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Contagious: Why Things Catch on

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Humans think in terms of narratives, which is why we frequently recall and share stories. If you find a great bargain, you will probably describe your entire experience when you recommend the deal to your friends. Leveraging game mechanics requires quantifying performance. But if a product or idea doesn’t automatically do that, it needs to be “gamified.” Furthermore, leveraging game mechanics involves helping people publicize their achievements.

These principles can be compacted into an acronym. Taken together, they spell STEPPS. Contagious Summary This book is really a study of human behaviour and psychology more than anything else, which is why I found it interesting. I began to look at advertisements and social media from an entirely new perspective. The more I read, the more I felt like I’d walked into an engaging university lecture on the psychology behind marketing. I couldn’t help but analyse my own consumption of media, advertising and various products.

1. Social Currency

So to get people talking, companies and organizations need to mint social currency. Give people a way to make themselves look good while promoting their products and ideas along the way. There are three ways to do that: (1) find inner remarkability; (2) leverage game mechanics; and (3) make people feel like insiders." Products and ideas have habitats or sets of triggers that cause people to think about them. What’s more, it’s possible to grow an idea’s habitat by creating new links to stimuli in the environment. Kit Kat wouldn’t normally be associated with coffee, but through repeated pairing in an ad campaign, it was able to link the two and lift sales by 8 percent. While social currency gets people to talk about things, “triggers” keep ideas and products fresh in the minds of consumers, ensuring that they keep talking about your idea. The key to being successful for companies is to position this useful information in a way that stands out to consumers. What effective strategies do you have to develop to promote or sell your products and ideas? What are the potential tips for creating influential content? The following key points will reveal how you can create contagious content by keeping in mind your audience and their requirements. Moreover, the tips below will also help you upgrade your marketing knowledge.

So, rather than just going for a catchy message, consider the context,” posits Berger. “Think about whether the message will be triggered by the everyday environments of the target audience.” This is a fun book, full of ideas for advertising new ideas or products. It contains many good anecdotes about promotions that worked and didn't work. For example, there is a description of a youtube video that went viral, that advertised a blender--and boosted sales enormously. Then there is a video that went viral, and advertised a casino--but didn't boost sales at all. Why not? The video had absolutely nothing to do with the casino--it was just a catchy video!People do what they can see – “monkey see, monkey do”. So, they make choices based on what they see. People binge drink in college, because they see their peers doing the same. Observability plays a huge role in what products or ideas catch on. Jonah Berger has given us a very good read that builds on "Switch" and "The Tipping Point." In essence we are introduced to a means to put into practice what were simply observations in the Heath's and Gladwell's separate takes on how to influence others. Those of us who work across sectors in community are always trying to find the magic formula for engaging and moving our respective audiences to action. Sporting a business degree (advertising/PR/Marketing) under my belt means that I view the world, consumer and otherwise, in a marketing sense. Although I can predict trends and see market value; I was very curious about why ideas and brands affect us. That is where Jonah Berger’s “Contagious: Why Things Catch On” came into the picture. Social currency. We share things that make us look good or help us compare favorably to others. Exclusive restaurants utilize social currency all the time to create demand. In community: involvement in an effort to solve seemingly intractable problems would provide social currency, but if jargon makes it too hard to explain either the issue or the solution we preclude virality.

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