{"id":1023,"date":"2015-07-15T06:36:48","date_gmt":"2015-07-15T06:36:48","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/why-people-share\/"},"modified":"2018-01-18T14:32:44","modified_gmt":"2018-01-18T14:32:44","slug":"why-people-share","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/why-people-share\/","title":{"rendered":"Why People Share"},"content":{"rendered":"

At the Word of Mouth Marketing Association\u2019s Summit in 2010, Steve Knox, then CEO of P&G\u2019s in-house word of mouth marketing agency, Tremor, gave a compelling talk entitled \u201cWhy People Talk.\u201d\u00a0 Knox found that consumers talk when we give them an element of surprise that does not fit inside their existing expectations about the brand.<\/p>\n

What motivates us to share<\/i> is closely related to what motivates us to talk. <\/i>However, there are some key differences, nuances and amplifications that should be made.<\/p>\n

UM\u2019s Wave, an annual global tracker of social media trends, specifically probes why people share content via social media.\u00a0 Essentially, sharing content on social media has rapidly become a short-hand form of communication.\u00a0 Whatever we share with others directly reflects on us, the sharer.\u00a0 What we share – from online articles to video clips – is the basis of our social currency.\u00a0 If you agree with the insight \u201cit is easier to appreciate art than it is to create it,\u201d then it naturally follows that it is easier to share content than it is to create it<\/i>.<\/p>\n

Wave shows that when Americans share content, we are happy when someone comments, or re-shares it with others we know.\u00a0 Conversely, we are peeved when people ignore it completely or, worse, they unfollow or block us.<\/p>\n

As Oscar Wilde put it: \u201cThere is only one thing worse than being talked about, and that is not being talked about.\u201d\u00a0 Clearly, what was true about human nature in 1890 is just as true in 2015, regardless of our advances in communications technology.<\/p>\n

In this world of sharing, bloggers have boomed in importance. Wave indicates that consumer trust in bloggers (including video bloggers) has risen from 26 percent two years ago to 37 percent today.\u00a0 As a result, YouTube influencers have mushroomed in importance.\u00a0 Only six\u00a0 years ago, Gary Vaynerchuck led the charge as a YouTube influencer with his energetic Wine Library TV<\/a> which wittily reviewed wines in a very down to earth way, inspiring his thought leadership book, Crush It<\/a>.<\/p>\n

Today, YouTube influencers such as Michelle Phan and Captain Sparklez<\/a> are so successful that their scale has made them \u2018YouTube millionaires.\u2019\u00a0 My own personal favorite, who is less well known in the States, is Zoella<\/a>.\u00a0 Zoella emanates a disarmingly honest demeanor in her how-to videos, with an\u00a0 onscreen candor which reflects the vitality Vaynerchuck championed back in the late 2000s.<\/p>\n

Wave has allowed us to examine the drivers of sharing related to branded content, where we identified 16 key motivators examining why people shared and how this could spur key communications goals such as awareness, consideration, loyalty, etc.\u00a0 An insight map was developed highlighting the relationship between the motivators of sharing branded content and building awareness:<\/p>\n

\"\"<\/p>\n

The best drivers of sharing are in the top right-hand quadrant which is highest for prompting both sharing and awareness.\u00a0 As we might expect, entertaining & fun<\/i> is a lead prime driver, but also very close is what inspires you<\/i> and being useful and something others don\u2019t know<\/i> or tells you something new and unexpected<\/i>.\u00a0 The elements of something others don\u2019t know<\/i> and something new and unexpected<\/i> align with what Steve Knox explored in his talk to word of mouth marketers.<\/p>\n

Not that we should take entertaining & fun<\/i> as a default communications tactic. As Karen Nelson Feld of the Ehrenberg Bass Institute noted in her book on viral videos<\/a>: \u201cFunny isn\u2019t enough\u2026 happiness is OK\u2026 but exhilarating is what we want.\u201d<\/p>\n

All the findings in this area clearly indicate the higher we can inspire a consumer\u2019s emotions, the greater the chance of boosting their brand-related shares<\/b>. Increasingly, brands are stepping into this area since it is where the greatest consumer response can be tapped. For example, several women\u2019s brands have advocated what it really means for women to be empowered, not only Unilever\u2019s Dove<\/a> and P&G\u2019s Always<\/a> but also Under Armor<\/a> – attracting mass media attention<\/a> along the way.<\/p>\n

This particular branch of empowering viral videos reflects the \u201cinspiring\u201d element seen in the Wave map.<\/p>\n

In truth, while we can identify the ingredients of why people share, the success of any one individual video also depends on luck and timing.\u00a0 What is emerging is that underlying truth behind social media sharing goes beyond Knox\u2019s element of surprise or Oscar Wilde\u2019s insight about not being talked about.\u00a0 It also reflects the biblical view on the power of sharing and reciprocation that \u201cIt is better to give to than to receive.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

At the Word of Mouth Marketing Association\u2019s Summit in 2010, Steve Knox, then CEO of P&G\u2019s in-house word of mouth marketing agency, Tremor, gave a compelling talk entitled \u201cWhy People Talk.\u201d\u00a0 Knox found that consumers talk when we give them an element of surprise that does not fit inside their existing expectations about the brand.<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,6],"tags":[],"class_list":["post-1023","post","type-post","status-publish","format-standard","hentry","category-thought-leadership","category-um-in-the-news"],"acf":[],"yoast_head":"\nWhy People Share - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/why-people-share\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why People Share - 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