1. what
now
about
do
we
k
sharing
ShareThis
|
Starcom
MediaVest
Group
|
Joel
Rubinson
JUNE
2011
©
2011
ShareThis,
Inc.

2. INTRODUCTION
ShareThis
has
partnered
with
Starcom
MediaVest
Group
to
create
the
largest
analyJc
database
of
sharing
acJvity
using
the
ShareThis
network:
the
analysis
largest
7
BILLION
PAGE
VIEWS
of
sharing
300
MM+
USERS
ac5vity
1
THOUSAND
DOMAINS
©
2011
ShareThis,
Inc.

3. SHARING
IS
BIGGER
CLICKING
ON
LINKS
BY
SHARING
CHANNEL
THAN
FANS,
FRIENDS
AND
Other
Facebook
FOLLOWERS
(Bookmarking,
Blogs,
etc)
38%
34%
Sharing
generates
more
than
10%
of
all
internet
traffic
(almost
half
the
volume
of
search)
Twi[er
Email
Facebook
is
the
sharing
largest
channel
17%
17%
at
38%
But
by
no
means
the
only
one,
with
email
accounJng
for
17%
Sharing
is
31%
of
site
referral
traffic!
©
2011
ShareThis,
Inc.

4. THE
WAY
PEOPLE
SHARE
DEPENDS
ON
THE
TYPE
OF
Arts
&
Entertainment
65%
5%
CONTENT
Music
64%
2%
Entertainment
is
primarily
shared
using
Video
Games
46%
social
networks
29%
Business
&
Where
the
content
is
informaJve,
40%
Investment
34%
people
are
more
likely
to
use
email
and
LinkedIn
Health
&
Science
54%
31%
Facebook
MySpace
Twi[er
Email
Other
©
2011
ShareThis,
Inc.

5. SHARING
IS
ABOUT
SCALE
AVERAGE
CLICKS
Reach
is
driven
by
the
first
share
OTHER
TWITTER
FACEBOOK
5.3
4.8
EMAIL
4.3
1.7
The
sharing
methods
drive
different
average
levels
of
sharing
average:
4.8
©
2011
ShareThis,
Inc.

6. ARE
THERE
“INFLUENTIALS”?
Two
Schools
of
Thought:
These
hypotheses
would
imply
very
different
media
strategies,
so
it
is
important
to
idenJfy
which
is
true
INFLUENTIALS
NETWORKED
INFLUENCE
©
2011
ShareThis,
Inc.

7. THE
MYTH
OF
THE
INFLUENTIAL
HOW
MANY
CATEGORIES
DO
PEOPLE
SHARE?
Sharers
tend
to
share
informaJon
about
90%
80%
specific
topics
that
interest
them,
rather
70%
than
having
influence
across
a
wide
range
60%
of
categories
50%
40%
30%
Therefore
marketers
should
not
focus
on
20%
a
small
number
of
influenJal
people,
but
10%
should
reach
as
many
people
as
possible
1
2
3
4
5
6
7
8
9
10
11
12
to
maximize
chances
of
further
propagaJon
Over
80%
of
people
share
only
one
category
in
a
month
©
2011
ShareThis,
Inc.

8. SHARING
IS
ABOUT
MOMENTS
OF
RELEVANCE
The
ubiquitous
nature
of
sharing
means
that,
when
people
share,
it
is
an
‘of
the
moment’
look
into
their
specific
desires
By
building
audiences
around
these
moments
of
relevance,
marketers
can
reach
only
the
consumers
who
are
most
recepJve
to
their
messages
©
2011
ShareThis,
Inc.

9. BUILDING
SCALE
BY
UNDERSTANDING
Arts
CONTENT
Business
Entertainment
Religion
Financial
Services
Music
SUPER-­‐CLUSTERS
Government
Law
Investments
Employment
Video
Games
Shop
Electronics
EducaJon
Technology
Certain
categories
go
together
Real
Estate
ParenJng
in
terms
of
if
one
is
shared,
the
Shopping
Beauty
Shop
Home
Garden
Health
other
is
more
likely
to
be
Shop
Clothing
shared,
giving
adverJsers
AutomoJve
Health
Fitness
Shop
Food
Drink
opportuniJes
for
greater
scale
Science
Shop
Pets
Shop
Beauty
Travel
Sports
©
2011
ShareThis,
Inc.

10. sharing
SCALE
is
about
scale
and
RELEVANCE
relevance
To
benefit
from
sharing,
markeJng
efforts
can
be
planned
to
maximize
scale
and
relevance
©
2011
ShareThis,
Inc.

11. REACHING
AUDIENCES
WHEN
THEY
ARE
MOST
RECEPTIVE
insights
for
marketers
Sharing
behavior…what
people
share,
what
they
click
on…reveals
what
is
relevant
to
them
at
that
moment
Marketers,
should
consider
sharing
to
be
a
sign
of
“inmarketness”
and
a
prime
audience
for
adverJsing
What
have
YOU
shared
today?
People
are
most
to
be
sharing
and
clicking
while
brand
consideraJon
is
sJll
forming
so
sharing
offers
the
relevance
of
search
and
remarkeJng,
but
at
scale
©
2011
ShareThis,
Inc.