"Consumers" used to be characterized according to predefined demographic criteria, and later according to lifestyle and choices.
This has now eventually morphed into social behaviour trends, led by social media.
NB: This is an analysis by Carlos Perez from BeFresco.
Today, the social traveller can be defined according to his sharing habits: all travellers share, in different ways and driven by different motivations.
After analyzing travellers’ motivations for sharing, we have identified seven main drivers:
Content driven
1. Proof of Life
A primarily self-centered driver that responds to a sense of urgency and immediacy. Frequently associated with doers and "Achievers", and fast-paced people.
2. Knowledge
Closely associated with curiosity. Travellers eager to learn and to share their learnings. Tend to position themselves as "scouts".
3. Values
People who try to behave according to morale and principles, who believe that values are essential.
They tend to share findings that either confirm or challenge their beliefs. They frequently request or expect specific feedback, or trigger some kind of reaction around themselves ("judges").
4. Advice
Sharing useful information is a strong motivator for many people. It requires little effort, and nearly always provides positive feedback from recipients (“Facilitators“).
Container (vehicle) driven
5. Fun
An essential element of human relationships and social behaviour, fun motivates many people into sharing a smile or triggering a good laugh to reinforce popularity within one´s group.
Most of the time, fun is just a clever vehicle for underlying heavier contents related to values, politics or social issues put forth by the "Entertainers".
6. Storytelling
People motivated by storytelling tend to elaborate and mix several messages in their communications. They tend to come across as "a low-profile" "storytellers".
(Inner) Travel driven
7. Insight
Conversation is an ongoing process among people, especially in social networks, where most conversations not only take place between two -or more- people at one time, but extend over many hours, days, and even weeks.
Thus, many people illustrate their views or beliefs with examples as they occur.
In many occasions, news and learnings help us gain insight or evolve as human beings. Inner travel is the ultimate goal for travel: sharing insight has an extremely assertive effect as the power of transformation ("transformers").
NB: This is an analysis by Carlos Perez from BeFresco.
NB2:Social media sharing image via Shutterstock.