Contagious: Why Things Catch On (Jonah Berger, 2013)

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  • Word of mouth is more persuasive and more targeted
  • Example: Blendtec Youtube video - Will it blend?
  • 6 key STEPPS:
  • Social currency: how people sees a product
    • Foursquare don’t pay users to check in and airlines don’t give discounts to frequent flier members
  • Triggers: how one thing related to another
    • Give me a break, give me Kit Kat
    • Poison parasite slyly injects poisons (your message) into rival’s message using trigger
  • Emotion: how people feel about something
    • Like social glue, maintaining and strengthening relationships
    • Positive, high arousal: awe, excitement, amusement (humor)
    • Positive, low arousal: contentment
    • Negative, high arousal: anger, anxiety
    • Negative, low arousal: sadness
    • Example: United breaks Guitars
  • Public: monkey see monkey do
    • Social proof: tip jar always have money
    • Example: Sent by Blackberry or iPhone
  • Practical value: useful content
    • Life Hacks in YouTube
    • The rule of 100 where big amount should use value and small amount to use percentage
  • Stories: epic story shares more value
    • Share story using Trojan horse method

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Mentality is important: accept there is money in your local marketplace, take advantage of the opportunities the recession created, make decisions based on numbers and not opinions Know your numbers Leads x sales conversion = customers Customers x average transaction value x transaction frequency = revenue Revenue x margin = profit Lifetime value (LV) = profit / customers Cost Per Customer (CPC) = marketing investment / customers Cash on Cash Return (CoCR) % = LV / CPC x 100 Know where your customers come from Run competition, privileged club and continuity programs Write to woo customers’ emotions and not their logic - write and submit informative and educational articles online When everybody is your customer, nobody is Developing unique selling distinction = purple cow Customise promotions & sales for every customer - up-sell, cross-sell & down-sell
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