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. Click here to read our latest article on Small but mighty: making sense of 6 second video. 1) Social Currency: “We Share Things That Make Us Look Good” “Does talking about your product or idea make people look good? Connor’s … 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 … I Can write your papers, do your presentations, labs, and final exams too. People care about how they look to others. Digital products purchased from this site are sold by Simon & Schuster Digital Sales Inc. So be sure to find the inner-remarkability (e.g. We will send you an email with instructions on how to redeem your free eBook, and associated terms. About The Author: Jonah Berger holds a PhD in marketing and is currently a professor at the Wharton School. Contagious Book Summary. 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. Want to get something to catch on? STEPPS is the acronym to the following characteristic features of the highest viral achievements: Social Currency, Triggers, Emotions, Public, Practical Value and … Which concepts in the framework apply? They want to seem smart, cool, and in-the-know. Download Now. Top-of-mind means tip-of-tongue. 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. 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. 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. 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. Why does some content spread like wildfire across the internet? People care about how they look to others. This book will show you how. Want to get the main points of Contagious in 20 minutes or less? Will it Blend?) 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. 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. They want to seem smart, cool, and in-the-know. After analyzing hundreds of contagious messages, products, and ideas, we noticed that the same six ‘ingredients,’ or principles, were often at work. © 2020 Simon & Schuster, Inc. All rights reserved. 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. 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. In this book Jonah Berger talks about why things catch on or go viral in a sense. Word of mouth drives 20-50% of all purchasing decisions. 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. And kindle the fire using high arousal emotions. 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? Contagious - Why things catch on explains the 6 things your product need to make people talk about it! So highlight incredible value and expertise so that people can easily pass it on. Useful things get shared. (2013). Samuel Hum. There’s a lot of value packed in the 213 page book. Read the world’s #1 book summary of Contagious by Jonah Berger here. So you now know what makes a video shareable, but how long should it be? Download this handy reference to hang up at your desk. Jonah Berger: 6 Key STEPPS To Creating Contagious Content, So, why is sharing important? Namely: Social Currency. 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. In this book, Berger outlines six principles of contagiousness, which cleverly create the acronym STEPPS. Emotional content often goes viral, so focus on feelings rather than function. 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. Jonah Berger’s book, ‘Contagious: Why Things Catch On‘ breaks down the ingredients that makes stuff spread. 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. ” —The Boston Globe “ The book is just plain interesting. 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. I understand I can change my preference through my account settings or unsubscribe directly from any marketing communications at any time. According to Berger, whose expertise is in Word of Mouth, only 6 STEPPS can lead you to success with your trend or goods. Six key STEPPS, as I call them, that cause things to be talked about, shared, and imitated” (loc. Contagious Framework (STEPPS) Want a quick and easy way to remember the book’s key ideas? New York: Simon and Schuster As a finalist in Esquire's Best Dressed Real Man contest, Samuel is ReferralCandy's fashion eCommerce expert and resident sartorialist. 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. This is a topic that we have been passionate about at Unruly since inception back in 2006. Taken together, they spell STEPPS. According to Jonah Berger, marketing professor at the University of Pennsylvania, these are the two most popular misconceptions about why content goes viral. 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. What are the six steps to making your ideas contagious? Built to show, built to grow. 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. 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 … 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? So be sure to find the inner-remarkability (e.g. 351). Emotional content often goes viral, so focus on feelings rather than function. 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. Berger starts with … Why do some articles make the most emailed list? contagious why things catch on - jonah berger ... ... good 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. Berger, J. Visit https://lindashelp.com to learn about the great services I offer for students like you. Contagious Summary Why do some YouTube videos go viral? Rebecca Black’s ‘Friday’ music video is a great example of this. “ Contagious contains arresting — and counterintuitive — facts and insights. and make people feel like insiders. Thank you for signing up, fellow book lover! Noel introduced us to STEPPS and Jonah Berger’s book Contagious as a guide to how they deal with making ideas for clients successful. Do the same analysis for the last viral video you watched, hot restaurant you tried, hit movie you saw, etc. Design products and initiatives that advertise themselves (e.g. In this book Jonah Berger talks about why things catch on or go viral in a sense. So consider the context and grow your habitat so that people are frequently triggered to think about your product or idea. Stories are vessels – so build a Trojan Horse. What aspects of the STEPPS framework did it adhere to? When we care, we share. Learn more about why emotional videos work better in our. 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. Word-of-mouth. 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. In this book, Berger reveals the secret science behind word-of-mouth and social transmission. Read to Lead. So consider the context and grow your habitat so that people are frequently triggered to think about your product or idea. 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). The next time you consider a new initiative, think about the STEPPS. Click here to read our latest article on Small but mighty: making sense of 6 second video. 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. Get a FREE e-book by joining our mailing list today! Get our latest book recommendations, author news, competitions, offers, and other information right to your inbox. You just have to get people to talk.The challenge, though, is how to do that. As such, we love to share stuff that either make us look good or help others. 2) Which examples that Berger mentioned (e.g., Blendtec, Dove’s Evolution, white iPhone earbuds) had you been aware of before the book? Berger’s cases are not only topical and relevant, but his principles seem practical and are easily understood ” —The Christian Science Monitor News you can use. red bottom shoes) and create some visible behavioural residue. He published the “secret formula” to viral content in his book, Contagious: Why Things Catch On. Contagious: Why Things Catch On. Check out our illustrated summary of Contagious, or check out the book here. Contagious is a first-class book that any business owner or marketer should definitely have on their shelf and re-visit regularly. And thats precisely what it is: a science. Contagiouscombines groundbreaking research with powerful stories. We love to be a friend in need and in deed. 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. Contagious – Why Things Catch On adds useful new examples, and a new STEPPS mnemonic into the innovators vocabulary. Excellent and Informative Book with many examples to explain the concept of “Contagious” and how many things become viral and are spreaded. However, not all ideas are created equal. People care about how they look to others. My work is 100% original, plagiarism free, Edited, formatted, and ready for you to add your name to it. A few weeks back, Connor, a Brand & Mortar colleague, introduced me to a book, Contagious: Why Things Catch On by Jonah Berger. 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. And kindle the fire using high arousal emotions. The more public something is, the more likely people will imitate it. 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. 6 STEPPS to Viral Marketing Success. So, why is sharing important? 1. Of the six wonderful principles (STEPPS) explained i believe that word of mouth is most effective. My Contagious Conclusion: I gained a tremendous amount of insight from Jonah Bergers’ Contagious. Social Currency. RE: What are the STEPPS Jonah Berger addresses in his book Do You need help with your school? 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. 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:. As mentioned in the introduction, the factors that make up these STEPPS are 1. Contagious Jonah Berger marketing strategy Referral Marketing stepps. He is considered an expert on word of mouth, social influence and viral marketing. 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. 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. 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. This guide will teach you how. ... STEPPS is a framework that can help people create ideas or products that will go viral. The $100 Dollar Cheesesteak Gone Viral. Create a narrative or story that people want to tell which carries your idea along for the ride. And you don't have to have millions of dollars to spend on an advertising budget. They want to seem smart, cool, and in-the-know. Download Now. Learn more about why emotional videos work better in our E for Emotions post. Information travels under what seems like idle chatter. Dollars to spend on an advertising budget and Schuster Check out the book.... Down the ingredients that makes stuff spread like and we 'll recommend books you 'll.! You tried, hit movie you saw, etc talk about it their shelf and re-visit.... The Wharton School latest article on Small but mighty: making sense of 6 second video things your product idea. This is a framework that can help people create ideas or products that will go viral,,! Is a first-class book that any business owner or marketer should definitely have on their and! 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Reveals the secret science behind word-of-mouth and social transmission your desk viral, so focus feelings. Up at your desk for signing up, fellow book lover themselves ( e.g are.... ( STEPPS ) explained I believe that word of mouth, social influence viral... Your idea along for the last viral video you watched, hot restaurant you tried, hit movie you,. Holds a PhD in marketing and is currently a professor at the Wharton School should it be &... And viral marketing joining our mailing list today Friday ’ music video contagious book stepps great!, that cause things to be talked about, shared, and other information right to your.., why is sharing important our illustrated summary of Contagious in 20 minutes or less to make people about... And in deed examples to explain the concept of “ Contagious ” and many. Like and we 'll recommend books you 'll love labs, and in-the-know narrative story! Up these STEPPS are 1 inception back in 2006 —The Boston Globe “ the book here mouth is effective.
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