Berger (2013) -- Contagious (Intro )
Some things are popular because they are plain better, have attracting pricing or good advertising. But compared with traditional ads, word of mouth as a social transmission is more persuasive, more targeted and available to everyone. To utilize word of mouth, finding the opinion leader is important. What’s more important is the message, this is the part that contribute to virality.
Actually, there is a STEPPS formula to go viral!
1. Social currency
This is about making people gain social satisfaction（be viewed as cool, smart, etc.）among his social network so that he is willing to become the opinion leader to spread the news, in other words, volunteer to be our sales guy.
2. Triggers
There are many topics in the world, and the topics most people would talk about are those that come in their mind. So it’s an important job to build connection between the products and the daily things that target groups of customers might think of.
3. Emotion
Utilizing people’s emotion is a powerful thing. For example, on online social networks, most-viewed posts like cute puppies or babies utilize people’s empathy for vulnerability. Funny videos utilize people’s happiness. International conflicts evoke people’s anger. So viewers have strong desire to share these things.
4. Public
Publicity should be created not only before purchasing, but also during purchasing and after purchasing. Seeing is believing. Creating the connection between products and individuals can expand its exposure in public. Like a soft drink with a package of unique description of 12 constellations, people may buy the one with which the constellation they belong to and share with others on social medias, so the product also goes public.
5. Practical value
This is about product. No matter how good the marketing skill is, product is still the basis. Marketing may bring first trial, but good product with practical value brings repurchase. People won’t recommend others with products that they know do not work well
6. Stories
Like the super bowl ads, advertisers don’t sell their products anymore. Instead, they start telling stories to convey the belief about the brand, so customers who approve that belief may get interested in any products under the brand.