Contagious: 6 Reasons Things Catch On - Jonah Berger
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Transcript of Contagious: 6 Reasons Things Catch On - Jonah Berger
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Which is tastier?
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How tasty is the way we engage our audience?
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…doesn’t always win.
The “best” stuff
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To get things to catch on, we need to understand customer behavior
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How can we make our communications tastier?
Help our products and services catch on?
Better engage our audiences (and show ROI)?
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Prof. Jonah BergerJonahberger.com
@j1berger
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“Word of mouth generates more than twice the sales of advertising”
--McKinsey & Company
Jonahberger.com@j1berger
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Psychology > Technology
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Six keySTEPPS
Social Currency
Triggers
Emotion
Public
Practical Value
Stories
Jonahberger.com@j1berger
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%
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B2C
B2BB2P
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Social Currency
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Choices communicate information
Jonahberger.com@j1berger
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(1) How can we make people feel like insiders? Smart, special, and in-
the-know?
Jonahberger.com@j1berger
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Customer Advisory Boards
Invite Only Events and Webinars
Awards and Recognition
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(2) Find the Inner Remarkability
Surprising, novel, or interesting
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Triggers
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Triggers
Top-of-mind means tip-of-tongue
Jonahberger.com@j1berger
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Peanut butter and ___________Rum and ________
“weekends are made for Michelob”
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4 Key Questions
Who do we want to be triggered?
When do we want them to think of us?
What is around them at that time?
How can we link to that thing?
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Live the healthy way, eat 5 fruits and veggies a day
Each and every dining hall tray, needs 5 fruits and veggies a day
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Emotion
When we care, we share
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Public
Built to show, built to grow
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Practical Value
News you can use
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Rule of 100
$5 off$20
$2000 $500 off 25% off
25% off
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Stories
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Maui Jim has great customer service
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Trojan Horse Story
Kernel (Brand or Key Attribute)
Engaging Story
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Panda cheese
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Six key STEPPS to word of
mouth
Social Currency
Triggered
Emotion
Public
Practical Value
Stories
Jonahberger.com@j1berger
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Two Key Next Steps
1) Find Your Kernel
2) Apply the STEPPSFree Crafting Contagious Guide Jonahberger.com/resources