a arte de criar campanhas virais
DESCRIPTION
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.TRANSCRIPT
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Contagious
Jonah Berger
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Jonah Berger Jonahberger.com
@j1berger
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Jonahberger.com @j1berger
“Word of mouth generates more than twice the sales of paid advertising in categories as diverse as
skincare and mobile phones”
--McKinsey Quarterly
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Jonahberger.com @j1berger
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Jonahberger.com @j1berger
Six key STEPPS
Social Currency
Triggered
Emotion
Public
Practical Value
Stories
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Jonahberger.com @j1berger
Social Currency
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Jonahberger.com @j1berger
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Jonahberger.com @j1berger
(1) Make People Feel Like Insiders
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Jonahberger.com @j1berger
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Jonahberger.com @j1berger
Triggers
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Jonahberger.com @j1berger
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Jonahberger.com @j1berger
Triggers Top-of-mind means tip-of-tongue
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Jonahberger.com @j1berger
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Jonahberger.com @j1berger
Peanut butter and ___________ Rum and ________
“weekends are made for Michelob”
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Jonahberger.com @j1berger
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Jonahberger.com @j1berger
Emotion
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Jonahberger.com @j1berger
Public
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Jonahberger.com @j1berger
Public Built to show, built to grow
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Social proof
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Jonahberger.com @j1berger
Make the Private Public
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Jonahberger.com @j1berger
Practical Value
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Jonahberger.com @j1berger
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Jonahberger.com @j1berger
Stories
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Jonahberger.com @j1berger
Did you know that Subway has 5 subs
under 5 grams of fat?
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Jonahberger.com @j1berger
Panda cheese
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Jonahberger.com @j1berger
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 Message 2) Apply the STEPPS
Free Crafting Contagious Workbook Jonahberger.com/member-content
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Jonahberger.com @j1berger
Thank you.
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Introduction of STEPPS
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Contagious
Jonah Berger