Contagious
Jonah Berger
4.2 - 5 ratings
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st10
List Points
lsten10
Chapters
5
Topics
Description
Jonah Berger explores the intricacies of social transmission and how ideas spread like wildfire, delineating six key principles — social currency, triggers, emotion, public, practical value, and stories — that drive content to go viral. By analyzing various real-world examples, he explains how companies, brands, and individuals can better craft their messages to capture attention, evoke emotions, and ensure their content is shared across networks, thereby unlocking the secret to making products, ideas, and behaviors highly contagious.
What will you learn?
By reading this book, you will discover the key principles behind why certain ideas, products, or behaviors go viral and become wildly popular. Jonah Berger distills these principles into six concise, actionable steps that he calls STEPPS: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories. These concepts help you understand how to craft messages and products that people will want to share, ensuring that your ideas capture public attention and spread through word-of-mouth. Whether you're a marketer, entrepreneur, or simply curious about social dynamics, this book offers insightful strategies to make your ideas more contagious.
Who’s it for?
• Marketing professionals
• Entrepreneurs
• Social media strategists
• Business students
• Content creators
Categories
Key Learning
Available chapters to listen for this topic- 1
Social Currency
Understand how people share things that make them look good, and learn ways to create content and products that allow customers to talk and share about your brand to enhance their social image. - 2
Triggers
Discover how everyday environmental cues drive people to think about and discuss products and ideas by connecting your brand to prevalent and frequent cues in their environment. - 3
Emotion
Learn how tapping into certain emotions can make content more likely to be shared, and explore the ways different emotions like awe, excitement, or even anger, can lead to increased sharing. - 4
Public
Grasp how making products and ideas more observable can encourage others to follow, and uncover strategies for enhancing the visibility of your product or idea in the public sphere to drive word of mouth. - 5
Practical Value
Recognize the influence of practical value and how sharing useful information can prompt people to spread the word about a product or idea that saves time, money, or provides actionable tips. - 6
Stories
Understand the power of narratives and how embedding your brand within a compelling story can make your message more engaging and likely to be shared, remembered, and retold. - 7
STEPPS Framework
Learn the six principles that drive contagiousness (Social Currency, Triggers, Emotion, Public, Practical Value, and Stories) and how to integrate this framework into your marketing strategy for maximum impact. - 8
Case Studies
Examine real-world examples and case studies that illustrate how various brands and ideas became contagious by applying the STEPPS framework, providing practical insights and inspiration. - 9
Common Pitfalls
Identify and avoid common mistakes that can hinder the spread of your product or idea, learning from the experiences of others who have failed and succeeded in making their content contagious. - 10
Implementation and Application
Explore practical techniques for applying the principles of the STEPPS framework in various contexts, from marketing campaigns to product design, to ensure your content is inherently shareable.
