A arte de criar campanhas virais

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Contagious by Jonah Berger - MIT - PPT da palestra apresentada durante o #ShopOrg13, que aconteceu em Chicago, no período de 30/09 a 03/10/2013.

Business Technology

“Word of mouth generates more than twice the
sales of paid advertising in categories as diverse as
skincare and mobile phones”
--McKinsey Quarterly
@j1berger

Jonahberger.com

Six key
STEPPS
@j1berger

Social Currency
Triggered
Emotion
Public
Practical Value
Stories
Jonahberger.com

Social Currency
@j1berger

Jonahberger.com

(1) Make People Feel Like Insiders

@j1berger

Jonahberger.com

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

@j1berger

Jonahberger.com

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

@j1berger

Jonahberger.com

Public
Built to show, built to grow

@j1berger

Jonahberger.com

Make the Private Public

@j1berger

Jonahberger.com

Practical Value
@j1berger

Jonahberger.com

Did you know that
Subway has 5 subs
under 5 grams of fat?

@j1berger

Jonahberger.com

Panda cheese

@j1berger

Jonahberger.com

Six key STEPPS
to word of
mouth
@j1berger

Social Currency
Triggered
Emotion
Public
Practical Value
Stories
Jonahberger.com

Two Key Next Steps
1) Find Your Message
2) Apply the STEPPS
Free Crafting Contagious Workbook
Jonahberger.com/member-content

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A arte de criar campanhas virais

1. Contagious Jonah Berger

3. Jonah Berger Jonahberger.com @j1berger

4. “Word of mouth generates more than twice the sales of paid advertising in categories as diverse as skincare and mobile phones” --McKinsey Quarterly @j1berger Jonahberger.com

6. @j1berger Jonahberger.com

7. Six key STEPPS @j1berger Social Currency Triggered Emotion Public Practical Value Stories Jonahberger.com

9. Social Currency @j1berger Jonahberger.com

10. @j1berger Jonahberger.com

11. (1) Make People Feel Like Insiders @j1berger Jonahberger.com

12. @j1berger Jonahberger.com

13. Triggers @j1berger Jonahberger.com

14. @j1berger Jonahberger.com

15. Triggers Top-of-mind means tip-of-tongue @j1berger Jonahberger.com

16. @j1berger Jonahberger.com

17. Peanut butter and ___________ Rum and ________ “weekends are made for Michelob” @j1berger Jonahberger.com

18. @j1berger Jonahberger.com

19. Emotion @j1berger Jonahberger.com

20. Public @j1berger Jonahberger.com

21.

22. Public Built to show, built to grow @j1berger Jonahberger.com

23. Social proof

24. Make the Private Public @j1berger Jonahberger.com

25. Practical Value @j1berger Jonahberger.com

26. @j1berger Jonahberger.com

27. Stories @j1berger Jonahberger.com

28. Did you know that Subway has 5 subs under 5 grams of fat? @j1berger Jonahberger.com

29.

30. Panda cheese @j1berger Jonahberger.com

31. Six key STEPPS to word of mouth @j1berger Social Currency Triggered Emotion Public Practical Value Stories Jonahberger.com

32. Two Key Next Steps 1) Find Your Message 2) Apply the STEPPS Free Crafting Contagious Workbook Jonahberger.com/member-content

33. Thank you. @j1berger Jonahberger.com

34.

35.

36. Introduction of STEPPS

37.

38.

39.

40. Contagious Jonah Berger

A arte de criar campanhas virais

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