![]() Berger points out that only seven percent of all word of mouth marketing (WOM) is conducted online. It’s important to notes that this is not a playbook for going viral on the internet. ![]() ![]() Berger uses the mnemonic STEPPS to collectively describe these principles: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories. ![]() He discusses what it means to have something effectively go viral and then provides an outline of the six principles his research team identified after analyzing a significant data set of messages, products and ideas that have become “contagious”. “Catching on”, is what we as marketers want a change in behavior, a change share of mind, not just millions of Views, Likes or Shares that never materialize into tangible benefit to the sponsoring organization or company.Ĭontagious’ introduction chapter, Why Things Catch On, does an excellent job of setting the reader up to digest the remainder of the book. In Contagious, Why Things Catch On (Simon & Schuster, 2013), Jonah Berger has identified, defined and analyzed, the principles that contribute to things going “viral” or his words, contagious and catch on. ![]()
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