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Keynote - Jonah Berger

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Waarom slagen sommige dingen terwijl anderen floppen? Wat zorgt er voor dat content viraal gaat?

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Keynote - Jonah Berger

  1. 1. Which is tastier?
  2. 2. How tasty is the way we communicate?
  3. 3. How can we make our communications tastier? Get our products, services, and ideas to catch on? Effectively reach current and potential customers?
  4. 4. Prof. Jonah Berger Jonahberger.com @j1berger
  5. 5. “Word of mouth generates more than twice the sales of advertising” --McKinsey & Company Jonahberger.com@j1berger
  6. 6. Jonahberger.com@j1berger
  7. 7. Six key STEPPS Social Currency Triggers Emotion Public Practical Value Stories Jonahberger.com@j1berger
  8. 8. Social Currency Jonahberger.com@j1berger
  9. 9. Choices communicate information Jonahberger.com@j1berger
  10. 10. (1) How can we make people feel like insiders? Smart, special, and in- the-know? Jonahberger.com@j1berger
  11. 11. (2) Find the Inner Remarkability Surprising, novel, or interesting Jonahberger.com@j1berger
  12. 12. Triggers Jonahberger.com@j1berger
  13. 13. Triggers Top-of-mind means tip-of-tongue Jonahberger.com@j1berger
  14. 14. Jonahberger.com@j1berger
  15. 15. Peanut butter and ___________ Rum and ________ “weekends are made for Michelob” Jonahberger.com@j1berger
  16. 16. Jonahberger.com@j1berger
  17. 17. 4 Key Questions Who do we want to be triggered? When do we want them to think of us? What is around them at that time? How can we link to that thing?
  18. 18. Live the healthy way, eat 5 fruits and veggies a day Each and every dining hall tray, needs 5 fruits and veggies a day
  19. 19. How can you make the problem you solve your trigger? Jonahberger.com@j1berger
  20. 20. Emotion When we care, we share Jonahberger.com@j1berger
  21. 21. Public Built to show, built to grow Jonahberger.com@j1berger
  22. 22. Practical Value News you can use Jonahberger.com@j1berger
  23. 23. Rule of 100 $5 off$20 $2000 $500 off 25% off 25% off
  24. 24. Stories Jonahberger.com@j1berger
  25. 25. Maui Jim has great customer service Jonahberger.com@j1berger
  26. 26. Trojan Horse Story Kernel (Brand or Key Attribute) Engaging Story
  27. 27. Panda cheese Jonahberger.com@j1berger
  28. 28. Six key STEPPS to word of mouth Social Currency Triggered Emotion Public Practical Value Stories Jonahberger.com@j1berger
  29. 29. Two Key Next Steps 1) Find Your Kernel 2) Apply the STEPPS Free Crafting Contagious Guide Jonahberger.com/resources
  30. 30. Thank you. Jonahberger.com @j1berger jberger@wharton.upenn.edu
  31. 31. Extra
  32. 32. -20% 0% 20% 40% Emotionality Sadness Anger Anxiety Chance of Going Viral Do All Emotions Increase Sharing?
  33. 33. Not Just Emotion, Arousal NegativePositive Anger Anxiety Surprise SadnessContentment Excitement Humor Inspiration Surprise Activating Deactivating

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