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  • So there’s a place in Philly called Barclay Prime and their cheesesteak costs a $100.

  • Now the average cheesesteak costs about $5 but Barclay Prime has been really successful.

  • And of course there are many factors as to why, but one of the factors is social currency.

  • And the idea with social currency is that people share whatever makes them look good.

  • So if anything makes you look good, or smart, or cool, youre much more likely to share

  • it. So let’s say youre in Philly and you

  • get a regular $5 cheesesteakThat’s probably not something that youre gonna want to

  • tell everyone about. But imagine if you go out for dinner and get the $100 cheesesteak

  • That’s probably something that youre going to tell all your friends about. And

  • if youre like most people and can’t enjoy good things without posting a picture of it

  • on Facebook or Instagram, youre probably going to share a picture of the cheesesteak

  • as well just to show us that youre still really cool and you eat really expensive things.

  • So the first principle is social currency, and the idea here isIf sharing your idea

  • or product makes someone look good, theyre much more likely to share it.

  • And there are also five other principles that Jonah Berger has identified for why things

  • catch on and why they go viral. And he has a PhD from Stanford, he teaches at Wharton,

  • and he’s basically an expert on viral marketing. And after all his research, he’s identified

  • these six factors that he calls STEPPS. So moving on to factor number two

  • TriggersHow are you reminded of the idea or the product?

  • So youve probably seen the song Friday by Rebecca Black which has millions of views

  • on YouTube. And again there are many reasons for why it got so many views, but one reason

  • is that it has a really good trigger. So if you actually take a look at the stats on YouTube

  • for how people watch that video, youll see a spike in views every Friday.

  • Now imagine if the song was about the first day of school or something like thatSame

  • amazing lyrics, same amazing vocals, same everything. A lot of people might still watch

  • it on the first day of school, but people probably aren’t going to watch it two weeks

  • after the first day of school, or a month, or three months after. So Friday is actually

  • a really good trigger because it happens every week

  • And Kit Kat did the same thing in 2007. Their sales were declining every year and they needed

  • an effective marketing campaign. And what they did was they decided to link Kit Kat

  • to coffee. So in all of their advertisements, Kit Kat was always presented with coffee.

  • Now to someone who doesn’t understand the power of triggers, the coffee might not mean

  • anything. It’s just part of the advertisement; they had to put something in there so they

  • just put coffee in there. In fact, why don’t we advertise it with hot chocolate? It might

  • taste even better with hot chocolateBut that’s not the point! The point is that

  • we want to link Kit Kat to something that gets consumed all the time like coffee, so

  • every time a person thinks of coffee, he also thinks of Kit Kat. And yes, it might taste

  • even better with hot chocolate, but again that’s not the point, people don’t drink

  • as much hot chocolate as coffee. And Kit Kat’s sales had been declining 5

  • percent every year, but in the next twelve months after the campaign, its sales actually

  • were up by a third. So the second principle is triggers, and the

  • idea here isPeople need to be reminded of your idea or product, and you can help

  • them by providing a strong trigger.

  • The third principle is Emotion. When people feel strong emotions, they want to share.

  • So think of Susan Boyle’s performance on Britain’s Got Talent. Strong emotions like

  • awe or happiness get people to share. Even strong emotions that aren’t positive like

  • anger and anxiety get people to share. And this is really what the media relies on now.

  • The angrier and more anxious they make us, the more we share.

  • So strong emotions are good, but the emotion you want to stay away from is sadness. People

  • don’t really like to share something if it makes them sad.

  • The fourth principle is public, or what’s usually known as social proof. And the idea

  • here is that our decisions are affected by what everyone else around us is doing. So

  • if you actually take a look at car buying behavior, one of the factors that affects

  • whether someone will buy a new car or not is whether his neighbors and community are

  • buying new cars. And if theyre all buying a new car, he’s much more likely to buy

  • a new car as well. And Apple had this dilemma with their laptops.

  • The apple logo actually used to face the owner of the laptop when it was closed. And that

  • was a convenience for the user because it was easier to orient the computer once you

  • got it out of your bag. But the problem is that once the laptop was opened, the logo

  • was upside down to everyone else in the coffee shop or wherever you were.

  • So a decision had to be made whether the owner’s convenience was more important than everyone

  • else looking at the laptop. And they actually decided that the public image was more important.

  • So the fourth principle is public, and the idea here isCan people see when others

  • are using our product?

  • The fifth principle is practical value. If you can actually offer someone something that

  • really helps them, theyre gonna want to share it with the people they know.

  • So one of the shortest, easiest videos I’ve ever made was a two minute video about my

  • new favorite way to read. And there were so many people who liked that video. And it’s

  • been shared so many times. And the reason for that is because if you use that method,

  • you could actually read this book in only three hours. Now a lot of people take weeks

  • to read one book, so if someone shares with you a way where you can read a book in three

  • hours instead of three weeks, there’s practical value in it. And if you know someone who wants

  • to read more and has been struggling with it, of course you’d share it with him.

  • So the fifth principle is practical value. Anytime you can actually help people and make

  • their life better, theyre gonna want to share it and help their friends and family

  • as well.

  • And finally the sixth principleStoriesSo in 2004 in the Olympics, this guy snuck

  • into the diving area and belly flopped into the pool. And he also had a name of a casino

  • written across his chest. Now that’s a great story and it got covered and people talked

  • about it but the story has nothing to do with the casino. You can tell that story without

  • saying anything about the casino, so it wasn’t really the most effective advertisement.

  • On the other hand, some companies do this much better. So Blendtec is a blender company

  • that makes a video series called Will It Blend? And they make videos where theyll put weird

  • things like a brand new iPhone into their blender and blend it into powder. Now that’s

  • a cool story. If you saw that, you might want to share it with your friends, but notice

  • how the product is an integral part of that story. You can’t tell that story without

  • the blender. And especially technically-oriented people

  • have a really hard time understanding that most people don’t talk about weird specs

  • and details, they share stories. When you hang out with your friends, youre probably

  • not going to tell them about how there’s a new blender with improved revolutions per

  • minute on its blades, but you might share the story of how you saw the new iPhone got

  • blended into powder. So the sixth principle is stories. Most people

  • don’t care about specs and details, they share stories. What you have to figure out

  • is how your product or idea can be a relevant part of a cool story.

  • And your product or idea doesn’t have to have all of these six principles. Some of

  • these might not even be very applicable to certain products and ideas. So obviously the

  • more the better, but there are plenty of products or ideas that have a couple of these factors

  • that are very strong and they do really well. So to recap the STEPPS again

  • Social currency: does sharing the product or idea make you look good?

  • Triggers: how are you reminded of the idea or the product? Is there a good trigger?

  • Emotion: when people feel strong emotions, they want to share.

  • Public: can people see when others are using our product?

  • Practical value: is your idea or product actually useful or helpful?

  • And finallyStories: people communicate through stories. What you have to figure out

  • is how your product or idea can be a relevant part of a cool story.

So there’s a place in Philly called Barclay Prime and their cheesesteak costs a $100.

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CONTAGIOUS: WHY THINGS CATCH ON BY JONAH BERGER | ANIMATED REVIEW (CONTAGIOUS: WHY THINGS CATCH ON BY JONAH BERGER | ANIMATED REVIEW)

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    Qianhui Rao に公開 2021 年 01 月 14 日
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