Contagious: How to Make Products, Ideas, and Behaviors Catch On

11/02/15

TMRE Keynote Presentation

Contagious: How to Make Products, Ideas, and Behaviors Catch On

By Jonah Berger, Professor of Marketing, The Wharton School
at the University of Pennsylvania

Berger starts the keynote session by playing a game, Which
is Tastier? Where two images are shown: broccoli and a cheeseburger.

The vote is cast: the majority vote, you guessed it, for the
cheeseburger. The point is simple. We all know we should eat more broccoli but
the cheeseburger beckons us.

The analogy of tasty then gets turned to ideas. Which ideas
are Tastier?

Some of the ideas are like broccoli'they are good for us,
but not desired, not catching on.

The curse of knowledge plagues the researcher. We have to overcome what we know and
communicate in a way people will try and spread it.

As an overview, we will explore these three, key points:

He asks the audience: What is the science of why people
share? Let's tour the main points. Let's learn about the science of social
transmission through storytelling.

Berger showed a slide proving that word-of-mouth is at least
twice as effective as advertising, according to a McKinsey study.

The first hack he shared was based on his experience in
academia. Two copies of the same book were sent to him; the second had a note
encouraging him to pass along to a colleague who may enjoy it. Berger's point:
find the influencers and give them something to spread, and it comes across as
a recommendation.

So, why do people
share? Here are the top driving six factors:

One way to get others to share our ideas is to make them
look good, look smarter'this is the basis of social currency.

We share things that send desired signals of who we are, our
ideal self. So do brands. How can you make your brand tribe feel smart and
in-the-know, on the inside track? If people feel special sharing our stuff,
they will.

One facet of social currency is finding the Inner
Remarkability'something surprising, novel, or interesting. Berger used the
Blendtec blending an iPhone example as the Will it Blend campaign. Blenders
sales went up 700% as a result.

The more you can show rather than tell, the more powerful.

So, what is a Trigger: something that is top-of-mind
because it is tip-of-tongue.

Consideration is 80% of purchase, and getting in the
consideration sphere is the most important part of the strategy.

Here are the four questions for getting value from triggers:

The last tactic discussed is Stories. Facts and data bore
everyone. Stories are vessels of information, a Trojan Horse, a carrier of
information. Stories imbue the emotional shorthand of a brand. Stories are the currency
of conversation.

Berger's advice: first, find your kernel. What do you want
to pass on, to share? Then, how can you make others feel special about it,
in-the-know, and share.

Michael Graber is the
managing partner of the Southern Growth Studio, an innovation and strategic
growth firm based in Memphis, TN. Visit www.southerngrowthstudio.com to learn more.