- 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.
Skill Level Intermediate
- All of us are working on ideas that we hope will become more popular. You might be working on a product, something new, or hoping to increase the sales of an old product. You might be hoping to change people's behavior, to get them to do something differently or change their mindsets about the world. You might even be working for a Non-Profit, wanting to raise money for a charity or get people to be more prosocial towards the environment. But to make these ideas successful, to help them catch on, they have to grow beyond you and spread more broadly. It's not just enough for you to love this idea, other people have to love it as well.
I'm Jonah Berger, I'm a professor at the Wharton School and author of the New York Times and Wall Street Journal bestseller, Contagious: Why Things Catch On. And in this session, I'm gonna share with you the secret science behind social transmission. I'll explain why all sorts of information, from offline stories and rumors, to online content, like advertisements and videos go viral. And how you can apply these ideas to make your own stories and messages more likely to spread. So, how can you get your ideas to catch on? Well, we see things become popular all the time.
We see blockbuster movies and hit books, we see consumer products, like Greek yogurt, or non-profits and social causes become all the rage. But why do some things succeed and others fail? Well, it's not just about advertising, and that's good news for us who don't have a large advertising budget, and it's not even about having the best product or the best idea. As I'll show you in this course, it's about using the power of social influence and Word-of-mouth to help your ideas spread. It's not random and it's not luck. There's a science behind why people talk about and share some things, rather than others.
If you understand that science, those six key steps to driving behavior, you can craft contagious content, and you can make your own products and ideas catch on.