Jonah Berger is marketing professor at the Wharton School of Business, University of Pennsylvania, located in Pittsburgh. Jonah recently published a book that every marketer and entrepreneur must read. It attempts to answer the question 'Why do things catch on?" Why do things go viral? What are the key ingredients? According to Jonah, it boils down to six things: social currency; triggers; emotion; public; practical value; stories, which if you need an acronym to remember, is STEPPS.
Contagious is easy to read, approximately 200 pages and only available in hard cover, published in 2013. It starts with a story making the point that story telling is one of the key ways to spread engaging stories. Word of mouth. The stories are compelling, many providing the light bulb ah-ha moments. If you want to know how to put together a strategy for your big or small business read on. There are specific steps to designing messages, creating stories, and creating content that will get people talking about your business or service.
My favorite stories of contagious behaviour included: the $100 philly steak, (the foodie in me loved this story); the phone booth reservations line and secret passage to a hidden restaurant; and why Rebecca Black's song Friday continues to be the most watched music video on line.
If you don't have time to read the book, you can check out YouTube. Here is a launch presentation by Jonah Berger capturing some of the highlights of Contagious. Check it out! Share the ideas and please share this blog post with your network.