Why We Share

72
Share with me @angel #sharing 1 Why We Share: Motivations At The Heart of #Sharing

description

User Experience Designers are increasingly asked to design for social engagement with features like following, commenting, and the critical piece of the viral web; sharing. Tweets, status updates, and content forwards are woven into many of the products and services we use every day, but do we really understand what makes people ~want to share in the first place? You can’t just add a button and expect a digital tsunami of shares. To get sharing right, you must understand the basic motivations of sharing and create a framework appropriate to the context. This presentation explores the evolution of sharing behavior, the 3 main psychological motivations that drive people to share, and Guidelines for creating inspired sharing frameworks Ultimately, sharing is good for us as a species and fantastic for the UX community. Find out why and discover how to tap the human desire to share to create happier customers, happier users, and a happier you.

Transcript of Why We Share

Page 1: Why We Share

Share with me @angel #sharing 1

Why We Share:Motivations At The Heart of #Sharing

Page 2: Why We Share

Share with me @angel #sharing 2Illustration byBrian Solis and Jesse Thomas available under a Creative Commons Attribution-Noncommercial license. 

New ways to share our lives and thoughts with each other are being added to this rainbow all the time. But what makes us WANT to share?

Page 3: Why We Share

Share with me @angel #sharing 3

To varying degrees, we are all engaged in a dance of social media – a performance which entails being selective about what you show.

Unlike these dancers, most of us lack the grace and coordination to do this well.

Page 4: Why We Share

Share with me @angel #sharing 4

I mean this kind of sharing…

Page 5: Why We Share

Share with me @angel #sharing 5

Share Icon

Designers are increasingly asked to design for social engagement and judged by likes and forwards. We must understand what drives it.

Page 6: Why We Share

Share with me @angel #sharing 6

“No, mine!”

Jude Rolleg2 years old

Kids start out as selfish creatures but we develop egalitarian sharing by the time we’re 7. It’s coded into our culture and our DNA.

Page 7: Why We Share

Share with me @angel #sharing 7

Sharing is a reciprocal dance. The warm-fuzzy feeling sharing gives us is tied to our relationship types.

Page 8: Why We Share

Share with me @angel #sharing 8

Sharing evolved with our relationships

Dominance Communality

Reciprocity

Gimme that banana

or else!Let’s share

these berries…

Spouse

Friend

You scratch my back,

I’ll scratch yours.

Page 9: Why We Share

Share with me @angel #sharing 9

Sharing is a survival skill.

Everyone’s jumping. It must be safe!

Page 10: Why We Share

Share with me @angel #sharing 10

Why?

Page 11: Why We Share

Share with me @angel #sharing 11

Followers? Influence? Badges?

Page 12: Why We Share

Share with me @angel #sharing 12

Cash & Prizes?

Win $7,500!Win $7,500!

Page 13: Why We Share

Share with me @angel #sharing 13

Brand “Likers” say they become fans to just to receive discounts & promotions.

40%

Page 14: Why We Share

Share with me @angel #sharing 14

Marketers are smart for tapping into our desire to share because we do naturally.

Page 15: Why We Share

Share with me @angel #sharing 15

Beyond reward systems, sharing satisfies three basic human goals.

Page 16: Why We Share

Share with me @angel #sharing 16

1. Bragging

Page 17: Why We Share

Share with me @angel #sharing 17

AfterBefore

We focus on the best version of the truth, editing out the bad parts and Instagramming the rest until we look hapy and well-adjusted.

Page 18: Why We Share

Share with me @angel #sharing 18

It’s not 100% narcissism. Brags can have altruistic content like sharing potentially interesting or useful information.

Page 19: Why We Share

Share with me @angel #sharing 19

You’rehuman.

Page 20: Why We Share

Share with me @angel #sharing 20

Bragging seeks validation. The like button Is popular because it gives responders a 1-click way to respond appropriately.

Page 21: Why We Share

Share with me @angel #sharing 21

1 To spread valuable/entertaining content

To define ourselves to others

To nourish relationships

Self-fulfillment

To get the word out about causes or brands

2

3

4

5

This is ALL bragging, really.

Page 22: Why We Share

Share with me @angel #sharing 22

2. Complaints

Page 23: Why We Share

Share with me @angel #sharing 23

Complaining can be constructive. Just ask Joshua Kaufman, who blogged complaints after Oakland police ignored the fact that he could provide them with photos of the thief and the exact location of his stolen laptop.

Page 24: Why We Share

Share with me @angel #sharing 24

Success! Recovered property 5k new Twitter followers WINNING

+

Page 25: Why We Share

Share with me @angel #sharing 25

Ditto / +1 / RTComplaining seeks agreement. So we’ve created short-hand ways to quickly agree with complaints that resonate for us.

Page 26: Why We Share

Share with me @angel #sharing 26

3. Reaching Out

Page 27: Why We Share

Share with me @angel #sharing 27

Page 28: Why We Share

Share with me @angel #sharing 28

Almost instantly, I received a flood of comfort and reassurance. (She’s fine now, by the way.)

Page 29: Why We Share

Share with me @angel #sharing 29

Facebook &Twitter encourage emotive, impulsive sound-bites. Blogs allow us to craft an ongoing narrative: a whole, imperfect human being.

Page 30: Why We Share

Share with me @angel #sharing 30

I feel utterly alone.

Page 31: Why We Share

Share with me @angel #sharing 31

Maybe we need something like this? We never want to feel alone in the world. So we share in the hopes that someone will respond.

Page 32: Why We Share

Share with me @angel #sharing 32

So What?

Page 33: Why We Share

Share with me @angel #sharing 33

All this matters because people’s contexts have changed.

Behavior has changed.

Page 34: Why We Share

Share with me @angel #sharing 34

Knowing what motivates people to share means that we can design more optimal sharing mechanisms.

Page 35: Why We Share

Share with me @angel #sharing 35

Top 6 Social Design Characteristics:1. Landscape2. Frameworks3. Social Objects4. Personal Boundaries5. Privacy6. Friction

Give people tools to brag, complain, and reach out while considering these.

Page 36: Why We Share

Share with me @angel #sharing 36

1. Landscape

Page 37: Why We Share

Share with me @angel #sharing 37

The landscape is crowded. How will your system fit in?

Page 38: Why We Share

Share with me @angel #sharing 38

Conversation

Family/Friends

Professional Trust

Intimacy

Social Layer Cake

Page 39: Why We Share

Share with me @angel #sharing 39

The plethora of sharing capabilities has given rise to tools that let people daisy chain their social networks together.

Page 40: Why We Share

Share with me @angel #sharing 40

Cross Post to Facebook, Twitter, Foursquare, and Tumblr.

Page 41: Why We Share

Share with me @angel #sharing 41

Google+ neglected to let people cross post to Facebook and that has negatively affected their adoption rate.

Page 42: Why We Share

Share with me @angel #sharing 42

2. Frameworks

The frameworks you design will shape the

way people share.

Page 43: Why We Share

Share with me @angel #sharing 43

Dominance

Relationship Frameworks

Will your new system foster competition for dominance?

Page 44: Why We Share

Share with me @angel #sharing 44

Dominance Communality

Relationship Frameworks

Show people their common interests?

Page 45: Why We Share

Share with me @angel #sharing 45

Dominance Reciprocity

Relationship Frameworks

Or help people make exchanges of goods and services?

Page 46: Why We Share

Share with me @angel #sharing 46

Reciprocal

Reciprocal

Asymmetric

qq

qConversation Frameworks

Page 47: Why We Share

Share with me @angel #sharing 47

Conversations that lead to friendship.Conversations that lead to money?

Friendships that lead to conversations.

Conversation Frameworks

Page 48: Why We Share

Share with me @angel #sharing 48

Friend Purgatory?

People who fall outside our relationship frameworks end up in limbo neither confirmed nor deleted.

Page 49: Why We Share

Share with me @angel #sharing 49

What are the social objects you expect people to share?

3. Social Objects

Page 50: Why We Share

Share with me @angel #sharing 50

Location became a social object when Foursquare started asking, “Where are you?”

Page 51: Why We Share

Share with me @angel #sharing 51

note

tip

business

photolocation

location

caption

photo

= social object

= meta data

Page 52: Why We Share

Share with me @angel #sharing 52

‘s Social Objects: •Photos •People •Location •Music •Thoughts•Awake/Sleeping

Asking for a new social object (awake/sleeping) invites new behavior such as recording dreams.

Page 53: Why We Share

Share with me @angel #sharing 53

DataIdeas

Skills

Stuff

Space

We started using the internet to share data and ideas.

Now we’re witnessing a paradigm shift toward sharing in the offline world because of the online technology that enables a wider circle of trust.

Page 54: Why We Share

Share with me @angel #sharing 54

Now we barter our special skills and share everything from, bicycles, co-working spaces, nannies, extra room in our houses, and time driving our cars.

Page 55: Why We Share

Share with me @angel #sharing 55

4. Personal Boundaries

Page 56: Why We Share

Share with me @angel #sharing 56

The tyranny of group think?

Page 57: Why We Share

Share with me @angel #sharing 57

Your share history is a digital tattoo that you can never erase.

The less savvy sharers have the opposite problem. One of the consequences of careless sharing is that every ugly word or unflattering photo is out there forever.

Page 58: Why We Share

Share with me @angel #sharing 58

Friends Don’t Let Friends Facebook

Drunk.It’s helpful for us to consider ways to help people maintain appropriate boundaries.

Wouldn’t it be great if we created social tools that helped people be better at social relationships? Tools that help them avoid awkward social situations and faux pas.

Page 59: Why We Share

Share with me @angel #sharing 59

Like this one.

Page 60: Why We Share

Share with me @angel #sharing 60

Or systems like these where sharing is done among smaller, more intimate groups so people let their guard down without fear of embarrassment.

Page 61: Why We Share

Share with me @angel #sharing 61

5. Privacy

Our willingness to share personal info in public space is tempered by a need to keep some things available for certain eyes only.

Page 62: Why We Share

Share with me @angel #sharing 62

YOU and 5 other friends like Skinny Jeans

Like Skinny Jeans? Color Jeggings are the same fit. Look great for Spring!

Trading Privacy for Value

Page 63: Why We Share

Share with me @angel #sharing 63

Page 64: Why We Share

Share with me @angel #sharing 64

Facebook Privacy Policy is longer than the US Constitution

Page 65: Why We Share

Share with me @angel #sharing 65

Our Mental Models = Reality

Page 66: Why We Share

Share with me @angel #sharing 66

Make sure that people get:

1. Value in the exchange2. Straightforward options3. The right to choose4. Consent without

deception

Page 67: Why We Share

Share with me @angel #sharing 67

6. Friction

Without friction, sharing loses its

meaning.

Page 68: Why We Share

Share with me @angel #sharing 68

Page 69: Why We Share

Share with me @angel #sharing 69

Stream of frictionless shares.

Page 70: Why We Share

Share with me @angel #sharing 70

Open Graph means frictionless shares are on the rise.

Page 71: Why We Share

Share with me @angel #sharing 71

Make it easy but make it meaningful.

Page 72: Why We Share

Share with me @angel #sharing 72

@angel

Thank You.Share with me