Source: http://www.slideshare.net/dougkessler/the-search-for-meaning-in-b2b-marketing Doug Kessler put together an entire presentation and shared it with the world because he personally felt it was important.
  24. 24. 69%of participants Source: “The Psychology of Sharing” http://nytmarketing.whsites.net/mediakit/pos/ share information because it allows them to feel more involved in the world. SELF-FULFILLMENT #4
  25. 25. TO GET THE WORD OUT ABOUT CAUSES OR BRANDS #5 REASON
  26. 26. TO GET THE WORD OUT ABOUT CAUSES OR BRANDS#5 I believe in this cause and I want others to get involved.
  27. 27. Source: https://twitter.com/PeterTatchell Example: TO GET THE WORD OUT ABOUT CAUSES OR BRANDS#5 What cause do you think Peter Tatchell supports?
  28. 28. What about Leonardo? Example: TO GET THE WORD OUT ABOUT CAUSES OR BRANDS#5 Source: https://twitter.com/LeoDiCaprio
  29. 29. 84%of participants Source: “The Psychology of Sharing” http://nytmarketing.whsites.net/mediakit/pos/ share because it is a way to support causes and issues they care about. TO GET THE WORD OUT ABOUT CAUSES OR BRANDS#5
  30. 30. SHARING IS ALL ABOUT HUMAN RELATIONSHIPS
  31. 31. VISIT BLOG.REFERRALCANDY.COM TO LEARN MORE ABOUT SHARING AND WORD OF MOUTH. weeeeeeeeee...!!
  32. 32. “The Psychology of Sharing” http://nytmarketing.whsites.net/mediakit/pos/ https://twitter.com/brianclark/status/298867411543810048 https://twitter.com/bznotes/status/527356800169807872 https://twitter.com/bakingjames https://twitter.com/TheNateGreen http://www.reddit.com/r/nostalgia/comments/2kz4ud/anyone_remember_when_these_were_popular/ http://www.slideshare.net/dougkessler/the-search-for-meaning-in-b2b-marketing https://twitter.com/PeterTatchell https://twitter.com/LeoDiCaprio CREATED BY

×