Name: バイラルマーケティング (Viral Marketing)
Uploaded: 2021-01-14T04:51:37.000Z
Duration: 17 min 8 s
Description: VoiceTubeの動画で発音を聞きながら英語表現を覚えよう！学べる英語：新型コロナウイルス,新型肺炎,COVID-19

現在進行形

Marie:          Hey it's Marie Forleo and you are watching MarieTV, the place to

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be to create a business and life you love. I got a question for you. Have you ever wondered

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why some pieces of content go viral and others not so much? If you thought it was about massive

creativity or just dumb luck? Think again because my guest today is going to show you

a scientific formula for making your ideas and your products spread like wildfire. Jonah

Berger is the NY Times Bestselling Author of Contagious: Why Things Catch On. He's received

awards for both scholarship and teaching, including being named Wharton's Iron Professor

in Recognition of Awesome Faculty Research. He received his Ph.D. from the Stanford graduate

school of business. Jonah's published dozens of articles and top tier academic journals

and popular counts of his work have appeared in the NY Times, the Wall Street Journal,

the Washington Post, Science, Harvard Business Review, Wired, Business Week and Fast Company.

Jonah, thank you so much for being on MarieTV.

Jonah:         Thank you so much for having me.

Marie:          I got to ask, before we get into all the good stuff of Contagious,

what does being the Iron Prof really mean? Do you have big guns?

Jonah:         Everyday. At the gym, morning 'til night. Iron Prof is basically

you give a 5 minute lecture, 15 slides, 20 seconds of slides; they auto advance, you

don't get to control it and at the end the students vote. It's like 600-700 students

and I squeaked by just two votes ahead of the other person, so I was the Iron Prof.

Marie:          I was thinking is he like the Iron Chef, but I like this. Very

Jonah:         I'm good at cooking, but not that good.

Marie:          Alright, so now, let's get to the real deal. In Contagious, you talk

about six principles that help make our ideas spread like wildfire, and one of the most

interesting ones to me was social currency. What does that mean and how can we use it?

Jonah:         The idea of social currency is just like the car we drive or the clothes

we wear; what we say affects how other people see us. You want to say things that make us

look smart and in the know rather than not so smart and behind the times. For example,

a few months ago, you might have gotten an e-mail in your inbox from LinkedIn saying

"Hey - you are one of the top influencers on the site, one of the top 5% or 10% of profiles."

Lots of people got this email, they felt really good, they patted themselves on the back,

but they didn't just feel good; they shared it with others. They brag to other people

"look at me, I'm special on LinkedIn, I have this honor, look at how great I am." Notice

that in talking about themselves, they also talked about LinkedIn. LinkedIn got to come

along for the ride, by making them feel special, smart, and in the know; they shared it with

other people and LinkedIn got to be part of the conversation. The idea of social currency

is so you can make people feel like insiders; they have something that not everyone else

has, or give them something remarkable. Lots of online videos you see, the more remarkable

it is, the more likely to share it; people share it because it makes them look good.

Marie:          We have to think about in our businesses or for whatever idea we

want to spread how can we help our customers or prospects feel like insiders, and how can

we help them feel cool amongst their peers and amongst the world at large.

Jonah:         I think actually for a small business, it's pretty easy because

you start to know your customers really well. That's your advantage over a large business;

you see your customers. If you're a coffee shop, you know who comes in on Wednesdays

or who always orders a triple macchiato something or other, and so by making them feel special,

you can get them to talk. Make them say hi by name rather than just greeting them as

an anonymous customer. Have their drink ready to go. Know what they like and dislike. Making

them feel special like they're an insider like they have something not everyone else

Marie:          I have to share. I just came back from a trip from Italy and

I was thinking about the last hotel I stayed at. They knew our names and actually it was

this tiny little town called Pienza and we made a reservation for a place outside of

the hotel for dinner and one of the women that worked there was so concerned that I

wouldn't get to the right place, she just wanted to make sure that she actually ran

to the restaurant to make sure that we arrived okay, and then the people I was having dinner

with, we all talked about it, and again, I'm talking about it right here; it's this little

town house called La Bandita, but I felt so taken care of and so like a VIP that I wanted

to tell everyone of all the hotels I stayed at in Italy, it was like they made me feel

Jonah:         Yeah, or even giving people something for free, same thing. If

you feel like "I'm different from everybody else," you want to tell others it makes you

feel good about yourself, but the brand gets to come along as part of that conversation.

Marie:          Love it. Love it. Let's move on to another principle that you

teach, which is called triggers; top of mind, tip of tongue, which could be a tongue twister

in it of itself. What are we talking about when we talk about triggers?

Jonah:         The idea of triggers is simple, but it's often one we don't really

get. I think we sort of understand social currency, "make people feel good, they'll

talk about us." Triggers is a little more nuance and a great way to explain it; remember

the video that was popular a couple years ago, Rebecca Black had this song 'Friday'?

Marie:         Oh my God - 'Friday' was all over the place.

Jonah:         It was one of the most viral videos of 2011. 300 million people viewed

that video; why? People hate that song. No one likes it. They say it's terrible. It's

about a 16-year-old girl. Why would anyone share this? But why did it do so well? If

you look at the data, if you look at the number of people searching from Rebecca Black over

time, it's actually quite neat. You see a spike and then it goes down, and then you

see another spike and then it goes down, and then you see another spike and then it goes

down. If you look closer the spikes aren't random; they're every seven days. If you look

even closer, you'll notice that they're every Friday. The song is equally bad every day

of the week; it's bad on Monday, bad on Tuesday, and bad on Wednesday, but Friday's a ready

reminder because that is the same name as the song what psychologists would call a trigger

to make people think about it and talk about it. Again, if something in the environment

reminds us of something, we're much more likely to share it. If I said peanut butter and,

Marie:          Peanut butter jelly. Someone made a peanut butter jelly video for

Jonah:         Yeah, but it made you think of jelly and then it made you think

of the song, but peanut butter's like a little advertisement almost for jelly. Even though

I never said the word "jelly," the fact that I said peanut butter made you think about

jelly, and the fact that I said those two things together made you think about the song.

That's what a trigger is; if you see something in the environment, maybe you see a friend

of yours and it reminds you of a story you meant to tell them or you smell something

and it reminds you of your grandma's fresh baked cookies; these are triggers that make

us think about things but also make us talk and share.

Marie:          It's interesting. When I was reading about triggers in Contagious,

and even listening to you now, I think that we've built in, even to MarieTV, our own trigger

because outside of interviews, what we often do is called up Q&A Tuesday. Every single

Tuesday is when we publish our new MarieTV episode and so people have now, and they tweet

at us, and they Facebook us and they say "oh my God, Tuesdays are the day that we get to