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Contagious Why Things Catch On Pdf Downloadcombines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you’ve wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious Why Things Catch On Pdf explains why, and shows how to leverage these concepts to craft contagious content.
About Contagious Why Things Catch On Pdf
What makes things popular? Why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?
This Contagious Jonah Berger Free Pdf Download provides a set of specific, actionable techniques for helping information spread—for designing messages, advertisements, and information that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, contagious why things catch onwill show you how to make your product or idea catch on.
If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?
Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In this contagious why things catch on by jonah berger book, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos.
Jonah Berger has given us a very good read that builds on “Switch” and “The Tipping Point.” In essence we are introduced to a means to put into practice what were simply observations in the Heath’s and Gladwell’s separate takes on how to influence others. Those of us who work across sectors in community are always trying to find the magic formula for engaging and moving our respective audiences to action.
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For Berger, there are six essential factors that contribute to contagious ideas: think of them as the STEPPS to having your ideas catch on. Not all elements are necessary for an idea to catch on, but a combination of some or all these elements would certainly increase the likelihood. (A key note here is that this is not all about virality in an Internet context — according to Berger only 7% of real world contagion occurs on the web; the vast majority of ideas that catch on are still transported word of mouth.) A quick look at some of the most successful viral campaigns reveals each of these elements at work.
Social currency. We share things that make us look good or help us compare favorably to others. Exclusive restaurants utilize social currency all the time to create demand. In community: involvement in an effort to solve seemingly intractable problems would provide social currency, but if jargon makes it too hard to explain either the issue or the solution we preclude virality.
Triggers. Ideas that are top of mind spread. Like parasites, viral ideas attach themselves to top of mind stories, occurrences or environments. For example, Mars bar sales spiked when in 1997 when NASA’s Pathfinder mission explored the red planet. In community: think of how to frame your ideas in order that they might have triggers for the larger community. For example: your work on poverty reduction might have more triggers if you were also able to talk about it in economic development or community betterment terms.
Emotion. When we care, we share. Jonah analyzed over six months of data from the New York Times most emailed list to discover that certain high arousal emotions can dramatically increase our need to share ideas – like the outrage triggered by Dave Carroll’s “United Breaks Guitars” video. In community: we’ve been fairly adept at the first part of the equation – care – but we have had more difficulty with creating the vehicle for sharing, be it a video, website or story.
Public. People tend to follow others, but only when they can see what those others are doing. There is a reason why baristas put money in their own tip jar at the beginning of a shift. Ideas need to be public to be copied. In community: the question should be: what is the behavior we want repeated and how to we publicly model it.
Practical. Humans crave the opportunity to give advice and offer tips (one reason why advocate marketing works – your best customers love to help out), but especially if they offer practical value. It’s why we `pay it forward’ and help others. Sharing is caring. In community: have you provided your advocates with a story, checklist or tool to share that brings practical value. Many communities have developed a “kindergarten-readiness checklist” for this purpose.
Stories – People do not just share information, they tell stories. And stories are like Trojan horses, vessels that carry ideas, brands, and information. To benefit the brand, stories must not only be shared but also relate to a sponsoring company’s products. Thus the epic failure of viral sensations like Evian’s roller baby video (50M views) that did little to stem Evian’s 25% drop in sales.
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As you are developing your marketing campaign or community engagement strategy, you should put it through the test of the STEPPS elements. It will move you from your frame of reference to your audiences’ and that is the being of being contagious!