The candy bar’s jingle had been around for 21 years, and had run its course. The 6 STEPPS are explained with some great stories and are simple to make use of for your own products and ideas. 1 Contagious: Why Things Catch On By. It turned out that during that same period, NASA was organizing a mission to Mars to collect samples and data from the planet – and with the continuous news cycle featuring NASAs and the planet Mars (the candy/company is named after the founder, not the planet), the news triggered the idea of the candy in people’s minds, and sure enough sales spiked. 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. 。クラウドに好きなだけ写真も保存可能。. Book review by Matthew Hellman, Head of strategy for GE Digital, the Americas, and Asia Pacific and Catherine Trevor-Roberts, Consultant, Resultek. 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. Readers might suppose that Jonah Berger’s new book, “Contagious: Why Things Catch On,” would shed light on these famous cases of viral content. A really insightful book. Unsurprisingly, there’s no such thing as a magic formula but Jonah Berger reveals the secret behind word-of-mouth and why people buzz about some products more than others. Amazon.com で、Contagious: Why Things Catch On の役立つカスタマーレビューとレビュー評価をご覧ください。ユーザーの皆様からの正直で公平な製品レビューをお読みください。 If the product sells for less than $100, sale price should be set in terms of the percentage reduction (discounts as a percentage seems more impressive on low priced items), If it’s greater than $100, discount the price in dollar reduction (discounts as a dollar seem more impressive on high cost items). Contagious Book Review “Contagious” is easy to read, insightful and highly applicable. Tax hikes, price increases, new iPhone releases, elections and policy stances – all evoke positive and negative outbursts that drive people to talk about it with those around them. They had not changed their marketing campaigns, yet sales were up. Contagious: Why Things Catch On Jonah Berger, read by Keith Nobbs. That’s why parents often send useful articles, coupons, as well as cooking & cleaning advice to their kids – it strengthens social bonds, even when distance makes things difficult. Register for FREE updates All Rights Reserved. To do so, it’s important to create one of the following three things: The key to being successful across all of these factors, is to build intrinsic motivation within people – if something is truly successful, people will want to talk about or buy into your product or service if it means they will gain value from the product or experience, as well as look good to others. "An infectious treatise on viral marketing. Still, the psychology about why certain things “go viral,” has always interested me, and it applies to my everyday work of trying to spread a concept and story through the culture of a large organization. Practical value is all about sharing useful information that will help others save time, energy and resources. Contagious – Why Things Catch On by Jonah Berger (Professor of Marketing at The Wharton School of Business, University of Pennsylvania) distills years of research into understanding why certain ads, products, YouTube videos, political movements, songs, and/or restaurants catch on, while others are ignored. “Triggers” are stimuli that connect thoughts and ideas together. I struggle to believe that this was written by an academic expert - the writing style is repetitive and lacks depth. People do what they can see – “monkey see, monkey do”. If it had a bit more extensive primary research it would be even better, but I guess that's where " the science of sharing" comes in. As Berger explains, “Information travels under the guise of what seems like idle chatter… we need to… (embed) our products and ideas in stories that people want to tell… [by making] our message so integral to the narrative that people can’t tell the story without it.”. It's a good book in that it gives you proof points and examples for what makes something viral. “Contagious: Why Things Catch On” By Jonah Bergen is an eye-opening book full of not only entertaining examples of viral campaigns, but also a painstaking analysis into the science of … Emotional content evokes feelings, both positive and negative, that drive people to share and act on those emotions. In fact, more frequently trigger-associated products can increase word-of-mouth by 15 percent, and because it is top of mind, it generally means someone will be more likely to act on what they are thinking about. I highly recommend reading it so you can get the in-depth stories and studies he tells to back up his points. I find the subject both interesting and useful; shame this book reads as if it were written with a reader of limited attention span and intelligence in mind. Read honest and unbiased product reviews from our users. It is full with real life examples and with research results. I take it as a concept book which helps put the thoughts in order and explain why marketing messages work where others not. Jonah Berger’s “Contagious: Why Things Catch On” – Book Review, Notes + Analysis Poor Ash’s Almanack > Book Reviews > Business Overall Rating : ★★★★★ (5/7) (solid for its category) Jonah Berger 1.1 Key Insights 1.2 Key Points 1.2.1 What Makes A Product Shareable? It was an interesting book, if only because it solidified the fact that I would never want to work within any profession where this book is applicable. This book is well researched, accessible and just an eye opener when it comes to today's practices of guerrilla marketing. Book review “Contagious: Why Things Catch on” book review May 29, 2013 I just finished this book by Johnah Berger. “Making things more observable, makes them easier to imitate, which makes them more likely to become popular,” writes Berger. In many cases, it can drive activism in politics, switching from one product to another, or writing a Yelp review online to encourage people to eat or not eat at a certain cafe. . The story was only a few minutes long – but it told a positive story, while simultaneously plugging the Dove brand. Berger provides the following example to illustrate this rule: Say you see someone you know and respect using an Apple Computer at a cafe (identified by the Apple logo and exterior casing), this form of public visibility might mean that you are likely to want to imitate their behavior and buy a Mac because it looks cool or because you want to emulate their behavior. Thank you, Dr. Berger, for this elucidating and very useful book. Traditional marketing suggests that quality, price, and advertising are the critical factors to determine a product or idea’s ability to achieve success or popularity, but Berger argues that this misses the full view – social influence and word-of-mouth transmission are far more essential to drive “virality,” and ultimately account for 20-50% of all purchasing decisions. Or, reusable bags from Lululemon, event participation t-shirts, and Livestrong yellow wrist-bands provide the public a glimpse of what the individual believes or likes. This was a recommendation from a college teacher and I have to say a very good/informative book for digital media. So, they make choices based on what they see. Book Review: 'Contagious: Why Things Catch On' by Jonah Berger By A. Jurek, BLOGCRITICS.ORG Published 10:00 pm PDT, Sunday, August 18, 2013 Ever wonder why some things catch on? Whether through a post on Facebook or Twitter, or telling an engaging story at a dinner party – people “self-share” experiences, ideas, and topics to make themselves and their lives appear more fascinating and interesting to others. JetBlue (low cost airline) offers first class amenities to all passengers: quality snacks, comfortable / roomy seat, DIRECTV for all. Everyday low prices and free delivery on eligible orders. Behavioral residue, or remnants that a product, idea or story leave behind after use or purchase. We'll assume you're ok with this, but you can opt-out if you wish. According to Jonah Berger in “Contagious: Why Things Catch On,’’ there are six ingredients associated with messages, products, or ideas that go viral. 商品詳細ページを閲覧すると、ここに履歴が表示されます。チェックした商品詳細ページに簡単に戻る事が出来ます。, © 1996-2020, Amazon.com, Inc. or its affiliates. Written by an academic in a very simplified way to be easily digested by anyone. “Good game mechanics keep people engaged, motivated, and always wanting more.” i.e. Makes me want to check out the authors other titles. “Making the private public” suggests that if you can bring something to the surface that others previously had been too embarrassed to talk about – you can eliminate stigma around products, services, and ideas that were previously consumed privately and help it catch on with people who had previously felt uncomfortable discussing this out loud (i.e. The spots did exactly as she hoped, and soon sales increased by 8% by the end of the year. To get consumers thinking about the brand again she looked at when people ate Kit Kats the most… during breaks and usually with a hot beverage. Interestingly, only 7% of word-of-mouth content is shared online (Facebook, Twitter, and Instagram are merely tools to help support the spread of good ideas, not the answer to adoption), and while social media can help us reach millions of people, often face-to-face interactions are more effective and allow people to focus on the topic at hand (instead of sorting through the hordes of data online). A few years ago, Dove skin products created a viral video that showed how unrealistic professional models look in advertisements – showing how much make-up, hairspray, and photoshopping went into creating a “beautiful” advertisement. For example, “I voted” stickers after voting make the private act less private and reminds others to vote too. Buy Contagious: Why Things Catch on by Berger, Jonah (ISBN: 9781451686579) from Amazon's Book Store. By designing products and ideas that are linked to our surroundings, it helps to set off frequent “lightbulbs” or “triggers” in people’s mind. If you've wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. Never read anything on business and promo in the digital age and this was great place to start. Understanding arousal can help you drive viral content and products for yourself, by focusing less on information (features and benefits) around your product or idea, and focus on how people think, feel, and react to certain messages. “ I voted ” stickers after voting make the private act less private and reminds others vote. Updates [ sibwp_form id=1 ] no spam its affiliates is linked with roses, Coca-Cola, cars, Valentine s. Points to make your product or idea stand out by breaking from tradition and what people from.: Things Catch on and Why other Things do n't them easier to imitate, which makes them to! 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