Join Jonah Berger for an in-depth discussion in this video Making things easier to see and imitate, part of Jonah Berger on Viral Marketing.
…Imagine you're in a foreign city trying to find a place to eat.…You might be on a business trip, or you're there on vacation, but…it's dinnertime, you're hungry, and you gotta find somewhere to grab a bite.…You don't want to screw around looking online and you…don't want to talk to the concierge because they're busy.…You're just going to walk around and find a place.…How would you pick where to eat?…How would you decide where to go have dinner?…Well if you're like most people you probably rely on a time-tested trick.…You look and see how many people are inside.…If the restaurant's busy you assume well, it's probably pretty good.…
I should go here.…If the restaurant's empty you assume not so much.…Why do we do that?…Well, what we're doing right there is using something called social proof.…We often use others as a signal of how we should behave.…Don't know which restaurant to eat at?…Let me look at other people and see what they're…doing, and use their behavior as a signal of information.…Particularly when we're not sure what's right we use…
- Summarize the advantages of word-of-mouth advertising.
- Identify the six STEPPS to getting people to share.
- Explain the effects of a trigger.
- Describe the function of social proof.
- Recall the most effective strategies for spreading a marketing message.
- Recognize two components in a story meant to help spread a business message.