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Market Crave Cleveland | OH January Blog

Book Review "Contagious Why Things Catch On" by the Author Jonah Berger

To learn more about Contagious click on the book

What's up marketing pros!

"Word of mouth generates more than twice the sales of advertising" --Mckinsey & Company. 

Social media and crafting contagious content go hand in hand in generating social buzz. Social media is a powerful tool to get messages and ideas out on the web. Social Media advertising is also cheaper than traditional advertising. 

Today's marketing topic where going to cover is the power of word of mouth marketing. "Word of mouth generates more than twice the sales of advertising" --Mckinsey & Company. 

The reason I came across the topic of word of mouth marketing is due to the fact that I just finished an excellent book called "Contagious Why Things Catch On". Contagious is a New York Times Bestseller by the author Jonah Berger. Jonah Berger is a marketing professor at the Wharton School of Business with a main focus on marketing consumer behavior and social influence. Jonah Berger  Said, "Contagious is the science behind social transmission" essentially this translates to why people talk and share one product over another. 

Social media and crafting contagious content go hand in hand in generating social buzz. Social media is a powerful tool to get messages and ideas out on the web. Social Media advertising is also cheaper than traditional advertising. 

The main overview of the book "Contagious Why Things Catch On" is the framework of 6 key STEPPS. 

Social Currency--These are the things we talk about they make us look good, smart, or cool.
Triggers-Top of mind, tip of tongue, readily available information
Emotion-when we care, we share
Public-Built to show, built to grow
Practical Value-news you can use
Stories-people learn and are engaged best through storytelling. narratives have higher interest than basic facts.

The book does well to cover each key STEPPS elements with real-world examples as to why certain products generated more social influence than others. If you're a marketing and want to understand the psychology of why things become viral or generate more social buzz than others I highly recommend picking up a copy of "Contagious Why Things Catch On" by Jonah Berger

Christopher Spilker