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SHIV DIXIT

CHAIRMAN - BITEX IND... • 8m

📖 DAILY BOOK SUMMARIES 📖 🚀 12 Lessons from 👉 🔥 Contagious , Buld word of mouth 🔥 ✨ By Jonah Berger ✨ 1. Social Currency • People share things that make them look good • To drive word-of-mouth, brands must provide consumers with "social currency"—something that enhances their self-image or makes them appear knowledgeable or cool. The more exclusive or novel something is, the more likely it is to be shared • Tactics: Offer something remarkable, use scarcity, or make people feel like insiders e.g., secret clubs or exclusive offers 2. Triggers • Top-of-mind leads to tip-of-tongue • Products or ideas are more likely to be shared when they are associated with everyday cues or triggers. If something frequently comes to mind, it's more likely to be discussed • Example: The association of peanut butter with jelly can make people think of a peanut butter brand when they hear the word "jelly" • Tactics: Tie your product or message to common, daily triggers e.g., time, location, or related activities 3. Emotion • When we care, we share • Content that evokes strong emotions—whether positive or negative—is more likely to be shared. High-arousal emotions (like awe, excitement, anger, or humor) spur people to action and make them more likely to spread information • Example: Viral charity campaigns often evoke empathy or compassion, driving people to share • Tactics: Craft messages or products that generate emotional responses, particularly ones that inspire high arousal 4. Public • Built to show, built to grow • People are more likely to imitate others if they can see what others are doing. The more visible a product or behavior is, the more likely it is to spread • Example: Apple made its white earbuds iconic, turning users into walking advertisements • Tactics: Create products or marketing strategies that are highly visible and easily observable e.g., branding elements, public usage 5. Practical Value • People like to share useful information • People share things that are helpful, useful, or provide practical value. Content that teaches, solves problems, or offers tips and tricks tends to get shared because it benefits others • Example: "How-to" videos, life hacks, and product reviews are shared because they provide tangible benefits • Tactics: Highlight the practical value of your product or message. Make information clear, actionable, and easily shareable 6. Stories • Information travels under the guise of idle chatter • People love to share stories and narratives. Effective marketing embeds products and messages within compelling stories that people will retell. Stories provide a natural structure for spreading information • Example: Subway’s Jared Fogle weight loss story became a viral narrative that promoted the brand • Tactics: Create a "Trojan Horse" story—one that engages people while embedding your brand or product message 🔗Read more points and download whole book freely from comment section🔗

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Anonymous

Anonymous

Hey I am on Medial • 8m

1. Social Currency (Deep Dive): People want to share things that give them status or make them feel like "insiders." Examples: The "Please Don't Tell" speakeasy in New York, where people shared the secretiveness of the bar as part of its allure. Game mechanics (such as leaderboards or rewards) can enhance social currency by making people feel accomplished or unique. Marketers can offer "remarkable" experiences or products that are inherently shareable. 2. Triggers (Deep Dive): The effectiveness of a trigger relies on frequency and context. The more often a person is reminded of a product or idea in their daily life, the more likely they are to talk about it. Example: Kit Kat associated itself with coffee breaks, making people think of the candy bar every time they took a coffee break. Key Point: It's not just about creating a catchy ad or logo—marketers need to link their product to everyday activities or thoughts that recur regularly. 3. Emotion (Deep Dive): Not all emotions are equally effective in driving sharing behavior. High-arousal emotions like awe, excitement, anger, and humor are more likely to drive action than low-arousal emotions like sadness or contentment. Examples: Awe-inspiring or surprising videos often go viral (e.g., space explorations or life-changing innovations). Negative emotions like anger can also drive sharing, such as when people share stories of social injustice. Key Point: The more intense the emotion, the more likely people are to share. 4. Public (Deep Dive): Making things observable encourages imitation. If people see others using a product or engaging in a behavior, they are more likely to follow suit. Examples: The Movember movement made mustaches a symbol of supporting men's health, making participation visible. iPhone's distinctive design and logo encouraged social mimicry. Key Point: Products or behaviors need to be publicly visible to become contagious. Companies should make sure their products are easily seen in use. 5. Practical Value (Deep Dive): People share information that helps others because it makes them feel useful and knowledgeable. The focus is on convenience and value. Examples: Groupon's deals are shared because they offer significant savings (practical value). Tips, "life hacks," or product recommendations also fall under practical value. Key Point: Make sure the content or product you create is tangible, useful, and easy to apply. 6. Stories (Deep Dive) Narratives are the way people communicate and remember information. When a product or message is embedded within a compelling story, it's more likely to be shared and remembered Example: Blendtec’s "Will It Blend?" series is a classic example, where a blender is demonstrated by blending unusual objects, such as an iPhone, creating a story that people love to retell Key Point: The story needs to be intriguing and entertaining while naturally incorporating your brand or message as part of the narrative

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