For example, there is a description of a youtube video that went viral, that advertised a blender--and boosted sales enormously. When our emotions are tugged at in just the right way, we buy, talk, shop, share, spread, and express interest. Of course not all advertising works and there are examples of some of those. . Contagious why things catch on free pdf, Ebook Contagious: Why Things Catch On currently available for review only, if you In this book, Berger reveals the secret science behind word-of-mouth and. The author did his own narration for the audio and he did a great job. Why not? 4. Download for offline reading, highlight, bookmark or take notes while you read Contagious: Why Things Catch On. Public – “Built to show, built to grow” There are some products and services that seem to spread like wildfire? Great marketing book and a good way to see why some of the dollars you spend are not working. Leveraging good stories that are useful, engaging, and that drive value will help you and your product, idea, cause increase social influence and word-of-mouth transmission and propel it to be the next big thing. Companies understand that this is how their customers make purchasing decisions, and use it to their advantage to encourage customers to make selections easier and faster for them. Others were more forgotten. As Berger explains, “Information travels under the guise of what seems like idle chatter… we need to… (embed) our products and ideas in stories that people want to tell… [by making] our message so integral to the narrative that people can’t tell the story without it.”. Traditional marketing suggests that quality, price, and advertising are the critical factors to determine a product or idea’s ability to achieve success or popularity, but Berger argues that this misses the full view – social influence and word-of-mouth transmission are far more essential to drive “virality,” and ultimately account for 20-50% of all purchasing decisions. For example, in 1997, The Mars Candy Company noticed a spike in their Mars candy bar sales. The author did his own narration for the audio and he did a great job. Everyone has a theory about why ideas go viral, but Jonah Berger has studied the phenomenon and it’s not all babies and cats. The human brain is hot-wired to use this so-called “currency” to make a good impression on others. the color red is linked with roses, Coca-Cola, cars, Valentine’s Day etc. Interestingly, only 7% of word-of-mouth content is shared online (Facebook, Twitter, and Instagram are merely tools to help support the spread of good ideas, not the answer to adoption), and while social media can help us reach millions of people, often face-to-face interactions are more effective and allow people to focus on the topic at hand (instead of sorting through the hordes of data online). It felt like I was attending a class. I have never been so intrigued by Berger's principles and writing style. But the most effective and prosperous ideas have been empowered and supported by one or more of the 6 STEPPS in some way. Maybe that's why they're popular. 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. It was like a mirror of Nir Eyal's book "Hooked" BUT if you look at the publish dates, this book was published first. This is a breakdown of the book Contagious : Things Catch On by Jonah Berger. Berger describes this form of word-of-mouth tool as “social currency,” or the “currency” we use to buy and sell people’s opinions of us. Contagious is sorted into a six “STEPPS” process: Social currency, Triggers, Emotion, Public, Practical value, and Stories. The best part of our kn, Excellent and Informative Book with many examples to explain the concept of “Contagious” and how many things become viral and are spreaded. Not really. Berger attempts to explore these mechanisms closer. Some 50 pages later, I realised I couldn’t put the book down! What we talk about, inevitably determines what others perceive of us, which leads us to share things that make us seem more entertaining, clever, smart, and/or funny. Dove asked customers to send in videos of their own stories under the rubric of “Real Beauty.” Thousands of video stories were sent in, which generated millions of views. But for me, it was stars. [sibwp_form id=1] By designing products and ideas that are linked to our surroundings, it helps to set off frequent “lightbulbs” or “triggers” in people’s mind. I have never been so intrigued by Berger's principles and writing style. ‘“Leverage game mechanics” – use elements of a game to make something fun, interesting, and hook the consumer. Understanding arousal can help you drive viral content and products for yourself, by focusing less on information (features and benefits) around your product or idea, and focus on how people think, feel, and react to certain messages. People binge drink in college, because they see their peers doing the same. Most people miss superfluous details, so to get customers to think about your product or idea, weave it into a story with key factors critical to your brand and add other “sticky” factors: humor, creativity, quirky. If you get someone bought in, they will likely tell their friends and family about it, thus beginning the cycle of creating something viral. This book is perfect for anyone getting into marketing for this first time, and wants a 101 on Content and 'Viral' marketing. To do so, it’s important to create one of the following three things: The key to being successful across all of these factors, is to build intrinsic motivation within people – if something is truly successful, people will want to talk about or buy into your product or service if it means they will gain value from the product or experience, as well as look good to others. “People don't think in terms of information. I found this dull and not terribly informative. Anyone involved in business has observed that certain products, services or ideas seem to catch on and become wildly popular.Others ideas fall flat.Why do some ideas fail to achieve widespread acceptance despite being high quality, of good value, and endowed with hefty advertising budgets? In this day and age so many people believe that advertising and/or social media drive trends. Most of the examples provided are quite good, however, the book itself could have been more concise and organised. Also there are many day to day activities such as knowledge , laughter , passion and so forth are already contagious in our life. Everyone hear of him all the time, so even if he was good or bad, people voted for him. There was one thing, however. Practical value is all about sharing useful information that will help others save time, energy and resources. Provides a plausible rationale for why people think the way they do. But, how can you make that happen for your business? Think about ways to make your product or idea stand out by breaking from tradition and what people expect from an experience; i.e. . I had been looking forward to this book release as the topic is interesting and even possesses its own themed six characteristics, conveniently ascribed the acronym STEPPS, which the author Jonah Berger explains contributes to why products or ideas become contagious. Consistent throughout all viral content, are six key ingredients or “STEPPS:” Social Currency; Triggers; Emotion; Public; Practical Value; Stories – none of which are mutually exclusive but are all independently available for use on your product or idea wherever and whenever it makes the most sense. Also there are many day to day activities such as knowledge , laughter , passion and so forth are already contagious in our life. What creates viral content, and how can you do this for your own business? and more targeted (people share stories with those who are actually interested in the topic). In many cases, it can drive activism in politics, switching from one product to another, or writing a Yelp review online to encourage people to eat or not eat at a certain cafe. He offered some stories about brands that one could easily identify with. A few years ago, Dove skin products created a viral video that showed how unrealistic professional models look in advertisements – showing how much make-up, hairspray, and photoshopping went into creating a “beautiful” advertisement. Contagious: Why Things Catch On by Jonah Berger explored these ideas. The examples he used were very current and straight forward. Buy Contagious: Why Things Catch on by Berger, Jonah (ISBN: 9781451686579) from Amazon's Book Store. It's not particularly well written, nor is it (despite its claims) in the least scientific, but this book offers lots of cute stories and plenty of click-bait YouTube fodder. In fact, more frequently trigger-associated products can increase word-of-mouth by 15 percent, and because it is top of mind, it generally means someone will be more likely to act on what they are thinking about. A very useful book for anyone wishing to have an impact with ideas. When people think about your product, they will likely talk about it, share their experience with it, and become repeat customers over time. WHY THINGS CATCH ON ... [and] can [be used to] make any product or idea contagious.” 0; Pub Date: March 5, 2013. It was an approachable read on how ideas take off and become contagious. In his award-winning, New York Times best seller Contagious Why Things Catch On, author Jonah Berger gives countless real-life examples of the mysterious methods employed to capture the logic defying attention of the masses. The Tipping Point: How Little Things Can Make a Big Difference. I loved every chapter. hotel and airline rewards programs… people will go out of their way to achieve status and to fly with their preferred airline (even if it means making multiple layovers), moreover they love telling others that they are a Diamond Medallion member with Delta and what their experience is as a Medallion member. Read honest and unbiased product reviews from our users. Then there is a video that went viral, and advertised a casino--but didn't boost sales at all. This was an alright book. I loved every chapter. The spots did exactly as she hoped, and soon sales increased by 8% by the end of the year. Each chapter better than the next. “Triggers” are stimuli that connect thoughts and ideas together. Companies and individuals can use this to their advantage, by providing their customers with products, experiences, and content that connect directly with them in a way that encourages sharing with others, while promoting the company’s ideas, causes and/or products simultaneously. It's an extremely lightweight read. It turned out that during that same period, NASA was organizing a mission to Mars to collect samples and data from the planet – and with the continuous news cycle featuring NASAs and the planet Mars (the candy/company is named after the founder, not the planet), the news triggered the idea of the candy in people’s minds, and sure enough sales spiked. This is a fun book, full of ideas for advertising new ideas or products. JetBlue (low cost airline) offers first class amenities to all passengers: quality snacks, comfortable / roomy seat, DIRECTV for all. Cancel Unsubscribe. While the contents of the book are nothing truly radical (after all marketing, in some form or the other, has existed for millennia), it is helpful to break down some of the art into easy-to-follow guidelines. Emotional content evokes feelings, both positive and negative, that drive people to share and act on those emotions. For example, “I voted” stickers after voting make the private act less private and reminds others to vote too. Moreover, products and ideas with practical value is passed along to help others despite geographic distances. Or, reusable bags from Lululemon, event participation t-shirts, and Livestrong yellow wrist-bands provide the public a glimpse of what the individual believes or likes. Berger provides the example, of looking for a restaurant in an unfamiliar city: we look for restaurants that are full of people (because it must be delicious or hip), and we walk by the restaurants that are empty (food too expensive or bland). The video encourages the viewer to be natural and to be happy in one’s own skin. Of the six wonderful principles (STEPPS) explained i believe that word of mouth is most effective. I finally started reading it on my trip to this past week. In fact, “word-of-mouth,” he explains, is effective because it is more persuasive (people trust what others tell them much more than they trust ads they see on T.V.) There is just not that much information in this book far beyond common sense most people already intuitively know. But for me, it. Loading... Unsubscribe from Ron Henry? Effective triggers are caused by frequency (how often we interact with a trigger i.e. You'd think a book that explores the mechanics of going viral would be, well, interesting -- that it would embody the concept it was exploring. Self-advertising, or product or idea that transmits social proof or passive approval because usage is observed (i.e. “Making things more observable, makes them easier to imitate, which makes them more likely to become popular,” writes Berger. . So, they make choices based on what they see. Everyday interactions we have with other people in life are definitely contagious in some way or the other. That’s why parents often send useful articles, coupons, as well as cooking & cleaning advice to their kids – it strengthens social bonds, even when distance makes things difficult. In a few years it will seem fiercely dated, but at least the advertising principles won't stop working, whatever the medium. The content was good, but I would have loved more depth on how to apply the author’s ideas and research. Basically one man's rules on how to swindle people through advertising because they make it so easy to do. We’d love your help. Jonah Berger Key Insights. . Observability plays a huge role in what products or ideas catch on. “Contagious, Why Things Catch On” by Jonah Berger, published by Simon and Schuster. – too many weak links, whereas when you hear the word “peanut butter”, “jelly” usually is the first link we think about). Analytics showed that the sales response functions of all promotional activities were enhanced by this program. Mr. Berger argues that if we want our product or idea to catch on and spread like wildfire, we must try to build into it as many of these six STEPPS as we can. Refresh and try again. He sounded personable without coming across as overbearing or super geeky. Berger calls the concept of looking at what others are doing to resolve our own uncertainty, “social proof.” Individuals imitate actions, because other’s choices provide information that helps them decide how to do something. Poor Ash’s Almanack > Book Reviews > Business. What makes things popular? online dating, supporting certain causes like Mustache November… where participants raise money growing a beard during there month of November… these things start a conversation). I was hoping for more of a book to understand "why" people fall for the gimmicks, want status symbols, and buy what they buy. “Good game mechanics keep people engaged, motivated, and always wanting more.” i.e. Readers might suppose that Jonah Berger’s new book, “Contagious: Why Things Catch On,” would shed light on these famous cases of viral content. I don't get trends/fads or why so many people buy the things they do. “Find inner remarkability” – generate something unique, quirky, surprising, or novel. His book is for the world of the materialistic and I am not one of them. We will write a custom Book Review on “Contagious: Why Things Catch On” by Jonah Berger specifically for you for only $16.05 $11/page. March 5th 2013 New words have even been coined to describe the phenomenon … trending or viral. Just a moment while we sign you in to your Goodreads account. Great overview of viral marketing, good stories, credible research, engaging style. Contagious: Why Things Catch On So I won this in a goodreads give away. His book is for the world of the materialistic and I am not one of them. STEPPS stands for: Sporting a business degree (advertising/PR/Marketing) under my belt means that I view the world, consumer and otherwise, in a marketing sense. Now I didn't read this thinking I would walk away with earth shattering information, so I can understand why some may have been disappointed with this book. If this material is enough to cover an entire Wharton MBA course, then I'm not sure what that says about Wharton's program. Of the six wonderful principles (STEPPS) explained i believe that word of mouth is most effective. Contagious is one of those books that is destined to become essential business reading, especially for the marketer. © 2016-19 The Marketing Journal and the individual author(s). 301 certified writers online. Contagious Why Things Catch On di Jonah Berger ecco la copertina e la descrizione del libro libri.cx ГЁ un motore di ricerca gratuito di ebook (epub, mobi, pdf), Contagious Why Things Catch On Baixe e leia livros gratuitamente. But while people focus on the story itself, information comes along for the ride.”, Goodreads Choice Award Nominee for Nonfiction (2013). Everyday low prices and free delivery on eligible orders. I did not know most of the references that the author mentioned. Contagious Book Review “Contagious” is easy to read, insightful and highly applicable. Let us know what’s wrong with this preview of, Published “Contagious: Why Things Catch On” By Jonah Bergen is an eye-opening book full of not only entertaining examples of viral campaigns, but also a painstaking analysis into the science of social transmission. But are those two things enough to explain why people would be willing to pay $100 for a cheese steak sandwich, why a certain video gets millions of hits on YouTube or one brand of blender outsells another? I was hoping for more of a book to understand "why" people fall for the gimmicks, want status symbols, and buy what they buy. His new book is … A quick read, but I really enjoyed it. “If something is built to show, it’s built to grow.”- Jonah Berger Learn More. SO, this was actually the original book. Humans think in terms of narratives, which is why we frequently recall and share stories. ISBN: 978-1-4516-8657-9. logos on shirts, the message at the end of an email sent on iPhone: “Sent from my iPhone” etc.). I read some in "Thinking Fast and Slow" And some conclusions i got out of is that people are just more likely to go with what they're used to. coffee vs. hot chocolate – people see and think about coffee every day, whereas hot chocolate is more seasonal, so associating with coffee is far more effective) and strength of the link (more unusual links are better than those that are associated with too many things, i.e. They think in terms of narratives. Welcome back. Tax hikes, price increases, new iPhone releases, elections and policy stances – all evoke positive and negative outbursts that drive people to talk about it with those around them. I kept it around a few weeks and looked at it and always thought, "What a great cover!" According to Jonah Berger in “Contagious: Why Things Catch On,’’ there are six ingredients associated with messages, products, or ideas that go viral. Contagious: Why Things Catch On September 17, 2019 April 1, 2020 by Scott J. Pearson. But what if we could use research in a way that helps us understand how things go viral? The key to being successful for companies is to position this useful information in a way that stands out to consumers. The only positive thing that I can say about this book is that it's a fast read. In, I received Contagious via BzzAgent. Standing out in today’s market is harder than ever as advertising clutter projects 4,000 – 10,000 ads and brands at American consumers every day. Organic reasons why things catch on. Read this book using Google Play Books app on your PC, android, iOS devices. (By the way, the author Jonah Berger was mentored by Chip Heath, the author of Made to Stick), This book about marketing and how it works on people. I kept it around a few weeks and looked at it and always thought, "What a great cover!" Register for FREE updates We've got you covered with the buzziest new releases of the day. To get consumers thinking about the brand again she looked at when people ate Kit Kats the most… during breaks and usually with a hot beverage. Next in this ‘Contagious: Why Things Catch On’ review, Jonah analyses the New York Times most-emailed list to discover why emotions can dramatically increase our need to share. This book about marketing and how it works on people. Find helpful customer reviews and review ratings for Contagious: Why Things Catch On at Amazon.com. Publisher: Simon & Schuster. Sharing is all about minting social currency. Let me just tell you, I read this whole book in a 4 1/2 hour flight! Everyday interactions we have with other people in life are definitely contagious in some way or the other. Jonah Berger. Like ho. Although I can predict trends and see market value; I was very curious about. For example, when buying a book from Amazon, the website posts the original price next to the discounted price to make people think that they are getting a good deal – Amazon benefits from that contrast. 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 candy bar’s jingle had been around for 21 years, and had run its course. I don't get trends/fads or why so many people buy the things they do. *A full executive summary of this book is available here: This book is useful for presenting a framework for how to think about making an idea, product or service contagious. It helps merchants increase the likelihood that people buy your product and share with others. Word of mouth. Contagious – Why Things Catch On Author: Jonah Berger Publisher: Simon and Schuster Publication: 2013 Ever since Gladwell’s Tipping Point, the business press has been adding flesh to the bare bones theory that what make’s a product or idea ‘go viral’ is 1) The Law of the Few (seed with influencers), 2) The Stickiness Factor (play to […] Contagious: Why Things Catch On - Ebook written by Jonah Berger. Contagious: Why Things Catch On By. I highly recommend reading it so you can get the in-depth stories and studies he tells to back up his points. The story was only a few minutes long – but it told a positive story, while simultaneously plugging the Dove brand. “Making the private public” suggests that if you can bring something to the surface that others previously had been too embarrassed to talk about – you can eliminate stigma around products, services, and ideas that were previously consumed privately and help it catch on with people who had previously felt uncomfortable discussing this out loud (i.e. I wanted to get inside their heads. When it comes to pricing, “diminishing sensitivity” can influence buyer behavior, which is where the “Rule of 100” becomes handy. The anecdotes were helpful, but more would have helped. Why do some things get more word of mouth than others, and how, by understanding that science, can we make our own stuff more successful? Thus, it is important to think about context of the environment of the people you are trying to target: whether seasonal (candy corn and Halloween); geographic (cheesesteaks and Philadelphia). The best part of our knowledge ( which is contagious in nature ) is to “pass it on” ( share with others ) as said in a movie named “Lucy” and i could recall the dialogue at this moment :), This was an entertaining read and it was the perfect book for my day. Jonah Berger proposes six principles that can be used in making a message more contagious. Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and bestselling author of Contagious: Why Things Catch On and Invisible Influence: The Hidden Forces that Shape Behavior. Contagious Why Things Catch On. Does your company have any ideas that fit those factors that would make them great items to share and if not, how can you start too. Thank you, Dr. Berger, for this elucidating and very useful book. Need another excuse to go to the bookstore this week? BOOK REVIEW: “Contagious: Why Things Catch On” by Jonah Berger, “Crowdsourcing, Innovation, and the Tyranny of Ideas” – An Interview with jovoto’s Bastian Unterberg, Tim Aßmann, and Liz von Loewen, “What’s Next for Marketing?” – An Interview with Sundar Bharadwaj, “When Logic meets Intuition: The Squircle” – an interview with Francis Cholle, “Ending the War Between Sales and Marketing” – An Interview with Philip Kotler and Neil Rackham, “Harnessing Your Personal Narrative” – An interview with John Hagel, “Consumer Boycotts: An Essential Method of Peaceful Protest” – Philip Kotler, “The Rise of 5 New-Normal Lifestyles” – Philip Kotler. We'll assume you're ok with this, but you can opt-out if you wish. Dr. Berger has spent over 15 years studying how social influence works and how it drives products and ideas to catch … Have you ever wondered what makes a product successful? Goodreads helps you keep track of books you want to read. Review Posted Online: Nov. 4, 2012. 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. Consistent throughout all viral content, are six key ingredients or “STEPPS:” Social Currency; Triggers; Emotion; Public; Practical Value; Stories – none of which are mutually exclusive but are all independently available for use on your product or idea wherever and whenever it makes the most sense. Contagious Why Things Catch On Download grГЎtis. Dhanteras 2020 : Watch the special live report from jewelry markets in Maybe all popular non-fiction books are like that. Like how Trump did it. The basic STEPPS framework is as follows: Interesting and disturbing. They had not changed their marketing campaigns, yet sales were up. Now I didn't read this thinking I would walk away with earth shattering information, so I can understand why some may have been disappointed with this book. It makes a great pair with a few more books on marketing and influencing such as “ Make to Stick “, “ The Tipping Point “, “ Triggers “, “ Brandwashed ” and “ Influence “, the big classic by Cialdini. Contagious Why Things Catch On.pdf Free Download. Page Count: 224. CEO’s, marketers, politicians, sociologists, and entrepreneurs alike, expend excessive time and resources to explore new ways to fuel buzz around their latest products, service, advertisements, campaigns or causes – yet without clear structure, it’s easy to spend millions of marketing dollars on methods that miss the mark every time. It's interesting to take the 6 factors discussed and review them against your corporate advertising. Contagious: Why Things Catch On presents current research insights on creating word of mouth in an easy to comprehend but only introductory way. The book is good enough for what it is. Of course not all advertising works and there are examples of some of those. Word of mouth tends to reach people who are actually interested in the thing being discussed.” Study why people talk, what they talk about, and why some things are talked about more than others. “We’re not going to tell a friend who doesn’t have kids about the best way to change a diaper. This was an entertaining read and it was the perfect book for my day. Some products, ideas, services, and behaviors catch on and become popular while others falter. Subscribe Subscribed Unsubscribe 3.7K. I finally started reading it on my trip to this past week. First, I want to disclose that I received this book for free. Berger provides the following example to illustrate this rule: Say you see someone you know and respect using an Apple Computer at a cafe (identified by the Apple logo and exterior casing), this form of public visibility might mean that you are likely to want to imitate their behavior and buy a Mac because it looks cool or because you want to emulate their behavior. People do what they can see – “monkey see, monkey do”. By making our products more public, we create self-promoting ideas that produce lasting memories that stick around well after the first interaction. - Read book Contagious Why Things Catch On PDF by mailtrix - Issuu Jonah Berger’s book, ‘Contagious: Why Things Catch On‘ breaks down the ingredients that makes stuff spread. It felt like I was attending a class. Contagious: Why Things Catch On Publisher: Simon & Schuster Author: Jonah Berger Price: $26.00 Format: Hardcover Length: 256 pages ISBN-13: 978 … Berger explains that “regardless of how plain or boring a product or idea may seem, there are ways to make it contagious…” if you know the right way to do it. I paid for my copy and wish I'd spent the money on something more, well, buzz-worthy. Excellent and Informative Book with many examples to explain the concept of “Contagious” and how many things become viral and are spreaded. If you find a great bargain, you will probably describe your entire experience when you recommend the deal to your friends. “Make people feel like insiders” – scarcity and exclusivity drives desirability… people love when they feel like “insiders” i.e.