Keynote - Jonah Berger
16. Nov 2018•0 gefällt mir•430 views
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Keynote - Jonah Berger
- 2. Which is tastier?
- 3. How tasty is the way we communicate?
- 4. How can we make our communications tastier? Get our products, services, and ideas to catch on? Effectively reach current and potential customers?
- 6. Prof. Jonah Berger Jonahberger.com @j1berger
- 7. “Word of mouth generates more than twice the sales of advertising” --McKinsey & Company Jonahberger.com@j1berger
- 9. Jonahberger.com@j1berger
- 10. Six key STEPPS Social Currency Triggers Emotion Public Practical Value Stories Jonahberger.com@j1berger
- 12. Social Currency Jonahberger.com@j1berger
- 13. Choices communicate information Jonahberger.com@j1berger
- 14. (1) How can we make people feel like insiders? Smart, special, and in- the-know? Jonahberger.com@j1berger
- 17. (2) Find the Inner Remarkability Surprising, novel, or interesting Jonahberger.com@j1berger
- 18. Triggers Jonahberger.com@j1berger
- 20. Triggers Top-of-mind means tip-of-tongue Jonahberger.com@j1berger
- 21. Jonahberger.com@j1berger
- 22. Peanut butter and ___________ Rum and ________ “weekends are made for Michelob” Jonahberger.com@j1berger
- 23. Jonahberger.com@j1berger
- 24. 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?
- 25. Live the healthy way, eat 5 fruits and veggies a day Each and every dining hall tray, needs 5 fruits and veggies a day
- 26. How can you make the problem you solve your trigger? Jonahberger.com@j1berger
- 27. Emotion When we care, we share Jonahberger.com@j1berger
- 28. Public Built to show, built to grow Jonahberger.com@j1berger
- 29. Practical Value News you can use Jonahberger.com@j1berger
- 30. Rule of 100 $5 off$20 $2000 $500 off 25% off 25% off
- 31. Stories Jonahberger.com@j1berger
- 32. Maui Jim has great customer service Jonahberger.com@j1berger
- 33. Trojan Horse Story Kernel (Brand or Key Attribute) Engaging Story
- 34. Panda cheese Jonahberger.com@j1berger
- 35. Six key STEPPS to word of mouth Social Currency Triggered Emotion Public Practical Value Stories Jonahberger.com@j1berger
- 36. Two Key Next Steps 1) Find Your Kernel 2) Apply the STEPPS Free Crafting Contagious Guide Jonahberger.com/resources
- 37. Thank you. Jonahberger.com @j1berger jberger@wharton.upenn.edu
- 38. Extra
- 39. -20% 0% 20% 40% Emotionality Sadness Anger Anxiety Chance of Going Viral Do All Emotions Increase Sharing?
- 40. Not Just Emotion, Arousal NegativePositive Anger Anxiety Surprise SadnessContentment Excitement Humor Inspiration Surprise Activating Deactivating