Jonah Berger s Contagious. Pure Brilliant Book Concentrate - Brought To You By SteveDaar.com

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1 Jonah Berger s Contagious Pure Brilliant Book Concentrate - Brought To You By SteveDaar.com

2 Table of Contents P a g e 3 P a g e 4 P a g e 7 P a g e 10 P a g e 13 P a g e 16 P a g e 19 Intro 1: Social Currency 2: Triggers 3: Emotion 4: Public 5: Practical Value 6: Stories

3 Jonah Berger - Contagious SHARE Introduction Where Does Word of Mouth Happen? Only 7% of real word of mouth happens online. In Contagious, Jonah goes over his career s work of how to engineer your products, services, & brand to encourage sharing. Offline discussions are more prevalent & impactful than online ones so we are going to look at how to make your site more shareable both on and off of the web. Jonah created the STEPPS framework for virality: Social Currency Triggers Emotion Public Practical Value Stories Steve Daar Conversion Optimization & Growth Hacking for

4 Chapter 1: Social Currency S

5 Jonah Berger - Contagious SHARE Social Currency Generally, people would rather look smart than dumb. Rich rather than poor. Cool rather than geeky. Craft messages, products, & services that help your target audience achieve their desired impressions. A Few Ways to Achieve this: -Make them feel like insiders -Leverage game mechanics -Provide them with symbols of status they can show others.

6 Jonah Berger - Contagious Examples SHARE Here are two examples to help you get think of ways to integrate social currency for your business: 1) Snapple Facts These facts give the customer an interesting factoid to add to conversation. They ll usually add that they learned it from a Snapple cap. 2) foursquare s Gamification Rewarding users with status symbols and achievements made users more likely to use the social network & share

7 Chapter 2: Triggers T

8 Jonah Berger - Contagious SHARE Triggers Top of mind = tip of tongue. The more often people think about your product or ideas, the more they will be talked about. Design products & ideas that are frequently triggered by your audience s environment. Link your products/ideas to prevalent cues in the environment

9 Examples Let s look at two examples of how other people leveraged Triggers to spark word of mouth: 1) Kit Kat & Coffee By creating a commercial linking Kit Kat bars to coffee, it helped keep Kit Kats top of mind every time people drank a cup of joe (which for coffee drinkers usually is every day) 2) Rebecca Black s Friday After her initial spike in views, there were a bunch of smaller spikes. What did the spikes have in common? They were always on a Friday.

10 Chapter 3: Emotion E

11 Jonah Berger - Contagious SHARE Emotion You want to focus on generating feelings with your story, products, ideas, etc. But you want to focus on high arousal feelings that increase sharing. High arousal feelings: Positive: -Awe -Excitement -Amusement (Humor) Negative: - Anger -Anxiety

12 Jonah Berger - Contagious Examples SHARE Let s look at two examples where emotion was utilized to encourage sharing: 1) Susan Boyle Her Britan s Got Talent Video inspired a great amount of Awe. As a result, it got shared repeatedly and her videos now have hundreds of millions of views 2) United Breaks Guitars One man s story of anger with United Airlines sparked a minirevolution on social media aimed to show airlines that we demand better service.

13 Chapter 4: Public P

14 Jonah Berger - Contagious SHARE Public Design products & initiatives that advertise themselves. The act of buying your product or supporting your cause lasts a very short amount of time. You want there to be behavioral residue that sticks around after that act. People often imitate those around them. We assume that if other people are doing something, it must be a good idea. This is also called Social Proof.

15 Examples My favorite example of Public was on the last slide with the LiveStrong bracelets but here are two more great examples: 1) Lululemon Shopping Bags Lululemon s bags are re-useable so they are less likely to be thrown away and more likely to be re-purposed. I ve seen people use them at the beach, as lunch bags, etc. 2) Sent from my iphone Hotmail was the first company to use this little trick to let recipients see where the sender was mailing from. (This technique doubles as Social Currency for the sender)

16 Chapter 5: Practical Value P

17 Jonah Berger - Contagious SHARE Practical Value Things that provide value to people get shared. If the content or product helps people save time, save money, improve health, etc then it is more likely to be shared. The issue is that people are already swamped with content & information. You must truly have (and highlight) the incredible value what you have can offer. You must also package your knowledge & expertise so that people can easily remember it & pass it on. (Read Made To Stick by The Heath Brothers for help on packaging info. Made To Stick will be coming soon in Concentrate form soon!)

18 Examples Let s look at two examples of how other people leveraged Practical Value to spark word of mouth: 1) Blendtec Blendtec has over one hundred million views to their YouTube videos.for a blender! There are other factors at play here but you get to see how great their blenders are while being entertained. 2) BuzzFeed While BuzzFeed is filled with junk food content, it gets shared. One of the reasons why is that they provide value to specific audience segments that will get shared (e.g. Fans of certain TV shows, tall people, middle children, left handed people, single people, etc)

19 Chapter 6: Stories S

20 Jonah Berger - Contagious SHARE Stories People don t just share information, they tell stories. Embed your product or ideas in a story that people want to tell. In fact, people often don t think in terms of information but rather think in terms of narratives. While people focus on the story itself, information comes along for the ride.

21 Examples Here are two examples of how other people leveraged Story to increase sales: 1) The J Peterman Catalog J Peterman tells stories about what interesting & exciting things people have done (and you could do!) while wearing their clothes. The clothes come along for the ride of the story. 2) Dove s Evolution of Beauty Campaign Dove told a story of unrealistic beauty norms in our society. It was an emotional story that resonated with many people. Because of that, the story was shared often & Dove often was included in the retelling.

22 The Conclusion? Build a Social Currency-laden, Frequently Triggered, Emotional, Public, Practically Valuable Story. But don t forget to hide your message inside! Make sure your desired information is so embedded into the plot that people can t tell the story without it.

23 Ready to take your marketing to the next level? Sign up for Steve s Insiders Updates Here s What Insiders Get: Immediate Access to Pure Brilliant Book Concentrate (Like This!) The Exact Conversion Optimization Framework I Use Provide You With Social Currency After Your Content Gets Shared A Ton Updates From My Blog Or When I Guest Blog On Other Sites SUBSCRIBE NOW!

24 How Did I Do? Contact Me + Let Me Know What You Steve@SteveDaar.com I Cooked Up This Pure Brilliant Book Concentrate to: Give You Immense Practical Value Tell A Story Provide You With Social Currency After Your Content Gets Shared A Ton If I Did My Job Well - - Please Share This PDF With Others Who Can Benefit: