Contagious: Why Things Catch On | Jonah Berger | Talks at Google

Summary

Jonah Berger, a professor at the Wharton School, delves into the psychology behind why certain products and ideas gain more word-of-mouth publicity than others. Through engaging audience participation, Berger reveals that contrary to popular belief, Honey Nut Cheerios garners more word-of-mouth attention than Disney World or Scrubbing Bubbles. He emphasizes the importance of understanding social transmission to effectively leverage word-of-mouth over advertising. Highlighting research-based principles from his book 'Contagious,' Berger provides insights into crafting contagious content, utilizing triggers, and the overall impact of emotional engagement on sharing. The talk challenges common misconceptions about viral marketing, focusing on the message rather than the messenger, and explores practical strategies for increasing talkability and shareability across various products and ideas.

Takeaways

• 📝 Jonah Berger discusses the importance of understanding why some products and ideas get talked about more than others, emphasizing the role of word of mouth over advertising.
• 📌 The audience's guesses on which product gets the most word of mouth between Disney World, Cheerios, and Scrubbing Bubbles reveal common misconceptions about what drives word of mouth.
• 📸 Cheerios, despite being a seemingly mundane product, gets more word of mouth than the more exciting Disney World and Scrubbing Bubbles, challenging common assumptions about marketing.
• 👨‍💻 Berger, a Wharton School professor, introduces his book "Contagious" which aims to provide a scientific understanding of what makes ideas and products go viral.
• 💬 McKinsey's research indicates that word of mouth generates more than twice the sales of paid advertising, emphasizing the power of personal recommendations over traditional ads.
• 🙋‍♂️ The discussion points out that word of mouth is more trusted and targeted than advertising, as friends and family are more likely to have our best interests at heart.
• 📲 Berger challenges the focus on online social media as the main venue for word of mouth, revealing that only 7% of word of mouth happens online, with the majority occurring offline through personal interactions.
• 🧧 The talk emphasizes crafting contagious content by understanding the psychology behind why people talk and share, rather than focusing solely on the technology or platforms used.
• 💡 Berger introduces the STEPPS framework (Social currency, Triggers, Emotion, Public, Practical value, Stories) as a recipe for making content more viral or talkable.
• 👀 Real-world examples like Rebecca Black's "Friday" and Kit Kat's coffee campaign illustrate how everyday triggers can significantly enhance the likelihood of a product or idea being talked about.

Q & A

Which product does Jonah Berger reveal gets more word of mouth than Disney World and Scrubbing Bubbles?

Cheerios gets more word of mouth than Disney World and Scrubbing Bubbles.

What is the main question Jonah Berger aims to address in his talk?

Jonah Berger aims to address why some products and ideas get talked about more than others.

Why is word of mouth considered more important than advertising according to Jonah Berger?

Word of mouth is considered more important than advertising because it's seen as more trustworthy, coming from friends or trusted sources, and because it is more targeted to people's interests and needs.

What percentage of word of mouth occurs online according to Jonah Berger's mention?

According to Jonah Berger, only 7% of word of mouth occurs online.

What principle does Jonah Berger say can explain the virality of Rebecca Black's 'Friday' song?

Jonah Berger explains the virality of Rebecca Black's 'Friday' song using the principle of triggers, with the day 'Friday' serving as a recurring reminder that increases the song's top-of-mind awareness and sharing.

How does Jonah Berger illustrate the importance of triggers with Cheerios?

Jonah Berger illustrates the importance of triggers with Cheerios by showing how discussion about Cheerios peaks in the morning hours when people are most likely eating breakfast, making the product top-of-mind.

What example does Jonah Berger use to explain the concept of social currency?

Jonah Berger uses the example of the secret bar 'Please Don't Tell' to explain the concept of social currency, showing how exclusivity and insider knowledge make people more likely to share.

What does Jonah Berger suggest about the measurability of online versus offline word of mouth?

Jonah Berger suggests that there's a disproportionate focus on online word of mouth because it's more easily measured, despite most word of mouth happening offline.

How does Jonah Berger refute the idea that only 'special' people can cause ideas to spread?

Jonah Berger refutes the idea by focusing on the message rather than the messenger, arguing that understanding the psychology of sharing can make anyone's ideas spread, regardless of their social reach.

What unique advertising approach does the Panda cheese commercials use according to Jonah Berger?

The Panda cheese commercials use a unique approach by incorporating humor and a memorable character (the panda) that directly involves the brand, making the ad itself a 'Trojan horse' for the message.