Contagious: Why Things Catch On | Jonah Berger | Talks at Google
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- Опубликовано: 26 мар 2013
- We all know ideas and information spread through word of mouth. But according to Berger, the key to making things really popular happens long before it's discussed at the water cooler or "liked" online. It starts with the message. Drawing on his groundbreaking research, he explains that there are six key steps that make products or ideas contagious. Those "STEPPS" -- Social Currency, Triggers, Emotion, Public, Practical Value, and Stories -- will help any product or idea spread like wildfire. Surprisingly, Berger also reveals just how little word of mouth is generated online versus elsewhere. Whether you're a public health official trying to get the word out, a small business owner trying to get your restaurant to catch on, or a manager at a big company trying to make your product popular, Berger's findings will help you craft products and messages that people will share.
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I learned about Jonah Berger and his great book contagious from a Nipsey Hustle interview
Prophet Mocmoud facts
Me too I added every book on Nipsey a reading list, he was a genius
Same bro 🦾🦾🙏🙏
I'm here because Nipsey Hussle.
Sincere I am same same #foreverNipsey
#LongLiveNipsey
Me too! Lol wow
Sincere I am same .!! Dude had some much game and this isnwhy 📚
I'm still mourning over him man.
15:59 (1) social currency
16:20 (2) triggers 18:20 19:30 20:15
-applying 21:10 22:28
24:40 (3) emotion
-caring ones increase
25:00 (4) public
-seeing increases possibility of imitation
25:45 (5) practical value
-news you can use
25:50 (6) stories
I just bought this book because of Nipsey Hussle. He was on the Combat Jack Show Podcast in 2013 and spoke about how good it was. He was correct. RIP.
I just bought this book because of Nipsey Hussle too! I plan to read all of the books that he read ;)
From an article about Nipsey Hustle's death
Me too! RIP Nipsey
Totally agree with the STEPPS method of categorising the kind of content that gets shared. Use humour, entertainment and emotions to make content shareable and viral.
Received Jonah's book 'Contagious' from Santa. A fantastic read!
Explains very well why some things go viral. Great video talk.
Very interesting and engaging video! Did not seem to be 40 minutes long at all. Thanks for sharing!
I was watching a Brian Dean video and he mentioned Jonah Berger... Down the rabbit hole I go👉🏾✨ Gratitude🙏🏿
Thank you for making this video ..
Running to buy your book...can't wait to read it! Congrats!
Great video
I love that... focus on the message not the messenger... thx Jonah, awesome :-)
Loved the book and love this talk, can’t wait for read his next book! ❤️
I am here because of Nipsey Hussle♥️
Conatgious is such a great book, such a different yet accurate marketing point of view
Really good question at 23:52, asking about coffee 'break' as a trigger. KitKat slogan always 'Have A Break, Have A KitKat'
The talk was great. The panda commercial was even greater. I'm sold on the Jonah Berger method.
This is gold!
So good. Wow! Loved this.
Just Went Thru Some Audiobooks I Had A Nudge Remembering Nipsey Hussle Telling What Book He Read So Im Here And Thank You Nipsey Hussle🏁🏁🏁
Hi Jonah! My cat sat and watched your video with me which we both found very interesting. Kidding aside it was very interesting and I am going to buy your book to find out more. Good teaser...gotta learn more! I first saw your interview on Marie Forleo which is how I found this video. I am excited to apply these principles to my new venture. Thanks!
You’re funny.
Thanks for sharing
Nipsey Brought me here! TMC
Thanks for sharing appreciate it ⚡ ⏳ 🙏🏻
Great video- I'm buying the book and thank you for introducing me to Panda Cheese Lol!
7:29 and exactly ten years later... Twitter is not here anymore. At least not in the same way...
Great practical applications of almost intuitive, yet somewhat revelatory ideas, hence the comment
HussIes way! The leverage of attention to his mixtape is why I'm here.. KnowIedge!
Stfu
Great !
I saw Jonah in an interview with Marie Forleo and found the content interesting
29:39 6 key 🔑 steps 🚶♂️ to word📖 of mouth 🧠⚡⏳🧘♂️
This video is like the Summary of his book 256-page book in 40 minutes
WOW I didn't even realise that when I buy new earphones, I look for ones that are white, because to me that just seems like better quality. But in fact it's just an arbitrary colour! I am so glad he pointed that out... hahaha it was just a behaviour I did without even thinking about it. Apple, you got me! ;)
awesome video! thank you :)
"I'm trying to make people appreciate how awesome the internet is"... wow! I can see someone saying "I'm trying to make people appreciate how awesome VR is"
From the book the catalysts
Are we sure in 2022 that people sitting and talking to each other is more likely than spending time on a social media app when a group is waiting together for something to happen?
09:30 Recipe of the book starts from here before that context is setup 👌 ⚡🧠⏳🧘♂️
This is a very good book, I was paging through it at Barnes and Nobel the other day, and I think I will go back and buy it after watching this video and considering what little I read as I paged through it. Consider this a recommendation. #marketingbookreviews
yes, the book is really nice. I bought it... I get all my "good" books from amazon recommendations xD I got my best books that way. Amazon just knows, what I like to read.
And now I did marketing for amazon with a story.
I like the example of Panda Ad.. generated from Egypt Creator with fun :)
CATS!!! I def would share that photo and talk about it and laugh at it and smile at it
🎯 Key Takeaways for quick navigation:
[35:32] 🎵 "Friday" by Rebecca Black went viral despite criticism, garnering over 300 million views in 2011.
[35:55] 📅 Regular triggers like the day of the week can make content more shareable.
[36:14] 🍞 Associating products with related concepts enhances memorability, as seen with peanut butter and jelly.
[36:45] 🏖️ Brands like Michelob and Corona link products to specific contexts, enhancing recall.
[37:23] 🐼 Memorable stories like Panda Cheese ads cleverly integrate brand messages, enhancing sharing.
[36:02] 📊 Measuring metrics like Facebook friends can influence behavior.
[36:30] 🔄 Offline word-of-mouth sharing is significant and should not be overlooked.
[37:58] 😺 Cats' photogenic nature and versatility contribute to the abundance of cat-related content.
[39:26] 😻 Emotional connection drives sharing of cat content.
Made with HARPA AI
I thought of rum and raisin
akeem anderson 🤘🏽
The marathon Continues
He advertised Amazon and Google....nice! (word of mouth) 8 years ago
1 Persuasion
2 Manipulation
3 Coercion
4 Overt Abuse
. . . Contagion ! 🙄
I'm following Nipseys ways
Im here because of Nipsey Hussle. (Comment by Marco V. Rosa)
im here because of my subject, to answer the written activity..
weekends are made for Michelob is old.....check tupac I get around...listen to it.
DARNELL STOKES lol hell yeah
Did you guys notice that men were the only ones making questions? That is something to think about. The conference was good btw :)
Most of the tech companies are having a hard time recruiting women. So there are more men there,
94K+ views... coz he used a Cat pic in the video @8:30
8:21 Ha, a Bill Cosby reference in 2013, different times...
And Bill Clinton reference too.
Jonah fails to grasp his own STEPPS process. His answer to the audience's cat question is actually a lot easier than what he mumbles about - It has nothing to do with the cat being "amendable" to to the meme generated. Rather, cats as animals create a high arousal in emotions. Either we love cats or hate cats and through either emotion we find amusement in the videos. Dogs don't arouse such high and strongly opposing emotions and thus dog vids will never equate to "viral" videos.
18:25. Dont mind me im just marking the time
Pinterest isn't the hot new thing really. its more instagram and snapchat and twitter/tumblr.
...And there's me thinking Pandas are cute. smh
Never say no to panda 🐼😂
The Panda is mean.
Cheerios
TKEEO903! Wuts hatninin?!?!?!
it's great presentation but the audience is so dead 😅
triggered!
LLNH
So long
His hair looks like instant noodles. Nevertheless, what he says does have substance.
pulling the plug on patients in the hospital is funny? this guy is sick
watching them twitch doesn't look funny?
your supposed to understand that it's not real, you know, cause of the giant panda.