The motivations underlying why people share online content has probably got to be one of the biggest questions in social media. If we knew the right mix we would all be viral sensations! Yes, I know it will be slightly more complicated than that, and I have to say it is something I would like to pick up in my own research (when I find the time). While we are all waiting for me to clear my diary, I thought I would share a little research already conducted in the area.
The Customer Insight Group (CIG), at the New York Times, conducted a three phase study to explore the motivations to share content online.
You can download a copy of the presentation here.
The research comprises of what they call 'ethnographic interviews', a one week sharing panel, and a quantitative survey (personally, I would like more information on the methodology). The main finding is that online content sharing is about 'relationships'.
We are not really learning anything new here. Sharing information is not new, it's just been slightly re-mixed in social media. Conversations and information sharing are always going to be about relationships.
I'm just going to provide a quick overview of the findings...
The CIG find is that there are five types of motivation:
1. To bring valuable and entertaining content to others
2. To define ourselves to others
3. To grow and nourish our relationships
4. Self-fulfilment
5. To get the word out about causes or brands
With six types of content sharer:
1. Altruists
2. Careerists
3. Hipsters
4. Boomerangs
5. Connectors
6. Selectives
I would very much like to know what defines a boomerang content share. I can take a guess at the careerists, but it would have been nice if more information was supplied about the typologies.
The presentation finished with some key guidelines for getting content shared:
1. Appeal to the customers motivation to connect with each other - not just your brand
2. Trust is the cost of entry for getting shared
3. Keep it simple
4. Appeal to their sense of humour
5. Embrace a sense of urgency
6. Getting content shared is just the beginning (very true)
I have to say that I was expecting something a little different in this research. I know I'm using a presentation and I have not emailed for more information (in fear of a sales pitch) but what is here lacks data. For instance, I want to know the definitions, characteristics and motivations for each sharer typology. I also always think that people can understand things better when given a simple model. Having said all that, it is an incremental step in the right direction.
What's your thoughts?
The Customer Insight Group (CIG), at the New York Times, conducted a three phase study to explore the motivations to share content online.
You can download a copy of the presentation here.
The research comprises of what they call 'ethnographic interviews', a one week sharing panel, and a quantitative survey (personally, I would like more information on the methodology). The main finding is that online content sharing is about 'relationships'.
We are not really learning anything new here. Sharing information is not new, it's just been slightly re-mixed in social media. Conversations and information sharing are always going to be about relationships.
I'm just going to provide a quick overview of the findings...
The CIG find is that there are five types of motivation:
1. To bring valuable and entertaining content to others
2. To define ourselves to others
3. To grow and nourish our relationships
4. Self-fulfilment
5. To get the word out about causes or brands
With six types of content sharer:
1. Altruists
2. Careerists
3. Hipsters
4. Boomerangs
5. Connectors
6. Selectives
I would very much like to know what defines a boomerang content share. I can take a guess at the careerists, but it would have been nice if more information was supplied about the typologies.
The presentation finished with some key guidelines for getting content shared:
1. Appeal to the customers motivation to connect with each other - not just your brand
2. Trust is the cost of entry for getting shared
3. Keep it simple
4. Appeal to their sense of humour
5. Embrace a sense of urgency
6. Getting content shared is just the beginning (very true)
I have to say that I was expecting something a little different in this research. I know I'm using a presentation and I have not emailed for more information (in fear of a sales pitch) but what is here lacks data. For instance, I want to know the definitions, characteristics and motivations for each sharer typology. I also always think that people can understand things better when given a simple model. Having said all that, it is an incremental step in the right direction.
What's your thoughts?