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