Contagious by Jonah Berger summary
by Parker · 30 things on Twos
- STEPPS:
- Social currency
- People listen to other people's recommendations
- Your product should make other people look smart, rich, and cool to talk about
- People share things that make them look good
- Help people look like insiders (game mechanics)
- Triggers
- Remind people to talk about and use your product
- Design a product that is triggered by the environment
- Emotion
- When people care, they share
- Does talking about your product generate emotion?
- Public
- Does your product advertise itself?
- Allow people to see when other people use it
- If you can't see other people doing it, it's hard to imitate
- If it is built to show, it is built to grow
- Every email sent from a hotmail account was a short plug for the growing brand. At the bottom was a message and link that simple said “Get Your Private, Free E-mail from Hotmail at www.hotmail.com”
- Should we put "Shared from ✌️ Twos"?
- Users can easily change the default message to something else
- Practical value
- People enjoy helping others. Show them how your idea will save time, improve health, and save money, and they will share it
- Package your value so others can share
- Stories
- Explain the value of your product through story
- People think in terms of narratives, not information
- Virality is valuable when the product is integral to the story
- Can your project do something people think is impossible?
- Scarcity makes it seem worth the effort
- Focus on feelings over features. Emotions motivate people to act