We share when we care, and it’s “high-arousal” feelings that make us want to tell others and take action. Emotion: Information alone doesn’t get people to act.To get word-of-mouth, you need to remind people - many times - about what you want them to share by linking it to a trigger that they naturally see or experience frequently. Triggers: People talk about what’s top of mind.
When organizations build social currency into their product or service, people will talk. Talking about certain products or ideas makes people look good - and it increases awareness of the products or ideas. Just as people use money to buy a product, they use social currency to create positive impressions of themselves. Social Currency: Status-by-association.Based on analyzing thousands of contagious messages, products, and ideas, there are six key principles that can help get your idea or product talked about, shared, and imitated. To get people talking about your product or idea, you need to understand why they talk and why some things get talked about and shared more often than others. But many people consider it art, or even luck, that separates what people talk about and share from what they ignore. The study predicts that word-of-mouth marketing will be a $5.6 billion industry by 2015. Word of mouth is the primary factor behind 20-50 percent of all purchasing decisions, and it’s ten times more effective than traditional advertising, according to a 2010 white paper published in the McKinsey Quarterly. Make your message go viral by following six key principles. Campbell Associate Professor of Marketing, The Wharton School, University of Pennsylvania author of Contagious: Why Things Catch On. Nano Tools for Leaders® are fast, effective leadership tools that you can learn and start using in less than 15 minutes - with the potential to significantly impact your success as a leader and the engagement and productivity of the people you lead.Ĭontributor: Jonah Berger, PhD, James G.
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