Warning: Could be contagious !

Malcolm Gladwell gave us Tipping Point.

Now, Prof. Jonah Berger from Wharton hopes to catch a wave with a new book: Contagious: Why Things Catch On.

Berger says you need 6-elements – or STEPPS – to boost your odds of going viral:

  • Social currency:, It’s all about people talking about things to make themselves look good, rather than bad
  • Triggers, which is all about the idea of “top of mind, tip of tongue.” We talk about things that are on the top of our heads.
  • Ease for emotion: When we care, we share. The more we care about a piece of information or the more we’re feeling physiologically aroused, the more likely we pass something on.
  • Public: When we can see other people doing something, we’re more likely to imitate it.
  • Practical value: Basically, it’s the idea of news you can use. We share information to help others, to make them better off.
  • Stories, or how we share things that are often wrapped up in stories or narratives

One of the book’s examples is BlendTec – a blender company that we posted a couple weeks ago in an article worth reading (again): Marketing ROI: What you get for $300 million … and for $10.

For more, click to see a 15 minute interview with Prof. Berger.

Pretty interesting.


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