Guest, Dr. Jonah Beger, Marketing professor at Wharton School, University of Pennsylvania and best-selling author

1. Brought to you by Agility PR Solutions
Contagious: Why Things Catch On
PRESENTED BY
PROFESSOR JONAH BERGER
Wharton School, University of Pennsylvania

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Which is tastier?

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Which is tastier?

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Which is tastier?

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How tasty is the way we communicate?

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How can we make our
communications tastier?
Use word of mouth to help grow
our clients’ businesses?
Get more people to pickup and
spread our messages?

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Prof. Jonah Berger
Jonahberger.com
@j1berger

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“Word of mouth generates more than twice
the sales of advertising”
--McKinsey & Company

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Jonahberger.com@j1berger

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Six key
STEPPS
Social Currency
Triggers
Emotion
Public
Practical Value
Stories

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%

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B2C
B2B
B2P

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Each One, Reach One

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Measurement

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Social Currency

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(1) How can we make people feel like insiders?
Smart, special, and in-the-know?

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(2) Find the Inner Remarkability
Surprising, novel, or interesting

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Triggers

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Triggers
Top-of-mind means tip-of-tongue

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Peanut butter and ___________

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Peanut butter and ___________
Rum and ________

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Peanut butter and ___________
Rum and ________
“weekends are made for Michelob”

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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?

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Linking client to something with a large habitat

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Emotion
When we care, we share

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Public

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Practical Value
News you can use

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$5 off$20 25% off

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$5 off$20 25% off

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$5 off$20
$2000 $500 off 25% off
25% off

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$5 off$20
$2000 $500 off 25% off
25% off

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Rule of 100
$5 off$20
$2000 $500 off 25% off
25% off

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Stories

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Maui Jim has great
customer service

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Maui Jim has great
customer service

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Trojan Horse Story
Kernel
(Brand or Key Attribute)
Engaging Story

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Panda cheese

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Panda cheese

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Six key STEPPS
to word of
mouth
Social Currency
Triggered
Emotion
Public
Practical Value
Stories

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Two Key Next Steps
1) Find Your Kernel
2) Apply the STEPPS
Free Crafting Contagious Guide Jonahberger.com/resources

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Thank you.
Jonahberger.com
@j1berger
jberger@wharton.upenn.edu

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Extra

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Emotion

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-20% 0% 20% 40%
Emotionality
Sadness
Anger
Anxiety
Chance of Going Viral
Do All Emotions Increase Sharing?

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Not Just Emotion, Arousal
NegativePositive
Anger
Anxiety
Surprise
SadnessContentment
Excitement
Humor
Inspiration
Surprise
Activating
Deactivating

59. Once you follow the STEPPS
and create a contagious story…

60. You need to measure success
That’s where we come in…

61. PR TOOLS FOR
TOMORROW’S COMMUNICATORS

62. Amplify Messages
Share your contagious story
with the right people
www.agilitypr.com

63. Monitor Coverage
Discover who is saying what
about you, your industry or
competitors
www.agilitypr.com

64. Measure Impact
Quantify campaign results
and prove what works
www.agilitypr.com

65. Opt In after this webinar to hear about
upcoming webinars and other PR resources for
tomorrow’s communicators

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Questions??