Creating Brands That People Share

One of the most important dynamics for brand building in the modern marketplace is creating a brand that is shareable.  At Orbital Socket, we have made this a core part of our offering and our approach to building successful brands that win in the modern marketplace.  Sharing among people has clearly proven to be one of the most powerful ways for brands to win  Fueling that process is the challenge and opportunity. Once you figure out who they are, where they are going and what drives them to share, you are much closer to having big consistent wins in the marketplace.  The core dynamic of sharing is primarily fueled by relationships.  That would include the relationships that people have or can have with brands but more importantly, it is about how brands fuel engagement between people.  
 
The New York Times Customer Insight Group discovered that there are five key reasons people decide to share things with others. This study on the psychology of sharing and word-of-mouth movements presented a critical opportunity for marketers who want to connect more deeply with their audience and engage with them in the sharing process.  If we can better understand why people share, then we can leverage this information to drive key drivers of brand and business growth. 
 
Most experts will acknowledge that people buy (and share content) from those that they know, like, and trust. Most sharing, as it turns out, is primarily dependent on the personal relationships.  The 5 most common reasons people share are:
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1. To bring valuable and entertaining content to others.  49% say sharing allows them to inform others of products they care about and potentially change opinions or encourage action.
2. To define ourselves to others.  68% share to give people a better sense of who they are and what they care about.
3. To grow and nourish our relationships.  78% share information online because it lets them stay connected to people they may not otherwise stay in touch with.
4. Self-fulfillment.  69% share information because it allows them to feel more involved in the world.
5. To get the word out about causes or brands.  84% share because it is a way to support causes or issues they care about.

​It was also found that some users share as an act of “information management.” 73% of respondents said that they process information more deeply, thoroughly and thoughtfully when they share it. 
 
​So, how can we make this work for your brand?  Here are several ways that can be very effective and game-changing.

1. Create opportunities for people to have conversations with you.  Within the multiple channels that you communicate within, ensure that there are ways for people to engage with you and for you to actually engage with them.  This would include experiences that brand and people and people and people can engage in together.  
2. Make sure that people understand what you stand for so they can readily choose to align themselves with your brand if those values align with theirs.  Remember, not all brands are for all people and not standing for something will by default make you stand for nothing.
3. Provide opportunities for people to co-create your brand and its expression.  The reality that people decide what brands will ultimately stand for by voting at the “add to cart” button and voicing their opinions.  So don’t shy away from the chance to engage them sooner than later in the process.
4. Identify their destination and how your brand can help them get there.  People are more likely to share your story with others if it aligns with and can become a part of their story.  This creates great attraction.
5. Tell your story and your history.  The more personal the brand is presented the more likely people are to connect with it and share that story with others.  It gives them content to add as part of a dialogue in the ongoing story of their lives, a story in the making that you can help shape.

 
Source: The Psychology of Sharing: Why People Share Online, The New York Time Information Group, October 2011