Do you want your content to be shared by your customers online? First, you need to understand HOW and WHY your customers are sharing online to be able to design your content to meet your customers NEEDS. Comments Welcome!

1. Why do people share things online?
Donuts
PETER ABBOTT Inside

2. Your Customer is Key
 You have defined your customer across every
possible demographic ✓
 You have determined their NEED for your
product ✓
 You want to be their solution to a problem ✓

3. But…Do you really understand
your customer?
 Do you understand their online habits?
 Do you understand what information they
are looking for?
 Do you understand what types of online
networks they are involved in and WHY?
 Do you understand what is compelling or
intriguing to them?

4. Enter the SHARE
Hint: They are Sharing
 One powerful way you
can understand your
customers needs and
interests is by
understanding HOW and
WHY they are interacting
with content online.
 You can leverage this
insight to create
content that gets
SHARED

5. The How
 A HUGE way people interact with content today is
by SHARING it through different social networks
online.
 Your audience is receiving, interacting, compiling
recreating, and redistributing content online.
 They are carefully selecting intriguing and
educating content and SHARING it through
different social channels
Top 4 Social Media Sharing Platforms for B2B
-Facebook -Twitter
-Google+ -Pinterest

6. The Why
1. There’s too much clutter
 Sharing is an attempt to organize and understand things
amidst all the hodgepodge on the world WIDE web.
 Remember cleaning out your grandparents’ basement -
lot’s of nonsense but sometimes you found a few gems
that were worth sharing.
 According to a survey, 73% of participants said they
process information more deeply, thoroughly and
thoughtfully when they shared it.
There’s too
much noise!

7. The Why
2. Sharing is Daring to be SOCIAL
 We are social creatures - we have been from the
beginning, yes I’m talking to you Mr. Hunter
Gatherer.
 We spend an AVERAGE of 3.6 hours per day on
social media sites. That’s pretty close to 25% of
the time we are awake.
 One in every SEVEN minutes spent online is spent
on Facebook. Holy Guacamole!
 If you don't believe me check this out!

8. We Have Needs!

9. The Internet Shook Things Up
Drink
plenty of
water

10. Let’s Dig Deeper
Sharing is an extension of the self
• So which parts of the self will we extend?
Sharing fulfills our NEED to be social
• Why do we satisfy that NEED with a share?

11. The Why 2.0
What Motivates us to Share?
1. To bring valuable and entertaining content
to others
2. To grow and nourish our relationships
3. To define ourselves to others
4. Self-fulfillment
5. To get the word out about causes or brands

12. 1. To bring valuable and
entertaining content to others
 49% of people surveyed said sharing allows them to
inform others of products they care about and potentially
change opinions or encourage action
 We have an altruistic innate tendency to help other people
out
 Reciprocation is nice but it doesn’t have to work that way
Desire Me love
Sharing you long
to help time

13. 2. To grow and nourish our
relationships
 73% of people surveyed said they share information
because it helps them connect with others who share their
interests
 It’s all about the relationships baby.
Stay
connected
I have 403
Facebook
friends, YAY!

14. 3. To define ourselves to others
 68% of people surveyed said they share to give people a
better sense of who they are and what they care about.
 Sharing helps us develop our own unique identity
Where
do I fit
in?
Who
am I?
What
do I
like? CONTENT

15. 4. Self-fulfillment
 69% of people surveyed share information because it
allows them to feel more involved in the world
 We have a desire to feel helpful and contribute part of
ourselves to the outside world.
Oh man I
love
llamas, Tha
nks dude!

16. To get the word out about causes
or brands
 84% of people surveyed said they share because it is a way
to support causes or issues they care about
 Sharing is daring but it is also about caring
I’m going
GREEN
Bruce
Springsteen!

17. Marketers Delight
 Sharing on social media networks fills an innate human
need to be SOCIAL.
 Social networks are going to become larger more complex
and more specific to users needs.
 It is CRITICAL for any serious business to share content
with users that satisfies their NEED to be SOCIAL and
encourages them to SHARE.
 Serious companies are taking advantage of this
opportunity to turn customers into REPRESENTATIVES of
their brand.

18. Smart Content Marketing Theory
 Customers are content marketers, too! They are
sharing content as a way to reflect perception of
themselves.
 If the content is PERSONAL enough to them they
may just feel the need to share it, developing their
sense of self and fulfilling their NEED to be social.
 If your brand helps customers PROMOTE
themselves, they will PROMOTE your brand.

19. Marketers Delight

20. Marketers Delight 3.0
Brand
successfully
extended
Customers act
as an
extension of
your brand
Content acts
as an
extension of
That’s way too
Content acts your
many
as an customer’s
extensions
extension of brand
your brand

21. But what to share?
Cooking Movies
I’m so
confused, I
think I need
a donut

22. Donuts are cool but…let’s recap
 Sharing things satisfies our NEED to be SOCIAL
 Create your content with the intention of satisfying
your customer’s SOCIAL NEEDS.
 Design your content specifically to be SHARED and
turn customers into advocates of YOUR BRAND.
 Design your content to be SOCIAL and encourage
SHARING throughout social networks and your
customers will LOVE you for it!

23. The Big Question?
 Is your brand SHARING content to satisfy
your customer’s NEEDS.
 Break bread with your customers.
 Be Daring and START SHARING.
I love
bread!

24. Want more…
 Part Two of this presentation will focus on
how marketers can design their content to
INFLUENCE sharing.
That’s
INTENSE!

25. About Us
 We’re a blogging and social media company that love
to help our clients grow their site traffic
Visit us at magic.indivly.com
@indivlymagic
facebook.com/indivlymagic
Phone: 617-334-5702

26. Sources
 All survey results and statistics were provided by The New
York Times Customer Insight Group. Study
 Complimentary Statistics were provided by Ipsos Open
Thinking Exchange. Article
 Images taken from Stock Xchng Photos