the secrets to creating contagious content campaigns
TRANSCRIPT
STEPPS
#B2BMX
Which is tastier?
How tasty is the way we communicate?
NASACuts to NASAs budget and delays or key programs, along with our reliance on Russian manned space vehicles, threaten our leadership in spaceWeve been to the moon, what else do we need?Which is tastier?
How can we make our communications tastier? Use referrals to grow our businesses?Better target, engage, and convert prospects into customers?
6Which of these products is more interesting?
Prof. Jonah BergerJonahberger.com@j1berger
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Word of mouth generates more than twice the sales of advertising
--McKinsey & CompanyJonahberger.com@j1berger
A new way to measure word-of-mouth marketingwom - #1 influencer of B2B purchase decisions, 84% of people said wom influences purchase decisions http://www.forrester.com/2011+Social+Technographics174+For+Business+Technology+Buyers/fulltext/-/E-RES585648
Psychology > TechnologyJonahberger.com@j1berger
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Six keySTEPPSSocial CurrencyTriggers EmotionPublicPractical ValueStoriesJonahberger.com@j1berger
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91%
# of brand conversations Hispanics have a week50% more than rest of population12
B2C
B2B
B2P
# of brand conversations Hispanics have a week50% more than rest of population13
Each One, Reach One
East village15
Social CurrencyJonahberger.com@j1berger
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Choices communicate information
Jonahberger.com@j1berger
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(1) How can we make customers feel like insiders? Smart, special, and in-the-know?Jonahberger.com@j1berger
If it is difficult to get people will (a) want to get it and (b) tell others they got it
Rue La LaSmartBargains
New Apple products18
(2) Find the Inner RemarkabilitySurprising, novel, or interesting
Jonahberger.com@j1berger
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Cat Built for it22
Triggers
Jonahberger.com@j1berger
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TriggersTop-of-mind means tip-of-tongueJonahberger.com@j1berger
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Jonahberger.com@j1berger
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Peanut butter and ___________Rum and ________
weekends are made for MichelobJonahberger.com@j1berger
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Jonahberger.com@j1berger
Sales were down 25%
Increased from 300 to 500 million28
4 Key QuestionsWho do we want to be triggered?When do we want them to think of us?What is around them at that time?How can we link to that thing?
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How can we make the problem we solve our peanut butter?
EmotionWhen we care, we shareJonahberger.com@j1berger
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PublicBuilt to show, built to growJonahberger.com@j1berger
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Practical ValueNews you can useJonahberger.com@j1berger
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Rule of 100$5 off$20$2000$500 off25% off25% off
Stories
Jonahberger.com@j1berger
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Maui Jim has great customer service
Jonahberger.com@j1berger
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Trojan Horse StoryKernel (Brand or Key Attribute)
Engaging Story
A new way to measure word-of-mouth marketingwom - #1 influencer of B2B purchase decisions, 84% of people said wom influences purchase decisions http://www.forrester.com/2011+Social+Technographics174+For+Business+Technology+Buyers/fulltext/-/E-RES5856437
Panda cheeseJonahberger.com@j1berger
Golden palace.comRon bensimhon38
Six key STEPPS to word of mouthSocial CurrencyTriggeredEmotionPublicPractical ValueStoriesJonahberger.com@j1berger
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Two Key Next Steps1) Find Your Kernel
2) Apply the STEPPSFree Crafting Contagious Workbook Jonahberger.com/resources
Thank you.
Jonahberger.com@[email protected]
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Extra
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