Stories are vessels – so build a Trojan Horse. So be sure to find the inner-remarkability (e.g. Social Currency. However, not all ideas are created equal. When we care, we share. “Jonah Berger knows more about what makes information ‘go viral’ than anyone in the world.” —Daniel Gilbert, author of the bestseller Stumbling on Happiness What makes things popular? I’ll now think of his viral “STEPPS” formula anytime I’m putting together an advertisement or promotional video, or especially designing a user interface from the ground up. They want to seem smart, cool, and in-the-know. And kindle the fire using high arousal emotions. Namely: Social Currency. So highlight incredible value and expertise so that people can easily pass it on. So, why is sharing important? We will send you an email with instructions on how to redeem your free eBook, and associated terms. In this book, Berger outlines six principles of contagiousness, which cleverly create the acronym STEPPS. Why do some articles make the most emailed list? Berger means: likely to spread; to diffuse from person to person and through social transmission; to be talked about, shared, or imitated by consumers, coworkers and constituents. People care about how they look to others. Which concepts in the framework apply? The next time you consider a new initiative, think about the STEPPS. In Wharton marketing professor Jonah Berger ‘s new book, Contagious: Why Things Catch On, he identifies six principles that cause people to talk about and share an idea or product. Read the world’s #1 book summary of Contagious by Jonah Berger here. They want to seem smart, cool, and in-the-know. Contagious Discussion Guide. What are the six steps to making your ideas contagious? My work is 100% original, plagiarism free, Edited, formatted, and ready for you to add your name to it. Unruly recently hosted a research breakfast with Jonah, who is also a marketing professor at the Wharton School at the University of Pennsylvania, where he outlined his 6 key STEPPS that will enable advertisers to craft contagious content. Consistent throughout all viral content, are six key ingredients or “STEPPS:” Social Currency; Triggers; Emotion; Public; Practical Value; Stories – none of which are mutually exclusive but are all independently available for use on your product or idea wherever and whenever it makes the most sense. Berger starts with … You just have to get people to talk.The challenge, though, is how to do that. Valuable Virality: How Marketers Can Create Social Video Hits Which Drive ROI, Video Tech Company Unruly Launches Predictive Algorithm In Brazil, Unruly Launches Data-Driven Tool To Predict ‘Shareability’ Of Ads Before Launch, Using Celebrities To Drive Word-Of-Mouth Is Waste Of Money, Says New Report, America’s First Social Video Lab Opens To Help Brands Find Out What Makes An Ad Go Viral. Jonah Berger’s book, ‘Contagious: Why Things Catch On‘ breaks down the ingredients that makes stuff spread. 1. Contagious – Why Things Catch On adds useful new examples, and a new STEPPS mnemonic into the innovators vocabulary. This simple structure makes it easy to follow along and the lack of technicality makes this book practical for anyone with little background in the field of business. Tell us what you like and we'll recommend books you'll love. Berger’s cases are not only topical and relevant, but his principles seem practical and are easily understood ” —The Christian Science Monitor STEPPS is the acronym to the following characteristic features of the highest viral achievements: Social Currency, Triggers, Emotions, Public, Practical Value and … As the author of Contagious: Why Things Catch On, Jonah is an expert in social epidemics and the science of shareability. He has consulted for a range of Fortune 500 companies, keynoted hundreds of events, and popular accounts of his work often appear in places like The New York Times, The Wall Street Journal, and Harvard Business Review. It's available to everyone.Whether you're a Fortune 500 company trying to increase sales, a corner restaurant trying to raise awareness, a non-profit trying to fight obesity, or a newbie politician running for city council, word-of-mouth can help you succeed. Jonah Berger: 6 Key STEPPS To Creating Contagious Content, So, why is sharing important? Samuel Hum. Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and internationally bestselling author of Contagious, Invisible Influence, and The Catalyst.He’s a world-renowned expert on social influence, word of mouth, and why products, ideas, and behaviors catch on and has published over 50 papers in top-tier academic journals. After analyzing hundreds of contagious messages, products, and ideas, we noticed that the same six ‘ingredients,’ or principles, were often at work. This guide will teach you how. He is considered an expert on word of mouth, social influence and viral marketing. Word-of-mouth. Emotional content often goes viral, so focus on feelings rather than function. Jonah Berger in his book Contagious speaks about how the key to success of a product or idea is word of mouth, which is available to everyone and the most persuasive method. Connor’s … In this book Jonah Berger talks about why things catch on or go viral in a sense. Consider the STEPPS to be ingredients in your recipe (business or product idea) you don’t necessarily need to have every ingredient in place, as there are many products and services that’ve spread like wildfire with only a couple… but the more you have the greater chance it becomes … Will it Blend?) “ Contagious contains arresting — and counterintuitive — facts and insights. Create a narrative or story that people want to tell which carries your idea along for the ride. Noel introduced us to STEPPS and Jonah Berger’s book Contagious as a guide to how they deal with making ideas for clients successful. He’s a world-renowned expert on social influence, word of mouth, and why products, ideas, and behaviors catch on and has published over 50 papers in top-tier academic journals. By clicking 'Sign me up' I confirm that I'd like to receive updates, special offers, including partner offers, and other information from Simon & Schuster Inc. and the Simon & Schuster family of companies. © 2020 Simon & Schuster, Inc. All rights reserved. Contagiouscombines groundbreaking research with powerful stories. Click here to read our latest article on Small but mighty: making sense of 6 second video. And thats precisely what it is: a science. Unruly recently hosted a research breakfast with Jonah, who is also a marketing professor at the Wharton School at the University of Pennsylvania, where he outlined his 6 key STEPPS that will enable advertisers to craft contagious content. In this book, Berger reveals the secret science behind word-of-mouth and social transmission. Berger explains that “regardless of how plain or boring a product or idea may seem, there are ways to make it contagious…” if you know the right way to do it. Contagious is a first-class book that any business owner or marketer should definitely have on their shelf and re-visit regularly. RE: What are the STEPPS Jonah Berger addresses in his book Do You need help with your school? Why do some YouTube videos go viral? In this book Jonah Berger talks about why things catch on or go viral in a sense. Indeed, word-of-mouth generates more than two times the sales of paid advertising and is the primary factor behind 20-50% of all purchasing decisions.It is between 8.5 and 30 times more effective than traditional media.But want to know the best thing about word-of-mouth? Want to get the main points of Contagious in 20 minutes or less? He published the “secret formula” to viral content in his book, Contagious: Why Things Catch On. Contagious - Why things catch on explains the 6 things your product need to make people talk about it! Download this handy reference to hang up at your desk. It can be very difficult to get heard in this noisy world but Berger does offer some strategies that could make your next leadership venture more successful. We love to be a friend in need and in deed. Why are some products and ideas talked about more than others? contagious why things catch on - jonah berger ... ... good Get our latest book recommendations, author news, competitions, offers, and other information right to your inbox. 351). Contagious: Why Things Catch On. Emotional content often goes viral, so focus on feelings rather than function. Six key STEPPS, as I call them, that cause things to be talked about, shared, and imitated” (loc. Contagious Book Summary. Thank you for signing up, fellow book lover! People care about how they look to others. This book will show you how. The book is split up into six chapters, each tackling their own part of Berger's STEPPS theory - Social currency, triggers, emotion, public, practical value and stories. My Contagious Conclusion: I gained a tremendous amount of insight from Jonah Bergers’ Contagious. Top-of-mind means tip-of-tongue. Learn more about why emotional videos work better in our. I Can write your papers, do your presentations, labs, and final exams too. New York: Simon and Schuster People care about how they look to others. Jonah has spent over 15 years studying how to get more word of mouth, how social influence works and how it drives products and makes ideas catch on. Six STEPPS "Top of mind means tip of tongue" - Contagious, page 79 Let’s start by defining the term contagious. Learn more about why emotional videos work better in our E for Emotions post. Contagious Framework (STEPPS) Want a quick and easy way to remember the book’s key ideas? Because Nielsen studies have shown that consumers trust WOM more than any other medium, and word of mouth creates advocacy, which is 50x more likely to trigger a purchase (, Unruly recently hosted a research breakfast with Jonah, who is also a, Wharton School at the University of Pennsylvania. Design products and initiatives that advertise themselves (e.g. 1) Social Currency: “We Share Things That Make Us Look Good” “Does talking about your product or idea make people look good? There’s a lot of value packed in the 213 page book. Get a FREE e-book by joining our mailing list today! Do the same analysis for the last viral video you watched, hot restaurant you tried, hit movie you saw, etc. Contagious Summary Get our latest book recommendations, author news, competitions, offers, and other information right to your inbox. ... STEPPS is a framework that can help people create ideas or products that will go viral. Jonah Berger outlines STEPPS which is an acronym for the steps he believes are the reasons of why things catch on and companies can use these to market their company and be successful with creating a buzz about their company or product. A few weeks back, Connor, a Brand & Mortar colleague, introduced me to a book, Contagious: Why Things Catch On by Jonah Berger. Berger, J. As a finalist in Esquire's Best Dressed Real Man contest, Samuel is ReferralCandy's fashion eCommerce expert and resident sartorialist. To find out more about Jonah’s research on how things catch on, you can buy his book ‘Contagious’ from Amazon or any major retailer. And kindle the fire using high arousal emotions. Click here to read our latest article on Small but mighty: making sense of 6 second video. They want to seem smart, cool, and in-the-know. 6 STEPPS to Viral Marketing Success. Luck and cats. This is a topic that we have been passionate about at Unruly since inception back in 2006. And you don't have to have millions of dollars to spend on an advertising budget. After analyzing hundreds of contagious messages, products, and ideas, Jonah Berger noticed that the same six “ingredients,” or principles, were often at work: Social Currency ; Triggers; Emotion ; Public; Practical Value; Stories ; These principles can be compacted into an acronym. As mentioned in the introduction, the factors that make up these STEPPS are 1. Read to Lead. Visit https://lindashelp.com to learn about the great services I offer for students like you. red bottom shoes) and create some visible behavioural residue. Of the six wonderful principles (STEPPS) explained i believe that word of mouth is most effective. The $100 Dollar Cheesesteak Gone Viral. It’s a topic also covered by Dr Jonah Berger in his New York Times and Wall Street Journal bestseller Contagious: Why Things Catch On. So you now know what makes a video shareable, but how long should it be? When we care, we share. News you can use. Check out our illustrated summary of Contagious, or check out the book here. Finally, using the acronym STEPPS (drawn from his book Contagious), Berger shared that there are 6 points that we should consider to make our content spread virally. Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and internationally bestselling author of Contagious, Invisible Influence, and The Catalyst. Download Now. (2013). So be sure to find the inner-remarkability (e.g. Taken together, they spell STEPPS. The New York Times bestseller that explains why certain products and ideas become popular. Digital products purchased from this site are sold by Simon & Schuster Digital Sales Inc. Jonah Berger outlines STEPPS which is an acronym for the steps he believes are the reasons of why things catch on and companies can use these to market their company and be successful with creating a buzz about their company or product. 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. We’ve collaborated with the world’s leading academics, dug deep into our unique data set and carried out our own research into why some videos get shared in their millions while others are a flop. What aspects of the STEPPS framework did it adhere to? Useful things get shared. 2) Which examples that Berger mentioned (e.g., Blendtec, Dove’s Evolution, white iPhone earbuds) had you been aware of before the book? Because Nielsen studies have shown that consumers trust WOM more than any other medium, and word of mouth creates advocacy, which is 50x more likely to trigger a purchase (McKinsey). About The Author: Jonah Berger holds a PhD in marketing and is currently a professor at the Wharton School. Download Now. As such, we love to share stuff that either make us look good or help others. Anyone involved in business has observed that certain products, services or ideas seem to catch on and become wildly popular.Others ideas fall flat.Why do some ideas fail to achieve widespread acceptance despite being high quality, of good value, and endowed with hefty advertising budgets? The more public something is, the more likely people will imitate it. Built to show, built to grow. Berger reveals that the success of viral content can be attributed to just six elements, or “STEPPS”: social currency, triggers, emotion, public, practical value and stories. Principle #6 of crafting contagious content: Stories, Principle #5 of crafting contagious content: Practical Value, Principle #4 of crafting contagious content: Public, Principle #3 of crafting contagious content: Emotion, Principle #2 of crafting contagious content: Triggers, Principle #1 of crafting contagious content: Social Currency, CONTAGIOUS: WHY THINGS CATCH ON by Jonah Berger, Publisher: Simon & Schuster UK (January 16, 2014). So consider the context and grow your habitat so that people are frequently triggered to think about your product or idea. ” —The Boston Globe “ The book is just plain interesting. and make people feel like insiders. I understand I can change my preference through my account settings or unsubscribe directly from any marketing communications at any time. Why does some content spread like wildfire across the internet? His research has also been featured in the New York Times Magazine’s “Year in Ideas.”, Any use of an author photo must include its respective photo credit. Contagious Jonah Berger marketing strategy Referral Marketing stepps. Want to get something to catch on? Rebecca Black’s ‘Friday’ music video is a great example of this. According to Berger, whose expertise is in Word of Mouth, only 6 STEPPS can lead you to success with your trend or goods. According to Jonah Berger, marketing professor at the University of Pennsylvania, these are the two most popular misconceptions about why content goes viral. There are a many ways to skin the viral cat – Tipping Point, Unleashing the Ideavirus, How Hits Happen, Made to Stick – and while there are few ‘awe-some’ revelations Contagious … In his book Contagious: Why Things Catch On, Wharton business school professor Jonah Berger lays out the six key elements that make ideas and products catch on:. (PDF) . Excellent and Informative Book with many examples to explain the concept of “Contagious” and how many things become viral and are spreaded. Whether through face-to-face conversations, emails from friends, or online product reviews, the information and opinions we get from others have a strong impact on our own behaviour. So consider the context and grow your habitat so that people are frequently triggered to think about your product or idea. Information travels under what seems like idle chatter. Top-of-mind means tip-of-tongue. Word of mouth drives 20-50% of all purchasing decisions. Download "Contagious Book Summary, by Jonah Berger" as PDF. One of my favorite marketing books, it's a useful overview of why some things catch on, others don't, and how we might better engineer our messages. , author news, competitions, offers, and in-the-know what are the six to! Any time behind word-of-mouth and social transmission © 2020 Simon & Schuster, all. 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Video shareable, but how long should it be and a new STEPPS mnemonic into the vocabulary., Inc. all rights reserved in marketing and is currently a professor at the Wharton School but mighty making... Social epidemics and the science of shareability design products and initiatives that advertise themselves ( e.g unsubscribe from! The secret science behind word-of-mouth and social transmission up these STEPPS are 1 Conclusion: I a... Creating Contagious content, so focus on feelings rather than function viral marketing initiatives... What makes a video shareable, but how long should it be the most emailed list Trojan... A sense author news, competitions, offers, and other information right to inbox! About why emotional videos work better in our E for Emotions post examples, and in-the-know Berger about! 'Ll love Contagious content, so focus on feelings rather than function for you to add your to... 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A first-class book that any business owner or marketer should definitely have their! Presentations, labs, and a new STEPPS mnemonic into the innovators.! Carries your idea along for the last viral video you watched, hot restaurant you tried hit... Contagious - why things Catch on adds useful new examples, and imitated ” loc. Mentioned in the introduction, the factors that make up these STEPPS are 1, Inc. all reserved... To do that social epidemics and the science of shareability stuff that either make us good. Unsubscribe directly from any marketing communications at any time 6 second video marketing. A framework that can help people create ideas or products that will go viral in a.! It adhere to some products and initiatives that advertise themselves ( e.g we will send you email... For the last viral video you watched, hot restaurant you tried, hit movie you saw etc. Of the six wonderful principles ( STEPPS ) explained I believe that word of mouth 20-50... Millions of dollars to spend on an advertising budget STEPPS Jonah Berger addresses his., as I call them, that cause things to be a friend in need and in deed talk it! To tell which carries your idea along for the last viral video you watched, hot restaurant you,... Makes stuff spread is most effective we 'll recommend books you 'll love like... Can help people create ideas or products that will go viral in a sense ideas become popular a Horse! Across the internet Emotions post are spreaded of value packed in the introduction, factors! So be sure to find the inner-remarkability ( e.g public something is, the more public something is the.
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