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CONTAGIOUS - WHY THINGS CATCH ON (6 PRINCIPLES OF CONTAGIOUSNESS (->…
CONTAGIOUS - WHY THINGS CATCH ON
BARCLAY PRIME
Need to generate buzz, to stand out
People talking about them -> successful
-> a hundred $ cheesesteak
Created a conversation piece
It build a following : BP caught on
WHY THINGS CATCH ON
Social epidemics
things diffuse through a population
Spread from person/person, // virus
Reasons why some things become popular
They are just better
Attractive pricing
Advertising
Social influence of WOM
SOCIAL TRANSMISSION
People love to
share
WOM : frequent & important
Things others tell us = significant impact on what we think/buy/do
WOM :
20-50%
of all purchasing decisions
Social influence
: huge impact on whether products/ideas catch on
WOM :
10 times + effective
than traditional advertising
-> 2 reasons
More
persuasive
More
targeted
GENERATING WOM
Helps
Things catch on
B2B comp get new clients
X require millions of dollars spent on ad
Just requires getting people to talk
Social media = the wave of future
Get people to talk/share -> spread through social networks // virus -> popular
Only 7% WOM : online
Finding the right people : more influential
BLENDTEC
Some things are + contagious than others
Great product
No one really knew about it
Video "Will it blend ?" : trying to break - million views
People : amazed & surprised
Contagious content
: vitality isn't born but made
We have to figure out the right way to generate lots of WOM
6 PRINCIPLES OF CONTAGIOUSNESS
-> cause things to be talked about/shared & imitated
S
ocial currency
T
riggers
E
motion
P
ublic
P
ractical value
S
tories
These ingredients lead ideas to get talked about & succeed
Talking & sharing = some of our most fundamental behaviors