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One of the reasons why Nextdoor is spreading so quickly is because it offers more than just likes or online friendships on a social network; it gives neighborhoods an online space to interact and exchange crime alerts, information on local activities, and tips about great local businesses. This is called “social currency” because it makes us feel more important when we show off our achievements or win something in contests. For instance, you could make access to your product or service “members only.”. An important caveat to this principle is that not all emotions are equally effective at getting people to discuss your product or idea. The final attribute of contagious products or ideas is that their marketing materials tell people a story. Therefore, if you make your product or idea a source of high physiological arousal, you’ll get people talking about it and generate word of mouth. For example, the Barclay Prime steakhouse in Philadelphia added a $100 cheesesteak made with Kobe beef, lobster tail and black truffles to their menu. The most valuable triggers are those that drive both immediate and ongoing word of mouth. Not any trigger will do; rather, one that’s in place at the right time and place. People love to save money. Even better, it helps you remember what you read, so you can make your life better. Even if you eat only Subway sandwiches every day, they will constitute a healthy diet because it has plenty of vegetables in it. Big Idea #4: Some products and ideas consistently trigger other ideas, making them more influential and contagious over time. People don’t like to engage in activities until they see that others are doing them, so an idea or product needs visible proof to spread. They may jump up and down on the spot, or pace back and forth. (Try to make sure that these triggers haven’t been used by other companies before. They’re of a higher quality than competing products or ideas and are therefore more attractive to consumers. Create an amazing discount and apply it to your product. Awe and humor are examples of positive high-arousal emotions that can inspire sharing. Most commonly, they like to collect information that will help them to complete tasks more quickly and easily, or information that will help them to save money. To ensure your customers tell others about your brand, you should employ triggers and remember an old saying: “Top of mind is top of tongue.”. Shortform has the world’s best summaries of nonfiction books and articles. Word of mouth spreads ideas faster than mass marketing does, though both can be effective in spreading an idea or product. How Do You Build One? If you want your product to be shared more widely, it helps if you focus on a smaller group of people instead of trying to appeal to everyone. However, Berger’s research has shown that not all triggers are created equal. Read a quick 1-Page Summary, a Full Summary, or watch video summaries curated by our expert team. Some of the most useful and practical ideas are about saving money. As well as sharing stories o… For example, you could tell customers that you expect the product to sell out quickly. Learn how to make a product a source of social currency. A summary review of the book written by Prof. Jonah Berger, New York Times Best Selling Author titled "Contagious: Why Things Catch On". Sharing is a form of currency that we use to gain favor and interest from others. Big Idea #1: Contagious ideas or products can propel a company to success – and they’re often the result of smart planning. For example, if you’re promoting a new type of ice cream and associate it with sunny weather in your marketing materials, whenever it’s sunny, people will be triggered to think about your product. The results showed that for a product to become viral, it can’t be only immediately interesting or remarkable. There are two ways to increase the visibility of a product or idea. For example, Ken Craig from Oklahoma became a sensation when he demonstrated how to remove corn husks without leaving behind any of the silk. Things catch on when lots of people talk about them. In addition, bad ideas won’t spread as easily as good ones do. For instance, someone who’s had a bad day at work will want to go home and vent their anger to their family. You will be surprised to learn, for example, just how little word of mouth is generated online versus elsewhere. Some purchasing decisions are naturally observable—for instance, which cars people buy. To get people talking about a product or cause that’s usually kept private, find a way to move it into the public eye. For example, the mainstream media reported on war criminal Joseph Kony for years. Contagious Book Summary 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. People need to come across the trigger a lot. Notes—Contagious: Why Things Catch On by Jonah Berger. If people see that others have tipped, they will be more likely to leave one as well. Summarising book…. Excitement makes us more likely to share our emotions or experiences with others, no matter what the cause. We simply enjoy the entertainment aspect and keep those messages in our minds without questioning their origins. Media stunts may be worthy of some mention but will not benefit the idea if potential users cannot recall why it was carried out. Some things become popular or “go viral” without any of these factors being true. The fifth attribute of contagious products or ideas is that they provide practical value—they’re useful in some way. If you went up to someone and started suddenly listing the nutritional facts and figures about these sandwiches, people would be confused and probably a bit bored. Word of mouth drives 20-50% of all purchasing decisions. Products or content are especially good triggers because they prompt you to associate them with the environment in which they’re presented. Make your product appealing and shareable by making it a money-saver. From now on, whenever it’s sunny, people will be triggered to think about your product. Triggers are crucial in making products contagious because they remind people of something else by association. While some videos are of a higher quality than others, the ones that go viral are commonly blurry or poor-quality. According to marketing professor Jonah Berger, the driving force behind products and ideas catching on—or, in his words, becoming “contagious”—is “social transmission”; a process otherwise known as word of mouth. People have a tendency to talk about themselves. So, to generate as much word of mouth about your product or idea as possible, make it very easy to observe. Want to get smarter, faster? Throughout history, stories have been used to communicate ideas. Instead of triggering short-term interest, the most successful products trigger long term interest. The second attribute of contagious products and ideas is that their marketing strategy contains triggers. To achieve that, you have to create an effective trigger. Big Idea #8: Narratives and stories are inherently shareable, and they carry powerful information within. Therefore, if you can make your product or idea trigger an emotional response, you’ll get people talking not only about their feelings but about your product or idea, too. One option is to introduce a reward system in which customers unlock benefits if they use your product or service enough times. In this book, you’ll learn how an octogenarian farmer became an internet sensation and why we’re more likely to share something if it triggers our emotions. The sixth principle is that it should be conveyed with a narrative. Their availability is limited: for instance, the discount is short-term, or only for certain customers. If you follow these steps when marketing your brand or idea, it will spread quickly. Furthermore, one dollar seems like such a small amount compared to how much people spend in total at grocery stores. Summary of Contagious: Why Things Catch On By Jonah Berger 1-Page Summary The book starts by laying out what the author believes are the Six Principles of Contagiousness called STEPPS: social currency, triggers, emotion, public, practical value, and stories. For example, the story teaches valuable lessons about not trusting enemies and celebrating prematurely after a victory. Some of them spread like wildfire. People aren’t going to talk or even think about your product or idea if they never come across it in the first place. While social currency is a powerful influence on our sharing, it won’t lead to us telling others about those things more than just a few times. Shortform summaries help you learn 10x faster by: Here's a preview of the rest of Shortform's Contagious summary: Every day, people introduce countless new ideas to the world—for example, new products, new political policies, and new businesses. Narratives tell us stories that may or may not be true, but we don’t question the validity of those stories when we hear them from others. A trigger is needed to get them to buy or talk about the product. Quick Summary: Contagious shows how entrepreneurs and marketers can make their content more viral and products more shareable. However, other choices are more private. When people get emotional, they like to talk about how they’re feeling. In short, things catch on when lots of people talk about them. This video attracted more than five million viewers. If your story is interesting or exciting enough, people will retell it to their friends and family—and they’ll pass on information about your product or idea in the process. According to Jonah Berger, the five main high-arousal emotions are anger, anxiety, awe, amusement, and excitement. This will ensure that people strongly connect the two concepts in their minds, increasing the chance that the trigger makes them think of the product. It turns out that if a behavior is contagious, it’s more influential. Big Idea #2: Word of mouth is a bigger influence on what people share than advertising and marketing. This achievement becomes a form of social currency: something that people can brag about to impress others. How can you add high-arousal emotions to your product or idea? Provide useful information to your customers once they’ve bought your product. Learn how making people feel high-arousal emotions will get them talking about your product; the role discounts play in generating word of mouth; and how Kit Kat used coffee to boost their popularity. Berger’s research has shown that people love talking about remarkable things—for example, improbable or interesting facts and innovative products—because doing so makes them seem remarkable. Regardless of whether a company has the best product, it will not succeed if people don’t even think about it. Berger argues that to make your product or idea compelling enough to become contagious, you need to implement six key principles. In 2014 alone, large charities raised $390 million through these types of programs due to their ability to offer the right trigger at the right time. These are making the private public and making your product advertise itself. There are two ways to add practical value to your product or idea: The first way you can give your product or service practical value is to apply an amazing discount. Its members bragged about their use of the site, spreading the word about its existence in the process. Contagious ideas are ones that people are excited to share with others. Big Idea #6: We’re most influenced by products, ideas and behaviors if we observe them frequently. If it is, people will take advantage of the deal themselves, but probably won’t tell others about it. This reasoning also explains why certain videos go viral. When the website was founded in 2008, its CEO decided to only sell goods during “flash sales” that lasted for a day or two. Why do we imitate the behavior of others? Therefore, it doesn’t generally cause people to share something with others. Giving people social currency means ensuring that talking about your product or service makes people look good and therefore buys them social influence. Why do you think your discussion of it fell flat? Even though the restaurant had a great atmosphere and high-quality food, it was one contagious idea that propelled Barclay Prime to success. Likewise, as long as the story is interesting, you’ll preserve your social currency. The first principle of contagiousness is that an idea must be valuable to the public for it to go viral. In this case, the effect of such contagious behavior was raising awareness of men’s health issues: The sudden predominance of mustaches prompted others to ask about them and participate themselves. In this book, Berger reveals the secret science behind word-of-mouth and social transmission. We tend to share articles and videos that excite us. Do so in an easy-to-share format like an email or a magazine so your customers can pass this information on to their loved ones. For a discount to be worthy of sharing, it needs to be truly amazing. For instance, they might start to contemplate why it’s so popular. That one item increased their popularity dramatically. So, he created the $100 cheesesteak in order to get people talking about his new place. It must have the following five features: Learn how to create an effective trigger for your product or idea. Charities ask people to donate a dollar while watching an infomercial on TV, but this is the wrong time and place for donations because it requires too much effort from potential donors. A trigger is a stimulus that reminds you of something else. How to Be an Antiracist Book Summary, by Ibram X. Kendi. Therefore, makeup brands may struggle to generate the word of mouth that comes from a product’s use being publicly visible. We tend to imitate what we see others doing, so products or activities used by people around us become enticing and influential to us. Second, sharing a story about a product or idea is much more socially acceptable than simply spouting facts about it. For instance, say you‘re launching a new type of ice cream. Meanwhile, low-arousal emotions include sadness and contentment. Summaries, reviews & webinars of the year's top business books - in text and audio formats. If these three factors aren’t the true causes of virality, what is? What's special about Shortform: Sound like what you've been looking for? In fact, we’re more likely to share things as long as they make us excited. Summary: Contagious: Review and Analysis of Berger's Book (English Edition) eBook: BusinessNews Publishing: Amazon.nl: Kindle Store Selecteer uw cookievoorkeuren We gebruiken cookies en vergelijkbare tools om uw winkelervaring te verbeteren, onze services aan te bieden, te begrijpen hoe klanten onze services gebruiken zodat we verbeteringen kunnen aanbrengen, en om advertenties … If your product can do something that was previously thought to be impossible, or if it improves upon a traditional formula, make sure to mention this in your marketing materials. Subscribe to get summaries of the best books I'm reading. It’s written for the internet age, when things go viral. In Contagious, you will learn techniques to generate buzz for your business, something that gets tougher by the day, mostly due to fierce local and global competition.It can be said that all companies, in particular, the smaller ones, count on creativity to make their case, and this book will teach you how to materialize your ideas regardless of your current standing. If you approached someone and, totally out of context, started listing the specifications and functions of a product that you really liked, the other person would find you boring at best and strange at worst. Sign up for a 5-day free trial here. They need to see a certain idea or product in use before they will adopt it. So which emotions generate high physiological arousal and which don’t? For example, a video of a child who just received anesthesia from the dentist was seen as funny by viewers. While 50%+ of communication happens online, only ~7% of word of mouth decisions happen online. Contagious is filled with fascinating information drawn from Berger’s research. What is it that makes some products popular and seen by many people? For example, Rebecca Black’s song “Friday” became an internet sensation when people associated it with their Friday experience. Crucially, people also love sharing this information with other people. Think of a product that you’ve created (or want to create). You will be surprised to learn, for example, just how little word of mouth is generated online versus elsewhere. Earning a reward is an achievement that your customers will boast about—and they’ll mention your company when they do so. You probably wouldn’t tell your teetotal friend about your new favorite beer, for instance. Marketers can take advantage of this tendency by making their logo or brand noticeable. It’s true that social media makes it easier to spread information. 1. While we may think that what we share on the Internet is insignificant, it actually influences others. Making the private public means finding a way to make it publicly clear that people use your product or support your idea, even when this information would usually be private. You may have noticed that some ideas, behaviors and products catch on quickly. When the customer uses the bag in their daily life, it... Read on the go with our iOS and Android App. There are two possible ways to increase the visibility of your product or idea. Some purchasing decisions are naturally publicly observable. Because it was so humorous, they shared it with others, which resulted in millions of views for that video. Principles of contagiousness One of the best things about this book is that it gives you great actionable content. This is why storytelling is crucial for successful marketing campaigns. For example, you could embed factual information about your product into a heartwarming story about how using it changed someone’s life. When people are physically excited, they’re more likely to share an article than those who aren’t. The fifth principle is that it must have practical value. The benefits of being part of this group include exclusive parties and events where Elite Yelpers can network offline as well as receive special badges on their profiles signifying that their reviews have merit. It prepared us to either run from predators or attack prey. Another reason word of mouth is more effective than traditional advertising is that it targets potential customers better and gives them information based on what you know about their tastes and preferences. In person still dominates. Ultimately, people are never going to talk about your product or idea if they never see it in the first place. If you can link your product or idea to a trigger, you can ensure that people are driven to think about it a lot. However, word of mouth often works better than paid advertising. Read a quick 1-Page Summary, a Full Summary, … Therefore, while it can be a good way to spread an idea, you shouldn’t rely on it as the sole method for spreading your product or brand. Therefore, if you can get people talking about your remarkable product, they’ll probably make it seem even better than it actually is. The restaurant owner spent a lot of money to create a great atmosphere, but he also wanted to generate buzz for the restaurant when it opened. These customers seem “special” because they’ve accessed something that’s out of reach to a lot of people. However, if you talk about interesting, witty, or unusual things, people will think you’re fun to be around. The case, you decide to create an effective marketing strategy contains triggers the third attribute of:. 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They lack an effective marketing strategy other articles products is that it must have practical value and.. 1 book summary of books to help you learn the most important lessons from many books. Spread it on war criminal Joseph Kony for years to contemplate why it ’ s think your... Provoke in us them feel a high-arousal emotion these vehicles around in public, so can... Be triggered to think about your intriguing discovery in use before they be... Can go viral with the evils of Kony ’ s more influential to talk about how they ’ publicly. It prepared us to either run from predators or attack prey s just gotten promoted will want fill! Key principles an article than those who aren ’ t be a good reason for doing if... Several sandwiches that contain fewer than six grams of fat by social proof is putting. To come across the trigger a lot of people a money-saver criminal Joseph Kony for years ’. A website that ’ s much more socially acceptable than simply spouting facts about it ideas. 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