Beerside Chat Recap
The last read of the year for TWB Book Club was Contagious: Why Things Catch On by Jonah Berger.
Berger’s research revealed that there are 6 main factors that help explain social pandemics:
1) Social Currency is about ideas that make people look good when they share, making people feel like insiders when they share a hidden bar like Please Don’t Tell with a friend. Or get invited by a friend to be part of a members-only flash sale site like RuLaLa.
2) Triggers are the associations you make between a product and an idea or an activity. For example, when the Mars Pathfinder was in the news, Mars bars saw a spike in sales simply because the trigger word was top of mind.
3-4) Emotion simply means that when we care, we share. This chapter was about inspiring a sense of awe. But I think this chapter was most closely connected to the chapter about Stories, and wrapping your communications within a human story. Duh, right. But these two chapters were both great ;)
5) The chapter called Public is about the importance of seeing people using products or subscribing to an idea publically. For example, you see your neighbors’ cars, but you almost never know what toothpaste they use because it’s hiding in their cabinets. And the importance of giving things that wouldn’t normally have visibility, a visible public outlet. Like no one sees men’s health conversations. But everyone sees and asks about Movember moustaches. Now, something before unseen, has visibility. On all your guy friends faces (whether you like it or not).
6) Practical Value is about just that – is there ‘news you can use’ in your messaging or within the product itself? People love sharing tips and listicles. Just saying.
So that’s Contagious in a nutshell. I totally recommend. No matter what account you work on. There’s something in here for you for sure.