“Contagious: How to Build Word of Mouth in the Digital Age” by Jonah Berger

Introduction

“Contagious: How to Build Word of Mouth in the Digital Age” by Jonah Berger explores why certain products, ideas, and behaviors become popular. Berger, a marketing professor at the Wharton School, identifies six principles that drive virality and word-of-mouth marketing. These principles, encapsulated in the acronym STEPPS, explain how to make content, products, and ideas contagious. Through extensive research and numerous real-world examples, Berger provides actionable insights for marketers, entrepreneurs, and anyone looking to increase the spread of their message.

The Six Principles of Contagiousness (STEPPS)

  1. Social Currency
  2. Triggers
  3. Emotion
  4. Public
  5. Practical Value
  6. Stories

Social Currency

Social currency refers to the value that people get from sharing something that makes them look good to others. When people share interesting, novel, or exclusive information, they enhance their status and reputation.

  • Example: The exclusive nature of the nightclub “Please Don’t Tell” (PDT) in New York City makes it highly desirable. It’s hidden behind a phone booth in a hot dog restaurant, and the only way to get in is to know about it. This exclusivity generates word-of-mouth as people feel special sharing the secret.
  • Example: The ALS Ice Bucket Challenge went viral because participating and sharing videos of oneself doing the challenge made people feel part of an exclusive movement, showing off their compassion and social responsibility.

Triggers

Triggers are stimuli that prompt people to think about related things. By linking products and ideas to prevalent cues in the environment, marketers can ensure their message stays top of mind.

  • Example: The advertising campaign for Kit Kat bars that associated the candy with coffee breaks significantly boosted sales. The repeated pairing of Kit Kats with coffee made people think of the chocolate bar whenever they took a coffee break.
  • Example: Rebecca Black’s song “Friday” went viral partly because it became a trigger for Fridays. Every Friday, people would be reminded of the song, leading them to share and listen to it again.

Emotion

Content that evokes strong emotions, whether positive or negative, is more likely to be shared. Emotional arousal drives people to action, including sharing content with others.

  • Example: The ad campaign “Dumb Ways to Die,” created by Melbourne’s Metro Trains, used humor and cute animations to convey a safety message. The emotional appeal and entertainment value led to it being widely shared, raising awareness about train safety.
  • Example: The “Make-A-Wish” foundation’s Batkid event in San Francisco, where a young boy battling leukemia got to be Batman for a day, went viral because it evoked strong positive emotions of joy and compassion.

Public

Making behavior observable increases its likelihood of being imitated. When people see others using a product or engaging in a behavior, they are more likely to do the same.

  • Example: The red bottom of Christian Louboutin shoes is highly visible and has become a status symbol. The distinct feature makes the brand easily recognizable and publicly signals luxury and style.
  • Example: Movember, the movement where men grow mustaches in November to raise awareness for men’s health issues, is effective because the mustaches are highly visible, prompting public discussion and participation.

Practical Value

People like to share useful information. Content that offers practical value, such as tips, how-tos, and useful insights, is more likely to be passed on.

  • Example: The “Will It Blend?” series by Blendtec, where various objects are blended in a high-powered blender, demonstrates the product’s power while providing entertainment. The practical demonstration of the blender’s capabilities made the videos highly shareable.
  • Example: Lifehacker, a website that shares life hacks and tips for productivity, generates a lot of word-of-mouth because it provides readers with valuable information they find useful and want to share with others.

Stories

People think in narratives, and stories are more engaging and memorable than standalone facts. Wrapping a product or idea in a compelling narrative makes it more likely to be shared.

  • Example: The “Trojan Horse” story is a powerful example of how a narrative can be used to convey a message. The story of Greek soldiers hiding inside a giant wooden horse to enter the city of Troy is memorable and has been retold for centuries.
  • Example: The Subway diet story of Jared Fogle, who lost a significant amount of weight by eating Subway sandwiches, became a powerful narrative that helped promote Subway’s healthy menu options.

Concrete Examples

  1. The “Please Don’t Tell” (PDT) Speakeasy

The speakeasy bar PDT in New York City is a prime example of social currency. The bar’s hidden entrance behind a phone booth in a hot dog restaurant creates an exclusive experience that patrons love to share, boosting the bar’s popularity through word-of-mouth.

  1. Kit Kat and Coffee Breaks

Kit Kat’s marketing campaign that associated the chocolate bar with coffee breaks effectively used triggers to keep the brand top of mind. The campaign led to increased sales as consumers frequently thought of Kit Kats when taking coffee breaks.

  1. Dumb Ways to Die

The “Dumb Ways to Die” campaign by Melbourne’s Metro Trains used humor and cute animations to deliver a serious safety message. The emotional and entertaining content led to widespread sharing and significant improvements in public safety awareness.

  1. Christian Louboutin’s Red Soles

The distinctive red soles of Christian Louboutin shoes make them easily recognizable and a status symbol. This public feature increases the visibility of the brand, encouraging more people to desire and talk about the shoes.

  1. Will It Blend?

Blendtec’s “Will It Blend?” series demonstrated the power of their blenders by blending various objects, from iPhones to golf balls. The practical value and entertainment factor of the videos made them highly shareable, significantly boosting Blendtec’s brand awareness.

  1. Jared’s Subway Diet

The story of Jared Fogle’s significant weight loss through eating Subway sandwiches became a compelling narrative that promoted Subway’s healthy menu options. This story was shared widely, helping Subway reach a broader audience.

Conclusion

“Contagious: How to Build Word of Mouth in the Digital Age” by Jonah Berger provides a comprehensive framework for understanding what makes products, ideas, and behaviors go viral. By leveraging the six principles of social currency, triggers, emotion, public visibility, practical value, and stories, individuals and organizations can create content that is more likely to be shared. Through numerous real-world examples, Berger illustrates how these principles can be applied across various industries to achieve remarkable results. The book serves as an invaluable resource for marketers, entrepreneurs, and anyone looking to increase the impact of their message in the digital age.