contagious - 69.59.162.21869.59.162.218/pmshow/shoporg2013/keynote/contagious_jonah_berger.pdf ·...
Post on 14-Jan-2019
234 Views
Preview:
TRANSCRIPT
Contagious
Jonah Berger
Jonah Berger Jonahberger.com
@j1berger
Jonahberger.com @j1berger
“Word of mouth generates more than twice the sales of paid advertising in categories as diverse as
skincare and mobile phones”
--McKinsey Quarterly
Jonahberger.com @j1berger
Jonahberger.com @j1berger
Six key STEPPS
Social Currency
Triggered
Emotion
Public
Practical Value
Stories
Jonahberger.com @j1berger
Social Currency
Jonahberger.com @j1berger
Jonahberger.com @j1berger
(1) Make People Feel Like Insiders
Jonahberger.com @j1berger
Jonahberger.com @j1berger
Triggers
Jonahberger.com @j1berger
Jonahberger.com @j1berger
Triggers Top-of-mind means tip-of-tongue
Jonahberger.com @j1berger
Jonahberger.com @j1berger
Peanut butter and ___________ Rum and ________
“weekends are made for Michelob”
Jonahberger.com @j1berger
Jonahberger.com @j1berger
Emotion
Jonahberger.com @j1berger
Public
Jonahberger.com @j1berger
Public Built to show, built to grow
Social proof
Jonahberger.com @j1berger
Make the Private Public
Jonahberger.com @j1berger
Practical Value
Jonahberger.com @j1berger
Jonahberger.com @j1berger
Stories
Jonahberger.com @j1berger
Did you know that Subway has 5 subs
under 5 grams of fat?
Jonahberger.com @j1berger
Panda cheese
Jonahberger.com @j1berger
Six key STEPPS to word of
mouth
Social Currency
Triggered
Emotion
Public
Practical Value
Stories
Two Key Next Steps 1) Find Your Message 2) Apply the STEPPS
Free Crafting Contagious Workbook Jonahberger.com/member-content
Jonahberger.com @j1berger
Thank you.
Introduction of STEPPS
Contagious
Jonah Berger
top related