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Viral Marketing Johan Berger - Coggle Diagram
Viral Marketing
Johan Berger
what makes some things stick in memory
book: made to stick by Chip and Dan Heath
simple
less is more. Focus on one thing.
analogies. build on what people already know
curiosity gap
credible
give your numbers and statistics a context and something to compare with
make them test themselves
concrete
can be tangible and it can be easily visualized
use easy words that can be visualized and avoid huge words
visions and pictures
show don't tell
unexpected
violate known patterns
it is not about doing something crazy
how to hold attention and open a curiosity gap so they want more
repetition dulls the surprise
emotional stories
how to make people care
concrete words evoke more feelings
get to the core. ask 3 whys
how one person's decision influence another's
imitation and use others as signal
testimonial
monkey do, monkey see. This is in our nature
normative influence, people follow along
the more the better
awareness the cause of just say no campaign failure
herd or bandwagon effect
brand positioning:
axe deodorant, honda element
conformity vs. divergence
why do people share word of mouth about things rather than others
social transmission
how can we build buzz?
how can we make messages tastier?
how can we craft virus content, products or ideas?
why it matters?
trust
targeting
why some things get more word of mouth? these are the reasons:
social currency
how can we make people feel like insiders?
smart, special and in-the-know
show do not tell
show how remarkable you are
triggers
top of mind = tip of tongue
what we think about makes us talk about it
increase the frequency of triggers
reminders, what reminds people of your brand
what is our peanut butter?
emotion
positive and negative emotions
more arousal = more likely to spread it and share it with others and do something about it
public
make your product more visible, expose it
built to show, built to grow
imitation
social proof
the more visible it is, the more likely it will be imitated by others
practical value
useful content, offer or profitable offer or content
how to make things appear more profitable or useful compared with other useful things or offer:
25%
in 20$ vs.
500$
in 2000$
stories
the more it looks like an ad, the less likely people share your story, use psychological cover to share your story
a trojan horse story
how social networks shape the spread of information and influence
network types
social
connections: age, geography, hobbies, job
shallow
deep
nodes: actor example
small world research, homophily
2 types of products and services
simple
sprinkler: one or two dozes of influence
multiple locations
complex
waterfall: multiple dozes of influence
single location
ties
weak
strong