The Secrets To Creating Contagious Content Campaigns

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G3 Communications

SPEAKER: Jonah Berger, Author & Professor http://b2bmarketing.exchange

#B2BMX

Which is tastier?

How tasty is the way we
communicate?

NASA
Cuts to NASA’s budget and delays or
key programs, along with our reliance
on Russian manned space vehicles,
threaten our leadership in space
We’ve 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?

Prof. Jonah Berger
Jonahberger.com
@j1berger

“Word of mouth generates more than
twice the sales of advertising”
--McKinsey & Company
Jonahberger.com@j1berger

Jonahberger.com@j1berger

Six key
STEPPS
Social Currency
Triggers
Emotion
Public
Practical Value
Stories
Jonahberger.com@j1berger

B2C
B2B
B2P

Each One, Reach One

Social Currency
Jonahberger.com@j1berger

Choices communicate information
Jonahberger.com@j1berger

(1) How can we make customers
feel like insiders? Smart, special,
and in-the-know?
Jonahberger.com@j1berger

(2) Find the Inner Remarkability
Surprising, novel, or interesting
Jonahberger.com@j1berger

Triggers
Jonahberger.com@j1berger

Triggers
Top-of-mind means tip-of-tongue
Jonahberger.com@j1berger

Jonahberger.com@j1berger

Peanut butter and ___________
Rum and ________
“weekends are made for Michelob”
Jonahberger.com@j1berger

Jonahberger.com@j1berger

4 Key Questions
Who 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?

How can we make the problem
we solve our peanut butter?

Emotion
When we care, we share
Jonahberger.com@j1berger

Public
Built to show, built to grow
Jonahberger.com@j1berger

Practical Value
News you can use
Jonahberger.com@j1berger

Rule of 100
$5 off$20
$2000 $500 off 25% off
25% off

Stories
Jonahberger.com@j1berger

Maui Jim has great
customer service
Jonahberger.com@j1berger

Panda cheese
Jonahberger.com@j1berger

Six key STEPPS
to word of
mouth
Social Currency
Triggered
Emotion
Public
Practical Value
Stories
Jonahberger.com@j1berger

Two Key Next Steps
1) Find Your Kernel
2) Apply the STEPPS
Free Crafting Contagious Workbook
Jonahberger.com/resources

Thank you.
Jonahberger.com
@j1berger
jberger@wharton.upenn.edu

Extra

#B2BMX

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2. Which is tastier?

3. How tasty is the way we communicate?

4. NASA Cuts to NASA’s budget and delays or key programs, along with our reliance on Russian manned space vehicles, threaten our leadership in space We’ve been to the moon, what else do we need? Which is tastier?

5. How can we make our communications tastier? Use referrals to grow our businesses? Better target, engage, and convert prospects into customers?

6.

7. Prof. Jonah Berger Jonahberger.com @j1berger

8. “Word of mouth generates more than twice the sales of advertising” --McKinsey & Company Jonahberger.com@j1berger

9.

10. Jonahberger.com@j1berger

11. Six key STEPPS Social Currency Triggers Emotion Public Practical Value Stories Jonahberger.com@j1berger

12. %

13. B2C B2B B2P

14. Each One, Reach One

15.

16. Social Currency Jonahberger.com@j1berger

17. Choices communicate information Jonahberger.com@j1berger

18. (1) How can we make customers feel like insiders? Smart, special, and in-the-know? Jonahberger.com@j1berger

19. (2) Find the Inner Remarkability Surprising, novel, or interesting Jonahberger.com@j1berger

20.

21.

22.

23. Triggers Jonahberger.com@j1berger

24.

25. Triggers Top-of-mind means tip-of-tongue Jonahberger.com@j1berger

26. Jonahberger.com@j1berger

27. Peanut butter and ___________ Rum and ________ “weekends are made for Michelob” Jonahberger.com@j1berger

28. Jonahberger.com@j1berger

29. 4 Key Questions Who 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?

30. How can we make the problem we solve our peanut butter?

31. Emotion When we care, we share Jonahberger.com@j1berger

32. Public Built to show, built to grow Jonahberger.com@j1berger

33. Practical Value News you can use Jonahberger.com@j1berger

34. Rule of 100 $5 off$20 $2000 $500 off 25% off 25% off

35. Stories Jonahberger.com@j1berger

36. Maui Jim has great customer service Jonahberger.com@j1berger

37. Trojan Horse Story Kernel (Brand or Key Attribute) Engaging Story

38. Panda cheese Jonahberger.com@j1berger

39. Six key STEPPS to word of mouth Social Currency Triggered Emotion Public Practical Value Stories Jonahberger.com@j1berger

40. Two Key Next Steps 1) Find Your Kernel 2) Apply the STEPPS Free Crafting Contagious Workbook Jonahberger.com/resources

41. Thank you. Jonahberger.com @j1berger jberger@wharton.upenn.edu