Contagious: 6 Reasons Things Catch On - Jonah Berger
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The document discusses six key factors (STEPPS) that drive word-of-mouth and make communications more effective: social currency, triggers, emotion, public, practical value, and stories. It provides examples of how to apply each factor and encourages finding your brand's "kernel" to craft contagious messages. The overall message is that understanding customer behavior and applying the STEPPS framework can help brands better engage audiences and increase sales through word-of-mouth recommendations.
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Contagious: 6 Reasons Things Catch On - Jonah Berger
- 3. How tasty is the way we engage our audience?
- 4. …doesn’t always win. The “best” stuff
- 5. To get things to catch on, we need to understand customer behavior
- 6. How can we make our communications tastier? Help our products and services catch on? Better engage our audiences (and show ROI)?
- 9. “Word of mouth generates more than twice the sales of advertising” --McKinsey & Company Jonahberger.com@j1berger
- 12. Six key STEPPS Social Currency Triggers Emotion Public Practical Value Stories Jonahberger.com@j1berger
- 13. %
- 14. B2C B2B B2P
- 18. (1) How can we make people feel like insiders? Smart, special, and in- the-know? Jonahberger.com@j1berger
- 21. Customer Advisory Boards Invite Only Events and Webinars Awards and Recognition
- 22. (2) Find the Inner Remarkability Surprising, novel, or interesting Jonahberger.com@j1berger
- 31. Peanut butter and ___________ Rum and ________ “weekends are made for Michelob” Jonahberger.com@j1berger
- 33. 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?
- 34. Live the healthy way, eat 5 fruits and veggies a day Each and every dining hall tray, needs 5 fruits and veggies a day
- 36. Emotion When we care, we share Jonahberger.com@j1berger
- 37. Public Built to show, built to grow Jonahberger.com@j1berger
- 38. Practical Value News you can use Jonahberger.com@j1berger
- 39. Rule of 100 $5 off$20 $2000 $500 off 25% off 25% off
- 41. Maui Jim has great customer service Jonahberger.com@j1berger
- 42. Trojan Horse Story Kernel (Brand or Key Attribute) Engaging Story
- 44. Six key STEPPS to word of mouth Social Currency Triggered Emotion Public Practical Value Stories Jonahberger.com@j1berger
- 45. Two Key Next Steps 1) Find Your Kernel 2) Apply the STEPPS Free Crafting Contagious Guide Jonahberger.com/resources