MASTERS SERIES: Crafting Contagious Ideas
Berger combines groundbreaking research and powerful stories as he addresses why ideas spread, some products get more word of mouth than others, and certain online content goes viral. He put together a framework for crafting contagious content using the acronym STEPPS: social currency, triggers, emotion, public, practical value, and stories. In this Masters Series, Berger reveals the science behind word of mouth and these six key factors that push people to share content and demonstrates how to leverage the concepts to craft viral messages. He quickly demonstrates that the products and services that get the most word of mouth aren’t necessarily the ones we think they are. Berger provides a set of specific, actionable techniques for helping information spread and ideas catch on. This is knowledge you can put to use whether you are selling a product, crafting a new corporate culture, or just trying to get the word out.
Jonah Berger
Jonah Berger is the James G. Campbell associate professor of marketing at the Wharton School of Business at the University of Pennsylvania. He studies social influence and social epidemics, or how products, ideas, and behaviors catch on and become popular. Berger explains the key emotional and societal factors that push people to share a link or mail a video – the basic human drivers that power sharing and word of mouth, one of the most credible and influential forms of advertising. He believes we are too focused on the medium – Facebook, YouTube, and Twitter only serve as tools that amplify this very human process. The author of New York Times and Wall Street Journal best-selling Contagious: Why Things Catch On, Berger examines how decision making and social dynamics generate collective outcomes such as social contagion and trends. Exclusively represented by Leading Authorities speakers bureau, he is an exciting and fresh voice on viral marketing.